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Joemktg
August 1, 2017 10:40 AM
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At its most basic, IT represents a means to support the organization and to help the organization realize its goals – whatever they may be. Since organizations and hugely varied in a multitude of ways, from size, format, structure, purpose and so on, it is quite difficult to dumb down what IT does into simple buckets. This picture provides a meant to identify the role of every aspect of IT.
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Joemktg
May 4, 2017 10:10 AM
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Adobe’s IT shop has a group dedicated to managing data insights in constant collaboration with colleagues in marketing. Another IT group works with marketing systems and has developed core marketing business expertise to understand challenges and deliver more effective marketing programs and lead analysis, according to Adobe CIO Cynthia Stoddard.
“We’ve aligned the IT organizations around capabilities and services, and then we have different people in the business that we focus on different subject matter expertise,” she says. “We work very closely with the marketing organization and we definitely have a role.”
The prevailing goal for Stoddard and her colleagues is to take IT and its unnecessary complexities out of the organization. “Whatever we do within IT is to really eliminate IT,” she says. Her group is responsible for implementing self-service tools and making them readily available on any device. While these objectives are most noticeably blurred in the marketing analytics and Software-as-a-Service (SaaS) solutions space, the mission continues throughout Adobe.
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Joemktg
March 13, 2017 9:39 AM
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Scooped by
Joemktg
January 31, 2017 10:30 AM
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Here’s how you can do that:
- Commit to understanding each other
- Loop each other in from the start
- Ask the right security questions early
- Think Holistically: Use tools that connect with other tools
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Scooped by
Joemktg
January 6, 2017 2:14 PM
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*Create the role of chief analytics officer -- Employed by organizations in diverse industries, including Duke University Heath Center, Macy’s, GoDaddy, EY, and even the City of New York, this role is responsible for mapping analytics needs and use cases throughout an organization. With a direct line to the C-suite, chief analytics officers match business needs and problems with analytics technology for answers.
*Form a cross-functional analytics team -- Bringing HR, marketing and other functional personnel together with IT can be one of the most beneficial ways to bridge the gap between IT and end users. Enabling these users to become citizen data scientists and use predictive analytics for their own unique needs creates meaningful results for everyone involved.
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Scooped by
Joemktg
December 19, 2016 11:09 AM
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Scooped by
Joemktg
December 7, 2016 9:50 AM
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While many teams within your organization contribute to your success, one that cannot be overlooked or understated is the relationship with your IT group. As marketing continues to shift and improve, we’ve come to rely on IT to provide expertise on current technology and, perhaps more importantly, to provide a road map that shows where technology will lead, where integration is critical, and how to make the best use of increasingly sophisticated tools.
In the past, marketing teams might have developed their own tools and databases or bought hardware and software without considering whether they had the know-how to maintain the systems — perhaps because IT was seen as a roadblock or didn’t move as fast as marketing thought they should.
At SAS, we’ve learned to embrace the IT team as our partner. Redefining our relationship in terms of accountability to each other was crucial. IT needs to rely on the business to define a direction and establish clear objectives. Marketing needs to rely on IT for technology, integration, and implementation expertise. The care and feeding of the data, the reliability of systems, and an eye toward futures.
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Joemktg
November 3, 2015 9:18 PM
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Scooped by
Joemktg
July 22, 2015 7:49 PM
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"We’re on the edge of a precipice in the enterprise-tech industry, and most people don’t even realize it.
The problem? The technology developments that have driven some of the greatest advancements in business — things like software as a service (SaaS), virtualization and analytics — have come with costs. Not just monetary costs, but also what I call complexity costs.
Shadow IT is essentially defined as skunkworks projects that provide some of the services or capabilities that IT traditionally offers, but that are done without the permission, or even knowledge in some cases, of the IT department. For example, a shadow IT project may leverage a cloud-based service to put together a simplified version of a mobile application like the one described earlier that delivers only, say, 80 percent of the functionality, but in significantly less time.
Many established IT vendors as well as IT departments themselves painted themselves into this complexity corner over the last 10 to 15 years, and the big question now is, how do they get out of it? The truth is there is no easy answer, and as long as companies continue to depend on any older, legacy systems, these kinds of complexity challenges will continue to exist."
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Joemktg
June 30, 2015 10:21 PM
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Let iNeoMarketing create a new approach for your inbound and outbound marketing…and realize more revenue. Contact us.
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Joemktg
March 30, 2015 6:35 PM
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Joemktg
February 18, 2015 8:23 PM
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Scooped by
Joemktg
November 30, 2014 6:34 PM
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Joemktg
July 31, 2014 8:13 PM
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Digest...
