Chief Big Data Officer: The CMO’s Role as Big Data Manager

Chief Big Data Officer: The CMO’s Role as Big Data Manager

Big data has emerged as a major game changer in the marketing space, helping companies gain unprecedented insight into customer behavior. However, for some CMOs big data has become a big headache. With data exploding into volumes of terabytes and petabytes, the typical role of a CMO has rapidly turned into the role of a big data manager.

This influx of critical information has undoubtedly changed the way that leading marketers work. While in the past, CMOs had little data to work with, they now have access to mounds of information. Today, CMOs can determine everything from how much a customer spent to what the money was spent on to why the consumer made the decision to purchase. Moreover, with additional customer intelligence at their disposal, CMOs can make better, more profitable business decisions. However, big data means nothing to marketers unless they can effectively manage it and put it to good use in real time.

The Changing Role of CMOs

Big data sits at the crossroads between the CMO and CIO’s job responsibilities. While CMOs need access to data in order to create effective marketing strategies, CIOs are responsible for the infrastructure that collects such data. Slowly but surely, however, the two C-level positions are becoming even more intertwined.

While CMOs aren’t necessarily responsible for collecting, storing, and processing vast amounts of data, it is their job to oversee data and determine ways in which it can be used to improve their overall marketing strategy. Marketers must be able to recognize patterns, gain real-time insights based on what they’ve experienced and learned, and ultimately craft an effective marketing strategy. Because of this, the responsibilities of CMOs are becoming more IT-centric.

Therefore, for these marketers, the key to becoming a big data manager is to better understand the technology and collaborate with CIOs to effectively organize data. CMOs can start by familiarizing themselves with new terms, learning predictive analytics technologies, and diving into big data best practices. Next, chief marketers should determine which information to collect, find a scalable solution capable of collecting data, and track their ROI per channel.

Big data is showing no signs of slowing down. As marketers begin to realize how crucial it is to the perpetuity and success of their organizations, they must accept and step into their new role as a big data managers.

Big data has emerged as a major game changer in the marketing space, helping companies gain unprecedented insight into customer behavior. However, for some CMOs big data has become a big headache. With data exploding into volumes of terabytes and petabytes, the typical role of a CMO has rapidly turned into the role of a big data manager.

This influx of critical information has undoubtedly changed the way that leading marketers work. While in the past, CMOs had little data to work with, they now have access to mounds of information. Today, CMOs can determine everything from how much a customer spent to what the money was spent on to why the consumer made the decision to purchase. Moreover, with additional customer intelligence at their disposal, CMOs can make better, more profitable business decisions. However, big data means nothing to marketers unless they can effectively manage it and put it to good use in real time.

The Changing Role of CMOs

Big data sits at the crossroads between the CMO and CIO’s job responsibilities. While CMOs need access to data in order to create effective marketing strategies, CIOs are responsible for the infrastructure that collects such data. Slowly but surely, however, the two C-level positions are becoming even more intertwined.

While CMOs aren’t necessarily responsible for collecting, storing, and processing vast amounts of data, it is their job to oversee data and determine ways in which it can be used to improve their overall marketing strategy. Marketers must be able to recognize patterns, gain real-time insights based on what they’ve experienced and learned, and ultimately craft an effective marketing strategy. Because of this, the responsibilities of CMOs are becoming more IT-centric.

Therefore, for these marketers, the key to becoming a big data manager is to better understand the technology and collaborate with CIOs to effectively organize data. CMOs can start by familiarizing themselves with new terms, learning predictive analytics technologies, and diving into big data best practices. Next, chief marketers should determine which information to collect, find a scalable solution capable of collecting data, and track their ROI per channel.

Big data is showing no signs of slowing down. As marketers begin to realize how crucial it is to the perpetuity and success of their organizations, they must accept and step into their new role as a big data managers.

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