In conversation with Amy Peirce of PwC during Variety’s Innovate Summit, executives from companies like AT&T and CBS discuss how the role of chief data officer has evolved over the years.

“You have the growth of the CDO role, initially focused on data collection, data governance, but increasingly in analytics,” said Radha Subramanyam, chief research and analytics officer at CBS. “And it’s only really in past year or two that the roles have coalesced.”

Brad Dancer, National Geographic Partners’ EVP of data, insights, and brand standards, also spoke during the chief data and analytics officer roundtable. He says the CDO role has dramatically changed from 12 years ago, when people were figuring out how to get the CEO to pay attention to people in the data realm.

Now however, Dancer says, “I cannot get the CEO out of my office.”