Marketers use the most cloud apps in an organization, yet 98 percent of their apps are not “enterprise-ready” and put data at risk, according to a new report on app usage trends by cloud security company Netskope. Enterprises are continuing to adopt cloud apps at a rapid pace, with an average of 508 apps per organization in the second quarter of 2014, up from 461 in the previous quarter, according to the report. Marketing departments, specifically, have seen an increase of 14 apps per enterprise since Q1, for an average total of 61 in use during Q2. But the majority (88.4 percent) of those 500-plus apps are deemed not enterprise-ready, which means they scored a “medium” or “below” on the Cloud Confidence Index. The problem, of course, is that many marketing apps–nearly all of which are not considered enterprise-ready by Netscope–contain customer data. Other factors examined included whether the app enables the auditing of a user, administrator, and data access activities; offers security features, such as support for multifactor authentication, encryption of data at rest, and separation of tenant data in the cloud; and has a well-defined business continuity plan in the event of a technology outage or natural disaster. These include cloud storage apps–one of top categories used by marketing professionals–she said, such as Google Drive, Dropbox, and Box. Other cloud-based apps with a high level of sharing in marketing departments “aren’t apps you’d think about,” such as Evernote, Salesforce, Trello, and Zoho. Often such apps are used to share content with unauthorized users, she said. __________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Joemktg
June 24, 2014 8:50 AM
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Digest...
Here are four easy steps to get IT on your side. -- > Explain objectives. Tell IT what you’re trying to accomplish to help them understand application requirements. IT will map your objectives to theirs and create a two-way checklist. During the selection process IT will send that checklist in the form of a “Request for Information or Proposal” to your preferred vendors. -- > Handling objections. Understand why IT is pushing back. Usually it’s an integration or security concern. Sometimes the objective can be handled with a workaround. But other times, the solution is just a horrible fit and you need to find an alternative. -- > Bribery. When everything goes right, IT goes unnoticed. When something goes wrong, IT gets the blame. Go thank them with a beer for creating solutions that DO make your lives easier, and maybe next time they’ll be much more inclined to help you look for that next solution. -- > Speak their language. When IT is evaluating new technology, they want to first understand how it aligns with their existing architecture in place. Ensure that your technology provider is able to answer questions in a clear, succinct, and proactive manner. This will go a long way to getting IT’s buy-in on and support with new technologies. __________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Joemktg
March 17, 2014 8:00 AM
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____________________________________________________ ► FREE: AgileContent™ delivers more quality content to your market! Get your FREE 14 Day Trial NOW!: http://goo.gl/rzeg79. No credit card required! ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Joemktg
March 14, 2014 8:00 AM
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____________________________________________________ ► FREE: AgileContent™ delivers more quality content to your market! Get your FREE 14 Day Trial NOW!: http://goo.gl/rzeg79. No credit card required! ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Joemktg
February 19, 2014 7:00 AM
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Neustar and Forrester conducted a study of 260 enterprise marketing and IT decision makers to research the alignment between IT and marketing.
Intermediate/ Excerpt...
In today’s age of increasingly connected consumers, market leaders are those who create exceptional digital experiences while protecting customer data. Download this thought leadership paper today to see the results of a Neustar-commissioned study conducted by Forrester Consulting about IT and marketing priorities and concerns, and the different business unit group interactions that enable — or hinder — key business initiatives today. ___________________________________ ► FREE: AgileContent™ delivers more quality content to your market! Get your FREE 14 Day Trial NOW!: http://goo.gl/rzeg79. No credit card required! ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Joemktg
February 11, 2014 6:31 AM
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Attention, IT: As marketing goes all-digital, your CMO needs more from you than back-office support. Are you ready to be a marketing partner?
Advanced/ Digest...
Computerworld caught up with several CMOs and marketing executives to find out what they'd ask of IT if they could speak frankly. Read on to discover their seven key requirements. 1. Understand our new KPIs 2. Deliver on analytics 3. Guide my technology spend... 4. ... but let me run my own systems 5. Loosen the handcuffs, please 6. Teach us how to dive deep 7. Help us meet our customers wherever they are CMOs say they need IT to have a keener understanding of these requirements so they can design systems with the agility that marketing now requires. In many organizations today, marketing handles all customer interactions -- outbound, inbound and those happening on social media -- and they need technology that allows them to interact with customers at any time in any of those media. ___________________________________ ► FREE: AgileContent™ delivers more quality content to your market! Get your FREE 14 Day Trial NOW!: http://goo.gl/rzeg79. No credit card required! ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox: http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Joemktg
April 23, 2013 8:29 AM
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Excerpt...
