Computing Marketing Success: Optimizing Marketing Performance at Scale
Gaby De Frutos, Performance Paid Media Professional, IBM
Nia Coleman, Product Marketing Manager, Salesforce
Nowadays, data is everywhere. The problem is not the quantity of data, but the quality. In an increasingly digital environment, data often gets siloed in different systems, formats, and reports, making it difficult for marketers to quickly uncover valuable performance insights. To become a successful marketing organization, trustworthy and agile data management is a critical first step to generating meaningful insights that optimize marketing operations and impact. For a multi-national company such as IBM, this was no small task.
Join Salesforce and IBMto learn how IBM:
- automated data preparation with a standard taxonomy to improve data hygiene
- centralized global marketing performance data across multiple channels, geos, and stakeholders to drive organizational alignment
- generated executive and granular dashboards to uncover media performance insights and optimize budget and spend