Sisca Margaretta, CMO, Experian APAC: On increasing customer expectation – for insight and privacy

“I’ve always believed that anything fuelled by data, whether you’re trying to win an argument over dinner or building a business case to invest in marketing, means you have a lot more grounds to stand on.”

Sisca Margaretta, chief marketing officer of Experian Asia Pacific (APAC), speaks from experience on this. While it was already a maxim of hers before joining the company, the numbers Experian crunch...

By James Bourne, 19 February 2020, 0 comments. Categories: Advertising, CMO, Customer Experience, Data-driven marketing, Web Analytics.

The CMO’s blurred lines: Power without influence means innovation is needed to secure value

The CMO’s role continues to adapt and evolve. While crafting a compelling story out of a brand’s narrative remains the goal, the method has changed, from creative to numbers-focused. This changing focus has long been the fulcrum on which the value the CMO brings to the leadership team, as well as the wider value of marketing to the business as a whole.

A new report from The CMO Club, alongside Deloitte, has...

By James Bourne, 04 February 2020, 0 comments. Categories: CMO, Commerce, Customer Experience, Data-driven marketing.

How to deliver the experiences the CMO craves – through the systems the CIO needs

The collaborative relationship between a CMO and a CIO is crucial and has increasingly become a hot topic. Forrester recently stated that a CMO’s collaboration with a CIO is one of the four essential steps for a CMO planning their marketing evolution, while according to IDG’s State of the CIO research, 55% of CIOs are spending

By Laurence Parkes, 08 January 2020, 0 comments. Categories: Advertising Technology, Attribution, CMO, Data-driven marketing.

MarketingTech 2019 year in review: Influencer regulations, CMO battles, and social change

2019 in digital marketing, through the reporting eye of MarketingTech, has seen something of a two-pronged approach. While the exploration of emerging technologies and their use cases, from voice search to AI to blockchain, continues, it has been tempered with a more measured and nuanced focus.

While this publication found plenty of column inches to tell the stories those making the most of their technological bets this year, from

How high quality data can either be the Holy Grail or Achilles heel for marketers

Marketers today are navigating in an era of ongoing technological disruption. Digital transformation and the influx of smart technologies have evolved customer expectations and led to an unprecedented demand for instant gratification and high-quality, personalised experiences across all channels.

At the same time, there is a growing need for transparency, accountability and ethics in marketing, especially as additional states continue to introduce new data privacy laws. These rising standards bring a new...

By Kristin Hambelton, 12 December 2019, 0 comments. Categories: CMO, Commerce, Customer Experience, Data-driven marketing.

Gartner finds UK marketing budgets are on the slide – but optimism for the future

Analyst firm Gartner has put together something of a gloomy series of missives around the digital marketing sector in recent months – and its pessimistic look on UK marketing budgets released today is no different.

The company’s 2019-2020 CMO Spend Survey has revealed UK marketing budget allocations are overall ‘significantly’ behind their US counterparts. Yet while spend is cooling off in certain areas,...

By James Bourne, 25 November 2019, 0 comments. Categories: Advertising Technology, Campaigns, CMO.

Gartner’s latest report reveals the top three barriers to marketing innovation

There are three major hurdles in marketing innovation: risk-aversion, limited talent, and an inability to measure impact, according to Gartner's latest ‘Brand Strategy and Innovation Survey 2019’ report.

According to the report, the field of marketing still lags behind in terms of innovation despite commanding 16% of marketing budgets and maturing as a core discipline. It points out measurement as the major issue to new innovation.

Gartner for Marketers Practice senior research...

By Marketing Tech, 13 November 2019, 0 comments. Categories: Branding, CMO, Customer Experience, Data-driven marketing.

Is data-driven marketing in rude health? Why CMO opinion may not tell the full story

The annual Gartner CMO Spend Survey isn’t just about marketing spending. While this survey digs into the budget and financial priorities of chief marketing officers (CMOs) across a range of industries and geographies, it does much more than that. The survey seeks to understand the capabilities that CMOs define as vital to the delivery of their strategies and how they define and measure success.  

In the

By Ewan McIntyre, 11 November 2019, 0 comments. Categories: CMO, Data-driven marketing.

The importance of becoming a ‘unifier’ CMO – and building relationships in the C-suite

There has arguably never been a better time to be a CMO. After years of defining marketing primarily as the “brand” or “advertising” arm of the business, many CEOs now regard it as an investment and rely on it to drive growth. To deliver on that growth expectation, CMOs need to form bonds with other members of the C-suite. Cross-functional collaboration is essential. 

By Biljana Cvetanovski, 31 October 2019, 0 comments. Categories: CMO, Customer Experience, Data-driven marketing.