Attention please! Not seen=no effect.

Summary of the 20th CMO goes tech meetup - Prove your value as CMO with Attention as one of the key metrics! 

Consumers are exposed to 4,000 messages a day and spend 3 hours 32 minutes online* …
How do we know what’s had an impact?

Our three experts from Odyssey, dentsu and Spendrups shared their best advise how to use Attention to improve your media planning to make sure you get true value for money. 

Thank you Carl-Johan Runer from Odyssey, Jacob von Segebaden from dentsu and Björn Ivarsson, Media Manger at Spendrups Bryggeri AB for sharing your knowledge with our members and a special thank you to Odyssey for hosting CMO goes TECH.

Short summary

• Not seen, no effect. Effect is dependent on attention. 

• It’s all about how much human attention you get for your money.

• Choose digital platforms and placements based on the size of the task, i.e what you want to achieve. And adapt your message accordingly.

• The Attention you get is set by the platform/ publisher (not by the creative).

• Via Attention tools - get competitors’ attention-performance on: Channels, Publishers, Format, Frequency and Reach which will enable you to take inspiration on what competitors do that contributes with the most attention.

• Objective with Attention:
  Minimize waste and increase effectiveness of media plans and move from planning towards technical reach or viewability to attentive reach.
  
  For the full story - please see the presentations and recording. 
  

"To know what people really think, pay attention to what they do, rather than what they say" - René Descartes

Media is dominant but transfers the task of delivering the brand message to the creative along the way.  

CMO goes TECH network is expanding globally

We are thrilled to announce that we are expanding our network CMO goes TECH internationally so we can inspire more to become the CMO's of the future. 

Want to help us reach more likeminded? We have great awards for those who recruit most members until September 1st, 2018.

Ask them to sign up as members here on this website and make sure they refer to you in the section "Invited by whom".  Don't forget to sign up yourself!

Our international network is for everyone working as CMO and Innovation driven explorers! Like-minded people who are interested in exploring trends and technology that are most likely to affect marketing ahead. We encourage our members to share their ideas and get inspired in return.  

And the network is free for our members!  

We aim to have international meet ups focusing on relevant topics you decide upon, support and knowledge exchange from other members, collaborations, recruitment possibilities and much more.    

The persons who have recruited the most new members by September 1st, 2018 will be awarded with:  

First prize:  
Free workshop session (2 hours) with Cecilia and Gül on the topic of marketing and technology.    

Second prize:    
The recently released book – a signed edition - How to fix the future by Andrew Keen. Author, journalist, entrepreneur and founder of Futurecast. Andrew is a well-known commentator on the digital revolution. He is the author of four books and an executive director of the Silicon Valley innovation salon FutureCast, the host of the Internet chat show “Keen On,” and a senior fellow at CALinnovates. Andrew is also a columnist for CNN and an acclaimed public speaker.  

Deadline for recruitment: September 1st, 2018. 

A new International network - CMO goes TECH

We, Cecilia Hjertzell and Gül Heper are now creating a network with like-minded and we will begin by inviting you to a first after work on February 1st, 2018 in Stockholm.
Save the date and we will get back to you regarding the location

We would love to hear your ideas regarding what kind of presentations, networking, knowledge sharing and experiences you seek. One thing is guaranteed - you will definitely get closer to technology. Please feel free to invite more like-minded.

So who are we?
Cecilia Hjertzell, is a renowned strategist, brand expert, and martech consultant. An entrepreneur and a devoted giver, passionate about the network society and sustainable tech.
Gül Heper, brand & digital strategist at HiQ, innovator and entrepreneur has for the past seventeen years held several international management positions for premium brands at Absolut Vodka, Nespresso, HTL hotels, Manolo Blahnik and Scandic Hotels. She is also an international presenter focusing on how to build brands for the future, digitalisation and driving innovation.