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The Rise of the Data-Driven CMO
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Transcript of The Rise of the Data-Driven CMO
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THE RISE OF THEDATA-DRIVEN CMO
@GREGORYNG
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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