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).

BIG DATA IS CRITICAL TO EXECUTING A CUSTOMER-CENTRIC PROGRAM EXECUTIVE GROUP Marketing IT Total Yes 95 107 202 No 142 103 245 Total 237 210 447 FUNCTIONAL SILOS BLOCK AGGREGATION OF CUSTOMER DATA THROUGHOUT EXECUTIVE GROUP Marketing IT Total THE ORGANIZATION Yes 122 95 217 No 115 115 230 Total 237 210 447