What do you call a marketing technologist?


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There’s a punchline in there somewhere, but I’m partially serious.

While everyone is coming around to the merging of marketing and technology/IT — and the value of hybrid roles to lead and operate at that intersection — the titles that people use for these roles vary tremendously.

I like the phrase chief marketing technologist (a biased choice, I admit). My annual survey of marketing technology memes for 2012 favored the titles director of marketing technology, marketing technology manager, and vice president of marketing technology. The agency world favors the term chief creative technologist. Forrester advocates for a chief marketing technology strategist.

Earlier this week, a vice president at Microsoft Advertising proposed another variation: Chief Information Marketing Officer (CIMO). From his blog post:

Lines between CIO and CMO are blurring. Today’s CMO needs to view technology as both a delivery tool and as an analytics/measurement tool. The CIO needs to think about build-out Big Data and actionable analytics capabilities to support marketing. Technology is the bridge between the two functions — hence a new title: Chief Information Marketing Officer (CIMO).

Conceptually, that’s right on. As far as titles go, I think four word titles have one word too many. But that’s just personal preference. Choose title inspires you and your organization — it’s the mission that matters, not the label.

But if you want to construct your own title, here’s an automata diagram for generating one:

Marketing Technologist Job Title Automata

How many possible titles can this produce? Your choices: 7 rank qualifiers, 6 ranks, 3 rank conjunctions, 8 function adjectives, 11 functions, and 10 role nouns. Plus you could have multiple function adjectives and functions — say two of each, so an extra 7 adjectives and 10 functions, plus 2 optional function conjunctions.

7 x 6 x 3 x 8 x 11 x 10 x 7 x 10 x 2 = 15,523,200 possible titles.

Want three functions adjectives and three functions? Multiply by another 6 x 9 x 2 for a total of 1,676,505,600. More than a billion.

Senior Vice President of Creative Technology and Computational Marketing Platforms? It’s plausible.

Republished with author's permission from original post.

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.


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