Also - in NA we all have to add these business objectives to our PBC to show we are willing to do

whatever it takes to support the SWG Digital's Marketing organization's goals. I'd recommend you add
these to your PBC as well. You may ask how can I do these things from my job role. As an example, for
those doing monthly reports - if you notice drops in overall registrations then you should suggest a
change in offers or increased offer placement. You might proactively pull reports to state which offers are
producing the most Validated leads and provide that list to your brand team.

Overall Team Goal

 Drive $1.7 Billion - a YTY increase of 20+% - in validated Lead Revenue through web marketing key
plays, including search, social
media, web farming, offer optimization, virtual events, live person, organic response management, enurture
and actionable/advanced analytics.
 Be an effective, energized member of the SWG Web team so that we set & exceed BU expectations
 Help SWG Web team be viewed as go-to experts for Web marketing strategy, tactics, and best practices.
 Deliver 25% of Digital Marketing responses for the Quarter coming from Web organic, by Q4 2011.
 10% of Digital Marketing VL & VLR from Web organic
 Convey & build the IBM SW story in an intelligent way that respects IBM and visitor goals

Interact Process Strategist

Description: The Interact Process Strategist will be providing weekly/monthly/Project Based analysis
depending on project as required for Software Group. This analysis is critical for Software Group Interact
Project deliverables. The person is typically assigned to a worldwide all brands.

Tasks prevalent to Marketing Optimization & Behavioral Analytics

Primary Responsibilities : -

Segmentation
Includes strategic segmentation of visitor profiles using the actionable analysis reports for specific pages/brands

Database strategist with flowchart –

Includes Append, Design, Redesign, add or remove elements of flowcharts of segmentation

Testing
Multivariate and A/B testing on key software group pages Help with offer selection.
Set up offers in Interact using Mbox and PTT requests as appropriate.
Monitor offer performance.
Report on performance.

Performance modeling role.

Help with offer selection.
Set up offers in Interact using Mbox and PTT requests as appropriate.
Monitor offer performance.
scorecard of performance

Explore Statistical Analytics:

Effective usage or identification of various statistical techniques to be applied in order to
Help with offer selection
Monitor offer performance
Resulting in identification or building of models

Secondary Reponsibility
  Participate in Web Farming – One of the Future course of action for Interact Project
 Advance your expertise in IBM Marketing
 Actively participate in knowledge sharing and community initiatives across the GMC
 Act as an ambassador of the Global Marketing Center 
 Enhance Applied knowledge for Demand Programs

Input / Output Generation

1. Unica NetInsight
2. Unica Interact
3. Adobe's Omniture - Test and Target
4. SPSS – PSAW Modeller or Clementine