How IBM Uses Analytics to Predict Marketing Success | IT Services Marketing Association

Title:

How IBM Uses Analytics to Predict Marketing Success

Author:

Chris Koch

Date Published:

March 5, 2010

Ref. Number:

V0048

Pages:

Would you like to be able to predict whether a particular marketing tactic was going to work before investing money in it? In this Viewpoint, Katharyn White, vice president of marketing for IBM Global Business Services, discusses how IBM uses analytics to evaluate the effectiveness of marketing in its various geographies—and how the company reallocates resources to its most successful tactics.

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