The marketing function has changed profoundly in recent years, thanks to its position atop growing mountains of valuable customer data. The Chief Marketing Officer’s influence is growing, too, along with expectations to deliver business results. Indeed, the pressure’s on for Marketing to improve its analytics game – big time.

1. Gathering CMO-mentum
The responsibility of influence:
Chief Marketing Officers
and the analytics imperative

2. Meet the “new and improved” Chief
Marketing Officer (CMO).
As the rise of digital platforms has shrunk the
world and enlarged markets, the CMO’s role
has expanded.

3. Now that Marketing
integrates a wider
sphere of professionals
than ever before (such
as data scientists),
CMOs can better
quantify the function’s
contribution to
the bottom line…

4. 75%
No wonder
of Canadian CMOs report their influence
on organizational success has grown.
However…

5. With greater influence comes greater
responsibility – and higher expectations
of Marketing:
…Expectations are up =
CMO me the money
80%
of CMOs and marketing leaders
feel the pressure to do more, more, more.

6. The evolution of digitally connected
consumers has turned traditional relationship
and business models upside down. The
collection and analysis of increasing volumes
of data is enabling an unprecedented degree
of insight into customers’ preferences and
habits, allowing businesses to provide the
personalized experience customers expect.
At the same time,
customers are evolving

7. This all has major
implications for marketers.

8. Luckily, big data
can help big time
CMOs certainly recognize the value of
the increasing amounts of data they’ve
accumulated. It holds the information to
acquire new customers, cement loyalty and
build corporate brand. Two-thirds of firms
use analytics some or all of the time to make
key marketing decisions (22% all of the
time and 44% some of the time).

9. There’s only
one small problem …

10. 71%
…taking full advantage
of new data analytics capabilities –
mining the gold out of the mountain
of data – is no easy feat. In fact, at. In fact,
of CMOs say harnessing data
analytics is the most important challenge
for the marketing function.

11. 76%
and only 49%
of CMOs agree
their organization
could improve a
great deal in their
use of marketing
analytics. They don’t
use them as much
as they’d like,
say they have staff
with the skills to
make effective use
of analytics.
There’s much work to be done

12. And yet,
68%
produce
their consumer data and
insights in-house.

13. As pressure to transform their function
and acquire new skillsets mounts,
66%
More than 40%
of CMOs think
agencies can
help them address
their internal skills
and resource gaps.
plan to rely
more heavily on
outside partners
for analytical and
other support in
the coming years.
It’s a paradox of plenty

14. Unfortunately, despite agreeing that
agencies are delivering well in many
areas that are important to them,
CMOs rate agencies most poorly in
the ability to transform data analytics
into actionable insight.

15. Everyone’s feeling the crunch
These radical changes are also causing
other gaps to emerge between what
CMOs expect and what agencies deliver.
Put another way…

16. …in the ever-evolving landscape, what’s
important to firms and what agencies think
is important to firms are no longer aligned.t.
In fact,

17. The biggest gaps between expectations
and delivery, in order of magnitude, are:
1. Knowledge of the client’s business
2. Being innovative
3. Ability to transform data analytics
into insight
4. Ability to adapt to change
5. Ability to deliver effective marketing
communications programst. In fact,
Fault lines

18. Opportunities for all…
For agencies, the opportunity and
the challenge is clear: increase their own
capacities, especially in analyzing data to
produce practical insights for their clients.

19. For CMOs, the challenge is to create an
ecosystem between in-house services and
agencies that enhances their ability to
exceed expectations and contribute to
business success.

20. of CMOs agree that marketing
looks far different than it did just half a
decade ago. The repercussions have brought
fundamental change both inside and
outside the industry.
There’s just one question… In fact,
Great adaptions
89%

21. Who’s ready to work
together to design and
build bridges to this new
marketing horizon?

22. Contact us to learn more about how CMOs can up
their analytics game and continue to build influence.
Jennifer Lee
National Retail Leader
jenniferlee@deloitte.ca
Colleen Albiston
Chief Marketing Officer
calbiston@deloitte.ca

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