The surveys dropping lately show a staggering trend towards the hottest and most concerning topic out there: data. A recent survey by B2B Marketing and The MX Group identified the differences between top performing and poor performing B2B marketers. CMO identifies data ownership as the top most important subject to marketers. Yet another survey by ClickZ and ChatMeter reveals people’s main concerns to be machine learning, personalization and data privacy.
Data ownership is a game changer. We know that data in and of itself is not a competitive advantage–everyone is collecting data. You have to own the data about the customer. Marketing executives understand this is a differentiator for personalized experiences for customers.
It’s what you learn from those customers and how you mobilize it that makes the biggest difference in determining if that data can provide value to you.
Is it time to confront your own data head on? Stop ignoring it, stop questioning it, start acknowledging that you may be struggling and work to utilize that data.
2:22 What are the attributes of top performing organizations?
11:28 Why data ownership is a top priority for brands around the world
18:45 Why CMOS are planning to use that data for AI, personalization and predictive analytics
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