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Smarter Commerce | August 30, 2014

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Madrid Summit Archives - Smarter Commerce

Fast Five with Jay Henderson

May 24, 2012 |

1. What’s bringing you to the Madrid Summit?
The IBM Smarter Commerce Global Summit where I’ll be speaking at the “How Cross Channel Customer Profiles Enable Smarter Marketing” session, on Tuesday, May 22nd.  I’m also spending …

Fast Five with Yuchun Lee

May 24, 2012 |

1. So, what’s bringing you to the Madrid Summit?
To get a first-hand sense of our global customers, check out their progress, their challenges, and their successes. 

2. What are you most looking forward to at the Madrid Summit?
It’s …

A little bit about our Madrid sponsors: Purple Square Consulting Ltd

May 23, 2012 |

1. Please provide your boilerplate/company description.
Purple Square Consulting Ltd is a specialist marketing, data and technology consultancy whose primary objective is to assist our clients to define and build the most appropriate solutions to deliver their CRM and marketing objectives.

Our focus is on the application of IBM technologies within the marketing domain, specifically Unica, SPSS, Cognos and Coremetrics, where we can provide end-to-end support and delivery of our clients’ marketing initiatives and technology investment.

Follow us on twitter @purplesqconsult.

2. What are some of the highlights of your work with IBM?  How do your solutions help your customers embrace Smarter Commerce?
Our consultants are experienced practitioners who cover the full range of direct marketing disciplines. This enables us to deliver optimal solutions to assist our clients to acquire, develop and retain the right customers in today’s multi-channel, information-led marketing environment. Since becoming an IBM EMM Reseller, we expect this to go from strength to strength. Read More

Live with Todd Watson: Mike Rhodin On Insight-Driven Computing

May 23, 2012 |

by Todd Watson
E-Relationship Manager, SWG Web Presence
IBM Software Group, Marketing

Todd Watson writes, “[Mike] Rhodin’s talk was entitled ‘Transform Your Business Around the Customer,’ again with the central theme of theSummitthat if more businesses wanted to keep theirs, …

From Madrid – Increasing Marketing Effectiveness in the Midst of Generation C

May 23, 2012 |

As part of the IBM Smarter Commerce Global Summit, I led the Marketing Innovation Summit which brought together marketing professionals to network and discuss best practices. Of the 1,700 conference attendees, more than one thousand came from marketing backgrounds, providing a rich and in-depth conversation surrounding best practices for marketing effectiveness.

During the Marketing Innovation Summit, I focused on the idea of the Generation C (“C” for connected) customer. Today’s customer is digitally connected via an array of devices and channels and with that, consumers are far more in control than ever before. Consumer demands and expectations are great and it’s our job as marketers to evolve to meet those needs.

We know in order to succeed with Generation C, we must transform our marketing so it feels like a service, rather than what the customer perceives as an intrusion. So how do we increase our marketing effectiveness to achieve this goal?  We start by reminding ourselves that we must practice consumer centricity and arm ourselves with as much data and information as we can when it comes to the preferences, buying behaviors, and attitudes of our target consumers.  But this valuable information can’t stop at the marketer’s desk. Instead, we must share this information with other parts of the business, including our partners, agencies and customer communities. From a retail perspective for example, retailers should leverage consolidation between merchandising and marketing to better collaborate and work together to achieve overall marketing goals. Read More

Fast Five with Alisa Maclin

May 23, 2012 |

1. So, what’s bringing you to the Madrid Summit?
In February, I spoke at the IBM Executive Summit 2012 inMacau. I talked partly about the acceleration of change, particularly driven by social and mobile technologies, and while my comments were …

Smarter Commerce Madrid, thus far…

May 23, 2012 |

Smarter Commerce, an ideal way to take in the world around us. The conversation about Smarter Commerce started Four years ago. In October 2008 the world found itself in the midst of uncertainty. The financial criss left many people uncertain about the future, their jobs and the stability of their communities. In this climate of uncertainty and doubt one thing became evident: analytics would shape the decisions business and community leaders would make in the future. Gut instinct no longer was an option, smart, data driven decisioning was the only way forward.

IBM has invested heavily in the CMO’s agenda and technology plans by bringing science to the art of marketing. The promise didn’t come about in a vacuum; the promise evolved in response to the natural evolution of the world, changing marketplaces, increased adoption of technology and faster paced of communications. Read More

Live with Todd Watson: IBM Smarter Commerce Global Summit Madrid: Deja Mi, Deja Vu

May 22, 2012 |

by Todd Watson
E-Relationship Manager, SWG Web Presence
IBM Software Group, Marketing

Todd Watson says, “There’s been a lot of time to focus and reflect on the conference tidings.  I’m especially excited about today’s opening general session, which will transpire …

Update from Madrid: Asking Businesses “What If?”

May 22, 2012 |

I’m in Madrid at the Smarter Commerce Global Summit and have just wrapped up my keynote speech. I thought I’d take this opportunity to share some highlights with you.

In composing my thoughts, I came across the work of Sandra Ball-Rokeach, a professor at the Annenberg School for Communication and Journalism at the University of Southern California. Ball-Rokeach is currently researching our evolving concept of community as seen through an analysis of traditional versus new media. That may sound arcane, but I’ve found that her conclusions lend themselves to practical business applications. For example, she said in a recent interview that what matters most is the questions you’re willing to ask.

Think about that for a moment: what questions are you willing to ask as you explore new business models or new ways to engage your customers in our ever-changing digital commerce landscape? The rhetorical question that I posed to attendees of the Smarter Commerce Global Summit is as simple as it is potentially far reaching: what if? It seems to me that some of the more interesting (and lucrative) advances in business have started out with that one, powerful question. But first, you must be prepared for the unexpected directions in which the answers might take you.

For example, what if you could leverage consumer insights to increase sales? What if you could deliver a truly personalized experience to your customers? What if you could synchronize partners for a streamlined value chain?

My one-line response to each question? You can and you must. Read More

Join the Conversation – Yuchun Lee Discusses Marketing Best Practices and Trends During Special Twitter Chat

May 22, 2012 |

During the IBM Smarter Commerce Global Summit 2012 – Madrid, Yuchun Lee, vice president and general manager of IBM’s Enterprise Marketing Management Group, will lead the Marketing Innovation Summit, which will bring together marketing experts and industry-leading customers …