November 2016 - Chief Marketing Technologist

A quick tour of measurement for video campaigns

November 21, 2016 / Marketing Data / By Scott Brinker / 1 Comment

The following is a guest post by Steven Wastie, the CMO of Origami Logic. His epic Periodic Table of Marketing Signals guest post was one of our most popular ones this year. Video is an effective mechanism for amplifying a brand message and engaging with consumers in ways that “connect” with them. In a recent analysis we did on Rio Olympic campaigns, the brands with popular videos/commercials drove the most amplification across social platforms. However, …

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The Customer Experience Operating System (CX-OS)

November 17, 2016 / Marketing Software / By Scott Brinker / 2 Comments

The following is a guest post by Gerry Murray, research manager for IDC’s CMO Advisory service and a popular speaker at the MarTech conference. All images in this post are courtesy of IDC. In the early days of the martech industry, every application had to be a standalone solution. In addition to the execution environment (email, web, social), they had to have all the underlying services for data, workflows, analytics, reporting, etc. Thus each was …

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The Customer Experience Operating System (CS-OX)

Gartner shares latest data on enterprise marketing tech spend

November 15, 2016 / Marketing Management / By Scott Brinker / Leave a Comment

Looking for the latest data on enterprise marketing technology spend? Look no further. Gartner recently released their CMO Spend Survey 2016-2017. It’s already been in the news because their report showed that marketing budgets climbed for another consecutive year, now up to 12% of total company revenue. It’s also received due fanfare because it shows that Gartner’s once flabbergasting prediction from back in 2012 — that by 2017 CMOs would spend more on technology than …

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Marketing Technology Spend in 2016 by Gartner

6 marketing clouds walk into Dr. Watson’s psychology lab at MarTech

November 13, 2016 / Marketing Software / By Scott Brinker / 6 Comments

One of the more amusing moments at MarTech Europe in London was when Jeremy Waite — currently a strategic marketing evangelist at IBM, but previously with Salesforce Marketing Cloud and, before that, Adobe Marketing Cloud — presented the results of an experiment he conducted with IBM Watson. To answer the question, “Why Are All Marketing Clouds the Same?”, he loaded the websites, social media accounts, and other online marketing content from 6 marketing cloud vendors …

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Salesforce Marketing Cloud Analyzed by IBM Watson

Marketing technologist study reveals digital business transformation

November 9, 2016 / Marketing Management / By Scott Brinker / Leave a Comment

Back at the MarTech conference in San Francisco this past March, we conducted a study of marketing technologists with SapientNitro. After analyzing the data, Sheldon Monteiro, the global CTO of SapientNitro, and his team finally released their report from that research this week. It’s a terrific report — well worth the wait! You can download a copy here. It reveals a number of insights into the evolution of our marketing technologist profession. More marketing technologists …

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Martec’s Law: the greatest management challenge of the 21st century

November 6, 2016 / Marketing Management / By Scott Brinker / 8 Comments

Three years ago, I described a conundrum that I dubbed Martec’s Law: Technology changes exponentially, but organizations change logarithmically. As shown in the graph above, we know that technology changes at an exponential rate. This is the phenomenon of Moore’s Law — and, more broadly, Kurzweil’s Law of Accelerating Returns. But we also know that human organizations don’t change that quickly. Changes in behavior and culture take time. There are only so many changes in …

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The State of Marketing Technology 2017 (hint: best-of-breed is big)

November 3, 2016 / Marketing Management / By Scott Brinker / 1 Comment

I’ve just returned from MarTech Europe in London, which was an incredible experience. I am immensely grateful for all of the amazing speakers who shared their insights and experiences with us — from ABB to Unilever — and I’ll have more to report from that event soon. But first: the opening day of MarTech Europe coincided with the release of the latest State of Marketing Technology 2017 report from Walker Sands, which I was delighted to …

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