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As marketers begin to rely on predictive models to forecast business outcomes, a new problem merges: scaling one-to-one relationships with an emphasis on the human experience. Gregory offers a new set of metrics for success for today’s marketing programs, and proposes a new metrics framework for the data-driven CMO. He then offers five tips on how a senior-level analyst or marketing manager can master the latest trends and become successful leaders in today’s data-driven market. Are you ready to take the next step and become a data-driven CMO?
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PREDICTING YOUR WAY TO CMO
Gregory Ng | Chief Marketing Officer@GregoryNg
@GregoryNg
@GregoryNg
“2013 Predictions: Today’s CMO Becomes Master of Data.”
IDC Chief Marketing Officer Top 10 Predictions for 2013
@GregoryNg
“Companies are driving Lamborghinis in the parking lot at 5 mph.”
Jim Hazen, EY
@GregoryNg
@GregoryNg
@GregoryNg
@GregoryNg
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BLINDLY FOLLOWING STRATEGYWITHOUT
USING DATA
YELLING BUT NOT
ENGAGING
REPORTING ON THE PAST NOT FORECASTING THE FUTURE
FAILING TO PROVE ROI
@GregoryNg
FOCUS ON THE
CUSTOMER
EFFICIENTRELEVANTCONTENT DELIVERY
PROVENDATA-BASEDPREDICTION
INFLUENCER IN THE C-SUITE
@GregoryNg
TEACH CMOs TO BE MORE DATA DRIVEN
OR
TEACH ANALYSTS TO BE CMOs
@GregoryNg
TEACH CMOs TO BE MORE DATA DRIVEN
OR
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TEACH ANALYSTS TO BE CMOs
@GregoryNg
to prepare for the data-driven marketing revolution and be a data-driven CMO
5STEPS
1OVERDELIVER
@GregoryNg
@GregoryNg
THE INFO REQUESTEDMAY NOT TELL THE WHOLE STORY
@GregoryNg
TIE ANALYSIS TO BUSINESS OUTCOMES
RECOMMEND ACTION
2KNOW YOUR CMO
@GregoryNg
KNOW THE CMO’S ADMIN
KNOW WHO YOUR CMO MEETS WITH REGULARLY AND WHY
KNOW WHY EACH PERSON IS IMPORTANT TO THE CMO
X
KNOW YOUR CMO
@GregoryNg
WHAT KEEPS YOUR CMO UP AT NIGHT?
@GregoryNg
WHAT DOES YOUR CMO NEED? ASK.
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TAKE INITIATIVE AND BOOK A MEETING
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HAVE A SPECIFIC PURPOSE
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ASK WHAT THE CMO NEEDS
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PROVIDE UNIQUE VALUE
3PRESENT LIKE A CREATIVE
@GregoryNg
HOW TO MAKE AN IMPACT
REHEARSE
PRESENT STANDING UP DECK SHOULD BE 10% OF YOUR APPENDIX
MAKE EYE CONTACT
@GregoryNg
MAKE NUMBERS RELEVANT AND ACTIONABLE
@GregoryNg
4KNOW WHO YOU NEED TO KNOW
@GregoryNg
KNOW EVERYONE
UNDERSTAND HIERARCHY
EAT WITH NEW PEOPLE ATTEND ORIENTATION IN OTHER DEPARTMENTS
READ DEPARTMENT ANNOUNCEMENTS
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CMO YOU CIO
5KNOW YOUR CUSTOMER
@GregoryNg
@GregoryNg
DO YOU SPEAK THE CUSTOMER’S LANGUAGE?
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LISTEN TO CUSTOMER CALLS
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ATTEND FOCUS GROUPS
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READ USER FORUMS
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VISIT STORES
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ORDER SOMETHING
@GregoryNg
DO THIS. BEFORE YOU DO THIS.
@GregoryNg
DO THIS. BEFORE YOU DO THIS.
@GregoryNg
DO THIS. BEFORE YOU DO THIS.
@GregoryNg
DO YOU HAVE WHAT IT TAKES?
FOCUS ON THE
CUSTOMER
EFFICIENTRELEVANTCONTENT DELIVERY
PROVENDATA-BASEDPREDICTION
INFLUENCER IN THE C-SUITE
@GregoryNg
THANKS.
GREGORY NGCHIEF MARKETING OFFICERBROOKS BELL@GREGORYNG
