Laura McLellan, a research VP at Gartner, caused quite a stir at the beginning of this year when she boldly predicted that by 2017, CMOs will spend more on IT than CIOs. Exclaims of, “Really?!?!,” echoed among marketing and IT professionals alike for months thereafter. But the evidence was compelling, and those of us working […]
Gartner: 72% have a “chief marketing technologist” today Read More »
Is marketing technology consolidating or diversifying? Every few weeks it seems like we see a new round of marketing technology acquisitions, especially from Oracle, Adobe, IBM, Salesforce.com, Google. For example, Google’s recent acquisition of Wildfire. There are certainly plenty of anecdotes to support the narrative that marketing technology is consolidating. At the same time, however,
Is marketing technology consolidating or diversifying? Read More »
UPDATE: The 2020 Marketing Technology Landscape is now available. Marketing is in a whirlwind of technological innovation. It’s thrilling, inspiring, and a little dizzying. Last year, I made the first version of a marketing technology landscape infographic to try to glimpse the “big picture” of this broad field. I’m pleased to now share with you
Marketing Technology Landscape Supergraphic (2012) Read More »
Marketo is one of the leading providers of marketing automation software. “No IT” was one of their early selling points, and I remember thinking at the time that represented a major inflection point in marketing’s relationship with technology. So I was excited to have the opportunity to interview Jon Miller, their VP of Marketing Content
CMO should focus on process, content, and skills (interview) Read More »
Nobody likes to see their idea lose. Everybody wants straight A’s. Look good for the boss. It’s the Lake Wobegon effect: all the children are above average. (If you don’t appreciate that joke, take this pop quiz.) So at some level it’s not surprising that survey data of Fortune 1,000 marketers from the CEB Marketing
“We want to test bold, new ideas that always work.” Read More »
Last week, I gently ribbed the Marketing Leadership Council of the CEB over their HBR post, Marketers Flunk the Big Data Test. I felt the statistics they were sharing about
Should marketers be able to answer these 5 stats questions? Read More »
Well, not hot like the Real Housewives of Madison Avenue. But in their article — The hot new CxO: Chief Marketing Technology Officer? — they acknowledge “a new role that’s a cross between the traditional chief marketing officer and chief technology officer.” And it’s become a hot topic. “CMTOs are using significant technology and analytical
VentureBeat says Chief Marketing Technology Officers are hot Read More »
The Corporate Executive Board had an eye-catching post on the HBR blog recently, Marketers Flunk the Big Data Test. They begin: The big-data explosion is driving a shift away from gut-based decision making. Marketing in particular is feeling the pressure to embrace new data-driven customer intelligence capabilities. No wonder a strong appetite for data is
Marketers are less statistical than, um, statisticians Read More »
“The problem is very rarely data, or that we don’t have access to data.” So said Avinash Kaushik, web analytics and marketing data guru, in his keynote at this week’s SES conference in San Francisco. In Avinash’s view, business optimization in the digital world requires mastering three things: Influence — reaching the right people at
“The problem is very rarely data…” Read More »
Javascript is something that all web programmers should know. But advertisers? The people who manage paid search campaigns on Google? What possible use could they have for learning Javascript? Google has one in mind. At SES San Francisco this week, I sat in on a Google session where they were demonstrating new features in their
Advertising on Google? Helps to know Javascript Read More »
