Many marketers are an old-school lot, fancying themselves Mad Men even in the digital era. Thus, embracing technology is tough. True, CMOs are beginning to spend more on tech than their counterparts (the CTOs and CIOs) but that doesn’t necessarily mean they have a clue what they’re doing.
For many CMOs, this tech change is scary. Those who act have the chance to remain relevant and innovative. Those who don’t act could go the way of the dinosaur.
“The stack” at any given company was likely conceived by the chief marketing officer (CMO) and chief technology officer (CTO), but in many businesses — from startups to enterprises — it now stands alone in a marketing technology department. And given recent rapid changes in marketing technology, it may have been built on shaky ground (by today’s standards).
One of the biggest buzzwords ever, it seems, is "Big Data". But what EXACTLY is big data? It might seem a little condescending, but for those who aren’t in the industry, explaining big data requires some “dumbing down.” If you’re in the position to explain this to...