Big data has been hyped so heavily that CMO’s are expecting it to be ‘the’ miracle solution in today’s complex marketing environment. However, what we’re actually seeing, is that most companies are already struggling with the small amount of data they already have accumulated. The trouble is most obvious on these three levels: companies don’t know how to manage the data, companies don’t know how to analyze the data so as to yield insights, companies don’t know how to act upon the new insights. Of course technology is needed. But even more so, a cultural shift in how CMO’s run their daily marketing operations is definitely required. The good news is that, once CMO’s have accomplished this cultural change, they usually don’t go back. Because they realize they now have a huge competitive advantage. Now, those forward-thinking CMO’s are able to use customer data to their advantage by delivering more targeted and relevant messages to people. During this session, you will discover how to embrace the power of data and turn it into gold for your company.