Building a Smarter Planet With Marketing Metrics at IBM [video]

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In this presentation, delivered at the eMetrics Marketing Optimization Summit Washington DC 2010, we learn how IBM manages analysts, how they provide analysis, and how they use that insight at the company dedicated to building a Smarter Planet.

Margaret Escobar leads a global team of IBM Web Analysts and manages a service that supports IBM's internal organizations. Christine Esannason is responsible for a complex global management system within the Software Group that collects and compiles marketing metrics into a scorecard that is considered a best practice at IBM. Leslie C. Reiser is responsible for digital marketing including strategy and implementation of 55 client facing web portals worldwide such as IBM Business Center dedicated to the needs of midsized businesses and social media marketing targeting the same audience at IBM InfoBOOM.

In summary, the speakers discuss the challenges and opportunities that come from managing marketing metrics globally when it comes to people, process and technology.

Margaret Escobar

Margaret EscobarMargaret Escobar manages a team of talented web analysts located in the US and Europe. Her team provides consulting, reporting and analysis of web activity to internal clients, mostly marketing teams, in all of IBM's major business units, including hardware, software and services. Margaret joined IBM in 1998 as the manager of the Netfinity / System X web site. She helped launch eCommerce at IBM, and spent several years in the Personal Computing division before joining ibm.com.

Margaret had a previous career in international and cross-cultural consulting. She is a graduate of Wellesley College with an MBA from the University of Texas at Dallas.

Christine Esannason

Christine EsannasonChristine is responsible for a complex global management system within the Software Group that collects and converts data obtained from web interactions into a Digital Marketing Metrics scorecard considered a best practice at IBM. Christine manages and coordinates a process to provide key performance indicators within a matrix organization to deliver and receive insights and actions as it relates to the current business posture, digital marketing trends, and the value of the web. Prior to her current role, she held program and project management roles within ibm.com including the coordination of business units on a worldwide basis for the adoption and implementation of various technology projects.

Christine obtained her B.S. in Accounting, and M.B.A. in Finance and Marketing from Fordham University. Christine earned her CMA (Certified Management Accountant) designation during her career with IBM. That career has included roles in Accounting, Business analysis, Financial planning, and Marketing operations.

Leslie C. Reiser

Leslie C. ReiserMs. Reiser has extensive experience developing and executing effective Web strategies, e-marketing programs, and social media marketing communities targeted to midsize business and information technology professionals globally. In her current position, she is responsible for defining and delivering IBM's Web strategy, delivering a consistent, worldwide customer facing web presence to the Mid market, and driving effective social media marketing initiatives to drive awareness of IBM as a preferred vendor and solution provider along with its business partner ecosystem. The recent deployment of infoBOOM!, an online social media marketing community experience that leverages established, popular social networks, well known publishers, and industry experts, IBM is facilitating client access to IBM thought leaders, third party industry experts, and external bloggers, and to like minded peers. A wide array of relevant topics that reflect business challenges faced by SMBs, are discussed on an ongoing basis. infoboom is deployed in 10 countries around the world and provides localized language versions in France, Dutch, Italian, Chinese and English.

Directing a multi national team, Ms. Reiser has led complex global projects that have reinvented the way IBM utilizes the Web to delivering relevant, integrated solutions and offerings to small and midsized businesses through initiatives that include a solutions-led marketplace and community, embedded solution finders and tools, that drive awareness, generate opportunity, and drive sales for IBM offerings and solutions.

Ms. Reiser holds a bachelors degree in Economics from Rutgers College, Rutgers University and has completed graduate coursework at Northwestern University (Medill School of Journalism) in integrated marketing communications.

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