Digital Marketing University - IBM speech IBM...Marketing PERSPECTIVES FROM THE Data-Driven Decisions 69/0 O of CMOs are using predictive analytics today to explore new trends. Customers

Digital Marketing University

– outthink limitations

Eric Yeo

Country General Manager

IBM Vietnam

Marketing

IT at the forefront

Redefining the roles of CMOs

• Globalisation

• Productivity

• Social

• Digital

• Millennials

• …

Social

Big Data

Digital

Security

Nature of Customer Relationship

IT moving from back office to front lines

Nature of Customer Relationship

?

Engaged

Empowered

Connected

CRM

Social Media

Big Data DIGITAL

Customer

Centricity

Nature of Customer Relationship

IT moving from back office to front lines

= 15.000.000.000.000.000 bytes

15 Petabytes

Data created a day

• New level of marketing optimization

• Building systems of engagement

• Addressing policy issues

© IBM Corporation 24

Reshape the customer experience

Re

sh

ap

e th

e o

pe

rating

mo

de

l

Value proposition focus

Va

lue

de

live

ry f

oc

us

• Work on expectations

Remake your organization for the future – with IBM

• Address issues

• Set agenda

© IBM Corporation 25