Wendy Robertson, CEO of Kneebone Inc., provides IAB Canada's MIXX conference with insights to CMO Dashboards and the future is now!

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.

5. Today’s marketer?

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.

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

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

33. With no disclaimers

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