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 in collaboration with Mynewsday

Wednesday 16th of November | 9.00-12.00 | Digital interactive event

Mynewsday is an interactive event, and each speaker will have time for questions from the audience - so make sure to get your typing fingers warmed up!

Please join us on November 16th as we dive into the theme "Reshaping PR and Communications" at this year’s Mynewsday. We have a fantastic lineup of exciting guests joining us to make this a memorable and insightful experience for you and your industry colleagues. You can expect a curated mix of lectures, panel discussions, and customer cases to inspire and offer real-life advice and examples of how to succeed with your PR and communications work. Save your seat and join us for this year's Mynewsday in collaboration with CMO goes TECH.
 

Agenda 

09.00  Welcome to Mynewsday 2022! 

09.10  Viktoria Wyckman, Founder & CEO at Culture Defined
The future of brands and their consumers in the new digital era 

10.00  Ana Adi, Professor in PR & Corporate Communications
The perspective of value-driven communication in a world of change

10.30  Gül Heper-Jämterud, Founder of CMO goes Tech, with friends
Communicating successfully requires more than communication.
Ardelan Sohrevardi, Samsung
Breaking through – how to increase ad recall in an era of message overload and fleeting attention span.
Pontus Rosén, Synsam
Synsam has gone from being a traditional opticians retailer to being in the forefront of integrated retail communication. Listen to the work Synsam has done to optimize communication based on customer experience. You will learn how the customer's interaction with the brand and communication over multiple touchpoints is being coordinated – in both traditional and digital channels to gain maximum effect.
Panel discussion will follow. 

11.30  Rikke Iben Nees, Campaign Manager Fuldkornspartnerskabet
Purposeful communication in reality

11.55  Key takeaways & Wrap up

Looking forward to seeing you, 

The CMO goes TECH team in collaboration with Mynewsdesk
 

Martech Report 2022

What are the main success factors when it comes to succeeding with martech investments? And does your organisation have what it takes to succeed?

As proud co-writers of the European Martech study we present the fifth edition - now with a preview how well your company is performing vs others.

The report will be presented at the coming CMO goes TECH event end of September.

What is the study?

• In the report; sales, marketing, tech and CRM managers are asked to provide their input in terms of what challenges, priorities, and learnings they've encountered in order to develop their martech strategy.

• The report contains both advice and inspiration on what to develop further within the different perspectives: people, process, technology & data.

• The study is a collaboration between CMO goes TECH, Swedma, Odyssey and Wiraya, all representing different parts of the growing Martech community.  

Thank you!

A special thank you to everyone who responded to the survey.

The next CMO goes TECH event - The future of e-commerce

Wednesday May 18th 17.00-19.00 CEST
At the Google office in Stockholm or via teams.

Are you ready for a CMO goes TECH evening with interesting speakers and great conversations with your peers? 
It’s time for our 17th CMO goes Tech event where we’ll talk about
E-commerce, the tools and ideas to help you stay in the forefront of competition. 

Many of our members have mentioned that you wish to learn more about GA4 so now you have the possibility to ask the best on the subject. 

Keynote speakers
Google and James Edition - The World’s Largest Luxury Marketplace.
We hope you'll enjoy it!

17.00 Welcome to the 17th CMO goes Tech-meetup.
The Team behind CMO goes Tech; Gül Heper and Ulf Kruse will kick off the event.

17.05 Google  - Prepare for the future of Analytics with GA4
In today's measurement landscape, businesses need to navigate new challenges to understand the complex, multi-platform journeys of their customers — all while prioritizing user privacy. Learn how to harness the power of machine learning and data driven attribution within Google Analytics 4 to drive more sales and improve your ROI in a privacy safe way.
Patrick Kool, Measurement Specialist at Google

17:25 JamesEdition - meeting the future of eCommerce at the world's luxury marketplace
JamesEdition is the World's Largest Luxury Marketplace, serving the needs of High-Net-Worth Individuals (HNWIs) in life's most valuable personal transactions.Every month one million people from around the globe come to our site in the pursuit of luxury real estate and super cars, private jets, yachts, watches, extraordinary items and experiences in a catalog of more than 200,000 of the best listings from thousands of sellers worldwide.
Karl Norling, Chief Marketing Officer JamesEdition

17:45 Panel discussion 
Please prepare questions for the panel during the presentations.

18:00-19:00 Mingle for those who meet at the event venue. 

Looking forward to seeing you, 

Gül & Ulf
 
And a special thanks to Confetti for the great support so we can invite our members to our meet-ups, with your fantastic tool.