Analytics-led Insights That Transformed IBM Marketing
The 7 Truths of Marketing is an analytics led transformation of IBM's marketing function. The 7 Truths optimizes the end to end marketing funnel using a set of analytics models and uses data to challenge internal conventional wisdom about marketing best practices.
The 7 Truths innovative analytics work together as a system, are data driven and customer-centric. The truths are:
- Targeting and Segmentation
- Offer analysis
- Discovery through paid media and retargeting
- Effective web design
- Gating strategy
- Response scoring
- Cross sell models
This framework uses data to challenge internal conventional wisdom about marketing effectiveness and best practices. A key step was to run an extensive internal communications which educated 5,000+ marketers on how to employ the truths in their marketing campaigns.
Free for CMA Members
You Will Learn
The audience will learn how to use this framework to transform your marketing into data driven and analytics-based business. The 7 truths framework includes audience segmentation, content marketing, web design and gating strategies as well as prioritizing which responses get passed to sales.
Who Should Attend
- Chief Marketing Officers
- Directors of Marketing
- Digital Marketers
- Data Scientists
- Advanced Analytics practioners
- Content Marketers
Marketing Analytics, Marketing & Communications, IBM
As Vice President, Marketing Analytics, Ari Sheinkin is responsible for growing the IBM business through the application of data driven marketing. Specific focus areas include using advance analytics to understand client behavior, create sales opportunities, progress leads, enable digital self-service and optimize marketing mix. Prior to this role, Mr. Sheinkin led IBM's Client Insights organization responsible for IBM's primary research, social research and marketing analytics related to clients.
Previously, Mr. Sheinkin was the Director of Strategy for Global Sales and Distribution. In this role he helped lead development and execution of S&D's $90B strategic plan working with the S&D SVP and the Global Leadership Team. Prior to this, he was an Associate Partner in GBS responsible for selling, managing and delivering business strategy and transformation consulting engagements to clients in Government, Pharmaceuticals, Insurance, High Tech and other industries.
Mr. Sheinkin started his career in film production. He was a partner in a successful independent film production company responsible for creative and business aspects of production. In this role he led multiple projects including production of the nationally recognized feature film A More Perfect Union which was sold to Fox Television and ended as a failed pilot.
Mr. Sheinkin holds a Bachelor of Arts in history from the George Washington University and an MBA with a focus on economics, finance and strategy from Carnegie Mellon University.
May 5, 2016
12:00 – 1:00 p.m.
CMA Member: Free.
Regular, Multiple*: $25
Three or more members from the same company must register at the same time.