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

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

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

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

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

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

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

Activating the New American Mainstream

As the multicultural population continues to rise in the U.S., organizations are looking to more effectively engage with these customers in more targeted and culturally relevant ways, according to the latest white paper by the Chief Marketing Officer (CMO) Council, produced in partnership with Geoscape. The study—entitled “Activating the New American Mainstream”—addresses ... More

Report

Brand Attraction From Enriched Interaction

This report reveals that marketers still lag in creating multi-channel, digital marketing campaigns that reach and resonate with diverse, micro-audiences worldwide. Only 19 percent said they are extremely good or very good in this area. In contrast, 45 percent gave lackluster grades on their ability to captivate and engage customers, partners and employees through fully integrated mobile, web and ... More

Report

Mastering Adaptive Customer Engagements

How customer-centric is your organization? Better yet, how customer-centric do your customers believe your organization is? The answers may surprise you. According to new research by the Chief Marketing Officer (CMO) Council, only 14 percent of marketers say that customer centricity is a hallmark of their companies, and only 11 percent believe their customers would agree with that characterization... More

Whitepaper

Real Insight: Real Time

Two CMO Council Dinner Dialogue events were held in early 2014 in New York and Los Angeles to discuss the intersection of social, content and business performance. With marketers from brands like Sirius XM, Harper Collins, Johnson & Johnson, Macy’s, NBA, Live Nation, Paramount, Honda and many more in attendance, it was clear that the organizations were all at different stages in their so... More

Whitepaper

Best Practices in Big Data and Engagement

This paper looks at how leading brands are turning big data into actionable customer insights and engagements.  ... More

Report

Know More to Grow More

Based on a survey of large enterprise marketers, this report reveals marketers are spending more on SMB customers but still have deficiencies in data, insights and campaign effectiveness.... More

Whitepaper

Advancing Analytics

In this white paper, the CMO Council addresses the new era of customer-driven engagements and how marketing must look to customer intelligence to engage customers in a relevant, meaningful way.... More

Report

Variance in The Tech Experience

The digitally dependent consumer is increasingly overwhelmed and upset with technical glitches and problems in their daily lives.  While the threats and complications with computers are on the rise, customer technical support has not kept pace to address the needs of a growing population of computer users that are highly dependent upon their device as part of their daily lives.... More

Report

Losing Loyalty

Consumer defection and lapsed loyalty are rampant among major consumer packaged goods brands, a problem that is only worsening in the current recession. A study by the CMO Council, conducted with Catalina Marketing's Pointer Media Network, provides a comprehensive and detailed analysis the defection dilemma among CPG brands. The study underscores the critical need for brands to more effective... More

Report

Discovering The Pivotal Point Consumer

A study of American consumer shopping behavior designed to provide fresh and actionable insight, backed by detailed data, to help Consumer Packaged Goods marketers and retailers better understand and address the global challenge of fragmentation and the need for precision marketing. Conducted by Catalina Marketing's Pointer Media Network, in conjunction with the CMO Council, the study unmasks the ... More

Report

Business Gain From How You Retain

Business Gain From How You Retain examines ways companies can improve the return on customer equity and lifetime value by making customer insight, understanding and intimacy a hallmark of the organization. The study assesses the degree to which major global brands are unifying and centralizing customer data, undertaking effective marketing analytics, embracing advanced segmentation strategies, and... More