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C9550-413 exam Dumps Source : IBM Operational Decision Manager Advanced V8.7 Application Development
Test Code : C9550-413
Test Name : IBM Operational Decision Manager Advanced V8.7 Application Development
Vendor Name : IBM
Q&A : 68 Real Questions
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IBM IBM Operational Decision Manager
IBM enabled Watson AI to run across the commercial enterprise information facilities and mainstream public cloud systems. Branded as Watson any place, the flagship records and analytics platform that became initially developed for the IBM Cloud will also be deployed in a whole lot of environments including VMware, IBM Cloud inner most, AWS, Azure, and Google Cloud structures.
Ginni Rometty, CEO, IBMSource: IBM
at the believe 2019 conference hosted in San Francisco, Ginni Rometty, IBM’s CEO announced Watson anywhere.
IBM Watson anyplace is developed on precise of Kubernetes, the open supply orchestration engine that can be deployed in diverse environments. for the reason that the Watson anyplace platform is constructed as a set of microservices designed to run on Kubernetes, it is bendy and conveyable.
IBM bets on massive on Kubernetes. As a member of the Cloud Native Computing basis and a a must-have contributor to the open source venture, it presents Kubernetes as a provider in its public cloud. IBM Cloud inner most, the hybrid cloud platform from huge Blue is exclusively constructed on Kubernetes.
based on IBM, the microservices-based mostly Watson anyplace can provide two options -
Watson OpenScale: IBM's open AI platform for managing diverse circumstances of AI, no rely where they had been developed – together with the skill to clarify how AI decisions are being made in true time, for superior transparency and compliance.
Watson Assistant: IBM's AI device for building conversational interfaces into applications and devices. more advanced than a normal chatbot, Watson Assistant intelligently determines when to seek a influence, when to ask the person for clarification, and when to offload the consumer to a human for private tips. additionally, the Watson Assistant Discovery Extension allows companies to liberate hidden insights in unstructured facts and documents.
IBM Cloud inner most for records is an extension of the hybrid cloud focused on records and analytics. in response to IBM, it simplifies and unifies how shoppers assemble, arrange and analyze facts to speed up the cost of information science and AI. The multi-cloud platform can provide a huge range of core statistics microservices, with the alternative to add greater from a becoming features catalog.
IBM Watson any place is seamlessly integrated with Cloud private for statistics. The mixture allows consumers to manage conclusion-to-end records workflows to support make certain that facts is without problems attainable for AI.
almost immediately after the announcement from IBM on Watson anywhere, Pat Gelsinger, VMware’s CEO outlined Watson’s integration with Workspace One, an endpoint administration product that provides start and management of apps across devices. Watson anywhere will develop into attainable inside Workspace ONE clever Hub, a taste of the endpoint administration platform built-in with AirWatch.
With the upcoming acquisition of pink Hat, IBM is expected to bet large on OpenShift, pink Hat’s own enterprise distribution of Kubernetes that runs pretty much in every public cloud.
IBM hopes that the multi-cloud method of Watson helps the enterprise compete more suitable with its competitors.
Fueling future increase via boosting effectivity and unlocking operational insight
ARMONK, N.Y., Feb. 14, 2019 /PRNewswire/ -- IBM (NYSE: IBM) nowadays announced that Vivo power, a market-leading company that distributes and markets Shell branded fuels and lubricants in Africa, has chosen IBM functions for its digital transformation experience in keeping with SAP S/4HANA®. A quick birth to the relationship the use of agile strategies has already resulted in the completion of a massive task milestone with two out of fifteen of Vivo power's country areas transferred to SAP S/4HANA to support boost efficiency and free up operational insights.
Vivo power, a market-leading enterprise that distributes and markets Shell branded fuels and lubricants in Africa, has chosen IBM capabilities for its digital transformation experience in accordance with SAP S/4HANA® credit score: Vivo power
since its institution in 2011, Vivo energy has abruptly grown, including more than 500 carrier stations to its retail community between 2012 and 2017, whereas opening more than 450 convenience retail and quick carrier restaurants between 2014 and 2017. In 2018 the company operated over 1,800 carrier stations and employed round 2,360 americans. it be as a result of this speedy boom that Vivo energy needed to make adjustments to its latest IT ambiance and increase its business useful resource Planning (ERP) methods.
IBM options have begun to transform Vivo energy's operations, enabling it to streamline tactics, boost worker productivity and improve data visibility. the usage of the embedded analytics engine of SAP S/4HANA, Vivo power could be capable of tune the performance of each and every of its areas to help pressure decision-making and support create an clever business that responds actively to customer demand. because the deployment expands to more locations the firm might be in a position to conduct more targeted analytics, empowering employees to make reality-based selections.
Vivo energy's sellers will additionally think the merits from the business's new answer. SAP S/4HANA will predict demand for particular items and automate replenishment on the provider stations, a good way to also enable the business to reduce its gasoline distribution prices.
