While presenting Tuesday at Pivot Conference, Scott Brinker, president and CTO of ion interactive, explained why he believes organizations should take the next step toward digital proficiency by fostering a new breed of executives — the chief marketing technologist. Brinker explains this type of executive as:
“… someone who has a hybrid between business and technology, a strong background in engineering and IT, is an early adopter of technology, but someone who also understands the pragmatic realities of scaling technology. But most importantly, someone who brings those skills and combines them with a deep love and passion for the marketing mix. This is a technologist that reports to the CMO, not the CIO.”
Traditionally, organizations silo functions into categories — communications, finance, creative, operations, and of course, marketing and technology, to name a few. Brinker’s case for the Chief Marketing Technologist has legs, especially as marketing and technology functions are becoming increasingly intertwined. Your company may have seasoned marketers and top-of-the-line technologists, but it takes those who are dually knowledgeable in both marketing and technology to really make the right moves in Internet marketing, as they are the ones who really understand the way the web works and what’s possible for marketing from a technological point of view.
Below are three missions that Brinker believes a Chief Marketing Technologist would be uniquely poised to tackle. We caught up with Brinker after his presentation and he elaborated on each of these points. Read on to see what he had to say and add your thoughts in the comments below.
1. Translating Strategy into Technology
The first mission for a chief marketing technologist should be to “collaborate with the CMO on translating strategies into technology with much higher fidelity, and vice-versa — also help in revealing new opportunities that technologies provide for new strategies,” Brinker said.
In our follow-up, Brinker explained the importance of having a middle ground between marketing and technology, in particular due to the lack of cohesion between marketing and tech jargon. “One of the challenges we see between marketing and the people who provide technology to marketers, whether it’s the IT department or outside vendors,” he said, “is that marketers have a certain language and nomenclature that they use to communicate their vision. And vice-versa, technologists spend years learning their lingo and perspective on the world.
“The idea of a marketing technologist is someone who’s natively versed in both languages and understands the concepts of what’s in technology and what’s in marketing, and they can serve as the translator,” he concluded.
2. Choreographing Technology Across Marketing
“Choreograph the entire collection of marketing, technology and data that we see throughout the organization. Find ways to tap the synergy between all of these different components,” Brinker suggested.
We asked Brinker what this might entail for a chief marketing technologist, including the type of data that he was referencing. He explained, “All of this technology that’s popping up all over marketing — web analytics, marketing automation, advertising behavioral segmentation — are all fairly sophisticated on their own. The problem is that behind the scenes, they don’t talk very well together. It’s not because the products can’t talk together — it’s because there isn’t really anyone connecting the dots.”
The effect of not having someone like a marketing technologist to bridge the gap between various data banks is an overload of inefficiently used data. “I think what we’re seeing here is more and more data,” Brinker said, “that there’s no one really finding ways of taking data from the web analytics, for instance, and feeding that into our conversion optimization testing. How do we take the experiences someone has on a conversion optimization path and feed that into the marketing optimization system?”
3. Infusing Tech into the Company’s Marketing DNA
“Perhaps most importantly, is to infuse technology into the DNA of marketing itself — our practices, our people, our culture,” Brinker said.
He recommended “having people on your team, in your group that have physical proximity to you who really get the technology, because they’re as eager to hear from you about marketing objectives and strategies, [as they are] to talk about what they’re doing in technology.”
Brinker explained that having technology-versed team members on a team helps facilitate “natural osmosis by raising the [level of] technical proficiency and familiarity” of an organization. He believes that a marketing technologist’s role is to seek out marketing candidates who have technical backgrounds. Employing tech-savvy people is a step toward infusing technology into a company’s culture and DNA.
Does your company support a position similar to Brinker’s proposed chief marketing technologist? If so, let us know in the comments.
See Brinker’s full presentation from the Pivot Conference below:
Trouble and trends, they say, come in threes. Today, a trifecta of deals shows how old-school web companies are engaging in a little retail therapy because they must, and because Wall Street has given them the equivalent of a year-end bonus, thanks to an uplift in tech stocks.
- Amazon is buying Quidsi, the parent of Diapers.com, for $500 million in cash, or roughly 3 times Quidsi’s 2009 sales. Diapers.com is a hit with the mommy set and is on target to generate $300 million in sales for 2010. Amazon will assume $45 million in debt as well.
