Archive for May 24th, 2012
Live @ IBM Smarter Commerce Global Summit Madrid: IBM VP & GM Yuchun Lee On Marketing Automation & Optimization
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.
Live @ IBM Smarter Commerce Global Summit Madrid: IBM Product Manager Mark Frigon On Smarter Web Analytics & Privacy
Effective Web metrics are critical to the success of businesses looking to succeed in e-commerce and digital marketing these days, and IBM has a number of experts who spend a lot of their time in this area.
One of those here in Madrid at the IBM Smarter Commerce Global Summit, Mark Frigon, is a senior product manager for Web analytics in IBM’s Enterprise Marketing Management organization.
Mark sat down with me to discuss the changing nature of Web analytics, and how dramatically it has evolved as a discipline over the past few years, including the increased focus by marketers on “attribution,” the ability to directly correlate a Web marketing action and the desired result.
Mark also spoke at the event about the importance for digital marketers around the globe to be more privacy-aware, a topic we also discussed in our time together, calling out in particular the “Do-Not-Track” industry self-regulatory effort that intends to put privacy controls in the hands of consumers.
If you spend any time thinking about Internet privacy or Web analytics, or both, this is a conversation you won’t want to miss.
Live @ IBM Smarter Commerce Global Summit Madrid: IBM VP Maria Winans On Smarter Commerce Marketing
Scott Laningham and I spoke to a number of IBM execs, partners, and subject matter experts at the IBM Smarter Commerce Global Summit this week, one of whom has been a key driver for IBM’s events catering to business executives.
Maria Winans is a vice president with IBM Software’s Industry Solutions group, and spent countless hours leading a team that prepared for the Madrid Summit, among others.
Maria and her team are laser-focused on helping take IBM software solutions to market by industry, centering their energy on a number of key verticals, including the retail and banking industries, among others.
Maria discussed a number of important issues in our conversation, including the trend towards communicating more with the “line-of-business” customer set, and the requisite changes that that is driving in IBM’s go-to-market efforts.