A new IBM analysis indicates that chief marketing officers want to explore how data, analytics, social media and mobile device usage can help them obtain a more clear customer profile in order to help build their company’s business.

“After speaking with CMOs around the world, it became evident that more companies across all industries are striving to integrate their physical and digital presence in order to provide a more integrated, seamless customer experience,” John Kennedy, vice president for marketing with IBM’s global business services, said Monday.

“In response, we launched the new IBM Interactive Experience to help CMOs and other C-suite leaders design and build rich, data-enabled experiences for their customers and stakeholders,” he added.

The IBM 2013 Global C-suite Study derived data from interviews of more 4,000 C-suite executives from across different sectors.

IBM classified respondents as either traditionalists (37 percent), social strategists (33 percent) and digital pacesetters (30 percent).

The survey also found that many CEOs are relying on marketing leaders to participate in business strategy development and that most of the responding CMOs identified mobility as the number one technology of the future.