We felt it was a great opportunity to catch up with Ralf and pester him with questions about analytics, the c-suite and how he feels the two go together, as well as get the inside scoop on his new position!
2015 has been a very busy and interesting year. At the end of 2014 I had written down some predictions on how I see the digital world changing in 2015 – some of them turned into reality. For example, I heard Google give its paid Premium version away for free in quite a lot of pitches. They might never confirm that, but it was a part of a big bundle of Google services; including Premium for free in the package. Not a surprise, since they really do not need the revenue of this small business unit – and on the other hand delivers an enrichment of data for themselves.
Digital business is carving out a bigger and bigger place in the C-Level management. Proven with a quick glance at the backgrounds and titles occupying your own company’s C-Level Team.
If you need any more confirmation, then Korn Ferry’s Top 15 for 2015: The most in-demand C-level positions for the year ahead is a must read. It lists Chief Innovation Officer, Chief Cyber Security Officer and Chief Digital Officer among the top five most in-demand positions for 2015. Chief Information Officer (CIO) and Chief Technology Officer (CTO) make the list as well.
In other words – data and technology are going to be all of our bosses before long. While the Chief Marketing Officer position is still firmly entrenched in the modern C-Suite, the position is rapidly evolving, and as the C-Suite becomes more digital, so too must the CMO.
It is probably safe to assume that at some point in the working week we (the Digital marketers or Marketing Execs responsible for our organisation’s website and implementation of digital strategy), find ourselves with around 30 minutes to prepare for a management meeting. All because the meeting organiser has realised that getting an update on the progress of the organisation’s digital strategy is a great idea and if you’ve been in that situation you know that those 30 minutes of preparation fly past.
If you’re already prepared with a broad sense of traffic numbers and the split between organic, direct and referral traffic to the site including top referral sources; the following selection of reports and methods provide a quick and helpful overview of the digital strategy, are free and can be actioned in less than 10 minutes.
Have you ever thought about the future of your title or position? Are you sure your company is ready for the data-dominated future?
Digital is everywhere and digital will be everywhere and data will be everywhere. And even beyond. The quote of a data-driven company is stressed often through social media or other channels and in daily business. A company has to be data-driven to understand the relation between different channels and actions, even between departments and profit.