How marketing and IT departments can join forces

I'm sure many can remember a time when marketing and information technology departments could carry on for years in the same organization and never see each other. They may have shared a C-level position in the boardroom, but the two might as well have spoken different languages. Subsequently, with the rise of the internet, came the need to track, analyze, and adapt to consumers who existed as a collection of ones and zeros. Rudimentary, yet expensive hardware and software made it hard to act on the data. Then the limitations of housing the data erased with the advent of the cloud and other forms of cheaper storage -- which blew the lid off of marketing intelligence. The CMO became voracious for data as technology became more sophisticated. Who would have thought that in a few short years, the CMO could outspend CIO for technology?

Source: How marketing and IT departments can join forces - iMediaConnection.com

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