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How Today's Marketers Are Using Data To Create Greater Enterprise-Wide Impact

By 2020, Millennials will account for a staggering one-third of total retail spending. With the rise of these digital-native shoppers, there is a greater need for analytically-grounded, customer-centric CMOs. This new breed of marketer is able to find novel ways to generate consumer insight that is more than a 360-degree view of the customer. And this greater understanding of the customer enables the CMO to have a greater enterprise-wide impact as they use insight to transform all aspects of the customer experience, even beyond those areas that marketers typically manage. To better understand this new breed of CMO, I talked with Martine Reardon, the CMO of Macy’s and Caren Fleit, Senior Client Partner and Leader of Korn Ferry’s Global Marketing Center of Expertise. What follows are excerpts from the interviews.