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

The CMO Club and Oracle Deliver New Solution Guide to Help CMOs Transform Their Marketing Organization


The complexity of marketing has increased exponentially. The question on many CMO’s mind’s range from:

  • Do I have the right technology?
  • Am I using what I have well?
  • What else do I need?
  • Are my processes efficient and effective to take advantage of the technology?
  • Do my people have the right skills, mindsets and capabilities to deliver on all the various aspects marketing has expanded into – from SEO, to demand gen, to lead conversion, to e-commerce, to branding, storytelling and brand personas, to email, social and digital marketing…?
  • Are my strategies going to create the kind of lead conversion rates that will enable to expansion of my team and the respect that they should garner from the senior leadership team?
  • Do I have the right customer analytics strategy and can I execute on the data and data warehouses that are required to really know my customer and service real-time information where (channels & devices) when they need it?

To help CMOs meet skyrocketing customer and boardroom expectations, The CMO Club, along with Oracle,  released “The CMO Solution Guide for Building a Modern Marketing Organization.” The guide, which is based on interviews with CMOs and digital marketing leaders from major brands including Dow Chemical, JetBlue Airways, MasterCard, PayPal, Quiznos, The Hershey Company and Viking River Cruises, includes insights and best practices that CMOs can apply to build customer-first marketing teams that drive measureable results.

Screen Shot 2016-01-08 at 1.22.49 PM

To help marketers successfully manage this transformation, the new CMO Solution Guide provides practical advice from 20 in-depth interviews with CMOs and digital marketing leaders from organizations of various sizes and different industries.

Pete Krainik, CEO, The CMO Club said, “While the number of tools and amount of data available to marketers continues to multiply, the age old challenge of capturing and leveraging the right data to create engaging customer experience across all channels still exists. The first step they must take is to establish the appropriate organizational alignment to successfully create this type of customer experience. While no organization is exactly the same, this guide helps provide easy-to-implement changes that any marketer can use to drive transformation.

While there is no organizational model that fits every company universally, four key themes emerged during the course of the interviews that informed the organizational decisions that CMOs make: Acumen, Alignment, Agility and Accountability. More on those below:

  • Acumen: To become more effective modern marketers, respondents reported that enhancing the skills within their department has become a top priority. From developing valuable customer insights through data mining to investing in content creation and the need for greater evaluative analytics, leading marketers are investing heavily in helping their teams learn new skills.
  • Alignment: From top to bottom and across all functions, the guide shows that it is critical for all departments to follow the same processes and company culture in order to effectively engage customers across all touchpoints.
  • Agility: To meet consumer demands for exceptional customer experience, the guide noted how important it is for businesses to have strong cross-functional teams and the flexibility to pilot something new to test and learn best practices.
  • Accountability: To demonstrate marketing’s impact on the bottom line, the guide recommends establishing the right measures from the outset and instilling a culture of personal accountability around those parameters.

Along those lines is a larger question that looms in most organizations. That question is who should be the general manager of the overall customer experience? CMO’s are well positioned to be that person, but there are risks as well as rewards in taking on that responsibility. I’ve outlined some of them in a new report Should the Chief Marketing Officer Oversee the Whole Customer Experience? And I look forward presenting  the accompanying webinar coming up later 2016.

Should CMO Lead The Whole Customer Experience

While most brands may not realize it, they are competing on one important variable: customer experience. With all other things being equal, we are in a service economy and there’s nothing that is more important than the experience customers have with companies. And it’s not the brand promise creating by marketing that makes up that customer experience, but also the experience customers have with sales, service and back office operations. It’s not an easy question, but one that must be answered by every senior leadership team and their board of directors. That is what digital disruption is all about and companies not understanding this will go out of business or be acquired or merged for their customer list and cash flow. Poor customer experience, no business. Period. It’s that simple.

@DrNatalie, VP and Principal Analyst, Constellation Research

Covering Customer Facing Capabilities of Organizations to Deliver on Better Customer Experiences



Should the Chief Marketing Officer (CMO) Oversee the Whole Customer Experience?

