10 Reasons Why You Need a Chief Marketing Technology Officer(CMTO)

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

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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

Life used to be simple.

3

You have the
marketing
department
for marketing.

4

You have the
fire department
for firefighting.

5

You have the
police
department
for policing.

6

You have the
IT department
for information
and technology.

7

But what if
marketing
was driven by
information &
technology?

8

Are marketing and technology really
that deeply entwined?

9

10

11

Hundreds of
marketing
software
solutions today...

...thousands
more
on the way.

12

Moore’s Law…
“(capacity of
technology)
doubles every 18
months.“

...Was written in…

1965
13

Masters of Change

14

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

Masters of Change

15


Masters of Change

16


Masters of Change

17


Masters of Change

18


Masters of Change

19


Updating the Marketing Wheel

20

Main St. Marketing

Marketing Capability Wheel
21

1880 Today

Pony Express

22

1880 1900 Today

Mass goes Mass

23

1880 1900 1950 Today

Research

24

1880 1900 1950 1980 Today

Digital Era

25

1880 1900 1950 1990 Today

Social Era

26

1880 1900 1950 1990 2008 Today

Closing the Loop

27

1880 1900 1950 1990 2008 Today

Not everyone
in marketing
needs to be a
technologist.

28

Just like not
everyone in
marketing is a
“creative.”

29

But technology
must be one
of the pillars of
new marketing.

30

You’re already responsible for
the outcome of marketing technology.

31

Shouldn’t you
be the one
driving?

32

Marketer
Marketing Technology

Who’s packing your parachute?
33

10 Scenarios
where a
CMTO
can help…

34

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

35

2. Understand Cross Channel Interactions
Power of the Cookie

CHANNELS AWARENESS INTEREST DESIRE ACQUISITION

Quarterly Mag-alog

Birthday Offers Birthday Reminder

In-store Store
Loyalty Capture Promotion

Segment Community
Promotion

Local Discount

36

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

37

4. Deliver More Relevant Display Advertising
Addressable Audiences, Everywhere

Frequent flyer
segment

Skip long airport
security lines!

Unidentified
segment

38

5. Measure Marketing Performance
Built on disparate sources of data

Media Mix

Touch-point

Fractional Allocation

Inferred Single Channel

Direct Single Channel

39

6. Turn Social Media Data into Actionable Insight
The ―Molecule Theory‖

Trends
Date
Brand
Preference
Clusters

Sentiment

Domain

Opt-in Product
Handle Lifecycle

Aggregate

40

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

41

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

• Stability
• Security
• Economy
• Standardization Marketing
• Function
• Speed/agility
• Innovation
• Market impact
IT • Differentiation
• Experience

42

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

43

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

44

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
45

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

46

10 Reasons Why You Need a Chief Marketing Technology Officer(CMTO)

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