Marketing investment driven by data dividend

Dentsu Aegis Network Asia-Pacific chief strategy and innovation officer Arvind Sethumadhavan

A MAJOR, global survey of 1,000 chief marketing officers (CMOs) and senior level marketers across 10 countries – including Australia, China and Japan in Asia-Pacific – has revealed that marketing investment is on an upward curve as marketing’s role as the primary “growth antennae” for organisations is strengthened by the use of data.

CMOs are therefore in a unique position to turn consumer insight into the next commercial opportunity and new sources of revenue.