Customers, Value Chain and The Customer Experience Imperative Should the CMO oversee the whole customer experience? Today, the value chain in business has gone from products that became commodities to services that fuel anticipation of superb customer experiences that go beyond anything customers have expected previously. These new customer expectations have put pressure on companies to deliver on these experiences, which affect the revenue, margin and profits of a company. Brands are under a new type of pressure to keep the right customers and ensure that each of those customer’s experiences live up to their customer’s expectations. In order to make that happen, especially in large organizations, someone has to have customer experience as their primary responsibility and also have the clout to improve it. This is not your grandpa’s CRM. It’s starts with strategy and difficult leadership questions.

The big question? Who should lead the entire customer experience? With the shift to digital marketing, electronic commerce, social media and mobile interactions, brings a massive transformation to how brands and organizations engage prospects and customers. Customer Experience Management is a major pillar in many B2C and B2B organizations’ efforts to engage and retain customers. As it gets more complicated to engage and retain customers, organizations are realizing there is more to the job of customer experience than many first realized. This is in part because providing superb customer experiences often means getting many different departments or functional areas to collaborate, especially when they had not been in the habit of doing so before. Many times the reason for the lack of collaboration and why it has not happened before is because it’s not easy. Again, it’s not your grandpa’s CRM – it’s not about technology really. It’s really starts with a cultural mindset.

Falling Through The Cracks? There are many points along the customer experience journey where an organization can miss the mark and not even come close to meeting customer expectations. However, market leaders realize the future requires proactive, digital online engagement, integrated with in-person and/or in-store experiences to support the strategy. In this research we spoke to many leaders to find out how they are tackling the issues around customer experience and leadership and how best to lead this key strategic initiative in their organization.

The Research Found: The Role of Chief Marketing Officer Is Undergoing Fundamental Transformation, Yet Few Are Ready  As we explored the readiness, rewards, risks and gottcha’s for a CMO to step into an all-encompassing role to deliver the end-to-end customer experience, Constellation identified what CMOs are going through as they are being asked to add more to their “already” full plate. As they lead their organizations to become more customer-centric by creating and maintaining top-notch customer experiences, they helped us identify issues that can inhibit a CMO’s success –if how the business is run and the role of the CMO itself –doesn’t change. Here is a condensed version of the challenges we learned CMOs are facing:

10 challenges of the CMO in leading the customer experience natalie petouhoff constellation research

1. Confusion abounds on who should lead (own) the customer experience.

2. Agile, design-thinking is required to lead changes needed for successful customer experience.

3. Marketing is often focused on communications rather than innovation, product development and business innovation.

4. Marketing only recently became more accustomed to being highly measured, so building the business case for the additional responsibilities of the “new” CMO role may be difficult.

5. The Consumerization of IT has created often unfulfilled customer experiences.

6. The abundance of data requires immediate analysis and action to provide meaningful mass personalization at scale.

7. The plethora of data requires a data management and utilization strategy

8. Marketing can be isolated from other departments that affect customer experience and that isolation hurts the ability to lead change.

9. Marketing can be isolated from other departments that affect customer experience and that isolation hurts the ability to lead change.

10. Customer experience requires a highly collaborative individual to lead cross- functional collaboration.

The truth is there is not any “right” way to lead and deliver customer experience. Every single company has to think about their brand, the type of customer experience they want to deliver and their ability to do that consistently. As products and services have become commoditized, the last frontier to compete on is differentiation of the customer experience, so it is something that is more important than ever. What’s your take on who should lead the customer experience in your organization and why? Click here for more of what we found and read my latest research report, Should the CMO Lead the Customer Experience?  Download the table of contents and an excerpt of the report here:

@DrNatalie, VP and Principal Analyst, Constellation Research

Covering IOT of Customer Facing Initiatives in Marketing, Sales and Customer Service that Create Great Customer Experiences


