Eric Solomon, Senior Vice President of Marketing and Strategy for Nielsen Watch, poses a sobering comment in the kick-off to a new series of reports on the role of Chief Marketing Officers and the results of their efforts. "We are awash in data and should be living in a nirvana of actionable insights," he writes in the first report's cover letter. "The reality, however, seems disconnected from this promise." The comment is supported by findings such as: "Less than 25% of CMOs say they are 'very confident' that they have the right technology in place to achieve their marketing goals." Or, that many in the past 18 months "have spoken up about their concerns with digital advertising, calling the supply chain 'broken' and pointing to high incidence of fraud and lack of brand safety."
What the CMO Knows: A New Series of Insights from Nielsen
