The intersection of data and technology represents one of the most powerful opportunities to get close to customers and impact growth strategies. The initial focus of the Data and Technology practice is to create a full suite of products and services to help CMOs drive growth through the informed and effective use of data and technology.
Additionally, the Data and Technology practice will work to bring clarity and drive greater transparency into the complex marketing technology ecosystem. With CMOs spending nearly a third of their marketing budgets on data and technology, this has been identified as a core need. Similarly, the practice will work to combat technology-related taxes and drive standards around the responsible use of data.