As a CPA by training, you might not think he'd find himself leading a global marketing organization. But with the proliferation of data and the need to understand and utilize analytics, such a background becomes invaluable.
The balance as Rose points out comes between applying creative thinking with a strong data driven focus to campaigns. Combine the two and add in the secret sauce of being truly interested in the products and services being sold and you have the recipe for success in the modern marketing world.
It's a potent mix that we are seeing more and more frequently across our global client base. As a consequence, the requirement for agencies from across the marketing discipline to mirror this recipe and provide not just the creative 'sparkle' but the data driven insights has grown exponentially.
Rose believes that a CMO can’t do their job without a strong backbone in analytics. Think of key metrics like cost per lead (CPL), cost per click (CPC), conversion rates, views, time on page, managing lead flow through the funnel – these require an analytical mindset. It’s not pure finance, Rose admits, but it’s related to key questions such as: Are we making the right investments? What return are we getting from those investments? How can I calibrate the marketing mix to ensure I’m managing my discretionary budget the right way (and Rose says the marketing budget is the biggest discretionary line item for a company today)?