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The future is now-ish


CMO Dashboards
CMO Dashboards:
    The future is now…ish
• The future is now, if you say so.
   “the heart makes all the decisions
  and the mind is merely
  the collaborator”.
Heart   +   Mind
People and data;
        both functions of marketing.




There’s a lot more for
marketers to love.

                         And the marketing mind
                         has to deal with the data.
Today’s marketer?
CMO dashboard:
 the heart of marketing?


The future is now, if you turn it on.
Without a live connection
from the data to the dashboard,
the dashboard is simply a report.
It’s alive…
the “data
bubble” will
change how
marketing
transforms
business
performance.




      If it’s given a chance.
Our bubble record isn’t that great
There is resistance to data logic



                          ALERT




                                      Individual
                                    investors not
                                  ready to believe
The financial bubble
   –data too late.
The data bubble– get ahead of it.
Marketing
and Sales can
  make the
  most of
unstructured
    data
AOR to a
New Marketing System of Record?
Online and Offline data together at last?

• From a bubble expert:
  “New Technologies provide
  a reliability better than chance”
 -- Professor Didier Sornette from the Department of Management, Technology and Economics (D-MTEC) at
 ETH Zurich



• “Exceptional marketers in the next 5 years
 will excel with hard analytics ensconced
 in traditional, velvety creative goodness.”
 -- Patrick Spenner, twitters at CEB_MLC
A CMO level view of performance
                                     track

                                 forecast

                                baseline




                                           Plan ahead




                     Online, Offline, and Granular
An IAB sponsored study says “It makes sense for
companies to start the Big Data marketing journey.
Why now?
• New CMO mandate:
  get the data and technology to transform marketing.
  – A CMO has a seat at the table; Finance, Operations, R&D,
    Marketing….
• Job #1
  Marketing Transformation = business performance
     • Market share
     • Revenue Growth
     • Strategic Certainty
         – Engagement
         – Conversion
         – Community
Some pins to burst the bubble…
• Spotty data with big gaps for swathes of consumers or
  swathes of the consumer experience (e.g., consumer
  behavior in iOS mobile apps is a black box, since Apple
  holds that data close)
• A churning and unpredictable privacy landscape, with
  legislative shifts threatening disruption
• Agency rosters that are fragmented and highly
  resistant to the kind of collaboration and change
  needed to actually move with real-time speed in an
  integrated way for much of the marketing mix
• Client-side decision making processes, structures and
  skill gaps that prevent executing the vision
There is technology and advice.

     The future is now if, you make it now.
     Don’t let data issues, politics, privacy,
     or the skills gap prevent you from
     discovering the dashboard’s role
     in marketing transformation.
Cross-marketing views
   Bar graphs show you the   Line graphs show you performance
    shape of your spending       baseline ( blue), actual (red).




                                                                   Visualize
                                                                   channel




     Visualize
       KPIs




                                      Visualize
                                       brand
People will make the difference.

• “Data is nothing without analytics. Or to be
  more specific, so-called Big Data is nothing
  without Big Analytics”. Adrian Bridgewater, Computer Weekly
Marketing Analysts Wanted
• McKinsey Global Institute projected that the
  United States needs 140,000 to 190,000 more
  workers with “deep analytical expertise and
  1.5 million more data-literate managers.
Marketing, as a discipline, is in a great innovation position.
                                Cross-Disciplinary
 Fewer                          opportunities for innovation
 contributors
 with greater
 importance




 Many contributors of
 equal importance

                               http://collaborative-intelligence.org/kViz.html
Why the rush to data and analytics?
Data, Analytics and You
• Rules to live by:
  – If you can’t see it, it probably doesn’t exist
     • Give visualization of data a chance, then start forming
       questions.
  – Before you try and solve a problem, find out if its
    already been solved before
     • Faster, cheaper, better answers are on the way with the
       right executive sponsorship, attitude and approach
  – Don’t pay too much
        – Low tolerance for high cost/ low ROI
If you can see it, you can transform it.
          What are
        your portfolio         Are you supporting your
        investments?           brand consideration and
                               choice goals?




                                      Are you on track for
                                          performance
                                         improvement
Start with good questions


• What is your     • Whose data        • Will it
  dashboard          will you            support a
  thesis?            need?               business
                                         objective?
                   The primary         The success
The questions it
                   stake holder info   it will
will study
                   and interests       demonstrate
Marketing’s primary mandate is to experiment.

 • Questions will change:
    – Segmentation
    – Sentimentation
    – Campaigns
    – Channels
    – Communities
    – Content
Checklist
                • Do you provide
    Part A:       new Context for
   Ability to
   compete        marketing
                  performance



         Part B:     • Are you Aligning
         Growing       Customer and
        Relevance      Channel Activity




    Part C:     • Are the right
   Business       Revenue and
 Performance      Profitablity KPIs
                  in place
Expand your performance footprint.
• A CMO dashboard must create certainty
• Give marketing a wider context and
  performance footprint
• Set up baselines to show variance and trends
  in-time to make a difference
• Show attribution and ROI
• Inspire new questions and collaboration
With no disclaimers
The future is now.
• If you say so.
   – People and their data ready to move forward.
• If you turn it on.
   – Technology-enabled live connection to data.
• If you make it now.
   – A clear CMO mandate for a dashboard to support
     marketing transformation.
The future is now for Marketing..