Coverage on First Day: Analyst Day at Lithium’s LiNC15 Conference

Analyst Day Review of Lithium 

On this first day, we heard from not only the executives at Lithium but also customers. One study Lithium engaged in showed that while 49% executives thought that bad customer experience would drive customers away, the actual number is 89%. Perhaps the value of customer experience and customer service has finally come into it’s own. For someone who have covered this area for over 20 years, it’s great to see. One of the key issues with respect to this is that CEO’s are realizing that because customers will leave, they are expecting someone in their organization to step up to the plate and lead customer experience. Sometimes it’s the CMO, sometimes its the Customer Service Professionals, sometimes it’s the CIO and sometimes, when it’s not happening, the CEO will hire a Chief Digital Officer or Chief Experience Officer to make sure the customer experience is changing and the company will be around long-term. It’s an opportunity that someone inside a company needs to stand up and take on. But it is not without risk.

Rob Tarkoff (@rtarkoff) CEO of Lithium talked about why Lithium exits and why it’s so key to brands. The reason? Customers have extreme expectations. Buyers have forever changed and they want more, want it now and want it easy and enjoyable. Customers trust their peers; not brands. iGen doesn’t want to hear from brands; they want to hear from their peers they trust. They are ok hearing from and working with experts from brands but they prefer peers. The stats keep showing the same thing: 78% trust their peers, yet 14 trust advertising. Yet there is still a ton more money spent in advertising than customer experience. I hope that changes and soon.

Four Main Problems that Get Resolved in Branded Online Communities

Rob explained that Lithium exits to build trust between brands and people by solving 4 main problems:

  1. Helping brands with conversations happening on multiple digital channels –that many the brands don’t own or control
  2. Brands don’t know “who is who” –they need the identity of who a customer is and their passion and problems that the customer needs addressing. That’s why Klout was acquired and is integrated and it’s not just about one’s influence, but also scored by what people are passionate about
  3. Brands have found it difficult to scale to tame the beast of social media; volume of social customer care is escalating and increasing a preference as a channel – it’s no wonder – the contact center is necessary, but not where you will always get the best service
  4. Brands are wondering where the ROI of social is. Most software companies aren’t proving out the impact of social and digital transformation effectively. They are not answering where’s the ROI and the business impact. Lithium feels it is not about likes and impressions – it’s about dollars saved and dollars earned. What’s exciting is how many brands are making money—becoming a revenue engine- using online, branded communities.

More details on the study conducted:

  • 93% of brands believe they are adapting to digital disruption and transformation. But do those solutions really have scale and lasting impact? That’s what is really needed and more difficult to do without a platform.
  • 82% customer have higher expectations compared to just 3 years ago
  • 65% of brands have unbelievable expectations to innovate
  • 58% of brands feel increased competition from competitors.

So what’s the bottom-line?  Lithium feels customer experience is in the power of the platform –a platform that’s build to deal with the customer experience in the digital world. Lithium feels there are 3 parts to this:

  1. Connect on social channels
  2. Engage with branded communities
  3. Understand your most valuable prospects and customers

And customer answers questions and share experiences and brand thus can grow revenue , reduce costs and improve NPS.

What about the acquisition of Klout? Klout provides customer insights that are bases on what people say about themselves and what others say about them. What is important is the people with passion and express that online- it’s what is key to brands and brands need to prioritize customer’s expectations and experiences and the Klout product helps them to do this. Lithium has more than 700 M profiles. Brands need to get to know these folks.

Why Does Lithium Win Deals? Lithium deals with the complete set of stakeholders who participate in a company- everyone who delivers products or service and helps deliver a better overall customer experience. What this means is that customer service is the new marketing and the customer experience and vice versa. The key to creating better customer experiences is a community – peer to peer interactions where internal experts inside a company help customers; external experts (outside a company) also help a customer as well as people inside a brand. This is the total community – branded communities, social networks and third party social networks and what Lithium offers. It’s true that brands that have their own branded communities great better customer experiences.

