Process and Strategy

From a Team of 0 to 6,000: How IBM Accelerated Digital Optimization

Learn how IBM empowers one of the world’s largest marketing organizations to achieve digital excellence. Ari Sheinkin, VP of Marketing Analytics and Suman Patnaik, the team lead for Content User Experience, will share their experience launching a Center of Excellence model to scale the experimentation program globally while catering to local markets and business units. They will discuss how process automation sustains the company’s growth and adoption of website personalization. You will hear about how the team continues to evolve using algorithm-driven Optimizely Recommendations to standardize an “always-on” personalization across all IBM websites.

Suman is a program lead and product owner at IBM with over 5 years of leading enterprise transformation initiatives in the areas of digital marketing, personalization, and content analytics.

She is currently responsible for the business definition of web experimentation, personalization, and content measurement framework for IBM – collaborating cross-organization to capture, analyze, and enrich the user data to personalize user experiences with the goal of targeting business opportunities, increasing engagement, and generating revenue.

Suman Patnaik

Program Lead, Content Analytics & User ExperienceIBM


Ari Sheinkin leads data, analytics and performance media for IBM globally. He is responsible for developing and delivering world-class data systems, reporting tools and analytics solutions that drive bottom line growth across all business units and geographies.

Ari Sheinkin

VP, Marketing Analytics & Performance MediaIBM


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