"Huge potential profit is hidden in the customer data. It's a gold reef!" You were trying to persuade the CMO, "$50000 and 4 months. We'll discover impactful consumer insight and segment our target."
With those words, your gold would stay deeply buried for another century. Data analysis requires investment of money, time and human resource. Proposing without an objective linked to the $ sign is the easiest way to kill it in the cradle.