The document discusses the role of CIOs as essential partners in marketing within the context of big data, emphasizing the need for IT leaders to prioritize data management and customer experience. It highlights the importance of collaboration between marketing and IT departments, with statistics showing the growing integration of their efforts. The text also outlines key indicators of successful IT leadership in data strategy and marketing technology adoption.

1. THE HERO YOUR DATA
STRATEGY NEEDS
THE
SUPER CIO

2. The age of Big Data gives the CIO or IT Manager an
unprecedented opportunity to become a superhero in the
marketing world. If you can rise to the challenge posed by the
demand for real-time, cross-channel, customer data and insight,
you’ll have a great lever for creating a more strategic business
role for the IT function - and your marketing department will see
you in a whole new light. Managing these challenges alongside
marketing operations will facilitate your ability to drive excellence
throughout your business.

3. It’s all about the
customer experience

4. John Ellett, Marketing Expert, defining the arrival of what he calls ‘Marketing 5.0’ - the confluence
of marketing technology and rich customer data - at Oracle OpenWorld 2014.
“Treat me like you know me
and deliver highly relevant,
personalised, experiences
at every touch point.”

5. with customer experience technology fuelling the rise
(Gartner)
51% of companies will
increase digital marketing
budgets by 17% in 2015

6. For the IT superhero, this technology begins with the marketing
operations tools used within the marketing department.

7. Technology powers
the change

8. Enter the IT Superhero on a mission to:
Help Marketing make
data management a
priority throughout the
business
Enable cohesive data
flows and analysis with
data management and
analytics tools
Focus on transforming
data to enhance the
customer journey and
experience.

9. Benefits of using
today’s advanced data
management and
analytics platforms

10. Place data in a centralised system (such as a data management platform for DMP), easily
accessible to Marketing and other departments to enable:
A consistent, concise, always-
active view of your customers
Advanced audience analytics
and deeper segmentation
to encourage more precise
targeting – turning insight into
action
Improved cross-channel
targeting
Connected customers across
all channels and devices
serving content that’s relevant
to their preferences and
interests.
Managed data privacy and
governance

11. The case for
collaboration

12. of marketing leaders and
46%
of IT leaders already have a
single view of the customer
across multiple touchpoints.
51%

13. Half of them are deploying joint projects. One company (Merkle)
slashed data processing
time for complex marketing
campaigns by 70%
after rationalising its analytics infrastructure.

14. of CMO/CIO conversations
focus on the shift to broader
internal partnerships and more
integrated teams.
71%

15. Missing links

16. CIOs would like to spend twice
the time on strategy than they can
currently afford.

17. Half of CIOs and CMOs
are still not collaborating
on shared projects.

18. of IT spend takes place outside
the IT function. In fact, Gartner
estimates that by 2017, CMOs
will spend more on IT than CIOs.
27% of CIOs feel that marketing
makes promises to the
business without getting
agreement from IT.
48% of CMOs feel unprepared
to manage and analyse the
volume of data available
to them - and convert it to
meaningful knowledge.
70%

19. The answer

20. Context, Context, Context

21. The IT Superhero understands both sides and builds a bridge between CMOs and CIOs:
Marketing context helps IT to select the right
technology for the purpose, adopt a more tactical
vendor strategy and craft a data strategy in line with
business requirements.
Technology context helps the business to
synchronise cultural and process changes to take
advantage of new layers of data analysis.

22. Partners in prime

23. Jennifer Lacks Kaplan, Principal, Deloitte
“IT is emerging as a key partner to Marketing and
as leaders in Marketing innovation, spearheading
efforts to build an intuitive enterprise – driven
by new technologies, new ways of working and
enterprise wide data and platform integration.”

24. Getting it right

25. Four signs that you have become an IT Superhero and have your (big) data strategy in hand:
You see yourself as more of a
digital leader than just an IT
decision maker
You instinctively put the
customer at the heart of every
IT choice you make
You have achieved the right
balance between the speed
of data analysis (in response
to marketing demand) and
compliance, security and
integration
You have established cross-
functional teams to accelerate
digital marketing projects that
allow the business to be more
reactive to real-time big data.

26. Takeaways
Know your CMO’s data
pain points and make
technology choices
that will help convert
them to meaningful
information
Put customer
experience at the heart
of your data strategy
Build a collaborative
bridge with marketing,
and integrated teams
that can fast-track
analytics-based
projects

27. SALES,
MARKETING
& IT:
YOUR CROSS
DEPARTMENTAL
GUIDE TO
DESIGNING A
MARKETING
OPERATIONS
STRATEGY
TRANSFORMSTRATEGISE EXECUTE
Discover how you can slash processing times in
complex digital marketing campaigns by up to 70% with
a more streamlined data strategy by downloading:
SALES, MARKETING AND IT:
YOUR CROSS DEPARTMENTAL
GUIDE TO DESIGNING A
MARKETING OPERATIONS
STRATEGY
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