Over the last few months, I've been asked to speak more and more about the emerging strategic role of marketing, particularly as it relates to technology, something I first started to explore in 2012. The explosion of customer data provided by social and digital have put extreme power in the hands of marketers, if only we'll learn how to wield it (this recent article in Harvard Business Review outlines the enormous opportunity for marketers as other parts of the business start to slow in their ability to deliver value). We're entering a new era of big data, automation and the ability to drive business strategy by delivering real-time access to the voice of the customer. Is your team is ready to let go of decisions made based solely on "gut feel" (though you shouldn't entirely, for our brains are the most advanced supercomputers on the planet) and get ready for the Chief Marketing Technologist, who's much more of a "quant" than a "qual"? Savvy, forward-thinking marketing leaders who "get it" can position themselves to deliver enormous business value and take a seat at the big table if they can figure this stuff out - fast.

1. WHY
MARKETERS
WILL RULE
THE WORLD
Maggie Fox
SVP, Digital Marketing
@maggiefox

2. AGENDA
Where we are
Where you’re
losing out
Your opportunity
Skillsets and your
changing team
Where you want
to get to

4. WHERE
WE ARE
CMO tenure has shifted from
23 months in 2006 to 45 months in 2013

5. WHERE WE ARE
By 2017, Gartner says CMOs will be
spending more on tech than CIOs

6. WHERE YOU’RE LOSING OUT
•
•
•
•
59% don't specify marketing technology
45% don't recommend marketing technology
46% don't select marketing technology
15% DON'T HAVE ANY SAY AT ALL

7. “I.T. IS EVERYWHERE”

8. WHERE YOU’RE LOSING OUT
93% believe they
are losing revenue
Data-driven companies
+6% productivity

9. YOUR OPPORTUNITY
Blending the art & science of marketing
• Storytelling
• Measurement

10. YOUR OPPORTUNITY
The “segment of one”
Individual leverage
Group leverage

11. OPTIMIZING MEDIA SPEND
Simple relationships: at any scale
+9% improvement in media effectiveness

12. PREDICTING AUTO RECALLS
Identifying relationships
to predict product or performance failures.

13. TARGETING HABITS
Knowing what a habit is
and what it means when it changes

14. YOUR CHANGING TEAM
Structured
Unstructured data

15. YOUR CHANGING TEAM
People and skillsets

16. THE WAY YOU WORK
15% data capture
20% data reporting
65% data analysis

17. THE WAY YOU WORK
65% data capture
20% data reporting
15% data analysis

18. WHERE YOU WANT TO GET TO
Working more closely with IT
Robust measurement infrastructure
Custom algorithms will be key
Understanding “action-based connections”

19. WHO WILL
HELP YOU GET
THERE?

20. WHO WILL
HELP YOU
GET THERE?
The Marketing Technologist

21. THANK-YOU
WHY MARKETERS
WILL RULE
THE WORLD
Maggie Fox,
SVP, Digital Marketing
@maggiefox

22. PHOTO CREDITS
SLIDE 1 & 2: http://www.flickr.com/photos/uscapitol/6241122314/
SLIDE 8: http://www.flickr.com/photos/statelibraryqueensland/8137876825/
SLIDE 8: http://www.flickr.com/photos/swedish_heritage_board/5517008671/
SLIDE 9: A Neapolitan Storyteller by Pierre Bonirote
SLIDE 10: http://en.wikipedia.org/wiki/Image:Archimedes_lever_(Small).jpg
The Syndics of the Amsterdam Drapers' Guild, known as the ‘Sampling Officials’
SLIDE 11: http://www.flickr.com/photos/nlireland/5963130143/sizes/l/in/photostream/
SLIDE 12: http://www.flickr.com/photos/centralasian/5583102954/
SLIDE 14: http://www.flickr.com/photos/library_of_congress/5050946511/
http://www.flickr.com/photos/statelibraryqueensland/7946596602/sizes/l/in/photostream/
SLIDE 15: http://www.flickr.com/photos/nationaalarchief/4193509510/
SLIDE 18: http://www.flickr.com/photos/ciagov/5416173011/