Gartner Research

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

Published: 29 September 2016

ID: G00311027

Analyst(s): Don Bulmer

Summary

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

Upshot

What You Need to Know

Analysis

  • 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

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