IBM Lunch and Learn: Predicting Digital Value

Join the BAC for a Lunch and Learn with IBM's Director of Marketing Analytics, David Bush. IBM is a leader in marketing analytics solutions, and is leveraging its own transformation as a way to crack the latest challenges in B2B digital marketing. The talk will cover topics such as multi-touch attribution, digital response scoring and cognitive bid optimization, all driven by an end-to-end ROI valuation framework.

David Bush is the Director of Marketing Analytics for IBM's World-wide Marketing Analytics & Data organization, where he leads the Data Science, Solution Development and Business Consulting teams. David was previously an Associate Partner in IBM Global Business Services, where he led a wide range of strategy & analytics consulting projects over 7 years.

Prior to joining IBM, David's former career was in the field of behavioral neuroscience, where he focused his research on brain systems underlying motivation, stress and memory processes, and taught multiple courses in statistical methods to undergraduate and graduate students. David has several degrees, including an MBA from NYU Stern School of Business, with specializations in analytics, strategy and finance. He also holds PhD, Master's and Bachelor of Science degrees from the University of Toronto.

David's work in marketing includes projects focused on multi-touch attribution, ROI analytics, business partners impact, advertising frameworks, and digital campaigns. While in GBS he led numerous projects that span a wide range of business issues, including predictive sales analytics, Watson DeepQA commercialization and pricing, go-to-market strategies for services and software businesses, supply chain analytics, growth market positioning, macroeconomic resource forecasting, and sales incentives optimization.

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