The head of product development has a unique responsibility and focus to “bridge” two distinct approaches to a business: the ‘what’ of market opportunities and customer needs with the ‘how’ of building a technically robust platform. Therein lies the challenge and mandate of the CPO.
The Next Web recently issued a post that asked “what exactly should your chief product officer do?” The number one answer was to “make things better.” Finding ways to make things better has been my lifelong fascination. As CPO at IMH, this translates to uniting marketing and technology to deliver on customers’ objectives in ever simpler and more effective ways. A good CTO pays attention to the business environment to balance technical investments with business value. The CMO has a pulse on customer satisfaction and overall market trends. My team and I are focusing on building advanced technical tools that do not require an advanced degree for full utilization, to help our clients unpack the complexities of the digital marketing space in a straightforward way.
As one example, we have built a suite of tools to help marketers ensure they are truly getting the quality they’re paying for. Our Adtricity solution is one of the few available today that helps measure ad inventory quality based on viewability and verification, as well as 24 other metrics. Not only is this an invaluable tool for our clients, but we also offer this completely free to publishers to help them improve their ad quality. But what’s especially unique about Adtricity is that it is deeply integrated into our entire range of offerings. My goal is to ensure that all of these tools work together in a way that buying, serving, and measuring advertising based on quality and with full transparency requires no additional thought or effort by advertisers and publishers.
We are also enabling advertisers to target audiences much more precisely than ever before. We have started allowing advertisers to target and measure advertising based on their own traditional customer lists and data sets – ultimately linking offline interactions such as in-store purchases with digital advertising. We are moving to the next phase in advertising where we can precisely measure the effectiveness across all consumer touch points and use this data to more effectively select prospects relevantly as individuals rather than segments. The possibilities are endless when marketers connect their own data with our technology platforms, and we recognize that this can be a big differentiator for our customers.
The role of the CPO has grown massively more complex as marketing and advertising landscapes have evolved. When, almost a decade ago, I proposed linking ad platforms through Real Time Bidding to more efficiently reach the right consumers with the right message, I did not know how the simple full service ad platform would fragment into dozens of sub-categories made up of individual technology solutions. Because of this ever-growing spider web of products and services, I’m constantly trying to answer the question: How can we give marketers a toolkit that allows them to take advantage of sophisticated technology in a simple way?
IMH is a company to watch in the next few months as we focus on functionality and user experience. As our CRO, Jeff Collins, has pointed out, this industry is ready for incredible growth through change. IMH will help lead the way, and these exciting changes will only serve to further empower marketers by giving them practical tools to drive ROI and revenue.