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CMOs and other marketing executives across sectors share a few main concerns this year, based on interviews conducted by eMarketer. One of the biggest is how to deal with marketing technology. Several leaders, including Chris Curtin, Visa’s chief brand and innovation marketing officer, noted that marketing technology was constantly changing at their organization— in his case, “almost on a monthly basis.” These new technologies and tools are supporting everything from complex lead nurture programs at business-to-business firms to automated display ad buying and real-time bidding. And to do all that, they need data. Dun & Bradstreet CMO Rishi Dave noted that his firm juggles “various sources of first-party and third-party data that we use to build models based on what we’ve done with that customer, what we could do with that customer and where that customer is going,” and explained that best-in-class companies are working toward the goal of “master data management,” to get a “single source of truth across all the technology they use.” Marketers hope to use that data to both drive and measure ROI.


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