B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Pinterest
  • WPP
  • AFL
  • Anthony Albanese
  • Cannes Lions
  • Thinkerbell
  • NRL
  • Federal Election
  • State of Origin
  • B&T Women in Media
  • AI
  • Spotlight on Sponsors
  • ARN
  • Channel 10
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Qantas Marketer Tully: CMOs Need To Adapt To Data Driven Marketing
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > Qantas Marketer Tully: CMOs Need To Adapt To Data Driven Marketing
Marketing

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

Staff Writers
Published on: 13th June 2014 at 4:53 PM
Staff Writers
Share
3 Min Read
SHARE

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

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Amplifi, Weiden + Kennedy
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

ActewAGL Appoints AFFINITY As Its Full-Service Agency
24/06/2025
David Hovenden On B&T’s Women In Media In The Australian
24/06/2025
“That Night Nearly Destroyed Me, But It Also Lit A Fire Inside”: What UnLTD’s Adland Bail Out Taught Me About Justice, Hope & Shame
24/06/2025
Vale Dominic Proctor, A Giant Of Adland Who Set Up Mindshare & Transformed The Industry 
24/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?