Wake up, CIO. Your CMO is analyzing more data in real time than you are. What are you doing about it?
Nearly 70 percent of companies plan to spend more money on data projects for marketing this year, according to Forbes. By 2017, CMOs will spend more on IT than CIOs, Gartner projects. Marketers demand big data analysis and fast, mobile applications that will reach audiences all over the planet. As their need for data processing grows, marketers are putting more pressure on IT to deliver the tools they need.
The CIO’s Altered Kingdom
IT is in an identity crisis. For several years, workers have adopted cloud-based technology outside of the CIO’s kingdom on devices outside of IT’s control, a phenomenon known as BYOD (bring your own device). CMOs, for one, are already accessing and crunching data on Google Analytics, automating their marketing campaigns on Marketo and managing the health of their customer base on Zendesk. None of these are legacy tools. All are managed by entities outside of IT.
In a world where third-party providers prevail, the CIO is left with a new role, one involving a partnership with the CMO [and other functional heads]. Here are four ways to make that partnership work without pain.
1. Give the Cloud and SaaS a Chance
A number of CIOs still don’t understand that the cloud has adapted to fit enterprise needs, including security, privacy and access controls. It’s no longer a ‘toy’ for consumers. Cloud providers like Google and Amazon may have started out targeting consumers, but they’ve grown up and have more than proved themselves to be safe for business use.
Now is the time to adopt the cloud. In a couple of years, the notion of on-premise data will be seriously under threat. It just won’t be secure enough. If a hurricane wipes out your single point of failure, you’re finished. Go to the cloud now so that you won’t regret it later.
2. Leverage Big Data
Continues @ http://www.gooddata.com
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