2. CMO Dashboards:
The future is now…ish
• The future is now, if you say so.
“the heart makes all the decisions
and the mind is merely
the collaborator”.
6. CMO dashboard:
the heart of marketing?
The future is now, if you turn it on.
Without a live connection
from the data to the dashboard,
the dashboard is simply a report.
15. Online and Offline data together at last?
• From a bubble expert:
“New Technologies provide
a reliability better than chance”
-- Professor Didier Sornette from the Department of Management, Technology and Economics (D-MTEC) at
ETH Zurich
• “Exceptional marketers in the next 5 years
will excel with hard analytics ensconced
in traditional, velvety creative goodness.”
-- Patrick Spenner, twitters at CEB_MLC
16. A CMO level view of performance
track
forecast
baseline
Plan ahead
Online, Offline, and Granular
17. An IAB sponsored study says “It makes sense for
companies to start the Big Data marketing journey.
18. Why now?
• New CMO mandate:
get the data and technology to transform marketing.
– A CMO has a seat at the table; Finance, Operations, R&D,
Marketing….
• Job #1
Marketing Transformation = business performance
• Market share
• Revenue Growth
• Strategic Certainty
– Engagement
– Conversion
– Community
19. Some pins to burst the bubble…
• Spotty data with big gaps for swathes of consumers or
swathes of the consumer experience (e.g., consumer
behavior in iOS mobile apps is a black box, since Apple
holds that data close)
• A churning and unpredictable privacy landscape, with
legislative shifts threatening disruption
• Agency rosters that are fragmented and highly
resistant to the kind of collaboration and change
needed to actually move with real-time speed in an
integrated way for much of the marketing mix
• Client-side decision making processes, structures and
skill gaps that prevent executing the vision
20. There is technology and advice.
The future is now if, you make it now.
Don’t let data issues, politics, privacy,
or the skills gap prevent you from
discovering the dashboard’s role
in marketing transformation.
21. Cross-marketing views
Bar graphs show you the Line graphs show you performance
shape of your spending baseline ( blue), actual (red).
Visualize
channel
Visualize
KPIs
Visualize
brand
22. People will make the difference.
• “Data is nothing without analytics. Or to be
more specific, so-called Big Data is nothing
without Big Analytics”. Adrian Bridgewater, Computer Weekly
23. Marketing Analysts Wanted
• McKinsey Global Institute projected that the
United States needs 140,000 to 190,000 more
workers with “deep analytical expertise and
1.5 million more data-literate managers.
24. Marketing, as a discipline, is in a great innovation position.
Cross-Disciplinary
Fewer opportunities for innovation
contributors
with greater
importance
Many contributors of
equal importance
http://collaborative-intelligence.org/kViz.html
27. Data, Analytics and You
• Rules to live by:
– If you can’t see it, it probably doesn’t exist
• Give visualization of data a chance, then start forming
questions.
– Before you try and solve a problem, find out if its
already been solved before
• Faster, cheaper, better answers are on the way with the
right executive sponsorship, attitude and approach
– Don’t pay too much
– Low tolerance for high cost/ low ROI
28. If you can see it, you can transform it.
What are
your portfolio Are you supporting your
investments? brand consideration and
choice goals?
Are you on track for
performance
improvement
29. Start with good questions
• What is your • Whose data • Will it
dashboard will you support a
thesis? need? business
objective?
The primary The success
The questions it
stake holder info it will
will study
and interests demonstrate
30. Marketing’s primary mandate is to experiment.
• Questions will change:
– Segmentation
– Sentimentation
– Campaigns
– Channels
– Communities
– Content
31. Checklist
• Do you provide
Part A: new Context for
Ability to
compete marketing
performance
Part B: • Are you Aligning
Growing Customer and
Relevance Channel Activity
Part C: • Are the right
Business Revenue and
Performance Profitablity KPIs
in place
32. Expand your performance footprint.
• A CMO dashboard must create certainty
• Give marketing a wider context and
performance footprint
• Set up baselines to show variance and trends
in-time to make a difference
• Show attribution and ROI
• Inspire new questions and collaboration
34. The future is now.
• If you say so.
– People and their data ready to move forward.
• If you turn it on.
– Technology-enabled live connection to data.
• If you make it now.
– A clear CMO mandate for a dashboard to support
marketing transformation.
35. The future is now for Marketing..
www.kneebone.com wrobertson@kneebone.com
Editor's Notes
I’ve added the “ish” because when Paula invited me to speak at MIXX, it was on the premise that that there is a general sense that marketing transformation is underway. So, if transformation is on its way is there anything on its way out? Stubbornness around silos, data and performance analytics?Maybe less heart and more fact.