Much has been written about the evolution of enterprise marketing technology and what that change holds in store for large organizations needing to remain competitive. This statement rings true especially in the realm of online advertising. Many Chief Marketing Officers have heard about programmatic technology, are aware that it is important, and yet are unsure of how they can implement it into their marketing practices to produce the outcomes they are hearing about. Succinctly, a knowledge gap exists.
The CMO Club and MediaMath set out to conduct research on the topic, better define programmatic marketing for CMOs, and provide an actionable solution guide for CMOs looking to adopt best practices. Together, we developed “The CMO Solution Guide to Programmatic Marketing.”
For this report, 225 marketing executives were surveyed, representing a wide variety of industries to understand their awareness of, and investment in, programmatic. Through research and interviews with leading adopters, such as Kimberly-Clark, Viking Cruises, Philadelphia 76ers and 3M, the Solution Guide focuses on defining the best practices of those CMOs who have successfully adopted programmatic strategies. The common characteristics include:
• Aligning the organization around programmatic
• Driving the capture and usage of customer intelligence
• Adopting a culture of testing
To download the paper in full, click here.