>> Hello everyone, we're here at the Data Cloud Summit, and we have a real treat for you. I call it the CMO Power Panel. And we're going to explore how data is transforming marketing, branding and promotion. And with me are three phenomenal marketing pros and chief marketing officers. Denise Persson is the CMO of Snowflake, Scott Holden of ThoughtSpot and Laura Langdon of Wipro. Folks, great to see you. Thanks so much for coming on "theCUBE." >> Great to be here with you David. >> Awesome, Denise, let's start with you. I want to talk about the role and the changing role of the CMOs, has changed a lot, you know, I suppose of course with all this data, but I wonder what you're experiencing and can you share with us why marketing especially is being impacted by data. >> Well data's really what has helped turn us marketers into revenue drivers, into call centers. And it's clearly a much better place to be. What I'm personally most excited about is the real time access we have to data today. In the past, I used to get a stale report a few weeks after a marketing program was over and at that time we couldn't make any changes to the investments we'd already made. Today, we get data in the midst of running a program. So it can reallocate investments at the time a program is up and running and that's really profound. Today as well, I would say that adaptability has truly become the true superpowers of marketing today and data is really what enables us to adapt to scale. We can adapt to customer's behavior and preferences at scale and that's truly a profound new way of working as well. >> That's interesting what you say cause you know, in tough times used to be okay, sales and engineering, put a brick wall around those and you know, you name it marketing, say, "Okay, cut." But now it's like, you go to marketing and say, "Okay, what's the data say, "how do we have to pivot?" And Scott, I wonder what have data and cloud really brought to the modern marketer that you might not have had before through to this modern era? >> Well, this era, I don't think there's ever been a better time to be a marketer than there is right now. And the primary reason is that we have access to data and insights like we've never had before and I'm not exaggerating when I say that I have a hundred times more access to data than I had a decade ago. It's just phenomenal. When you look at the power of cloud, search, AI, these new consumer experiences for analytics, we can do things in seconds that used to take days. And so it's become in us, as Denise said a super power for us to have access to so much data. And it's, you know, COVID has been hard. A lot of our marketing teams who never worked harder making this pivot from the physical world to the virtual world but they're, you know, at least we're working. And the other part of it is that digital has just created this phenomenal opportunity for us because the beauty of digital and digital transformation is that everything now is trackable, which makes it measurable and means that we can actually get insights that we can act on in a smarter way. And you know, it's worth giving an example. If you just look at this show, right? Like this event that we're viewing. In a physical world, all of you watching at home you'd be in front of us in a room and we'd be able to know if you're in the room, right? We'd track to the scanners when you walked in but that's basically it. At that point, we don't really get a good sense for how much you like, what we're saying. You know, maybe you filled out a survey, but only five to 10% of people ever do that. In a digital world, we know how long you stick around. And as a result, like it's easy, people can just with a click, you know, change the channel. And so the bar for content has gone way up as we do these events but we know how long people are sticking around. And that's, what's so special about it. You know, Denise and her team, as the host of this show they're going to know how long people watch this segment. And that knowing is powerful. I mean, it's simple as you know, using a product like ThoughtSpot, you could just ask a question, you know, how many, you know, what's the average view time by session and Bloomer chart pops up. You're going to know what's working and what's not. And that's something that you can take and act on in the future. And that's what our customers are doing. So, you know, Snowflake and ThoughtSpot, we share our customer with Hulu and they're tracking programs. So, what people are watching at home, how long they're watching, what they're watching next. And they're able to do that in a super granular way and improve their content as a result. And that's the power of this new world we live in that's made the cloud and data so accessible to folks like us. >> Well, thank you for that. And I want to come back to that notion and understand how you're bringing data into your marketing ops, but I want to bring Laura in. Laura, Wipro, you guys partner with a lot of brands, a lot of companies around the world. I mean, thousands of partners, obviously Snowflake in ThoughtSpot or two. How are you using data to optimize these co-marketing relationships? You know, specifically, what what are the trends that you're seeing around things like customer experience? >> So, you know, we use data for all of our marketing decisions, our own, as well as with our partners. And I think what's really been interesting about partner marketing data is we can feed that back to our sales