Tech Companies, Meet Your New Best Customer

At Kara's Cupcakes in San Francisco, a customer uses the PayPal Here device to charge his purchase Photograph by Kim White/Paypal Via Bloomberg

Here’s an intriguing prediction: Market researcher Gartner estimates that by 2017 chief marketing officers will spend more on IT than their counterpart chief information officers. While this may come as a shock to a lot of technology companies, it doesn’t surprise me at all. In today’s digital world, consumers leave behind rich traces of data just going about their everyday lives. This creates an enormous pool of information marketers can exploit to grow their business. For this, marketers need technology. Lots of it, as Gartner’s conclusion proves.

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