Reports

Report

Empowering the Data-Driven Customer Strategy

While today’s connected customers expect more seamless, frictionless experiences than ever before, this study reveals that marketers are failing to keep pace with those expectations, despite the wealth of data, analytics and engagement systems currently in place.... More

Whitepaper

Strategy 2017

This white paper, completed in partnership with IBM Marketing Cloud, outlines the actions and mindsets that must be in place across the organization in order to create customer experiences that result in business profitability, in addition to the consequences of failing to meet the expectations of today’s connected customer.... More

Report

The CMO Shift to Gaining Business Lift: Executive Perspectives

The role of the CMO has evolved far beyond anyone could have predicted 10 years ago. Gone is the traditional role of mere brand ambassador, replaced with the critical role of business driver, change agent and customer experience champion. As was revealed in the report "The CMO Shift to Gaining Business Lift," CMOs have a clear desire, and business-supported mandate to serve as the primary growth d... More

Report

Connected Interaction to Power Brand Attraction

This study reveals the findings of a survey of 198 global senior marketing executives and explores how digital transformation has impacted marketing and the organization’s ability to grow and profit from expanded relationships with customers, particularly as it relates to content and data strategies.... More

Whitepaper

Mind the Gap

This white paper outlines key actions marketers can employ across their teams to achieve true customer experience success in the coming year.... More

Report

The CMO Shift to Gaining Business Lift

The CMO of today has denounced the traditional role of mere brand ambassador, instead opting to actively assert their role as business driver, change agent and customer experience champion. But while the CMO of today knows they will need to take the driver's seat in steering the development of next generation products, services, business models and customer experiences, many may still be falling i... More

Whitepaper

Omnichannel's Missing Link

According to the findings from this CMO Council study, conducted in partnership with digital marketing intelligence company Netsertive, the strength of the entire omnichannel experience may lie in the last mile of the journey, where customers are choosing to transact, as well as in local retail partnerships and touchpoints. The online survey at the core of this research was fielded during the thir... More

Whitepaper

The New Rules of Engagement

This white paper, produced by the CMO Council, in partnership with Bazaarvoice, explores consumer expectations around personalization and the challenges that marketers must overcome in order to provide the targeted, relevant communications that consumers want.... More

Report

Be an ADEPT Traveler

This global study explores top travel stressers, and what savvy travelers around the world are doing to better prepare for superior travel experience. Travelers urge destination marketers to help take steps to make travel more pleasureable and less stressful. ... More

Report

Building Brands That Attract + Engage Fans

The CMO Council teamed with Fresh Squeezed Ideas for this white paper to explore the cultural connection to brand attraction. The strategic brief features insights from domain experts and notable brand marketers at PepsiCo, Visa, J&J, PetSmart, Cox Communications, Opus Bank and Overwaitea Food Group to gauge how culturally connected brands stay valued, real and relevant with consumers.  ... More

Report

Gaining Traction Through Each Customer Interaction

Despite marketing’s best intentions and desire to deliver on the promise of customer centricity, many of us are stymied by gaps and deficiencies across the people, processes and platforms that are powering our customer interactions. In fact, in a recent study, the CMO Council found that marketers across Asia-Pacific admitted that their back-office systems were not enabling their brands to fu... More

Report

Context, Commerce + Customer

This report, based on the findings from an online audit of more than 170 senior marketing leaders from around the world in the first half of 2016, examines how disconnects and deficiencies are impacting experience and how analytics and customer insights can create more relevant, personalized and gratifying experiences. It also explores the impact that delivering contextual experiences through indi... More

Whitepaper

The Purpose-Built Experience

Despite the understanding that the desire to create customer-centric experiences is driving marketing, marketers are still struggling to achieve true customer experience success. In fact, 73 percent of marketers surveyed by the CMO Council stated that customer centricity was critical to the success of the business, but 41 percent indicated that their lack of customer-centric experiences had negati... More

Whitepaper

Making Personalization Possible

Clicks, views, posts, shares and visits have taken a back seat to acquisition, retention and revenue growth as core measures of customer experience and engagement success, reports the Chief Marketing Officer (CMO) Council. According to a new study conducted with Microsoft Corp., marketers are de-prioritizing digital campaign metrics in favor of business-focused measurements that more directly tie ... More

Whitepaper

Predicting Routes to Revenue

While there is an over-abundance of consumer data and analytics, marketers have yet to master what meteorologists and economists do best: funnel this multiplicity of data into actionable insights to reliably anticipate and predict what’s ahead and then prepare for it. According to this study from the CMO Council—entitled “Predicting Routes to Revenue"—only 5 percent of mar... More

Report

CMO Shift to Gaining Business Lift Background Presentation

This presentation explores background research sourced by the CMO Council, Deloitte, and third parties to provides additional context to our latest initiative, "The CMO Shift to Gaining Business Lift" in three main exploratory research areas: Driving Growth and Creating Business Value The Changing Role of the CMO Differentiating the Customer Experience ... More

Report

How Global Voices Shape Travel Choices

A plethora of global incidents have made headlines this past year—including terrorist attacks, natural disasters, disease outbreaks, regional conflict, political upheaval, crime or civil unrest, airline tragedies and cruise line accidents and food safety issues—that have impacted travel plans, schedules and intentions. News coverage, social media postings and government warnings have o... More

Whitepaper

Mapping Monetization

The CMO Council recently partnered with Vindicia, the leaders in payment and billing solutions, to host a series of executive roundtables to discuss new paths to revenue and the challenges to monetization optimization. The number one issue that marketers found most challenging to overcome: FEAR.  ... More

Whitepaper

Asia Pacific Digital Factbook 2015

The new Asia Pacific Digital Factbook 2015, provides statistics and trends about mobile, web, social media, eCommerce, video, advertising, search, apps and just about every aspect of this region’s online marketing ecosystem. Over the past eight years, the Digital Factbook’s predecessor, the Asia Digital Marketing Association’s (ADMA) Asia Pacific Digital Marketing Yearbook, has ... More

Report

APAC Digital Marketing Performance Dashboard

The CMO Council and Adobe have partnered once again for our fourth annual study into the state of digital marketing across the Asia-Pacific region. This study reviews the state of adoption, readiness and maturity of organizations in Asia who are working to meet the demands of today’s digital customer, and it also provides comparisons to previous years’ studies to benchmark and measure ... More