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Agile marketer

As businesses go from a one-size-fits-all approach to providing personalised experiences, the need to listen to the customer - and for signals - becomes key in marketing, says IBM's Michelle Peluso.

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"We can use AI to understand much more about our customer. That's really powerful for a marketer because the better we know our customer, the more we understand her intentions or desires or frustrations or objections, the more we know how to give her the best possible service." - Michelle Peluso.

"PASSIONATE" is a word IBM chief marketing officer Michelle Peluso uses often - to describe how she feels about the vast amounts of new data and technology available to marketers; about Agile as a discipline; and about the notion that it's the men who need to step up and make the difference when...

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