May
7
May
5
May
5

The desire to have an accurate and complete view of an individual customer is not new for marketers. Ever since marketers were first able to access data about a customer, there has been the desire to understand and know more about what makes a customer buy. In a recent CMO Council study titled “Mastering Adaptive Customer Engagements,” only 20 percent of marketers said they had a comprehensive view of customer touchpoints and engagements, and only 7 percent felt they had a single version of customer truth.

So why is it—when marketing admits that the ability to deliver data-led, personalized, customer-centric experiences across channels, in-real-time and at scale is critical to their business—that we are still struggling to obtain this 360-degree view of our customers? Why is a flawed view somehow an acceptable replacement for an accurate and complete understanding of our customer? According to 30 percent of marketers, it is because the data that could create this unified view is trapped in silos across the organization.

 

Data is also at the core of the challenges marketers are facing specific to streamlining and optimizing marketing technology strategies. When senior marketers were asked what challenges most stymied the adoption of new technologies, 54 percent pointed to issues with integrating increasingly fragmented and complex customer data sources.

 

While the industry talks about CMOs needing to transform into everything from customer officers and marketing technology officers to revenue officers and beyond, one functional requirement stands at the center of marketing’s ability to truly accelerate in this customer-focused, digital age: silo busting. As the chief silo buster, marketing leadership finds itself needing to work with cross-functional teams, in partnership with IT, to aggregate and manage customer data to create a single vision of the customer that can not only integrate from across the organization, but also be shared with all parts of the company.

 

This raises a whole new series of requirements and complexities. With a growing marketing technology stack and an increasingly complex data repository, how can marketers start from where they are today? How can data actually accelerate growth, revenue and opportunity? How can marketers actually work to optimize performance by ensuring that complex customer data from new, third-party sources is validated when it enters the organization?

 

The CMO Council, in partnership with Trillium, hosted an interactive, one-hour webcast to discuss the key challenges and concerns marketers are facing when it comes to silo busting. Through conversations with brand experts, we explored how marketing can accelerate their strategies through more effective and efficient engagements, campaigns and operations while also learning more about their customers and building customer loyalty.

 

Speakers:

 

- Liz Miller, SVP Marketing, CMO Council

 

- Scott McAllister, SVP of Consumer Digital Marketing + Revenue, Time Inc.

 

- Denise LaForgia, Product Marketing Manager, Trillium

Apr
30
Apr
29

The 2015 Adobe Strategic Accounts Leadership Events, called Dinner Dialogues, will kick off with guest speaker Mark Bonchek of thinkORBIT, who will share insights on the shifts in thinking required to succeed in a digital age.

Apr
28
Apr
28

The 2015 Adobe Strategic Accounts Leadership Events, called Dinner Dialogues, will kick off with guest speaker Mark Bonchek of thinkORBIT, who will share insights on the shifts in thinking required to succeed in a digital age.

Apr
23
Apr
22

DEMO Traction is a NEW conference focused on connecting the most promising growth startups with prospective customers and investors. Attend DEMO Traction to see 40 fast-growing startups deliver innovative new tech solutions across IT, marketing, sales and operations.

Apr
22

The 2015 Adobe Strategic Accounts Leadership Events, called Dinner Dialogues, will kick off with guest speaker Mark Bonchek of thinkORBIT, who will share insights on the shifts in thinking required to succeed in a digital age.

Apr
21

The 2015 Adobe Strategic Accounts Leadership Events, called Dinner Dialogues, will kick off with guest speaker Mark Bonchek of thinkORBIT, who will share insights on the shifts in thinking required to succeed in a digital age.

Apr
20

LGBT Week is all about connections. How can you identify the best markets within LGBT to maximize ROI?

Apr
16
Apr
16

Thursday, April 16, 2015

10:00AM PT/1:00 ET

 

Someone is following you…watching your every move…waiting for you to make the slightest indication that you might notice them, love them or even be devoted to them. Perhaps they see something there; perhaps they are just imagining it. They are hoping there is an emotion there when no such sentiment exists. But they act anyway. They send you a signal that they are there. They make it known…they want you to want them.

 

This sounds like the latest episode of a crime drama, doesn’t it? Sadly, it also sounds like a strategy conversation about how to use data to better find, follow and predict customer behavior in order to personalize and re-target in today’s digital world.

 

The lure of data-led tactics for web re-targeting and advanced customer experience applications is intoxicating for marketers, particularly when customers demand relevance and reward personalization with increased frequency and volume of purchase. But while this age of data-led marketing has opened up a world of possibility for engagement, personalization and real-time, one-to-one experiences, it has also prompted customers to grab indelible paint to draw the “creepy line”—that point at which knowing the customer turns from creating a relevant experience to exhibiting stalker-like behavior. The magic for marketers is not just understanding their customers, but understanding where that line in experience has been drawn…and knowing that while there are universal truths to engagement, the repercussions of crossing the creepy line can be detrimental to a customer’s desire to engage with a brand.

 

To address where and how marketers must engage and interact in a customer-defined scope of individualization and personalization, the CMO Council, in partnership with Teradata, hosted a one-hour webcast to kick off the discussion around just how close we can and should get to the creepy line. Joining the conversation were brand leaders who have made strides in driving relevant experiences that add value to the customer’s journey, in addition to customer intelligence experts to share key trends, mandates and best practices in moving beyond mass personalization to achieve true individualization.

 

Speakers:

Adam Contos, Senior Vice President of Marketing, RE/MAX

Liz Miller, Senior Vice President of Marketing, CMO Council

Apr
9
Apr
2
Mar
31

Marketing is increasingly a technology-powered discipline, challenging marketing organizations to reinvent their strategies, operations, technologies and talent. Join us for MarTech: The Marketing Tech Conference, March 31-April 1 in San Francisco.

Mar
30

With over 15 years of experience delivering the most cutting edge digital marketing events around the world, ClickZ Live (formerly SES Conference & Expo) provides an unrivaled forum to hear from world renowned speakers as they deliver an action packed, educationally focused agenda on the latest digital marketing tips, tricks and tools that will blow your mind, make you re-think your strategy and provide actionable takeaways to revolutionize your marketing campaigns.

Mar
29

C-Suite Conferences provide an arena for C-Suite executives and the world’s most elite thought leaders to come together.

Mar
26

As more and more companies are expanding their international operations in order to grow, they need to think more carefully about how they offshore, outsource and implement new ideas. What does innovation in local markets look like in today’s globalised world?