Combining Art & Science in Modern Marketing

The Emergent CMO
Combining
Art & Science in
Modern Marketing
by Scott Brinker
@chiefmartec
http://chiefmartec.com

art + science + marketing
What do these cultures value?

meaning

meaning truth

meaning truth money

meaning truth money
How often do those things intersect?

Discovery of
knowledge through
empirical observation.

Is the universe collapsing or expanding?

Is the universe collapsing or expanding?
marketing

Marketing is collapsing.
Hypothesis #1:

The distance between
marketing and customers
is collapsing.

ZMOT: Winning the Zero Moment of Truth, Jim Lecinski

Query search engines
Visit company web site
Read educational content
Follow on Twitter
Visit competitor web sites
Read reviews
Discuss with friends
Check online communities
Comparison shop
The ZMOT is a flurry of activity:

Distance between marketing stimulus
and customer experience has collapsed
to a click.

customers and each other
is collapsing.

Source: Brian Solis — http://www.briansolis.com/2012/04/meet-generation-c-the-connected-customer/

different media and channels
is collapsing.

The timeframes in which
marketing decisions are made
are collapsing.

“Real-time marketing is the ability [to
delight] your audience or customer into
engaging with your brand around a
shared moment.”
Linda Boff, Executive Director
Global Brand Marketing
GE
Digiday, May 2, 2013 — http://www.digiday.com/brands/ges-take-on-real-time-marketing/

Long decision
cycles
Short decision
cycles

Long decision
cycles
Short decision
cycles
Short decision cycles can now include
important and strategic decisions.

The barriers to entry
for potential competitors
are collapsing.

Harvard Business Review March 2013, Big-Bang Disruption by Larry Downes and Paul F. Nunes

“Garmin lost 70% of its market capitalization
in the two years after navigation apps were
introduced; TomTom nearly 85%.”
Harvard Business Review March 2013, Big-Bang Disruption by Larry Downes and Paul F. Nunes

Marketing is expanding.
Hypothesis #2:

The number of touchpoints
with prospects and customers
is expanding.

The quantity of content
that marketing must produce
is expanding.

The Digital Evolution in B2B Marketing report by Corporate Executive Board Company and Google

The number of devices
customers use to reach us
is expanding.

The number of technologies
available to marketers
is expanding.

The data generated by these
digital touchpoints and technologies
are expanding.

The budget allocated
to digital marketing
is expanding.

Accenture Interactive: Turbulence for the CMO report 2013

The role of marketing in
the customer lifecycle
is expanding.

The strategic importance
of marketing in the C-suite
is expanding.

AdAge, Keeping Time: Why CMO Tenure Has Doubled (May 6, 2013)

Marketing is both
collapsing and expanding
along multiple dimensions.

meaning truth money

meaning truth money
Can these coexist in harmony?

Marketing can blend
art and science together to achieve
meaning, truth and money.

Marketing can blend
Not only is this
possible, this is
future of business.

Marketing can blend
Our new generation of customers
and employees seek more meaning.

Marketing can blend
The connected customer
ecosystem reveals truth
(whether we like it or not).

Marketing can blend
Of course, we still need
to make money.

The future belongs to the hybrids.

Marketer Scientist
Storyteller
Data analyst
Brand champion
Experimentalist
Experience designer
Technologist
Change agent
Systems thinker

Tom Fishburne: Brand Storytelling — http://tomfishburne.com/2011/04/brand-storytelling.html

MIT Sloan Management Review Report: Reimagining the Possible with Data Analytics (Spring 2013)

Exploration Confirmation
data data
user
aggregation
quantifiability
momentum
riskofmyopia
big data
uncertainty
serendipity
“why?”
future hypotheses
zoom in
small data
certainty
segmentation
“what?”
past hypotheses
zoom out
data
science
controlled
experiments
metrics
& dashboards

– Bob Garfield
Editor-at-Large
Mediapost
Mediapost, May 6, 2013 — http://www.mediapost.com/publications/article/199655/there-is-no-place-to-hide.html
“Enforced transparency — your every
action and inaction searchable on
Google in perpetuity.”

In 2009, Google ran
approximately 12,000
experiments.

In 2009, Google ran
approximately 12,000
experiments.
Only about 10% of
them led to business
changes.

David Armano: Unconventional Marketing — http://darmano.typepad.com/logic_emotion/2008/10/unconventional.html

Big Data
Big
Testing
Big
Experience
Generate
hypotheses
Prove cause-
and-effect
Deliver better
experiences

“Every single customer experience is
a brand moment of truth.”
Steve Cannon, CEO
Mercedes-Benz USA

Customer
Analytics
Customer
Experiences
Customer
Communications
Using analytics and Big
Data to understand and
measure customer
opportunities.
Testing and
personalization.
Social media marketing and
two-way marketing
communications.
Customer
communities.
Targeting.
Delivering remarkable
customer experiences at
every touchpoint in the
customer lifecycle.

Software has become how marketing
sees and touches the world.

Analytics shapes perceptions.
Automation guides processes.
Optimization hones tactics.
Listening directs engagement.
Targeting defines segments.
CRM structures relationships.

Marketing used to be complicated.

Marketing used to be complicated.
Now it is complex.

Waterfall marketing management.

The marketer scientist: all things in balance.

A collective marketer scientist team.

meaning truth money
The emergent CMO combines all three.

The future of marketing belongs to
the hybrid marketer scientist.
Twitter: @chiefmartec http://chiefmartec.com
Thank you.

Combining Art & Science in Modern Marketing

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