Increasingly, marketing relies on IT as it becomes more data and technology driven. In fact, Gartner analyst Laura McLellan predicts that by 2017, CMOs will spend more on IT than CIOs. As the lines between these two departments blend together, the questions being asked are, “Who owns the data?” and “Who owns the platform?” Really, it’s time to follow the lead of social business and share the data and platform. When companies, employees, and customers connect as part of a social business, better processes, products, and services come out of the partnership to give brands a competitive edge. A strong alliance between IT and marketing will facilitate a consistent customer experience, improving the brand as well. In this webinar, we'd like to talk about how IT and marketing departments can work together to serve the customer coherently. Please join our panel of experts to discuss: -Engaging with IT to evaluate the best marketing applications. -Leveraging the IT department’s strengths. -What IT can learn from the marketing department. -Benefits of a single platform and shared view of the customer with IT.

1. IT vs Marketing: Who Owns the Data? Who
Owns the Platform?
#SMTLive

2. Join the Conversation…
#SMTLive

3. Thanks to Our Sponsor
@SAPSocialOD

4. #SMTLive
Our Speakers
Johann Wrede is Senior Director of Product Marketing for customer engagement solutions (CRM) at SAP. He has written,
implemented, sold, and marketed software for a variety of companies both large and small. Johann is passionate about transformative
technologies and the opportunities for innovation they create. He currently spends his days thinking about how companies can leverage
technology to create customer engagement. @wredefine
Paul Gillin is a writer, speaker and online media consultant who specializes in social media and content marketing. He is a prolific writer
who has published five books and more than 300 articles since 2007. His books include The New Influencers (2007), Secrets of Social
Media Marketing (2008), The Joy of Geocaching (2010) and Social Marketing to the Business Customer (2011) and Attack of the
Customers (2013). He also wrote the monthly New Channels column in BtoB magazine for seven years. Paul is a veteran technology
journalist with more than 25 years of editorial leadership experience. His website is gillin.com and he blogs
at paulgillin.com and Newspaper Death Watch. @pgillin
Kaiser Fung is Senior Data Advisor at Vimeo. He provides training and advisory services in business analytics and data visualization.
Previously, he held leadership roles in building and managing data teams for SiriusXM Radio, American Express, [X+1] (ad tech), and
Sonus Networks. He is the creator of the popular Junk Charts blog (http://junkcharts.typepad.com/junk_charts), which pioneered the
genre of critically examining graphics in the media; and author of Numbers Rule Your World and Numbersense, both published
byMcGraw-Hill. He has an MBA from Harvard Business School, and holds engineering and statistics degrees from Princeton and
Cambridge. He is also an adjunct professor at New York University. @junkcharts
Robin Carey founded Social Media Today LLC, a media company which brings together many of the world’s best thinkers about
business and policy topics, in 2007. Prior to that, she ran her own media consulting company for 16 years, and worked with Time Inc,
Newsweek, BusinessWeek and Ziff-Davis. She leads a team that curates web-based content about social media and other topics, speaks
frequently about social media and business. @robincarey

5. NEW MARKETING REALITY:
THE DIGITAL MIGRATION
of consumers leverage more than 2 channels
56%
CROSS CHANNEL INTERACTIONS
spent by people daily on digital media
5 hours
SHIFT TO DIGITAL MEDIUM
of CMO’s believe data is the most
underutilized asset
50%
DATA EXPLOSION

6. KEY IMPERATIVES OF TODAY’S
MODERN MARKETER
EXPERIENCE
• Orchestrate
• Connect
• Transact
INSIGHT
• Analyze
• Listen
• Predict
AGILITY
• Optimize
• Strategize
• Collaborate
CUSTOMER

7. KEY IMPERATIVES OF TODAY’S
MODERN MARKETER
EXPERIENCE
• Orchestrate
• Connect
• Transact
INSIGHT
• Analyze
• Listen
• Predict
AGILITY
• Optimize
• Strategize
• Collaborate
FLEXIBILITY
• Platform
• Resourcing
• SLAs
CUSTOMER
INTEGRATION
• Processes
• Systems
• Information
DATA
• Collection
• Integrity
• Compliance

