| | FEBRUARY 20208CIOReviewBy Joshua Lowcock, EVP, Chief Digital Officer, UM WorldwideAreas to Partner with CMOs to Drive Transformation and Digital InnovationCIOs are often asked to help drive organizational transformation and digital innovation. The challenge is finding the right sponsors within an organization. Over the past several years, it's increasingly the CMO who is the champion of digital and transformation. Why? Because the media and marketing landscape is more digital, fragmented, data rich, and competitive than ever. The modern battleground in marketing is for customer attention and to capture this, CMO's have had to transform the way they, their teams, and agency partners work and the skills needed are more aligned to that of the CIO than ever before.3 areas where the CMO and CIO's can partner on digital transformation are:1. Internal and External Data2. Customer Identity3. Omnichannel ExperienceInternal and External DataEffective marketing strategies should be built on business needs, defined from internal business data. CMOs are increasingly augmenting internal sources with 3rd party data. Many of these 3rd party data providers have value and application across an enterprise.The most practical example is mobile location data. This is of increasing value to marketers as it's now possible to use mobile device IDs to identify visits to your stores, your competitors, but also the journey taken to get there. This data is of value to marketers, because, in-part, it helps measure the success of marketing beyond sales. E.g. marketing drove the customer to the store, but if the customer didn't purchase, what went wrong?Mobile location data used by the CMO should be fed into other systems across the enterprise--your real estate team could use this to identity optimal store IN MY OPINION
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