Damon Gjording's session at MarketMix 2014

1. Seven Technology Trends that are
Changing Marketing and the CMO
Damon
Gjording
damon.gjording@nordstrom.com

2. 76% - Marketing has changed more
in the past two years than the
previous half-century
Adobe Report
1,000 marketers polled in Aug & Sept, 2013 by ResearchNow

3. By 2017 marketing departments will
spend more on technology tools
and services than their IT brethren.
Gartner prediction

4. Marketing
IT

6. So3ware
has
become
how
marke9ng
sees
and
touches
the
world.

7. Marketing Technology Landscape

9. 1
Facial
Recognition

12. Facial recognition SaaS offerings
APIs for marketing analytics

14. Social
Email
Reviews
Store
Interactions
Pictures

15. 2
Perspectives:
Profiles &
Preferences

17. Old: Marketing interrupted
New: Be on the terms of customers
Brands will find me……

19. Every open.
Every click.
Every page view and purchase.

20. What are customers doing on your website?
Which pages are they visiting?
Which links are they clicking?
What are they doing in your app?
What are they purchasing?
When do they read their emails?
How are they interacting on social media?

22. 3
Wearable

23. Wearable technology market will ship at
least 10 million units in 2014, 100+ million
by 2020
- Deloitte

24. Behaviors
Preferences
Tolerances
Threshold for content
Immediate needs
Quality, long-term relationships

26. 4
Data Lakes &
Experimentation

30. Fluid.
Take what you want – personal
perspective
Raw data remains in the lake - multiple
perspectives are possible
Everyone does not have to agree
Everyone can get their perspectives

31. 5
Automation:
Triggers

33. 6
Personalization

34. 41% of consumer buy more from
retailers who send personalized
emails based on

38. "There
is
nothing
more
important
for
us
than
to
be
able
to
predict
[customer
response]
when
we
launch
a
new
ini9a9ve,
a
new
brand,
a
new
product,
a
new
packaging."
He
thinks
P&G
can
monitor
online
reac9on
to
predict
in-­‐store
sales
well
before
sales
data
comes
in.
"We
haven't
cracked
this
nut
yet.
I
believe
this
is
the
next
stage
of
breakthrough
opportunity."
Proctor
&
Gamble
CIO
Filippo
Passerini

39. 7
Content
Automation

44. Marketing
IT

45. Commonality
• Love new technology
• Think big
• Deliver results without the budgets they
should have
• Believe in the future of digital
• conflicting to coping to commingling
to collaborating to creating.

47. Marketing’s perceptions of IT:
IT is the department of “no.”
IT doesn’t speak marketing’s language.
IT doesn’t understand the need for
speed.
IT isn’t concerned with the customer.
Mastering
Customer
Data—A
CIO
Impera5ve,
Forrester
Research
July
2011

48. IT’s perceptions of marketing:
Marketing is spin.
Marketers don’t care about
integration.
Mastering
Customer
Data—A
CIO
Impera5ve,
Forrester
Research
July
2011

52. Shift of People & CMO
• Agile today vs long term planning
• Quantitatively minded
• Master of all trades

53. Bringing them together
• Leverage products across the enterprise
• Standardize to bridge the gap – start with
analytics
• Deep Stack Teams - Designers that were
focused on branding and user
experience, for example, now required to
know how to code, while coders were
expected to know best practices in user-
experience design

54. Seven trends:
Facial
Perspectives
Wearable
Data Lakes
Automation - Trigger
Personalization
Content Automation