Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
Text:  A A

CMOs Tapping Into Social Data for Consumer Insights

July 31, 2012

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.

Social data can also hint at future consumer sentiment and campaign success: 47.3% of CMOs surveyed have used social data to make predictions or forecasts, most commonly to project sales.

Sharing Social Insights

Some 97% of CMOs share insights from social data with other C-level execs at least annually, 67% share such insights at least monthly, and 25% share them at least every week.

In addition, CMOs say their marketing teams share access to social data with other departments or teams, including the following:

  • Brand management: 59.6%
  • Sales: 36.8%
  • Customer experience/Web design: 36.0%
  • Product management/development: 35.1%

Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this how-to marketing article ... don't worry though, it's FREE!


We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:


Rate this  

Overall rating

  • Not rated yet.

Add a Comment


  • by Rishi Tue Jul 31, 2012 via web

    "One-quarter (25.4%) of CMOs share social data with customer service teams."

    While this fact makes sense, I think it should be the other way around. Online customer service employees, instead, should be gathering this data and relaying it to CMOs. This way, they are able to:

    a) deal with the customer query/problem/sentiment in a timely manner
    b) relay data to upper management that can be used to plan future social media initiatives

    Get access to all our Social Media Marketing cheat sheets at

  • by Jessica Tue Jul 31, 2012 via web

    Nice facts! I think social marketing has a huge impact on both brand loyalty and sales (even for B2B marketers). We track the leads we capture via social media and can see that it is a consistent and reliable source of prospects for us.

    - Jessica at Marketo

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!