Gartner Research

CEOs Seek to Exploit Data, Creating Marketing Opportunities and Risks

Published: 16 May 2014

ID: G00263485

Analyst(s): Mike McGuire

Summary

Gartner's 2014 CEO Survey showed that the C-suite is waking up to data's real value — and digital marketers have the most experience in exploiting diverse, disparate and dense amounts of information. C-level interest in exploiting data challenges digital marketers to get their data act together.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Digital marketers will face increased pressure to find, package and exploit high-value and actionable data, as a majority of digital marketers say information is an asset and 10% of CEOs say information is something to sell, trade or barter
  • The push to exploit data — especially customer information — will require digital marketers to address evolving regulatory requirements aimed at giving consumers more control over personal information

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