Why Marketers Will Rule The World: Rise of the Marketing Technologist

WHY MARKETERS WILL RULE THE WORLD

Maggie Fox, Founder & CEO

@maggiefox

AGENDA

Where we are

Where you’re losing out

Your opportunity

Skillsets and your changing team

Where you want to get to

CMO tenure has shifted from

23 months in 2006 to 43 months in 2012

WHERE WE ARE

By 2017, Gartner says CMOs will be spending more on tech than CIOs

WHERE WE ARE

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

“I.T. IS EVERYWHERE”

Data-driven companies +6% productivity

WHERE YOU’RE LOSING OUT

93% believe they are losing revenue

YOUR OPPORTUNITY

Blending the art & science of marketing• Storytelling• Measurement

Group leverage

YOUR OPPORTUNITY

The “segment of one”

Individual leverage

Simple relationships: at any scale

+9% improvement in media effectiveness

OPTIMIZING MEDIA SPEND

PREDICTING AUTO RECALLS

Identifying relationshipsto predict product or performance failures.

Knowing what a habit isand what it means when it changes

TARGETING HABITS

YOUR CHANGING TEAM

Structured Unstructured data

People and skillsets

YOUR CHANGING TEAM

15% data capture

20% data reporting

65% data analysis

THE WAY YOU WORK

65% data capture

20% data reporting

15% data analysis

THE WAY YOU WORK

WHERE YOU WANT TO GET TO

Working more closely with IT

Robust measurement infrastructure

Custom algorithms will be key

Understanding “action-based connections”

WHO WILL HELP YOU GET

THERE?

WHO WILL HELP YOU

GET THERE?

The Marketing Technologist

WHY MARKETERS WILL RULE THE WORLD

Maggie Fox, Founder & CEO

@maggiefox

THANK-YOU

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/