Where I am Speaking This Fall! Come Say Hello!

It’s a busy fall and I hope to see you all out there, whether in person or on a webinar. Here’s some of the places I will be:

1. Webinar: ROI of Social Customer Care Sept 6th @clarabridge http://bit.ly/2bvWzgJ #custserv #CX

(Here’s the report: http://www.drnatalienews.com/blog/roi-of-social-customer-service-how-to-calculate-it-and-create-a-strong-business-case )


2. Think ROI of Social #custserv can’t be calculated? Think again! Webinar Sept 13th @clarabridge http://bit.ly/2bSN0vj

(Here’s the report: http://www.drnatalienews.com/blog/roi-of-social-customer-service-how-to-calculate-it-and-create-a-strong-business-case )


3. Digital Transformation: the Digital Blindspot – don’t let it happen to your co #ITRATL Sept 14th @constellationr (Here’s the report: https://www.constellationr.com/research/digital-disruption-blind-spot-could-sink-your-iot-initiatives )


4. Modern survival guide: Speaking on #custserv for Millennials #OOW16 Tues 11AM Sept 20th @constellationr


5. Webinar: How #DPM is the new #CX Sept 28th @dynatrace http://bit.ly/2bDQq2X @constellationr

(If you’re not actively managing digital #CX you’re not doing it right. check out the report on how to make #CX the best in the biz http://buff.ly/2b2yjpW )


6. Digital Performance Management #DPM #DXS16 November 14 – make your #customerexperience #CX really powerful http://bit.ly/2bCLNrE

(If you’re not actively managing digital #CX you’re not doing it right. check out the report on how to make #CX the best in the biz http://buff.ly/2b2yjpW )


Dr. Natalie Petouhoff, VP and Principal Analyst

Covering Customer Experience and Customer Service, Digital Performance Management and Digital Transformation




Dr. Natalie’s Research Agenda and Published Research

If you are wondering what I have been up to lately, I thought I would put all the research I have published  into one place. Here’s a list of Dr. Natalie’s completed and published research and soon to be published content! It ranges from IOT, Analytics, Big Data, Customer Experience, Leadership, Organizational Change Management, Storytelling, Collaboration, Digital Transformation, Social Selling, Social Media, the Cloud, Marketing, Sales, SaaS, IaaS, PaaS, DaaS, AI, Machine Learning, Innovation, Social Networks, Social Media Monitoring, Mobile, Customer Service and Customer Success Management….and a few things in-between…

IOT (The Internet of Things), Innovation, AI, Machine Learning, Analytics and the Cloud

• The Algorithm of You: How IoT Transforms and Differentiates Customer Experience: Using the Internet of Things to Boost Revenue and Deliver a Brand’s Personalized Promise

• Digital Disruption: The Blind Spot That Could Sink Your IoT and CX Initiatives

• The Internet of Things Improves Customer Experience in Retail Supply Chain

• The As-a-Service Economy: CX and IOT Mean You Have to Deliver Great Experiences- Upcoming

• Customer Experience IOT in the Automotive Industry-Upcoming


Digital Transformation: Customer Engagement, CRM, Innovation, Customer Experience, Customer Service, The Cloud and Analytics

• ROI Of Customer Service & Customer Experience

• How to Measure Customer Experience: Performance Management Maturity-Upcoming

• Case Study: Elaine Turner® Brand and Oracle Commerce, Marketing and Customer Service-Upcoming

• The Need for Inspiring Leaders to Orchestrate Customer Experience Initiatives-Upcoming

• Experience Management: How to Deliver Integrated Customer Experiences

• How Rackspace Creates the Next-Generation Customer Experience

• The ROI Of Agile Customer Care: Reduce Training and Easy To Add Channels

• Digital Imperatives for Omni-Channel Retail Customer Experiences

• Nine Pillar Of Successful Self-Service for Digital Customer Engagement

• 6 Pillars of e-commerce Customer Engagement

• 9 C’s of Customer Engagement – Delivery and Communication Styles: Channels, Content and Cadence

