As the volume and nature of data has changed and the tools to analyze and make decisions from data have become more accessible, it is becoming increasingly clear that organizations that are sophisticated in their use of data are best positioned to gain marketplace advantage.
To explore the impact of big data on the marketing function, Spencer Stuart brought together three top marketing leaders to discuss the topic as part of the 2013 CMO Summit. The panel, which featured Jim Farley, executive vice president of global marketing, sales and service, and Lincoln for Ford Motor Company; Sanjay Gupta, executive vice president of marketing, innovation and corporate relations for Allstate Insurance Company; and John L. Kennedy, vice president of corporate marketing for IBM Corporation, discussed how marketers are using big data today and how the marketing function will continue to evolve in light of the growing use of sophisticated analytics tools. The Spencer Stuart CMO Summit is an annual gathering of top marketers representing a broad cross-section of industry sectors to discuss the most timely business issues of the day.
View video of some of the highlights from the discussion below.