10 arguments why your company should have a cmto

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Within the next 5 years marketing will spend more on technology than IT. Vast majority of marketers do not have the domain expertise needed to capitalize upon this. Thus, the need for a CMTO!

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10 arguments why your company should have a cmto

  1. 1. Chief Marketing Technology Officer - CMTOOutlined, defined, and 10 arguments for having one© 2010 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian Information Solutions, Inc.
  2. 2. Presenters Marcus Tewksbury Vice President, Strategy and Consulting ------------------------------------------------------------------------------------ Experian | 955 American Ln. | Schaumburg, IL 60173 Office: 224.698.8357 | Mobile: 312.404.4835 Scott Brinker President & CTO ------------------------------------------------------------------------------------ ion interactive | One Broadway 14th Floor | Cambridge, MA Office: 888.466.4332 | Direct: 617.583.1311 © 2010 Experian Information Solutions, Inc. All rights reserved. 2
  3. 3. Life used to be simple. © 2010 Experian Information Solutions, Inc. All rights reserved. 3
  4. 4. You have the marketing departmentfor marketing. © 2010 Experian Information Solutions, Inc. All rights reserved. 4
  5. 5. You have thefire departmentfor firefighting. © 2010 Experian Information Solutions, Inc. All rights reserved. 5
  6. 6. You have the police departmentfor policing. © 2010 Experian Information Solutions, Inc. All rights reserved. 6
  7. 7. You have the IT department for informationand technology. © 2010 Experian Information Solutions, Inc. All rights reserved. 7
  8. 8. But what if marketingwas driven byinformation & technology? © 2010 Experian Information Solutions, Inc. All rights reserved. 8
  9. 9. Are marketing and technology really that deeply entwined? © 2010 Experian Information Solutions, Inc. All rights reserved. 9
  10. 10. © 2010 Experian Information Solutions, Inc. All rights reserved. 10
  11. 11. © 2010 Experian Information Solutions, Inc. All rights reserved. 11
  12. 12. Hundreds of marketing softwaresolutions today... ...thousands more on the way. © 2010 Experian Information Solutions, Inc. All rights reserved. 12
  13. 13. Moore’s Law… “(capacity of technology)doubles every 18 months.“...Was written in… 1965 © 2010 Experian Information Solutions, Inc. All rights reserved. 13
  14. 14. Masters of Change © 2010 Experian Information Solutions, Inc. All rights reserved. 14 Source – Socialnomics - http://www.youtube.com/watch?v=sIFYPQjYhv8#t=00m29s
  15. 15. Main St. MarketingMarketing Capability Wheel © 2010 Experian Information Solutions, Inc. All rights reserved. 15 1880 Today
  16. 16. Pony ExpressMarketing Capability Wheel © 2010 Experian Information Solutions, Inc. All rights reserved. 16 1880 1900 Today
  17. 17. Mass goes MassMarketing Capability Wheel © 2010 Experian Information Solutions, Inc. All rights reserved. 17 1880 1900 1950 Today
  18. 18. ResearchMarketing Capability Wheel © 2010 Experian Information Solutions, Inc. All rights reserved. 18 1880 1900 1950 1980 Today
  19. 19. Digital Era © 2010 Experian Information Solutions, Inc. All rights reserved. 19 1880 1900 1950 1990 Today
  20. 20. Social Era © 2010 Experian Information Solutions, Inc. All rights reserved. 20 1880 1900 1950 1990 2008 Today
  21. 21. Closing the Loop © 2010 Experian Information Solutions, Inc. All rights reserved. 21 1880 1900 1950 1990 2008 Today
  22. 22. Not everyone in marketingneeds to be atechnologist. © 2010 Experian Information Solutions, Inc. All rights reserved. 22
  23. 23. Just like not everyone inmarketing is a “creative.” © 2010 Experian Information Solutions, Inc. All rights reserved. 23
  24. 24. But technology must be oneof the pillars ofnew marketing. © 2010 Experian Information Solutions, Inc. All rights reserved. 24
  25. 25. You’re already responsible forthe outcome of marketing technology. © 2010 Experian Information Solutions, Inc. All rights reserved. 25
