The Cognitive Business Shift in Marketing

11:00 AM - 11:45 AM

Hosted by IBM Watson

Venue One: Main Stage 1034 W Randolph St Chicago IL 60607

“Measure what is measurable, and make measurable what is not so.” – Galileo Galilei

The most impactful stage of marketing exists in the space between targeting and messaging: delivering the perfectly-tuned message to an audience ready to receive it. Voice, identity, and behavior are the guides – until recently, we have been unable to measure them. – IBM Watson

Influencer marketing has, to this point, largely existed in a vacuum of the most important data. However, cognitive computing is entering the influencer marketing space to make the best marketing decisions based on all types of data. Influential empowers brand’s campaigns by analyzing data across multiple dimensions: demographic, contextual and psychographic. Using IBM Watson’s natural language capabilities for linguistic analysis and personality theory, Influential is capable of understanding personality characteristics through unstructured data, finding the exact psychographic profile of brands and mapping them to matching influencers. This connection points to the bridge between media consumption broadly and social activity online.

How do we traverse that space to find it?

In this session you will learn how to:

  • Transform marketing with cognitive technology
  • Better reach your target audience
  • Inform influencer casting with data
  • Guarantee influencers match “tone of voice” with your brand
  • Use data to power creative strategy
  • Accurately measure the efficacy of native social activations

Venue & Location

Venue One: Main Stage

1034 W Randolph St
Chicago, IL 60607

Social Media Week

11:00 AM - 11:45 AM

The Cognitive Business Shift in Marketing

Hosted by IBM Watson

  • Carolyn Calzavara


    Carolyn Calzavara

    Program Director, Watson and IBM Cloud

    IBM Watson

  • Ryan Detert


    Ryan Detert