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.

1. www.RivalIQ.comDigital Marketing Analytics with a Competitive Edge
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

2. www.RivalIQ.comDigital Marketing Analytics with a Competitive Edge2
Bow Down to Big Data!
2

3. www.RivalIQ.comDigital Marketing Analytics with a Competitive Edge3
This Sounds Familiar . . . .
3

4. www.RivalIQ.comDigital Marketing Analytics with a Competitive Edge4
It’s the new shiny penny
What is Big Data?
4

5. www.RivalIQ.comDigital Marketing Analytics with a Competitive Edge5
Amazon.com has been doing big data work since 1998
Well . . . it’s Not Completely New
5

6. www.RivalIQ.comDigital Marketing Analytics with a Competitive Edge6
But it’s REALLY BIG, right?
6

7. www.RivalIQ.comDigital Marketing Analytics with a Competitive Edge
Digital Data Growth is Huge. . .
➡ 50 Zettabytes of digitally
stored data by 2020
77
7

8. www.RivalIQ.comDigital Marketing Analytics with a Competitive Edge8
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

9. www.RivalIQ.comDigital Marketing Analytics with a Competitive Edge9
But . . .It IS all about
the DATA, right?
9

10. www.RivalIQ.comDigital Marketing Analytics with a Competitive Edge10
Yes . . . All Kinds of Data
Structured
Unstructured

11. www.RivalIQ.comDigital Marketing Analytics with a Competitive Edge11
c
Sometimes It’s Not the “Data” Itself
“one person’s data is
another person’s
metadata”
11

12. www.RivalIQ.comDigital Marketing Analytics with a Competitive Edge
Gartner’s 3 V’s of Big Data. . .
Volume
Velocity
Variety
Source: Gartner
1212

13. www.RivalIQ.comDigital Marketing Analytics with a Competitive Edge
Isn’t Big Data Just
BI on Steroids?
13

14. www.RivalIQ.comDigital Marketing Analytics with a Competitive Edge14
BIG Difference between BI & Big Data
14
 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

15. www.RivalIQ.comDigital Marketing Analytics with a Competitive Edge
Official Definition
15
➡ 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
15

16. www.RivalIQ.comDigital Marketing Analytics with a Competitive Edge
Who Owns Big Data?
16
➡CIO?
➡Security Officer?
➡Network Admin?
➡CMO?
➡CFO?
16

17. www.RivalIQ.comDigital Marketing Analytics with a Competitive Edge
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.

18. www.RivalIQ.comDigital Marketing Analytics with a Competitive Edge
True or
False?
18

19. www.RivalIQ.comDigital Marketing Analytics with a Competitive Edge
The Truth? The CMO needs IT’s help
119

20. www.RivalIQ.comDigital Marketing Analytics with a Competitive Edge20
Big Data is the Key!
20

21. www.RivalIQ.comDigital Marketing Analytics with a Competitive Edge
It’s Time to Bridge the Gap
CMO
CIO
• Security &
Compliance
• Release
management
• Social media
• Lead
generation
• Revenue
21

22. www.RivalIQ.comDigital Marketing Analytics with a Competitive Edge
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
22

23. www.RivalIQ.comDigital Marketing Analytics with a Competitive Edge
Digital Marketing Analytics
with a Competitive Edge
9 Steps to CMO / CIO Success
with Big Data

24. www.RivalIQ.comDigital Marketing Analytics with a Competitive Edge
1. Start with Business Outcome Goals
24

25. www.RivalIQ.comDigital Marketing Analytics with a Competitive Edge
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

26. www.RivalIQ.comDigital Marketing Analytics with a Competitive Edge26
3. Shift to IT as a Service
26

27. www.RivalIQ.comDigital Marketing Analytics with a Competitive Edge
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
27

28. www.RivalIQ.comDigital Marketing Analytics with a Competitive Edge28
Example Big Data Technologies & Solutions
28

29. www.RivalIQ.comDigital Marketing Analytics with a Competitive Edge
5. Shut down insecure big data &
cloud solutions
229

30. www.RivalIQ.comDigital Marketing Analytics with a Competitive Edge
Set clear policies and stick to them
30

31. www.RivalIQ.comDigital Marketing Analytics with a Competitive Edge
6. Hire people with the right skills
• Data Scientists
• Business Analysts
• DBA’s
• UX/UI experts
• Digital Media
strategists
• Content writers
31

32. www.RivalIQ.comDigital Marketing Analytics with a Competitive Edge32
7. Create a growth hacker culture
32

33. www.RivalIQ.comDigital Marketing Analytics with a Competitive Edge33
8. Be Agile
33

34. www.RivalIQ.comDigital Marketing Analytics with a Competitive Edge34
9. Watch Out for Big Data “Gotchas”
• Cost
• Management
• Design / Architecture
• Storage
• Visualization
• Integration
• Security
• Legal Ramifications
• Data Privacy laws
• Compliance regulations
• Security breaches
34

35. www.RivalIQ.comDigital Marketing Analytics with a Competitive Edge35
How can this make YOU successful?
35

36. www.RivalIQ.comDigital Marketing Analytics with a Competitive Edge
Digital Marketing Analytics
with a Competitive Edge
Thank You
margaretd@rivaliq.com
@seattledawson