Page 5 - Cyber Warnings

To make matters worse, the regulators already stepped in, EU council leading the way with its
General Data Protection Regulation that includes draconian fines for non-compliance - 4% of
annual revenue or 20 million Euros, whichever is highest.

What it means is that it is no longer a choice whether marketing technology security is your
priority – with fines as high as 4% of your annual revenue it is now a necessity.

So, zooming out for a moment, here’s your 30,000 feet view:

1. Your business will succeed or fail depending on customer experience.
2. You can only win the customer experience game if you know everything about your
customer.
3. Digital customer experience technology is in your CISO’s blind spot.
4. A breach of customer data may cost you up to 4% of your revenue and, more
importantly, can make you fail at the customer experience game.

What’s next?

CMOs and CISOs are disconnected today in a similar way that CMOs and CIOs used to be.
Even though this disconnect between IT and marketing still exists, it has been recognized years
ago and it gave rise to the Chief Marketing Technologist. Marketing technologists stepped into
the gap between the CMO and the CIO and have become one of the most sought after
employees. According to VentureBeat, marketing technologist was the hottest job of 2015, right
alongside data scientist.

Will the same happen in the marketing technology security space?

Are we facing the rise of the Chief Marketing Security Officer? That I don’t know for sure, but
what I know is that there is a void between the CMO and the CISO that someone will have to
step into.

About the Author

Łukasz Szostak is an entrepreneur as well as a board member and
partner at TBSCG, a global professional services and cloud
computing group, which specializes in bringing the marketing and
information technology worlds together.

Based in New York City, he has been in the marketing technology
space since early 2000’s, and enjoys writing about customer
experience management, digital asset management and technology
strategy.

5 Cyber Warnings E-Magazine – August 2016 Edition
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