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The 'Other CMO'

  • CMO.com, Wednesday, June 19, 2013 3:17 PM
CMO. It stands for Chief Marketing Officer, right? Well, usually, yes, but Martin Smith, VP of business development at TruEffect, wrote on CMO.com that it needs a second meaning: Chief Measurement Officer. He also argued that everyone needs the "other CMO;" someone in charge of actually doing something with all of that big data and consumer information.

He wrote, "It is one thing to know something, but quite another to do something with what you know. Big data and big measurement together create an opportunity to make what is learned actionable and in real-time."

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Tyler Loechner is a MediaPost Reporter covering real-time, programmatic, RTB and more. You can reach Tyler at tyler@mediapost.com.