Mike McCormick, CIO, Vivo energy, observed, "we're concentrated on carrying on with our awesome growth story, and to achieve this, we decided to seriously change our method to company administration and seem to be for tactics to permit the finished operational insight that we desired. IBM was the most beneficial accomplice to support the implementation, taking the time to get to grasp our business needs in depth."
Keith Costello, global vp and conventional supervisor, SAP international enterprise services chief, IBM, spoke of, "Vivo power become one of the vital first oil and gas corporations of its measurement to deploy the total suite of SAP S/4HANA purposes alongside SAP SuccessFactors solutions, SAP Cloud for client and SAP integrated enterprise Planning in a single integrated, conclusion-to-end platform. IBM capabilities and Vivo power took an agile strategy to the implementation, with a spotlight on fast resolution-making. This strategy on implementation can assist make sure that the enterprise transformation application has a global template for the solution, with minimal native customization in each company unit."
using the SAP activate implementation methodology, Vivo energy and IBM chose a 'massive Bang' approach, with dissimilar application add-ons enabled simultaneously. With the SAP S/4HANA solutions currently active in two countries, Vivo energy has plans to roll out the solutions throughout different places by means of the fourth quarter of 2019.
IBM functions carried out SAP S/4HANA, powered by IBM vigor programs servers and IBM Storwize V7000 storage methods, with SAP SuccessFactors solutions, SAP Cloud for customer and SAP integrated company Planning, assisting to create an intelligent commercial enterprise.
About Vivo power
Vivo power is a market-main pan-African gas retailer, working and advertising its products below the Shell brand in countries throughout North, West, East and Southern Africa. In 2018 the business had a community of more than 1,800 provider stations in 15 countries and exported lubricants to other African nations.
About IBM services
To be trained greater about SAP S/4HANA, please discuss with: ibm.com/services/sap
SAP, SAP S/4HANA and different SAP products and capabilities mentioned herein as well as their respective trademarks are trademarks or registered logos of SAP SE (or an SAP affiliate business) in Germany and different international locations. All other product and repair names outlined are the trademarks of their respective companies. Please see http://www.sap.com/trademark for additional trademark tips and notices.
Ken SaundersExternal members of the family, IBM world enterprise Servicessaundken@uk.ibm.com +447887830036
IBM business enterprise emblem. (PRNewsfoto/IBM)
View usual content to download multimedia:http://www.prnewswire.com/news-releases/ibm-functions-reworking-vivo-power-with-sap-s4hana-300795839.html
this is about the strengths and weaknesses of IBM Blueworks BPM together with a potential option for Blueworks (Tallyfy). tons of it is borrowed from Gartner, with some parts edited and cleaned up.
Please note this disclaimer. I’m affiliated with Tallyfy — a workflow and BPM platform which differentiates through spectacular ease-of-use, client-facing points and suppleness to pressure adoption in contemporary groups.
IBM is enhancing the intelligence of its Smarter manner products by utilizing complementary Watson applied sciences, leading to what it calls Cognitive business Operations. It additionally more desirable cloud-based deployments with the aid of enhancements in Blueworks live and a licensing approach that makes it possible for valued clientele to apply buy credits to both on-premises or cloud types of BPM. This review centers on IBM enterprise method manager v.8.5.6, IBM company process manager on Cloud, Blueworks live, Operational choice manager (ODM) superior v.8.7 and business computer screen v.eight.5.6. iBPMS initiatives also can also encompass IBM Analytical determination management, IBM Bluemix, IBM Streams, IBM FileNet content material supervisor, IBM Integration Bus, IBM MobileFirst Platform and different items.
Strengths of IBM Blueworks and IBM BPM
IBM presents a notably large set of product facets, able to providing practically any characteristic favored to address the eight dimensions of the Gartner process IQ Framework. Its products support most principal trade necessities, so builders can comfortably combine and match IBM items with software from other vendors.
IBM is a pacesetter in choice management and analytics, including rule processing in IBM BPM and ODM, BAM in IBM BPM and business video display, CEP in IBM ODM superior and IBM Streams, and superior analysis in Watson Analytics and Watson cognitive features.
IBM has made it less difficult for company individuals to take part in development via enhancements in Blueworks reside and a new simple manner Accelerator method design tool. IBM business technique manager also helps enterprise users execute unfamiliar or advanced projects at runtime the usage of its everyday process train UIs.
