Should marketing have more art or more science? Both! These aren't an either/or proposition. Modern marketing is about combining the best of left-brain analytics and right-brain creativity to deliver compelling customer experiences. This presentation introduces the hybrid "marketer scientist" -- an ideal blend of storyteller, data analyst, brand champion, experimentalist, experience designer, technologist, change agent, and system thinking. Of course, not everyone needs to be an expert in ALL of those. But all marketers should be willing to embrace them, and the modern marketing organization must find a way to synthesize them with a balanced team.

1. The Emergent CMO
Combining
Art & Science in
Modern Marketing
by Scott Brinker
@chiefmartec
http://chiefmartec.com

2. art + science + marketing

3. art + science + marketing

4. art + science + marketing

5. art + science + marketing
What do these cultures value?

6. art + science + marketing
meaning
What do these cultures value?

7. art + science + marketing
meaning truth
What do these cultures value?

8. art + science + marketing
meaning truth money
What do these cultures value?

9. art + science + marketing
meaning truth money
What do these cultures value?
How often do those things intersect?

10. art + science + marketing
Discovery of
knowledge through
empirical observation.

11. Is the universe collapsing or expanding?

12. Is the universe collapsing or expanding?
marketing

13. or

14. Marketing is collapsing.
Hypothesis #1:

15. The distance between
marketing and customers
is collapsing.

16. ZMOT: Winning the Zero Moment of Truth, Jim Lecinski

17. ZMOT: Winning the Zero Moment of Truth, Jim Lecinski

18. ZMOT: Winning the Zero Moment of Truth, Jim Lecinski

19. Query search engines
Visit company web site
Read educational content
Follow on Twitter
Visit competitor web sites
Read reviews
Discuss with friends
Check online communities
Comparison shop
The ZMOT is a flurry of activity:

20. Distance between marketing stimulus
and customer experience has collapsed
to a click.

21. The distance between
customers and each other
is collapsing.

22. ZMOT: Winning the Zero Moment of Truth, Jim Lecinski

23. Source: Brian Solis — http://www.briansolis.com/2012/04/meet-generation-c-the-connected-customer/

24. The distance between
different media and channels
is collapsing.

28. The timeframes in which
marketing decisions are made
are collapsing.

29. “Real-time marketing is the ability [to
delight] your audience or customer into
engaging with your brand around a
shared moment.”
Linda Boff, Executive Director
Global Brand Marketing
GE
Digiday, May 2, 2013 — http://www.digiday.com/brands/ges-take-on-real-time-marketing/

30. Long decision
cycles
Short decision
cycles

31. Long decision
cycles
Short decision
cycles
Short decision cycles can now include
important and strategic decisions.

32. The barriers to entry
for potential competitors
are collapsing.

33. Harvard Business Review March 2013, Big-Bang Disruption by Larry Downes and Paul F. Nunes

34. “Garmin lost 70% of its market capitalization
in the two years after navigation apps were
introduced; TomTom nearly 85%.”
Harvard Business Review March 2013, Big-Bang Disruption by Larry Downes and Paul F. Nunes

35. Marketing is expanding.
Hypothesis #2:

36. The number of touchpoints
with prospects and customers
is expanding.

38. The quantity of content
that marketing must produce
is expanding.

41. The Digital Evolution in B2B Marketing report by Corporate Executive Board Company and Google

42. The number of devices
customers use to reach us
is expanding.

45. The number of technologies
available to marketers
is expanding.

48. The data generated by these
digital touchpoints and technologies
are expanding.

50. The budget allocated
to digital marketing
is expanding.

51. Accenture Interactive: Turbulence for the CMO report 2013

52. The role of marketing in
the customer lifecycle
is expanding.

55. The strategic importance
of marketing in the C-suite
is expanding.

57. 7X

58. AdAge, Keeping Time: Why CMO Tenure Has Doubled (May 6, 2013)

59. or

60. and

61. Marketing is both
collapsing and expanding
along multiple dimensions.

62. art + science + marketing
meaning truth money

63. art + science + marketing
meaning truth money
Can these coexist in harmony?

64. art + science + marketing
meaning truth money
Can these coexist in harmony?

65. Poetry vs. Physics

66. Poetry vs. Physics

67. Marketing can blend
art and science together to achieve
meaning, truth and money.

68. Marketing can blend
art and science together to achieve
meaning, truth and money.
Not only is this
possible, this is
future of business.

69. Marketing can blend
art and science together to achieve
meaning, truth and money.
Our new generation of customers
and employees seek more meaning.

70. Marketing can blend
art and science together to achieve
meaning, truth and money.
The connected customer
ecosystem reveals truth
(whether we like it or not).