team, right? So, it's very directional for them as well and their efforts moving forward. So, I think that's a place where specifically to partners, it's really powerful. We can also use our collected data to go out to customers to better effect. And then you know, regarding these trends, we just did a survey on the state of the intelligent enterprise. We interviewed 300 companies, US and UK, and there were three interesting I thought statistics relevant to this. Only 22% of the companies that we interviewed felt that their marketing was where it needed to be from an automation standpoint. So lots of room for us to grow, right? Lots of space for us to play. And 61% of them believe that it was critical that they implement this technology to become a more intelligent enterprise. But when they ranked on readiness by function, marketing came in six, right? So HR, RND, finance were all ahead of marketing followed by sales. You know, and then the final data point that I think was interesting was 40% of those agreed that the technology was the most important thing, that thought leadership was critical. You know, and I think that's where marketers really can bring our tried and true experience to bear and merge it with this technology. >> Great, thank you. So, Denise, I've been getting the Kool-Aid injection this week around Data Cloud. I've been pushing people but now that I have the CMO in front of me, I want to ask about the Data Cloud and what it means specifically for the customers and what are some of the learnings maybe that you've experienced that can support some of the things that that Laura and Scott were just discussing. >> Yeah, as Scott said before, idea of a hundred times more data than he ever has before. And that's again, if you look at all the companies we talked to around the world it's not about the amount of data that they have that is the problem, it's the ability to access that data. That data for most companies is trapped across silos, across the organization. It sits in data applications, systems or records. Some of that data sits with your partners that you want to access. And that's really what the data cloud comes in. Data cloud is really mobilizing that data for you. It brings all that data together for you in one place. So you can finally access that data and really provide ubiquitous access to that data to everyone in your organization that needs it and can truly unlock the value of that data. And from a marketing perspective, I mean, we are responsible for the customer experience you know, we provide to our customers and if you have access to all the data on your customers, that's when you have that to customer 360, that we've all been talking about for so many years. And if you have all that data, you can truly, you know, look at their, you know, buying behaviors, put all those dots together and create those exceptional customer experiences. You can do things such as the retailers do in terms of personal decision, for instance, right? And those are the types of experiences, you know, our customers are expecting today. They are expecting a 100% personalized experience for them you know, all the time. And if you don't have all the data, you can't really put those experiences together at scale. And that is really where the data cloud comes in. Again, the data cloud is not only about mobilizing your own data within your enterprise. It's also about having access to data from your partners or extending access to your own data in a secure way to your partners within your ecosystems. >> Yeah, so I'm glad you mentioned a couple of things. I've been writing about this a lot and in particularly the 360 that we were dying for, but haven't really been able to tap. I didn't call it the data cloud, I don't have a marketing gene. I had another sort of boring name for it, but I think there's similar vectors there. So I appreciate that. Scott, I want to come back to this notion of building data DNA in your marketing, you know, fluency and how you put data at the core of your marketing ops. I've been working with a lot of folks in banking and manufacturing and other industries that are that are struggling to do this. How are you doing it? What are some of the challenges that you can share and maybe some advice for your peers out there? >> Yeah, sure, you brought up this concept of data fluency and it's an important one. And there's been a lot of talk in the industry about data literacy and being able to read data. But I think it's more important to be able to speak data, to be fluent and as marketers, we're all storytellers. And when you combine data with storytelling, magic happens. And so, getting a data fluency is a great goal for us to have for all of the people in our companies. And to get to that end, I think one of the things that's happening is that people are hiring wrong and they're thinking about it, they're making some mistakes. And so a couple of things come to mind especially when I look at marketing teams that I'm familiar with. They're hiring a lot of data analysts and data scientists and those folks are amazing and every team needs them. But if you go too big on that, you do yourself a disservice. The second key thing is that you're basically giving your frontline folks, your marketing managers or people on the front lines, an excuse not to get involved with data. And then that's a big mistake because it used to be really hard. But with the technologies available to us now, these new consumer like experiences for data analytics, anybody