ChartBeat to CMOs: Let Go of Grand Strategy
CEO says marketers need to embrace real-time data
With his startup ChartBeat, CEO Tony Haile has already changed the way many online publications operate, by providing them with real-time data about who is visiting their website. Now, Haile says it's time for marketers to follow.
Speaking at an Advertising Week panel on "The CMO Dashboard of Tomorrow," Haile said that those marketing chiefs need to move away from a top-down approach, where they set out a grand campaign strategy for everyone to follow. Instead, they should embrace "the death of strategy and the primacy of tactics"—lay out their big goals, then allow every team member to make decisions on the fly, based on immediate data from services like ChartBeat.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in