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Web Experience News & Analysis

Portrait of a Chief Data Officer

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Want to find the perfect Chief Data Officer? Look for an empathetic big brain to harness the power of big data for your business. Here’s why.

Can DOZ Help You Find the Best Local Marketers?

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The DOZ online marketing platform allows organizations to go to the bullpen and get a relief for their marketing campaigns.

(It's Opening Day. We couldn't resist).

So what does it really do?

DOZ, a product of Lyon, France-based Capseo, claims it can help any website reach audiences in foreign markets through automatically curated and localized marketers.

It helps small and medium size businesses access marketers on-demand and launch online marketing campaigns. The platform launched in 2013.

In a vast marketing technology landscape, DOZ enters the mix and offers up actual marketers -- and marketing campaigns.

"Other platforms connect businesses and agencies with freelancers, but the quality of the work is rarely guaranteed and the freelancers bid against each other in a race to the bottom," said Anji Ismail, CEO and co-founder of DOZ.

"Sure, it’s cheap and it’s even sometimes good, but it’s rarely great. DOZ has curated a network of marketing experts that now numbers more than 5,000. All must provide proof of their abilities and expertise, and all are vetted before being assigned tasks by DOZ’s matching algorithm."

Which of the 3 Personalization Types Are You?

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The approaches to personalization number almost as high as the number of businesses out there. Organizations vary wildly in the ways they optimize and personalize experiences for every customer, product and expectation. 

And the differences aren't just industry-to-industry. Take a look at retail -- what I'd argue is the pioneering industry when it comes to digital personalization -- the differences are remarkable.

Where a brand falls on the personalization spectrum depends on technology adoption, brand and commerce priorities, digital maturity and executive support. But in my conversations with brand leaders, marketers, consumers and data scientists, I've come to recognize three distinct approaches to personalization which we'll break down into personas: 1. The Reliable Recommender, 2. The Loyalist Lover and 3. The Progressive Personalizer.

So where does your brand fit?

Discussion Point: What's the Core Function of a CMO?

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Picture members of the average C-Suite 10 years ago, all gathered around a big conference table.

Where would the chief marketing officer be? Probably outside on the front lawn. 

The CMO was the branding person, pushing out messages — hoping something would stick. 

Of course, that's changed today. CMOs are -- or at least will be -- true revenue drivers. 

They've already made their mark, even though some may not fully trust them yet.

How do CEOs view CMOs? We caught up with three company leaders last week at the C-Suite Network Conference at the Westin Copley Hotel in Boston to find out.

Is Advertising Losing Its Appeal?

Are we reaching a point in society where advertising is being superseded by search engines and social media? 

Analytics, Big Data and ... Hocus Pocus?

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Businesses that are scrambling to keep up with the quickly changing e-commerce world are turning to big data and analytics as important, if not primary tools. Collect enough data and apply complex analytical methods to it, the story goes, and you will find the answers you need to understand today and plan for tomorrow.

We’ve given these tools catchy names. Big Data Analytics (BDA) has an authoritative ring -- but the underlying disciplines haven’t changed in decades. Whatever we call it, analysis involves sampling what’s happening now and using statistical methods to derive trends that allow us to make changes to improve our results. If it doesn’t do that, it isn’t worth much.

In a BDA world, you grab every piece of data you can from your commerce, Web-based and otherwise, and then apply statistical techniques to it to tell you why your customers behave as they do and what they are likely to do if you change your approach.

What could be the problem? 

Does So Much #MarTech Make You Want to Scream?

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Listen to your customers. Innovate without restriction. Embrace marketing technology to bridge the gap between marketing and IT.

And then just throw up your hands and sigh. Or scream.

Because there are more products in more categories — from CRM and e-commerce to content marketing and sales enablement — than even the most perceptive marketing technologist can wrap her head around.

This was the reality that more than 1,000 participants grappled with at the two-day MarTech conference in San Francisco this week.

The marketing software vendor landscape is twice as big as it was last year. Gerry Murray of IDC, one of the conference speakers, estimated that the worldwide market for marketing software was more than $20 billion last year — and will grow to more than $32 billion in 2018.

But as we've told you before, bigger isn't necessarily better. And more choices rarely make the marketer's job easier, contrary to popular misconception.

Can You Engage Customers Earlier in the Sales Cycle?

It's been a few years since Forrester Research came out with the eye-popping statistic that "buyers might be anywhere from two-thirds to 90 percent of the way through their purchase journey before they reach out to the vendor."

What's more, for many product categories, "buyers put off talking with salespeople until they are ready for price quotes."

But it wasn't until the last year or so that the customer relationship management (CRM) industry really took note of this trend and started making changes to its product sets and functionality. There were some exceptions, of course – and it's in this group that Demandbase chief product officer Avanish Sahai includes himself and his company.