8. WHY IS THERE A
DISCONNECT?
COMMUNICATION
OBJECTIVES
MEASURES

9. Data Integration is a Problem
Do you feel you are missing important data points to provide a
more comprehensive view of your customer?
Yes
Possibly, but not sure
what's misssing
No
Not sure
Source: CMO Council survey of 237 senior marketers, April, 2013

10. Analytics Shortcomings Throttle Strategy
15%
33%
37%
37%
45%
50%
Lack of senior management understanding
Reluctance to accept new technology
Management silos
Inability to present compelling business case
Lack of capacity for analyzing big data
Inadequate budget
Biggest obstacles to more effective digital marketing
strategies
Source: Economist Intelligence Unit/ Lyris
survey of 257 marketing
executives, March, 2013

11. Analytics is Marketing’s Biggest Skills Gap
Source: Online Marketing Institute survey of 747 advertising and
Fortune 500 marketing executives, October, 2013

12. Data
Acquisition
Data Cleaning
Data
Transformation
Modeling/
Analysis
Statistics
Insights
Profiles
Clusters
Scores
etc.
Data Ready For
Consumption
Interpretation Data Solves
Business
Problems
Presentation
Business Impact
is Verified
Analytical
Planning
Kaiser Fung |Data Matter
Complete Marketing Analytics Process

13. Kaiser Fung |Data Matter
Getting Data Ready Is the Daily Grind
Extract
Transform
Data
Quality
Monitoring
Data
Process
Monitoring
Exception
Reporting
Investigations
Reconciliation
Infrastructure
Management
Vendor
Manage-
ment
Load

14. #SMTLive
Our Speakers
Johann Wrede is Senior Director of Product Marketing for customer engagement solutions (CRM) at SAP. He has
written, implemented, sold, and marketed software for a variety of companies both large and small. Johann is passionate
about transformative technologies and the opportunities for innovation they create. He currently spends his days thinking
about how companies can leverage technology to create customer engagement. @wredefine
Paul Gillin is a writer, speaker and online media consultant who specializes in social media and content marketing. He is a
prolific writer who has published five books and more than 300 articles since 2007. His books include The New
Influencers (2007), Secrets of Social Media Marketing (2008), The Joy of Geocaching (2010) and Social Marketing to the
Business Customer (2011) and Attack of the Customers (2013). He also wrote the monthly New Channels column
in BtoB magazine for seven years. Paul is a veteran technology journalist with more than 25 years of editorial leadership
experience. His website is gillin.com and he blogs at paulgillin.com and Newspaper Death Watch. @pgillin
Kaiser Fung is Senior Data Advisor at Vimeo. He provides training and advisory services in business analytics and data
visualization. Previously, he held leadership roles in building and managing data teams for SiriusXM Radio, American
Express, [X+1] (ad tech), and Sonus Networks. He is the creator of the popular Junk Charts blog
(http://junkcharts.typepad.com/junk_charts), which pioneered the genre of critically examining graphics in the media; and
author of Numbers Rule Your World and Numbersense, both published byMcGraw-Hill. He has an MBA from Harvard
Business School, and holds engineering and statistics degrees from Princeton and Cambridge. He is also an adjunct
professor at New York University. @junkcharts
Robin Carey founded Social Media Today LLC, a media company which brings together many of the world’s best thinkers
about business and policy topics, in 2007. Prior to that, she ran her own media consulting company for 16 years, and
worked with Time Inc, Newsweek, BusinessWeek and Ziff-Davis. She leads a team that curates web-based content about
social media and other topics, speaks frequently about social media and business. @robincarey

15. Thanks to Our Sponsor
@SAPSocialOD

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18. Upcoming Webinars
May 20th
Measurement: Best Practices on Turning Insight into Action
#SMTLive