Most CMOs today have to close gaps in data collection within and across marketing units, integrate the data to transform it into actionable insights, and foster a closer working relationship among these units to achieve the overarching business goals. Building a command center may be a distant priority.
However, I have argued that digital command centers are intelligent nerve centers that let brands quickly track digital moments and respond appropriately to manage their reputation, retarget display ads, drive new sales opportunities, and provide customer support. In effect, it’s a marketing organization’s digital gold mine. On a broader scale, this marketing capability will importantly feed into an entire firm’s system of insights.
In my latest report, I discuss how some CMOs are getting closer to realizing that vision of running and operating a digital command center. For example, Philips ASEAN’s CMO pulled together his marketing team and third-party agencies under the same roof to drive more cohesive marketing outcomes. The team uses listening tools like Radian6 for social intelligence to inform the type of content that the Philips Asia Digital Command Center (PADCC) feeds into various marketing channels. Cross-functional teams receive continuous data feeds from digital sources (social, online communities, and the Web); analyze these; share insights to improve content marketing; and amplify the feedback via the same channels. As a result, the PADCC increased the number fans of the @PhilipsSG Twitter handle by 185%, among other wins.
As you explore the options of building a digital command center, my colleague Sarah Sikowitz has published a report that includes a self-assessment tool that could help guide your priorities on insourcing marketing services capabilities.
P.S. I will be speaking about using a mission control center for real-time marketing at “The ABCs of B2C and B2B in Social Media” on July 27 in Singapore. It would be great to see you there.