Insights

As we head into 2017, retail chief marketing officers are under the gun more than ever before to produce measurable results. Jobs are on the line, as CEOs demand evidence that increased marketing technology investments are paying off. And that spending won’t slow down soon: Gartner recently doubled down on its prediction that CMOs will outspend their CIO counterparts on technology in this coming year.   

Just a few years ago, consumers typically associated subscription services with utilities and print media. Yet the rapid rise of digital technologies has led to an explosion in the number of services available, which cater to almost every aspect of consumers’ lives – from Spotify and Netflix to Birchbox and Blue Apron.