Wow am I excited about the CMO Dash­board announce­ment we made yes­ter­day! Why am I excited? First off, this announce­ment gal­va­nizes Omniture’s com­mit­ment to clos­ing the gap on a strate­gic need in the mar­ket. Sec­ond, I’m the for­tu­nate guy who gets to lead the com­pany and our part­ners in deliv­er­ing on this strate­gic ini­tia­tive. With this as the back­drop, I thought I’d pro­vide some addi­tional per­spec­tive on why I think CMO Dash­boards are so impor­tant, and why Omni­ture is ide­ally suited to deliver the enabling technology.

Why CMO Dashboards?

With so many new chan­nels emerg­ing that influ­ence sales, brand per­cep­tion, cus­tomer engage­ment, etc. exec­u­tive mar­keters are left try­ing to under­stand their per­for­mance across all of these chan­nels indi­vid­u­ally and in con­cert with each other. Unfor­tu­nately for this audi­ence, there has been no ded­i­cated, on-demand, source for CMOs and exec­u­tive mar­keters to see the per­for­mance of their mar­ket­ing cam­paigns and other asso­ci­ated met­rics that drive brand­ing, cus­tomer acqui­si­tion, reten­tion, sat­is­fac­tion, com­pet­i­tive intel­li­gence and sim­i­lar mar­ket­ing objectives.

A con­sis­tent theme in our con­ver­sa­tions with our cus­tomers and part­ners is that mar­ket­ing exec­u­tives have too much data to con­sume and have too lit­tle time by which to make sense of it. CMO Dash­boards will help them to syn­the­size the data into intel­li­gence that is action­able and can be used to make strate­gic decisions.

Why Omni­ture?

As we have expanded the Omni­ture Online Mar­ket­ing Suite, we have become more and more involved in “big pic­ture” con­ver­sa­tions with C-Level exec­u­tives about their strat­egy to move from tra­di­tional forms of mar­ket­ing such as TV, radio and print to dig­i­tal mar­ket­ing. In addi­tion, our agency part­ners have close rela­tion­ships with CMOs and have expressed the need to deliver cus­tomized dash­boards more quickly and eas­ily than ever before given the pace of change in the dig­i­tal world.

So, with these con­sid­er­a­tions — I feel strongly that Omni­ture is the opti­mal com­pany to deliver the tech­nol­ogy for the dig­i­tal CMO.

  • First, we have the “green gold” — the vast amounts of data we col­lect on behalf of our cus­tomers, to the tune of over a Tril­lion trans­ac­tions per quarter.
  • Sec­ond, we are already deliv­er­ing mil­lions of dash­boards to more than 5,000 cus­tomers every month. That’s right, I said mil­lions per month.
  • Third, we are able tap the exper­tise and pre-integrated Gen­e­sis solu­tions from our exten­sive part­ner com­mu­nity of more than 500 agency part­ners and 200 Gen­e­sis partners.

By cre­at­ing the CMO Dash­board tech­nol­ogy, Omni­ture answers a sig­nif­i­cant request from part­ners (includ­ing adver­tis­ing agen­cies), and cus­tomers to bring together infor­ma­tion and present it to mar­ket­ing exec­u­tives in a con­cise for­mat that is eas­ily con­fig­urable and avail­able on-demand.

Lots more detail, case stud­ies, and exam­ples are com­ing down the pike. Stay tuned!