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The New CMO Data Mandate

Matt Collins
Matt Collins
Published: Mar. 13, 2018

The most exciting change to happen in marketing over the past 20 years is the rise of “Mathmen.” Look no further than two of the profession’s most influential voices today: Marc Pritchard and Andrew Chen.

Pritchard, the chief brand officer of Procter & Gamble, has become known for relentlessly rooting out waste in the digital marketing supply chain and demanding better results. His public pronouncements have grabbed headlines and influenced other marketing leaders to revisit how they’re spending their budgets and what they’re getting in return. If that sounds as much like the work of a CFO as it does a CMO, perhaps it’s because Pritchard has a degree in finance.

Chen is a general partner for Andreessen Horowitz, a venture capital firm. Prior to that he was head of growth for Uber, responsible for recruiting drivers and riders. Growth marketing requires building complex models that compare customer acquisition costs to predicted lifetime value, and knowing how those variables differ by channel, date and time, geography, and more. It may not surprise you, then, to learn that Chen graduated with a degree in applied mathematics.

Pritchard and Chen arguably share the same superpower: Unlike the “Madmen” who led with creative daring, these two confidently lead with data.

Their ascension is indicative of a larger and unstoppable trend. Acquiring, synthesizing, deploying, protecting, and monetizing customer data lies at the core of today’s marketing function. This requires that every company have a data strategy.

Check out the full post on MKTGinsight for why the future of marketing, and your company's success, depends on data.