How (and where) IBM's Watson is reshaping marketing

This event report addresses how Watson, IBM's cognitive-computing platform, could impact marketing.

How (and where) IBM's Watson is reshaping marketing

Geoffrey Precourt

What value did IBM find in buying the Weather Company? Or, more precisely, what return does the thought-leadership enterprise expect to get for its $1 billion investment?

"Data," is the one-word response from Jon Iwata, IBM Corp. SVP/Marketing and Communications. Or, more precisely, data that can be fed into the cognitive resource that a computer has become. (Think IBM's Watson up against "Jeopardy" champions in 2011; multiply that intuitive computer skill "by a factor of ten and you're up to date with cognitive computing.")

"Where does the Weather Co. get...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands