Gee, what an interesting... scenario.
Ad Age asked, "What's a marketer to do?"
"CMOs have to step up to a larger role and question a host of historical assumptions of how marketing works," [McKinsey's Tom] French said. "They have to continue to build rich, robust and proprietary customer insights, but they have to do it from a bunch more sources."
No kidding? Wish I'd thought of that.