Find out how marketing operations tools can help you to drive your business forward with big data strategies. In the age of data driven marketing a new superhero is emerging - the super CIO or IT manager. This new superhero is stepping up and rising to the challenge posed by big data - pushing into the realms of strategic planning and driving excellence throughout their company. It is this new superhero’s mission to prioritise data management, create cohesive and flowing data channels and transform the customer experience through a data strategy that also aligns to the business’ needs.

1. The age of Big Data gives the CIO or IT Manager an
unprecedented opportunity to become a superhero in the
marketing world. If you can rise to the challenge posed by the
demand for real-time, cross-channel, customer data and insight,
you’ll have a great lever for creating a more strategic business
role for the IT function - and your marketing department will see
you in a whole new light. Managing these challenges alongside
marketing operations will facilitate your ability to drive excellence
throughout your business.
John Ellett, Marketing Expert, defining the arrival of what he calls ‘Marketing 5.0’ - the confluence
of marketing technology and rich customer data - at Oracle OpenWorld 2014.
For the IT superhero, this technology begins with the marketing
operations tools used within the marketing department.
Enter the IT Superhero on a mission to:
“Treat me like you know me
and deliver highly relevant,
personalised, experiences
at every touch point.”
with customer experience technology fuelling the rise
(Gartner)
51% of companies will
increase digital marketing
budgets by 17% in 2015
It’s all about the
customer experience
Technology powers
the change
The case for
collaboration
Missing links
The answer
Partners in prime
Getting it right
Takeaway
Benefits of using
today’s advanced data
management and
analytics platforms
CRAFT THE DATA STRATEGY
YOUR BUSINESS NEEDS
BE AN IT
SUPERHERO
Help Marketing make
data management a
priority throughout
the business
Enable cohesive data
flows and analysis with
data management and
analytics tools
Focus on transforming
data to enhance the
customer journey and
experience.
A consistent, concise,
always-active view of
your customers
Advanced audience
analytics and deeper
segmentation to
encourage more precise
targeting – turning
insight into action
Improved cross-
channel targeting
Connected customers
across all channels
and devices serving
content that’s relevant
to their preferences
and interests.
Managed data privacy
and governance
Place data in a centralised system (such as a data management platform for DMP), easily
accessible to Marketing and other departments to enable:
of marketing leaders and
46%
of IT leaders already have a
single view of the customer
across multiple touchpoints.
51%
of CMO/CIO conversations
focus on the shift to broader
internal partnerships and more
integrated teams.
71%
Half of them are deploying joint projects. One company (Merkle)
slashed data processing
time for complex marketing
campaigns by 70%
after rationalising its analytics infrastructure.
CIOs would like to spend twice
the time on strategy than they can
currently afford.
Context, Context, Context
Half of CIOs and CMOs
are still not collaborating
on shared projects.
of IT spend takes place outside
the IT function. In fact, Gartner
estimates that by 2017, CMOs
will spend more on IT than CIOs.
27% of CIOs feel that marketing
makes promises to the
business without getting
agreement from IT.
48% of CMOs feel unprepared
to manage and analyse the
volume of data available
to them - and convert it to
meaningful knowledge.
70%
The IT Superhero understands both sides and builds a bridge between CMOs and CIOs:
Marketing context helps
IT to select the right
technology for the purpose,
adopt a more tactical vendor
strategy and craft a data
strategy in line with business
requirements.
Technology context helps
the business to synchronise
cultural and process changes
to take advantage of new
layers of data analysis.
Jennifer Lacks Kaplan, Principal, Deloitte
“IT is emerging as a key partner to Marketing
and as leaders in Marketing innovation,
spearheading efforts to build an intuitive
enterprise – driven by new technologies, new
ways of working and enterprise wide data and
platform integration.”
Four signs that you have become an IT Superhero and have your (big) data strategy in hand:
You see yourself as more of a digital leader
than just an IT decision maker
You instinctively put the customer at the
heart of every IT choice you make
You have achieved the right balance
between the speed of data analysis (in
response to marketing demand) and
compliance, security and integration
You have established cross-functional teams
to accelerate digital marketing projects that
allow the business to be more reactive to
real-time big data.
Know your CMO’s data
pain points and make
technology choices
that will help convert
them to meaningful
information
Put customer
experience at the heart
of your data strategy
Build a collaborative
bridge with marketing,
and integrated teams
that can fast-track
analytics-based
projects
SALES,
MARKETING
& IT:
YOUR CROSS
DEPARTMENTAL
GUIDE TO
DESIGNING A
MARKETING
OPERATIONS
STRATEGY
Discover how you can slash processing times in
complex digital marketing campaigns by up to 70% with
a more streamlined data strategy by downloading:
SALES, MARKETING AND IT:
YOUR CROSS DEPARTMENTAL
GUIDE TO DESIGNING A
MARKETING OPERATIONS
STRATEGY
DOWNLOAD NOW