Chiefexecutivecustomer
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Marketers can now use data to shape how brands interact with customers and what products and services are offered. By understanding customers as individuals and using predictive analytics, marketers can get ahead of customer demands and design social businesses. Only 48% of CMOs surveyed felt prepared for today's complexity, but a new kind of CMO is adapting by bringing more rigor to marketing investments and proving marketing can be more personal and a service than a sales pitch.
Chiefexecutivecustomer
- 1. WELCOME TO Marketers can now use data to shape everything from how THE ERA OF THE brands interact with customers to the products and services they o鍖er to the structure and culture of the company itself. By radically rethinking their On a smarter planet, weve seen THE DATA OF DESIRE. THE BRANDING OF profession, marketers today are how predictive analytics can CMOs used to try to shape CULTURE. able to understand customers help transform everything from customers desires; now theyre But the transparency that as individuals, use predictive how we 鍖ght crime to how we actually learning how to predict companies have into consumer improve things like healthcare, them. Sophisticated analytics patterns is, conversely, met by food safety and utility grids. help them take a holistic view increased consumer transparency For companies, this has raised of the customer experience into companies actual behavior interesting questions about and create new methods of and performance. Social media By 2017, CMOs will spend more how to take advantage of the on IT than CIOs. unprecedented streams of information generated by todays tools to get ahead of demand customers. These questions and design truly social are increasingly falling on the businesses. These CMOs are shoulders of the chief marketing bringing more rigor to the o鍖cer. Our study of 1,700 ROI of their marketing CMOs worldwide con鍖rmed investments and are ultimately that marketers believe their proving that marketing can profession is being transformed be less obtrusive and more by big data, the proliferation personal, less of a pitch and of new mobile devices and the more of a service to people emergence of social media. than ever before. And only 48 percent of those IBM is convening leading we spoke with said they felt CMOs and CIOs in an prepared for todays complexity. ongoing discussion on their However, a new kind of CMO ideas about how marketing is adapting to these changes and and technology can come is reinventing the notion of what together to make both stronger. marketing can do. To join the discussion, visit ibm.com/smartermarketing or #CMO #CIO on Twitter. FROM MILLIONS TO ONE. Today, the vast amount of data that customers are generating lets marketers understand them not just as segments or targets, but as actual individuals. CHIEF EXECUTIVE CUSTOMER. engagement, using data to only serves to amplify those LETS BUILD A create not just a snapshot of a moments in which company First Tennessee Bank achieved an ROI SMARTER PL ANET. of more than 600% using predictive customer, but a lifetime view promises fall short (or exceed analytics to more intelligently target o鍖ers to customers. that can improve with every expectations). The CMO interaction. Predictive analytics now plays an essential role in And those individuals expect brings science to the art of aligning the companys values more from the brands they do customer engagement, helping and beliefs with its brand business withnot just service, create a seamless experience promise. They are spending but hyperpersonalized service. that can give customers what more and more time on who Forward-thinking marketers are they want, when they want it. we are and not just what we connecting the universe of sell, giving their 鍖rms a new transactional, social, service and degree of social intelligence search data to build new levels and self-awarenessessential of customer visibility and for any long-term relationship understandingand are then with customers. making more precise decisions about whom to reach. A leading apparel company is using analytics to drive sales by optimizing product placements on their website, based on social media and product availability. 2012 Gartner Report: By 2017, the CMO will spend more on IT than the CIO. IBM, the IBM logo, ibm.com, Smarter Planet and the planet icon are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. A current list of IBM trademarks is available on the Web at www.ibm.com/legal/copytrade.shtml. 息 International Business Machines Corporation 2012.