Why the CIO & CMO Must Come Together over Big Data

www.RivalIQ.comDigital Marketing Analytics with a Competitive Edge

Digital Marketing Analytics

with a Competitive Edge

Margaret Dawson, CMO, Rival IQ@seattledawson

Why the CIO & CMO

Must Come Together over Big Data

December 10, 2014

www.RivalIQ.comDigital Marketing Analytics with a Competitive Edge2

Bow Down to Big Data!

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This Sounds Familiar . . . .

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It’s the new shiny penny

What is Big Data?

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Amazon.com has been doing big data work since 1998

Well . . . it’s Not Completely New

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But it’s REALLY BIG, right?

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Digital Data Growth is Huge. . .

➡ 50 Zettabytes of digitally stored data by 2020

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But It Isn’t Necessarily MASSIVE

➡ Big data is relative

➡ It’s not so much the size

but what you need to do

with it

➡ And the time required to

process it


But . . .It IS all about

the DATA, right?

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Yes . . . All Kinds of Data

Structured

Unstructured


c

Sometimes It’s Not the “Data” Itself

“one person’s data is another person’s metadata”

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Gartner’s 3 V’s of Big Data. . .

Volume

Velocity

Variety

Source: Gartner 1212


Isn’t Big Data Just

BI on Steroids?

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BIG Difference between BI & Big Data

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Data Subsets

Historical

Structured Data

Single Source or Application

Static

Private Data

Data growth as a burden to

manage

ALL Data & Meta Data

Near Real-time

Structured & Unstructured

Multiple sources / Apps

Dynamic

Private & Public

Data as a new source of

competitive opportunity

Partial Source: Stuart Miniman, Wikibon, Senior Analyst 14


Official Definition

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➡ McKinsey: “Datasets whose size is beyond the ability of typical database software tools to capture, store, manage and analyze”

➡ I would add . . .That requires massively parallel and/or distributed software (systems) running on tens, hundreds, or even thousands of servers (clouds)”

Source: McKinsey Global Institute: Big data: the next frontier for innovation, competition and productivity

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Who Owns Big Data?

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➡CIO?

➡Security Officer?

➡Network Admin?

➡CMO?

➡CFO?

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By 2017, the Chief Marketing Officer (CMO) will manage a bigger IT budget

than the Chief Information Officer (CIO).

Source: Gartner Inc.


True or

False?

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The Truth? The CMO needs IT’s help

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Big Data is the Key!

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It’s Time to Bridge the Gap

CMO

CIO

• Security & Compliance

• Release management

• Social media

• Lead generation

• Revenue

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What is the CMO Facing?

Data overload

Multiple digital channels

Too many tools & solutions

Pressure to impact business

New skill set requirements – more

technical and analytical

Must have a clear database and

analytics strategy

Data management and analysis a

huge concern

What is the CIO Facing?

Data overload

Complex multi-vendor infrastructure

Too many rogue clouds & IT solutions

Pressure to impact business

New skill set requirements – more

business savvy

Must have a clear big data & cloud

strategy

Data management and security a huge

concern

The two have more in common than they realize

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9 Steps to CMO / CIO Success with Big Data


1. Start with Business Outcome Goals

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2. Create a Joint Big Data Plan

What are all the sources of data?

What intelligence do we need?

What are our security

requirements? 25


3. Shift to IT as a Service

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4. Jointly Evaluate Vendors / Solutions

What does CMO own? What does CIO own?

Solution requirements Technical requirements

Data sources Data security

Ease of use Integration

Solution management API management

Data analysis Data aggregation

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Example Big Data Technologies & Solutions

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5. Shut down insecure big data & cloud solutions

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Set clear policies and stick to them

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6. Hire people with the right skills

• Data Scientists

• Business Analysts

• DBA’s

• UX/UI experts

• Digital Media

strategists

• Content writers

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7. Create a growth hacker culture

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8. Be Agile

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9. Watch Out for Big Data “Gotchas”

• Cost

• Management

• Design / Architecture

• Storage

• Visualization

• Integration

• Security

• Legal Ramifications

• Data Privacy laws

• Compliance regulations

• Security breaches

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How can this make YOU successful?

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Thank You

[email protected]

@seattledawson

Technology

Why the CIO & CMO Must Come Together over Big Data