# Question: The CMO Council and SAS set out to better understand

The CMO Council and SAS set out to better understand the key challenges, opportunities, and requirements that both chief marketing officers ( CMOs) and chief information officers ( CIOs) were facing in their journey to develop a more customer- centric enterprise. The following findings are from an online audit of 237 senior marketers and 210 senior IT executives. (Data extracted from “Big Data’s Biggest Role: Aligning the CMO & CIO,” March 2013, bit. ly/ 11z7uKW.)

a. What is the probability that a randomly selected executive identifies Big Data as critical to executing a customer- centric program?

b. Given that a randomly selected executive is a senior marketing executive, what is the probability that the executive identifies Big Data as critical to executing a customer- centric program?

c. Given that a randomly selected executive is a senior IT executive, what is the probability that the executive identifies Big Data as critical to executing a customer- centric program?

d. What is the probability that a randomly selected executive identifies that functional silos block aggregation of customer data throughout the organization?

e. Given that a randomly selected executive is a senior marketing executive, what is the probability that the executive identifies that functional silos block aggregation of customer data throughout the organization?

f. Given that a randomly selected executive is a senior IT executive, what is the probability that the executive identifies that functional silos block aggregation of customer data throughout the organization?

g. Comment on the results in (a) through (f).

a. What is the probability that a randomly selected executive identifies Big Data as critical to executing a customer- centric program?

b. Given that a randomly selected executive is a senior marketing executive, what is the probability that the executive identifies Big Data as critical to executing a customer- centric program?

c. Given that a randomly selected executive is a senior IT executive, what is the probability that the executive identifies Big Data as critical to executing a customer- centric program?

d. What is the probability that a randomly selected executive identifies that functional silos block aggregation of customer data throughout the organization?

e. Given that a randomly selected executive is a senior marketing executive, what is the probability that the executive identifies that functional silos block aggregation of customer data throughout the organization?

f. Given that a randomly selected executive is a senior IT executive, what is the probability that the executive identifies that functional silos block aggregation of customer data throughout the organization?

g. Comment on the results in (a) through (f).

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