www.kneebone.com   wrobertson@kneebone.com

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CMO Dashboard

  • 1. The future is now-ish CMO Dashboards
  • 2. CMO Dashboards: The future is now…ish • The future is now, if you say so. “the heart makes all the decisions and the mind is merely the collaborator”.
  • 3. Heart + Mind
  • 4. People and data; both functions of marketing. There’s a lot more for marketers to love. And the marketing mind has to deal with the data.
  • 6. CMO dashboard: the heart of marketing? The future is now, if you turn it on. Without a live connection from the data to the dashboard, the dashboard is simply a report.
  • 7. It’s alive… the “data bubble” will change how marketing transforms business performance. If it’s given a chance.
  • 8. Our bubble record isn’t that great
  • 9. There is resistance to data logic ALERT Individual investors not ready to believe
  • 10. The financial bubble –data too late.
  • 11.
  • 12. The data bubble– get ahead of it.
  • 13. Marketing and Sales can make the most of unstructured data
  • 14. AOR to a New Marketing System of Record?
  • 15. Online and Offline data together at last? • From a bubble expert: “New Technologies provide a reliability better than chance” -- Professor Didier Sornette from the Department of Management, Technology and Economics (D-MTEC) at ETH Zurich • “Exceptional marketers in the next 5 years will excel with hard analytics ensconced in traditional, velvety creative goodness.” -- Patrick Spenner, twitters at CEB_MLC
  • 16. A CMO level view of performance track forecast baseline Plan ahead Online, Offline, and Granular
  • 17. An IAB sponsored study says “It makes sense for companies to start the Big Data marketing journey.
  • 18. Why now? • New CMO mandate: get the data and technology to transform marketing. – A CMO has a seat at the table; Finance, Operations, R&D, Marketing…. • Job #1 Marketing Transformation = business performance • Market share • Revenue Growth • Strategic Certainty – Engagement – Conversion – Community
  • 19. Some pins to burst the bubble… • Spotty data with big gaps for swathes of consumers or swathes of the consumer experience (e.g., consumer behavior in iOS mobile apps is a black box, since Apple holds that data close) • A churning and unpredictable privacy landscape, with legislative shifts threatening disruption • Agency rosters that are fragmented and highly resistant to the kind of collaboration and change needed to actually move with real-time speed in an integrated way for much of the marketing mix • Client-side decision making processes, structures and skill gaps that prevent executing the vision
  • 20. There is technology and advice. The future is now if, you make it now. Don’t let data issues, politics, privacy, or the skills gap prevent you from discovering the dashboard’s role in marketing transformation.
  • 21. Cross-marketing views Bar graphs show you the Line graphs show you performance shape of your spending baseline ( blue), actual (red). Visualize channel Visualize KPIs Visualize brand
  • 22. People will make the difference. • “Data is nothing without analytics. Or to be more specific, so-called Big Data is nothing without Big Analytics”. Adrian Bridgewater, Computer Weekly
  • 23. Marketing Analysts Wanted • McKinsey Global Institute projected that the United States needs 140,000 to 190,000 more workers with “deep analytical expertise and 1.5 million more data-literate managers.
  • 24. Marketing, as a discipline, is in a great innovation position. Cross-Disciplinary Fewer opportunities for innovation contributors with greater importance Many contributors of equal importance http://collaborative-intelligence.org/kViz.html
  • 25.
  • 26. Why the rush to data and analytics?
  • 27. Data, Analytics and You • Rules to live by: – If you can’t see it, it probably doesn’t exist • Give visualization of data a chance, then start forming questions. – Before you try and solve a problem, find out if its already been solved before • Faster, cheaper, better answers are on the way with the right executive sponsorship, attitude and approach – Don’t pay too much – Low tolerance for high cost/ low ROI
  • 28. If you can see it, you can transform it. What are your portfolio Are you supporting your investments? brand consideration and choice goals? Are you on track for performance improvement
  • 29. Start with good questions • What is your • Whose data • Will it dashboard will you support a thesis? need? business objective? The primary The success The questions it stake holder info it will will study and interests demonstrate
  • 30. Marketing’s primary mandate is to experiment. • Questions will change: – Segmentation – Sentimentation – Campaigns – Channels – Communities – Content
  • 31. Checklist • Do you provide Part A: new Context for Ability to compete marketing performance Part B: • Are you Aligning Growing Customer and Relevance Channel Activity Part C: • Are the right Business Revenue and Performance Profitablity KPIs in place
  • 32. Expand your performance footprint. • A CMO dashboard must create certainty • Give marketing a wider context and performance footprint • Set up baselines to show variance and trends in-time to make a difference • Show attribution and ROI • Inspire new questions and collaboration
  • 34. The future is now. • If you say so. – People and their data ready to move forward. • If you turn it on. – Technology-enabled live connection to data. • If you make it now. – A clear CMO mandate for a dashboard to support marketing transformation.
  • 35. The future is now for Marketing.. www.kneebone.com wrobertson@kneebone.com

Editor's Notes

  1. I’ve added the “ish” because when Paula invited me to speak at MIXX, it was on the premise that that there is a general sense that marketing transformation is underway. So, if transformation is on its way is there anything on its way out? Stubbornness around silos, data and performance analytics?Maybe less heart and more fact.