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Keynote - The Digital CMO - Jeremy Sanchez, CEO, Global Strategies

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Keynote - The Digital CMO - Jeremy Sanchez, CEO, Global Strategies

  1. 1. ©2013 | BrightEdge Technologies The Digital CMO: Enabling the Enterprise Building a Roadmap for Change Management Jeremy Sanchez | CEO, Global Strategies Jeremy.sanchez@globalstrategies.com
  2. 2. The CMO Agenda IBM CMO Study: 2012
  3. 3. 1.  Articulating the Value of Digital to the CMO 2.  Measuring the Collateral Impact of Search 3.  Demonstrating Innovation and Big Ideas 4.  Actioning Strategic Insights and Dealing with a Lack of Resources 5.  Making Search Sexy – Getting the CMO to Lean Forward Digital Opportunities & Challenges
  4. 4. Articulating the Value of Search to CMO $0   $4   $8   $12   $16   $20   0   10,000   20,000   30,000   40,000   Cost  per  Conversion      |        Marke0ng   Spend     Conversions   Conversions   Earned,  Paid  and  Owned  Digital  Media   Owned   Paid   Earned   Cost  per  Conversion   Total  Marke?ng  Spend   à It is critical that you know how your CMO is thinking in terms of both a measurement framework and marketing mix
  5. 5. Measuring the Collateral Impact of Search 0.00   2,500.00   5,000.00   7,500.00   10,000.00   Natural  Direct  Views  from   Target  Keyword   Natural  Direct  Views  from   Keyword  Unavailable   Natural  Direct  Views  Other   Keywords   Natural  InDirect  Views   Total   à Keyword-to-page reporting dramatically underestimates the collateral impact of Organic search à Your business owns pages, not keywords
  6. 6. Showing Innovation & Big Ideas à  Categorizing major keyword topics and subtopic overtime tell a bigger story à  Corporate Communications has a planning and measurement tool à  Leverage the Google Trends API for up to eight years of historical demand
  7. 7. Actioning Strategic Insights Brand Quality Analysis Comparison RatingsandReviews Purina.com X X X Alpo Be Happy Beneful X Canyon Creek Ranch X Chef Michael’s Dog Chow X Mighty Dog Pro Plan X X X PurinaONE X X X Vet Diets à  Developing portfolio and category strategies is critical for enterprise search success à  Brand and multi-agency channel collaboration is critical à  Offline branding messaging must align to online strategies à  Governance is key – brand and keyword ownership must be assigned
  8. 8. Centralizing Search - Creating a Center of Excellence (COE) WHO People & Organization HOW EFFICIENTLY Education & Evangelism WITH WHAT HOW Standards & Processes COE Work Streams Technology & Tools
  9. 9. ©2013 | BrightEdge Technologies Thank you!

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