- QuinStreet, an online marketing and lead-generation company is buying CarInsurance.com for $49.7 million in cash and is expanding its footprint in the insurance business. CarInsurance.com, as the name suggests, sells car insurance online and provides leads to automobile insurers.
- Shutterfly, an online photo service, bought the assets of WMSG Inc., for $6 million and will use these to expand its commercial print-on-demand business. WSMG was in the business of helping deliver direct-marketing campaigns for large companies like Toyota and Dell
Now, while we all like to obsess about what company Google will buy next, the recent wave of M&A shows that it’s actually these old school web companies of a certain age that are looking at a current boom in tech stocks as a way to bolster their businesses. A report from the National Venture Capital Association (NVCA) recently noted that during the third quarter of 2010, there were 104 mergers, a trend they expected to continue. And why not?
Over the past two months, the tech-heavy NASDAQ composite is up almost 500 points or roughly 18.5 percent to over 2800. According to a report in the Wall Street Journal, the tech stocks in the S&P 500 are trading at 13.9 times their forward earnings, versus the average of 12.7 times for the entire index. The current rally in technology stocks is driven by profits and growing sales for companies such as QuinStreet and Amazon.
QuinStreet’s stock is up 60 percent over the past three months, while Amazon has seen its stock jump 40 percent since early September, and Shutterfly shares have climbed over 35 percent since August of this year. Positive earnings are only adding to their coffers, which in turn means they can be used to beef up their businesses.
For related research check out GigaOM Pro (subscription required):
- Cleantech Financing Trends 2010 & Beyond
- Report: U.S. Mobile Venture Capital Investment, Q2 2010
- Motives and Possibilities for a Big Apple Acquisition
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Fox <b>News</b> President: Jon Stewart Is Crazy And NPR Is Run By Nazis <b>...</b>
The second part of The Daily Beast's interview with Fox News president Roger Ailes is out today, and Ailes' encore doesn't disappoint. He responded harshly to Jon Stewart's pervasive criticism of cable news and had some tough, ...
Brad Friedman and Desi Doyen: Green <b>News</b> Report: November 18, 2010 <b>...</b>
IN 'GREEN NEWS EXTRA' (see links below): Tea Party: Smart development is really a global conspiracy; EPA: Major US cities violate lead standards; UN, World Bank say act now on climate change or pay much more later; Illinois Spending $2M ...
Sen. Rockefeller: FCC should shut down Fox <b>News</b> and MSNBC « Hot Air
You see, Rockefeller says he hungers for quality news and believes that the FCC should play a part in facilitating that end. He believes that without the extremes of Fox News and MSNBC, the American people would have more faith in their ...
bench craft company
While presenting Tuesday at Pivot Conference, Scott Brinker, president and CTO of ion interactive, explained why he believes organizations should take the next step toward digital proficiency by fostering a new breed of executives — the chief marketing technologist. Brinker explains this type of executive as:
“… someone who has a hybrid between business and technology, a strong background in engineering and IT, is an early adopter of technology, but someone who also understands the pragmatic realities of scaling technology. But most importantly, someone who brings those skills and combines them with a deep love and passion for the marketing mix. This is a technologist that reports to the CMO, not the CIO.”
Traditionally, organizations silo functions into categories — communications, finance, creative, operations, and of course, marketing and technology, to name a few. Brinker’s case for the Chief Marketing Technologist has legs, especially as marketing and technology functions are becoming increasingly intertwined. Your company may have seasoned marketers and top-of-the-line technologists, but it takes those who are dually knowledgeable in both marketing and technology to really make the right moves in Internet marketing, as they are the ones who really understand the way the web works and what’s possible for marketing from a technological point of view.
Below are three missions that Brinker believes a Chief Marketing Technologist would be uniquely poised to tackle. We caught up with Brinker after his presentation and he elaborated on each of these points. Read on to see what he had to say and add your thoughts in the comments below.
1. Translating Strategy into Technology
The first mission for a chief marketing technologist should be to “collaborate with the CMO on translating strategies into technology with much higher fidelity, and vice-versa — also help in revealing new opportunities that technologies provide for new strategies,” Brinker said.
