MarTech Series: Synchronization Is Key to Maximizing Marketing Data ROI

Data has forever changed the business world and the metrics by which employee performance at every level of the organization is measured. Given the explosion in consumer data, CMOs and their Marketing teams are perhaps the most impacted by this change. Making sense of data in real-time is at the heart of today’s customer/brand relationships.

While it is undoubtedly an asset, this abundance of data also creates challenges. The Marketing mandate to get the right message in front of the right customer at the right time has a corresponding requirement on the data side. As a recent Deloitte survey found, “knowing how to use customer data and analytics” is the single most important factor driving CMO success today. It’s not enough just to collect data; marketers need it to be actionable. Just as important, marketers need to reach decisions informed by that data quickly and without the manual labor associated with managing disparate spreadsheets and reports that take away from strategic thinking.

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