CRM Buyer Talkback

Re: The Data-Driven Marketer: Show Me the Numbers
Posted by: Ian Michiels 2009-10-16 06:31:43

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The role of the chief marketing officer has evolved dramatically over the last 10 years. The average CMO is on the job for just 23.6 months. The CEO and board of directors are demanding a new level of accountability from senior marketing leaders, which requires tangible justification for marketing decisions. Marketers can no longer afford to make decisions or measure results based on gut feel. For CMOs, this leads to one undeniable truism: Job security is directly correlated with data-driven marketing.

business case for data quality
Posted by: egillespie 2009-10-16 06:40:55 In reply to: Ian Michiels

Ian, think you are right in that high-quality data is essential for CMO success. Was reading how Gartner estimates the cost of poor data quality at a staggering $8.2 million for an average business. The article (on PBBI blog) also provided insights on how organizations can best make a business case for DQ. Worth a read if you get a chance http://ebs.pbbiblogs.com/2009/09/08/the-business-case-for-data-quality/