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