Playbooks

Why Data Strategy Has Become a Marketing Imperative for Modern CMOs

Why Data Strategy Has Become a Marketing Imperative for Modern CMOs

Building the data foundation for modern marketing.

The Data Strategy Playbook, written by Vanessa Micelli, Overline Consulting’s Global Data & Tech Practice Lead, unpacks why data has shifted from a back-office concern to a core marketing capability. Vanessa is a data strategist and solution architect. Her career sits at the intersection of marketing, IT, and analytics. She has worked with several Fortune 100 brands to drive acquisition, efficiency, retention, and transformation goals.

The report captures the moment marketing is in today. Signal loss is accelerating. Customer expectations are rising. AI is becoming central to execution. Data strategy can no longer sit with one team in the background. This playbook makes the case for building the data foundation marketing needs. It helps you prove impact, personalize with confidence, and scale with AI.

What You’ll Learn

– Why data now shapes customer experience, performance measurement, and AI success

– Where marketing teams lose value by treating data as a back-office task

– How to build the database you need to prove results and grow with AI


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