  26. 26. Shouldn’t you be the one driving? © 2010 Experian Information Solutions, Inc. All rights reserved. 26
  27. 27. MarketerMarketing Technology Who’s packing your parachute? © 2010 Experian Information Solutions, Inc. All rights reserved. 27
  28. 28. 10 Scenarios where a CMTO can help… © 2010 Experian Information Solutions, Inc. All rights reserved. 28
  29. 29. 1. Manage the Technology StackPulling the pieces together, with a marketer’s eye © 2010 Experian Information Solutions, Inc. All rights reserved. 29
  30. 30. 2. Understand Cross Channel InteractionsPower of the CookieCHANNELS AWARENESS INTEREST DESIRE ACQUISITION Quarterly Mag-alog Birthday Offers Birthday Reminder In-store Store Loyalty Capture Promotion Segment Community Promotion Local Discount © 2010 Experian Information Solutions, Inc. All rights reserved. 30
  31. 31. 3. Deliver Coordinated, Multi-channel MessagingNurturing, Triggering, and Marketing Automation © 2010 Experian Information Solutions, Inc. All rights reserved. 31
  32. 32. 4. Deliver More Relevant Display AdvertisingAddressable Audiences, Everywhere Frequent flyer segment Skip long airport security lines! Unidentified segment © 2010 Experian Information Solutions, Inc. All rights reserved. 32
  33. 33. 5. Measure Marketing PerformanceBuilt on disparate sources of data Media Mix Touch-point Fractional Allocation Inferred Single Channel Direct Single Channel © 2010 Experian Information Solutions, Inc. All rights reserved. 33
  34. 34. 6. Turn Social Media Data into Actionable InsightThe “Molecule Theory” Trends Date Brand Preference Clusters Sentiment Domain Opt-in Product Handle Lifecycle Aggregate © 2010 Experian Information Solutions, Inc. All rights reserved. 34
  35. 35. 7. Address the CEO’s Strategic ConcernsTechnological factors are not limited to the IT department © 2010 Experian Information Solutions, Inc. All rights reserved. 35
  36. 36. 8. Break Free from IT-Marketing DeadlockMarketing must collaborate with IT, not solely depend on IT• Stability• Security• Economy• Standardization Marketing• Function • Speed/agility • Innovation • Market impact IT • Differentiation • Experience © 2010 Experian Information Solutions, Inc. All rights reserved. 36
  37. 37. 9. Enable Agile MarketingThe clockspeed of marketing accelerates—can you? © 2010 Experian Information Solutions, Inc. All rights reserved. 37
  38. 38. 10. Even More Marketing Technology Coming Your WayInnovation in marketing? You ain’t seen nothin’ yet… © 2010 Experian Information Solutions, Inc. All rights reserved. 38
  39. 39. 10 Scenarios where a CMTO can help…1. Manage the Technology Stack2. Understand Cross Channel Interactions3. Deliver Coordinated, Multi-channel Messaging4. Deliver More Relevant Display Advertising5. Measure Marketing Performance6. Turn Social Media Data into Actionable Insight7. Address the CEO’s Strategic Concerns8. Break Free from IT-Marketing Deadlock9. Enable Agile Marketing10. Even More Marketing Technology Coming Your Way © 2010 Experian Information Solutions, Inc. All rights reserved. 39
  40. 40. Questions?1. Manage the Technology Stack2. Understand Cross Channel Interactions3. Deliver Coordinated, Multi-channel Messaging4. Deliver More Relevant Display Advertising5. Measure Marketing Performance6. Turn Social Media Data into Actionable Insight7. Address the CEO’s Strategic Concerns8. Break Free from IT-Marketing Deadlock9. Enable Agile Marketing10. Even More Marketing Technology Coming Your Way © 2010 Experian Information Solutions, Inc. All rights reserved. 40
  41. 41. Contact Information Marcus Tewksbury Vice President, Strategy and Consulting ------------------------------------------------------------------------------------ Experian | 955 American Ln. | Schaumburg, IL 60173 Office: 224.698.8357 | Mobile: 312.404.4835 Scott Brinker President & CTO ------------------------------------------------------------------------------------ ion interactive | One Broadway 14th Floor | Cambridge, MA Office: 888.466.4332 | Direct: 617.583.1311 © 2010 Experian Information Solutions, Inc. All rights reserved. 41

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