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CMOs and CIOs Seek Customer Centricity via Big Data

29 May, 2013 By: Doug McPherson

CHICAGO – A new study says 80 percent of marketers and 88 percent of information technology (IT) executives believe they should join forces to achieve customer centricity as a main priority. And they add that “Big Data” will help them reach the customer-centric union.

The study, dubbed “Big Data's Biggest Role: Aligning the CMO and CIO,” released by the business analytics company SAS and the Chief Marketing Officer (CMO) Council, finds that 40 percent of marketers and 51 percent of IT heads say big data is “critical” to delivering customer-centric programs.

But creating that customer-centric mindset is easier said than done. The study says 33 percent of marketers and 31 percent of technologists believe that customer-centric cultural attributes have only been partially implemented within their corporations. Plus, 52 percent of marketers and 45 percent of IT executives list functional silos as key hurdle to customer-centric endeavors because silos stall customer data development and profile development.

When it comes to marketers admitting their own faults, 55 percent cite insufficient data analytics and intelligence modeling as their biggest obstacles in achieving customer centricity, while 32 percent blame a shortage of IT integration management resources for their lack of customer-centric programs. A full third of marketers wish they had a middleman who understood and could counsel them on marketing, IT, and financial resources and strategies.

Gartner’s  2013 “U.S. Digital Marketing Spending Report” found that many companies have already hired these hybrid positions, as 70 percent of companies polled have a chief marketing technologist on staff – 80 percent of whom report to the marketing department.

On the IT side, SAS and the CMO Council say 62 percent of respondents say IT want to be involved in customer engagement conversations earlier and more frequently. And 39 percent of IT heads are fighting for consistent customer strategy meetings and resources that include both marketing and IT.

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