Change creates opportunities , and technology speeds change . While Finance is driven by spreadsheets, Marketing is now driven by emerging technologies. Creativity and building an emotional brand connection are still the hallmarks of success, but a lack of technology mastery will hamstring your message. In this webinar, Marcus Tewksbury , VP, Strategy and Consulting at Experian and Scott Brinker , CTO at ion interactive will map the marketing technology landscape and describe 10 scenarios where having a CMTO could make all the difference to your marketing. What You Will Learn: -An overview of the marketing technology landscape -How to build a business case for the CMTO -How to create a sample job description for this role CMTO -A reference guide to all the terms, acronyms, and listing of vendors

1. Chief Marketing Technology Officer - CMTO
Outlined, defined, and 10 arguments for having one
Join the Conversation on Twitter at Hashtag: #CMTO
© 2010 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc.
Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified,
or distributed in any form or manner without the prior written permission of Experian Information Solutions, Inc.

2. Presenters
Marcus Tewksbury
Vice President, Strategy and Consulting
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Experian | 955 American Ln. | Schaumburg, IL 60173
Office: 224.698.8357 | Mobile: 312.404.4835
Scott Brinker
President & CTO
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ion interactive | One Broadway 14th Floor | Cambridge, MA
Office: 888.466.4332 | Direct: 617.583.1311
© 2010 Experian Information Solutions, Inc. All rights reserved.
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3. Life used to be simple.
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4. You have the
marketing
department
for marketing.
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5. You have the
fire department
for firefighting.
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6. You have the
police
department
for policing.
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7. You have the
IT department
for information
and technology.
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8. But what if
marketing
was driven by
information &
technology?
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9. Are marketing and technology really
that deeply entwined?
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10. © 2010 Experian Information Solutions, Inc. All rights reserved.
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11. © 2010 Experian Information Solutions, Inc. All rights reserved.
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12. Hundreds of
marketing
software
solutions today...
...thousands
more
on the way.
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13. Moore’s Law…
“(capacity of
technology)
doubles every 18
months.“
...Was written in…
1965
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14. Masters of Change
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Source – Socialnomics - http://www.youtube.com/watch?v=sIFYPQjYhv8#t=00m29s

15. Masters of Change
© 2010 Experian Information Solutions, Inc. All rights reserved.
15
Source – Socialnomics - http://www.youtube.com/watch?v=sIFYPQjYhv8#t=00m29s

16. Masters of Change
© 2010 Experian Information Solutions, Inc. All rights reserved.
16
Source – Socialnomics - http://www.youtube.com/watch?v=sIFYPQjYhv8#t=00m29s

17. Masters of Change
© 2010 Experian Information Solutions, Inc. All rights reserved.
17
Source – Socialnomics - http://www.youtube.com/watch?v=sIFYPQjYhv8#t=00m29s

18. Masters of Change
© 2010 Experian Information Solutions, Inc. All rights reserved.
18
Source – Socialnomics - http://www.youtube.com/watch?v=sIFYPQjYhv8#t=00m29s

19. Masters of Change
© 2010 Experian Information Solutions, Inc. All rights reserved.
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Source – Socialnomics - http://www.youtube.com/watch?v=sIFYPQjYhv8#t=00m29s

20. Updating the Marketing Wheel
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21. Main St. Marketing
Marketing Capability Wheel
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1880 Today

22. Pony Express
Marketing Capability Wheel
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1880 1900 Today

23. Mass goes Mass
Marketing Capability Wheel
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1880 1900 1950 Today

24. Research
Marketing Capability Wheel
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1880 1900 1950 1980 Today

25. Digital Era
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1880 1900 1950 1990 Today

26. Social Era
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1880 1900 1950 1990 2008 Today

27. Closing the Loop
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1880 1900 1950 1990 2008 Today

28. Not everyone
in marketing
needs to be a
technologist.
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29. Just like not
everyone in
marketing is a
“creative.”
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30. But technology
must be one
of the pillars of
new marketing.
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31. You’re already responsible for
the outcome of marketing technology.
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32. Shouldn’t you
be the one
driving?
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33. Marketer
Marketing Technology
Who’s packing your parachute?
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34. 10 Scenarios
where a
CMTO
can help…
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35. 1. Manage the Technology Stack
Pulling the pieces together, with a marketer’s eye
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36. 2. Understand Cross Channel Interactions
Power of the Cookie
CHANNELS AWARENESS INTEREST DESIRE ACQUISITION
Quarterly Mag-alog
Birthday Offers Birthday Reminder
In-store Store
Loyalty Capture Promotion
Segment Community
Promotion
Local Discount
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37. 3. Deliver Coordinated, Multi-channel Messaging
Nurturing, Triggering, and Marketing Automation
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38. 4. Deliver More Relevant Display Advertising
Addressable Audiences, Everywhere
Frequent flyer
segment
Skip long airport
security lines!
Unidentified
segment
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39. 5. Measure Marketing Performance
Built on disparate sources of data
Media Mix
Touch-point
Fractional Allocation
Inferred Single Channel
Direct Single Channel
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40. 6. Turn Social Media Data into Actionable Insight
The ―Molecule Theory‖
Trends
Date
Brand
Preference
Clusters
Sentiment
Domain
Opt-in Product
Handle Lifecycle
Aggregate
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41. 7. Address the CEO’s Strategic Concerns
Technological factors are not limited to the IT department
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42. 8. Break Free from IT-Marketing Deadlock
Marketing must collaborate with IT, not solely depend on IT
• Stability
• Security
• Economy
• Standardization Marketing
• Function
• Speed/agility
• Innovation
• Market impact
IT • Differentiation
• Experience
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43. 9. Enable Agile Marketing
The clockspeed of marketing accelerates—can you?
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44. 10. Even More Marketing Technology Coming Your Way
Innovation in marketing? You ain’t seen nothin’ yet…
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45. 10 Scenarios where a CMTO can help…
1. Manage the Technology Stack
2. Understand Cross Channel Interactions
3. Deliver Coordinated, Multi-channel Messaging
4. Deliver More Relevant Display Advertising
5. Measure Marketing Performance
6. Turn Social Media Data into Actionable Insight
7. Address the CEO’s Strategic Concerns
8. Break Free from IT-Marketing Deadlock
9. Enable Agile Marketing
10. Even More Marketing Technology Coming Your Way
© 2010 Experian Information Solutions, Inc. All rights reserved.
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46. Contact Information
Marcus Tewksbury
Vice President, Strategy and Consulting
------------------------------------------------------------------------------------
Experian | 955 American Ln. | Schaumburg, IL 60173
Office: 224.698.8357 | Mobile: 312.404.4835
Scott Brinker
President & CTO
------------------------------------------------------------------------------------
ion interactive | One Broadway 14th Floor | Cambridge, MA
Office: 888.466.4332 | Direct: 617.583.1311
© 2010 Experian Information Solutions, Inc. All rights reserved.
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