In their quest to become more customer-centric, property and casualty (P&C) insurers are increasingly investing in digital technologies that help predict customer behaviors and engage with them on their terms. The chief marketing officer (CMO) is at the center of the action, a role that has grown to become one of the most complex and challenging in a carrier’s organization. Already, the noise is deafening. According to industry estimates, insurers spend over $6 billion on advertising per year, with carriers battling each other across channels, from television and radio to Web advertisements and social media. According to a study by market intelligence company SNL Financial, the marketing spend by the insurance industry outstrips every other U.S. industry by nearly 8%.