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Buyer Conversations: CMO Roundtables in Singapore and Hong Kong — Data-Driven Marketing

Buyer Conversations: CMO Roundtables in Singapore and Hong Kong — Data-Driven Marketing

This IDC Insight discusses some of the key initiatives that various groups of marketers are undertaking in the context of data-driven marketing and the challenges they are facing.

In April and May 2015, IDC conducted various CMO roundtables in Hong Kong and Singapore. This Insight summarizes the discussions that we had and provides guidance to buyers.

"Marketers have grown accustomed to dealing with data, but seldom have used data as both the starting point and the measure of success of their strategies. Data insights are often used to track and measure the performance of campaigns, but not to identify, segment, target, and maximize customer engagement," says Daniel-Zoe Jimenez, senior program manager, Big Data and Analytics, Digital Transformation, IDC Asia/Pacific.

Please Note: Extended description available upon request.


IDC Opinion
In This Insight
Situation Overview
Marketing in the Digital Transformation Era
Key Challenges
Data: Data Silos Obstruct Single View of Customers
Technology: Technology Fragmentation Augments Silos
Strategy: The Lack of Collaboration Is a Major Barrier to Marketing Success
Notes from the Roundtables
Future Outlook
Learn More
Related Research
Figure: Top 5 Priorities and KPIs for CMOs in 2015–2016

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