A recent story out of the 2012 Consumer Electronics Show (CES) predicts that among the top five technology trends that will change advertisers approach to marketing in 2012 will be the rise of the chief data officer (CDO). Throughout the C-level suite, particularly on the marketing and product innovation sides of the house, they are beginning to understand that leveraging their data will be one of the few things to achieving and sustaining a competitive advantage. The ones that will win will understand that they are data companies who happen to be servicing a particular vertical or market segment. This is a mindset transformation that not every company will be able to make.
CIOs and CTOs need to understand this or risk seeing the chasm between business and IT continue to grow, or worse, become irrelevant.