Emerging Measurement Capabilities for the Modern CMO
June 28, 2018
Own your 1st party data strategy. Take the time to determine what information is important and earn the right to collect that data. Brands have a responsibility to use customer data in thoughtful ways to create a better experience.
Brands need to develop a culture around how data driven decisions are made across teams, there will likely need to be a shift in the organization’s thinking and corporate structure. Be collectively aligned on what you are trying to accomplish, the data you capture should revolve around that story.
Brands are trying to be too smart with data - don’t ignore the easy problems, learn to listen to your customers & repeat what they want first.