Just like other areas of economy, marketing, too, has been impacted significantly by the growth of data analytics. Although the importance of analytics has been recognized in marketing, yet it is observed that in most cases the tools are not being used efficiently. For this, aligning data with the goals of the company needs to be done. Secondly, the smooth transition from big data to useful data and determination of the relevant metrics and adoption of those metrics are required. And last but not the least, hiring of the right people with analytical and creative minds to properly use the data is imperative. Read more: http://www.forbes.com/sites/johnrampton/2015/06/21/how-can-cmos-make-sense-of-big-data/