2017 CMO Focus: What's Next from AI? Intelligent Insights

The burdens on today's CMOs are increasing: they're taking on larger roles and budgets -- while needing insight into an increasingly complex customer journey. Now we must simultaneously understand our customers, keep up with their every move across channels in an increasingly complex customer journey, and take on bigger budgets while adapting to a bigger seat at the executive table, as sales and service will soon roll up into our department. In many respects this has thrust marketers into becoming not only data-literate but also data-fluent practitioners. This means we must be capable of defining the KPIs. We need to ensure that all marketing metrics, be they social, brand health, or email, align with and support our overarching business goals.