Instrumented Interconnecteds Intelligent

Yuchun Lee, Vice President and General Manager, IBM Enterprise Marketing Management Group

By Richard Silberman, Writer/Researcher, IBM Communications

Yuchun Lee knows about taking risks — and about winning. For seven years following college at MIT he was a member of the infamous MIT blackjack team, spending weekends in Las Vegas counting cards (it’s legal) and winning bundles.

During that same period, Lee and two partners started Unica Corp., a pioneer in marketing and analytics software. They bootstrapped the business (with no outside capital), built it into an industry leader and sold it to IBM in 2010 for about $500 million.

Today, as vice president of IBM’s Enterprise Marketing Management group, Lee has a lot to say about risk as he helps Chief Marketing Officers (CMOs) worldwide understand the enormous gamble they’re taking if they fail to adapt — and fast — to the new age of marketing.

“The world is changing and the job of CMO is evolving in a very dramatic way,” Lee said. To succeed today, CMOs require a new way of thinking about marketing and a new model of customer engagement.

“Marketing is fast becoming less about selling than it is about servicing your client,” Lee said. “In fact, if you are successfully marketing today you ought to feel like a service.”

Helping CMOs navigate a new era

Lee is leading IBM’s efforts to reshape marketing by offering an enterprise marketing management (EMM) suite of solutions that lets companies better understand their customers and then deliver the relevant offers and personalized service they demand.

The EMM suite provides a system of engagement that collects and analyzes customer data from all customer interactions and integrates it into applications that execute highly-targeted marketing across online, social and mobile channels. When fully instrumented, a company can deliver a single, unified experience to each consumer.

“Any company that expects to survive in the future will need a system of engagement,” Lee said. “Marketing in this way is going to be a cornerstone of smarter commerce.”

In implementing an integrated system of engagement, Lee offers two pieces of advice that every CMO should take to heart.

“The number one requirement for a successful marketing transformation is that the CMO had better be talking to the CIO and both parties must be closely aligned to make this work,” Lee said.

“Secondly, you don’t need to buy the kitchen sink and do the whole transformation at once,” Lee said. “However, it’s essential to build a solution from a single provider and not take a piecemeal approach.”

“If you do it right, each phase will actually pay for itself,” Lee said.

YouTube Preview Image

Marketing transformation brings big returns

Enterprises that adopt a system of engagement can expect a sizable return, according to Lee. “We have hundreds of customers in highly competitive markets that are able to produce three to 10 times return based on systematically addressing the issues involved,” Lee said.

Considering this, Lee wonders why so many CMOs continue to drag their feet on marketing transformation.

“Frankly, by not moving forward quickly, a CMO is leaving money on the table and doing his company a disservice,” Lee said.

Lessons from blackjack, applied to business

The MIT blackjack team that Lee played on is the subject of both a book (Bringing Down the House) and, in broad strokes, a movie (21). But while Lee’s card-counting adventures make for great storytelling, the experience also served him well in practical terms.

“I learned to recognize and understand luck, skill, trends and adversity on a gut level,” Lee said. This insight proved invaluable as Lee built Unica from nothing and ran the company for nearly 20 years, surviving four recessions.

Lee sold Unica to IBM and joined the company because he saw the need for a major player to redefine the role of CMO, address key issues such as lack of standards, and establish best practices and new technologies.

“What IBM is doing right now for the CMO is basically what IBM did 20 years ago to help shape the job of CIO,” Lee said. “The amount of resources IBM is pouring into this space is just incredible.”

Yuchun Lee is a frequent contributor to the IBM Smarter Commerce blog and also posts to the IBM Smarter Planet blog.

Bookmark and Share

Previous post

Next post

25 Comments
 
July 20, 2014
9:14 am

Sweet blog! I found it while browsing on Yahoo News.

Do you have any tips on how to get listed in Yahoo News?
I’ve been trying for a while but I never seem to get there!

Appreciate it


Posted by: instagram followers
 
March 29, 2014
6:06 am

Good Let’s Move Forward on Privacy in the Era of Big Data


Posted by: Telecharger Pokemon X et Y Rom
 
February 3, 2014
8:19 am

I¡¦ve been exploring for a little for any high quality articles or blog posts on this kind of area . Exploring in Yahoo I ultimately stumbled upon this website. Studying this information So i¡¦m glad to show that I have an incredibly excellent uncanny feeling I found out exactly what I needed. I most indisputably will make sure to don¡¦t overlook this site and give it a look on a constant basis.


Posted by: Cheap Real Estate
 
January 12, 2014
11:21 pm

It is intending to rollout a couple of surprises in the coming
years to capitalise for the growing car market.

Manufacturers like Locust, Sterling Sports Cars, Robin Hood, etc can send the car parts straight away to you.
We’re not talking a simple wash and wax service here.


Posted by: cars vhs
 
December 16, 2013
10:02 am

Just wish to say your article is as astounding.

The clarity in your post is simply excellent and
i can assume you’re an expert on this subject.
Fine with your permission let me to grab your RSS feed to keep up to date with forthcoming post.

Thanks a million and please keep up the gratifying work.


