Steve Gross, Chief Marketing Officer, University of Phoenix | Data-Driven CMO

Steve Gross, Chief Marketing Officer, University of Phoenix

Connect with Steve Gross

Connect with Anda Gansca

Follow Knotch on LinkedIn

Subscribe to Data-Driven CMO on Apple, Spotify, or your favorite podcast app.

Skip to…

  • 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

New episodes of Data-Driven CMO are released every Thursday.

See more episodes

Become a thought leader

Building the Business Case for Thought Leadership in the AI Era - Key Takeaways

Ambition Over Caution: Lessons from Knotch's 2025 Pros & Content Summit

Not All Traffic Is Good Traffic: Why Hidden Risks in High-Performing Pages Deserve a Closer Look

Knotch Study: Embracing Agentic AI 

Knotch Reveals How Survey Question Design Impacts Audience Sentiment

The Modern Content Enterprise in the AI Era: Six Favorites Takeaways

LLMs vs. SEO: Inside Knotch’s Latest Data on Evolving Audience Behavior

2025 Enterprise Content Marketing Benchmarks, Budgets, and Trends

Why Most Brands Fail at Audience-Centric Marketing - And How Yours Can Succeed  - Key Takeaways

Knotchimonials

Trusted by the largest (and now smartest) brands in the world.

Get A Demo
See Knotch One

“Before Knotch we did not understand what content was driving business results. Now we understand which content moves the needle. Knotch’s cohesive reporting and insights paint a real picture of what’s happening on our website instead of the patchwork quilt that comes from a Google Analytics approach.  With Knotch we have been able to re-prioritize ad spend, route better leads to our SDR team, and inform our content development initiatives.”

Ben Bishop
Director, Digital Marketing, Insperity

"The Knotch platform ensures that we deliver high-performing content tailored to young home shoppers, enhancing their experience and driving better business outcomes.”

Ravi Kandikonda
CMO, Zillow

"Our partnership with Knotch has been highly successful, empowering us to leverage data-driven insights and refine our content strategy.”

Brandon Lawson
Director of Content Strategy, Smile Train