Big Data Star Wars: the continuation of the CMO and CIO Wars

Large data waves swept through every corner of the enterprise, sweeping the major IT departments. In many enterprises, marketing departments are often the driving factors in the application of large data technologies because they are eager to exploit these technologies to tap into the value of data that has been collected in relation to customers. Last year, Gartner predicted that it would cost more CMO than the CIO as of 2017. "There are some predictions that CMO will soon be the company's commander in the IT industry," said analyst Bob Evans. "I don't agree with that, and in my opinion, the CIO who chooses to look behind the business adjustment strategy in the future will end up reporting to CMO, And the future is the next year or two. ”

A more secure prediction of 2013 's Big data is: What does the business tell the CIO what to do? But for CMO and CIOs, the pressure has only increased, but they live on two different worlds: the CMO are constantly digging into the expanding social and web data world, while CIOs live in a world where demand and IT environments are complex but budgets are shrinking.

In fact, Gartner analyst Jennifer Beck thinks the Star Wars will continue: "No matter how much time you spend with each other, CMO and CIOs living on two planets will always hurt their relationship." "This is mainly due to the current state of CMO and CIOs, because their assessment indicators of different--cio assessment is the total cost of ownership, the assessment of CMO indicators is the return on investment."

Of course, we also see a lot of reports that study the sources of conflict between CMO and CIOs. Infogroup targeting FX and Yesmail Interactive a 700-person survey found that nearly 70% per cent of companies planned to increase investment in big data marketing plans for 2013 and over 50% The companies surveyed plan to increase staff to oversee data work.

In the 2013, marketers wanted to do more work on big data, which meant increasing pressure on it or using cloud-based resources. In addition, more than half of respondents said they would start using real-time data and dig deeper in the coming year to drive more personalized market impact, while 30% said they were starting to consider using big data for marketing. But 80% of respondents plan to use their clients ' social Information to drive marketing competition.

Neolane, who has conducted a survey of 250 marketers, has shown that our marketers are not prepared for the influx of data, and that their plans are lagging behind that trend. 50% of marketers say they are unsure whether their business has a specific strategy to deal with the challenges posed by big data, and more than half of marketers are hinting that they are expanding their teams and investments for new technologies to cope with the exploding numbers of their customers. In addition, 81% of respondents said they were not ready for new rules and regulations for marketing data governance.

Despite this, there is still the power of a large galaxy to drive marketers to use big data, whether they are ready or not. Marketers will increase data-digging activities because they are required to do so-those who live in consumer galaxies. A survey by ExactTarget found that 33% of consumers want marketers to invest more in mail, while 24% want marketers to invest more in branded sites and 22% of consumers want to improve their Facebook experience. The survey also found that in some cases, consumers are more active in online marketing than marketers. For example, 21% of marketers choose to interact with their brands on Facebook, while 31% of consumers interact through smartphones.

After talking about consumer this galaxy, let's take a look at this galaxy where the IT staff lives, after all, their impact on the CMO and CIOs is not to be underestimated, because their skills and productivity determine how companies respond to big data, and CIOs act as CMO to quickly accept large data technologies.

Infochimps A recent survey of 300 IT staff found that the IT team wanted their CIO to have a good understanding of large data projects. Respondents said the biggest challenge facing big data was how to read data from various business applications across the organization. In addition, they argue that the biggest reason for the failure of IT projects is the uncertainty about the scope of the application. Another big Data challenge includes employee education, knowledge of the platform, data analysis talent gap and data processing, analysis and ongoing management capabilities.

Given the increasing and growing data analysis pressures from CMO, and even the pressure of real-time data, IT personnel are beginning to demand more human investment, which has an interesting phenomenon: time and people are always hot topics in big data.

"Figure: The Battle of Cmo-cio"

Nothing is fast! But now 80% of marketers are asking to use real-time data for more marketing campaigns, so Cmo-cio's big data war is just beginning, don't you think?

(Responsible editor: The good of the Legacy)