1. ©2013 | BrightEdge Technologies
The Digital CMO: Enabling the Enterprise
Building a Roadmap for Change Management
Jeremy Sanchez | CEO, Global Strategies
Jeremy.sanchez@globalstrategies.com

2. The CMO Agenda
IBM CMO Study: 2012

3. 1. Articulating the Value of Digital to the CMO
2. Measuring the Collateral Impact of Search
3. Demonstrating Innovation and Big Ideas
4. Actioning Strategic Insights and Dealing with a Lack of Resources
5. Making Search Sexy – Getting the CMO to Lean Forward
Digital Opportunities & Challenges

4. Articulating the Value of Search to CMO
$0
$4
$8
$12
$16
$20
0
10,000
20,000
30,000
40,000
Cost
per
Conversion
|
Marke0ng
Spend
Conversions
Conversions
Earned,
Paid
and
Owned
Digital
Media
Owned
Paid
Earned
Cost
per
Conversion
Total
Marke?ng
Spend
à It is critical that you know how your CMO is thinking in terms of both
a measurement framework and marketing mix

5. Measuring the Collateral Impact of Search
0.00
2,500.00
5,000.00
7,500.00
10,000.00
Natural
Direct
Views
from
Target
Keyword
Natural
Direct
Views
from
Keyword
Unavailable
Natural
Direct
Views
Other
Keywords
Natural
InDirect
Views
Total
à Keyword-to-page reporting dramatically underestimates the collateral impact of
Organic search
à Your business owns pages, not keywords

6. Showing Innovation & Big Ideas
à Categorizing major
keyword topics and
subtopic overtime tell a
bigger story
à Corporate
Communications has a
planning and
measurement tool
à Leverage the Google
Trends API for up to
eight years of historical
demand

7. Actioning Strategic Insights
Brand
Quality
Analysis
Comparison
RatingsandReviews
Purina.com X X X
Alpo
Be Happy
Beneful X
Canyon Creek Ranch X
Chef Michael’s
Dog Chow X
Mighty Dog
Pro Plan X X X
PurinaONE X X X
Vet Diets
à Developing portfolio and
category strategies is critical for
enterprise search success
à Brand and multi-agency channel
collaboration is critical
à Offline branding messaging
must align to online strategies
à Governance is key – brand and
keyword ownership must be
assigned

8. Centralizing Search - Creating a Center of Excellence (COE)
WHO
People &
Organization
HOW EFFICIENTLY
Education &
Evangelism
WITH WHAT
HOW
Standards &
Processes
COE Work Streams
Technology &
Tools

9. ©2013 | BrightEdge Technologies
Thank you!