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The vast majority of CMOs (89.4%) say social data (related to customer use of social media) has affected at least some of their business decisions, and 21.3% say such data affects at least 1 in 5 decisions they make, according to a new report by Bazaarvoice and The CMO Club.

Moreover, CMOs agree that social data* reflects business and consumer trends, and that it's at least somewhat effective in indicating the following:

  • Discernible trends that may impact the business: 83.3%
  • Consumer demographics and/or psychographics: 80.7%
  • Consumer sentiment toward product lines: 79.7%
  • Influence of individuals or groups on the purchase decision: 77.9%
  • Consumer sentiment toward a brand or company: 72.8%

Below, additional findings from the study titled "Chief customer advocate: How social data elevates CMOs," by Bazaarvoice and The CMO Club.

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