Qantas Marketer Tully: CMOs Need To Adapt To Data Driven Marketing

Qantas Marketer Tully: CMOs Need To Adapt To Data Driven Marketing
SHARE
THIS



The role of the CMO is changing. No longer accountable for just ‘traditional’ marketing, the rise of big data, online and social have forced CMO’s to adapt.

According to Stephanie Tully, Qantas Loyalty, this shift has allowed CMO’s to directly contribute more to the overall bottom line of their business.

“CMO’s are becoming far more accountable. In terms of contribution to business strategy, CMO’s are becoming a lot more accountable in terms of how they can actually impact revenue directly and influence business strategy,” she said.

This accountability has been largely driven by data driven marketing, a process which has made the ROI of marketing activity easier to track.

Qantas' Tully is presenting at MAD Week's Customer Conference

Qantas’ Tully is presenting at MAD Week’s Customer Conference

“Rather than just managing marketing channels and not being clear on the success of how to use the marketing budget, CMO’s are becoming a lot more accountable in terms of how to use their budget correctly through the move towards data driven marketing,” she said.

However, according to Stephanie, the move towards accountable based marketing will mean a change in the skill set needed by the CMO of the future.

“You can’t have people in CMO roles that are just really great at above the line marketing or advertising – they have to have much more breadth and skill. The CMO of the future will have to be much more in tune with the business strategy than perhaps traditionally the role has been,” she said.

At the heart of every business strategy is the customer and as marketing moves towards building relationships with customers, the role of the CMO is set to become more prominent in the future.

“It’s great to see a lot more CMO’s sitting on the leadership table of businesses directly and having that direct relationship with the CEO as we do here at Qantas Loyalty,” said Stephanie Tully.

Stephanie Tully is a keynote speaker at the Customer Conference, taking place at MAD Week 2014.

Join Stephanie and other leading industry experts at the Customer Conference to learn more about the skills and strategies needed to engage with digital customer. Register here

MADweek_BG_EDM_Head_V3

 

Main Picture: Flickr Creative Commons by Alisa Perne

Please login with linkedin to comment

Latest News

Fraud & Faulty Programmatic Will Force Brands To Take Media In-House
  • Media

Fraud & Faulty Programmatic Will Force Brands To Take Media In-House

A growing number of marketers are taking back control of their digital marketing campaigns as more cases of fraudulent and waste in programmatic spending emerge across the world. Mr Jay Shah, CEO of artificial intelligence group, OpenDNA, marketers were taking back control of critically important processes like customer targeting, as many digital and programmatic advertising, […]

Cricket Australia Unveils Ashes Fan Campaign #BeatEngland
  • Campaigns

Cricket Australia Unveils Ashes Fan Campaign #BeatEngland

With an Ashes summer rapidly approaching, Cricket Australia has put out a rallying cry to fans around the country to get behind our Australian women’s and men’s cricket teams under the banner #BeatEngland. The #BeatEngland campaign is built upon a simple truth – nothing brings Australia together like the prospect of seeing our cricketers beat […]

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.

Facebook Updates Its VR Offering
  • Technology

Facebook Updates Its VR Offering

Do you loathe Facebook for nicking all the ad cash? Well, why not scream "A pox upon you Zuckerberg" while reading this.

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy
  • Marketing

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy

Luxury hotel InterContinental Perth City Centre is officially set to open this Sunday, and has already taken strides towards developing a comprehensive online search strategy with digital agency Bonfire. The investment reinforces the desire of the hotel to promote its luxury business facilities, which include corporate and bespoke event spaces designed for local, national and […]

Datalabs Announces New Hire And Promotion
  • Marketing

Datalabs Announces New Hire And Promotion

Aussie data visualisation and content marketing analytics agency Datalabs has announced the appointment of Marc de Chellis to run its business development, as well as the promotion of Cass Lilley to accounts and project manager. De Chellis (pictured above, second from the left) joins Datalabs from Launchpad App Development, where he held the role of […]