We spoke with four CMOs on their approaches to data management, communication, and fostering a culture of innovation to maximize marketing effectiveness.

Amazon tests removing product reviews and ratings from search: The retailer claims it will enhance the browsing experience, but it creates friction for the majority of shoppers who rely on customer feedback.

The role of the CMO has expanded far beyond traditional marketing expectations. Despite high expectations and many challenges, CMOs can find new opportunities to lead successful teams and drive business growth. Four CMOs share their perspectives for this report.

The CMO's role is complex and challenging: While some have secured their C-suite spot, others face role elimination. This year, CMOs should focus on enhancing internal collaboration and communication for growth, strategically integrating AI, and innovating to maintain a competitive edge.

Best Buy, CNET partner for unique retail media offering: Advertisers will be able to purchase and measure ads across both sites, while CNET content will be featured across Best Buy’s stores, site, and app.

As consumer expectations evolve at breakneck speed, staying ahead means investing wisely in technology. Learn why 42% of online retailers plan to boost their digital investments this year, according to a recent CommerceNext survey.

Gen Zers’ habits diverge from other generations’ in the early stages of the customer journey. Our inaugural survey of banking consumers in Canada spotlights the differences to help banks drive conversions.

GenAI is on the agenda for most retailers in 2024: Walmart, Target, Canadian Tire, and others are turning to the tech to boost customer and employee satisfaction.

Gen Z isn’t taking the same financial services customer journey as older consumers. Our inaugural survey of US banking consumers unveils where the differences lie.

Gen Zers are more calculated in their purchase decisions and are less likely to make impulse purchases compared with older generations. Social media is just one tool they use to evaluate products.

Affiliate marketing is maturing into a multidimensional, full-funnel channel. But not everyone is convinced of its potential, said Alexandra Forsch, president of Awin Americas. For senior decision-makers, affiliate marketing is “considered a very tactical channel and not a strategic one, and as such, it’s not as attractive,” Forsch said on a “Behind the Numbers” podcast episode.

Casper’s subway ads give commuters fun puzzles to solve while increasing its brand awareness. Albertsons Companies leverages a game to entice consumers to play for discounts and rewards. And Nike’s mobile app earns the brand a spot in consumers’ everyday lives. Here are five ways brands are embracing gamification across different stages.

Most consumers use online marketplaces to find products, but the number who are browsing in-store or on social media is growing. Retailer websites are where customers go for product research. And when it comes to purchasing, price and delivery options are the most important factors.

Marketers have a wealth of opportunities throughout the buyer’s journey to leverage generative AI. Here's how to use it effectively at each stage of the customer life cycle.

Thirty percent of all insurance transactions will occur in embedded channels within the next five years. Insurers who don’t act now will miss out on reaching new customers—and risk losing current ones to innovative competitors offering embedded policies.

Consumers’ concern over how their personal data is being used has led brands to look for new ways to reach and engage their target audiences and measure performance. To find success, brands need a deep understanding of their customers and an ability to diversify the channels used to reach them

Regardless of changes in the market, marketers will always have to build their first-party data around the buyer’s information and behavior. Complete and accurate data on prospects and customers is essential to making sound decisions about accounts that sales and marketing should target together.

With an increasing number of ways to discover, research, and buy products, the customer journey is becoming less linear and more spread across touchpoints in the physical and digital worlds. We break down these changes and what retailers need to do to stay in touch with their consumers.

On today's episode, in our "Retail Me This, Retail Me That" segment, we discuss what the customer journey currently looks like, where folks are discovering products, and how the funnel is collapsing. Then for "Pop-Up Rankings," we rank the top four personal frustrations in the customer shopping journey. Join our analyst Sara Lebow as she hosts analysts Sky Canaves and Suzy Davidkhanian.

By putting conversion at the front of a marketing strategy, brands can scale quickly and sustainably. Learn how to leverage the opportunity marketers have today by modernizing the sales funnel.