Not so very long ago, marketing saw information technology as a back office operation inhabited by geeky types who would never be able to understand the mind of the marketer, while IT regarded marketing as obsessed with creativity but cavalier about budgets. Each thought of the other as clever, committed and necessary but otherwise somewhat unfathomable.
That all started to change when the advent of big data and social media gave customers the ability to be digitally engaged and decide how they would buy, rather than wait to be sold to. And with technology increasingly useful and available, today’s customers are empowered as never before.
This emphasises the need for the CMO and CIO (Chief Information Officer) to work closely together and recognise the imperative of jointly developing business strategies that are much more business-centric.
This is going to be a big cultural step for many organisations. A study by the CMO Council and SAS found that fewer than 20% of the CIOs and CMOs surveyed said they had total partnership with the other officer.
Without the ability to manage, understand and gain insights from the masses of customer, market, competitive and other valuable information now available to them – the big data – CMOs will be left floundering. With CIOs providing that ability, however, their marketing campaigns will be much more targeted, consumer friendly and cost effective – and very importantly, more timely and faster to launch.
Big data isn’t a scale thing – big data is ubiquitous and relative for every organisation, big or small. Big data adds a whole new complexity to the science of marketing and this is why it is so important for the CMO and CIO to work closely together now. And they must do so early in the planning process to give the CIO time to consider what IT infrastructure will be necessary to support customer engagement strategies. Technology support must be thought about at the outset and formulation of the marketing strategy, not right before implementation.
Big data is a great asset for marketers but that’s only true when CIOs address it for them with the power of big analytics. The CMO’s masses of data represent a goldmine of opportunity and the CIO knows how to explore it for insights. The two must understand each other‘s objectives and limitations and work closely together to realise a common goal.
While the CMO is charged with understanding the organisation’s customers and connecting with them to ensure enduring valuable relationships – and while the CIO can contribute enormously to those objectives with the power of technology – let’s not forget to involve the CEO.
The CMO Council / SAS study found that the most effective CMO–CIO partnerships are those in which the CEO is perceived as being most responsible for the customer. Having the CEO involved in discussion around big data helps CMOs and CIOs realise that their primary responsibility is to drive the customer experience, not advance their own agendas.
CMOs need to take a more analytical approach to marketing in order to maximise customer value and gain best return from their investments in marketing programs, while CIOs need to adopt front office thinking and deliver value – to demonstrate real bottom line contribution and no longer be seen as just a business cost. By collaborating on building a common platform on which business decisions are centered around the customer across the marketing and IT functions – the CMO and CIO can work together to build a data-driven competitive edge.
David Bowie is CEO of SAS Australia and New Zealand.
Please login with linkedin to comment
The internationally-awarded creative agency Disciple has been acquired by Enigma, one of Australia’s largest independent agencies. Starting with Enigma today, Disciple founders and long-time creative partners Peter Buckley (right in photo) and Tim Brown (left) are responsible for some of Australia’s favourite advertising campaigns including Tooheys, Hilux, Subaru, Sunrice, Toyota and Olympus. Enigma founder Lisa […]
Integral Ad Science (IAS) has announced it is the first verification company to integrate with Google Ads Data Hub (ADH), Google’s privacy-focused data platform for advertisers. The IAS integration provides advertisers viewability, ad fraud, and brand safety measurement for YouTube via ADH. While IAS does not collect or use any private audience data for delivering […]
Last night’s Australian Ninja Warrior finale crept back over the million-mark, pulling 1.098 million viewers for broadcaster Nine. Not that we’ve seen the end of the ovelry athletic programme: a two-part special event, Australian Ninja Warrior: State of Origin, begins next Sunday. Ninja was the best of last night’s entertainment shows according to OzTAM metro […]
Google creative director Tara McKenty founded Rare in 2017 as a way to empower underrepresented groups across the tech, media and creative industries with the tools to drive more inclusive cultures. The two-day leadership masterclasses deal with issues such as unconscious bias, marginalisation and prejudice in the workplace in a way that ensures to promotes […]
Ad Standards confirmed today that it has appointed Mr Richard Bean as an interim Independent Director for Complaints Handling, to supervise the work of Ad Standards’ community panel and industry jury, after its former CEO left in June. “Richard has held senior management roles in both the private and public sectors. As a former Deputy […]
Bravery and courage come in a lot of forms, but Mindshare CEO Katie Rigg-Smith says one of the bravest things women (and men) can do is continue to hold truth to power, no matter how difficult that might be. During this year’s B&T Women in Media Awards, presented by Bauer Media, we’ll be recognising exceptional people who […]
Radio is alive with possibilities for advertisers in the next phase of the commercial radio industry’s Radio Alive campaign, which promotes radio’s key strengths in delivering real results for Australian businesses at a time when they need it most. Showcasing radio’s strong reach, exceptional speed to market, ability to target new and existing consumers and […]
Ad Standards has appointed Richard Bean (main photo) as an interim independent director for complaints handling, to supervise the work of Ad Standards’ community panel and industry jury, after its former CEO left in June. Ad Standards Chair, Mr David Scribner said: “Richard has held senior management roles in both the private and public sectors. […]
The drunk antics of customers in a fast-food restaurant at 11pm would probably give most burger chain marketers more heart palpitations than one of the greasy triple cheese burgers. But not so Burger King Brazil, who has cobbled together iPhone footage of customers behaving very badly and turned it into a wonderful new spot spruiking […]
Half of Aussie marketers are waiting for better times before committing budget and shift to online set to accelerate, a new study by the AANA has found. Some 68 per cent SMBs and 87 per cent of large businesses still have marketing related spending budgeted for the next six months according to new research commissioned by […]
Nine’s annual Upfront presentation is going virtual for the first time, with the 2021 event showcasing Nine’s television, radio, digital and publishing slate for the year ahead. Nine will use its virtual 2021 Upfront showcase to illustrate the way it works with partners in the short, medium and long term as society and business finds […]
A police recruitment ad has been pulled – and subsequently lampooned – for looking too much like an action movie and nothing at all like the day-to-day duties of the average police officer. The recruitment video for Guernsey Police has been taken down after being mocked on social media for the way it portrayed a […]
Locked down Victorians who don’t currently have an Optus Sport subscription will have complimentary access to Optus Sport from this weekend to enjoy the UEFA Champions League tournament plus access to premium health and fitness content through the Optus Sport app. UEFA Champions League – the world’s premier continental football tournament – kicks off at […]
Torrens University Australia has launched ‘Career Crush’ via VCCP Sydney and Lash, to help match students with a career they’ll love. Career Crush is an online quiz that determines prospective students’ personal strengths, passions and aspirations to match them with the careers and courses they’re most compatible with. One of the toughest decisions young people […]
Pedestrian Group has partnered with Nine subsidiary Mi9 New Zealand to offer NZ brands the opportunity to partner with the likes of Business Insider Australia, Pedestrian.tv and Gizmodo Australia. Next month, Mi9 New Zealand will be representing Pedestrian Group in the NZ market, offering clients the opportunity to work with leading youth publications including Lifehacker […]