Marketing by the NumbersAnalytics, Engineering, Math

Analytics

Thanks to an explosion of data from

social-media platforms, call centers,

transactions, loyalty programs,

registries and more, CMOs who

want a seat at the table will have to

harness customer data and leverage

it – or risk being relegated to chief

promotions officer.

“

”Zmuda, N. (2012). When CMOs Learn to Love Data, They’ll

Be VIPs in the C-Suite. AdAge. [Retrieved from

http://adage.com/article/cmo-strategy/cmos-learn-love-data-

c-suite-vips/232699/]

Jobs

Position

2010

Employment

2020

Employment % Change

Sales Rep.

(B2B)342,100 382,300

12

MKT Research

Analysis282,700 399,300 41

MKTG. Mgr 178,200 202,400 14

P.R. Mgr 61,900 72,100 16

ADV. Mgr 38,700 43,800 13

Sources

http://www.bls.gov/oco/ocos020.htm#oes_links

http://www.bls.gov/oco/ocos013.htm

Salary

Position

10th

Percentile

50th

Percentile

90th

Percentile

Sales Rep.

(B2B)$36,740 $52,440 $108,750

Buyer $29,100 $49,650 $90,000

P.R.

Specialists$30,560 $52,090 $95,200

Adv. A.E. $22,780 $45,350 $96,040

MKT

Research

Analysis

$33,530 $60,570 $111,440

Source: http://www.onetonline.org/find/

WAW

Chase Digital Analytics

1. Skills

2. Personality

3. Passion

4. Unstructured Problems

5. Improve X by Y%

6. Tools

WAW

Express CRM

1. Metrics

2. Testing

3. Communication

WhereWe’veBeenMarketing Math

Where We Will BePerceptual Mapping

Where We AreCluster Analysis