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Why More CMOs Should Embrace Data Management Platforms

Familiar with the classic Jackson 5 song, “ABC?” The opening lyrics go something like this:

You went to school to learn girl,

Things you never, never knew before,

Like “I” before “E” except after “C”,

And why two plus two makes four.

If I were rewriting this song today with the chief marketing officers of the world in mind, the lyrics would go something like this:

DMP, it’s easy as ABC

As simple as do re mi


One, two three, it’s what you need

Not as good as the original, but the point is that CMOs—and, frankly, all marketers today—need to realize the importance of utilizing a data management platform, or DMP.

The Needs of the Many Outweigh the Needs of the Few

For those of you paying attention, that’s another pop culture reference, this time from the motion picture Star Trek II: The Wrath of Khan. In the film, Mr. Spock says to Captain Kirk, “Were I to invoke logic, however, logic clearly dictates that the needs of the many outweigh the needs of the few.”

I am most assuredly invoking logic when it comes to the need for a DMP, especially given the results of a recent survey conducted by Forbes Insights and Axiom, which revealed that only 27 percent of executives at large, US-based firms are highly satisfied with their organization’s ability to extract value from data….

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