Ari Sheinkin, VP of Marketing Analytics, IBM
Making data-driven decisions is a challenge for organizations of any size. Imagine trying to lead a marketing organization of over 5,000 people to intelligently leverage data for their decisions. That is exactly what IBM has to do.
Ari Sheinkin, VP of Marketing Analytics at IBM, was tasked with training and enabling those 5,000 marketers to make more data-driven decisions, fundamentally changing the status quo of IBM’s current marketing strategy.
In this video replay from MarketingSherpa Summit, Sheinkin shared his team’s journey to change the way IBM’s marketing department worked, building a framework which integrates analytics and data into an overall marketing system. He also revealed the seven key truths that IBM has learned and that every marketer within their organization needs to know.
As Sheinkin says, “Every engagement must have a purpose.” Watch this session to get ideas for using data to ensure that your organization has purposeful engagements with customers and prospects.
Related resources
GET FREE ACCESS: Session Replays and Presentation Slides from MarketingSherpa Summit 2017
Marketing Research Chart: Marketing analytics challenges
Marketing Analytics: 4 Techniques To Discuss With Your Data Analysts
Get Better Business Results With a Skillfully Applied Customer-first Marketing Strategy
The customer-first approach of MarketingSherpa’s agency services can help you build the most effective strategy to serve customers and improve results, and then implement it across every customer touchpoint.
Get More Info >MECLABS AI
Get headlines, value prop, competitive analysis, and more.
Use the AI for FREE (for now) >Marketer Vs Machine
Marketer Vs Machine: We need to train the marketer to train the machine.
Watch Now >Free Marketing Course
Become a Marketer-Philosopher: Create and optimize high-converting webpages (with this free online marketing course)
See Course >Project and Ideas Pitch Template
A free template to help you win approval for your proposed projects and campaigns
Get the Template >Six Quick CTA checklists
These CTA checklists are specifically designed for your team — something practical to hold up against your CTAs to help the time-pressed marketer quickly consider the customer psychology of your “asks” and how you can improve them.
Get the Checklists >Infographic: How to Create a Model of Your Customer’s Mind
You need a repeatable methodology focused on building your organization’s customer wisdom throughout your campaigns and websites. This infographic can get you started.
Get the Infographic >Infographic: 21 Psychological Elements that Power Effective Web Design
To build an effective page from scratch, you need to begin with the psychology of your customer. This infographic can get you started.
Get the Infographic >Receive the latest case studies and data on email, lead gen, and social media along with MarketingSherpa updates and promotions.
