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THE RISE OF THEDATA-DRIVEN CMO

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30 YEARS AGOWE LOST OUR WAY.

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ANYTIME ANYWHERE

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WHAT APPLE KNOWS

What games he has installed

How often he plays them

How far he gets

What time he plays them

Where his location is when he plays

How many apps he’s purchased

Which credit card

What other Apple purchases on the same credit card

How many devices does our family own

What’s our phone usage

Our nearest Apple store

Which movies we like

Which video streaming service we use

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Dating

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YOU’RE EXCITED ABOUT BIG DATA BUT YOU SUCK AT

SMALL DATA!-Mitch Joel Twist Image

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ANALYST

CMO CIO

DATA-DRIVEN MARKETING

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ANALYST

CMO CIO

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ANALYST

CMO CIO

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ACTIVITY-BASED

OPERATIONAL

OUTCOME-BASED

LEADING INDICATORS

PREDICTIVE

THE WAY SUCCESSIS MEASURED

TACTICAL

STRATEGIC

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10 WAYS TO GET READY FOR DATA-

DRIVEN MARKETING

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1. STOP COUNTING

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IF YOU ARE CELEBRATING CLICKS YOU ARE CELEBRATING THE ABILITY TO COUNT.

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2. FIND YOUR STARS

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IF EVERYTHING IS IMPORTANT,NOTHING IS.

-Patrick Lencioni

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>

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3. TRACK EVERYWHERE

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4. THINK LIKE A KIDON HIS BIRTHDAY

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1 2 3

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V CPA VPA

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$15 $10

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LV=$10 each LV=$300

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5. BECOME RELEVANT

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500,000 UNIQUE MAIL CATALOGS

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RELEVANT MESSAGINGTO SPECIFIC CUSTOMERS

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CUSTOM MESSAGING BASED ON EMAIL OPENS NOT EMAIL SENDS

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6. BE COMPATIBLE

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CREATORS DEVELOPERS CONSUMERS

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UNIFIED,NOT UNIFORM MESSAGING-Ron Rogowski Forrester

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THE KEY TO MANAGING 150+ TWITTER ACCOUNTS:

“BE HONEST, BE HUMBLE, BE HELPFUL, BE HUMAN”

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7. INVITE THE ANALYST

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DON’T VOMIT DATA. IDENTIFY OPPORTUNITY.

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8. QUESTION “DATA IS THE NEW CREATIVE”

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ANALYSTS

CREATIVES

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IT’S NOTSHAKE OR BAKE

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DATA+CREATIVE=SUCCESS

- Louis Winokur MediaPost

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9. JOIN THE CMO AND CIOAT THE HIP

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BY 2017THE CMO WILL

SPEND MORE ON IT THAN THE CIO

-Laura McLellan Gartner

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110%Mobile-to-in-store sales

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ROBERT MEADCMO

MICHAEL MATHIASCIO

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JOINTLY IDENTIFY OPPORTUNITIESFOR INNOVATION AND INVESTMENT

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10. CREATE CENTAURS

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CMO

CIO

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CMO

CIO

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=

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CIO

ANALYST

CMO

HOW TO RECEIVE AND DELIVER DATA?

WHAT DOES THE DATA MEAN TO THE BUSINESS?

WHAT CAN WE DO WITH THE DATA?

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ANALYST

CMO CIO

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THANKS.GREGORY NGCMOBROOKS BELL@GREGORYNG