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Why Marketers Will Rule the World

  1. WHY MARKETERS WILL RULE THE WORLD Maggie Fox SVP, Digital Marketing @maggiefox
  2. AGENDA Where we are Where you’re losing out Your opportunity Skillsets and your changing team Where you want to get to
  3. WHERE WE ARE CMO tenure has shifted from 23 months in 2006 to 45 months in 2013
  4. WHERE WE ARE By 2017, Gartner says CMOs will be spending more on tech than CIOs
  5. WHERE YOU’RE LOSING OUT • • • • 59% don't specify marketing technology 45% don't recommend marketing technology 46% don't select marketing technology 15% DON'T HAVE ANY SAY AT ALL
  7. WHERE YOU’RE LOSING OUT 93% believe they are losing revenue Data-driven companies +6% productivity
  8. YOUR OPPORTUNITY Blending the art & science of marketing • Storytelling • Measurement
  9. YOUR OPPORTUNITY The “segment of one” Individual leverage Group leverage
  10. OPTIMIZING MEDIA SPEND Simple relationships: at any scale +9% improvement in media effectiveness
  11. PREDICTING AUTO RECALLS Identifying relationships to predict product or performance failures.
  12. TARGETING HABITS Knowing what a habit is and what it means when it changes
  13. YOUR CHANGING TEAM Structured Unstructured data
  14. YOUR CHANGING TEAM People and skillsets
  15. THE WAY YOU WORK 15% data capture 20% data reporting 65% data analysis
  16. THE WAY YOU WORK 65% data capture 20% data reporting 15% data analysis
  17. WHERE YOU WANT TO GET TO Working more closely with IT Robust measurement infrastructure Custom algorithms will be key Understanding “action-based connections”
  19. WHO WILL HELP YOU GET THERE? The Marketing Technologist
  20. THANK-YOU WHY MARKETERS WILL RULE THE WORLD Maggie Fox, SVP, Digital Marketing @maggiefox
  21. PHOTO CREDITS SLIDE 1 & 2: SLIDE 8: SLIDE 8: SLIDE 9: A Neapolitan Storyteller by Pierre Bonirote SLIDE 10: The Syndics of the Amsterdam Drapers' Guild, known as the ‘Sampling Officials’ SLIDE 11: SLIDE 12: SLIDE 14: SLIDE 15: SLIDE 18: