Scott Brinker
Scott Brinker
Scott Brinker is the president & CTO of ion interactive, a leading provider of post-click marketing software and services. He writes the Conversion Science column on Search Engine Land and frequently speaks at industry events such as SMX, Pubcon and Search Insider Summit. He chairs the marketing track at the Semantic Technology Conference. He also writes a blog on marketing technology, Chief Marketing Technologist.
Marketing takes over IT, sales takes over marketing
Talk about starting the new quarter with some earth-shattering news! We've now heard of several leading enterprises that are undertaking a major restructuring of marketing,...
Marketers must be equal parts creative, tech, and finance
Earlier this month, I read Oracle/Eloqua's new report on Defining the Modern Marketer: From Ideal to Real. One of the more fascinating aspects of...
A CMO, a CIO, and a chief digital officer walk into a bar
The CMO asks for a drink. The bartender says, "Hmm, no, sorry, from the look of you, I don't think you know how to...
Build and nurture an analytical culture across marketing
I've come to believe that organizational culture is the quintessential competitive advantage. That's why, for all the tremendous changes underway in the world of marketing...
Agile marketing for a world of constant change
Today I’m giving a presentation at the Marketing Operations Executive Summit on agile marketing. Given the tremendous disruption in marketing and business today, I...
Nationwide CMO credits marketing technologist
On the heels of Gartner's recent confirmation that marketing technologists are proliferating within marketing departments, I came across this great example in an article...
Gartner confirms 70% have chief marketing technologist
Last year, Gartner found a surprising result — should I have been surprised? — from their high-tech marketing budget survey: 72% of their respondents...
What do you mean by marketing as a science?
I'm fascinated by this chart that was included in a recent report by Eloqua and BtoB Magazine, Defining the Modern Marketer: From Ideal to...
“Brand debt” and a gap in the agile marketing manifesto
Agile marketing is often celebrated for speed — empowering marketing teams to get more ideas out into the market faster. But while that is...
How formal should your marketing experiments be?
How formal should your marketing experimentation programs be? That was the question I was asking myself looking at the above "test definition brief" that was...
Marketing data: exploration vs. confirmation
There is tremendous excitement around data-driven marketing. A whole catalog of data-related phrases are echoing throughout the marketing world: big data, data mining, data...
The blurring of agencies, software vendors, and IT shops
The Jordan Edmiston Group, Inc. (JEGI), a leading investment bank in the marketing and media space, recently released a new report on the enterprise...
Data is marketing’s gateway drug to software fluency
In observing the language that CIOs and CMOs alike keep using around the big data bubble — where both parties seem ready to acknowledge...
Moving a blog is quintessential marketing technologist work
Migrating a blog from one platform to another reminds me of the saying: "In theory, theory and practice are the same; in practice, they're...
Balancing marketing technology and IT at a Fortune 500 firm
Marketing technology management can look straightforward on paper, when analysts and pundit-bloggers such as myself draw simplified diagrams of new organizational structures with a...
3 epicenters of innovation in modern marketing
Here's another way to visualize the relationship between big data and the other innovations happening in the marketing department. I propose that there are three...
CMOs must become systems thinkers and culture champions
There are few companies that are witness to The Great Digital Transformation of the world at the scale of IBM. And as that transformation overtakes...
The big data bubble in marketing — but a bigger future
Let's face it: marketing is in a big data bubble. That's both a "big data" bubble and, more generally, a big "data" bubble. Everyone is...
50% of all new marketing hires will be technical
"Starting in 2013, after the CMO realizes that he/she does not have the skill sets in place for data analytics proficiency, 50% of new...
New species of marketers in the marketing kingdom
"As a marketer, you have two choices: adapt and survive, or stand still and die. The ones who do the first the best will...