Live from DMA2013: It's All About Data-Driven Marketing

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According to the 2013 Teradata study "Data-Driven Marketing," a full 78% of marketers feel the pressure to be more data-driven.

Data isn't going away, says Lisa Arthur, CMO of Teradata Applications, who dropped by the Direct Marketing News booth at DMA2013 in Chicago to talk about the need for CMOs to become more holistic in their data-driven approach to marketing. Arthur also shares advice for how CMOs can work more collaboratively with their colleagues in IT.

If CMOs and CIOs can't get along, the road to data-driven marketing will be paved with heartache.

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