Chief marketing officers and chief information officers will have to work closely together in a future that is seeing increased convergence between connected consumers and data gathered from them and the products they use, according to executives speaking at the Marketing + Technology Summit. Arguing that data should be regarded as an "enterprise asset" not a "departmental asset," Nationwide CMO Matthew Jauchius described the company's $100 million integrated database platform, which ties together customer and sales data that had previously been housed in separate divisions.

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