• 9 C’s of Customer Engagement – People Centric Values: External & Internal Culture, Community, Credibility

• 9 C’s of Customer Engagement – Right Time Drivers: Context, Catalysts, Currency

• How Delta Uses Microsoft Dynamics and Avanade to Create Next-Generation Customer Experiences

• How Microsoft Dynamics CRM Improves Productivity at Trek Bicycle

• Delta Uses Microsoft to Transform Flight Operations and the Customer Experience

• New Belgium Brewing Creates Great Customer Experiences Using Microsoft Dynamics

• Beyond Journey Maps, Delivering Mass Personalization at Scale

• The State of Customer Service and Support Evolves 


Social Media, Customer Service, CRM, Analytics, Innovation and the Cloud

• How General Motors Using Social Media To Listen To Customers and Sell Cars and Deliver Service

• The ROI of Online Communities: Online Communities Provide Value Beyond Call Deflection

• Why Top Marketers Create Branded Social Networks for Customer Engagement

• The State of Customer Service and Support Evolves 

• ROI of Social Customer Service- Upcoming

• The Customer Service Playbook for Integration of Traditional, Digital, Social and Mobile Customer Service Strategies and Technologies-Upcoming

• Mobile Customer Service-Upcoming


Digital Marketing, Analytics, Innovation and the Cloud

• Should the Chief Marketing Officer Oversee the Whole Customer Experience?

• Data-Driven Marketing Campaign Optimization

• VentureBeat: Should the CMO Run the Whole Customer Experience?

• Executive Brief: Can Brands Keep Their Promise?

• Oracle Moves Its Focus from the CIO to the CMO

• How to Staff the Team for Effective Content Marketing

• The State of Marketing 

• Marketing Funnels Are Dead, What’s Next?


Digital and Social Sales; Commerce, Innovation, Analytics and the Cloud

• How Sales Leaders and Sales Reps Can Create a Social Selling Organization: Convert Average Sales Teams into Top Performers Using Social Networks

• Five Approaches to Drive Customer Loyalty in a Digital World

• The Modern Sales Experience

• Continuity of Customer Experiences Drives the Future of Commerce


Customer Success Management, Analytics, Innovation and the Cloud

• The State of Customer Success Management

• Gainsight: Customer Success Management for a Post-Sale, On-Demand, Attention Economy

• ServiceSource: Customer Success Management for a Post-Sale, On-Demand, Attention Economy

• Bluenose: Customer Success Management for a Post-Sale, On-Demand, Attention Economy

• Totango: Customer Success Management for a Post-Sale, On-Demand, Attention Economy


If you are interested in learning about any of these reports or research, a speech or webinar on any of these or related topics, please reach out to me here!

@DrNatalie Petouhoff, VP and Principal Analyst, Constellation Research

Covering Innovative, Customer-Facing Applications that Create Great Customer Experiences








I’m Judging the SuperNova Awards: Make Sure to Submit Your Case Study

I’m judging the 2016 Constellation SuperNova Awards! Every year the Constellation SuperNova Awards recognize individuals for their leadership in digital business. Nominate yourself or someone you know before August 8, 2016.

About the SuperNova Awards
The SuperNova Awards honor leaders that demonstrate excellence in the application and adoption of new and emerging technologies. In its sixth year, the Constellation SuperNova Awards will recognize individuals who demonstrate leadership in nine categories:
•  Internet of Things – A network of smart objects enables smart services. (sensors, smart ‘things’, device to purchase, artificial intelligence)
•  Data to Decisions – Using data to make informed business decisions. (big data, predictive analytics)
•  Digital Marketing Transformation – Personalized, data-driven digital marketing.
•  Future of Work: Social Business – The technologies enabling teams to work together efficiently. (enterprise social networks, collaboration, digital assistants)
•  Future of Work: Human Capital Management – Enabling your organization to utilize your workforce as an asset.  (talent management, benefits, HR core)
•  Matrix Commerce – Commerce responds to changing realities from the supply chain to the storefront. (digital retail, supply chain, payments, ‘ubiquitous-channel’ retail)
•  Next Generation Customer Experience – Customers in the digital age demand seamless service throughout all lifecycle stages and across all channels.  (crm, customer experience)
•  Safety and Privacy – Strategies to secure sensitive data (blockchain, digital identity, authentication)
•  Technology Optimization & Innovation – Innovative methods to balance innovation and IT budgets. (innovation in the cloud, ENSW cost savings, cloud ERP, efficient app production)
The SuperNova Awards are seeking leaders and teams who have innovatively applied disruptive technolgies to their business models as a means of adapting to the rapidly-changing digital business environment. If you have what it takes to compete in the SuperNova Awards submit your application today: https://www.constellationr.com/events/supernova/2016
If you are doing something really interesting, make sure to send in your case study! It’s your time to be recognized for your hard work!
@DrNatalie Petouhoff, VP and Principal Analyst, Constellation Research
Covering Customer Facing Applications that Drive Awesome Customer Experience

DialogTech launches SourceTrak 3.0, reinvents call tracking for digital marketers

New Call Tracking For Digital Marketing – Well if you thought the only people who cared about phone calls to brand were people in the contact center, then you may be surprised by DialogTech’s new solution.  Actually its not that surprising me – considering a good 30-50% of calls to a contact center are marketing related – like which size would be better for me, or what are the measurements of the “box” or is the delivery date different than the ship date. These are all questions that would lead someone to “buy” something or not. However, often times those “marketing” type calls go to the contact center. The contact center rarely gets credit for answering lead conversion calls, but many of them do it all the time. Now to the announcement…

DialogTech, who provides of a most comprehensive, end-to-end call attribution and conversion platform for data-driven marketers, announced a breakthrough in call tracking for digital marketing with the release of SourceTrak 3.0. Nearly two years in the making, SourceTrak 3.0 enables the world’s largest organizations to realize the full benefits of call tracking for digital marketing, without the traditional limitations.

What is Included In This New Call Tracking for Digital Marketing?

According to eMarketer, 62.6 percent of digital ad spending in the U.S. this year will target smartphones and mobile devices. As a result, these ads will drive 162 billion calls to businesses by 2019, according to analyst firm BIA/Kelsey. So what is important is to know which programs generate the most calls (and customers) – because its a necessary step to measure and optimize digital marketing performance.

DialogTech’s newly re-architected and enhanced SourceTrak 3.0 technology solution is designed to meet the data, affordability, reliability and ease-of-implementation requirements of Fortune 1000 companies, large multi-location organizations and the marketing agencies they work with.

Enterprise marketing teams and agencies already analyze and optimize the customer journey for the search keywords, digital ads and website interactions that generate online engagement. DialogTech’s SourceTrak 3.0 enables them to do the same for offline phone call conversions. The call data appears alongside the online data in the marketing solutions they already use and requires no change to current processes and causes no disruption to digital ads or website performance.

What is Included In This New Call Tracking for Digital Marketing?

  • Full Attribution For Every Phone Number on a Website – Provides complete call attribution data – including the search keywords, digital ads, referring websites and webpages that drove the call – for every call from every phone number displayed on a website, including every number shown in “Find a Dealer” and “Find an Agent” webpages consumers use to locate and call their closest location or agent.
  • Keyword Attribution for Every Call From Google AdWords – Whether a call comes from a “Call” button in a Google search ad or from a searcher who clicks through to a website, SourceTrak 3.0 captures complete keyword, session and caller data for every call. That call attribution data, as well as any revenue generated from the call, can be imported directly into Google AdWords alongside online data for a complete and accurate analysis of search advertising ROI.
  • Accurate, Spam-Free Call Data – SourceTrak 3.0 call attribution data is now protected by SpamSentry™ technology, which prevents spam calls from distorting marketing data and frustrating sales agents.
  • Fast, Seamless Implementation – SourceTrak 3.0 enables marketing teams and agencies to implement call tracking on any website in a few clicks without any help from IT, any negative impact on website performance or SEO ranking or any disruption to existing digital ads.
  • Affordability – Only SourceTrak 3.0 has heartbeat technology that enables businesses to capture complete call attribution with the fewest phone numbers – and lowest cost – of any call tracking provider.

