BUILDING A UNIFIED DATA FOUNDATION FOR TURNING CUSTOMER INSIGHT INTO ACTION2 © Copyright CMO Council. All Rights Reserved. 2020 REPORT FORGING THE FUTURE OF CUSTOMER EXPERIENCE TABLE OF CONTENTS 3 5 22 23 24 27 29 39 39 INTRODUCTION KEY FINDINGS CONCLUSION START CLEANING UP YOUR DATA HOUSE EXPERT COMMENTARY BEST-PRACTICE LEADERSHIP EXECUTIVE PERSPECTIVES ABOUT CMO COUNCIL ABOUT TERADATA3 © Copyright CMO Council. All Rights Reserved. 2020 REPORT FORGING THE FUTURE OF CUSTOMER EXPERIENCE INTRODUCTION The rise of the data-driven marketer has propelled the marketing function beyond the role of brand promoter-in-chief and into a customer experience and growth-driving champion. In a CMO Council global marketer survey, when ranking who marketers felt was primarily responsible for driving g

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