Chief marketing officers face "unprecedented threats" on the Web and need to quickly evolve to avoid going extinct, Lisa Nirell of EnergizeGrowth says in this video. These trends include a CMO's need to understand IT infrastructure and operations as they expand their IT spend and the existence of "dark social" interactions that can't be tracked by analytics. There are more than 100 Web-based marketing and analytics tools, and CMOs will need to learn which ones they can trust, Nirell says.

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