Of all things that keep CMOs up at night, data is the worst culprit. More CMOs felt unprepared for the “data explosion” more than any other marketing challenge, according to an IBM Global CMO Study. Under pressure to “personalize” marketing, CMOs now toss and turn at night thinking about the data that should allow them to target relevant content to the right person via the right channel.
Here’s the problem: Scale and relevancy don’t mix. The more people marketers try to reach—the more consumer segments they carve from data—the harder it becomes to deliver relevant content to each person…
Personalization: The Biggest Issue Keeping CMOs Up at Night
