This paper originally appeared in the March 2019 issue of the Journal of Applied Marketing Analytics (JAMA).
This paper explores a number of issues including the role of the CDO, the responsibility of the CDO compared with that of the chief information officer or chief digital officer, how organizational data maturity correlates to use of the CDO, how the chief marketing officer (CMO) has yet to leverage this new function, the challenges associated with such a collaboration and how various organizations are viewing the marketing data challenge. The paper goes on to describe the impact of the General Data Protection Regulation as a catalyst for data-quality initiatives and models for collaboration between the CMO and CDO.