10 arguments why your company should have a cmto

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Chief Marketing Technology Officer - CMTO Outlined, defined, and 10 arguments for having one

© 2010 Experian Information Solutions, Inc. All rights reserved.

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

http://www.linkedin.com/profile/view?id=13929550

http://www.themarketingmojo.com/

http://www.slideshare.net/tewksbum/

http://twitter.com/

http://www.google.com/search?hl=en&q=Marcus+Tewksbury

http://www.experian.com/business-services/customer-data-management.html


http://www.chiefmartec.com/

http://www.slideshare.net/sjbrinker/

http://twitter.com/

http://www.google.com/search?hl=en&q=Scott+Brinker


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Life used to be simple.


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You have the

marketing

department

for marketing.


5

You have the

fire department

for firefighting.


6

You have the

police

department

for policing.


7

You have the

IT department

for information

and technology.


8

But what if

marketing

was driven by

information &

technology?


9

Are marketing and technology really

that deeply entwined?


10


11


12

Hundreds of

marketing

software

solutions today...

...thousands

more

on the way.


13

Moore’s Law…

“(capacity of

technology)

doubles every 18

months.“

...Was written in…

1965


14

Masters of Change

Source – Socialnomics - http://www.youtube.com/watch?v=sIFYPQjYhv8#t=00m29s


15

Main St. Marketing

1880

Marketing Capability Wheel

Today


16

Pony Express

1880


1900 Today


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Mass goes Mass

1880


1950 1900 Today


18

Research

1880


1900 1950 1980 Today


19

Digital Era

1880 1900 1950 1990 Today


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Social Era

Today 1880 1900 1950 1990 2008


21

Closing the Loop

1880 1900 Today 1950 1990 2008


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Not everyone

in marketing

needs to be a

technologist.


23

Just like not

everyone in

marketing is a

“creative.”


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But technology

must be one

of the pillars of

new marketing.


25

You’re already responsible for

the outcome of marketing technology.


26

Shouldn’t you

be the one

driving?


27

Marketer

Marketing Technology

Who’s packing your parachute?


28

10 Scenarios

where a

CMTO

can help…


29

1. Manage the Technology Stack Pulling the pieces together, with a marketer’s eye


30

CHANNELS AWARENESS INTEREST DESIRE ACQUISITION

Quarterly Mag-alog

Birthday Offers

Segment Community Promotion

Local Discount

Birthday Reminder

In-store Loyalty Capture

Store Promotion

2. Understand Cross Channel Interactions Power of the Cookie


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3. Deliver Coordinated, Multi-channel Messaging Nurturing, Triggering, and Marketing Automation


32

4. Deliver More Relevant Display Advertising Addressable Audiences, Everywhere

Unidentified

segment

Frequent flyer

segment

Skip long airport security lines!


33

5. Measure Marketing Performance Built on disparate sources of data

Media Mix

Touch-point

Fractional Allocation

Inferred Single Channel

Direct Single Channel


34

Opt-in

Handle

Date

Sentiment

Trends

Aggregate

Product

Lifecycle

Brand

Preference Clusters

6. Turn Social Media Data into Actionable Insight The “Molecule Theory”

Domain


35

7. Address the CEO’s Strategic Concerns Technological factors are not limited to the IT department


36

8. Break Free from IT-Marketing Deadlock Marketing must collaborate with IT, not solely depend on IT

IT

• Stability

• Security

• Economy

• Standardization

• Function

Marketing

• Speed/agility

• Innovation

• Market impact

• Differentiation

• Experience


37

9. Enable Agile Marketing The clockspeed of marketing accelerates—can you?


38

10. Even More Marketing Technology Coming Your Way Innovation in marketing? You ain’t seen nothin’ yet…


39

10 Scenarios where a CMTO can help…

1. Manage the Technology Stack

2. Understand Cross Channel Interactions

3. Deliver Coordinated, Multi-channel Messaging

4. Deliver More Relevant Display Advertising

5. Measure Marketing Performance

6. Turn Social Media Data into Actionable Insight

7. Address the CEO’s Strategic Concerns

8. Break Free from IT-Marketing Deadlock

9. Enable Agile Marketing

10.Even More Marketing Technology Coming Your Way


40

Questions?

1. Manage the Technology Stack

2. Understand Cross Channel Interactions

3. Deliver Coordinated, Multi-channel Messaging

4. Deliver More Relevant Display Advertising

5. Measure Marketing Performance

6. Turn Social Media Data into Actionable Insight

7. Address the CEO’s Strategic Concerns

8. Break Free from IT-Marketing Deadlock

9. Enable Agile Marketing

10.Even More Marketing Technology Coming Your Way


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


http://www.themarketingmojo.com/

http://www.slideshare.net/tewksbum/

http://twitter.com/

http://www.google.com/search?hl=en&q=Marcus+Tewksbury

http://www.experian.com/business-services/customer-data-management.html


http://www.chiefmartec.com/

http://www.slideshare.net/sjbrinker/

http://twitter.com/

http://www.google.com/search?hl=en&q=Scott+Brinker

10 arguments why your company should have a cmto

Technology

Transcript of 10 arguments why your company should have a cmto