© 2015 IBM Corporation

IBM Analytics

September 27 Launch Event Summary

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Event Highlights

Attendees lined up waiting for the doors to openBillboard at the entrance to the main event

Pedi cabs took attendees to the event from Strata Hadoop

theCube broadcasted interviews before the event, then continued broadcasting onsite

50 Analysts and Influencers attended a special event before the main event

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Event Highlights

The Main Tent was broadcast to all three floors including the rooftop

Bob Picciano announced Project DataWorks to an enthusiastic crowd

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Event Highlights

David Taieb presented Pixie Dust. -- 1 of 22

demo peds at the event

Ritika Gunner presented the $50k grand prize to the Spark

Makers Build winners

7 New partners were announced30 Business Partners participated in a special session before the main event

40+ Social Influencers attended, 8 of them also participated in a

roundtable on theCube

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Objectives:• Build on the June 6th Data Science announcement• Show how we help data engineers and enterprise architects allow the business to

take better advantage of multiple big data sources

Target audience: Primarily the Data Engineer profession (includes traditional enterprise architect, ETL Engineers). Secondary audience: Data Scientists, Data Developers, plus CDO’s (decision makers) and business users

Event Name: IBM DataFirst Launch EventWhen: Sept 27, 2016, 6:00 PM – 9:00 PM, After Party until 10:00 PMWhere: Hudson Mercantile Building, New York City, near the Strata-Hadoop Event

Content:• Reception, 22 demos, Hands On Experience• Keynotes and Lightening Talks with Data Engineers and top leaders in data intensive

companies• Separate Analyst Event • Separate Business Partner Executive Event• Separate Social Influencer Event, broadcast by theCube• Eight hours of broadcasting via theCube to 100,000+ followers• Livestream with replay available, Facebook Live• Announce winners of Apache Spark Maker Build Hackathon• Complete plan for digital strategy, social media (organic and paid), paid search,

dynamic banners, emails, meetup postings, advertising (select NYC building elevators/lobbies, billboards), partnering with organizations such as Galvanize, Hakka Labs and DS/DE Programs at Universities, BP & Internal communications with invitations, seller enablement…

• Coordinate with IBM presence at Strata/Hadoop (including free pedicabs circling between the two buildings)

• Joint marketing plan with IBM Cloud and IBM Analytics

Results• Attendance at live event at Hudson Mercantile: 681 (includes

clients, academia, business partners, analysts, social influencers and press)

• Livestream views during event: 1364

• Replay views on Youtube as of 10/6: 2015

• Social impressions during campaign (8/1-9/27): 177 million

• #6 trending topic on Twitter the day of announce

• 10,000+ visits to new pages

• More than 55 news stories

Overview

• Everyone drove to the event landing page: http://ibm.co/datafirstnow

• Register for the Sept 27th Event• Register for the Livestream or replay• Sign up for the Data Science Experience

• After 9/27: “ Sign up for the Data Science Experience.” Drive to: http://ibm.co/dataworks

• Use #datafirst in social promotion

Call to Action

IBM DataFirst Launch Event Summary

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IBM DataFirst Launch Event Agenda (adjacent to Strata-Hadoop)

Time Agenda Item Speakers Location

11:00 am – 12:45 pm Business Partner Lunch & Presentation Joel Horwitz, Derek Schoettle, Rob Thomas, Ritika Gunnar – Audience: 30 Business Partner Executives

Clyde Frazier Restaurant, 485 Tenth Ave

2:00 pm – 3:00 pm Influencer Reception Clyde Frazier Restaurant, 485 Tenth Ave

3:00 pm – 5:30 pm Analyst & Influencer Briefing 50 Analysts, Influencers, IBM Execs Affirmation Arts, 523 W 37th St

5:30 pm – 6:00 pm Analyst 1 on 1’s Affirmation Arts, 523 W 37th St

1:00 pm -- 4:00 pm The Cube Interviews* IBM Execs, Strategic BPs Pillars 37, 517 W 37th St

4:30 pm -- 5:30 pm Social Influencer Roundtable w the Cube* 8 Influencers, IBM Moderator, the Cube Pillars 37, 517 W 37th St

Main Community Event Hudson Mercantile, 500 W 36th St

6:00 – 7:00 pm Registration and Opening Reception

7:00 – 7:15 pm OutThinking Big Data in the Cognitive Era* Keynote: Bob Picciano, Senior Vice President IBM Analytics

7:15 – 7:35 pm Watson Data Works Project Overview and Demonstration* Keynote: Ritika Gunnar, Vice President of Product Management IBM Analytics, and others

7:35 – 7:40 pm “A DataFirst Approach to Data Maturity”* Jim Deters, CEO and Founder, Galvanize

7:40 – 7:45 pm “Supercharging Data Science with Spark & Python”* Travis Oliphant, CEO and Founder, Continuum Analytics

7:45 – 7:55 pm “The Modern Chief Data Officer: Enabling the Data-Driven Organization”* Dr. Somesh Nigram, VP, Information & Data Governance and Healthcare Informatics, IBM Global Chief Data Office

7:55 – 8:05 pm Showcase Customer: Delhaize* Nik Green, Director, Global Data Management & Business Intelligence

8:05– 8:15 pm Showcase Partner: RSG Media* Shiv Sehgal, Solutions Architect, RSG Media Systems

8:15 – 8:20 pm Apache Spark Makers Build Winners* Ritika Gunnar and winners

8:20 – 8:30 pm Closing remarks and Q&A* All

8:30 – 9:30 pm Evening Reception: Demonstrations & Hands On Experience All

8:30 – 10:00 pm Party on rooftop All

*Simultaneous livestreamed

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Speaker Bios

Bob Picciano is the Senior Vice President of IBM Analytics, with global responsibility for the strategy and management of IBM’s industry-leading data and analytics portfolio. He oversees teams focused on analytics solutions tailored by industry; analytics and data management platforms; cloud data services; enterprise social software and talent management solutions; industry and transformation consulting, and advanced solutions and services that combine cloud, analytics and mobile technologies. Bob began his IBM career in 1987 as a software developer and holds a B.S. in Computer Science from Northeastern University.

Ritika Gunnar is Vice President of Offering Management, IBM Analytics. Ritika has worked in development and pre-sales enablement and currently leads offering management for IBM Analytics. Ritika strongly believes in the power of education for today's youth and spends a lot of time advocating and mentoring young women interested in science and engineering. She is a native of Austin and has an MBA and a BS in Computer Science from the University of Texas at Austin.

Dr. Somesh Nigam, VP, Chief Data Office, Information & Data Governance and Healthcare Informatics, IBM. Somesh has the overarching mission to establish Data as the foundation of IBM’s Cognitive Business, creating an enterprise wide data governance management framework for IBM business units. Previously he was Senior Vice President and Chief Informatics Officer at Independence Blue Cross and Vice President of health care informatics, medical devices & diagnostics at Johnson & Johnson. He has a Doctor of Philosophy and Chemical Engineering from the University of Michigan

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Speaker Bios

Jim Deters, CEO & Founder, Galvanize. Jim Deters has spent the last 14 years starting, building, and investing in companies on the leading edge of technology and social enterprise. Jim co-founded Galvanize in 2012. He previously served as President of Ascendant Technology, and before that founded Portal Interactive. Jim is a business graduate from DePaul University in Chicago with degrees in Economics and Business Management, with a specialty in Entrepreneurship from the Coleman Entrepreneurship Center.

Travis Oliphant is a data scientist, CEO and founder of Continuum Analytics. He is also the primary creator of the NumPy and founding contributor to the SciPy packages in the Python programming language Travis was an Assistant Professor of Electrical and Computer Engineering at Brigham Young University from 2001 to 2007, and also directed the BYU Biomedical Imaging Lab. Travis holds a doctorate from the Mayo Clinic and a Master of Science in Mathematics and Electrical Engineering from Brigham Young University.

