AI
Using AI to Augment Marketing Measurement at IBM
“One topic I’m incredibly passionate about is measurement,” says Michelle Peluso, CMO of IBM. “And what’s exciting in terms of our profession now is that we have more ways than ever to measure and understand the impact of every dollar we spend.” The DAC sat down recently with Michelle to explore some of IBM’s pioneering […]
How Predictive Analytics Shift Power Back to Brands
For many years, the marketers made adjustment after adjustment to account for how customers have been gaining greater power and control over the purchase process. Today’s buyers – both B2C and B2B – are armed with unprecedented amounts of information and enabled with new digital technologies. For marketers, this changed everything. Instead of calling the […]
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