Ventana Research
OCT 27, 2011 10:21am ET

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Marketing Executives Aren’t Ready for the Social Explosion of Data

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I had a chance to review the results of an interesting new global study of chief marketing officers (CMOs) by IBM, and I want to comment on some of its findings. Adding to the pressures facing the CMO today are new challenges in brand promotion and the growing impact of consumer sentiment expressed in several channels, including social media. The research found these to be the top two concerns in marketing and that 65 percent of organizations are not prepared to deal with them. My investigations lead me to agree with these findings.

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Are you actively evaluating master data management technologies and their ability to scale and support emerging trends around big data, social and mobile?

Yes 61%
No 23%
Don't Know 9%
Not Applicable 6%

 

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