Posted by: Reginald
 
December 15, 2013
10:51 am

An interesting dialogue is worth comment. I think that it’s best to write extra on this topic, it might not be a taboo topic however generally people are not sufficient to talk on such topics. To the next. Cheers


Posted by: Virgina Pomrenke
 
August 7, 2013
12:35 am

I¡¦ve been exploring for a little for any high quality articles or blog posts on this sort of space . Exploring in Yahoo I ultimately stumbled upon this site. Studying this info So i am happy to convey that I have an incredibly good uncanny feeling I came upon exactly what I needed. I so much surely will make sure to don¡¦t disregard this web site and give it a look regularly.


Posted by: automobile cup holders
 
August 3, 2013
4:25 am

Thank you a lot for sharing this with all people you actually recognise what you are speaking approximately! Bookmarked. Kindly also discuss with my web site =). We can have a link exchange agreement among us!


Posted by: Home Interior Design
 
August 3, 2013
1:44 am

Definitely believe that which you stated. Your favorite justification seemed to be on the net the simplest thing to be aware of. I say to you, I definitely get annoyed while people consider worries that they plainly do not know about. You managed to hit the nail upon the top as well as defined out the whole thing without having side effect , people could take a signal. Will probably be back to get more. Thanks


Posted by: Beauty
 
August 3, 2013
1:18 am

There is apparently a bunch to realize about this. I feel you made certain nice points in features also.


Posted by: Computer Technician
 
August 1, 2013
2:59 pm

whoah this blog is excellent i love studying your posts. Keep up the good paintings! You realize, lots of persons are looking around for this info, you can help them greatly.


Posted by: insurance search insurance
 
August 1, 2013
9:49 am

Well I really enjoyed reading it. This subject offered by you is very constructive for accurate planning.


Posted by: Nutrition
 
July 31, 2013
7:52 pm

I needed to draft you one very little remark to be able to give many thanks yet again over the lovely opinions you have featured on this website. This has been really shockingly open-handed with you to convey unreservedly exactly what most of us might have offered for sale as an electronic book in making some profit for their own end, specifically considering the fact that you could have done it if you decided. The tactics in addition served to become great way to be sure that many people have a similar dreams much like mine to see a whole lot more with regards to this condition. I’m sure there are several more enjoyable sessions ahead for folks who go through your blog.


Posted by: suggestions pertaining to
 
July 31, 2013
10:12 am

I do believe all of the ideas you have introduced in your post. They are very convincing and will certainly work. Nonetheless, the posts are too quick for novices. May just you please lengthen them a little from subsequent time? Thank you for the post.


Posted by: design web hosting
 
July 29, 2013
3:07 am

Can I just say what a aid to seek out someone who truly knows what theyre talking about on the internet. You undoubtedly know how to deliver a problem to mild and make it important. More individuals have to read this and understand this aspect of the story. I cant consider youre not more well-liked because you undoubtedly have the gift.


Posted by: Erwin Lutzi
 
July 25, 2013
8:58 pm
July 24, 2013
3:14 am

Can I just say what a aid to seek out someone who truly knows what theyre talking about on the internet. You undoubtedly know how to deliver a problem to mild and make it important. More individuals have to read this and understand this aspect of the story. I cant consider youre not more well-liked because you undoubtedly have the gift.


Posted by: Ismael Jalonen
 
July 19, 2013
4:06 am

Nice post. I learn something more challenging on different blogs everyday. It’ll always be stimulating to read content from other writers and practice slightly something from their store. I�d choose to use some with the content on my blog whether you don�t mind. Natually I�ll give you a link on your web blog. Thanks for sharing.


Posted by: Anabel Zera
 
October 25, 2012
4:12 pm

Its really great to know about people like Yuchun Lee. I would like to know how he thinks and what kind of books he reads to add value to his knowledge.


Posted by: Ratnadeep Datta
 
October 23, 2012
5:14 pm

Counting cards is legal but is considered cheating by gambling establishments. When you are caught (and everyone gets caught if they do it very long) you are thrown out. Gambling is less about luck than it is odds. Odds are always in the casino’s favor, in every game, except on the first roll of the dice in craps. The reason everyone gets caught is the casinos know the difference between a winning streak and cheating. Anyone that says otherwise is else is just telling fish stories.

It is nice to hear about an entrepreneurial success story on W3. I have worked at a number of startups and miss the excitement of building something from scratch. Lee’s story is definitely one to be noticed.

The breadth of IBM however is amazing, it is the biggest company I have worked for and although I sold and marketed products to large companies for years, nothing I have done compares to what we do here.

I agree with Lee’s thoughts on standards, our industry is very large, moves very fast and is all over the place. Working toward standards feels like swimming upstream but is critical to meet our customer expectations and for our customers in turn, to meet theres.

Great story, I look forward to reading more like this, maybe one from TMS.


Posted by: Robert Peverley
 
October 23, 2012
11:32 am

Te EMM Suits provides Services on the basis of Customer interactions and integration data, I wonder what this system will do to bring new customer an dhow it will have data for new Customers.
Engaging is understandable but There is always need of new customers.


Posted by: Siddiq
 
October 23, 2012
5:20 am

Bro. Chun pure man!


Posted by: Fish
 
October 23, 2012
5:03 am

BOSS! Behind it there must be a big secret!


Posted by: Ben
 
October 23, 2012
1:06 am

YuanFang, how do you think?


Posted by: wz
 
October 23, 2012
12:15 am

why the person named “YuChun Lee” all is niubility, it’s question


Posted by: shaofeng zhou
 
Post a Comment