IBM is traditionally a bellweather indicator of ideas that have reached the mainstream.  In 1999 IBM launched its “ebusiness” advertising campaign, bringing the use of the internet into focus for business. Adage reports today that a new IBM campaign is launching introducing the important of marketing analytics for CMOs and C-level business executives.

“Since Big Data is emerging as a prized asset for companies to drive growth and innovation, the corporate marketing function is suddenly emerging as a bigger player in the C-suite,” explained John Kennedy, VP-corporate marketing at IBM. “It’s clear that marketers are increasingly looking for direction on how to interpret the change happening in the function.”

The article also references a recent Gartner report that projects CMOs will be larger buyers of IT services than CIOs by 2017.

CMO’s are often the closest executive representative to the consumers of a company’s product and are therefor in the optimal place to analyze data about preferences and desires around product or service offerings. Customer segmentation is not a new concept and has long been a primary tool in crafting effective communications campaigns but the advent of “big data” is opening up new abilities to microtarget specific customers, even at very large scales.

Understanding specific customers needs and behaviors can significantly influence a wide range of corporate decisions beyond communications strategies.  From product development to support, marketing analytics provides the opportunities for granular insights that have not been possible in the past.

IBM’s Smarter Marketing campaign highlights the advantages of a comprehensive marketing analytics platform. This transformation places the customer and thier experience at the center of all corporate activities, a shift they dub, the Era of the Chief Executive Customer. (PDF)

AT THINK we also believe that marketing analytics is ready for the main stream.  We have developed tools and procedures that lift data from multiple analytics platforms into a narrative that produces actionable insights into your customer’s behaviors.  Gone are the days of simple page views and time on site.  The new world of marketing analytics tracks your customers and potential customers from online conversations in social media, through product research on your digital channels all the way to customer support after the purchase.

Is it time for you to harness the power of marketing analytics to grow your business?  If so, give us a call.