In this week's episode of #TraderTalkTV we speak to Ghostery COO, Emily Riley, about how brands can be more efficient in managing third party vendors.
The marketing technology eco-system remains a mystery for most senior CMOs with lots of sub functions (social, ecommerce, seach) within this managed almost independently of each other. This disconnect can lead to some operational issues, particularly around latency, etc. For a transactional website, latency can often lead to lost sales.
Riley argues that the CMO needs to get proper visibility into what's running on a brand's site. The conversation does go deeper into the make-up of the marketing technologist role within the advertiser itself - and how they need to understand the dynamics of marketing and advertising technology.