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Why CIOs and CMOs must run side by side

Tom Kaneshige | Nov. 26, 2014
CMOs want to move fast with digital technology to grab revenue opportunities, but the CIO needs to be onboard with any deals from the beginning in order to address technical complexities that can leave marketing executives reeling.

When Marketing Run Ahead Trouble Can Follow
Chad Westfall, Web delivery director at Intercontinental Hotel Group (IHG), knows how marketing can outrun IT leading to performance problems on IHG's sites that collectively receive close to a million visitors a day. He now uses Ghostery's enterprise tool to identify previously unknown re-targeters coming through contracted container tag management vendors.

In most cases, Westfall has been able to contact the right tag management vendors to solve the problem. Other tag management vendors weren't so lucky; IHG has stopped doing business with a few of them.

"In our marketing department, we have an aggressive team that's always looking for revenue opportunity through re-targeters and other third-party DSP (demand-side platform) solutions. They want to capture conversion and get people back to our site," Westfall says. "But we started to see some degradation in our synthetic monitoring tools, at least from the standpoint of performance. We were putting lots of third-parties on our site."


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