Abstract:

Insights2020 – Driving Customer-Centric Growth, is a global marketing leadership initiative focused on aligning insights and analytics strategy, structure and capability to drive business growth. The Insights2020 study has developed the strategic framework, practical guidelines and case studies to help marketing and insights & analytics leaders define the role of insights & analytics in driving business strategy and growth; build and organise the function for success; and emulate the leadership competencies and behaviours of over-performing organisations. Insights2020 builds on Marketing2020, which is the largest study of its kind, helping CMOs align marketing strategy, structure, and capability with business growth. Marketing2020 included contributions from more than 250 CMOs and 10,000 marketers across 92 countries and was featured in the July-August 2014 Harvard Business Review.