SourceTrak 3.0 technology is available as part of the DialogTech Voice360® platform, which also includes an integrated suite of marketing solutions for caller qualification and scoring, contextual call routing and management, conversation analytics and spam call blocking. All SourceTrak 3.0 features are backwards compatible with SourceTrak 2.0, and all SourceTrak 2.0 users have automatic access to the new functionality.

For more information on how to get started today, contact DialogTech at DialogTech.com.

If you are part of a contact center, how many of your calls are marketing oriented vs “help me fix this” type calls? Should Marketing pay for some of the contact center costs if a percentage of the calls are lead conversion related? These are the questions we will be asking ourselves as we see Marketing, Sales and Customer Service converge into commerce.

@drNatalie Petouhoff, VP and Principal Analyst, Constellation Research, Covering Customer Facing Applications.


Honorees Announced for the 2016 Marketing Hall of Femme!

Direct Marketing News is honored to announce the 2016 Honorees to the Marketing Hall of Femme! These incredible women have storied careers, take risks, and push the industry and their companies forward with their edgy marketing strategies. On April 8, 2016, we’re celebrating all of their outstanding achievements and more.

New this year, the event features a Leadership Summit in addition to the Awards Luncheon. Attendees will meet the 2016 Leading Ladies, hear the first-person narratives behind their success stories, and attend educational sessions that explore the challenging yet rewarding roles of female leaders in the marketing industry today.

Introducing 2016’s most influential women in marketing:

marketing2 marketing marketing3

Learn more about the inspirational event that is the Marketing Hall of Femme:
Click here to read about previous years’ honorees and keynote speakers, view video interviews, and more.

My POV: Of course it would be to say that we need more women in technology. That’s it. I will keep it simple. And to congratulation all the amazing women named here and that work in the world of technology every day! You are my heros.

@DrNatalie Petouhoff, VP and Principal Analyst, Constellation Research
Covering Cloud and IoT That Drive Better Business Results and Awesome Customer Experiences

NBCUniversal Launches One-Stop Shop for Data-Driven Ad Targeting

What is Audience Studio? NBCUniversal wants to make it easier for advertisers to use data to target audiences more precisely across TV, digital and social media. The media company, owned by Comcast Corp. , is introducing a new division called Audience Studio, which is dedicated to helping marketers employ data for ad targeting purposes by tying together four different ad buying products NBCU has introduced over the past few years. Audience Studio is being led by Denise Colella, NBCU’s senior vice president of data platforms and strategy who is in the midst of putting together a team of specialists for the new endeavor, including several planned hires.

Does Audience Studio Have a Data Management Platform? In addition to the group of ad targeting experts, at the heart of Audience Studio is a new “data management platform.” It’s basically a set of digital tools that advertisers will be able to use to match their own data with data from NBCU and third-party sources, in order to put together ad targeting segments, such as new moms in the market for a family friendly car. Marketers can then use that information to direct their advertising to those groups on TV and the Web.

What Four Offerings Does Audience Studio Include? Audience Studio will essentially tie together four recently launched NBCU ad offerings: Its Audience Targeting Platform lets advertisers target specific audiences on linear TV, and NBCUx is a similar product for digital media. NBCU+ Powered by Comcast provides marketers some access to Comcast set-top data for ad targeting purposes. And Social Synch helps brands extend the reach of their ad buys across various social networks.

Why Is Audience Studio An Interesting Opportunity for Marketers? Until now, a marketer looking to take advantage of two or more of these tools might have had to input data several different ways and come up with different definitions of potential ad targeting segments. Brands were largely then left to try to match up the segments manually. As more advertisers look to employ data-centric ad strategies across multiple media outlets, the process has the potential to cause major headaches, according to Krishan Bhatia, executive vice president of business operations and strategy at NBCU.

