Posts Tagged ‘CMOs’
Live @ Information On Demand 2012: Smarter Marketing Analytics

Big Data is the digital convergence of structured and unstructured data. Those organizations that can capture and analyze their data, regardless of what type, how much, or how fast it is moving, can make more informed decisions. At Information On Demand 2012 today in Las Vegas, IBM announced a new digital marketing system to help CMOs conduct smarter marketing analytics.
The news dam has begun to break at the IBM Information On Demand And Business Analytics Forum here in Vegas.
One of the highlights of today’s announcement was IBM’s unveiling of a new digital marketing system and big data software designed to help organizations gain actionable insights.
These tackle the most pressing big data challenges facing organizations today — accessing and gaining intelligence into an enormous stream of data generated from mobile, social and digital networks.
Big Data for Chief Marketing Officers
The emergence of big data technologies is driving the transformation of marketing for every channel. Chief Marketing Officers (CMOs) are now responsible for analyzing consumer demands from social media, mobile devices, and traditional channels and align these demands with product development and sales.
The new IBM Digital Analytics Accelerator helps CMOs tap into consumer sentiment to create targeted advertising and promotions, avoid customer churn, and perform advanced Web analytics that predict customer needs.
Now, CMOs can bring advanced analytics to all their social media, web traffic, and customer communication behind their own firewall.
The industry’s first big data solution in the digital marketing arena is powered by Netezza and Unica technologies. With this integrated offering that includes the recently announced PureData System for Analytics, clients can run complex analytics on petabytes of data in minutes, and arm marketing professionals with instant insights.
CMOs can use new insights to accelerate marketing campaigns and better meet consumer needs based on the broadest range of data.
Trident Marketing: Gaining Visibility Into Consumer Behaviors
For Trident Marketing, a direct response marketing and sales firm for leading brands such as DIRECTV, ADT and Travel Resorts of America, performing analytics on big data has helped the company gain unprecedented visibility into consumers — from predicting the precise moment in which to engage with customers to anticipating the likelihood a customer will cancel service.
Working with IBM and partner Fuzzy Logix, the company has realized massive growth including a tenfold increase in revenue in just four years, a ten percent increase in sales in the first 60 days, and decreased customer churn by 50 percent.
(Almost) Live @ IBM Smarter Commerce Global Summit: That’s A Wrap
I’m still on the ground here at the IBM Smarter Commerce Global Summit in Orlando, Florida, but time is short and I have a plane to catch.
I bagged at least 14 on-camera interviews yesterday, for me a new record, and Scott Laningham and I bagged another 8 or 9 on Wednesday.
Tell me what day is is again?
Ohhh…oh yeah, it’s Fridayyyy! TGIF!
I get to go home today!
So here’s the deal: I was SO busy conducting the video interviews in the Smarter Commerce Solutions Center, I had precious little bandwidth for sharing all the great news emerging at the event here in the Turbo blog.
So, I’m going to try and do a quick little catch-up here.
First, today’s news: New Services From IBM to Accelerate Customer Engagement Efforts for CMOs and CIOs
This is a new set of services from our own IBM Interactive digital arm to help businesses build and expand their digital presence. Mucho mas details here.
From Wednesday: IBM Accelerates Smarter Commerce through Intelligent Guided Customer Experience
This is new software and services designed to help Chief Marketing Officers (CMO), Chief Procurement Officers (CPO) and other key line-of-business executives realize quicker business results by delivering intelligence guided customer experiences, across all digital channels, aligned to the buying and shopping preferences of each individual.
This new Smarter Commerce initiative consists of cloud-based software and services, including:
- IBM Marketing Center, an IBM SmartCloud Solution that integrates digital analytics with real-time marketing execution capabilities into a single solution that allows CMOs to better meet customer needs by quickly analyzing customer shopping patterns and turning these insights into intelligent offers that are personalized to each person.
- A new Smarter Commerce managed services offering that helps clients more rapidly and effectively deploy and manage their ecommerce environments.
- A new offering for Strategic Supply Management, available on-premises and as a SmartCloud solution that speeds and improves supplier governance, risk and compliance.
IBM currently analyzes more than $100 billion in commerce transactions per year in the cloud. Current IBM customers that have embraced cloud-based Smarter Commerce offerings include RadioShack, Bank of Montreal and Urban Outfitters.
With these new offerings, IBM can provide customers with automation and intelligence while accelerating and improving marketing, sales, customer service, procurement and supply chain management. More on that announcement here.
The Emerging CMO
I mentioned earlier we conducted a number of interviews, which Scott and I will be featuring in our respective blogs over the next few days (weeks?) as time and space permits.
I’ll start with our first day of interviews, where Scott and I had the opportunity to speak with Forrester Research “boomeranger” David Cooperstein, who’s in his second stint at that consultancy and focusing on the milieu of the Chief Marketing Officer.
David spoke to some of the concerns he’s hearing from CMOs, including the real fear of losing control of their brand and the emerging focus shift from creative- to analytical-driven marketing.