can do it. And so we as leaders have to encourage them to do it. And I'll give you just a you know, an example, you know, I've got about 32 people on my marketing team and I don't have any data analysts on my team. Across our entire company, we have a couple of analysts and a couple of data engineers. And what's happening is the world is changing where those folks, they're enablers, they architect the system. They bring in the different data sources. They use technologies like Snowflake as being so great at making it easier for people to pull spectrum technology together and to get access to data out of it quickly, but they're pulling it together and then simple things like, "Hey I just want to see this "weekly instead of monthly." You don't need to waste your expensive data science talent. You know, Gardener puts a stat out there that 50% of data scientists are doing basic visualization work. That's not a good use of their time. The products are easy enough now that everyday marketing managers can do that. And when you have a marketing manager come to you and say, you know, "I just figured out "this campaign which looks great on the surface "is doing poorly from an ROI perspective. That's a magic moment. And so we all need to coach our teams to get there. And I would say, you know, lead by example, give them an opportunity to access data and turn it into a story, that's really powerful. And then lastly, praise people who do it, like, use it as something to celebrate inside our companies is a great way to kind of get this initiative. >> I love it. And talking about democratizing data and making it self service, people feel ownership. You know, Laura, Denise was talking about the ecosystem and you're kind of the ecosystem pro here. How does the ecosystem help marketers succeed? Maybe you can talk about the power of many versus the resource of one. >> Sure, you know, I think it's a game changer and it will continue to be. And I think it's really the next level for marketers to harness this power that's out there and use it, you know, and it's something that's important to us, but it's also something we're starting to see our customers demand. You know, we went from a one size fits all solution to they want to bring the best in class to their organization. We all need to be really agile and flexible right now. And I think this ecosystem allows that, you know, you think about the power of Snowflake, Snowflake mining data for you and then a ThoughtSpot really giving you the dashboard to have what you want. And then an implementation partner like a Wipro coming in, and really being able to plug in whatever else you need to deliver. And I think it's really super powerful and I think it gives us you know, it just gives us so much to play with and so much room to grow as marketers. >> Thank you, Denise, why don't you bring us home. We're almost out of time here, but marketing, art, science, both? What are your thoughts? >> Definitely both, I think that's the exciting part about marketing. It is a balancing act between art and science. Clearly, it's probably more science today than it used to be but the art part is really about inspiring change. It's about changing people's behavior and challenging the status quo, right? That's the art part. The science part, that's about making the right decisions all the time, right? It's making sure we are truly investing in what's going to drive revenue for us. >> Guys, thanks so much for coming on "theCUBE." Great discussion, I really appreciate it. Okay, and thank you for watching. Keep it right there. Wall-to-wall coverage of the Snowflake Data Cloud Summit on "theCUBE."

>> Announcer: Live from San Juan, Puerto Rico, it's The Cube covering Blockchain Unbound, brought to you by Blockchain Industries. (rhythmic salsa music) >> Hello, everyone, welcome back to our exclusive coverage here in Puerto Rico, Blockchain Unbound Global Conference where the leaders in the industry from entrepreneurs to investors and everything in between, from San Francisco to New York, Miami, South Africa, Russia, all over the world are here in Puerto Rico, The Cube's coverage. Our next guest is Naomi Brockwell who is hosting the event here on stage. She's emceeing it all. You go to her YouTube channels /naomibrockwell, check out her videos, hosts events all over the industry, Blockchain, celebrity, thought leader, futurist. What else are you? >> You're very, very kind. It's all not true, but I have been in the space for awhile and I love Blockchain text, so it's exciting to be here. >> I'm really impressed by your stamina and passion on stage. What a line up today, so give us the quick highlights What happened today, we were here filming. What happened inside the venue? We saw some great talks come through there. >> Yeah, we saw some great ones. A probably a highlight for me was seeing Alena. She was the former CEO of SatoshiLabs, which created Trezor, one of mt favorite hard wallets, by the way, and it was just great listening to her talk about security because that is something that is so important and people do not take seriously enough. I have people telling me, "Oh, Naomi, I started up this wallet, and I stood my public in the..." I was like, "So did you write down your private key and all that, it's in a safe place?" He's like "Yup, it's in my DropBox." I'm like, "No, what are you doing, this is not good!" Hearing her basically say anything that has touched the internet ever, any device that has been on the internet ever