Agency data and technology capabilities are taking center stage as every CMO feels the mounting pressure for more performance from their marketing and media investments. Agencies are betting heavily on data and building audience activation platforms to deliver growth, efficiency, and scale to their clients.
To learn more, Forrester dug deep into these data and tech stacks to understand how they advance CMOs' and agencies' business.
The promise of data-driven creative is within reach but not yet a reality. It's time for agencies and CMOs to take the next great "human + machine" leap.