Marketing needs more intelligence, says Forrester

Marketing departments are drowning in data, but the majority have yet to use it to understand their customers. To change this, the next generation of chief marketing officers needs to come from the customer intelligence discipline. That is the conclusion of David Frankland, analyst at Forrester Research and author of a new survey across 300 senior marketers.

He identifies the paradox in which only one in four organisations are measuring the value of customer intelligence, but those who do see significant benefits. The problem is the gap between insight and execution. “We have our customer data in a single database and a centralized team that does some pretty slick analytics,” said the head of CRM at a global travel firm interviewed by Forrester. “Our problem is that the company is not organised around the customer.”

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