Why You Should Consider Hiring A Chief Digital Officer, And Why Now
Faced with the growing importance of the omnichannel customer experience and the expertise required to understand the vision and technology behind data-driven marketing —digital marketing attribution, predictive modeling, dynamic digital profiles, mobile and so on—companies are testing a new position in the C-suite, the chief digital officer (CDO). But, what role does a CDO play, and why is this position (or something like it) so critical for your organization?
CDOs are digital-savvy, business-driven leaders who have what it takes to transform traditional businesses into data-driven companies. They combine marketing and management experience with technical know-how and strategic vision to align and improve business operations across the enterprise. I believe this type of broader, enterprise-wide data management scope has become the “mandate of our era.” And given that big data is here to stay – and getting bigger – your company needs a C-level position that specifically provides:
Technical expertise. As I discussed a few weeks ago, the big data hairball embodies both the promise and the threat behind big data and digital channels. A CDO can accelerate your efforts to unlock the data insights that increase sales and drive revenue growth.
Cross-functional finesse. Despite the CDO’s technical expertise, the primary responsibility of this role is not to make tech decisions. Instead, the CDO is charged with making decisions about how data and customers relate. Remember: Data analytics and the customer experience are not mutually exclusive. However, ingraining this fact in your organization will no doubt call for a shift in cultural mindset about data — what it is at your company, what it means to your business, and what you want it to do for you and for your customers’ experience of your brand.
Every department generates data and virtually every customer engagement leaves a digital trail of structured or unstructured information. Creating the systems and processes to capture, organize and leverage the data you’ve already got (and the additional data you know is coming) is the first step to aligning data use with your company’s business strategies. How else can you respond to the changing marketplace?