In our follow-up, Brinker explained the importance of having a middle ground between marketing and technology, in particular due to the lack of cohesion between marketing and tech jargon. “One of the challenges we see between marketing and the people who provide technology to marketers, whether it’s the IT department or outside vendors,” he said, “is that marketers have a certain language and nomenclature that they use to communicate their vision. And vice-versa, technologists spend years learning their lingo and perspective on the world.
“The idea of a marketing technologist is someone who’s natively versed in both languages and understands the concepts of what’s in technology and what’s in marketing, and they can serve as the translator,” he concluded.
2. Choreographing Technology Across Marketing
“Choreograph the entire collection of marketing, technology and data that we see throughout the organization. Find ways to tap the synergy between all of these different components,” Brinker suggested.
We asked Brinker what this might entail for a chief marketing technologist, including the type of data that he was referencing. He explained, “All of this technology that’s popping up all over marketing — web analytics, marketing automation, advertising behavioral segmentation — are all fairly sophisticated on their own. The problem is that behind the scenes, they don’t talk very well together. It’s not because the products can’t talk together — it’s because there isn’t really anyone connecting the dots.”
The effect of not having someone like a marketing technologist to bridge the gap between various data banks is an overload of inefficiently used data. “I think what we’re seeing here is more and more data,” Brinker said, “that there’s no one really finding ways of taking data from the web analytics, for instance, and feeding that into our conversion optimization testing. How do we take the experiences someone has on a conversion optimization path and feed that into the marketing optimization system?”
3. Infusing Tech into the Company’s Marketing DNA
“Perhaps most importantly, is to infuse technology into the DNA of marketing itself — our practices, our people, our culture,” Brinker said.
He recommended “having people on your team, in your group that have physical proximity to you who really get the technology, because they’re as eager to hear from you about marketing objectives and strategies, [as they are] to talk about what they’re doing in technology.”
Brinker explained that having technology-versed team members on a team helps facilitate “natural osmosis by raising the [level of] technical proficiency and familiarity” of an organization. He believes that a marketing technologist’s role is to seek out marketing candidates who have technical backgrounds. Employing tech-savvy people is a step toward infusing technology into a company’s culture and DNA.
Does your company support a position similar to Brinker’s proposed chief marketing technologist? If so, let us know in the comments.
See Brinker’s full presentation from the Pivot Conference below:
Trouble and trends, they say, come in threes. Today, a trifecta of deals shows how old-school web companies are engaging in a little retail therapy because they must, and because Wall Street has given them the equivalent of a year-end bonus, thanks to an uplift in tech stocks.
- Amazon is buying Quidsi, the parent of Diapers.com, for $500 million in cash, or roughly 3 times Quidsi’s 2009 sales. Diapers.com is a hit with the mommy set and is on target to generate $300 million in sales for 2010. Amazon will assume $45 million in debt as well.
- QuinStreet, an online marketing and lead-generation company is buying CarInsurance.com for $49.7 million in cash and is expanding its footprint in the insurance business. CarInsurance.com, as the name suggests, sells car insurance online and provides leads to automobile insurers.
- Shutterfly, an online photo service, bought the assets of WMSG Inc., for $6 million and will use these to expand its commercial print-on-demand business. WSMG was in the business of helping deliver direct-marketing campaigns for large companies like Toyota and Dell
Now, while we all like to obsess about what company Google will buy next, the recent wave of M&A shows that it’s actually these old school web companies of a certain age that are looking at a current boom in tech stocks as a way to bolster their businesses. A report from the National Venture Capital Association (NVCA) recently noted that during the third quarter of 2010, there were 104 mergers, a trend they expected to continue. And why not?
Over the past two months, the tech-heavy NASDAQ composite is up almost 500 points or roughly 18.5 percent to over 2800. According to a report in the Wall Street Journal, the tech stocks in the S&P 500 are trading at 13.9 times their forward earnings, versus the average of 12.7 times for the entire index. The current rally in technology stocks is driven by profits and growing sales for companies such as QuinStreet and Amazon.
QuinStreet’s stock is up 60 percent over the past three months, while Amazon has seen its stock jump 40 percent since early September, and Shutterfly shares have climbed over 35 percent since August of this year. Positive earnings are only adding to their coffers, which in turn means they can be used to beef up their businesses.
