Big Data Critical to Customer-Centric Cultures: CMO Council Report | Chief Marketer

CMOs and CIOs may have more in common than they once thought: a new study from the CMO Council reports that both marketing and IT executives think big data is a key business advantage when it comes to developing a more customer-centric business.

According to the study, done in partnership with SAS, 40% of marketing respondents and 51% of IT respondents see big data as a critical factor enterprise-wide. Over 60% of both also agree that the incoming flood of information is both an obstacle and an opportunity. Why? Over half of marketers (52%) and 45% of IT pros think functional silos block aggregation of data throughout the organization.

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