©2013 | BrightEdge Technologies

The Digital CMO: Enabling the Enterprise Building a Roadmap for Change Management

Jeremy Sanchez | CEO, Global Strategies Jeremy.sanchez@globalstrategies.com

The CMO Agenda

IBM CMO Study: 2012

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

Articulating the Value of Search to CMO

$0  

$4  

$8  

$12  

$16  

$20  

0  

10,000  

20,000  

30,000  

40,000  

Cost  per  Con

version      |        M

arke0n

g  Spen

d    

Conversion

s  

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

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

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

Actioning Strategic Insights

Brand Qua

lity

Ana

lysi

s

Com

paris

on

Rat

ings

and

Rev

iew

s

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

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

©2013 | BrightEdge Technologies

Thank you!