Case Study: IBM achieves a data-driven marketing culture and optimized performance at scale with Datorama

Datorama Enables IBM to Optimize its Performance at Scale

IBM, a Fortune 100 technology leader with a vast, global marketing organization, faced extreme complexity in consolidating hundreds of marketing data streams across 170+ markets. The company needed a scalable partner to centralize marketing data, democratize access, and build a data-driven culture—requirements that led IBM to select Datorama.

Datorama deployed its Marketing Integration Engine SaaS as a centralized single source of truth, automatically connecting, cleansing and organizing IBM’s MarTech data. In 12 months Datorama integrated over 500 data streams, supported 10+ global budget centers, enabled ~40 team members to run 150+ daily reports, and helped drive strategic changes (including a shift to programmatic content marketing) while accelerating training and adoption of data-driven decision making.

IBM

Ari Sheinkin

Vice President of Marketing Analytics