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IBM’s Jon Iwata Explains Data’s Limitations and Why the Future of Business is Cognitive

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Jon Iwata is an IBM veteran of over 30 years, and as the Senior Vice President of Marketing and Communications, he has shepherded a number of transformative marketing ideas that have shaped new thinking about business and technology. Now, as the "Smarter Planet" campaign has been retired, he explained to a marketer audience at ANA's Brand Masters Conference last week—with the help of a charming robot named Nao—why "The Future of Business in Cognitive," a phrase which also heralds IBM's new marketing initiative for the Cognitive Era.
 
Iwata outlined how data is key to personalized customer experiences, but 80% of today's data is unstructured--or essentially invisible to computers and of limited use. (Unstructured data is a term that describes data not found within a database or other type of data structure. It may be textual or non-textual, and examples include email messages, PowerPoint presentations, Word documents, instant messages, JPEG images, MP3 audio files and Flash video files which means news articles, research reports, social media posts and enterprise system data.)

(Please download the full PDF of this article at the link to the right.)
Source

"IBM's Jon Iwata Explains Data's Limitations and Why the Future of Business is Cognitive." The Internationalist. Number 77, 2016.

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