Learn how IBM empowers one of the world’s largest marketing organizations to achieve digital excellence. Ari Sheinkin, VP of Marketing Analytics and Suman Patnaik, the team lead for Content User Experience, will share their experience launching a Center of Excellence model to scale the experimentation program globally while catering to local markets and business units. They will discuss how process automation sustains the company’s growth and adoption of website personalization. You will hear about how the team continues to evolve using algorithm-driven Optimizely Recommendations to standardize an “always-on” personalization across all IBM websites.

1. Congratulations to our
Outperform Award Winners!
Most Dramatic
Business Impact
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Obsessed Company
Culture
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Innovation
Most Inspiring Social
Impact

2. 2
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3. Ari Sheinkin
VP, Performance Marketing
Suman Patnaik
Program Lead, Content Analytics &
User Experience
From 0 to 6,000:
How IBM Accelerated Digital Optimization

4. Chapter 1 How do you begin?
Opticon19 / © 2019 IBM Corporation 4
Experiments Created per Year
2015 97
Program Roll-Out
Pre-Marketing
A/B Tests Personalization

5. Scaling a mindset of web experimentation at
IBM has required significant cultural shift
Opticon19 / © 2019 IBM Corporation 5
PAST
The challenge that was blocking adoption in 2015?
It was a centralized program owned by one person –
resulting in an undemocratic process for a practice
meant to be collaborative.
Hey there, Ari!
How are you doing?

6. Chapter 2 How do you scale?
Opticon19 / © 2019 IBM Corporation 6
2017
2018
679
2,615
Experiments Created per Year
2016 512
2015 97
Program Roll-Out
Pre-Marketing
Program Roll-Out
Post-Marketing
A/B Tests Personalization

7. Opticon19 / © 2019 IBM Corporation 7
CMO Support
IBM CMO Michelle Peluso kicked off
the Quarter of Client-Centricity in Q2
2018.
Making the Marketer
We kicked off a worldwide tour to
bring best practices from all
disciplines, including
experimentation, to every marketer.
2018 CHQ Contest
2018 saw immediate adoption of
personalization, yielding many novel
ideas worldwide, with support of
newly launched CoE.
2018: Review of a year in experimentation

8. A decentralized program allowed marketers to
embrace their successes and reframe failures
8
Make testing a part of the campaign planning
& content optimization process.
Testing & Personalization Center of
Excellence guides marketing teams at all
levels of proficiency.
Understand the drivers of performance and
the areas of opportunity. Iterate on
experiments & always learn from previous
results.
Opticon19 / © 2019 IBM Corporation

9. Chapter 3 Go from counting to culture
Opticon19 / © 2019 IBM Corporation 9
2017
2018
679
2,615
Experiments Created per Year
2016 512
2015 97
Program Roll-Out
Pre-Marketing
Program Roll-Out
Post-Marketing
A/B Tests Personalization
2019
YTD
2,179 ?

10. A cultural shift from optimizing web pages in silos
to connecting the digital journey
Opticon19 / © 2019 IBM Corporation 10
Dynamic
Ad Creative
Ad
Lorem
ipsum
ad finis
CTA
Image
Ad Ad Ad
Personalized
Page Nurture

11. Optimizing not only one web page but connecting the digital journey
Opticon19 / © 2019 IBM Corporation 11
Full creative execution of
Cloud Narrative included
both prospecting and
retargeting with
differentiated creative
Application Innovation
Data & AI
Multi Cloud
Display banner1
Prospecting Retargeting
On-site personalization2
https://www.ibm.com/cloud/yourcloud/

12. Opticon19 / © 2019 IBM Corporation 12
“2019 focuses on journey unification
through personalization on scale”

13. Chapter 4 How do you make this matter
for business outcomes?
Opticon19 / © 2019 IBM Corporation 13

14. We are always re-assessing the impact of our web presence
Opticon19 / © 2019 IBM Corporation 14
Personalization
Design Language
Enterprise Architecture
SEOJourney
Analytics & Data
Product Marketing
Multiple go-to market strategies
and supporting platforms
Web
Simplification
Governance
Standards
Integrated platform
Centralized web strategy

15. Working towards 2020 web innovations like
always-on personalization built into the CMS
Opticon19 / © 2019 IBM Corporation 15
Always-On Personalization
Customizing next best action for visitor to take
based on journey and behavior
Recommended
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The IBM z14 family of servers is the
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16. Opticon19 / © 2019 IBM Corporation 16
“If you want to build a ship,
don’t drum up the people
to gather wood, divide the
work, and give orders.
Instead, teach them to yearn
for the vast and endless sea.”
– Antoine de Saint-Exupéry, the author of The Little Prince

17. Thank you!

18. Up Next…
 Head to the Expo Hall for a refreshment break
 Fireside Chat with Ashton Kutcher at 4pm!
 Happy Hour in the Expo Hall at 4:45pm