We’re pleased to present the Fourth Annual Forbes/ScribbleLive (formerly Appinions) CMO Influence Study, in which we identify and recognize the marketing leaders who have established themselves by publishing and sharing opinions that travel and generate significant reactions. Others’ influence is based on newsworthiness, either personally or that of the companies they represent. The CMO title is applied broadly. In some cases, it applies to the highest-ranking marketing officer within any given company for inclusion in the study. The actual title of each honoree is listed on their personal profile page. We recognize there’s churn in this arena; 22% of these CMOs have been in the role for less than a year. To qualify for inclusion on this list, each CMO is required to have held their title or rank for a minimum eight months in 2015.
To arrive at the scores, the ScribbleLive Insights platform analyzed over 100 million articles from news, blog and social media sources, identified opinions from and reactions to the selected CMOs, and calculated a proprietary influence score based on the people or entities reacting to an opinion. This was weighted by their respective influence on a given theme; the credibility of the outlet where the reaction was published or consumed; and the volume of reactions generated by the opinions attributed to that influencer within the studied timeframe of May 12 to September 30, 2015.