“If before you had this Chinese Wall between groups, with this, you are permeating that,” Mr. Bhatia said. “Going forward, a brand can now align their data inputs and outputs.”

What’s the Most Difficult Part of Targeting the Right Audience Segments? Naturally, advertisers want to eliminate any potential barriers when trying to increase their use of sophisticated targeting. Yet one complaint some buyers have raised recently is that they are worried that the each of the big TV companies will build its own unique systems and processes for data-driven advertising. That level of complexity might hold back the overall market’s potential, these buyers say.

In fact, some have advocated for a single technological solution that all the big TV players could employ for data-driven ad buys.

With Audience Studio, will NBCU be accused of going its own way? Mr. Bhatia said that he’d be more than willing to listen if such a broader effort were under way. But, we don’t have the luxury to wait for that solution to emerge,” he said. “We’d be the first people to think through how we might use that to help our clients. But right now we want to establish a leadership position and let our ad clients use any sort of data you could possibly imagine for advertising.”

MY POV: With yet another possible target marketing option in the marketplace, marketers need to take a really close look at the technology their currently have. It may mean that they do a “bake off” and determine, by comparing actual results, what technologies and platforms will really serve their needs to not only target the right audience, but also to increase lead conversion rates. The good thing is marketers have more choices than ever. The bad thing is, marketers have more choices than ever.

@Drnatalie, VP and Principal Analyst, Constellation Research

Covering Cloud, IOT, Marketing, Sales and Service to Create Awesome Customer Experiences


The Year of On-demand, Personalized Shopping: The Cloud and IOT Abound

What’s Happening in the World of Shopping and Customer Experiences? At the National Retail Federation Annual Convention in New York City, Microsoft made announcements with GameStop, Hardee’s, TGI Fridays, Panasonic, HP and FreedomPay, and NCR on efforts to modernize shopping experiences.

How Does IoT, The Cloud and Customer Experience Come Together? Microsoft believes this will be the year when modern shopping experiences come to life. Where retailers create instant, personalized experiences for shoppers on their smartphone, online and in stores. It will be the year that customers return to stores because technology is engaging them in new ways, making them want to buy more and come back. Microsoft shared for the first time several retail innovations using its technology, including a smart shelf and a tablet-enabled shopping cart, and showed how retailers can gather better store analytics. Microsoft also announced how Pandora and Ashley Furniture are working with technology to create more engaging experiences for employees, helping them be more collaborative and support faster product innovation.

Engaging Customers During the Shopping Experience is Essential for Today’s Retailers. GameStop announced it is working with Microsoft to create an interactive, informative and entertaining shopping experience in an immersive environment. In the near future, when customers walk into one of the GameStop pilot stores, they will be connected to the services enabled by the Microsoft Cloud, allowing them to browse product choices, share their shopping cart with salesperson’s tablet running an assisted selling application, and even browse products interactively on a big screen Ultra High Definition TV where they can view video game trailers with pristine clarity. When a customer downloads and opts into the GameStop app on their smartphone, they will be able to interact in a whole new way with GameStop marketplace through the use of Azure. Ultimately, the customer and the salesperson can push the desired products to the point of sale (POS) system for order processing and payment.

What’s Another Great Example of How Microsoft is Working With Retailers to Improve Customer Engagement and Customer Experience? One example is Hardee’s new way to make ordering a meal fast and fun. Hardee’s is currently deploying self-ordering kiosks for ordering meals, using Windows 8 devices. These in-store kiosks are being tested currently in 30 restaurants with plans to extend that test to additional restaurants soon. Each kiosk allows customers to review the menu and order food and lets managers run sales and shift reports, while dramatically reducing wait times. Check out the video and read more here.

Another Example is TGI Fridays Who Has Plans to Transform the Way People Order Food by Equipping Servers with 8-inch Tablets Armed with Payment Sleeves. With the Fridays’ Service Style technology the customer’s order is processed right at the table, the device also helps manage the waiting list and queue. The solution helps ensure orders are correct, reduces training time, and streamlines waitlists.

Modern Points of Sale Connect Retailers and Customers in New Ways.  As the shopping experience becomes more modern, so does the POS. Modern POS devices are allowing retailers to better understand their customers, provide more customized service, and help them achieve compliance with new security measures being implemented in 2015.  In partnership with Panasonic, HP and FreedomPay Microsoft is demonstrating how the modern POS can create personalized retail experiences, in real-time, through smart and secure devices. With new security regulations on the horizon, retailers need to upgrade their POS devices, not only to ensure their customer data is safe, but to also be able to provide a more personalized and seamless experience at check-out. Read more about modern POS devices here.

Innovation that helps retailers understand buying behavior and customers make informed decisions.  One of the challenges in retail is to create an in-store experience that engages customers in unique ways, entices them to come in to stores, and keep them coming back. Creating those connections creates better experiences and ultimately increases sales. With the help of a Kinect sensor, AVAretail’s SmartShelf technology allows every interaction of a shelf in a store to be monitored and recorded in real-time, providing insight into which products are most selected and picked up by customers. Another form of technology, Path Tracker, gives retailers real-time detection and analysis of a customer’s shopping path.  This provides counts of people in the store, areas visited, dwell time and shopping path, acting as a heat map of where customers are spending the most time in the store.

The NEC Biometric interface with Kinect Camera System Provides Demographic and Face Recognition Services to a Kinectically Enabled Application. Retailers can use this information for analysis and for providing the customer with a more personal selling experience. MediaCart will change the shopping cart as we know it. Adding a location-aware tablet to the cart allows a retailer to present a personal and relevant shopping experience to its customer.  This allows context sensitive ads and promotions when in front of various products along with a barcode scanning capability for price lookups and basket totals.

Retailers Are Predicting Consumer Behavior With Machine Learning. As technology advances, consumers have more tools at their disposal during the buying process. This trend seems to be growing exponentially, especially as the Internet of Things (IoT) matures. This is both an opportunity and a challenge for retailers looking to capitalize on a whole new base of consumers. Competitive pressure, combined with ubiquitous connectivity, smart devices and an intelligent cloud platform is causing a shift to a new retail reality. Food delivery company JJ Food Service uses machine learning to make product recommendations as customers are shopping for food. This provides insights, saves on costs, and ensures their customers have the food they need, when they need it.

Customer Behavior Can Be Predicted. Auckland, New Zealand-based VMob runs a mobile engagement platform on Microsoft Azure which predicts likely customer behavior based on historic and live data streams. The platform currently delivers personalized content to millions of consumers around the world, including customers of McDonald’s across several European markets. The VMob platform collects real time data from multiple sources including mobile devices, wearables, location temperature sensors, WiFi transmitters, beacons, digital signage, and POS systems to personalize engagement with the customer. The VMob platform uses Azure Machine Learning to harness the Internet of Things to predict future customer behavior – transforming live and historical data streams into actionable insights McDonald’s can employ to individualize its marketing efforts. See more information about VMob’s work here.

You Want to Reach Your Customers Where They Are. For retailers to succeed, they need to reach their customers where they are.  Because of this, we are pleased to be announcing Sitecore Commerce, powered by Microsoft Dynamics. This solution integrates the experience management capabilities of the Sitecore Experience Platform with the omni-channel commerce capabilities of Microsoft Dynamics AX for Retail. The result is a product that allows enterprises to bridge the gap between in-store and digital experiences. We are also announcing a combined effort with Toshiba to form the Toshiba Global Commerce Solutions with Microsoft Dynamics to help retailers deliver leading customer experiences through true omni-channel customer engagements. This effort includes Toshiba delivering software and implementation services on the Dynamics platform as well as plans for the global availability of a combined solution – TCxGravity powered by Microsoft Dynamics – specifically tailored to deliver omni-channel transformation on the customer’s terms, helping it provide seamless brand experiences to build lasting loyalty.

What’s The Future of Retail? Retailers are changing the game through connected stores, empowered employees, digital engagement and ambient intelligence all geared toward delighting the modern shopper. By gathering and ingesting insight from myriad data sources, retailers can create a comprehensive understanding of each customer, its store’s inventory and the capabilities of its business to seamlessly match people with the products and services they desire.

The end result of these technologies and services, and of Microsoft’s work with retailers, is an increased focus on solutions that help grow sales and profits, increase customer satisfaction and loyalty, bring products to market faster, and create a more effective business.

If you want more information, visit the Retail NewsroomThe Windows for Your Business Blog, and The Dynamics Blog.

MyPOV: I Love to shop and I love technology. So this is gonna be a great year! I can’t wait to see how cloud computing, IoT and customer experience emerge as the top competitive advantage to lead conversion rates, higher revenues and awesome customer experiences!

@DrNatalie Petouhoff, VP and Principal Analyst, Constellation Research
Covering Cloud and IoT That Drive Better Business Results and Awesome Customer Experiences in Retail Environments

Adobe’s Marketing Cloud Shows How Super Bowl Can Be a Gamble in New Campaign

Yes, the Superbowl has passed, but I couldn’t pass up this story. In a new campaign called “The Gambler,” Adobe’s Marketing Cloud showed how advertising in the Super Bowl can be a big bet for CMOs. You can watch the clip here:

What’s the Video About? The TV and video campaign, created by Goodby Silverstein & Partners and directed by feature film director J.C. Chandor, opens with two men sitting at a dive bar watching the Super Bowl on TV. One of the men is a nervous-looking businessman in a suit, and the other is a street-wise gambler.

“How much you in for?” asks the gambler, assuming the businessman is betting on the game. When the CMO answers “$4 million,” the gambler is stunned.

“And the scariest part is, it’s not even my money. There are going to be a lot of unhappy people if this doesn’t pay off,” the CMO says.

He’s talking about his 30-second TV ad, of course, for his cream cheese brand. And when it does not go over well, the gambler buys the CMO a drink.

The ad ends with the question, “Do you know what your marketing is doing?”

So What’s the Point of the Ad? “The ad tells the story of a CMO who didn’t look at the data, and is hoping that one big ad for his cream cheese company will do something amazing — but the odds are it won’t work out that way for him,” said Alex Amado, VP-experience marketing at Adobe. “Brands that don’t take that data into account are gambling with their company’s money.”

The ad is the latest in a series of humorous spots for Adobe Marketing Cloud — including its 2013 “Click Baby, Click” and last year’s “Mean Streets” — which show what can happen when CMOs don’t know what their marketing dollars are doing.

So What Is Adobe Marketing Cloud Video Really About? The Data! Adobe, which has never bought an ad in the Super Bowl, decided to capitalize on this “moment in time” in which marketers are thinking about advertising, Mr. Amado said. “We are absolutely not anti-TV advertising — we are pro-data,” he said.

In fact, Adobe is running the spot on late-night TV shows including “Jimmy Kimmel Live,” “The Late Show with Stephen Colbert” and “Saturday Night Live” the night before the Super Bowl.

But it’s focusing a large portion of its media buy on a targeted video campaign, which launches today, on sites geared toward marketers with an interest in the Super Bowl, including USA Today’s Super Bowl Ad Meter and CBS News’ 50 Greatest Super Bowl commercials.

“The biggest place we’re advertising is in the spaces that host conversations around the Super Bowl,” Mr. Amado said. “It’s a great place to reinforce our message about Adobe Marketing Cloud and being data-driven.”

The campaign also includes a large social media effort, including paid advertising on Twitter and LinkedIn. “LinkedIn works really well for us from a b-to-b perspective, because we can target our key audience — marketers — by their titles,” Mr. Amado said.

My POV: This was an interesting way to make the point that this ain’t your grandpa’s marketing anymore. It takes a lot more sophistication and data is definitely part of the game. So my point is you have to be on the field to even begin playing the game. So get on the field, come to love data and win with it. You’ll be glad you did when you start to see your campaign bring in a winning steak.

@DrNatalie Petouhoff, VP and Principal Analyst, Constellation Research

Covering Marketing Cloud Applications and Analytics That Drive Better Business Results