How social media data is empowering marketing chiefs

04/9/2013 | MIT Sloan Management Review online

Chief marketing officers are the C-suite executives most likely to use social media regularly, and that makes them more powerful members of many companies' executive tier, research suggests. About 90% of CMOs say they use social data to guide their decision making, and some executives say these social efforts are the reason why the average CMO holds on to their job much longer. "The signs are everywhere that the CMO's position is increasing in importance," Lattice Engines CMO Brian Kardon says.

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