Leadership News, Features, and Interviews

Leadership

Innovation and big data take centre stage during CMO panel

Innovation and big data are dominant drivers in how today’s marketers interact with customers and require a business-wide focus and long-term commitment, according to several representatives from Australia’s biggest brands.

Social Media

Tapping into social experience: Tourism Australia

Monitoring brand activity across social media channels, then assigning a sentiment, engagement and ROI value to it, is a key challenge for any marketer. So you can imagine how complicated it gets when the ‘brand’ you represent is Australia.

Leadership

Uniting a customer loyalty program using data

How do you use data to visible improve customer experience and boost bottom line results when you’re merging two of the world’s largest corporate companies and their loyalty programs?

Leadership

Marketing can get too personal: Panel

Inspired marketing is increasingly reliant on data and analytics for customer relevancy, but can your efforts become too personalised?

Social Media

CMO interview: Becoming a change agent

Erin Mulligan Nelson surprised many peers in 2010 when she quit her post as CMO of Dell to join a start-up focused on social data. But after 11 years with the enterprise giant, preceded by a stint in consumer packaged goods at Proctor and Gamble, she was looking for a different challenge.

Leadership

What makes a data scientist?

Ask a dozen CMOs or CIOs what tops their list of strategic priorities and odds are exceedingly good that "big data" ranks either first or second. One of the greatest challenges, they'll tell you, is finding the talent they need to analyse and wring business value from the ever-increasing volume of complex data flooding their enterprises. What they need, they say, are good data scientists -- and lots of them.

Social Media

5 quick steps for using LinkedIn for recruitment

If you're only using LinkedIn as a glorified business-card collector, an email replacement or some kind of Facebook counterpart for business contacts, you're missing out on its recruitment potential.

Leadership

Updated: Why predictive analytics matters

Predictive analytics is being touted as the best way for marketers to unearth fresh insights using the wealth of data, technology tools and data science skills now at their disposal. But without the right approach projects are likely to fail.

Leadership

CMO tenure rises to 45 months

The average tenure of chief marketing officers has increased to 45 months, according to the latest report from executive recruitment and consulting group, Spencer Stuart.

Leadership

Marketing rapid growth: Creating a new flight path at Skyscanner

In the third instalment of CMO’s series on marketing chiefs at fast-growing companies, we talk to Andrew Cocker, CMO of global travel search site Skyscanner about being the company’s first board-level marketing chief and why the company is doubling the size of its marketing team.

Leadership

CMOs facing identity crisis: report

A new vendor-sponsored report claims chief marketing officers at manufacturing companies are in the midst of an identity crisis as they struggle to deliver a satisfying customer experience.

Featured Whitepapers

State of the CMO 2019

CMO’s State of the CMO is an annual industry research initiative aimed at understanding how ...

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Blog Posts

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

I didn't know about that. Thanks!

Jamison Herrmann

Twitter 'recap' helps you catch up with missed tweets

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😂😂😂😂😂😂😂😂

Max Polding

What it takes to turnaround an iconic Australian brand

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I spend a lot of time in my professional life as a provider of marketing solutions trying to persuade customers that CX, UX, UI and Custo...

sketharaman

Gartner VP: Why CMOs and CIOs must band together to make CX a discipline

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I live the best deals at LA Police Gear.

Tyrus Rechs

6 Ways to ramp up Social Media to Your Web Design

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Its absolute over priced acquisition. The CEO, must be fired for this all cash transaction. Absolutely no justification for prospective P...

about_face

Analysts question long-term play of SAP's acquisition of Qualtrics

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