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 the leader in analytics. Through innovative analytics, business intelligence and data management software and services, SAS helps customers at more than 80,000 sites make better decisions faster. Since 1976, SAS has been giving customers around the world THE POWER TO KNOW®.