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  4. Data is king in IBM's marketing department - these are the tools it uses to make sure it's getting the most bang for its marketing buck

Data is king in IBM's marketing department - these are the tools it uses to make sure it's getting the most bang for its marketing buck

Lotame: a data management platform for audience data, which lets marketers personalize their outreach.

Data is king in IBM's marketing department - these are the tools it uses to make sure it's getting the most bang for its marketing buck

Optimizely: a customer experience optimization tool that lets marketers test out campaigns before going live.

Optimizely: a customer experience optimization tool that lets marketers test out campaigns before going live.

HotJar: a tool that tells markets what users are interested in by tracking clicks, taps and scrolling behavior.

HotJar: a tool that tells markets what users are interested in by tracking clicks, taps and scrolling behavior.

Sprinklr: a social media management platform that lets marketers see the impact of omni-channel social campaigns more clearly.

Sprinklr: a social media management platform that lets marketers see the impact of omni-channel social campaigns more clearly.

Sprinklr isn't actually built into Pearl yet. However, IBM makes extensive use of Sprinklr today, and plans on integrating it with Pearl sooner rather than later.

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