Why Marketers Will Rule The World: Rise of the Marketing Technologist
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WHY MARKETERS WILL RULE THE WORLD Maggie Fox, Founder & CEO @maggiefox
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Social and digital have put extreme power in the hands of marketers, if only they'll learn how to wield it. With Gartner research predicting that by 2017 the CMO will spend more on technology that the CIO, marketers are entering a new era of big data, automation and the ability to drive business strategy by delivering real-time access to the voice of the customer, all thanks to the Internet. Is your team ready for the era of the Chief Marketing Technologist? In this session we'll talk about emerging tech trends in marketing and how savvy, forward-thinking leaders can serve up enormous business value and position themselves to take a seat at the big table.
Transcript of Why Marketers Will Rule The World: Rise of the Marketing Technologist
WHY MARKETERS WILL RULE THE WORLD
Maggie Fox, Founder & CEO
@maggiefox
AGENDA
Where we are
Where you’re losing out
Your opportunity
Skillsets and your changing team
Where you want to get to
CMO tenure has shifted from
23 months in 2006 to 43 months in 2012
WHERE WE ARE
By 2017, Gartner says CMOs will be spending more on tech than CIOs
WHERE WE ARE
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
“I.T. IS EVERYWHERE”
Data-driven companies +6% productivity
WHERE YOU’RE LOSING OUT
93% believe they are losing revenue
YOUR OPPORTUNITY
Blending the art & science of marketing• Storytelling• Measurement
Group leverage
YOUR OPPORTUNITY
The “segment of one”
Individual leverage
Simple relationships: at any scale
+9% improvement in media effectiveness
OPTIMIZING MEDIA SPEND
PREDICTING AUTO RECALLS
Identifying relationshipsto predict product or performance failures.
Knowing what a habit isand what it means when it changes
TARGETING HABITS
YOUR CHANGING TEAM
Structured Unstructured data
People and skillsets
YOUR CHANGING TEAM
15% data capture
20% data reporting
65% data analysis
THE WAY YOU WORK
65% data capture
20% data reporting
15% data analysis
THE WAY YOU WORK
WHERE YOU WANT TO GET TO
Working more closely with IT
Robust measurement infrastructure
Custom algorithms will be key
Understanding “action-based connections”
WHO WILL HELP YOU GET
THERE?
WHO WILL HELP YOU
GET THERE?
The Marketing Technologist
WHY MARKETERS WILL RULE THE WORLD
Maggie Fox, Founder & CEO
@maggiefox
THANK-YOU
PHOTO CREDITS
SLIDE 1 & 2: http://www.flickr.com/photos/uscapitol/6241122314/
SLIDE 8: http://www.flickr.com/photos/statelibraryqueensland/8137876825/
SLIDE 8: http://www.flickr.com/photos/swedish_heritage_board/5517008671/
SLIDE 9: A Neapolitan Storyteller by Pierre Bonirote
SLIDE 10: http://en.wikipedia.org/wiki/Image:Archimedes_lever_(Small).jpg
The Syndics of the Amsterdam Drapers' Guild, known as the ‘Sampling Officials’
SLIDE 11: http://www.flickr.com/photos/nlireland/5963130143/sizes/l/in/photostream/
SLIDE 12: http://www.flickr.com/photos/centralasian/5583102954/
SLIDE 14: http://www.flickr.com/photos/library_of_congress/5050946511/
http://www.flickr.com/photos/statelibraryqueensland/7946596602/sizes/l/in/photostream/
SLIDE 15: http://www.flickr.com/photos/nationaalarchief/4193509510/
SLIDE 18: http://www.flickr.com/photos/ciagov/5416173011/