Weaknesses of IBM Blueworks and IBM BPM
IBM BPM-based systems will also be challenging to design, configure and set up as a result of most superior purposes require combining dissimilar products and setting many parameters and alternate options. IBM products overlap every other in content material administration, company rule processing, BAM, CEP, portal, workflow/orchestration, alerting and different capabilities.
client references surveyed via Gartner offered lukewarm feedback on ordinary pride relative to some other iBPMS carriers.
clients document that IBM business manner manager requires a comparatively excessive stage of capabilities, an argument certainly in small tasks the use of the on-premises IBM items. although, people with talents within the product seem like greater attainable than in previous years.
alternative to Blueworks BPM — Tallyfy
problem — historic BPM makes modelling advanced
an outstanding option to Blueworks may be the ability to mannequin procedures simply. simply since you have some large BPMN mannequin doesn’t make you suave or helpful. in the end, people can/will nevertheless ought to definitely do the process, which comes down to e-mail/spreadsheets (unless you want a 6-month IT challenge). It’s without problems ridiculous to make use of BPMN in today’s age — where americans collaborate and don’t follow flowcharts anyway. Any choice to Blueworks have to thoroughly remove using flowcharts and in particular — BPMN. not like what you’ve heard about BPMN — it’s now not a “ordinary” in any respect — as each and every dealer creates their own flavor of it. This makes the a good deal-touted “standard” and “portability” aspect of it subsequent to not possible to achieve.
Tallyfy uses essential lists that nonetheless have all the points of flowcharts
problem — simply IT and manner analysts map approaches. Managers crave precise vigour to map a system themselves
Tallyfy is the simplest tool that allows for collaboration amongst any form of role/person — considering the fact that most people take note the simplicity of the tool in 60 seconds. The alternative to Blueworks is not truly an option at all — it’s an inevitable switch.
Tallyfy allows anyone to collaborate on documenting a method
issue — no person appears at technique maps. You want your approaches to be in elementary, executable listing format
This capability you need workflow utility like Tallyfy that truly provides that simplicity, together with the energy you want.
Please — let’s drop flowcharts and BPMN — it’s completely broken and deadaccept as true with a beautiful alternative to IBM Blueworks — Tallyfy
It integrates to everything, and it basically works for everyone.
Take a glance at a video demo of Tallyfy under, as a conceivable, person-friendly alternative to Blueworks.
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Feb 07, 2019 (Heraldkeeper via COMTEX) -- Europe software-defined data center market is witnessing a high growth due to the rising demand for online shopping and a rapid growth of the e-commerce business. In 2017, the e-commerce sale accounted for USD 534 billion in the region. Western Europe accounted for around 70% of the online retail turnover. The retail e-commerce sector is witnessing a high demand for these solutions to manage the massive data generated including customer details, order information, and other credentials. Moreover, the increasing data center facilities in countries including the UK, Germany, the Netherlands, and France accounted for a large data traffic, thereby accelerating the software-defined data center market growth.
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Rapid increase in data center traffic and the increasing need for hyperscale facilities for storage of such massive data are expected to drive the software-defined data center market growth. It is estimated that the global data center traffic will cross 20 zettabytes per year by 2024 and around 80% of the overall cloud workloads will shift to Software as a Service (SaaS). Moreover, global companies are investing extensively in establishing large infrastructure facilities for managing and accessing the data. These companies are expanding their business operations globally, thereby driving the demand for edge data center facilities.
Growing demand for dynamic connectivity and networking in developed economies is providing an opportunity to players in the software-defined data center market. Several countries including the U.S, Canada, Germany, and France are experiencing high adoption rates of such solutions. The strong presence of the global companies that depend on effective data storage solutions for performing their business operations will propel the software-defined data center market growth.
Moreover, these countries are experiencing a rapid adoption of advanced technologies in several industrial sectors. Such factors are motivating the players to offer software & services to cater to demands from these global companies. Some of the major software-defined data center market players operating in these countries are IBM Corporation and VMware, Inc.
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The software-defined data center market is expected to witness a rapid growth over the coming years with a rise in the demand for the advanced data management solutions for monitoring and ensuring the safety of the enterprise data. These solutions allow the companies to access and manage their data through a secured user portal that utilizes web-based servers to deliver the data effectively. Virtualization and the cloud technology allow end users to manage, access, and secure their data in an effective manner.
The SDS (Software-Defined Storage) segment is witnessing a high growth in the software-defined data center market due to the massive data generation in the IT & telecom sector. Increasing demand for online and computing services is a major factor responsible for such data generation in the sector. The IT companies are installing infrastructure facilities for the storage and manageability of their business data. Software-based storage techniques allow companies to save their investments on data center equipment. Several global organizations are developing programs to promote the adoption of virtualized techniques for data storage.
The software-defined data center market is witnessing a high demand for the managed services with the rapid deployment of the software solutions in large enterprises. The players in the industry are providing several services to their customers to effectively manage and deploy the virtualized data center environment in their business areas. The Managed Service Provider (MSP) remotely manages the company's data management under a subscription model. The players in the software-defined data center market are also offering their services under a Service-Level Agreement (SLA) to develop strategic relationships with the companies.
