Ask any CMO — or spend just a few moments reviewing the day’s industry news, replete with announcements of emerging technologies, data sources and media alternatives — and one truth will become abundantly clear: a new era of marketing possibility is upon us.
On the surface, the promise of this “new era” is substantial, offering brands unprecedented new tools to identify ideal prospects, extend real-time offers and maintain profitable, long-term customer relationships. But for all this potential, many executives gripe that their efforts to drive substantial marketing performance improvement continue to be stymied by one fundamental challenge:
They can’t make them work.