By 2025, an estimated 463 exabytes of data will be created each day globally. That's the jaw-dropping equivalent of 98.5 billion DVDs.

Just capturing and managing all of that data is a huge undertaking. New data streams, such as intelligence regarding COVID-19, are being added all the time. The crucial next step is the ability to make sense of it and use it for customer experience management (CXM).

This is where CIOs in EMEA play a critical role. After all, who is better at ensuring their organizations position data at the heart of their processes than the person who knows most about it?

"Data is the foundation of all CXM. No company can deliver a world-class customer experience without living and breathing data," says Steve Allison, head of product marketing, audience and platform technologies, EMEA, at Adobe. "The CIO knows firsthand how to use data, how to govern and share data, how to explore data, and how to use it to derive the insights that underpin every customer interaction."