If your marketing budget suddenly goes south, the CMO may feel the power slipping through their fingers. But does money actually equal power? According to Tom Jackson at Cambridge Analytica, the source is data analytics and behavioral communications. Through the application of behavioral science, marketers can make more efficient ad spend decisions by uncovering hidden potential customer pools. The CMO can rise as the hero of the company and increasing effectiveness at a decreased cost.

[Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.]