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
1
CMOs
In 2016
3 practical questions for

2
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

7
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

8
Questions CMOs will need to address
What is the relative value of each touchpoint?
Question #1:
Measurements

9
Example of what CMOs should measure:
What’s the relative value of a single touchpoint?
How many touchpoints does a “conversion” require?
Measurements

10
(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

11
But before the cool stuff
Let’s talk about data integration!
IT guy
Data

12
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

13
The questions CMOs will need to address
How do I connect online behavior with
offline physical data?
(while maintaining data privacy)
Question #2:
Data

14
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

15
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

16
The questions CMO will need to address
How do I start to build- or buy - the
marketing platform?
Question #3:
Platform

17
Buy versus Build?
Platform

18
A marketing hub includes ~10-15
out of 43 categories
Platform

19
Now let’s have a look at some solutions.

3 practical questions for CMOs in 2016

Recommended

Recommended

More Related Content

What's hot

What's hot (6)

Similar to 3 practical questions for CMOs in 2016

Similar to 3 practical questions for CMOs in 2016 (20)

More from Einat Shimoni

More from Einat Shimoni (12)

Recently uploaded

Recently uploaded (20)

3 practical questions for CMOs in 2016