is not secure. Do not trust it, you need to use offline things. >> There's a lot of wallet grabbing going on digitally. >> Absolutely. >> That's come up. I saw some stuff on Telegram, people that we know, be like, "Hey, beware, a lot of hacking out there. "Got to watch your coins." >> And also, I mean there's just huge gains to be made, right, so it makes sense, especially we expect the price of Bitcoin to go up. You have hackers just targeting at specific wallets, and specific vulnerabilities, and they just keep going until they get through, so you've got to be vigilant and you got to take every precaution possible. Got to take it seriously. >> Is there a best practice that you observed? >> Absolutely. Don't store anything online. And another thing, people are telling me, "Yeah, you know, I have my private key written down." I'm like, "Great, you wrote it down twice?" They're like, "Yeah, I just printed that out twice." I'm like, "No, your printer stores an image "of everything you've ever printed out "and it's connected to wifi at all times. "That is going to be hacked. "Do not print out your private key, "your paper wallet, anything. "You've got to write this down." Paper and pen is the best practice you can use and-- >> Going old school analog, big time. >> Absolutely. And isn't that funny? You have this amazing new tech that's fantastic, cutting edge, and what are we doing to keep it safe? Pen and paper. >> Yeah, turn off all wifi, put on some vinyl records, eight-track recorder, going old school. Okay, I got to get-- >> But holding your own coins, holding your own money, having control of your own money, no one said that's the easiest practice. They just said it was the most secure and is going to give you the most power over your funds, and so if you want to do that, there's a price to pay and that is being vigilant about your security. >> One of the things about that I'm interested in talking to you about is being someone who's present at creation of a big movement like this. You've seen the evolution. What's the growing pains in the industry 'cause we're seeing a lot of people who are the pioneers, now that people, I won't call them tourists because they're still young and emerging, but you have a lot of get-rich-quick schemes. Those are obviously being filtered out pretty quickly by the community, but you're seeing new entrants come in. You have financing, got big numbers coming in, big money. How has it evolved, I mean, what's your observation? How is it maturing? What's some of the vibe? You've got some factions over here, you've got some factions over there. People are still getting along. What's the overall sentiment? >> I've been in this space for about five years, so in this industry, it's like being an absolute veteran, and what you've seen is it started out as this very libertarian space. People were interested in taking their money out of the control of government and having more autonomy over their finds, having more control over their funds. Blockchain was invented as a tool for giving people more freedom, and what you're seeing now is a bunch of people who entered the space who don't necessarily share that ethos, but what I love about Blockchain is that they're taking this technology that is inherently taking people towards a more decentralized free society, and they're applying it to all different industries. So my point of view, it doesn't bother me at all that the new entrants don't necessarily share this passion for freedom that the people who've been here since the beginning have, but the fact that they are taking this and making the world a more free place regardless is really exciting to me. >> And that's the real opportunity 'cause inherently the ethos is Blockchain, so it's not so much a political orientation or this or that. It's how you apply it. >> Exactly, and so Blockchain, being a decentralized ledger is great because when you decentralize any power structure, no matter what industry it is, I mean, you're really making people more free, you're giving them more responsibility, and I like seeing things become decentralized. >> Certainly we're a media company, we're kind of a new car, we don't believe in a central gatekeeper, so I got to ask you the question. As a YouTuber who has a big fan base and in the community, it's really disheartening for me to see John Oliver take down Brock Pierce, although it was a hilarious video up until the point where he maliciously went after Brock in a very vicious way. How does one person have that power. I mean, it shouldn't be that way, or the New York Times or a certain publication that, they're the gatekeeper still. That was an example I looked at and said, "That's where Blockchain can disrupt the media." I mean, it's great comedy, but it kind of went over the top. >> For me, I mean-- >> He got fired by the Eagles project. They wiped his name off everything. I mean, that's just, I just see that as a problem. You, what's your thoughts? >> When you say how do these people get there, John Oliver is a funny guy. I see how he got there, he's very talented, he has a great team, great writing, but that section, I thought it was pretty spot on for most of the Bitcoin segment. It got to that section, I was like, "Oh, this is kind of sloppy research." so that was disappointing. I saw that Brendan Bloomer had a nice response that he posted. He's the head of EOS. >> What did he say? >> He was just very funny and playful with John, so that was nice to see. He set him straight in