| | APRIL 201919CIOReviewWe are currently experiencing the most transformative industrial revolution ever: Industry 4.0or the connected age. The Fourth Industrial Revolution (4IR) is driven by the convergence of data, quantum computing, artificial intelligence (AI), robotics, the Internet of Things (IoT), autonomous vehicles, 3-D printing, wearable devices, virtual reality, human-computer integration,nanotechnology, biotechnology, materials science, energy storage, and universal connectivity. The 4IR is characterized by a fusion of technologies that is blurring the lines between the physical, digital, and biological spheres. This 4IRhas connected everything and everybody and has fundamentally altered the way people live, work, and relate to one another.The shift to constant connectivity is providingbrands with the new opportunitiesto find, engage, activate and retain customers. However, whilst the playing field has changed and become increasinglycomplex, the business objective is unchanged--drive growth, innovation, and ROI. Marketing's objective also remains the same--endeavor to get the right message to the right person at the right time in the right channel and context. So--right person, right message, right time, right place/context, eight simple words--yet a whole load of complexity in getting it right.So, in order to take on the challenge, brands must transform and modernize theirorganizations. Undergoing a business transformation is a daunting and complex effort that requires a comprehensive evaluation ofdata, analytics, models, technology platforms, people, structures, systems, processes, operations and capabilities. The main objective is to identity the opportunities across all aspects ofbusiness--various departments inside and outside the CMO's domain--with the goal of enabling a more connected, collaborative, cohesive, streamlined and intelligent ecosystem--i.e. become far more integrated across back-, middle-, and front-office--to deliver more personalized offerings, relevant and tailored communications and relevant experiences across the entire consumer lifecycle. The idea is to move from structured and linear to fluid and interconnected and removing friction from the processes.In an overload of marketing messages, consumer offers and choice, and pressure to deliver business results--making marketing activity as impactful as possible has never been more important. Today's CMOshave recognized the need to transform their marketing organization (e.g. changing how marketing thinks and behaves) and establish the next-gen marketing organization--modernizing the marketing culture, organization, and skillsets to be insight-driven; enabling true enterprise mar/adtech platforms to transform the customer experience; providing a consistent, high-quality experienceat every touch point along the decisionjourneys; re-thinking agency and partner ecosystems THE EVOLUTION CONTINUES: THE PLATFORMIZATION OF MARKETING By George Musi, EVP ­ Head of Data, Technology, Analytics and Insights, Blue 449George Musi
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