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Major companies operating in the software-defined data center market are VMware, Inc., Microsoft Corporation, Oracle Corporation, HP Development Company, Dell Software, Inc., Huawei Technologies Co., Ltd., L.P., Citrix Systems, Inc., IBM Corporation, Amazon Web Services, Inc., SAP SE, EMC Corporation, Hitachi, Ltd., Fujitsu, Ltd., Citrix Systems, Melillo Consulting, Inc., and Cisco Systems, Inc., among others.
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The Internet of Things (IoT) has evolved from a futuristic business buzzword and can now unleash vast potential. With the evolving technology landscape, IoT technology is getting smarter, and therefore, more companies are incorporating AI (like machine learning, deep learning, genetic algorithms, advanced learning) with IoT applications to generate an advanced output.
The fast ability to wring data makes AI more valuable. This has made most of the giant organization excited to pour hefty investments in IoT because AI is sure to bring a sensation in the field IoT.
Facts and Figures at Glance
Increase in the venture capital funding of AI-focused IoT startups can be expected.
Acquisitions of AI-focused IoT startups is expected to boom.
Vendors of IoT platform — Amazon, Oracle, and Microsoft to name a few — taking the leads to integrate AI capabilities
As per Gartner, more than 80 percent of enterprise IoT projects will be in the market by 2018 and will include AI components, up from only 10 percent today.
Large organizations across industries are already leveraging or exploring the power of AI with IoT to deliver innovative solutions and products (offerings that make the operation more productive and efficient).
Let's Emphasize Intelligent IoT
In general, IoT is defined as the network of physical devices capable of sending and receiving data across the Internet. This comprises wearables and mobile devices, medical devices that are connected, smart home appliances, and the sensors.
The connected things can be interconnected into an ecosystem in which they interact with one another and with decision agents via the Internet or a private network. However, the real opportunity for innovation comes when things are intelligently connected when the data is fed into an AI-based algorithm for autonomous decision-making and machine learning.
In order to gain new insights from the interconnected things, applying AI to IoT will improve the relationship allowing cognitive engines for more natural interaction.
AI Unleashing IoT Potential
Artificial intelligence technology plays a growing role in IoT applications and deployments. Both investments and acquisitions in startups that merge AI and IoT have scored higher since a couple of years ago. Major vendors of IoT platform software are exploring prospects to integrate AI capabilities such as machine learning-based analytics.
IoT app development companies are expecting to present revolutionary services and application in the near future. And, of course, it will be among the biggest outcome created merging IoT and AI. Further, most of the standalone businesses will undergo reinvention to become part of integrated networks.
According to IBM, the spending on IoT worldwide hit approx $772.5 billion in 2018, a 15 percent increase over 2017. Much of that spending came from enterprises. 66 percent of executives are now comprising IoT into their operating models, according to a recent study by the IBM Institute for Business Value.
AI plays a crucial role in making IoT applications more advanced and having better deployments. Further, taking into account the investments and acquisitions in startups integrated with AI and IoT, there has been remarkable growth.
Machine learning is an AI technology that takes has ability and competence to automatically detect patterns and oddities in the data that smart sensors and devices generate, including information such as temperature, pressure, humidity, and the quality of air. Generally, when we compare the traditional business intelligence tool with machine learning, it was clear that the operational predictions gained by ML were up to 20 times fast with great precision.
Other AI technologies, like speed recognition or computer vision, play a crucial role in interpreting data into a useful piece of information, which is too much for one human to perform alone.
AI applications for IoT enable companies to avoid unplanned downtime, increase operating efficiency, and enhance risk management.
Manage Costly Unplanned Downtime
For sectors like manufacturing, oil, gas, and other similar industries, unplanned downtime results in equipment breakdown, which can be a costly affair.
Predictive maintenance using analytics prevents equipment failure before downtime, which can be utilized to schedule a maintenance procedure. Clearly, this showcases the power of AI and IoT and how they can be utilized to restore any damage. Machine learning makes it possible to identify the pattern in the constant stream of data to predict equipment failure.
For instance, in their survey, Deloitte found predictive maintenance very useful to manage the time to plan maintenance, i.e. 20-50 percent (this means that the equipment uptime increased the availability by 10-20 percent and reduced overall maintenance costs by 5-10 percent).
Increase in Operational Efficiency
It is no doubt that AI-powered IoT is aiding operational efficiency. Similar to machine learning predictions, AI also helps in shaping operational conditions and allows us to identify the parameters required to streamline processes. This is done by crunching constant streams of data, which are highly impossible for one, single human.
Improve Products and Services
Upgrading IoT with AI will directly help to create new products and services. With the advancement of time, natural language processing is getting better with near-constant human-machine interaction.For instance, AI-controlled drones and robots are new opportunities for monitoring and inspection.
Moreover, if we talk about fleet management, it is reinvented via AI. This can monitor every possible data point, which helps to reduce unplanned downtime. For instance, Cloudera claims 40 percent cut downtime for fleet vehicle monitored by their Navistar device.
