How to lead when you’re not in charge

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There are eight ways to drive results without any official authority, say these two executive coaches. As the new CMO of a fast-growth direct-to-consumer apparel brand, Jen faced a conundrum. The Goldman Sachs-trained former investment banker was trying to bring data science and analytic rigor to a company that had captured the imaginations of millions of Americans through great design and hard work. Jen knew the next stage of growth would require a more analytical and data-based approach, but she faced resistance among the “instinct first” founders. Read Full Story

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CMOs Report A Skills Gap in Data and Analytics

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One of the biggest challenges businesses face is finding employees with the right skill set to navigate the seemingly never-ending advances in technology. A new survey [download page, membership required] of global CMOs by The CMO Club finds that the skills gap continues to exist, with data science and analytics being the skills most in… Read More » The post CMOs Report A Skills Gap in Data and Analytics appeared first on Marketing Charts .

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Exponea clarifies the differences between CDPs, DMPs and CRMs

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30-second summary: Exponea created a Knowledgecard, CDP vs DMP vs CRM, which serves as a handy cheat sheet to help clarify the definition and purpose of each martech solution. Customer Data Platforms (CDPs) collect first-party data from online and offline sources in real-time, creating a unified view of each customer that enables ultra-personalized targeting for marketing campaigns. Data Management Platforms (DMPs) segment anonymous third-party data from other websites that can be used to create audience segments for marketing campaigns. Customer Relationship Platforms (CRMs) are utilized by customer-facing teams, including sales, customer support, and client/customer advocates to facilitate managing a company’s relationships with existing or potential customers. CDPs, CMS, SaaS… the world of marketing technology (martech) is punctuated by acronyms representing a host of technologies that can be confusing to parse through, particularly when companies are evaluating what they need to add to their tech stack. Chiefmartec’s infamous graphic, the Martech …

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A guide to the changing role of the modern CMOs

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30-second summary: Domo partnered with global research company Censuswide to conduct a survey of nearly 700 senior marketers across seven international markets to assess the challenges and responsibilities facing modern CMOs. One major finding is that perpetual change in technology, data sources, and media channels is significantly impacting how CMOs do their job. The issue of who owns data—and how to manage it—is clearly a pain point for CMOs. Without any clear idea of who owns the data, managing it becomes a critical challenge, as does gleaning actionable insights from data that can hinder growth. 23% of senior marketers respondents indicated that the C-Suite’s focus on short-term over long-term results was a top communication barrier. Domo’s survey revealed that the data that matters most to marketing leaders is focused more on customer experience versus ROI. 23% of large enterprise organizations are planning to allocate over 40% of their marketing budget …

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Five tools that can help you break free from data paralysis

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30-second summary: Data paralysis is a natural consequence of the marketing technology businesses use daily, but there are tools that can help manage the proliferation of data so that it can be used efficiently and effectively. In this post, we review five tools, each of which help mitigate the data paralysis connected to a specific area of data usage including CRM, lead management, business insights, customer experience, and website traffic/campaign analysis. The tools listed here are examples of the technology that exists to help manage and leverage data. There are many more tools available, so be sure to research solutions that fit within your budget and business type. Data paralysis is a real problem. The proliferation of martech tools and marketing touchpoints has created a wealth of data which, while a boon for businesses, can also present challenges when it comes to data management, analysis, security, and consistency. A 2018 …

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How conversational analytics helped StarKist grow their tuna pouch category by 75 percent

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30-second summary: StarKist, a 100-year-old company, was facing uncertainty in the market. It began launching new products in 2000 when it introduced the pouch category, but growth stagnated for another 15 years Traditional forms of market research like consumer surveys and focus groups didn’t get to the heart of what drove consumers to purchase StarKist’s products StarKist implemented social listening platform Netbase Quid to leverage social listening and better understand what consumers wanted By combining social listening intelligence with traditional sources, StarKist made product enhancements like reducing pouch size and unit price, introducing bolder flavors, and highlighting features consumers were interested in such as calorie count and protein content The changes resonated with consumers, growing StarKist’s pouch category by 75 percent and nearly doubling household penetration. Pouches now comprise over 40 percent of StarKist’s sales. Headquartered in Pittsburgh Pennsylvania, StarKist, is a leading brand of tuna in the US. The …

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