Paid Media Project
This summer I had the opportunity to live in Austin, TX and intern at IBM Systems for their paid media strategy team. Our summer-long project revolved around optimizing the paid media creative assets in our business unit, Systems. We ran an audit on all of the creatives that were running in the market and identified our underperforming assets and drew insights from the top performers. From there, we were able to work with the creative team to develop new assets based on these insights and test our hypotheses in market.
Once we received our data from our test, our results showed incredible improvements on our LinuxONE Blockchain ads (170% increase in CTR and 37% decrease in CPV) and All Flash Storage(24%Engagement Rate while average is 6%). After gathering all of our test results we presented our findings and recommendations to the Systems marketing teams, multiple BU CMOs, and VPs.
The summer was full of meaningful learning, impactful work, and meeting incredibly talented and intelligent individuals. One of my biggest takeaways this summer was seeing how data driven insights and client-centric planning can make all the difference in driving customer engagement.
IBM Internal Newsletter Article
While working at IBM this summer I was invited by the IBM “Infuse Austin” group to write up an intro for the monthly newsletter and an article introducing some of the interns to the rest of the community.
Read the rest of the Intern Intros here!
Courtney Cheevers 