predicting your way to cmo: emetrics boston 2013
DESCRIPTION
As marketers begin to rely on predictive models to forecast business outcomes, a new problem merges: scaling one-to-one relationships with an emphasis on the human experience. Gregory offers a new set of metrics for success for today’s marketing programs, and proposes a new metrics framework for the data-driven CMO. He then offers five tips on how a senior-level analyst or marketing manager can master the latest trends and become successful leaders in today’s data-driven market. Are you ready to take the next step and become a data-driven CMO?TRANSCRIPT
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PREDICTING YOUR WAY TO CMO
Gregory Ng | Chief Marketing Officer@GregoryNg
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@GregoryNg
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@GregoryNg
“2013 Predictions: Today’s CMO Becomes Master of Data.”
IDC Chief Marketing Officer Top 10 Predictions for 2013
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@GregoryNg
“Companies are driving Lamborghinis in the parking lot at 5 mph.”
Jim Hazen, EY
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@GregoryNg
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@GregoryNg
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@GregoryNg
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@GregoryNg
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@GregoryNg
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@GregoryNg
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@GregoryNg
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@GregoryNg
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@GregoryNg
BLINDLY FOLLOWING STRATEGYWITHOUT
USING DATA
YELLING BUT NOT
ENGAGING
REPORTING ON THE PAST NOT FORECASTING THE FUTURE
FAILING TO PROVE ROI
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@GregoryNg
FOCUS ON THE
CUSTOMER
EFFICIENTRELEVANTCONTENT DELIVERY
PROVENDATA-BASEDPREDICTION
INFLUENCER IN THE C-SUITE
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@GregoryNg
TEACH CMOs TO BE MORE DATA DRIVEN
OR
TEACH ANALYSTS TO BE CMOs
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@GregoryNg
TEACH CMOs TO BE MORE DATA DRIVEN
OR
✔
TEACH ANALYSTS TO BE CMOs
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@GregoryNg
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to prepare for the data-driven marketing revolution and be a data-driven CMO
5STEPS
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1OVERDELIVER
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@GregoryNg
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@GregoryNg
THE INFO REQUESTEDMAY NOT TELL THE WHOLE STORY
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@GregoryNg
TIE ANALYSIS TO BUSINESS OUTCOMES
RECOMMEND ACTION
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2KNOW YOUR CMO
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@GregoryNg
KNOW THE CMO’S ADMIN
KNOW WHO YOUR CMO MEETS WITH REGULARLY AND WHY
KNOW WHY EACH PERSON IS IMPORTANT TO THE CMO
X
KNOW YOUR CMO
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@GregoryNg
WHAT KEEPS YOUR CMO UP AT NIGHT?
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@GregoryNg
WHAT DOES YOUR CMO NEED? ASK.
✔
TAKE INITIATIVE AND BOOK A MEETING
✔
HAVE A SPECIFIC PURPOSE
✔
ASK WHAT THE CMO NEEDS
✔
PROVIDE UNIQUE VALUE
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3PRESENT LIKE A CREATIVE
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@GregoryNg
HOW TO MAKE AN IMPACT
REHEARSE
PRESENT STANDING UP DECK SHOULD BE 10% OF YOUR APPENDIX
MAKE EYE CONTACT
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@GregoryNg
MAKE NUMBERS RELEVANT AND ACTIONABLE
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@GregoryNg
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4KNOW WHO YOU NEED TO KNOW
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@GregoryNg
KNOW EVERYONE
UNDERSTAND HIERARCHY
EAT WITH NEW PEOPLE ATTEND ORIENTATION IN OTHER DEPARTMENTS
READ DEPARTMENT ANNOUNCEMENTS
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@GregoryNg
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@GregoryNg
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@GregoryNg
CMO YOU CIO
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5KNOW YOUR CUSTOMER
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@GregoryNg
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@GregoryNg
DO YOU SPEAK THE CUSTOMER’S LANGUAGE?
✔
LISTEN TO CUSTOMER CALLS
✔
ATTEND FOCUS GROUPS
✔
READ USER FORUMS
✔
VISIT STORES
✔
ORDER SOMETHING
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@GregoryNg
DO THIS. BEFORE YOU DO THIS.
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@GregoryNg
DO THIS. BEFORE YOU DO THIS.
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@GregoryNg
DO THIS. BEFORE YOU DO THIS.
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@GregoryNg
DO YOU HAVE WHAT IT TAKES?
FOCUS ON THE
CUSTOMER
EFFICIENTRELEVANTCONTENT DELIVERY
PROVENDATA-BASEDPREDICTION
INFLUENCER IN THE C-SUITE
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@GregoryNg
THANKS.
GREGORY NGCHIEF MARKETING OFFICERBROOKS BELL@GREGORYNG