A third of CMOs (33%) are more focused on the impact of rising number of channels and platforms than increasingly complicated consumer behaviour (17%), according to new research from integrated marketing data platform Adverity.

Findings also suggest that related growth in data volumes may be a significant cause behind this imbalance of priorities.

Titled 'Recession, Resilience, & Marketing Data: What’s shaping the CMO’s roadmap?', the report surveyed 300 CMOs...