1. WELCOME TO Marketers can now use data to shape everything from howTHE ERA OF THE brands interact with customers to the products and services they oﬀer to the structure and culture of the company itself. By radically rethinking theirOn a smarter planet, we’ve seen THE DATA OF DESIRE. THE BRANDING OF profession, marketers today arehow predictive analytics can CMOs used to try to shape CULTURE. able to understand customershelp transform everything from customers’ desires; now they’re But the transparency that as individuals, use predictivehow we ﬁght crime to how we actually learning how to predict companies have into consumerimprove things like healthcare, them. Sophisticated analytics patterns is, conversely, met byfood safety and utility grids. help them take a holistic view increased consumer transparencyFor companies, this has raised of the customer experience into companies’ actual behaviorinteresting questions about and create new methods of and performance. Social media By 2017, CMOs will spend morehow to take advantage of the on IT than CIOs.unprecedented streams ofinformation generated by today’s tools to get ahead of demandcustomers. These questions and design truly socialare increasingly falling on the businesses. These CMOs areshoulders of the chief marketing bringing more rigor to theoﬃcer. Our study of 1,700 ROI of their marketingCMOs worldwide conﬁrmed investments and are ultimatelythat marketers believe their proving that marketing canprofession is being transformed be less obtrusive and moreby “big data,” the proliferation personal, less of a pitch andof new mobile devices and the more of a service to peopleemergence of social media. than ever before.And only 48 percent of those IBM is convening leadingwe spoke with said they felt CMOs and CIOs in anprepared for today’s complexity. ongoing discussion on theirHowever, a new kind of CMO ideas about how marketingis adapting to these changes and and technology can comeis reinventing the notion of what together to make both stronger.marketing can do. To join the discussion, visit ibm.com/smartermarketing or #CMO #CIO on Twitter.FROM MILLIONS TO ONE.Today, the vast amount of datathat customers are generatinglets marketers understand themnot just as segments or targets,but as actual individuals. CHIEF EXECUTIVE CUSTOMER. engagement, using data to only serves to amplify those LET’S BUILD A create not just a snapshot of a moments in which company First Tennessee Bank achieved an ROI SMARTER PL ANET. of more than 600% using predictive customer, but a lifetime view promises fall short (or exceed analytics to more intelligently target oﬀers to customers. that can improve with every expectations). The CMO interaction. Predictive analytics now plays an essential role inAnd those individuals expect brings science to the art of aligning the company’s valuesmore from the brands they do customer engagement, helping and beliefs with its brandbusiness with—not just service, create a seamless experience promise. They are spendingbut hyperpersonalized service. that can give customers what more and more time on “whoForward-thinking marketers are they want, when they want it. we are” and not just “what weconnecting the universe of sell,” giving their ﬁrms a newtransactional, social, service and degree of social intelligencesearch data to build new levels and self-awareness—essentialof customer visibility and for any long-term relationshipunderstanding—and are then with customers.making more precise decisionsabout whom to reach. A leading apparel company is using analytics to drive sales by optimizing product placements on their website, based on social media and product availability.2012 Gartner Report: “By 2017, the CMO will spend more on IT than the CIO.”IBM, the IBM logo, ibm.com, Smarter Planet and the planet icon are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. A current list of IBM trademarks is available on the Web at www.ibm.com/legal/copytrade.shtml. © International Business Machines Corporation 2012.