Areas of exploration covered in this research include:

• The roles each of these functions play when it comes to developing, delivering and continuously improving upon profitable customer engagements
• The level of cross-functional alignment across all customer experience stakeholders, and ways organizations are ensuring cross-functional participation across the data value chain
• The types of data sources that functional groups are able to extract important insights from, and those sources of data that are still out of reach
• The greatest obstacles organizations face as they attempt to realize greater value from internal data assets, and what holds these organizations back from realizing the full potential of data
• The technology deployment roadmaps organizations are seeking to implement over the next year to improve data utilization across the organization

To ignite real change, marketing, commerce, and supply chain functions must work together to elevate data strategies.