It is now accepted that the CMO and CIO positions are inter-dependent in the business of managing customer data in pursuit of demand and growth. The simple notion is that as more data signals can be applied to segmentation and media targeting it follows that the CIO needs to create a platform informed by, and deployed by, the CMO for the application of that data in the real world. We used to call it "the single view of the customer." Today we are as interested in the consumer we would like to know as much as the customer we do.
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