Program Details

Doing More With Data

Discovering Data-Accelerated Revenue Traction

Sponsors and Partners:

Sponsors and Partners:


The CMO Council, in partnership with IBM Watson Customer Engagement, is gathering insights from senior marketing, commerce and supply chain executive into how the shift toward the customer has necessitated innovation across data, analytics and holistic operations. The goal is to establish where and how the three most critical teams at the front line of engagement and the customer can accelerate revenue traction through data-accelerated operations and actions.


This program seeks to understand how marketing, commerce and supply chain executives are centralizing and putting today’s deluge of data to work. It will uncover new ways these executives are extracting value from multiplying sources of insight (IoT, MarTech apps, third-party APIs) and unstructured content (both inside and outside the enterprise).

The research will delve into issues of data availability, accessibility, quality and timeliness as executives face the competitive imperative to leverage real-time, refined data for revenue growth, customer gratification and trusted decision support. It will also explore the gaps and deficiencies in the data value chain as it results to customer journey, path to purchase, lifetime value, and end-to-end experience.

The goal of this research initiative is to help functional business leaders review, value and prioritize data assets. The results of this research will provide a self-assessment tool for leaders to identify the most relevant sources of data, and determine what types, sources, formats, and interfaces will boost marketing and business performance.

Research: Survey & Reports

Events and Webinars



Curated Facts & Stats

50 percent of marketers admit they are doing a poor or terrible job of delivering on the customer experience strategy.

In 2017, Big Data vendors pocketed over $57 Billion from hardware, software and professional services revenues. These investments are further expected to grow at a CAGR of approximately 10% over the next four years, eventually accounting for over $76 Billion by the end of 2020.


In a HBR report, the leading areas in which B2B executives feel they can benefit from investments in data and analytics are an improved customer experience (61 percent) and increased customer retention/loyalty (60 percent).


In a HBR report, presented with nine obstacles faced in leveraging data to achieve go-to-market goals, and asked to select the top 3, a majority (55 percent) of respondents pointed to the inability to merge data from disparate sources in a timely manner.


On average, 47 percent of newly-created data records have at least one critical (e.g., work-impacting) error.


Only 3 percent of companies’ data meets basic quality standards.


In a survey of 300 executives, 53 percent of respondents state that the use of augmented intelligence will dramatically improve internal alignment among marketing, supply chain and commerce.


Only 14% of companies describe themselves as leading-edge when it comes to harnessing augmented intelligence to enhance the customer experience.


In a survey of 300 executives, when it came to challenges in improving the customer experience, 58 percent quoted optimizing marketing spend, 55 percent said generating customer insights, and 53 percent said creating a consistent customer experience across channels.


Only 13 percent of organizations unite systems and resources to develop a single source of intelligence for every customer.



Curated Reading