10 arguments why your company should have a cmto
DESCRIPTION
Within the next 5 years marketing will spend more on technology than IT. Vast majority of marketers do not have the domain expertise needed to capitalize upon this. Thus, the need for a CMTO!TRANSCRIPT
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Chief Marketing Technology Officer - CMTO Outlined, defined, and 10 arguments for having one
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Presenters
Marcus Tewksbury
Vice President, Strategy and Consulting ------------------------------------------------------------------------------------
Experian | 955 American Ln. | Schaumburg, IL 60173
Office: 224.698.8357 | Mobile: 312.404.4835
Scott Brinker
President & CTO ------------------------------------------------------------------------------------
ion interactive | One Broadway 14th Floor | Cambridge, MA
Office: 888.466.4332 | Direct: 617.583.1311
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Life used to be simple.
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You have the
marketing
department
for marketing.
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You have the
fire department
for firefighting.
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You have the
police
department
for policing.
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You have the
IT department
for information
and technology.
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But what if
marketing
was driven by
information &
technology?
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Are marketing and technology really
that deeply entwined?
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Hundreds of
marketing
software
solutions today...
...thousands
more
on the way.
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Moore’s Law…
“(capacity of
technology)
doubles every 18
months.“
...Was written in…
1965
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Masters of Change
Source – Socialnomics - http://www.youtube.com/watch?v=sIFYPQjYhv8#t=00m29s
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Main St. Marketing
1880
Marketing Capability Wheel
Today
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Pony Express
1880
Marketing Capability Wheel
1900 Today
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Mass goes Mass
1880
Marketing Capability Wheel
1950 1900 Today
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Research
1880
Marketing Capability Wheel
1900 1950 1980 Today
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Digital Era
1880 1900 1950 1990 Today
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Social Era
Today 1880 1900 1950 1990 2008
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Closing the Loop
1880 1900 Today 1950 1990 2008
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Not everyone
in marketing
needs to be a
technologist.
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Just like not
everyone in
marketing is a
“creative.”
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But technology
must be one
of the pillars of
new marketing.
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You’re already responsible for
the outcome of marketing technology.
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Shouldn’t you
be the one
driving?
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Marketer
Marketing Technology
Who’s packing your parachute?
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10 Scenarios
where a
CMTO
can help…
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1. Manage the Technology Stack Pulling the pieces together, with a marketer’s eye
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CHANNELS AWARENESS INTEREST DESIRE ACQUISITION
Quarterly Mag-alog
Birthday Offers
Segment Community Promotion
Local Discount
Birthday Reminder
In-store Loyalty Capture
Store Promotion
2. Understand Cross Channel Interactions Power of the Cookie
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3. Deliver Coordinated, Multi-channel Messaging Nurturing, Triggering, and Marketing Automation
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4. Deliver More Relevant Display Advertising Addressable Audiences, Everywhere
Unidentified
segment
Frequent flyer
segment
Skip long airport security lines!
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5. Measure Marketing Performance Built on disparate sources of data
Media Mix
Touch-point
Fractional Allocation
Inferred Single Channel
Direct Single Channel
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Opt-in
Handle
Date
Sentiment
Trends
Aggregate
Product
Lifecycle
Brand
Preference Clusters
6. Turn Social Media Data into Actionable Insight The “Molecule Theory”
Domain
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7. Address the CEO’s Strategic Concerns Technological factors are not limited to the IT department
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8. Break Free from IT-Marketing Deadlock Marketing must collaborate with IT, not solely depend on IT
IT
• Stability
• Security
• Economy
• Standardization
• Function
Marketing
• Speed/agility
• Innovation
• Market impact
• Differentiation
• Experience
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9. Enable Agile Marketing The clockspeed of marketing accelerates—can you?
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10. Even More Marketing Technology Coming Your Way Innovation in marketing? You ain’t seen nothin’ yet…
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10 Scenarios where a CMTO can help…
1. Manage the Technology Stack
2. Understand Cross Channel Interactions
3. Deliver Coordinated, Multi-channel Messaging
4. Deliver More Relevant Display Advertising
5. Measure Marketing Performance
6. Turn Social Media Data into Actionable Insight
7. Address the CEO’s Strategic Concerns
8. Break Free from IT-Marketing Deadlock
9. Enable Agile Marketing
10.Even More Marketing Technology Coming Your Way
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Questions?
1. Manage the Technology Stack
2. Understand Cross Channel Interactions
3. Deliver Coordinated, Multi-channel Messaging
4. Deliver More Relevant Display Advertising
5. Measure Marketing Performance
6. Turn Social Media Data into Actionable Insight
7. Address the CEO’s Strategic Concerns
8. Break Free from IT-Marketing Deadlock
9. Enable Agile Marketing
10.Even More Marketing Technology Coming Your Way
© 2010 Experian Information Solutions, Inc. All rights reserved.
41
Contact Information
Marcus Tewksbury
Vice President, Strategy and Consulting ------------------------------------------------------------------------------------
Experian | 955 American Ln. | Schaumburg, IL 60173
Office: 224.698.8357 | Mobile: 312.404.4835
Scott Brinker
President & CTO ------------------------------------------------------------------------------------
ion interactive | One Broadway 14th Floor | Cambridge, MA
Office: 888.466.4332 | Direct: 617.583.1311