Tuesday, September 5, 2017

The CMO Report — September 5, 2017

The biannual CMO Report is back, with analytics on the mind; it's winner take all with AI; the battle for voice supremacy is upon us; testing autonomous vehicles with pizza; USA Today's surprising mobile website move; Amazon isn't really ruling retail; WhatsApp means business; Google and Apple are battling on AR too; media IPOs to watch; podcast discovery is in; discerning the rescue efforts you support; Uber's new CEO is on the job; go visit a library; and more in the CMO Survey edition of The Full Monty for the week of September 4, 2017. See where Brain+Trust is speaking in the final section below.

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Top Stories

  • The latest edition of The CMO Report, the biannual survey from the American Marketing Association, Deloitte and Duke University's Fuqua School of Business is out. Some of the highlights:
    • Spending on analytics is expected to increase from 5.5 percent of marketing budgets to 18.1 percent in three years; but spending has changed little since 2012.
    • Marketing analytics are employed in 37.5 percent of business decisions, but only 1.9 percent of firms say they have the right people in place to leverage the information.
    • Hiring in marketing is expected to increase 6.6 percent over the next year, with banking, finance and insurance reporting the largest planned hiring.
    • Outsourcing of marketing is also expected to increase over the next year, by 5.1 percent.
    • Spending on social media continues to grow, with B2C companies planning to spend 31.9 percent of their budgets on social media in the next five years.
    • "Being the voice of the customer at the leadership table" was ranked as the most important role for an effective CMO.
  • Highlights and insights from the report can be accessed here:
  • And one point from the video below that stands out to us at Brain+Trust Partners: while plenty of effort it placed on a digital strategy, there's less rigor involved on creating a digital organization. Our philosophy about digital business transformation: it takes changes in people, process, and technology — in that order.

Artificial Intelligence / Machine Learning / Autonomous

The latest in AI, machine learning, bots, and autonomous everything.


Communications / Marketing / Business Strategy

Industry developments and trends, including retail, fake news, customer experience, content marketing, and influencer relations.



Want to know what 500 marketers (budgets up to $10 million) believe and how those beliefs influence their behaviors when it comes to hiring and firing agencies just like yours?

Don't miss this FREE 16 page report, full of information, insight and guidance on how to best approach prospects based on the findings.

Some of the results are going to really surprise you.

If you're seeing this, maybe you'd like to see your company's name here too. Let us know.


News to know about relevant social, virtual, and augmented reality platforms that may affect your business.







The latest in the world of streaming video, audio, and the advertising, pricing and bundling models related to them.



  • Podchaser's beta is open. It has been called the IMDb for podcasts, and is set to help with categorization, reviews, and discovery.
  • NuVoodoo and Amplifi Media conducted a study looking at podcast discovery and advertising retention
    • Less than half (46 percent) said they subscribe to 2-6 podcasts per week;
    • Nineteen percent said they subscribe to 4-6 per week
    • Six in ten (60 percent) said they find out about new podcasts from social media, followed by friends (57 percent), podcast apps (49 percent), other podcasts (45 percent) and articles (41 percent).
  • Nielsen now has podcast insights in a new report. The report examines the preferred brands and spending volumes of podcast listeners in categories such as bottled water, beer, and baby food. It also notes that non-white podcast listenership has increased over the past six years, from 30 percent in 2010 to 36 percent in 2016.
  • Spotify's head of original video and podcasting, Tom Calderone, is leaving as the firm rethinks its video strategy, tying it more closely to music.
  • Program of the Week: This week's show is Startup from Gimlet Media, recommended by Patrick Hennessey. Startup is a podcast about what it's really like to get a business off the ground. Do you have a program to recommend? Add yours to our Google Sheet: smonty.co/yourpodcasts.  


The Detroit Digital Summit is September 11-13, 2017. It's filled with speakers, workshops and sessions on the latest trends, tactics and insightswhere ideas and inspiration are formed. You don't want to miss this one.

Use checkout code BT50 to receive $50 off of your ticket.

Regulatory / Security 

Business disruptions in the legal, regulatory, and computer security fields, from hacking to the on-demand economy and more.


  • As you're moved to make donations to Hurricane Harvey victims, please note that there are scam organizations out there trying to take advantage. This should help you navigate the space. Sad that we have to be aware of this kind of behavior, but the good news is there are reputable places to donate to as well.
  • A global vulnerability in hotel keycard locks was a security disaster and an opportunity of a lifetime for The Hotel Room Hacker.
  • As you move services to the cloud on behalf of your company, here are the top security factors to consider.


    Measurement / Analytics / Data

    The future is not in plastics, but in data. Those who know how to measure and analyze it will rule the world.
    • When you want to know more about your customers or users, it's always a fine line between seeming too intrusive and not unearthing enough. Here's how to collect data without being creepy from MediaShift.

    Mental Nourishment

    Other links to help you reflect, improve, or simply learn something new.

    Do you like what you see here? Please subscribe to have trends on digital communications, marketing, technology and business delivered to your inbox each Monday.


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    Brain+Trust Partners helps smart, risk-taking executives discern the real from the hype. From strategy development to technology and data vendor selection, to digital transformation and streamlining processes, our focus is on the customer experience. And our decades of experience working for major brands means that we deeply understand the challenges you're facing. Let us know if we can help you.

    Top photo credit: Garden at Sainte-Andresse by Claude Monet, courtesy of the Metropolitan Museum of Art.



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