Manufacturing CMOs struggle to offer right products to customers
CMOs must understand customer better; convince organizations to create engaging customer experience
CARY, NC (17. april 2013) – Chief marketing officers at manufacturing companies have an image problem. According to a report from The Economist Intelligence Unit, sponsored by business analytics leader SAS, manufacturing CMOs are seen as unable to address customer needs with a satisfying customer experience. According to experts, analytics may help manufacturing CMOs close the perception gap.
"Establishing appropriate metrics to track the return on marketing investments (ROMI) is critical for manufacturing CMOs," said Stephen DeBrincat, SAS Director of Manufacturing Solutions. "For example, manufacturers spend more on advertising than any other industry. Yet they can't report what this spending is getting them. We see market leaders increasingly using analytics to better understand and optimize their marketing spend. Our manufacturing customers use technologies like social media analytics and text analytics to better understand product usage and customer satisfaction. Analytics also helps reveal innovative ideas for product and service development."
Two new white papers, Few Manufacturing CMOs are a Compelling Voice of the Customer and Manufacturing CMOs struggle with ROMI Metrics , companions to the original EIU report, Outside Looking In: The CMO struggles to get in sync with the C-suite , are available for download now.
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