Live @ IBM Smarter Commerce Global Summit Madrid: IBM VP & GM Yuchun Lee On Marketing Automation & Optimization

Yuchun Lee is vice president, Enterprise Marketing Management (EMM), in the Industry Solutions division, IBM Software Group. EMM is comprised of Coremetrics and Unica technologies, providing the foundation for solutions to help companies automate, manage, and accelerate core business processes across marketing and demand generation.

My partner-in-crime, Scott Laningham, sat down to chat with IBM VP and general manager, Unica co-founder, and former MIT card-counting guru, Yuchun Lee, about the opportunities presented by “smarter commerce” for companies everywhere at the IBM Smarter Commerce Global Summit.

In his keynote earlier this week, Lee explained that IBM now has a “more comprehensive suite for relevant and personalized offers, and an enhanced social media metrics capability” in the form of Unica Marketing Automation Tool v. 8.6, a capability that clients around the globe have been clamoring for.

The social buildout also incorporates enterprise analytics, tag management, and full mobile and social market capabilities that tie more closely together the marketing automation experience with the social realm.

Lee also explained in his keynote that many organizations must adjust their marketing cultures to fully capitalize on the Generation C culture.  They must build organizations that balance analytics and creative talents (easier said than done!), work with IT rather than around IT, and break down marketing siloes — digital and traditional marketing must consolidate and collaborate.

Words of wisdom from a former world-renowned blackjack player, and now, market thought leader in the realm of social/Web metrics and marketing automation.

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