CHAPTER 5
Gain IT Support on Big and Not-So-Big Data
Forrester recently called on CMOs and CIOs to collaborate more. More progressive CMOs have told us that this pairing of marketing and technology is crucial for them to build and sustain competitive advantage for the whole enterprise.
—FORRESTER RESEARCH AND HEIDRICK & STRUGGLES, “THE EVOLVED CMO,” 2012
BUSINESS AND TECHNICAL DIVISIONS HAVE RARELY BEEN the best bed partners. However, their cooperation is essential for success in marketing analytics for any size of data, just as the cooperation between marketing and finance is crucial in setting the vision, as we saw in Chapter 3. Whether you want to create a basic dashboard in Excel or invest considerable funds to purchase sophisticated real-time ...
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