Will Scully-Power


Meet Martin Walsh – Head of Digital Marketing, IBM
August 11, 2010, 5:20 am
Filed under: Datarati, Sydney Data Miners | Tags:

When
Tuesday, August 24, 2010 5:45 PM
Presentation Topic
Making Sense of Data: Creating a Structured Digital Measurement, Reporting, Testing & Optimisation Framework.

Overview:

When faced with developing broad, strategic frameworks and detailed operational plans, a clear vision and capability for the marketing infrastructure and capabilities is essential. Martin describes his experience where his first tasks have been to define Digital Marketing and Digital Measurement in the organisation and then operationalise it across a myriad of business units and stakeholder groups.

Martin will discuss how you can develop, operationalize and expand a digital measurement framework including digital KPI’s, the importance of a digital taxonomy, roles & responsibilities, reporting and optimisation so that marketers & agencies can spend their time focused on actionable & insightful data, at the right time.

Bio: Martin Walsh, Head of Digital Marketing at IBM

Martin is responsible for establishing, operationalising and accelerating IBM’s digital marketing capabilities and he is also responsible for developing strategic frameworks for all areas of the discipline from online advertising, eNurturing, Social Influence Marketing, Content Production & Publishing, Search Engine Marketing, Social CRM, Digital PR and digital measurement and he also is actively involved in executing marketing programs and campaigns.

Martin has more than 21 years senior marketing experience in the media, entertainment, sport & technology industries. Prior to joining IBM, Martin led Digital Marketing at Microsoft for four years and he has worked in senior marketing roles for organisations such as BMG, Telstra, Sydney 2000 Olympics and News Limited.

Prior to his role at Microsoft, Martin grew the eCommerce division of Tabcorp from less than $21m in annual sales to more than $700m in sales in less than 5 years. Martin is also active in the Australian Film industry writing, producing and marketing the award winning and critically acclaimed documentary, The Battle of Long Tan narrated by Sam Worthington, developing other movie projects and he also guest lectures at the Australian Film Television and Radio School (AFTRS).

Martin holds a Graduate Diploma and Master of Entrepreneurship & Innovation from Swinburne University in Melbourne.

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