How numbers crunching is transforming the CMO role

06/10/2009 | Brandweek

The role of the chief marketing officer is getting more "wonky" as executives who once were hired for their creative skills are spending a greater portion of their time crunching numbers to analyze various metrics and ROI for the Web, as well as new media such as interactive TV, mobile and social networks. "It used to be MadMen, but now it's Revenge of the Nerds," said Tom Kline, chief scientist for the marketing agency Digital Scientists.

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