Published on February 19, 2014
WHY MARKETERS WILL RULE THE WORLD Maggie Fox SVP, Digital Marketing @maggiefox
AGENDA Where we are Where you’re losing out Your opportunity Skillsets and your changing team Where you want to get to
WHERE WE ARE CMO tenure has shifted from 23 months in 2006 to 45 months in 2013
WHERE WE ARE By 2017, Gartner says CMOs will be spending more on tech than CIOs
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”
WHERE YOU’RE LOSING OUT 93% believe they are losing revenue Data-driven companies +6% productivity
YOUR OPPORTUNITY Blending the art & science of marketing • Storytelling • Measurement
YOUR OPPORTUNITY The “segment of one” Individual leverage Group leverage
OPTIMIZING MEDIA SPEND Simple relationships: at any scale +9% improvement in media effectiveness
PREDICTING AUTO RECALLS Identifying relationships to predict product or performance failures.
TARGETING HABITS Knowing what a habit is and what it means when it changes
YOUR CHANGING TEAM Structured Unstructured data
YOUR CHANGING TEAM People and skillsets
THE WAY YOU WORK 15% data capture 20% data reporting 65% data analysis
THE WAY YOU WORK 65% data capture 20% data reporting 15% data analysis
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
THANK-YOU WHY MARKETERS WILL RULE THE WORLD Maggie Fox, SVP, Digital Marketing @maggiefox
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/
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