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1. IBM Watson AI
2019-Q2/YTD
Monthly Operations Review (MOR)
Presented by Beverley Sutherland
14 May 2020
IBM Marketing Services Center (MSC)

2. IBM Watson – 2019 YTD Scorecard
Web Quality & Compliance
• Page load - 2.9s (on par with 3s best practice)
• Broken links (Detected: 3, Resolved: 3, WIP: 0)
• GEO – Denise Emery to start w/o 5/27
Sponsor Satisfaction – GREEN
Kudos
“MSC is a vital partner to our BU efforts, ensuring the
right resources to execute digital work with high-
impact outcomes. Our talent through MSC is
collaborative and highly solutions-oriented.”
– Jonathan Zeller,
Digital Strategist, IBM Watson Marketing
Drupal
• Migration focused on top trafficked (45 total, 15 done,
remainder by Q3)
• Subtheme in Drupal to capture new Watson design system,
leading to 25% ER increase vs. existing templates
• Intro Iframe for interactive content (demos, animations)
Work in Progress
• Major strides YTD in Agile methodology, rethink team structure, more outcome-focused, limited WIP,
retros / continuous improvement, stakeholder relationship-building
• Tighter execution, migrated from Git to Jira – better reporting, management, team ownership
• Strong focus on content updates to Product Pages, as well as new pages – Ladder to AI, demos, Build
a Chatbot, NLP Use Case (Search Capture), gated webinars, near future new ibm.com/AI
SEO – YTD
• Ranked #1 across 763 different queries
• Top performers are “IBM Watson” and “text
to speech” (21,342) and “speech to text
(7,359)
Considerations
• Traffic lost to moving top product pages from
/Watson to /Cloud which uses different NAV
• Budget constraints to full team – PO Q1 start,
Analytics Q2 , but still no Scrum Master, QA
• Reorg underway – in addition to Watson, taking
on IBM Data/Analytics, Cognos Analytics,
OpenScale going to other BU
2019Q1
Page Page Visits /
ER (YTD)
Orga
nic
Displa
y
Direct
Load
Other
Referrers
Insights
/watson PV 350,019
ER 37%
44% 19% 10% 10% Ranks #3 across IBM;
Ranks high w/763 queries
…/campaign PV 387,008
ER 6%
Negl 95% Negl Negl CX-centric, Ladder to AI,
Search Capture pages
…/services/speech-
to-text/
PV 79,694
ER 63%
48% Negl 9% 15% Paid Search: 25%;
Strong SEO ranking
www.ibm.com/cloud
/Watson-assisant
PV 65,571
ER 52%
42% Negl 17% 23% Paid Search: 11%;
Multiple content updates
…/services/text-to-
speech/
PV 55,892
ER 67%
80% Negl 10% 7% Strong organic referral;
Watson top performer