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How IBM is Reinventing Marketing with an Agile Approach

How IBM is Reinventing Marketing with an Agile Approach

. February 2, 2019

“We are going to be the number one company on the planet to bring Agile as a discipline to marketing.” Strong words from Michelle Peluso, CMO of IBM. Listen in as Michelle tells DAC Executive Editor Daniel Kehrer how IBM is going about doing just that. Also see these DAC videos from our interview with […]

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Adding Agile to Your Marketing

Adding Agile to Your Marketing

. February 2, 2019

The Agile methodology has worked wonders for software development and an increasingly wide range of other processes. Why not for marketing, too? IBM is one major brand leading the way in applying Agile to marketing, with exceptional results — especially considering that IBM’s marketing team is over 5,000 strong, worldwide. DAC talked with Michelle Peluso, […]

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Using AI to Augment Marketing Measurement at IBM

Using AI to Augment Marketing Measurement at IBM

. November 28, 2018

“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 […]

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DAC Video: It’s All About Growth

DAC Video: It’s All About Growth

. September 24, 2018

Measurement is all about growth; making better decisions to enhance growth. Data-driven marketing is ushering in a new period of tremendous growth, and the potential is massive. The means to make this happen is in our hands, says Bob Liodice, CEO of the ANA. “We just haven’t pursued it aggressively.” Intros video, Bob describes a […]

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DAC Video: Marketing’s ‘Measurement Mandate’

DAC Video: Marketing’s ‘Measurement Mandate’

. September 24, 2018

The advertising and marketing industry invests a trillion dollars every year. But without the guidance of sophisticated measurement, the industry is “winging it.” But as Bob Liodice, CEO of ANA points out, “You cannot ‘wing’ a trillion dollars of investment.” What’s needed, he says, is a stronger focus on measurement that will help organizations make […]

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The ANA Data Analytics Center

The ANA Data Analytics Center

. September 10, 2018

Bob Liodice, CEO of ANA, shares his vision for bringing the industry together to better leverage measurement, data & analytics. Video Transcript Bob Liodice: Think of the complexity that we have in marketing today. We have dozens of media platforms. We have different pathways that we can choose. But we do not have an ecosystem […]

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DAC Video: Telling Your Data Stories

DAC Video: Telling Your Data Stories

. April 24, 2018

How do major brands such as Coca Cola, Citi and Hyundai think about using story-telling techniques to help amplify the impact of marketing data and measurement insights? Listen in and find out.

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DAC Video: Establishing Customer Identity

DAC Video: Establishing Customer Identity

. April 24, 2018

Join top marketers from Citi, Nationwide, Hyundai, NASCAR and IBM as they discuss the importance of establishing customer identity, and how they go about it.

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DAC Video Case Study: The Sweet Power of Analytics at Dr. Pepper

DAC Video Case Study: The Sweet Power of Analytics at Dr. Pepper

. March 20, 2018

Jim Trebilcock, Chief Commercial Officer, Dr. Pepper Snapple Group, discusses Dr. Pepper’s ever-evolving analytics program. Video Transcript Jim Trebilcock: Organizationally, how we are approaching data analytics, I’d say honestly this is a work in progress. I’m Chief Commercial Officer for the Dr Pepper Snapple Group. We are about a six point seven billion dollar corporation […]

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DAC Video: Combining Attribution with Context at Cotton Inc.

DAC Video: Combining Attribution with Context at Cotton Inc.

. March 20, 2018

Study your results, but then put those results in context of your goals to avoid making mistakes.

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