 Driving value through digital change is an ambition that ranks highly among many chief marketing officers. But to get there, businesses will need to transform processes, act on insights and establish powerful C-suite partnerships.
GfK’s Claire Blythe was recently named Role Model of the Year at Computing’s Women in Tech Excellence awards. Here, she opens up about her success in tech leadership, how women can advance their careers in the field, and what excites her about the future.
 Governments are implementing ever more advanced support programs to stimulate their economies to recover from the COVID-19 crisis and broader geopolitical challenges, and to thrive once again. The schemes being established include investments in physical infrastructure, digital and communications upgrades, sustainability improvements and highly-targeted tax incentives.
As these significant efforts move ahead, a key priority will be how to maximize their efficacy. This will require a close examination of which initiatives are best funded and run by government, and where the introduction of private infrastructure investors might drive efficient development, freeing money for schemes elsewhere.  For SMEs, efficiently allocating workspaces and meeting rooms in the hybrid workplace has become a major challenge. This has prompted a concerted move, among many, to agile desk booking.
 In today’s digital era, companies are being deluged by data and analytical tools. This means there is often a painful mismatch between the information they rely on and the brand experiences their customers need across different channels.
At the same time, as the global economy experiences turbulence, business leaders need to unlock new areas of growth through modern customer activation strategies.  Globally, companies responded and recovered from the pandemic conditions by launching significant metamorphoses, and mergers and acquisitions played an instrumental role in this journey. Indeed, in 2021, against the backdrop of the most challenging conditions, corporates and private equity firms spent an unprecedented $5 trillion on M&A, the highest activity ever recorded.
 A new category of system is helping execs grapple with complex data, siloed operations and macroeconomic challenges.
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