Agility, personalisation and human experiences at IBM
Lena RolandWarc
Matt Candy, European leader for interactive experience practice, IBM, explored next generation personalisation, at the Festival of Marketing, a two-day event held by Econsultancy, Marketing Week, Creative Review, Design Week and Data Strategy, which took place in Central London in November 2014.
According to IBM's Institute for Business Value Analytics Survey, 2014, 76% of consumers expect organisations to understand their individual needs. With that statistic, it is perhaps unsurprising that Candy declared "the customer is now at the heart of the boardroom". The customer, he said, is the second...