It’s been a great first day. Looking forward to the actual conference, starting tomorrow! Look for the tweets at #LiNC15

@drnatalie, VP and Principal Analyst, Constellation Research Covering Marketing, Sales and Customer Service to Deliver Great Customer Experiences



ThinkBig and Teradata Partner for Data Consulting

With all the data and all the opportunity, it’s really necessary to have someone focus on getting most out of that data. Otherwise, as other’s have coined, you end up with a data lake – a bunch of data but not in context and not useable in providing great, continuos customer experiences. And at the end of the day, what companies need is to have the data actually to help them run their business better. So the announcement today solves some of these issues, i.e.,  Think Big, a Teradata (NYSE: TDC) company, announced the immediate expansion of its big data consulting business.

They have announced a dashboard engine to be able to have drill down capability and get to the insights using ingestion patterns and infrastructure. Think Big embraces a range of vendor-neutral, open source options and recommends the best combination to complement existing, proven technologies based on each customer’s unique business needs.

Think Big assists clients, across industries, to gain measurable business value from big data through implementation and integration of open-source technologies such as Apache™ Hadoop®, Apache Spark™, and NoSQL databases (i.e. Apache HBase™, Apache Cassandra™, and MongoDB).

Hadoop and its fast growing ecosystem of open source projects have quickly become first-class technology assets, regardless of the organization’s size or geography,” said Rick Farnell, co-founder and senior vice president International, Think Big, a Teradata company. “Think Big’s international expansion will allow us to effectively share our expertise and support our customers. To support its growth, Think Big is aggressively recruiting talented individuals to fill a variety of positions in sales, data engineering, data science and project management.”

Will be very interesting to see how the partnership evolves and the case studies that result. Remember – send your clients to the enter into the Super Nova Awards to be considered. It’s a great honor and Constellation Research is looking for innovators who are disrupting business models and using data to do that. Especially in click-stream data.


VP and Principle Analyst, Constellation Research

Covering Marketing, Sales and Customer Service to Provide Great Customer Experiences


#AdobeSummit WOWs With a Ton of Announcements

The #AdobeSummit has begun and the news below, for the 6,000 digital marketers and senior leaders from the world’s top brands is being digested, while sharing best practices and networking. As a marketer, there never seems to be enough time to learn everything, but soak it up. It’s all here! And if you are here in person or not… here’s a round-up of what’s happening here:

  • Adobe Pushed Boundaries of Marketing at Summit 2015 – At Summit 2015, Adobe is showcasing a range of innovation across its Adobe Marketing Cloud, including the unveiling of two new Adobe Marketing Cloud Solutions – Primetime and Audience Manager. Press Release
  • Adobe Brings Digital Marketing to Internet of Things (IoT) – Adobe Marketing Cloud extends personalized experiences to physical spaces and machines; New IoT SDK enables brands to measure and analyze engagement across IoT devices. Press Release
  • Adobe Streamlines Mobile Marketing and App Development. – Adobe is unveiling significant enhancements to Adobe Mobile Services, a Core Service across Adobe Marketing Cloud, that include a fully integrated mobile app framework. The new mobile app framework delivers the complete, integrated solution in the industry for developing and managing apps, and is the first to eliminate marketers’ dependence on an array of disjointed point solutions. Press Release
  • Adobe Marketing Cloud Unites Data-driving Marketing and Ad Tech – Adobe is unveiling a new algorithmic engine and advances in Audience Core Services that enables brands to connect massive audience and behavioral data from a broad range of sources, while a new set of algorithms allow them to reach those audiences through Adobe Media Optimizer. Press Release

Joint Partner Announcements:

  • Adobe and IBM Interactive Experience Announce Global Partnership – IBM Interactive Experience will build specialized enterprise consulting capabilities for Adobe Marketing Cloud. Combining the capabilities of Adobe Marketing Cloud with the design, digital and technology expertise of IBM Interactive Experience, enterprises can comprehensively integrate all the touch points of a consumer’s journey. Press Release.
  • Accenture and Adobe Create Innovative, Pay-Per-Use Digital Marketing Service to Drive Greater Marketing ROI – Today Accenture and Adobe expand their alliance with the launch of Accenture Customer Engagement, a cloud-based managed service that simplifies the development, execution and measurement of digital marketing. Accenture Customer Engagement features digital marketing services from Accenture Interactive wrapped seamlessly around Adobe Marketing Cloud solutions. Press Release.

