Lisa Arthur

Heather Fletcher is senior content editor with Target Marketing.

Marketers love quoting Mr. Spock. His logic boils down problems. Solutions appear that seem obvious. Not first to arrive at the golf course? "Vulcan nerve-pinch" the competitor down and reach the finish line of the "race." Advertisers were among millions who lost a friend on Friday morning when Leonard Nimoy, the actor most famous as Mr. Spock on "Star Trek," died in his Los Angeles home of end-stage chronic obstructive pulmonary disease. He was 83.

Political campaigns have a long history of borrowing tools and practices from marketers (and vice versa). But as election season really heats up this fall, politicians will be using a new technique born out of "big data" analysis: Nanotargeting.

Chief marketing officers face a quickly revolving door, underscored by the tremendous pressures and short leash they are given to show success and turn over results. According to global executive search firm Spencer Stuart, the average shelf life of a CMO was 34.7 months in 2009, significantly shorter than the "hot seat" for CEOs, which ranges from 7 to 10 years.

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