"The question we are continually asking ourselves is how to raise the marketing funnel, " he tells CMSWire. "How can we better engage with the prospect in that part of the cycle, when buyers are so aggressively seeking out information but bypassing sales."

How Do You Make Sense of Too Much #MarTech?

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Scott Brinker probably didn't shock any participants at the MarTech conference in San Francisco this week.

In fact, it seemed, he reiterated a lot of what they already know.

The marketing technology landscape is evolving rapidly. There are twice as many companies in the space now — nearly 2,000 — than last year. MarTech is a hot topic in the business world. 

But Brinker, co-founder and chief technology officer of ion interactive, the author of the Chief Marketing Technologist blog and a CMSWire contributing author, seemed to get their attention anyway.

“Marketing today isn't about getting buyers to picture your narrative. It's about getting them to experience it,” he said.

And that's really what the two-day conference was: It was an experience, a chance to bring together more than 1,000 delegates and 65 exhibitors to share problems, solutions and ideas about a cluttered tech space.

Have Microservices Rendered SOA Obsolete?

Service-oriented architecture (SOA) was once a topic hot enough to fill its own magazine. In fact, SOA was the first software development methodology to ever successfully pierce the realm of business management.

It was an endeavor that had to be undertaken not only with rigor but also with rigidity. There was One Way to accomplish SOA — or no way at all.

“For each activity we need to define: what needs to be done, how it should be done, who should do it, [and] how it should be measured,” said SOA Magazine as recently as October 2009. “The potential benefits of SOA may not be achieved without the enforcement rigor around development, deployment and operational management of services across the enterprise.”

Cue the Dragnet music. (In a moment, the results of that trial.)

The Real Mad Man Says: Creating Buzz is Not Creating a Brand

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Keith Reinhard is unlikely to confirm speculation that he's the legend behind the legendary Don Draper on AMC's long running Mad Men — even on the eve of the series finale.

After all, Reinhard has yet to confirm another piece of eternal speculation: A rumor that he paid a guy at his ad agency $50 to chase a "beautiful young woman, now my beautiful wife of 38 years, into my office."

Starting to see the parallels with Don Draper? So did Ad Age, which recently referred to Reinhard as one of the stars of the "Real Mad Men Diaries:"

Don Draper and Peggy Olson might be pitching Burger Chef on "Mad Men," but in real life during that time Keith Reinhard, then a creative at Chicago's Needham Harper & Steers, was busy landing McDonald's for the agency. At the time, the fast-feeder was just going national and it had a massive budget by 1970 standards: $35 million."

Reinhard is the chairman emeritus of DDB Worldwide, one of the world's largest advertising agency networks with 206 offices in 96 countries.

Enterprise Mobile Messaging Not All the Rage

Enterprise mobile messaging is hot. Or is it?

Researchers at the Framingham, Mass.-based International Data Corporation (IDC) discovered sending messages through a mobile device may not exactly be setting the world on fire.

Business don't engage with mobile messaging technology (specifically SMS, MMS and push notifications) for operations, employee engagement and customer communications as much as some may think.

Oracle Fattens Its Marketing Cloud #MME15

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Oracle takes its turn on the marketing cloud technology stage today by announcing enhancements to its marketing cloud suite.

The news comes during its Modern Marketing Experience conference at the Venetian Hotel in Las Vegas.

The Redwood City, Calif.-based tech giant announces integrations that marry its marketing technology acquisitions with its e-commerce and web content management systems.

"We have comprehensive solutions for any type of industry," John Stetic, vice president of products at Oracle Marketing Cloud, told CMSWire in an interview before the conference. "And the scale at which we can operate really does differentiate ourselves. We're Oracle from an enterprise scale point of view. We can orchestrate great experiences and unify data at an enterprise scale across all different types of industries. No one else can do that to the extent we do."

Who Is Your Weakest Link? The Risks of Cloud Partners

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Think your organization is safe if it minds its own security?

Think again.

You’ve also got to worry about security at all those companies you associate with, from suppliers and consulting firms to PR agencies, systems integrators, event planners and even heating and cooling vendors.

When 2 Worlds Collide: Marketing, IT Come Together at #MarTech

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The best products or services are only as good as the tools you have to market them effectively. That's a simple business reality, and one MarTech — the marketing technology conference — seeks to address.

Promoted as a vendor-agnostic forum, the second MarTech conference will take place tomorrow and Wednesday in San Francisco.

More than 1,000 delegates and 65 exhibiting companies will attend the event. The conference offers insight about marketing technologies and ways to integrate them into marketing strategies and operations

The inaugural MarTech conference was in Boston last year.

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