The age of Big Data gives the CIO or IT Manager an unprecedented opportunity to become a superhero in the

marketing world. If you can rise to the challenge posed by the demand for real-time, cross-channel, customer data and insight, you’ll have a great lever for creating a more strategic business

role for the IT function - and your marketing department will see you in a whole new light. Managing these challenges alongside

marketing operations will facilitate your ability to drive excellence throughout your business.

John Ellett, Marketing Expert, defining the arrival of what he calls ‘Marketing 5.0’ - the confluence of marketing technology and rich customer data - at Oracle OpenWorld 2014.

For the IT superhero, this technology begins with the marketing operations tools used within the marketing department.

Enter the IT Superhero on a mission to:

“Treat me like you know me and deliver highly relevant, personalised, experiences

at every touch point.”

with customer experience technology fuelling the rise (Gartner)

51% of companies will increase digital marketing budgets by 17% in 2015

It’s all about the customer experience

Technology powers the change

The case for collaboration

Missing links

The answer

Partners in prime

Getting it right

Takeaway

Benefits of using today’s advanced data

management and analytics platforms

CRAFT THE DATA STRATEGY

YOUR BUSINESS NEEDSBE AN IT

SUPERHERO

Help Marketing make data management a priority throughout the business

Enable cohesive data flows and analysis with data management and analytics tools

Focus on transforming data to enhance the customer journey and experience.

A consistent, concise, always-active view of

your customers

Advanced audience analytics and deeper

segmentation to encourage more precise

targeting – turning insight into action

Improved cross-channel targeting

Connected customers across all channels and devices serving

content that’s relevant to their preferences

and interests.

Managed data privacy and governance

Place data in a centralised system (such as a data management platform for DMP), easily accessible to Marketing and other departments to enable:

of marketing leaders and46%

of IT leaders already have a single view of the customer across multiple touchpoints.

51%

of CMO/CIO conversations focus on the shift to broader

internal partnerships and more integrated teams.

71%

Half of them are deploying joint projects. One company (Merkle)

slashed data processing time for complex marketing campaigns by 70%after rationalising its analytics infrastructure.

CIOs would like to spend twice the time on strategy than they can

currently afford.

Context, Context, Context

Half of CIOs and CMOs are still not collaborating on shared projects.

of IT spend takes place outside the IT function. In fact, Gartner estimates that by 2017, CMOs

will spend more on IT than CIOs.

27%of CIOs feel that marketing

makes promises to the business without getting

agreement from IT.

48%of CMOs feel unprepared

to manage and analyse the volume of data available

to them - and convert it to meaningful knowledge.

70%

The IT Superhero understands both sides and builds a bridge between CMOs and CIOs:

Marketing context helps IT to select the right technology for the purpose, adopt a more tactical vendor strategy and craft a data strategy in line with business requirements.

Technology context helps the business to synchronise cultural and process changes to take advantage of new layers of data analysis.

Jennifer Lacks Kaplan, Principal, Deloitte

“IT is emerging as a key partner to Marketing and as leaders in Marketing innovation,

spearheading efforts to build an intuitive enterprise – driven by new technologies, new ways of working and enterprise wide data and

platform integration.”

Four signs that you have become an IT Superhero and have your (big) data strategy in hand:

You see yourself as more of a digital leader than just an IT decision maker

You instinctively put the customer at the heart of every IT choice you make

You have achieved the right balance between the speed of data analysis (in response to marketing demand) and compliance, security and integration

You have established cross-functional teams to accelerate digital marketing projects that allow the business to be more reactive to real-time big data.

Know your CMO’s data pain points and make technology choices

that will help convert them to meaningful

information

Put customer experience at the heart

of your data strategy

Build a collaborative bridge with marketing, and integrated teams

that can fast-track analytics-based

projects

SALES, MARKETING & IT:YOUR CROSS DEPARTMENTAL GUIDE TO DESIGNING A MARKETING OPERATIONS STRATEGY

TRANSFORMSTRATEGISE EXECUTE

Discover how you can slash processing times in complex digital marketing campaigns by up to 70% with a more streamlined data strategy by downloading:

SALES, MARKETING AND IT: YOUR CROSS DEPARTMENTAL GUIDE TO DESIGNING A MARKETING OPERATIONS STRATEGY

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