- CMO, Thursday, May 19, 2016 9:23 AM
MediaMath Global CMO Joanna O'Connell talks about the next generation of data-driven marketing, the role of marketing leadership and how she's proving the value of the marketing function. She says:
"As programmatic becomes more scaled and as brand marketers start to understand its potential to positively impact them, they’re asking more questions. For better or worse, they’re
questioning the value of different parties they work with, including agencies. Simultaneously, you’re seeing marketers seeing enormous value in first-party data. The better they are with that,
the better they’ll do in the long run in terms of delivering good customer experiences and that’s a competitive advantage. Quickly grabbing onto the idea of owning and managing their data
has been disruptive. Increasingly, brands are going direct to technology companies, picking the technologies they use, owning the relationship, contract, and driving the ship."
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