DAZE Melbourne 2015: The Rise of the Chief Marketing Technologist

2. Current Job Skills: Weakest Skills
THE WORLD OF MARKETING HAS NEVER BEEN MORE DIFFERENT

3. Current Job Skills: Weakest Skills
Tipping point in shift of
media dollars to digital
formats
THE WORLD OF MARKETING HAS NEVER BEEN MORE DIFFERENT

4. Current Job Skills: Weakest Skills
Tipping point in shift of
media dollars to digital
formats
Growing footprint of
marketing automation
at enterprise scale (“ERP
for Marketing”)
THE WORLD OF MARKETING HAS NEVER BEEN MORE DIFFERENT

5. Current Job Skills: Weakest Skills
Tipping point in shift of
media dollars to digital
formats
Growing footprint of
marketing automation
at enterprise scale (“ERP
for Marketing”)
Vigorous pursuit of
growth via new, digitally-
centred business models
THE WORLD OF MARKETING HAS NEVER BEEN MORE DIFFERENT

6. WHO ARE THESE
CHIEF MARKETING
TECHNOLOGISTS?

7. FIRST RESEARCH EVER CONDUCTED INTO
CHIEF MARKETING TECHNOLOGISTS:
280 executives researched
75% North America / 25% rest of world
Current and future skills
Education and work history
Self perceptions of role
Organisational structures

8. THE SIX ARCHETYPES OF MARKETING TECHNOLOGISTS

9. THE SIX ARCHETYPES OF MARKETING TECHNOLOGISTS
Marketing
Mavens

10. THE SIX ARCHETYPES OF MARKETING TECHNOLOGISTS
Marketing
Mavens
Content
Curators

11. THE SIX ARCHETYPES OF MARKETING TECHNOLOGISTS
Marketing
Mavens
Content
Curators
Media and Marketing
Analysers

12. THE SIX ARCHETYPES OF MARKETING TECHNOLOGISTS
Marketing
Mavens
Content
Curators
Media and Marketing
Analysers
Experience
Engineers

13. THE SIX ARCHETYPES OF MARKETING TECHNOLOGISTS
Marketing
Mavens
Content
Curators
Media and Marketing
Analysers
Experience
Engineers
Infrastructure
Architects

14. THE SIX ARCHETYPES OF MARKETING TECHNOLOGISTS
Marketing
Mavens
Content
Curators
Media and Marketing
Analysers
Experience
Engineers
Infrastructure
Architects
Data Divas

15. 12%
4%
9%
75%
TERTIARY FIELD OF STUDY
Computer Science
Other
Engineerin
g
Math or Science

16. CURRENT JOB SKILLS: STRENGTHS

17. CURRENT JOB SKILLS: WEAKNESSES

20. Current Job Skills: Weakest Skills

21. THE SIX ARCHETYPES OF MARKETING TECHNOLOGISTS
Marketing Mavens
Content Curators
Media and Marketing Analysers
Data Divas
Infrastructure Architects
Experience Engineers