For related research check out GigaOM Pro (subscription required):
- Cleantech Financing Trends 2010 & Beyond
- Report: U.S. Mobile Venture Capital Investment, Q2 2010
- Motives and Possibilities for a Big Apple Acquisition
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Fox <b>News</b> President: Jon Stewart Is Crazy And NPR Is Run By Nazis <b>...</b>
The second part of The Daily Beast's interview with Fox News president Roger Ailes is out today, and Ailes' encore doesn't disappoint. He responded harshly to Jon Stewart's pervasive criticism of cable news and had some tough, ...
Brad Friedman and Desi Doyen: Green <b>News</b> Report: November 18, 2010 <b>...</b>
IN 'GREEN NEWS EXTRA' (see links below): Tea Party: Smart development is really a global conspiracy; EPA: Major US cities violate lead standards; UN, World Bank say act now on climate change or pay much more later; Illinois Spending $2M ...
Sen. Rockefeller: FCC should shut down Fox <b>News</b> and MSNBC « Hot Air
You see, Rockefeller says he hungers for quality news and believes that the FCC should play a part in facilitating that end. He believes that without the extremes of Fox News and MSNBC, the American people would have more faith in their ...
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Fox <b>News</b> President: Jon Stewart Is Crazy And NPR Is Run By Nazis <b>...</b>
The second part of The Daily Beast's interview with Fox News president Roger Ailes is out today, and Ailes' encore doesn't disappoint. He responded harshly to Jon Stewart's pervasive criticism of cable news and had some tough, ...
Brad Friedman and Desi Doyen: Green <b>News</b> Report: November 18, 2010 <b>...</b>
IN 'GREEN NEWS EXTRA' (see links below): Tea Party: Smart development is really a global conspiracy; EPA: Major US cities violate lead standards; UN, World Bank say act now on climate change or pay much more later; Illinois Spending $2M ...
Sen. Rockefeller: FCC should shut down Fox <b>News</b> and MSNBC « Hot Air
You see, Rockefeller says he hungers for quality news and believes that the FCC should play a part in facilitating that end. He believes that without the extremes of Fox News and MSNBC, the American people would have more faith in their ...
bench craft company
While presenting Tuesday at Pivot Conference, Scott Brinker, president and CTO of ion interactive, explained why he believes organizations should take the next step toward digital proficiency by fostering a new breed of executives — the chief marketing technologist. Brinker explains this type of executive as:
“… someone who has a hybrid between business and technology, a strong background in engineering and IT, is an early adopter of technology, but someone who also understands the pragmatic realities of scaling technology. But most importantly, someone who brings those skills and combines them with a deep love and passion for the marketing mix. This is a technologist that reports to the CMO, not the CIO.”
Traditionally, organizations silo functions into categories — communications, finance, creative, operations, and of course, marketing and technology, to name a few. Brinker’s case for the Chief Marketing Technologist has legs, especially as marketing and technology functions are becoming increasingly intertwined. Your company may have seasoned marketers and top-of-the-line technologists, but it takes those who are dually knowledgeable in both marketing and technology to really make the right moves in Internet marketing, as they are the ones who really understand the way the web works and what’s possible for marketing from a technological point of view.
Below are three missions that Brinker believes a Chief Marketing Technologist would be uniquely poised to tackle. We caught up with Brinker after his presentation and he elaborated on each of these points. Read on to see what he had to say and add your thoughts in the comments below.
1. Translating Strategy into Technology
The first mission for a chief marketing technologist should be to “collaborate with the CMO on translating strategies into technology with much higher fidelity, and vice-versa — also help in revealing new opportunities that technologies provide for new strategies,” Brinker said.
In our follow-up, Brinker explained the importance of having a middle ground between marketing and technology, in particular due to the lack of cohesion between marketing and tech jargon. “One of the challenges we see between marketing and the people who provide technology to marketers, whether it’s the IT department or outside vendors,” he said, “is that marketers have a certain language and nomenclature that they use to communicate their vision. And vice-versa, technologists spend years learning their lingo and perspective on the world.
“The idea of a marketing technologist is someone who’s natively versed in both languages and understands the concepts of what’s in technology and what’s in marketing, and they can serve as the translator,” he concluded.
2. Choreographing Technology Across Marketing
“Choreograph the entire collection of marketing, technology and data that we see throughout the organization. Find ways to tap the synergy between all of these different components,” Brinker suggested.
