Home  › Marketing › Strategies

IBM Invests $100 Million to Expand Its Marketing Consulting Business

  |  March 28, 2014   |  Comments

IBM will spend $100 million to expand its data-driven capabilities and consulting strategy. This global effort will include 10 new labs and 1,000 new hires.

ibm-astor-place-new-yorkThe International Business Machines Corporation (IBM) will invest $100 million to globally expand its data-driven capabilities and consulting strategy. The investment will combine IBM's digital marketing agency with other related businesses, including data analytics and experience design.

"We have seen growing client demand globally in the marketplace around experience capabilities and the front office transformation," says Shannon Miller, global strategy leader for IBM Interactive Experience. "We wanted to expand our reach to create labs around the world so we can meet this demand, and can collaborate and co-create with clients to develop innovative solutions."

The worldwide effort aims to help clients create personalized models of engagement through data and design. To achieve this, IBM will hire 1,000 employees and open 10 new IBM Interactive Experience labs, a concept the company launched in January of this year, in a range of key commercial and financial hubs, including Bangalore, Beijing, Groningen, London, Melbourne, Mexico City, New York, Sao Paulo, Shanghai, and Tokyo. Each new lab will enable IBM's clients to work closely with local experts in mobile, digital marketing, and experience design.

Data analytics also plays a pivotal role in IBM's global expansion. While the company's designers help clients develop mobile-driven experiences, IBM researchers and data scientists will create quality engagement for clients by harnessing the value of data.

"Mobile, social, analytics, and cloud technologies are disrupting the way companies traditionally work and interact with consumers. Likewise, existing business models are being challenged in this new digital, data-driven world. And the expectation for personalized engagement is increasing," Miller tells ClickZ.

"The ability to create quality engagement and experiences is based on data - and specifically the insight that companies can harness from data," Miller adds.

Along with the new facilities, IBM also released new data-driven capabilities from IBM Interactive Experience - the consulting arm that was created in January - including, intelligent customer profiles, influence analysis, and customer identity resolution. These are hoped to provide deeper insights into individuals and transform the way customers experience their products, services and brands. The addition of the new innovations will add to the existing data-driven portfolio including life event detection, behavioral pricing, and psycholinguistic analytics.

IBM currently owns four labs, in Atlanta, Boston, Chicago, and Toronto.


Yuyu Chen

Yuyu Chen is a reporter at ClickZ. Her work has appeared in Local East Village, New York Daily News and Brooklyn Chamber of Commerce website. Yuyu received her M.A. in Business and Economic Reporting from New York University in May, 2013.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!



Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.




  • SEO Specialist
    SEO Specialist (Marcel Digital) - ChicagoSearch Engine Optimization (SEO) Specialist   Marcel Digital is an award winning digital marketing...
  • SEO / SEM Manager
    SEO / SEM Manager (CustomInk) - FairfaxAre you a friendly, motivated, and inquisitive individual? Are you a positive, out-going leader? Are you...
  • SEO Analyst
    SEO Analyst (XO Group) - New YorkSEO Analyst @ XO Group About this Job, You and Our Team: The XO Group SEO Team is looking for you, a passionate...