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The CIO-CMO war that wasn't, and the data-savvy companies that know it and win

from Forbes

The much-hyped turf war between chief information officers and chief marketing officers is dead — if it even ever existed. It's certainly true that there's a pretty big turf for them to battle over, as illustrated by the $50 billion-plus that marketers already spend on Big Data and analytic capabilities annually, according to McKinsey & Co. There's a good reason for all that spending: companies that are more data driven are 5 percent more productive and 6 percent more profitable than other companies, according to McKinsey. But just because there's a huge pie doesn't mean executives are necessarily fighting over it. more

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