Solving for disruption

The last couple of years taught marketing leaders critical lessons about customer data, predictive and prescriptive analytics, and actionable insights.

First and foremost, marketers live in a new reality where disruptions in markets, customer behavior and world events occur practically overnight. Existing data and analytics systems that rely solely on historical trends are no longer good enough at helping marketers predict and prepare for such disruptions. Marketers now know they need powerful customer-intuitive data/analytics/insights systems to get ahead of the next disruption. That’s a lot to unpack.

Adding to the urgency, there’s a lot of revenue on the line for marketers who get it right. Practically every marketing leader says customer behavior has been seriously affected by the pandemic. This has leveled the playing field in customer acquisition. Nearly 80% of marketing leaders say data, analytics and insights are very important to winning and retaining customers, according to a recent pulse poll of a select group of CMO Council marketing executives conducted by the CMO Council and GfK. This pulse poll helped to set the stage for a broader study set to be released in July 2022.

Read more in the report and learn how CMOs are using data and analytics systems to get ahead of market disruption. Explore the most revealing data signals, the increasing role of AI, and the cutting-edge areas of exploration.

Download our exclusive GfK-CMO Council report.


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