Program Details

Forging the Future of Customer Experience

Building a Unified Data Foundation for Turning Customer Insight into Action

Sponsors and Partners:

Sponsors and Partners:


Chief marketers are in a position to lead the way when it comes to defining, driving and delivering on the model of a data-driven, customer-centric enterprise.

However, they are struggling with the never-ending pace of marketing technology change, customer engagement innovation, and new and more valuable flows of market-relevant, decision-support data.  They are faced with the need to be more adaptive, intuitive, and predictive in responding to customer needs and problems, as well as addressing revenue opportunities, reputational challenges, and competitive inroads.

CMOs have to become the customer experience custodians and champions, working in tandem with their functional peers to realize the potential and value of a customer-centric culture at every level of the organization. This requires a complete 360-degree view of the customer, understanding of the path-to-purchase, and knowledge of how well they reach, activate, monetize, retain and satisfy customers across rapidly evolving and more complex global markets and digital channels.


Building a Data Foundation for Customer Gratification

Centralizing and unifying market/customer data and extracting meaningful, actionable intelligence from vast volumes of transactional, behavioral, and attitudinal information requires ever-more tighter linkages with IT groups. In addition, many marketers are tapping data flows from third-party sources for supplemental profiling of current customers and prospective buyers. All of which has to be refined, adapted and integrated in real-time.

Better use of real-time transactional and behavioral data is allowing marketers to be more clinical and effective in their approach to segmenting, targeting and accessing critical audiences. Central to this are powerful customer data integration platforms that are the foundation for valuable personalization and one-to-one marketing campaigns, as well as customer revenue optimization programs.

The Challenge of Doing More with Data

Top-line revenue growth is increasingly tied to essential IT-powered processes and capabilities, and how well companies extract value from data assets. These include customer data integration and analytics, prospect profiling and intelligence gathering, online market engagement and relationship management, sourcing and qualification of leads, conditioning and conversion of opportunities, and ongoing handling and retention of valued accounts.

Time to Become an Agent of Change

The CMO Council is undertaking a global thought leadership program with Teradata’s Vantage CX platform and its channel partners to define what is required to create a truly customer-centric organization. This model will be defined and collectively developed by CMO Council members and championed globally to improve CX insights, actions and outcomes in the journey towards personalized engagement.

The thought leadership initiative – dubbed “Forging the Future of Customer Experience: Building a Unified Data Foundation for Turning Customer Insight into Action” will provide a roadmap for embracing the a new model based on an operational, cultural, organizational, functional, governance and IT structural shift.

The thought leadership initiative in 2020 will look at the requirements to modify and adapt business processes and practices to better meet customer demands for always on, always accessible commerce, service and support. It will examine how operational disconnects and deficiencies impact experience and the resultant loss in revenue, margin, reputation and brand equity. And it will shine a light on the value and benefits of using big data analytics to create a more relevant, personalized and gratifying experience.

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

The gap between generations in terms of wealth and property ownership will continue to drive global and social change in 2024. According to research conducted in 2023, the median wealth of millennials (born early eighties to late nineties) is less than half that of baby boomers (born mid-fifties to mid-sixties) at the same age.

Source: Bernard Marr/Forbes

The relevance of artificial intelligence (AI) in digital marketing is growing. According to McKinsey, generative AI’s impact on productivity could add trillions of dollars in value to the global economy. In 2024, marketers should make use of AI-powered technologies to optimise performance.

Source: Marketing Week

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.


Marketers are turning the taps back on for social media, with 51% of media decision-makers on the brand and agency side of the business planning to increase their investments in the category this year, according to June survey data.


Big Data has increased profits for businesses using it by eight to ten percent


60 percent of businesses that use big data use it to implement predictive analytics capabilities


90 percent of organizations say that embracing advanced analytics is critical to their ability to provide an excellent customer experience


Salesforce predicts that the use of AI by customer service teams will increase by 143 percent in 2020


By 2025, as many as 95 percent of all customer interactions will be through channels supported by artificial intelligence technology