Steve Gross, Chief Marketing Officer, University of Phoenix | Data-Driven CMO

Steve Gross, Chief Marketing Officer, University of Phoenix

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  • 00:42 - Steve's background and career
  • 04:53 - The shift from CMO to CEO (and back again)
  • 07:55 - Marketing is shifting from depending on an agency to in-house analytics
  • 10:49 - Difference of marketing high- vs low-consideration purchases
  • 13:25 - Marketing analytics functions are critical
  • 15:03 - How long is the customer journey?
  • 18:06 - The difference in data vs analytics functions
  • 21:37 - What's the North Star business KPI?
  • 24:34 - Content shines by creating a value exchange in a digital-first world
  • 26:59 - Content is where marketing is going.
  • 28:59 - Structuring a marketing team for content *and* ROI
  • 35:52 - University of Phoenix has a reputation for being an early adopter of emerging and important technology
  • 41:45 - Steve's advice to someone starting a marketing career

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