You’ve heard the hype about the CMO having a bigger IT budget than the CIO. While that may or may not be true, it is time to break down the silos between IT and Marketing. Big data is the baby that will make these two finally tie the knot and start working together for mutual success, and, more importantly, business impact. In this presentation, Margaret talks about how to create big data processes that work for both IT and marketing, and how IT can still maintain control of data security and vendor guidelines even as marketing manages an increasing number of tools and data solutions.
Why the CIO & CMO Must Come Together over Big Data
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Digital Marketing Analytics
with a Competitive Edge
Margaret Dawson, CMO, Rival IQ
@seattledawson
Why the CIO & CMO
Must Come Together over Big Data
December 10, 2014
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But It Isn’t Necessarily MASSIVE
➡ Big data is relative
➡ It’s not so much the size
but what you need to do
with it
➡ And the time required to
process it
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BIG Difference between BI & Big Data
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Data Subsets
Historical
Structured Data
Single Source or Application
Static
Private Data
Data growth as a burden to
manage
ALL Data & Meta Data
Near Real-time
Structured & Unstructured
Multiple sources / Apps
Dynamic
Private & Public
Data as a new source of
competitive opportunity
Partial Source: Stuart Miniman, Wikibon, Senior Analyst14
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Official Definition
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➡ McKinsey: “Datasets whose size is
beyond the ability of typical database
software tools to capture, store, manage
and analyze”
➡ I would add . . .That requires massively
parallel and/or distributed software
(systems) running on tens, hundreds, or
even thousands of servers (clouds)”
Source: McKinsey Global Institute: Big data: the next frontier for innovation, competition and productivity
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Digital Marketing Analytics
with a Competitive Edge
By 2017, the Chief Marketing Officer
(CMO) will manage a bigger IT budget
than the Chief Information Officer (CIO).
Source: Gartner Inc.
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It’s Time to Bridge the Gap
CMO
CIO
• Security &
Compliance
• Release
management
• Social media
• Lead
generation
• Revenue
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What is the CMO Facing?
Data overload
Multiple digital channels
Too many tools & solutions
Pressure to impact business
New skill set requirements – more
technical and analytical
Must have a clear database and
analytics strategy
Data management and analysis a
huge concern
What is the CIO Facing?
Data overload
Complex multi-vendor infrastructure
Too many rogue clouds & IT solutions
Pressure to impact business
New skill set requirements – more
business savvy
Must have a clear big data & cloud
strategy
Data management and security a huge
concern
The two have more in common than they realize
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2. Create a Joint Big Data Plan
What are all the sources of data?
What intelligence do we need?
What are our security
requirements?25
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4. Jointly Evaluate Vendors / Solutions
What does CMO own? What does CIO own?
Solution requirements Technical requirements
Data sources Data security
Ease of use Integration
Solution management API management
Data analysis Data aggregation
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6. Hire people with the right skills
• Data Scientists
• Business Analysts
• DBA’s
• UX/UI experts
• Digital Media
strategists
• Content writers
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3Vs (volume, variety and velocity) are three defining properties or dimensions of big data. Volume refers to the amount of data, variety refers to the number of types of data and velocity refers to the speed of data processing.
According to the 3Vs model, the challenges of big data management result from the expansion of all three properties, rather than just the volume alone -- the sheer amount of data to be managed.
CMO’s NEED help from IT and the CIO
CMO’s don’t want to own “all” tech
CIO’s still control a much larger budget
CIO’s are 100% responsible for overall IT and infrastructure
Apache Hadoop is an open-source software framework for distributed storage and distributed processing of Big Data on clusters of commodity hardware. Its Hadoop Distributed File System (HDFS) splits files into large blocks (default 64MB or 128MB) and distributes the blocks amongst the nodes in the cluster.
Cloudera's Chief Architect helped create Apache Hadoop. Cloudera is the leading innovator in and largest contributor to the open source Apache Hadoop® ecosystem. - This is the foundation of their big data solutions.
MongoDB is an open-source document database, and the leading NoSQL database. Operational systems, such as the NoSQL databases, focus on servicing highly concurrent requests while exhibiting low latency for responses operating on highly selective access criteria.
Data-driven
Have a passion for tracking and moving a metric
Creative problem solvers
Always exploring new ways to push metrics up and to the right