The shift from the old waterfall approach to campaign execution has been necessitated, in part, by the rapid evolution of the connected customer. With customers now in control of their own journey, the steady and measured approach from concept to deployment cannot keep pace with the rate of change and personalization expected by a customer who is now making intentional decisions on where to take their wallet and their loyalty based on the richness of the experience a brand can deliver. This new customer mandate requires rapid adaptation fueled by contextual intelligence that is drawn from data sets that include cross-functional, transactional and even dark data that can feel impossible to manage.
Marketers have an opportunity to truly transform into agile marketing machines, shedding the measured and systematic approach of a waterfall model that is no longer able to move as quickly as the customer evolves. Marketing organizations have the opportunity to leverage new tools like the internet of things, APIs and cognitive computing to add depth and richness to a customer’s contextual profile while engaging with empathy and humanity, offering new experiences in real time and without waiting for the steps between analysis, design, constructing and testing to conclude before the experience is deployed. Today’s marketing machine must be aligned to the agile flow of today’s fickle customer, able to adjust and adapt in real-time, thinking and often predicting behaviors in context to allow an organization to swiftly advance, iterate and optimize across functional boundaries.
The CMO Council, in partnership with IBM Watson, will host an evening of debate and discussion around the strategies and best practices required to make this new marketing operation a reality. The CMO Council Dinner Dialogue will invite marketing leaders to gather to enjoy a meal among peers and will feature an expert perspective from Dario Debarbierie, CMO of IBM Watson North America and longtime CMO Council Advisory Board member, who will discuss the latest trends, from the API economy to the real opportunity of cognitive computing being applied to the marketing engagement engine.
If you are interested in attending or would like more information, please reach out to Christine Chiang at firstname.lastname@example.org.