Data-Driven CMO: Steve Gross (CMO, University of Phoenix)
(00:42) – Steve’s background and career(04:53) – The shift from CMO to CEO (and back again)(07:55) – Marketing is shifting from depending on an agency to in-house analytics(10:49) – Difference of marketing high- vs low-consideration purchases(13:25) – Marketing analytics functions are critical(15:03) – How long is the customer journey?(18:06) – The difference in data vs analytics functions(21:37) – What’s the North Star business KPI?(24:34) – Content shines by creating a value exchange in a digital-first world(26:59) – Content is where marketing is going.(28:59) – Structuring a marketing team for content *and* ROI(35:52) – University of Phoenix has a reputation for being an early adopter of emerging and important technology(41:45) – Steve’s advice to someone starting a marketing career See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.