terms of saying like, "What does this technology enable?" He was basically arguing Blockchain doesn't go far enough. It doesn't fulfill the needs that I see in society so I created this other thing which does XYZ. He was authoritative in stating that, "no, you just don't understand the tech." He basically clarified the Brock situation and said, "No, actually having him involved was really great." He's not involved for various reasons. Yeah, it was an interesting segment that the-- >> It was so funny after that one point. I'm like, "Oh, boy." >> I was enjoying it up til then. I was like, "Okay, this makes sense, you know. >> It's funny. >> And then it gets up to that and I'm like, "Okay, this just became an at home and I'm going to tag. This is a cheap throw, and people do that with Bitcoin. Since it's inception, you've seen people in media and mainstream media in particular target Bitcoin and they're just adopting the government narrative saying, "Oh, everyone in this industry is corrupt," or "Everyone in this industry is an ICO scammer," or "Everyone in this industry is a drug runner "and they're all selling drugs on the dark web." It's like, you know what, you can do some research and do a bit better than that, so to see John Oliver perpetuating those at-home and I'm going to attack was disappointing, but at the same time, we are seeing that narrative shift, and you're seeing more news outlets become more positive about Bitcoin. >> Also the data is the self-government and the community has the data. The truth is going to get out there. That's the purpose of Bitcoin, Blockchain, and Crypto. You've got consensus, you've got algorithms, you've got machine learning. Okay, cool. What are you up to? You've got an exciting couple things going on. You've got a lot going on, so take a quick minute to explain your big project. You've got some exciting, cool things, share it. >> Got some fun things going on at the moment. While I'm not emceeing 20 to 40 Blockchain conferences a year, which is exciting, but takes up a lot of my time, I am a television producer. I have my own show. It's Bitcoin, Blockchain-tech based. Then on top of that, I'm a film producer, television producer. We're working on a really exciting series right now. It's called The HardFork Series. It's this dystopian future, it's a sci-fi thriller. $18 million, or it's a large budget, and we have one of the guys from Ozark, on Netflix originally. If you haven't seen it, you should see it. It's a great show. Christopher James Baker is our lead and the community support we have garnered for this project is great because we have not only Hollywood types, our director is a Sundance alumni. We've also got people in the Crypto Space who have a huge amount of credibility. We've got Bruce Fenton, Jason King on our Board of Advisors. People who understand the space, so the community is excited about for the first time having a mainstream production that is being created with a large budget where people in the industry have control of the narrative. We haven't had control of the narrative yet. >> That's true. >> The government's still controlling it, mainstream media's still controlling it, and so to create a series that could potentially expose people to this technology for the first time and to have control of that narrative is exciting. >> Is it going to be inspirational, it going to be a comedy? >> It's going to be gritty, it's a sci-fi thriller. We call it a crypto-thriller noir. Is that not the best genre you've ever heard? It's pretty cool. It's this idea that in the future the government has their own Blockchain and there's Crypto Coins that they have. It's all centralized and they control the populous with this augmented reality where everything is gamified. Basically the idea is the government's trying to distract people from important issues, like gamifying everything. You have this group of renegades who comes in. They're like, "No, we're going to decentralize this." They come and work their magic. >> It's Mr. Robot meets Black Mirror. >> Oh, yeah, no, it's pretty great. >> Kind of thing goin' on? It basically is a tale about the power of decentralization and how it can disrupt all authoritarian role, which I think is just a great topic for right now. >> What's your background? Where are you, out of LA, New York? >> I'm based in New York. My background actually. >> How'd you get here? >> I was an opera singer. That's how I got here. I moved to New York as an opera singer and then pivoted into movie production, and from there went on to television production. I got into the Crypto Space because I'm really interested in Australian economics and love the philosophy that Bitcoin was created on. It's been an interesting journey. >> You got addicted. >> Yeah, now I kind of-- >> You went to the light. >> Yeah, I'm bringing everything together now with my Bitcoin, economics-based, Crypto-thriller noir, so it's pretty exciting. >> I'm super impressed. Congratulations on all your continued success. Great job emceeing the Blockchain Unbound. >> Thank you. >> Great energy, great mind, great to have you on The Cube. Thanks for sharing >> It's wonderful to be here. >> your story. Thanks for everything. It's The Cube, I'm John Furrier here. Breaking down, we've got all the action in Puerto Rico. Thought leaders, entrepreneurs, investors, people in the industry sharing their story. Sharing the data with you, that's our mission. Thanks for watching. Day two tomorrow, we'll see you then. (engaging tones)