We asked Brinker what this might entail for a chief marketing technologist, including the type of data that he was referencing. He explained, “All of this technology that’s popping up all over marketing — web analytics, marketing automation, advertising behavioral segmentation — are all fairly sophisticated on their own. The problem is that behind the scenes, they don’t talk very well together. It’s not because the products can’t talk together — it’s because there isn’t really anyone connecting the dots.”
The effect of not having someone like a marketing technologist to bridge the gap between various data banks is an overload of inefficiently used data. “I think what we’re seeing here is more and more data,” Brinker said, “that there’s no one really finding ways of taking data from the web analytics, for instance, and feeding that into our conversion optimization testing. How do we take the experiences someone has on a conversion optimization path and feed that into the marketing optimization system?”
3. Infusing Tech into the Company’s Marketing DNA
“Perhaps most importantly, is to infuse technology into the DNA of marketing itself — our practices, our people, our culture,” Brinker said.
He recommended “having people on your team, in your group that have physical proximity to you who really get the technology, because they’re as eager to hear from you about marketing objectives and strategies, [as they are] to talk about what they’re doing in technology.”
Brinker explained that having technology-versed team members on a team helps facilitate “natural osmosis by raising the [level of] technical proficiency and familiarity” of an organization. He believes that a marketing technologist’s role is to seek out marketing candidates who have technical backgrounds. Employing tech-savvy people is a step toward infusing technology into a company’s culture and DNA.
Does your company support a position similar to Brinker’s proposed chief marketing technologist? If so, let us know in the comments.
See Brinker’s full presentation from the Pivot Conference below:
Trouble and trends, they say, come in threes. Today, a trifecta of deals shows how old-school web companies are engaging in a little retail therapy because they must, and because Wall Street has given them the equivalent of a year-end bonus, thanks to an uplift in tech stocks.
- Amazon is buying Quidsi, the parent of Diapers.com, for $500 million in cash, or roughly 3 times Quidsi’s 2009 sales. Diapers.com is a hit with the mommy set and is on target to generate $300 million in sales for 2010. Amazon will assume $45 million in debt as well.
- QuinStreet, an online marketing and lead-generation company is buying CarInsurance.com for $49.7 million in cash and is expanding its footprint in the insurance business. CarInsurance.com, as the name suggests, sells car insurance online and provides leads to automobile insurers.
- Shutterfly, an online photo service, bought the assets of WMSG Inc., for $6 million and will use these to expand its commercial print-on-demand business. WSMG was in the business of helping deliver direct-marketing campaigns for large companies like Toyota and Dell
Now, while we all like to obsess about what company Google will buy next, the recent wave of M&A shows that it’s actually these old school web companies of a certain age that are looking at a current boom in tech stocks as a way to bolster their businesses. A report from the National Venture Capital Association (NVCA) recently noted that during the third quarter of 2010, there were 104 mergers, a trend they expected to continue. And why not?
Over the past two months, the tech-heavy NASDAQ composite is up almost 500 points or roughly 18.5 percent to over 2800. According to a report in the Wall Street Journal, the tech stocks in the S&P 500 are trading at 13.9 times their forward earnings, versus the average of 12.7 times for the entire index. The current rally in technology stocks is driven by profits and growing sales for companies such as QuinStreet and Amazon.
QuinStreet’s stock is up 60 percent over the past three months, while Amazon has seen its stock jump 40 percent since early September, and Shutterfly shares have climbed over 35 percent since August of this year. Positive earnings are only adding to their coffers, which in turn means they can be used to beef up their businesses.
For related research check out GigaOM Pro (subscription required):
- Cleantech Financing Trends 2010 & Beyond
- Report: U.S. Mobile Venture Capital Investment, Q2 2010
- Motives and Possibilities for a Big Apple Acquisition
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Fox <b>News</b> President: Jon Stewart Is Crazy And NPR Is Run By Nazis <b>...</b>
The second part of The Daily Beast's interview with Fox News president Roger Ailes is out today, and Ailes' encore doesn't disappoint. He responded harshly to Jon Stewart's pervasive criticism of cable news and had some tough, ...
Brad Friedman and Desi Doyen: Green <b>News</b> Report: November 18, 2010 <b>...</b>
IN 'GREEN NEWS EXTRA' (see links below): Tea Party: Smart development is really a global conspiracy; EPA: Major US cities violate lead standards; UN, World Bank say act now on climate change or pay much more later; Illinois Spending $2M ...
