Gartner Research

CMO Perspective: How to Drive Customer-Focused Marketing Innovation With Data

Published: 29 September 2016

ID: G00311027

Analyst(s): Don Bulmer


Keep customers at the core of marketing innovation to maintain brand relevance and deliver a better customer experience. By leveraging five customer analytics techniques, chief marketing officers can focus innovation efforts on key moments that drive business results.

Table Of Contents


What You Need to Know


  • Five Techniques Inform Marketing Innovation for Maximum Business Impact
  • Examples of Brands Using Data to Drive Innovation
  • Marketing Analytics Support "Key Moment" Innovations

What You Need to Do

  • Do This First
  • Priority Actions for You
  • Priority Actions for Your Team

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.