Reports

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

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

This report identifies a number of gaps in the customer intelligence process and underscores the importance of arming front-line resources with alerts and insights to capitalize on moments of opportunity. ... 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

Report

Secure the Trust of Your Brand

What is the impact of a security breach on a brand? This report details consumer insights and attitudes toward security issues and their effect on brand loyalty. It is the first in what will be an ongoing, comprehensive study of the impact of security on corporate brands. Despite being fielded in 2006, the findings and sentiments are still true today.... More