Improvise in Risk Management
Today, we can see a number of useful applications created pairing IoT with AI that help organizations understand and predict a variety of risks, enabling automated and rapid responses like managing workforce safety, financial losses, etc.
There is no denying that the future of IoT will be AI. It's also expected that, in the near future, it will be difficult to find an IoT implementation without AI. The International Data Corp reveals that AI will support IoT efforts, and without AI integration, the deployed data will have “limited value.”
iot ,ai ,artificial intelligence ,data ,machine learning ,smart data ,algorithms ,risk management
Twice a year, I face a dilemma.
Presented with hundreds of nominated speakers and topics for an upcoming MarTech® conference, I have to choose only a few dozen to fit into a two-day, three-track event.
It’s a dilemma for a couple of reasons.
First, the vast majority of pitches we get from martech practitioners and experts are really good. Having to turn down most of them, simply due to the limits of time and space, kills me. I’m so grateful to everyone who sends in proposals, and I’m sorry we can’t accommodate you all. Believe me, I wish we could.
But there’s a bigger challenge: how can I best serve you as a MarTech attendee?
Martech is such an expansive and diverse field that it’s impossible to cover all of it. Especially because we don’t think of martech as merely a collection of tools and technologies. That is massive enough on its own. But we think of martech more holistically as a new discipline, the innovation of marketing, technology, and management combined.
That’s a pretty wide lens. So out of all the possible topics and case studies we could cover, how do we select only a subset of them to make MarTech most valuable to you?
Do we go broad and scan everything at a 50,000-foot level? Or do we pick one or two concepts and dive deep on them? Focus on B2B or B2C? Program for senior executives or hands-on marketing operations managers? Those starting digital transformation or those far along the journey? Big enterprises or small start-ups?
That’s a lot of either/or divisions.
The easiest thing to do, from a conference positioning point of view, would be to narrow down to a specific martech category and a specific audience segment. In fact, there are a ton of great conferences that do just that. For instance, Third Door Media, the producers of MarTech, also run the SMX Advanced show that’s focused on expert-level techniques for SEO and paid search marketing.
But I think there’s a powerful need for something different.
Mr. MarTech, Tear Down These Walls
I’ve come to believe that two of the biggest barriers to growth in a rapidly changing marketing environment are siloed specialization and false dichotomies.
Specialization is good, but comes with an increased risk of tunnel vision. You can pay so much attention to what’s happening in one narrow slice of marketing, studying only strategies and tactics that are analogous to yours, that you miss disruptions coming at you from completely different angles.
The truth is that the biggest challenge in modern marketing isn’t mastering search engine optimization, analytics, personalization, or any one tactic. The hard challenge is connecting all of those pieces together into a cohesive whole. It’s seeing the forest for the trees.
False dichotomies can be just as blinding. Centralize or decentralize. Automate or humanize. Suite or best-of-breed. Software or services. Build or buy.
I’ve railed against these either/or choices in numerous articles on the new rules of marketing technology and operations, the compatibility of strategy and agile marketing, the simultaneous expansion and consolidation of martech, and the three trends driving the Second Golden Age of Martech.
Because most of the time, these black-or-white, either/or choices are wrong. They’re called false dichotomies — false choices — because, well, they’re false. It’s not only that there’s an entire spectrum of colorful possibilities between the two opposite poles, although that’s true. It’s that in many cases you can actually achieve both/and simultaneously. The two ends can be connected together to unleash incredible innovation.
One of my main objectives with MarTech is to help attendees bust out of such siloed segments and break through such artificial either/or barriers. To accomplish that, we’ve adopted several guiding principles with the conference program:
Explore an intentionally diverse range of martech topics — a curated tour across the entire spectrum of the field. Attendees not only learn new things. They should have unexpected discoveries.
Aim for “graduate level” presentations on those topics. Better to be stretched a little beyond your comfort zone than to be bored with rudimentary notions that you’ve already heard or read about a dozen times.
Program three kinds of sessions: marketing concepts and cases that leverage technology (Marketing Track), the more technical dimension of marketing operations and emerging technologies (Technology Track), and organizational and managerial approaches that help people leverage these technologies effectively (Management Track). Encourage everyone to hop among the tracks.
Cross-pollinate ideas across B2B and B2C examples, executive-level viewpoints and in-the-trenches practitioner perspectives, digitally native high-tech unicorns and digitally transforming traditional businesses, enterprises and start-ups and firms of all sizes and stages in their lifecycle.
Every presentation shares strands of DNA for the intersection of marketing, technology, and management. But the expression of that DNA is wildly diverse from session to session. That diversity — and the combinatorial innovation it ignites — is one of the things that makes MarTech special.
