The Chief Data Officer's Agenda: The CDO-CMO Relationship - Data-Driven Marketing
 

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The Chief Data Officer's Agenda: The CDO-CMO Relationship - Data-Driven Marketing

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The collaboration between Chief Data Officers (CDOs) and Chief Marketing Officers (CMOs) is destined to become Lennon & McCartney of digital business. To transform organizations in a digital world, ...

The collaboration between Chief Data Officers (CDOs) and Chief Marketing Officers (CMOs) is destined to become Lennon & McCartney of digital business. To transform organizations in a digital world, the CDO/CMO combination will power data-driven marketing, agile management, growth hacking, a culture of experimentation, and most importantly, the design and delivery of a new generation of customer experiences. At the heart of the partnership is the interplay between analytics and creativity. Marketing is moving beyond the talents of art and copy to incorporate talents of code and data in its vision and operations. The CDO can turbocharge those capabilities. Finally, we'll talk a bit about the evolution of organizational structure to enable this collaboration to achieve its fullest potential.

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The Chief Data Officer's Agenda: The CDO-CMO Relationship - Data-Driven Marketing Presentation Transcript

  • 1. www.cdovision.com Moderator: Tony Shaw CEO, DATAVERSITY Speaker: Scott Brinker CTO ION INTERACTIVE #CDOVision
  • 2. Turbocharging a New Generation of Customer Experiences by Scott Brinker @chiefmartec
  • 3. Co-founder & CTO Software and services for marketing apps. Author & Editor Blog on the entwining of marketing & technology.
  • 4. Technology Marketing Strategy The Most Interesting Intersection in the World
  • 5. Marketing will be the largest producer and consumer of data in the enterprise.
  • 6. Everything digital is controlled by software.
  • 7. Software is marketing’s interface to reality.
  • 8. 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.
  • 9. Marketer Marketing Software Web Services Client Software Customer Software is the middleman in digital marketing.
  • 10. Distance between communications and customer experience has collapsed to a click.
  • 11. ZMOT: Winning the Zero Moment of Truth, Jim Lecinski
  • 12. Data is both the fuel and the exhaust of the marketing technology ecosystem.
  • 13. Marketer Marketing Software Web Services Client Software Customer Data is both the fuel and the exhaust of the marketing technology ecosystem.
  • 14. Data is both the fuel and the exhaust of the customer experience ecosystem.
  • 15. The King Solomon approach to dividing marketing technology.
  • 16. Marketing Savvy TechSavvy Old School Marketers OldSchool Engineers New School: Marketing Technologists Creative Technologists Growth Hackers Chief Digital Officers Data Scientists
  • 17. 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
  • 18. Cowboy Laggard Prisoner Technology Expertise TechnologyAuthority
  • 19. 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 strategiesevaluate and integrate
  • 20. 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 strategiesevaluate and integrate CDO
  • 21. 81% of large organizations now have the equivalent of a chief marketing technologist role.
  • 22. 7 Meta-Trends of a New Brand of Marketing
  • 23. Co-founder & CTO ion interactive, inc. http://ioninteractive.com sbrinker@ioninteractive.com Twitter: @chiefmartec Author & Editor Chief Marketing Technologist http://chiefmartec.com Thank you! Please feel free to reach out to me if I can help in any way.