Reporter's Notebook: McKinsey's Heller Talks Analytics

Reporter’s Notebook: McKinsey’s Heller Talks Analytics

Jason Heller, global lead for digital marketing operations at McKinsey & Co., shared his thoughts at the eMetrics Summit in New York last week on “How To Help The CMO Succeed.” Here are some highlights from his presentation to an audience of data scientists and statisticians about the role of analytics in supporting the CMO mission. The mission of the modern CMO is closely aligned with that of the CEO — driving growth and value with responsibility for the entire customer journey. CMOS are asking: Do we have enough data scientists? Are we accelerating customer acquisition? Are we increasing customer value? What they care about is taking the intense amount of data that happens every day from call centers, Web sites and stores, then stitching it together and identifying new…


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