Transforming demand generation, boosting responses up to sixfold
Transforming demand generation, boosting responses up to sixfold
IBM Unica empowers customers, accelerates key marketing processes, improves marketing performance
IBM'S MACKEY ON USING DATA, ANALYTICS TO UNDERSTAND THE FUTURE
See full Article Brian Mackey, director-IBM Marketing Transformation, is assigned to help IBM marketing deploy a data-driven strategy. His team has built a uniform system that helps the company derive actionable insights from disparate actions—Web searches, clicks, downloads and in-person events stretching across 78 countries. Mackey spoke to BtoB about how data and predictive analytics transform marketing into a customer-driven process. BtoB: How do you carve actionable insights from data? Mackey: When we started, we had all kinds of tools in place. As we went from one geography to another, marketing organizations executed and collected data in different ways. The ability to roll all of the data up and be able to understand it end-to-end—we were not in the position to do that. We deployed a common platform worldwide to manage all of the execution and standardize the way that we capture responses. Once you get that backbone in place, then you have confidence that your raw data is bein...
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