Perspectives

Crunchy questions for CMOs

Corner Office Analytics

With growth at the forefront of every business agenda, CMOs today find themselves under enormous pressure to do more with less. In this environment, the convergence of transactional data with third-party sources and social, mobile, and unstructured information offers many CMOs a seductive path to value and opportunity.

CMO Analytics

With growth at the forefront of virtually every business agenda, Chief Marketing Officers today find themselves under enormous pressure to do more with less. They face an endless quest for market share against a backdrop of new competitors, technology disruption, and empowered consumers. All in an environment where reputations can be threatened by the click of a mouse halfway around the world.

In this environment, the convergence of transactional data with third-party sources, social, mobile, and unstructured information offers many CMOs a seductive path to value and opportunity. For others, it’s a headache waiting to happen.

What’s at stake

CMOs who try to apply advanced analytics to the full range of marketing decisions run the risk of falling short. With resources spread thinly across too many complex issues, they end up with more data than they know what to do with—and not nearly enough insight. The limited supply of analytics talent makes the situation even more challenging.

Effective CMOs keep their ultimate marketing goals front and center as they cherry-pick the crunchy questions—highly detailed business inquiries that pave the way for action—that will help solve their most pressing business issues. By focusing on decisions that are tightly linked to specific growth and performance objectives, they also engage other C-suite executives in a shared agenda.

Analytics connections with other roles

  • CHRO | Share analytics around branding efforts to create a multiplier effect, especially in social media.
  • CFO | Connect ERP and third-party data (social, mobile, syndicated) to create predictive models for different levels of marketing investments.
  • CIO | Form an alliance to build the business case for analytics technology investments.

Crunchy questions for CMOs

CMOs have a vast array of data they can use to acquire new customers, cement loyalty, and build brands. These new information sources can provide tantalizing clues enabling marketing to move up the enterprise value chain, but that’s true only if the organization has the capabilities required to make sense of it all.

Learn more about CMO Analytics and crunchy questions that CMO's should be answering today with analytics.

Corner Office Analytics infographic

Business analytics used to be the domain of a few select teams buried deep in the business. Today, it lands on the agendas of most CXOs. And success hinges on CXOs’ abilities to collaborate with one another. In our Corner Office Analytics series, we’re focusing on the analytics needs of these senior leaders—and how they intersect with one another.

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