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.