Track 1 – Business - Sponsored by IBM

The ROI of Becoming Data-Driven: How Do You Measure Success?

Tuesday October 10th • 10:45 am - 11:45 am • Rivergate Room

Nearly half (49 percent) of brand executives say they feel significant pressure to increase data’s role in their current strategy. But is this pressure truly warranted? What kind of return on investment are data-driven brands seeing on their often-substantial outlays of time and money on new data systems and internal restructurings?

Key learnings in this session will include:

  • Metrics for gauging the success of your organization’s data transformation
  • Brand stories of transformation and rewards
  • Pitfalls to avoid on the road to becoming data-driven


PLUS: Spotlight on IBM – Leveraging AI to Accelerate Your Journey to Data-Driven Marketing

Attendees of this session will also hear opening remarks from IBM, the presenting sponsor of &THEN’s Business track, regarding the use of data to improve your marketing efforts. An estimated 73 percent of firms aspire to be data-driven, but only 29 percent of firms are good at turning data into action. With Watson on your side, you can revolutionize how you engage with your customers and make smarter marketing decisions — backed by data — fast. What if you could know the best and worst performing paths to purchase so you can detect issues, and optimize your programs and marketing investment?

Join Henrietta Akpata of IBM as she explains how IBM clients and marketers in general can use the newest marketing technologies to transform the deluge of profile and behavioral customer data into a strategic asset to achieve your marketing and business goals: increase conversions, improve customer engagement, personalize your customer experiences and drive revenue.

Speaker: Henrietta Akpata, Program Director, Watson Marketing Product Marketing, IBM

Who should attend? Senior executives and stakeholders focused on the business impact of data on the organization. Examples: CMOs, CTOs, CPOs, business consultants, analysts, journalists and lobbyists.