Sen. Rockefeller: FCC should shut down Fox <b>News</b> and MSNBC « Hot Air
You see, Rockefeller says he hungers for quality news and believes that the FCC should play a part in facilitating that end. He believes that without the extremes of Fox News and MSNBC, the American people would have more faith in their ...
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Fox <b>News</b> President: Jon Stewart Is Crazy And NPR Is Run By Nazis <b>...</b>
The second part of The Daily Beast's interview with Fox News president Roger Ailes is out today, and Ailes' encore doesn't disappoint. He responded harshly to Jon Stewart's pervasive criticism of cable news and had some tough, ...
Brad Friedman and Desi Doyen: Green <b>News</b> Report: November 18, 2010 <b>...</b>
IN 'GREEN NEWS EXTRA' (see links below): Tea Party: Smart development is really a global conspiracy; EPA: Major US cities violate lead standards; UN, World Bank say act now on climate change or pay much more later; Illinois Spending $2M ...
Sen. Rockefeller: FCC should shut down Fox <b>News</b> and MSNBC « Hot Air
You see, Rockefeller says he hungers for quality news and believes that the FCC should play a part in facilitating that end. He believes that without the extremes of Fox News and MSNBC, the American people would have more faith in their ...
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Fox <b>News</b> President: Jon Stewart Is Crazy And NPR Is Run By Nazis <b>...</b>
The second part of The Daily Beast's interview with Fox News president Roger Ailes is out today, and Ailes' encore doesn't disappoint. He responded harshly to Jon Stewart's pervasive criticism of cable news and had some tough, ...
Brad Friedman and Desi Doyen: Green <b>News</b> Report: November 18, 2010 <b>...</b>
IN 'GREEN NEWS EXTRA' (see links below): Tea Party: Smart development is really a global conspiracy; EPA: Major US cities violate lead standards; UN, World Bank say act now on climate change or pay much more later; Illinois Spending $2M ...
Sen. Rockefeller: FCC should shut down Fox <b>News</b> and MSNBC « Hot Air
You see, Rockefeller says he hungers for quality news and believes that the FCC should play a part in facilitating that end. He believes that without the extremes of Fox News and MSNBC, the American people would have more faith in their ...
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Fox <b>News</b> President: Jon Stewart Is Crazy And NPR Is Run By Nazis <b>...</b>
The second part of The Daily Beast's interview with Fox News president Roger Ailes is out today, and Ailes' encore doesn't disappoint. He responded harshly to Jon Stewart's pervasive criticism of cable news and had some tough, ...
Brad Friedman and Desi Doyen: Green <b>News</b> Report: November 18, 2010 <b>...</b>
IN 'GREEN NEWS EXTRA' (see links below): Tea Party: Smart development is really a global conspiracy; EPA: Major US cities violate lead standards; UN, World Bank say act now on climate change or pay much more later; Illinois Spending $2M ...
Sen. Rockefeller: FCC should shut down Fox <b>News</b> and MSNBC « Hot Air
You see, Rockefeller says he hungers for quality news and believes that the FCC should play a part in facilitating that end. He believes that without the extremes of Fox News and MSNBC, the American people would have more faith in their ...
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Fox <b>News</b> President: Jon Stewart Is Crazy And NPR Is Run By Nazis <b>...</b>
The second part of The Daily Beast's interview with Fox News president Roger Ailes is out today, and Ailes' encore doesn't disappoint. He responded harshly to Jon Stewart's pervasive criticism of cable news and had some tough, ...
Brad Friedman and Desi Doyen: Green <b>News</b> Report: November 18, 2010 <b>...</b>
IN 'GREEN NEWS EXTRA' (see links below): Tea Party: Smart development is really a global conspiracy; EPA: Major US cities violate lead standards; UN, World Bank say act now on climate change or pay much more later; Illinois Spending $2M ...
Sen. Rockefeller: FCC should shut down Fox <b>News</b> and MSNBC « Hot Air
You see, Rockefeller says he hungers for quality news and believes that the FCC should play a part in facilitating that end. He believes that without the extremes of Fox News and MSNBC, the American people would have more faith in their ...
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