How IBM’s Pearl drives marketing efficiency

Jo Bowman

IBM has built a management system around marketing efficiency in response to the requirements of the CMO to know the company’s ROI on marketing spend, how best to spend in future and to make marketing decisions data-driven.

A new data visualisation tool, which goes far beyond dashboards, is helping IBM’s global marketing teams optimise all of their live campaigns and make an impact in the boardroom.

The project, which won the grand prize at the I-COM Data Creativity Awards (San Sebastian April 2018), grew out of a meeting between the tech giant’s new CMO and the head of analytics. IBM product manager Becky Waddell recalled what CMO Michelle Peluso had demanded to know.

“She asked these three questions: what is the return on investment of marketing spend, how do I spend my next dollar, and how do...

WARC subscribers can sign in to keep reading

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