71. Marketing can blend
art and science together to achieve
meaning, truth and money.
Of course, we still need
to make money.

72. The future belongs to the hybrids.

73. Marketer Scientist
Storyteller
Data analyst
Brand champion
Experimentalist
Experience designer
Technologist
Change agent
Systems thinker

74. Marketer Scientist
Storyteller
Data analyst
Brand champion
Experimentalist
Experience designer
Technologist
Change agent
Systems thinker

75. Tom Fishburne: Brand Storytelling — http://tomfishburne.com/2011/04/brand-storytelling.html

76. Marketer Scientist
Storyteller
Data analyst
Brand champion
Experimentalist
Experience designer
Technologist
Change agent
Systems thinker

77. MIT Sloan Management Review Report: Reimagining the Possible with Data Analytics (Spring 2013)

78. Exploration Confirmation
data data
user
aggregation
quantifiability
momentum
riskofmyopia
big data
uncertainty
serendipity
“why?”
future hypotheses
zoom in
small data
certainty
segmentation
“what?”
past hypotheses
zoom out
data
science
controlled
experiments
metrics
& dashboards

79. Marketer Scientist
Storyteller
Data analyst
Brand champion
Experimentalist
Experience designer
Technologist
Change agent
Systems thinker

80. – Bob Garfield
Editor-at-Large
Mediapost
Mediapost, May 6, 2013 — http://www.mediapost.com/publications/article/199655/there-is-no-place-to-hide.html
“Enforced transparency — your every
action and inaction searchable on
Google in perpetuity.”

81. Marketer Scientist
Storyteller
Data analyst
Brand champion
Experimentalist
Experience designer
Technologist
Change agent
Systems thinker

82. In 2009, Google ran
approximately 12,000
experiments.

83. In 2009, Google ran
approximately 12,000
experiments.
Only about 10% of
them led to business
changes.

84. David Armano: Unconventional Marketing — http://darmano.typepad.com/logic_emotion/2008/10/unconventional.html

85. David Armano: Unconventional Marketing — http://darmano.typepad.com/logic_emotion/2008/10/unconventional.html

86. David Armano: Unconventional Marketing — http://darmano.typepad.com/logic_emotion/2008/10/unconventional.html

89. Big Data
Big
Testing
Big
Experience
Generate
hypotheses
Prove cause-
and-effect
Deliver better
experiences

90. Marketer Scientist
Storyteller
Data analyst
Brand champion
Experimentalist
Experience designer
Technologist
Change agent
Systems thinker

91. “Every single customer experience is
a brand moment of truth.”
Steve Cannon, CEO
Mercedes-Benz USA

93. Customer
Analytics
Customer
Experiences
Customer
Communications
Using analytics and Big
Data to understand and
measure customer
opportunities.
Testing and
personalization.
Social media marketing and
two-way marketing
communications.
Customer
communities.
Targeting.
Delivering remarkable
customer experiences at
every touchpoint in the
customer lifecycle.

94. Marketer Scientist
Storyteller
Data analyst
Brand champion
Experimentalist
Experience designer
Technologist
Change agent
Systems thinker

95. Software has become how marketing
sees and touches the world.

96. Analytics shapes perceptions.
Automation guides processes.
Optimization hones tactics.
Listening directs engagement.
Targeting defines segments.
CRM structures relationships.

106. Marketer Scientist
Storyteller
Data analyst
Brand champion
Experimentalist
Experience designer
Technologist
Change agent
Systems thinker

107. Accenture Interactive: Turbulence for the CMO report 2013

108. Accenture Interactive: Turbulence for the CMO report 2013

109. Accenture Interactive: Turbulence for the CMO report 2013

110. Marketer Scientist
Storyteller
Data analyst
Brand champion
Experimentalist
Experience designer
Technologist
Change agent
Systems thinker

112. A Ferrari is complicated.

113. A rainforest is complex.

114. Marketing used to be complicated.

115. Marketing used to be complicated.
Now it is complex.

116. This is complex.

117. This is complex.

118. This is complex.

119. Waterfall marketing management.

120. Agile marketing management.

121. Marketer Scientist
Storyteller
Data analyst
Brand champion
Experimentalist
Experience designer
Technologist
Change agent
Systems thinker

122. The marketer scientist: all things in balance.

123. A collective marketer scientist team.

124. “T-shaped” people.

125. art + science + marketing
meaning truth money

126. art + science + marketing
meaning truth money
The emergent CMO combines all three.

127. The future of marketing belongs to
the hybrid marketer scientist.
Twitter: @chiefmartec http://chiefmartec.com
Thank you.