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Why you need to get marketing and IT to work together – and how to do it

IT

Marketing and IT will need to work better together if they want to generate big revenue from big data.

Big data necessitates a “marriage of convenience” between CMOs and CIOs – both of whom are responsible for turning this new resource into profit, explain Matt Ariker, Martin Harrysson and Jesko Perrey, writing for McKinsey Insights.

According to the authors, data-driven companies are 5% more productive and 6% more profitable than other companies. And with big data and analytics costing marketers $50 billion a year, there is huge pressure to improve returns on investment.

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Credits:
Source Article: Getting The CMO And CIO To Work As Partners
Author(s): Matt Ariker, Martin Harrysson and Jesko Perrey
Publisher: McKinsey Insights