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Volume 27, Issue 3

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September 3, 2013

3 Lessons CMOs Take Away From IT's Flawed Approach to Big Data

CIO — It's commonly accepted among marketers that data-driven marketing powered by big data analytics is the wave of the future. That has led Gartner to predict that by 2017, CMOs will spend more on IT than CIOs. Others have suggested that the CMO will become the CIO's biggest customer.

Just how that relationship will shake out depends on how CIOs approach the problem of big data and business intelligence (BI). Jennifer Zeszut, former CEO and co-founder of innovative social media monitoring specialist Scout Labs (acquired by Lithium Technologies in 2010), and current CEO and co-founder of Beckon, a software-as-a-service (SaaS) offering for gaining insight from marketing data, says most IT departments have a flawed approach to big data and BI that forces smart CMOs to seek alternatives.