CMO Survey: Why Customer Identity Matters for Great Customer Experiences

A 2017 survey of CMOs reveals striking dichotomies in marketing priorities, budget allocation, technology capabilities and satisfaction with results from customer-centric marketing.

  • Marketers are not satisfied with their brand’s performance on metrics like customer retention rate and lifetime value — but continue to spend the bulk of their budgets on new customer acquisition.
  • Marketers recognize the importance of customer identity data and the need to deliver personalized experiences — but don’t have the technology in place to create a unified customer view across marketing and advertising platforms.

The report also contains insights from CMOs at top brands like American Express, Cirque du Soleil, Gap, MetLife, Payless Shoesource, Princess Cruise Lines and Turner.

See study highlights in the infographic below, and download the full report here.