Underneath you will find the most important conclusions for those who couldn’t attend.
1-Artificial Intelligence is mandatory for all of us.
You don’t need to become a data scientist, but you should understand it well enough to know what the potential is for your business.
2-Becoming a data driven company has lots of benefits and therefore it is a must for most companies.
3-Passing your infrastructure in the cloud, liberates resources & budget to focus on IT activities/algorithms which create real value and possibly differentiation from competition.
4-Customer journeys have become more complex and customer experience standards rise every year, so you need to adapt your tooling to your business.
Marketing & IT need to work together to understand each other
5-A central data platform which collects, stores, uniforms data from all internal & external sources is a must …
but you have them in all sizes and capabilities. Decide first which capabilities (real time, dynamic content orchestration,..) you need and then go see vendors.
6-Data are defining products.
We get disrupted by new players due to technology that evolves more quickly than ever, and companies should start working differently.
7-For company strategy it is a must to define where the opportunities lie in the long run.
The Future Laboratory has a 5 year view on 6 forces that will determine the environment in which businesses operate. These forces are: Technology impact, climate change, a dislocated world where people feel less at home, global vs local, evolving demographics and an urban mindset.
8-Thanks to data & tools reverse engineering of MKT is a way to improve ROI of MKT and complements the traditional funnel approach
9-Marketeers shouldn’t buy tools but buy capabilities based on use cases with a big impact.
If not, you risk buying tools which overlap with other tools in the company
10-While Fivetran is like the stone of Rosetta linking all data sources to a central platform, Looker is one of the best BI tools on the market.
- There has never been so much data around and customers are willing to share their data in return for added value.
- It has never been easier/cheaper to connect data sources.
- The IT department can liberate resources & budget by putting the infrastructure in the cloud & work with SAAS tooling.
- The IT department should learn about business cases, segmentations, MKT capabilities…
- The MKT department should learn about data, tools, the potential of machine learning…
How can MKT & IT create sustainable revenue for the company via collaboration, data & tools. That is the challenge which bridges the silo between CMO & the CIO.
Do you have additional questions about one of these topics? Or do you want a private session on how the break silo’s between CMO & CIO?