82016JuneReaching Clients in a Digital WorldBy Ari Sheinkin, VP-Marketing Analytics, IBMIBM's Transformation to a Data-Driven Marketing Function The BeginningEvery company thinks it is client centric. If you want to know the truth, look at the data. Is the data organized around individuals? Is it integrated across source systems? Is it accessible in real-time to support personalized digital experiences? If your data isn't organized around individuals then, as much as you aspire to be client centric, your platforms will not allow you to deliver on your vision.I can tell you that two years ago, this was the story in IBM. While we were and are deeply and truly committed to our clients, our data was all organized around accounts, it was siloed by geography and units and it took a data scientist to pull it together. We wanted to be a client-centric marketing function but the truth was we didn't know our clients as real individual people. Our transformation started with the realization that, in a digital world, marketing starts with knowing the individual. I wish I could say that was as obvious to us as it sounds, but in fact this was a major culture change and required a complete rebuild of our processes and data infrastructure. The WorkEven our most technical work now starts with client experience. Our testing demonstrates that even basic personalization like dynamically adjusting a web page to make it more relevant by industry or geography can lead to increase engagement of 200-300 percent. Other research IN MY OPINION
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