By 2017, CMOs will spend more on technology than CIOs according to a recent Gartner study, says Joe Panella of SapientNitro in this discussion with IBM VP of Ecosystem Development, Mark Hanny. Customers now demand an increasingly sophisticated, personalized shopping experience, and its the job of the CMO to meet this need, which involves sourcing the right infrastructure.
Experts such as SapientNitro help CMOs navigate the technology space by offering both digital agency and system integrator skills. For instance, IBM's SmarterCommerce portfolio helps track customer interaction in the omni-channel space (eg. as they move from mobile to web to mall), allowing the CMO to have a single view of the customer across channels. Given the rapid rise of mobile commerce, they are currently investigating the addition of IBM Tealeaf mobile analytics to the existing stack which includes WebSphere Commerce and Coremetrics.