Partner-Issued Adobe Marketing Cloud Announcements:

Adobe Blogs Provide Additional Information on the Latest News from Summit:

If you want all Adobe Summit announcement highlights, videos, images and more, you can go here:

And you can follow the Twitter feed using the hashtag: #AdobeSummit

As you can see Adobe is addressing many of the issues that plague marketers, working to simplify, while giving marketers more control and options. As marketers are called to do more than just “push” messages and rather engage customers, more and more capabilities are required. The future is here, now. Digital Marketing education is not only necessary, it should be a requirement in every university!


VP and Principal Analyst, Covering Marketing, Sales, Digital, Social and Customer Service to Create Amazing Customer Experiences


Live Webcast: Can Brands Keep Their Promises?

Companies like Apple, REI, Amazon, and Zappos are known for providing exceptional customer experiences. They’ve set the standard, and yet there are still upstarts like Everlane, Birchbox, One King’s Lane, and Zulily, to name just a few that are setting new standards. Since we’re headed into the holiday high season for retailers, I thought it was only fitting to mention a line of businesses clamoring to delight you. What brands come to your mind?

What you’ll learn in our Webcast on: Can Brands Keep Their Promises? 

1. Why it’s important for brands to keep their promise
2. How organizational change is affecting the ability to deliver true transformation digital customer experiences
3. How technology must be integrated with people and process to deliver what customers expect

One of the issues is the whether the CXO level truly understands the digital disruption that is happening. The digital division between businesses that get the value of the digital transformation era and those that don’t is getting bigger and bigger. Those that do get it, will thrive in this new economy. And those that don’t, may just disappear. Many, many businesses have gone out of business for this very reason. Will you be one of them? Please join us to discuss what CXO level professions need to know to be successful in 2015.

By the way, if you were able to join us at Connected Enterprise 2014 in Half Moon Bay this year, you may have heard Bryan MacDonald or Dr. Presser speak, so this is a chance to continue the conversations.  And if you were not there, it will be a great opportunity to hear these two wonderful speakers talk about what its going to take to make a business thrive in 2015.

Here’s who will be on the panel:

Bryan MacDonald, executive recruiter & founder of The Digital Board
Dr. Janice Presser, behavioral scientist and CEO of The Gabriel Institute

and myself, Dr. Natalie Petouhoff, VP & Principal Analyst at Constellation Research

When: Thursday, November 20, 2014 @ 10:00a.m. PT / 1:00 p.m. ET

You can register to join this webcast dialogue in just 30 seconds. 


Covering Marketings, Sales, Customer Service to great better customer experiences!


5 Easy Steps to Solve Your Digital Marketing Challenges Using Big Data Analytics: A Clear Path Forward for the CMO

The world has gone digital, and no one feels the pressure more than the CMO. Customer segmentation presents challenges that are not possible to uncover with traditional methods. According to Forbes, “Gartner analyst Laura McLellan recently predicted that by 2017, CMOs will spend more on IT than their counterpart CIOs.” Those who don’t embrace analytics fully will lose their seat at the C-suite table. 

In this webinar, I will share my expertise on how CMOs can navigate the challenges of their evolving roles. Her marketing optimization framework enables assessment and evolution of marketing efforts as well as integration of analytics to improve bottom-line results.  We’ll use a 5-level maturity capability matrix to show how you can progress your marketing capabilities.
 Christy Maver, Director of Product Marketing at Actian, will present a set of Customer Analytics Blueprints designed to give CMOs a roadmap to address big data marketing challenges.
Reserve your seat to hear how Actian can help you accelerate Marketing analytics!
VP and Principle, Constellation
Marketing, Customer Experience and Customer Service

Call for Applications for 2014 SuperNova Awards for Leaders in Disruptive Technology

One of the most important events for people who are working very hard to create amazing customer experiences, driving revenue from marketing and reducing costs is coming up. That event is the Constellation SuperNova Awards. And the call for applying for these 2014 SuperNova Awards for leaders in disruptive technology deployment is August 1, 2014.

