The survey, ‘How Brands Win in the Digital Economy: CMO Survey 2018,’ also found, across the globe, marketing investments are trending upward and marketing’s role has been bolstered by the use of data. The survey also found that while short-term budgets continue to grow, securing long-term investments for “brand building” remains elusive.

Further, 68% of Australian CMOs said despite the growing availability of consumer data, “extricating insights” is still a challenge.

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