During the pandemic, the growth of the ecommerce has highlighted for the companies the need to have insights in relation time to adapt to the changes in the behavior of the customers, headering to the Chief Marketing Officers greater responsibility on the growth of the

The above data are those that emerge from the latest report of the Capgemini Research Institute •A new playbook for chief marketing officers: Why CMOs should enable real-time marketing to drive supported growth •

To obtain this data, the Capgemini Research Institute has interviewed over 1,600 global marketing managers, with a focus on the B2C scope and belonging to different sectors including Automotive, Banking, Consumer Goods, Insurance, Retail Capgemini also conducted a series of in-depth interviews with 25 CMOs and other marketing managers.

Real time marketing allows you to process, analyze and use data in their entry points to quickly improve your -commerce campaigns, as well as content and other digital marketing-related outputs. Capgemini’s report shows that data-reliant marketers can gain benefits in terms of brand awareness, customer satisfaction, conversion rate and customer retention.

Research data

L’88% of marketers data drivers say they are able to adapt and modify content based on real-time data, compared to 38% of traditional marketers; 93% are very satisfied with their real-time marketing initiatives, compared to 46% of marketers

Definition of data-driven marketing according to Capgemini Data-driven marketing is the approach that consists in guiding marketing strategies, campaigns and content based on analysis and insights derived from customer data, including interactions and involvement. Data-driven marketers process, analyse and use data to develop campaigns, content and other marketing outputs. By adopting a data-driven approach, they also gain a deeper understanding of consumers and trends, developing more personalised and relevant offers and services. To be defined as data-driven, the respondents were evaluated on the basis of three fundamental dimensions related to data (culture and importance, availability and collection, interfunctional collaboration) and two technological dimensions (platforms and tools, collaboration between marketing and IT).

About one third of CMOs are directly responsible for collecting and analysing consumer and market-related information, as well as for supervising technical tools such as Crm platforms or marketing automation.

60% of respondents also claim to be involved in the main decision-making processes related to the company, such as growth strategy and the development of new products;

For data-driven marketing, CMOs will have to deal more with technology-related aspects and fill a skills gap.

Less than half of them say they have data and technological skills available to enable data-driven marketing, highlighting a significant opportunity for transformation.

Definition of real time marketing according to Capgemini Real time marketing is real time marketing performed in real time, with a suitable and suitable approach to the customer and relevant to time and place, keeping the brand value proposition unchanged. Data-driven marketers guide real-time marketing with their data-based skills and ability to respond quickly, so that the customer experience adapts to the needs, desires and behavior of each customer.

45% of respondents have a customer data platform that provides a unified and unique overview of customers, while 47% have a framework for data collection that can define which data to collect, for what purpose and for what use.

44% say they have an adequate range of skills in areas such as artificial intelligence, machine learning, data analytics and data science.

Less than half (45%) have skills in social digital marketing, while a similar percentage (46%) claim to have sufficient skills in the field of augmented and virtual reality.

Real time, we need internal resources

To fill this gap in skills, marketing divisions will try to internalise a large part of the work.

In general, half of the marketers interviewed agree with their company’s decision to develop skills and skills internally rather than to establish partnerships with external suppliers.

Marketers currently work with external agencies for a range of activities, including branding, marketing strategy and digital marketing.

Almost two thirds (60%) have all active partnerships with data providers, while just under half (46%) work with companies active in marketing technologies (such as cloud and CRM).

24% say they want to internalise skills within the next two or three years.

Six areas for data driven marketing

For CMOs who want to prepare for a data-driven marketing scenario, Capgemini has identified six areas of attention:

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