3 practical questions for CMOs in 2016

STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph
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CMOs
In 2016
3 practical questions for

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It’s a long race, so where do you start?
Design a platform for
constant change
Keep up-to-date on
Marketing AND technology
Work more closely
with IT
Think long-term while
executing quick wins
5,437 KM till the finish line

3
3 points to start with:
Change your measurements methods
Plan the data “middleware” layer
Start to build the marketing platform

4
The way we measure digital marketing today
Display
Search
E-mail
Volume
Revenue
Conversion
Affiliate
Viewed pages
Searches performed
Site
Offline
In-store sales
Reach
Frequency
Reach
Click-through rate
Cost per action
conversion rate
CPA
CTR
conversion rate
Open rate
Different channels
Different metrics
Measurements

5
The way we measure digital marketing today
Display
Search
E-mail
Volume
Revenue
Conversion
Affiliate
Viewed pages
Searches performed
Site
Offline
In-store sales
Reach
Frequency
Reach
Click-through rate
Cost per action
conversion rate
CPA
CTR
conversion rate
Open rate
Measurements

6
Marketers now need to measure relationships
“If we measured our brands the way we measure
relationships with people, it would lead to a
high market share”
Jim Stengel, Former P&G
Global Marketing Officer
Measurements

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How do you measure “digital relationships”?
Touchpoint strategy
Measurements
It’s not about unique reach or frequency
it’s about the right frequency for every situation

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Questions CMOs will need to address
What is the relative value of each touchpoint?
Question #1:
Measurements

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Example of what CMOs should measure:
What’s the relative value of a single touchpoint?
How many touchpoints does a “conversion” require?
Measurements

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(New) digital measurement tools:
Cross-channel (algorithmic) attribution tools:
Google (also offline)
Formerly eBay Enterprise
Algorithmic Attribution is a statistical (not rules-based) model that
assigns credits to interactions that lead to a conversion
+ Convertro
But wait! what about the data?
Do you have it? Is it reliable? Clean? Integrated?
Measurements

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But before the cool stuff
Let’s talk about data integration!
IT guy
Data

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Does Data-Driven Marketing sound better?
Integrated data is the key for better customer experiences
And for creating a platform that’s resilient to constant changes
Data

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The questions CMOs will need to address
How do I connect online behavior with
offline physical data?
(while maintaining data privacy)
Question #2:
Data

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The least sexy elements are
also the most important ones
Internal (1st party) data:
CRM data
Store Purchases
Call center data
Loyalty programs info
Middleware:
Tag management
APIs
Data onboarding
Data

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How does Data onboarding work?
1. Imports and anonymizes customer records
2. Matches records to digital IDs
3. Distribute audience segments
to marketing & media apps
Data
CRM
Retargeting
Look-alike
modeling
Campaign
Management
Site
optimization
Consumer direct

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The questions CMO will need to address
How do I start to build- or buy - the
marketing platform?
Question #3:
Platform

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Buy versus Build?
Platform

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A marketing hub includes ~10-15
out of 43 categories
Platform

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Now let’s have a look at some solutions.

3 practical questions for CMOs in 2016

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