Fundamentals of Data: What CMOs need to know to succeed in a digital age

Michael J. McDermott

This article looks at the importance of data for CMOs in a digital age and provides some best practice advice in order to maximise effectiveness.

Data is at the core of almost every key challenge CMOs face today, and it is likely to have a profound impact on marketers' ability to prove their value in a digital age.

"CMOs must understand how to find and reach their target customers, which is a data problem," says Michael Schoen, general manager and VP of marketing solutions at Neustar, a global information services provider headquartered in Sterling, Va. They must also understand, he adds, how effective their efforts are in media spend, message optimization, and channel optimization, as well as the types of consumers/customers who engage with their...

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