“Shift From CMO to CDO Is In Progress

Today’s marketing strategies increasingly depend more on digital and on data than in the past.  With more data, marketers can measure against a new set of metrics that matter including:

• calculating return on promotional investment (ROPI),
• performing multivariable testing (beyond A/b)
• driving conversion rates and optimizing efforts,
• fine tuning customer segmentation, and
• managing omni-channel diversity

Unfortunately the shift to digital requires a greater reliance on technology.”

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