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How CMOs Can Monetize With Real-Time Integrated Data

Posted on October 27, 2015 by Glenn Gow

If you are conducting complex marketing operations on the Enterprise level, you probably are using at least a half dozen different marketing technology (martech) applications to run your CRM, demand generation, advertising, search marketing and so on. The data that is generated from these martech tools is rich with value for your business, but it is more often than not isolated in different silos. “It’s very difficult to make a call and go ‘Oh this is going really well, let’s spend more money on that. Oh this is not going so well, people are getting bounced out of the landing page, and I can tell the user experience has suffered.’” So says Ann Sung Ruckstuhl, CMO of performance analytics leader SOASTA.  On this episode of Moneyball for Marketing, Ann takes us through the challenges CMOs face integrating marketing data in real time and the extraordinary opportunities for monetization that await those who are able to integrate data in real time. Highlights are as follows:

Starship Enterprise:
Ann describes the inefficiency and frustration of toggling between various martech applications for different parts of the marketing mix, and highlights the need for CMOs to have their own enterprise marketing ‘starship’ that coordinates the performance metrics from a half dozen or more different data sources, in real time. She offers her prioritization of the three key aspects of a good marketing information system.

Monetization Optimization: How can CMOs do the above? Ann says you “start with tagging (your) website in javascript,” citing the surprisingly low 1% that she says Google Analytics uses as a traffic sample size. “Thanks to cloud computing …you actually can track every single user now and it’s very cost effective.” Ann explains how large clients like Nordstrom use martech to “understand in real time what’s happening, what is their most profitable user visit path, what time of the day they have peak monetization,” and even explains how to tackle 18,000 different Android device variables!

Holy War: Looking to the future, Ann cites what she calls the “holy trinity” of marketing information systems—User, IT and Business, coming together. She predicts the Network Operations Center being replaced by the Digital Operations Center—“a huge war room that consists of multiple screens…you should be able to share the same view…identify problems and fix them in real time….You have the three key parties coming together and working off…the same sheet.”

Ann Sung Ruckstuhl, CMO at SOASTA, has developed and led growth and innovation strategies for more than 20 years, primarily in the enterprise software industry. As CMO, Ann leads the global marketing and product management organizations and is responsible for driving market leadership, product strategy, global awareness, demand generation, strategic events and communications for SOASTA. 


SOASTA is the leader in performance analytics. The SOASTA platform enables digital business owners to gain unprecedented and continuous performance insights into their real user experience on mobile and web devices in real time and at scale. SOASTA is the digital performance expert trusted by industry-leading brands, including 39 of the top 100 Internet Retailers, such as Target, Nordstrom, Staples, Sears, Walmart, Etsy, Mike, Best Buy, Adobe, Microsoft, DirectTV, Netflix and BBC. 

Read the full transcript here

Glenn Gow

Glenn Gow is an expert in marketing performance, Coach, Board Advisor, Author, Speaker, Podcast Host and Founder & Advisor of Crimson Marketing. Follow me on TwitterLinkedInGoogle+. To get a free copy of Crimson’s One-Page Marketing Metrics Funnel, visit here.

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