Digital command centers are at the forefront of digital transformation in many organisations. From exhibiting the Chief Marketing Officer (CMO)'s strategy, to centralising multidisciplinary teams, how can companies leverage the advantages of a command center to drive success?
We spoke with Ovum's Principal Analyst, Clement Teo about the ins and outs of building and using a digital command center:
https://www.youtube.com/watch?v=2j8palRnUJs
It is an organisational construct that brings together various teams like web, social, production, creatives, and media buyers to run campaigns under the CMO's direction. But more than that, it is the process through which a marketing strategy is executed. These include: running campaigns, as well as mapping the customer's journey.
A typical command center serves the following purposes:
It consists of:
Social media has become more vital than ever to a company's marketing strategy. Customer interactions are no longer limited to face to face scenarios, and a significant amount of chatter is taking place about various brands online. There is definitely a lot of data out there that companies can leverage. This is where a digital command center can help the CMO to correlate different data sets, and map out customer profiles and journeys to formulate the ideal customer experience.
Market research does not have to be like rocket science! Take our free guide on using social media insights to go: