Three ways big data aligns the CMO and CIO

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New research by the CMO Council and SAS, entitled "Big Data's Biggest Role: Aligning the CMO & CIO," shows more overlaps than differences between marketing and IT. Big data is uniting the CMO and CIO in their common quest for a customer-centric organization.  61 percent of marketers and 60 percent of IT executives agree that Big Data brings both obstacles and opportunities to the table. Obstacles for marketing include winnowing through big data to arrive at the "right....

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