‘A new data management role: The Chief Data Officer’ – Experian Marketing Forward
Courtney Cunnane says, “The Chief Data Officer is a marketer’s new best friend
Marketers have long sought to gain as much information as possible about the consumer. The more we know, the more likely it is that we’ll be able to increase conversion and customer loyalty. However, data is not always easy for a marketer to access or manipulate, making data management and insight difficult.
This is especially true when we consider the state of data management today. Most organizations suffer from a high degree of inaccurate data and segmented data sources. Most data management occurs within individual departments, many of which lack the technology and human resources to manipulate data for insight. It should come as no surprise that 83 percent of businesses believe data is a valuable organizational asset that is not being fully exploited, according to a recent Experian Data Quality study.
Marketers have certainly started to utilize more sophisticated technology practices and analytical staff in the past few years, but they have only begun to scratch the surface in terms of the insights to be gleaned from accurate data”.
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