Presented by: Andrew Zimakas, CMO, Tangerine
The role of the CMO is evolving and collaboration between the CMO and CIO is vital. Andrew will discuss the dynamics of the CMO/CIO relationship and the importance of data analytics in the context of Tangerine’s brand transition and driving the customer experience.
Customers are no longer commodities. The customers have a lot of information at their finger tips and it is very easy for a customer to switch sides. To identify customer needs quickly and react to it the Chief Marketing Officer and the Chief Information Officer needs to work together very closely. The CIO should participate in governing policies as technologies become more important to analyze data to identify customer needs. It was also suggested that having joint KPIs would help in harmonizing goals between the CIO and CMO offices.