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BILLY LOIZOU

LEND ME YOUR EYES

STRATEGY FIRST

8/15/2019

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Technology is widely recognised and understood as a central pillar of marketing — largely because marketers rely on technology to unlock the value of their consumer data assets. But lately, we have detected a growing discomfort among marketing leaders related to the value they’re extracting from their marketing technology investments.

​A number of factors are causing this unease for CMOs and their teams, who are striving to use their data to deliver highly personalised, world-class brand experiences.

To investigate these issues, Which-50 partnered with Cheetah Digital to test the attitudes of marketers and other C-suite leaders with a national survey. We also conducted in-depth interviews with a dozen CMOs to provide context to the results.

Strategy First : How Marketers Can Avoid Common Technology Pitfalls & Drive Real ROI from Alyesha Patel-Parker
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