What You Can Expect at MarTech, April 3-5 in San Jose
The upcoming MarTech conference in the Bay Area, April 3-5, will deliver on the promise of an in-depth, vendor-agnostic, BS-free program that will help you better lead marketing technology and operations at your own company.
You’ll hear first-hand accounts of martech innovation from leaders at Aetna, Autodesk, Cisco Meraki, Docker, Epsilon, Freshly, Fuze, IDC, LinkedIn, Livongo, LogMeIn, Netflix, The New York Times, Nordstrom, NPR, Plantronics, PwC, Riverbed Technology, Sub-Zero, Zendesk, Zillow, and more.
Here’s an overview of what you can expect…
Keynotes: Framing the Big Picture
I’ll open with a keynote revealing the 2019 marketing technology landscape in collaboration with Jeff Eckman of Blue Green, the latest martech salary survey results, and a framework for the evolution of marketing operations and technology heading into 2020.
We’ll follow with a fireside chat with the remarkable Ann Lewnes, CMO of Adobe, discussing the balance of creative and analytics, the interplay of technology and talent, ways in which marketing organizations are evolving structurally, and the trends in the industry that inspire her most.
That afternoon, we’ll have back-to-back keynotes from two martech pioneers: Mayur Gupta, the CMO of Freshly, and Terence Kawaja, the CEO of LUMA Partners. Terence will talk about the disruptive innovation of direct-to-consumer (D2C) brands, how they’re harnessing marketing technology to beat incumbent brands, and what marketers across all markets can learn from them. Mayur will share lessons from his career journey, rising from a marketing engineer to a CMO, spanning work at Sapient, Kimberly-Clark, Healthgrades, Spotify and now the D2C brand Freshly.
The next morning will begin with Shauna Shapiro, a professor at Santa Clara University and a world-renowned expert on mindfulness. Co-author of the recent Harvard Business Review article How Mindfulness Can Help Engineers Solve Problems, she’ll discuss mindfulness for innovation and change management.
Talk about unexpectedly connecting dots: yes, it’s martech and mindfulness.
Matthew Lieberman, CMO of PwC, will present on marketing enablement and empowerment, sharing the story of how his organization underwent its own digital transformation — with an empowered marketing team leading the way. Kathleen Schaub, leader of the CMO and customer experience practices at IDC, will offer her insights into guided decentralization: safely scaling customer-facing empowerment.
Tom Fishburne, the brilliant marketer-turned-cartoonist Marketoonist, will deliver the closing keynote for the conference that afternoon, with an interactive presentation of Look! Squirrel! Beyond the Shiny New Thing to Sustained Organizational Change. Aside from guaranteed laughs, Tom will help make the ideas you take back from your MarTech experience actionable.
Marketing Track: Real-World, Vendor-Independent Case Studies
Meg Goldthwaite, CMO of NPR, will explain how voice-driven AI technologies are changing behavior – and what that means, not only for businesses and marketers, but for society as a whole — in The New Era of V-Commerce: What Marketers Need to Know about Alexa, Siri and the AI Revolution.
Debbie Qaqish, Chief Strategy Officer at The Pedowitz Group, will address the challenges of Combining Marketing Operations and Sales Operations for Customer Magic. She’ll examine the pros and cons of a variety of organizational models while also learning how to best manage both old and new martech and salestech stacks and data.
Marketing technology legend Brian Kardon, CMO at Fuze, will share his real-world experience in leveraging AI across his own marketing organization in NextGen Marketing: How Artificial Intelligence Is Accelerating Marketing Performance. He’ll answer these questions about harnessing AI in your martech stack:
Which stages of the buyer journey are best suited to AI?
How can you better align sales and marketing with AI?
How can you best measure the impact of AI on your sales and marketing performance?
Which new skills are required of your marketing team to successfully implement AI?
What specific applications of AI are most successful?
Subbu Iyer, CMO of Riverbed Technology, will discuss how he’s brought focus to implementing martech solutions for digital transformation, streamlining operations, improving lead generation, and optimizing channels with a talk on The Cure for Shiny Object Syndrome: Human-Centered Digital Strategies. Subbu’s high-level advice includes:
Adopt a people-first approach to decision-making.
Use the full power of digital technology to build cognitive empathy.
Habitually observe human interactions in context to feed innovation practices.
Continually monitor and fine-tune the human experience.
Cyndi Marty of Sub-Zero and Alexandre Pelletier of Perkuto will jointly present What’s Cookin’ in Citizen Technology: Sub-Zero’s Journey Toward Decentralized Marketing. Cyndi has been leading a year-long project to transform from a centralized marketing model to a hybrid approach that takes advantage of decentralizing campaign marketing capabilities. She’ll describe her decision to make the transition, share challenges (both technological and organizational) they overcame, and provide insights into the ROI of the transition for the company and its sales network.
