the chief data officer's agenda: the cdo-cmo relationship - data-driven marketing
TRANSCRIPT
www.cdovision.com
Moderator: Tony ShawCEO, DATAVERSITY
Speaker: Scott BrinkerCTOION INTERACTIVE
#CDOVision
Turbocharging a New Generation of Customer Experiences
by Scott Brinker@chiefmartec
Co-founder & CTOSoftware and services for marketing apps.
Author & EditorBlog on the entwining of marketing & technology.
TechnologyMarketing
Strategy
The Most Interesting Intersection in the World
Marketing will be the largest producer and consumer of data in the enterprise.
Everything digital is controlled by software.
Software is marketing’s interface to
reality.
Analytics/attribution software affects our perceptions.
Marketing automation software affects our processes.
Social media listening software affects our engagement.
Customer experience software affects our touchpoints.
CRM software, by definition, affects our relationships.
Marketer Marketing Software
Web Services
Client Software Customer
Software is the middlemanin digital marketing.
Distance between communications and customer experience has collapsed to a click.
ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
Data is both the fuel and the exhaustof the marketing technology ecosystem.
Marketer Marketing Software
Web Services
Client Software Customer
Data is both the fuel and the exhaustof the marketing technology ecosystem.
Data is both the fuel and the exhaustof the customer experience ecosystem.
TheKing Solomon approach to
dividing marketing
technology.
Marketing Savvy
Tech
Sav
vy
Old School Marketers
Old
Sch
ool
Engi
neer
s
New School:Marketing TechnologistsCreative Technologists
Growth HackersChief Digital Officers
Data Scientists
CMO:I’m ready to take over our IT spend!
CIO:Why me?
By 2017 the CMO will spend more on IT than the CIO.
– Gartner
Cowboy
Laggard Prisoner
Technology Expertise
Tech
nolo
gy A
utho
rity
Chief Marketing
Technologist
CMO
Prospects & Customers
IT Marketing Teams
Agencies & Vendors
enable and educate
prioritize, facilitate, and maintain good
governance deliver and measure technology-powered
experiences
advise and implement technology-powered
strategies evaluate and integrate
Chief Marketing
Technologist
CMO
Prospects & Customers
IT Marketing Teams
Agencies & Vendors
enable and educate
prioritize, facilitate, and maintain good
governance deliver and measure technology-powered
experiences
advise and implement technology-powered
strategies evaluate and integrate
CDO
81% of large organizations now have the equivalent of a chief marketing technologist role.
7 Meta-Trends of a New Brand of Marketing
Co-founder & CTOion interactive, inc.http://ioninteractive.com
[email protected]: @chiefmartec
Author & EditorChief Marketing Technologisthttp://chiefmartec.com
Thank you! Please feel free to reach out to me if I can help in any way.