At the Constellation Conference, during the SuperNova Awards we will recognize individuals who demonstrate true innovation through their application and adoption of new and emerging technologies. Have you done something innovative? Have you truly transformed all or some aspect of the customer experience and/ or customer service? Have you deployed social analytics? Are you leading digital transformation in your organization? Have you driven more revenue, increased marketing lead conversion rates, created significantly more brand awareness, created diehard brand advocates who are loyal, drive referrals and advocacy? Then you should be recognized for leading the way in your industry.

We know that often leading the way during a disruptive technology period – like social, like digital, like marketing automation, like monitoring & listening, engagement, analytics, etc… is not easy. And the SuperNova Awards are the moment that all your hard work can not only be recognized by peers but also perhaps a way for you to get recognition within your organization. Sometimes it takes getting an award from an outside organization for people inside your organization to see and understand your brilliance. Having been inside many organizations, knowing the politics it takes to get things done, often individuals who are leading don’t get all the accolades they should. The SuperNova Awards is one of your opportunities to be seen, be heard, and be acknowledged. 

In particular we are searching for leaders and teams who have overcome the odds to successfully apply emerging and disruptive technologies for their organizations. And one tip I can provide is that special emphasis will be given to projects that seek to redefine how the enterprise uses technology on a large scale.

So if you are leading one of the boldest, most transformative technology projects out there, don’t walk — virtually run and submit an application. It will be judged by Constellation analysts and some of the most influential thought leaders in enterprise technology.  

And if you know someone who has what it takes to compete in the SuperNova Awards, encourage them to fill out the application here.  Sometimes we need someone to nudge us and remind us how amazing we are. So participate. Help move the industry forward and reduce the hype cycle for digital, social, analytics and traditional customer experience, marketing and customer service technology disruption by showing that the changes that you are making are getting real, solid business results and its not hype. This new technology disruption is the way business needs to get done. At least that is my point of view!

Dr. Natalie Petouhoff 
Skype: drnatalie007 | LinkedIn | Google+

Catch my latest:
• Thoughts at 
• Upcoming book series: “7 Steps To Digital Customer Experience Mastery” (working title) 

Constellation’s 4th Annual Connected Enterprise 
The Executive Innovation Conference | October 29th-31st

Half Moon Bay, CA | Ritz Carlton




Data-Driven Marketing Campaign Optimization

The advancing complexity of marketing technology is accelerating and deepening the need
for a greater understanding of how Big Data and marketing analytics can drive better
business results.
This qualitative research provided by a panel of experts (see page 18) as well as from my
years of working with marketers provide a framework for marketers to evaluate how well
they are incorporating data analytics into marketing automation. Using this framework will
help marketers to not only identify what level they are at when using data analytics to
support marketing campaigns, but also help them evolve their company’s data analytic
capabilities to optimize bottom-line results.
This report offers insights into three of Constellation’s primary business research themes,
Digital Marketing Transformation, Next-Generation Customer Experience and Data to
Decisions. Our research aims to provide insight into the tough business problems business
leaders face today.
The Digital Marketing Transformation theme, in particular, is designed for those who are
leading their organizations from an analog world into a digital world. Chief marketing officers
(CMOs) must involve themselves in Big Data and analytics, social networking as well as
community building, reputation and loyalty. The future is real-time, digital convergence.
Research in this area is focused on how organizations are making the shift as they straddle
the analog and digital worlds. Success stories and lessons learned provide insights for CMOs
who are having to perform while the very foundation of what they have known for years is
constantly changing right in front of them. This report looks at the integration of campaign
management and the use of Big Data to make not only better, more successful campaigns,
but also provides marketers with far-reaching stretch goals as they grow proficiency in this

Want the full report? You can download it here.


Skype: drnatalie007 | LinkedIn | Google+

Catch my latest:
• Thoughts at 
• Upcoming book series: “7 Steps To Digital Customer Experience Mastery” (working title) 

Constellation’s 4th Annual Connected Enterprise 
The Executive Innovation Conference | October 29th-31st

Half Moon Bay, CA | Ritz Carlton