With devices like Amazon Alexa and Google Home’s voice-enabled options, consumers are relying more and more on browserless interactions. Now is the time to rethink how you reach and engage your customers in this emerging environment. Tricia DelGaudio, Strategy Director at Epsilon, will further explain new technology-powered strategies for Marketing in the Age of Assistants.
Shiva Mirhosseini, VP Marketing Technology and Digital Experience at Aetna, will close this track with a session on Reimagining Customer Communications — unifying print and digital touchpoint. She’ll share insights from the project she’s led for this at Aetna, including how to:
Map and assess the full spectrum of customer communications in your company
Create a strategy for unified communications across digital and print channels
Decide where print vs. digital works best from the customer’s point of view
Integrate across legacy IT systems and new digital services in the cloud
Establish governance models to ensure checks and balances across all customer communications
Technology Track: Technical Insights & Emerging Technologies
Siara Nazir, Head of Digital Marketing at Autodesk, will dig into The Data Dimension of Digital Transformation: How Autodesk Instrumented Its Customer Journey. She’ll describe how they leveraged a CDP to unify and centralize data — and then turned the learnings from it into a better omni-channel strategy.
Mike Pow, Senior Product Manager of Experimentation Platform at Netflix, will reveal in Quasi Experimentation at Netflix how they deploy experiments in which the units of randomization are not people, cookies, or members, but geographical units or time. This experiment design enables Netflix to learn about topics for which a traditional A/B test would be infeasible or impractical. The company is simultaneously building the scientific methodology and platform to maximize the learnings from each experiment, doing it at scale and company-wide.
The one-and-only David Raab, founder of The CDP Institute, will deliver an in-depth session on Customer Data Management 2020 — what you need to know for managing your data this year and next:
New options for consent management and tracking
Applying the right identity resolution methods for each purpose
Balancing privacy and personalization
Planning for new data regulations
The future of second-party and third-party data
Integrating analytics and delivery systems with a central customer database
Digital transformation and other uses of customer data outside of marketing
What’s next for customer data platforms
Sheryl Schultz, COO of CabinetM, will lead a session with Justin Sharaf, Director of Marketing Operations at LogMeIn, and Zack Alves, Senior Manager of Marketing Technology and Operations at Plantronics, on When Stacks Collide: Rationalizing the Marketing Stack in a Merger & Acquisition Environment. When M&A happens, you’ll learn about:
Reshaping the organization in a changing environment.
Rationalizing the stack to serve new business requirements.
Martech profiling for quick analysis and decision-making.
The value of a single source of technology truth for training and onboarding.
Best practices for mobilizing combined teams to coalesce around new technologies and stack structures.
Isabelle Hierholtz, User Strategy Director at Digi-Capital, one of the world’s leading AR/VR analyst and consulting firms, will present on Marketing ROI Growth Using Mobile AR. Isabelle will show how mobile AR has been used to drive 11x sales uplifts in lifestyle ecommerce, design mobile AR first retail experiences, revolutionize the shoe buying experience, and gain additional big box retailer facings and grow sales across the US, China, and Europe.
Jason Mestrits, Senior Manager Data Science & Analytics at Nordstrom, will share how leading marketing organizations are winning with a focus on data enablement, customer analytics and AI-driven innovations with Marketing Data Science and Your Data Strategy. You’ll gain insights on how creating a comprehensive data strategy enables your marketing function to do more, focus on driving meaningful competitive advantages, and avoid missed opportunities.
Aaron Wroblewski, AI Software Engineering Manager at Zillow, will present a case study of Personalizing User Experiences: Beyond A/B Testing. He’ll share the business case for a system to dynamically select personalized marketing content and calls to action for each customer. Aaron will also identify potential pitfalls like user behavior changes and data and featurization issues, while also describing the tests, metrics, and solutions that helped Zillow overcome them.
Management Track: At the Crossroads of Talent & Technology
Jennifer Brett, Head of Americas Insights at LinkedIn, will present Measure What Matters: Data Strategy to Drive Results, explaining how to go beyond clicks and engagement metrics to more meaningful measures of success, such as lead quality and closed business.
Pamela Della Motta, Director of Product for Marketing Technology, and Kristian Kristensen, VP for Engineering, for The New York Times will give a talk on Applying Product Management to Martech at The New York Times. Learn how they adopted a product management approach to martech as part of their company-wide transformation into a subscription-first digital product company. You’ll explore the benefits and challenges of a product management model that you can adapt to your organization, including:
How to rationalize your martech stack through the lens of product management
How to use agile management as a coordinating device across the organization
What a day in the life of a “martech product manager” looks like
How to manage the touch points between martech and the broader marketing team
How to develop and maintain a shared martech roadmap across multiple stakeholders
Rachel Beck, Global Manager of Marketing Ops at Cisco Meraki, will explain how they created a marketing ops function at a fast-growing company in only 12 months with Year One: Building a Marketing Ops Team From the Ground Up.
