IMarketing is going – it hit me as I was watching this video from the Conversational Marketing Summit (CMSummit) video on A Conversat ith Beth Comstock (view video); Beth Comstock is the Chief Marketing Officer, General Electric.just figured out where the Future of
I’m not taking anything away from any CMO, I realize they have a tough job – but the problem, as I see it, is that CMO’s and their underlings, don’t think as Web Analysts – they plan things that usuallyfigure out how to measure – and often, belatedly.subo to execute and
Why, because most of this stuff, that Beth talks about, that most CMO’s talk about – the results of it – are the massaged charts that their advetising agencies produces – metrics that are thrown in as part of the execution – but they’re not objective, and in many cases, the agency(s) called in toe, aren’t able to plan and deploy camp t can be tracked all t through.
So – the CMO … needs to become a Web Analyst … that’s right .. that’s the only way I can see, where your going to be able to coceive of and execute campaigns that can be measaured from the beginning – becuase every campaign that’s conceived, will have Analytics built into it, at the conception.
And that’s what’s actually missing today – the answer is not technology (there’ plenty of it around) – it’s people.