Program Details

Context, Commerce and Customer

Best Practices to Exceed Expectations

Sponsors and Partners:

Sponsors and Partners:


As part of the CMO Council’s ongoing investigation into the evolution of the customer experience (CX), this program focuses on the critical next steps forward as brands take advantage of recent technology investments and start advancing strategies in analytics, experience and customer journeys. This initiative examines issues ranging from the technology frustrations marketers are managing to the new data, intelligence and engagement strategies marketers and commerce executives must master in order to truly tap into the power of contextual experiences. In this age of the totally connected customer, senior marketers must turn to new best practices and strategies to deliver customer engagements and experiences that are intentionally developed, deployed, measured, monitored and fully monetized to encourage commerce and connection. Today’s marketers must look beyond automation and toward context.

This global initiative reviews the requirements of today’s marketing and commerce landscape to understand the mindsets, technologies and strategies that organizations must adopt to better meet customer demands for always-on, always-accessible commerce, service and support. It examines how operational disconnects and deficiencies impact experience and the resultant loss in revenue, margin, reputation and brand equity. It also shines a light on the value and benefits of using big data analytics and customer insights to create a more relevant, personalized and gratifying experience. Going beyond a review of big data, this initiative explores key issues around data management across the organization and turning those points of insight into contextual experiences through individualized personalization.

Most importantly, this program looks to capture the realities of automation and technology provisioning on the modern marketing and commerce organizations, including the impact that potential gaps in technologies have on the business. Through research and executive dialogues, this program will provide decision makers with access to experts, peers and inspiration to catalyze change within their own organizations as senior leaders seek inspiration and justification to press forward with scaling and accelerating the return on customer experience and technology investments.

Research: Survey & Reports


Curated Facts & Stats

The increasing prevalence of AI-generated information is likely to drive a significant change in how consumers seek out information. Traditional search engines like Google may see a decline in user traffic as consumers pivot more and more toward embracing AI tools such as ChatGPT to answer their questions. This shift signifies a growing trust in artificial intelligence to curate and deliver relevant content.

Source: WSI World

Although AI and automation continue to rock the content landscape, 2023 will be a year of going back to the basics. Namely, creating content that puts the needs of your target audience first.


Shopping habits of the younger cohort differ significantly from baby boomers. Approximately 37% of Gen Z consumers allowed tracking in order to see more relevant advertising, with the remaining 43% opting out. For baby boomers, the vast majority opted out.


Global advertising spend is forecast to grow 4.4% globally this year, and by 2024, is forecast to surpass $1 trillion advertising spend.

Source: Marketing Week

When asked about overall coupon usage, 92% of respondents reported using coupons in the past year for purchases.


62 percent of Americans say they print online coupons.


56 percent of consumers report visiting a brick-and-mortar store after receiving a deal or offer on their mobile device when they were near the store.


More than 80 percent of consumers in a survey reported signing up for email offers specifically to receive discounts.


72 percent of older (55+) shoppers report they would do more shopping online if it was easier to use their coupons there.


81 percent of consumers’ buying decisions are influenced by their friends’ social media posts.


Program Themes

  • CX Strategy
  • Customer Experience