Alana Hill, Manager of Marketing Applications in IT at Zendesk, will share her advice on managing martech tool proliferation with Don’t be a Packrat: Tips to Clean House and Manage Your Martech Stack More Efficiently. She’ll explain:
How to design a robust software intake process
How to align IT and marketing to increase operational efficiency
How to build a tool management plan rooted in maintaining the right kind of data
How to manage the tool renewals process by the numbers
Chris Borkenhagen, CIO, Brian Donaldson, Manager of Development Engineering, and Kelly Horton, Senior Engineer of Marketing Technologies, from Docker will describe how to Maximize Efficiency and Scalability with the Right Team Structure, Data and Stack. In 2017, Docker made a decision to restructure its marketing technologies team and stack in a non-traditional way. It moved all technical roles for marketing and sales technology into IT, improving cross-functional communication, alignment and efficiency. You’ll learn:
How to identify roadblocks and friction in organizational structure.
How current organizational structure works, why it works and how to improve and evolve.How Docker uses containers to reduce deployment times & support customized API logic.
How to manage responsibilities across the stack: CRM, MA, CMS, Data Warehouse, BI tools, peripheral tools.
Patty Spiller, Senior Director of Growth Marketing at Livongo, will share The Secrets to a High Performing Martech Team — methods to turn your great ideas into great team achievements, including:
Crafting and communicating a grand vision that your team can rally behind
Identifying and executing “early wins” for new teams and new team members
Creating an environment where people are willing to experiment and push boundaries
Encouraging open feedback and transparency among everyone on the team
Empowering people through greater responsibility and ownership — and letting go
Building cohesion with remote team members or multi-location teams
Half-Day Pre-Conference Workshops for Deeper Learning
Want an even deeper dive into marketing technology management? Sign up for one of the half-day workshops happening Wednesday, April 3, each led by true experts in their field:
Sponsored Presentations & the Discover MarTech Theater
But wait, there’s more…
In addition to the editorial program for All Access attendees, there’s an incredible set of sponsored sessions and Discover MarTech theater presentations you can attend with a FREE Expo+ pass! Leading martech vendors Oracle, IBM, Demandbase, Dataroma, SurveyMonkey, Workfront, Acquia, Allocadia, Sitecore, ON24, Blueshift, Pitney Bowes, Magnolia, Merkle, Tealium, Percolate, VanillaSoft, Brightcove, Yes Marketing, Arm Treasure Data, Brandcast, Scaled Inference, Akkroo, and more will tackle crucial martech topics, including…
A Marketer’s Guide to the California Consumer Privacy Act (CCPA)
Solving The Stack: Building A MarTech Portfolio That Transforms Your Marketing
Marketing Technology Today and Tomorrow: Pipe Dreams and Boiled Oceans
Inspiring a Data-First Culture Through Internal Activism
The Truth About Personalization — Using a CDP to Personalize Marketing
ABM & Modern B2B Advertising: Reaching The Buying Committee At Target Accounts
How Martec Helped Lands’ End Double Revenue & Streamline Marketing Processes
Webify Everything: How to Gain More Control Over Your Customer Journey
Driving Growth with AI-driven Segmentation, Personalization, and Optimization
B2B Account Based Tactics at Enterprise Scale
The Day Marketing Held Sales Accountable
Take the Leap: Moving from Random Acts to Impactful Marketing ROI
Transform into a Modern B2B Marketing Powerhouse
The Five Tensions of Customer Experience
Closing the CX Gap: Making Sense of MarTech Sprawl
Tony Byrne, the founder of research and advisory firm Real Story Group, will also host recurring Discover MarTech Theater presentations on The New Omni-Channel Stack, The Right Way to Buy Marketing Technology, Myths Vendors Tell, and Get the Right Vendor Short List.
You’ll also be able to meet with dozens of other martech vendors exhibiting in the Expo Hall.
Reserve Your Tickets Now: Prices Go Up March 2
If you’re looking to achieve the best results from marketing technology in your organization, as a marketing technologist, a marketing operations leader, a marketing executive, or the champion driving digital transformation, this is an event you won’t want to miss.
Our Beta rates end on Saturday, March 2. Reserve your seat now. I’m looking forward to seeing you in April!
P.S. Get a sneak peek at the kinds of insights you can expect at MarTech by joining me Thursday, February 28 at 1:00PM EST for a free webinar: 2019 Martech Trends You Need To Know. Secure your spot today!
Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.
About The Author
Scott Brinker is the conference chair of the MarTech® Conference, a vendor-agnostic marketing technology conference and trade show series produced by MarTech Today's parent company, Third Door Media. The MarTech event grew out of Brinker's blog, chiefmartec.com, which has chronicled the rise of marketing technology and its changing marketing strategy, management and culture since 2008. In addition to his work on MarTech, Scott serves as the VP platform ecosystem at HubSpot. Previously, he was the co-founder and CTO of ion interactive.