Three primary segments comprise the total software market in IDC's software taxonomy: Applications; Application Development & Deployment (AD&D); and Systems Infrastructure Software. Among the three primary segments, the AD&D segment, which comprised nearly 24% of total software revenues in 2012, was the fastest growing market with a 4.6% year-over-year growth rate. Growth in the AD&D segment was largely driven by the performance of the Data Access, Analysis, and Delivery and the Structured Data Management secondary markets with 6.0% and 5.9% growth rates, respectively. Business Intelligence and Relational Database Management Systems (RDBMS) solutions are pushing the growing trend for these markets because of widening Big Data and Analytics adoption. Big data and analytics are also closely tied to the fast growth social business software markets, where the combination of contextual data and the "right" expertise is becoming critical for supporting enterprise decision making and data driven customer experience solutions. Oracle continued to lead the AD&D segment with steady market share of 21.6%, followed by IBM, Microsoft, SAP, and SAS. Among these vendors, Microsoft and SAP stood out by each gaining almost a half point of market share year over year.
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Joemktg
April 16, 2013 7:44 AM
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Many CMOs see their digital future, but still struggle to make the case across the executive ranks.
Key excerpt...
What do these "digital CMOs" do differently? They experiment aggressively. They hire smart digital natives — and empower them. They partner with great agencies. They have the humility to admit what they don't know, the courage to toss out the old playbook, and the confidence to allow digital metrics to illuminate the results.
Some hire a chief technologist. Sometimes it's a peer to the CMO, perhaps a chief digital officer, which Gartner predicts will be present in 25% of enterprises by 2015. Sometimes it's a chief marketing technologist reporting to the CMO, which Gartner already finds in 70% of marketing organizations today. In both cases, this role is the designated left brain to the CMO's right.
Digital CMOs also think beyond digital marketing. They look for opportunities to create digital experiences and revenue streams enabled by the nexus of forces, which is Gartner's description of the convergence and mutual reinforcement of social, mobile, cloud and rich information. The collision of these factors unlocks opportunities to reach and engage with consumers across the physical and virtual worlds, drawing them closer with targeted, contextually relevant experiences and offers.
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Joemktg
April 16, 2013 7:25 AM
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Joemktg
April 10, 2013 12:32 PM
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Key excerpt...
But listening to Craig frame the rapid evolution of marketing operations, it struck me that marketing operations may be the right home for marketing technology leadership. Either the head of marketing operations is effectively the chief marketing technologist, or a chief marketing technologist reports to him or her.
This wasn’t a particularly brilliant leap of intuition on my part — Craig came right out and said it: “The marketing operations leader becomes the CIO of marketing. Dealing with the marketing systems and the way that marketers use them is a role for marketing operations.”
The difference between a marketing technology office and a marketing operations group, however, is that marketing operations encompasses a broader collection of interrelated operational responsibilities, covering ROI, accountability, process optimization, and marketing enablement: - Reporting and analytics
- Budget management
- Planning
- Process management
- Best practice syndication and training
- Marketing systems
- Data management and quality
- Market intelligence
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Joemktg
February 25, 2013 7:17 AM
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IT should be a support mechanism to help marketing reach their business objectives, not deter them by driving decisions that may not meet marketing’s needs.
Key excerpt... Obviously, with SaaS-based software, the onus on IT naturally becomes significantly less. With SaaS offerings such as marketing automation, IT’s role needs to evolve into that of a service organization versus one that deploys and maintains software. IT should be included in the selection and alignment of processes, but not own the final decision. Marketers know what they need. And, in fact, based on the robustness and complexity of many back-end systems, SaaS-based software, especially for front office systems like marketing automation, actually provides a big sigh of relief for IT. So why is it that in some organizations marketers are taking a step back and still deferring to their IT brethren? If companies expect marketing and sales to drive revenue, then they need to let those departments decide what tools they need to do it and how to best accomplish their goals.
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Joemktg
November 13, 2012 7:31 AM
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There is a significant disconnect between marketing and IT departments when it comes to corporate innovation, according to a new study by The Economist. Only 17% of the respondents mentioned IT when asked which business units help bring innovative ideas to market, while 47% cited marketing. More than 40% said Big Data was the most crucial component in improving customer experiences and developing new marketing channels. More than half of the respondents (51%) said the predominant role of their IT department is to implement, rather than generate; 13% said the IT function is not involved in innovation at their company
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