How IBM’s Pearl drives marketing efficiency

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 Michell

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