The world is changing yet again as technology innovations become more closely aligned with the marketing function. The marketer of today looks much different than in years past and the transformation has reached the C-Suite. Chief Digital Officers (CDOs), Chief Marketing Officers (CMOs) and marketers alike are beginning to require robust, real-time, customer profile dashboards combining and reflecting internal data, external third-party data, website and SEO/SEM analytics, social and market research data. CIOs will be receiving more pressure from tech savvy marketers and CDOs to find a way to provide full customer profiles for more effective target marketing both in terms of cost effectiveness and conversions. The days and budgets for spray-and-pray awareness marketing are coming to a close. Marketers are under pressure to attract more customers with smaller budgets. As such, marketers will be putting more pressure on IT to provide accurate, insightful and actionable data.