Ari Sheinkin

Vice President, Client Insights, IBM

[Ari Sheinkin @AriSheinkin]

Landed in Vegas for #Sherpa17. Ready to share 7 truths and learn a few new ones.

[Ari Sheinkin @AriSheinkin]

Great experience at #anamedia. Learned a ton and Orlando wasn't bad either. https://t.co/ahyvImVCCU

[Nick Martucci @NickMartucci]

"Cognitive Marketing? Wait, wait. You've ain't heard nothing yet" – @AriSheinkin #ANAMedia

[Ari Sheinkin @AriSheinkin]

@dwied Thanks Donna. Pope's profile always makes me smile. A few other fun examples https://t.co/DKlbepIoCA

[Ari Sheinkin @AriSheinkin]

Excited to be in Orlando to speak at #ANAMedia about #cognitive marketing! @ANAmarketers @IBM

[Ari Sheinkin @AriSheinkin]

How @IBMWatson is helping in everything from NBA drafts to Sesame Street curriculum: https://t.co/SzPk3pFHkS @FastCompany #FCMostInnovative

[Ari Sheinkin @AriSheinkin]

Thanks everyone for comments and questions. let's keep spreading the word #P4SPChat

[Ari Sheinkin @AriSheinkin]

i see marketing science as the key to big data and analytics. great potential. lot's of work to do #P4SPChat

[Ari Sheinkin @AriSheinkin]

Check out the Marketing Science study for more http://t.co/2npd6R1wAM #P4SPChat

[Ari Sheinkin @AriSheinkin]

A3: marketing science boosts profit through price optimization or win rate through client touch optimization #P4SPChat

[Ari Sheinkin @AriSheinkin]

A3: Marketing science isn't always glamorous, but results are worth it, kind of like exercise #P4SPChat

[Ari Sheinkin @AriSheinkin]

@hmschwenk it is. not traditional skills in marketing organization. HR and marketing need to partner on new capabilities #P4SPChat

[Ari Sheinkin @AriSheinkin]

A3: Majority of even advanced markets don't capture and store data for analysis #P4SPChat

[Ari Sheinkin @AriSheinkin]

A3: vast majority say they don't have skills or tools yet #P4SPChat

[Ari Sheinkin @AriSheinkin]

A3: our study found less than 20% of traditional marketers use scientific approaches #P4SPChat

[Ari Sheinkin @AriSheinkin]

#IBM CEO Ginni Rometty said that marketing to broad demographics is being replaced by the “era of you" http://t.co/CNxjo83t20 #P4SPChat

[Ari Sheinkin @AriSheinkin]

@Angela_Casey Good description. Analytics is a necessary par of science, but not sufficient. science is a method #P4SPChat

[Ari Sheinkin @AriSheinkin]

A3: analytics unlocks to possibility of true 1 to 1 marketing. not about accounts anymore, it's about individuals #P4SPChat

[Ari Sheinkin @AriSheinkin]

A3: need to start with the business issues, apply discipline hypothesis method, ask the right questions and test #P4SPChat

[Ari Sheinkin @AriSheinkin]

A3. Science is about taking a hypotheses driven approach to cut through the noise #P4SPChat

[Ari Sheinkin @AriSheinkin]

A3: analytics is more about questions than answers. big data doesn't change that #P4SPChat