As more touch points become digital, opportunities to collect and use customer information to understand the consumer decision journey and knit together the customer experience are increasing.

Too many companies allow IT to control the collection and management of data and the relevant budgets; and with its traditional focus on driving operational efficiency, it often lacks the strategic or financial perspective that would incline it to steer resources toward customer engagement goals.

More than ever, customer engagement data needs to feed back to marketing. Some companies have a digital Council lead by a VP of Marketing who articulates the strategy, and attended by lead of IT, who lays out options for executing it and receives direction and funding from the council.