About this paper
This Economist Intelligence Unit paper explores why chief marketing officers at manufacturing firms are struggling to understand the customer, but also bridge the gap between their own perception of how their customer knowledge drives business knowledge, and what their peers believe. Read this paper to learn what factors are causing this gap and recommendations for how CMOs can work to better understand the customer experience, and improve customer value to the organization.
SAS is marktleider in analytics. Met innovatieve analytics, business intelligence en data management software en dienstverlening, helpt SAS klanten op meer dan 75.000 locaties sneller, betere beslissingen te nemen. Al sinds 1976 levert SAS haar klanten wereldwijd 'THE POWER TO KNOW'.