CMOs and CIOs have historically been at odds. But by combining forces, modern CIOs and CMOs are better able to understand the digital buying behavior of the increasingly connected customer. CIOs and CMOs are blending data and technology to predict buying behavior, serve up the best offer to a particular customer, and leverage customer feedback.
A much bigger part of a CMO’s job today is technical, and marketing teams are capturing vast amounts of data that provide strategic value to the business. Rather than being last on the list of functions to support, CIOs are allotting more dollars and mindshare to their company’s marketing infrastructure.
Featuring an interview with Larry Magnesen, SVP & Chief Marketing Officer at Fifth Third Bank, this whitepaper delves into Fifth Third’s focus on maximizing value creation at every touch, using analytics to guide the customer’s journey, and measuring the lifetime value of a customer.