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The data-driven marketer of the future

By Leah Pope | CMO

June 12, 2019 | 3 min read

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As the marketing ecosystem continues to expand, the role of the CMO and our team of marketers is evolving as well. Marketers are using a multitude of channels and platforms to reach their customers where they are-- while this fosters rich opportunity, it also brings added complexity. The fractured landscape makes it difficult for marketers to get a holistic view of their customer data and analyze marketing performance. The power of data and technology provides a solution that gives marketers the tools they need to solve for these challenges through a data-driven approach.

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Through investment in cutting-edge analytics platforms that track performance on every marketing activity, marketers are empowered to gain control of their data. This results in exceptional, intelligent experiences across the entire customer lifecycle. This is the foundation of my approach to marketing and critical to Datorama’s mission. At Datorama, we provide a cloud-based, AI-powered marketing intelligence and analytics platform that acts as a single source of truth for integrating marketing data, tracking campaign performance and analyzing return on investment.

Marketing intelligence tools leverage AI capabilities that allow marketers to integrate all of their disparate data streams and surface insights that enable them to take action, with immediate time to value and no technical skills required. Any marketer can now confidently execute their programs without getting bogged down by the manual processes of data wrangling, data integration and formatting. Armed with accurate and real-time data, marketers can deep dive into campaign performance and optimization, instead of worrying about aggregating and cleansing their data across multiple sources.

The reality of the future of marketing is that the volume and complexity of data is only going to increase. Meanwhile, CMOs face growing pressures to link ROI back to each marketing investment and activity. Advancements in marketing technology make it possible for future marketers to be focused on the bigger picture-- meeting customers with the right content at the right touchpoints and driving growth, which levels up to all C-suite conversations. This is one of my key focuses as a CMO and one that I believe will continue to transform marketing leaders of the future.

Join Leah Pope at The Drum's panel in Cannes on Who is the Marketer of the Future? Sign up here and don't miss out. She will be joined by Nats Sijanta, director marketing communications, Mercedes-Benz Cars,Andrew Geoghegan, global consumer planning director, Diageo and the recently appointed Zaid Al-Qassab, chief marketing officer, Channel 4.

Marketing The Drum Arms Cannes Lions

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