The rise of digitalisation and ecommerce during the past decade spiked last year with the pandemic, triggering a veritable explosion of data. As the dust settles, organisations are now aware of just how integral marketing is to business and how much broader the CMO remit has become. But do marketing functions have the capacity to deliver results? We wanted to find out.
For the latest Capgemini Research Institute report we surveyed 1,600 B2C marketing executives in the automotive, banking, consumer goods, insurance, retail, telecom, and utilities industries worldwide.
This report focuses on why the future of marketing is driven by data and why CMOs should enable real time marketing to drive sustained growth.