These slides are from a Webcast produced by SAS based on conclusions of a SAS-sponsored report by the CMO Council from: 1. Global survey research conducted with hundreds of CMOs, CIOs and other marketing and IT executives. 2. Interviews with dozens of CMOs, CIOs and marketing professors. The content explores how Big Data has become the unifying force that is inextricably connecting the role of the Chief Marketing Officer and Chief Information Officer. Once battling over governance, technology and budget, the savvy CMO and CIO have started to develop key strategic alliances, leveraging Big Data as a critical path to achieving true, lasting and profitable customer centricity. Both marketing and IT both believe that customer centricity must start with a corporate culture that focuses all strategies and programs around the needs of the customer. Speakers: Liz Miller, Vice President, CMO Council Wilson Raj, Worldwide Customer Intelligence Marketing Director, SAS ** There is a link to the report at the end of the slides.

1. BIG DATA’S BIGGEST ROLE
ALIGNING THE CMO & CIO
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2. BIG DATA’S
BIGGEST ROLE ABOUT THE STUDY
Quantitative Online Audit
• 237 senior marketers
• 211 senior IT executives
Qualitative Interviews
• 18 senior marketers
• 15 senior IT executives
• 3 academics/analysts
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3. BIG DATA’S
BIGGEST ROLE RELATIONSHIP BETWEEN CMO & CIO
MARKETING IT
How would you describe your relationship?
Aligned. Challenged to
39% 41%
execute priority projects.
Do you view this as a critical relationship?
85% Yes 85%
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4. BIG DATA’S
BIGGEST ROLE BIGGEST ROADBLOCKS TO CENTRICITY
MARKETING IT
49% Functional silos 45% Functional silos make
make data aggregation connecting customer data
impossible difficult
42% Corporate culture 39% No common definition
averse to change customer centricity to unify
functional goals and process
41% No common goals 37% Corporate culture not
or strategies across aligned around the needs
key stakeholders of the customer
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5. BIG DATA’S
BIGGEST ROLE WHO OWNS THE CUSTOMER?
MARKETING IT
19% Sales 15%
18% CEO/President 20%
17% CMO 19%
14%
Undefined 17%
spread across multiple functions
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6. BIG DATA’S
BIGGEST ROLE Resources for SlideShare Viewers
Check out this conclusions paper summarizing the discussion:
Leverage Marketing Analytics to Improve Customer Experience
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http://www.sas.com/knowledge-exchange/customer-intelligence
Marketing Practitioners’ Views: Customer Analytics Blog
http://blogs.sas.com/content/customeranalytics/
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7. THANK YOU!
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