Adam Gartenberg's Blog

Business Analytics and Optimization, IBM and Social Marketing

AdAge: IBM Uses U.S. Open to Debut TV Ads Targeting CMOs

"Meet the new boss:  Your Customer."

That's the opening line of one of two new ads IBM will be debuting at the US Open tennis tournament.  The ads focus on the ways in which technology and analytics can help the marketing organization increase sales, and are part of IBM's broader Smarter Marketing initiative.

From the AdAge article:

According to research firm Gartner, by 2017 the CMO will spend more money on information technology than the CIO. It's a startling statement, but based on the rapid rise in data and analytics, is a means to better target and engage consumers.

IBM has been prepping for that reality for several years, investing in companies such as DemandTec, Sterling Commerce, Unica and Tealeaf Technology. In total, IBM has invested $2.5 billion in commerce-technology acquisitions and $14 billion in analytics-technology acquisitions. It has also committed to investing $100 million in analytics research and development over the next five years.
IBM estimates that in 2012, $148 billion in information technology-related spending was owned or influenced by CMOs. And Gartner expects marketing budgets will grow 7% to 8% in the next 12 months -- or two times to three times the growth of IT budgets.


Full ad narration:

Meet the new boss, your customer.  The data she shares from comments, reviews and social networks tells a company what to make, what it's made from, how it's shipped, and the way it's sold.  Some companies are increasing sales up to 20% by using analytics to tailor experiences to the one person that matters most.