Analytics Across the Enterprise: How IBM Realizes Business Value from Big Data and Analytics

6. Reaching Your Market

“If we can build the right digital capability that engages all the different modalities of client engagement, then we have an opportunity both to capture the data to enrich our analytics and to optimize the experience.”

—Ben Edwards, Vice President, Global Communications and Digital Marketing, IBM Corporation

Perspective: Using Analytics to Reach and Engage with Clients

Within both business-to-business (B2B) and business-to-consumer (B2C) enterprises, marketing organizations are transforming themselves to become more data-centric, embracing fact-based decision making based on big data and analytics. IBM’s “State of Marketing 2013” survey identified important trends in how leading companies were investing and developing ...