Aditi Technologies and New Madison Ave. Announce the Launch of HawkEyeQ: The CMO's Bridge to the CIO

Sep 29, 2011, 07:00 ET from Aditi Technologies

BANGALORE, India and NEW YORK, September 29, 2011 /PRNewswire/ --

Aditi Technologies, a leading provider of software product and application development services, announced that it has partnered with New Madison Avenue, a marketing technology services firm, to launch a new marketing initiative - HawkEyeQ which is aimed at CMOs, who are looking at a bridge to the CIOs' agenda. 

CMOs have it tough. Under pressure from the CEO to 'make things happen fast' and from the CFO to prove credibility and measure and report ROI, CMOs are increasingly turning to a team that didn't exist in their realm until recently:  The CIO's office. For a typical CMO, the IT guys were a black-box abstraction - busying themselves with arcane things like security, governance etc. and were best left alone. Needless to say, the feeling from the CIO team was mutual. 

But now is the time to mend fences and learn to speak the same language. In today's world, where over 60% of the marketing spend is powered by digital technology, the CMO and CIO have to work together as a team. Culturally as different as chalk and cheese, they speak different languages, march to different beats, budget for different goals and celebrate different kinds of success. Where do these terrains meet?  And more importantly, who makes it happen?

Enter HawkEyeQ: with the proposition to build bridges between CMO and CIO to improve marketing effectiveness by doing two simple things - marketing IT program management with the CIO team and  digital marketing insight development through integrating marketing data in collaboration with the agencies with whom the CMO works. Set up by ex-CMOs and advisors to CIOs, the team is led by Ed Cannon; Partner at New Madison Ave and popularly known as the CMO's CIO,  and Vineet Arora Managing Director at Aditi Technologies; a boutique web, mobile and BI application development company.

Vineet says, "The CMO's office sees the most churn in C-suite. In part, it is because it is one of the last functions to link budget to ROI.  Once you prove accountability, the rest of the conversation with the C-suite becomes far simpler.  So, right up front, big data needs to become smart, integrated data."  He also suggests starting with something simple, like a simple scorecard that covers gathering, analyzing and distributing media and customer data and insights. "Start to improve and bring together what you have. Most often it's not the tool that's the problem, it's how they are not implemented as a simple connected platform," he said.

Ed, also a veteran at marketing teams at MTV and Sony, says one of the toughest bridges to cross is the speed at which marketing programs get implemented by IT. "Both teams are under pressure to keep pace with technology and channel innovations in digital media. Since Marketing IT was never planned as a connected platform, incremental improvements often require system overhaul. Suppose you own three brands, market in four segments and a big launch comes along - how do you build these microsites and landing pages, develop a mobile app and connect it with the Facebook application that you are building, all within 3 days? Who takes care of the integration, the infrastructure, the UX? It's a tough transition, especially if you don't have the CIO by your side."

"Technology is becoming critical to marketing. In fact, most of marketing IS technology. The next generation of CMO is more likely to spend more time with the IT team than the creative agency. And there will be cross pollination. Geeks will set the agenda for better customer engagement, more effective marketing execution and smarter decision making. And the CEO and CFO will be happy that it happened," signs off Rob Kingston, a marketer-turned-geek and Senior VP at New Madison Ave.

For more information on HawkEyeQ, visit the company site, here

About Aditi Technologies:

Aditi represents the top Microsoft software development capability in the world. Leveraging a close partnership with Microsoft across product groups and sales offices, Aditi has emerged as a partner of choice for Microsoft clients seeking to engineer products or applications on emerging Microsoft platforms. Driven by a philosophy of hiring only 'top percentile technology talent' and fostering an open culture of innovation and fun, Aditi is one of India's best places to work. It leverages Microsoft as a customer, as a partner and as a platform. Founded in 1994, Aditi is headquartered in Bangalore and has offices in Seattle, New York, Boston, London, Mountain View and Jakarta. To learn more, visit

For More Info:
Sandish Handa
Lead - Global Marketing Communications
Aditi Technologies

SOURCE Aditi Technologies