The relationship between a Chief Marketing Officer and Chief Information Officer is increasingly important as our capabilities and collection of data seem to grow exponentially.
Big Data is now a fixture in the marketing department. Across the healthcare industry, we amass more data than we know what to do with. Matching creatives with data miners can help us draw the most out of data, to reach beyond customer insight toward data-driven strategy to drive brand preference, loyalty and growth. Data collection, analysis and reporting is important, but it’s critical to focus on the right data and analyze them in the larger context of all we know about the consumer and marketplace.
Chief Marketer recently published an entertaining piece on five ways to befriend the CIO. But the point made was critical: A strong partnership with the CIO can help marketers decide on the right technology and methodology to collect the right data to make better business choices. “We require more computing power and smart people to look at the data so we know exactly where to invest our marketing dollars.”
Data don’t open infinite doors; marketers need to understand the natural and conceptual limitations of the underlying data and the media marketplace. Integration and collaboration of the CMO and CIO are now at the heart of a true customer-centric approach.
