28 Jan The CMO As A CTO: Streamline Data With Google Marketing Platform
The Challenge: Data Considerations As A CMO
Constant change in the digital marketing space is a theme that CMOs understand very well, and there’s a lot of buzz in the industry about changes specifically to the role of the CMO. Sometimes the CMO also serves as CTO or CIO, and the role morphs into a hybrid version of a CMO. But in reality, many CMOs don’t want to take on any aspects of a CTO or CIO position. They want to remain a CMO.
This can be a significant challenge when the ever-changing digital marketing space requires CMOs have a data-driven approach to previously conventional aspects of marketing such as brand recall, acquisition, and distribution.
CMOs and marketers, at any level, need to have a data-driven approach to building brand awareness and driving sales. They need to navigate through the significant roadblocks created by scattered data- all while working within a set budget, towards set goals.
There are also contracts and agreements with multiple vendors, platforms, and agencies to consider. Finally, CMOs have to consider the buckets of data coming in from paid and organic search as well as social, display, and email. So how do they approach their role with added considerations for data analytics? A hybrid role where a CMO takes on the part of a CTO role isn’t necessarily the best solution.
The Solution: Single Stack Marketing With Google Marketing Platform
The right technology allows the CMO to activate data so that they can get a holistic view of the consumer and their behavior through both online and offline data. Data becomes streamlined so that it acts as the currency powering growth for the business. And the best way to streamline data is through a single stack solution, such as Google Marketing Platform.
Single-stack solutions often raise concerns about cost and how long they take to implement, but if CMOs want to remain CMOS, they need a tool that helps them understand the same concepts as CTO, but in a way that is more applicable to the specific goals CMOs. They need a solution that considers the complexities of the customer journey path-to-purchase, and they need to evaluate the effectiveness of their marketing beyond a single channel.
CMOs and marketing teams need a solution that has everything in one place, yet doesn’t require them to be a techie, and more importantly- doesn’t expect them to become a CTO. Google Marketing Platform offers a central repository for all data, from display to search and social. It provides a one-stop-shop for data analytics across all of your marketing channels. The result? Streamlined data that is accessible to the CMO and CTO, with more efficient turnaround time between gathering data, and activating it.
While it will continue to be important for CMOs to understand data analytics, Google Marketing Platform helps them maintain their role as a CMO, informed by data without having to shift their position towards a CTO.
To learn about tools in Google Marketing Platform that support a streamlined view of your customer journey data, view our services for platform implementation.