Almost half of CMOs feel data hinders creativity

A team planning with post-it notes.

42% of CMOs believe data is hindering creativity among marketing teams, according to a new report by Adverity, a data and analytics platform for marketing, sales and e-commerce teams.

The report, entitled 'Data, People, and Culture: The Evolving Role of the Modern CMO', surveyed 300 CMOs across the US, UK, and DACH region (Germany, Austria, and Switzerland) from small to midsize businesses, to better understand how the role of the CMO is changing amid the growing digitalization of...

25 May 2022 | Best Practice

Lack of Trust in marketing data – What does this mean for the CMO?

Earlier this month Adverity launched its latest research project, surveying 964 marketers and marketing data analysts to understand their major challenges, strategic priorities, and pain points.

Shockingly, the research found that over a third (34%) of CMOs don’t trust their marketing data, this rises to over 50% of CTOs / CDOs. Meanwhile, the biggest pain point for both marketers and data analysts (42%) is the time it takes to manually wrangle data. Whilst there is not...

29 November 2021 | Big Data

Three quarters of CMOs ‘are contributing to business growth’

A man looking at a computer screen displaying a graph.

CMOs’ responsibilities are shifting, with around three quarters of them now responsible for contributing to business growth (76%) and data and technology (74%). 

This is according to the latest Capgemini Research Institute report, ‘A new playbook for chief marketing officers: Why CMOs should enable real-time marketing to drive sustained growth’. 

Despite the CMO’s new data-focused responsibilities, only 12% of marketers have the requisite data access,...

12 October 2021 | Best Practice

CIM: Vast majority of marketers optimistic for the industry post-pandemic

Busy square during the pandemic with people wearing PPE

As many as 71% of marketers believe that the COVID-19 pandemic has positively affected perceptions of their brands, according to a new report from the Chartered Institute of Marketing (CIM).

The CMO 50 explored the views of 50 of the UK’s top marketers with regard to the long-term future of the marketing industry, finding that the vast majority of CMOs and directors are optimistic but call for stricter government regulations moving forward.

Overall, spirits seemed high...

7 July 2021 | CMO

The CMO and CISO: Assessing the evolving intersection

The world has changed – from Betamax to Netflix, HMV to Spotify, and everything to mobile – and the relentless pace of transformation has put us in a constant state of flux. In a bid to keep up, businesses have increased their focus on digital transformation, propelling the chief information security officer (CISO) from the IT periphery to the very heart of decision-making. 

In parallel, technological evolution has driven a change in customer behaviour. If the purchasing of...

15 February 2021 | CMO

The CMO’s viewpoint: Marketing during a pandemic is not business as usual

Organisations are struggling to adjust to the new reality of the Covid-19 pandemic. Revenue is being impacted in retail, travel and hospitality industries among others. Companies are figuring out how to keep the business moving while employees are adjusting to working from home. And cyber criminals are having a field day feasting on all of the disruption and uncertainty.

So, what does that mean for marketers? Do we simply carry on with our 2020 game plan? I believe that would not...

8 April 2020 | Best Practice

Four key tips to move up the digital marketing career ladder

For many, a good career involves opportunities to progress however it can be challenging to understand how to get to the top. Although there are different methods of progressing, and people have different suggestions, in my experience it’s often the less traditional routes which yield the best results.

Education isn’t everything

It might come as a surprise but I don’t think it’s crucial to invest in higher education for a successful career in marketing. While there are...

3 April 2020 | Best Practice