Nik Green is the Director of Business Intelligence & Data Management at Ahold Delhaize. Nik is an accomplished business technology leader with demonstrated success in leading and managing large teams with responsibility for data warehousing, data management, and data governance. Prior to joining Delhaize, Nik served as the Director of Business Intelligence Shared Services at Ascena Retail Group and was Manager of Business Intelligence Commercial Systems at Johnson & Johnson. Nik holds a Master of Science in Predictive Analytics from Northwestern University

Shiv Sehgal, Solutions Architect and Product Manager, RSG Media Systems. Shiv is a solutions architect helping RSG Media’s clients, representing some of the largest media and broadcast entities in the world, design data-driven solutions to maximize the revenue derived from their content, advertising and promotions. Shiv also serves as the product manager where he guides the direction of the Media Mantra Platform. Prior to joining RSG Media, Shiv was a Financial Analyst at Axiom Capital Management. He received his bachelor’s degree from Lehigh University.

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#DataFirst Digital Domination

Graphics: 8/1-9/28 8/1 – 10/4 social mentions have increased to 15,800, and to 183M

177MTotal social impressionscompared with #SparkBizApps campaign results @109M (start to announce) = 62% increase

12,825Total social mentionsby 4,858 individuals = 49% increase from #SparkBizApps 8,579 mentions

#Success

52Partnersattended

2,015Live streamattendees

1,364In personattendees

10,000Web visits to new#datafirst pages

#Influencers

#Trending

#Tweets

Social metrics are campaign to date: 8/1/16 thru 9/27/16

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Covering the Announcement

#DataFirst on TwitterRelease links: Press Release, IBM Unveils Industry’s First Platform to Integrate All Data Types for AI-Powered Decision-Making, https://ibm.biz/BdrUex IBM Big Data & Analytics Hub, Chief takeaways from the IBM DataFirst Launch Event, https://ibm.biz/BdrUng IBM Big Data & Analytics Hub, Alation joins IBM DataWorks ecosystem, https://ibm.biz/BdrUnk IBM Big Data & Analytics Hub, IBM DataFirst Launch Event: Make data simple in the cognitive era [Video], https://ibm.biz/BdrUed

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Covering the Announcement

Executed live coverage of DataFirst event on @IBMBluemix. Further amplification was coordinated on • IBM Cloud organic• IBM Watson organic• IBM masterbrand paid and organic

channels.• Created SnapChat story on IBM

masterbrand account

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Analyst Relations Snapshot

Analyst pre-briefs • 14 analysts were pre-briefed in advance of the announcement• 50 Analytsts and Influencers attended the event• Email blast and assets pushed to 1000+ analysts around the world• Additional analysts participated in a Global Telefeconference

Analyst Survey Results

100% rated the event Excellent/Very Good in meeting their expectations

100% rated the event Excellent/Very Good in providing useful and valuable information relevant to research

100% rated the event Excellent/Very Good in demonstrating IBM's capabilities as a services/solutions provider

100% rated the event Excellent/Very Good in helping to build/reinforce relationships with IBM

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Analyst public blogs and commentary

Gene Leganza, Forrester Research in itworld and PCWorld - "Broadly speaking, this brings two things to the table that weren't there before," said Gene Leganza, a vice president and research director with Forrester Research. First is "a really comprehensive cloud-based platform that brings together all the elements you'd need to drive data innovation," Leganza said. "It's data management, it's analytics, it's Watson, it's collaboration across different roles, and it's a method to get started. It's really comprehensive, and the fact that it's cloud-based means everyone has access. (Second) The platform's AI-based capabilities, meanwhile, can help users "drive to the next level of innovation with data," he said. Overall, it's "an enterprise architect's dream" because it could put an end to the ongoing need to integrate diverse products into a functioning whole" Leganza said.

Doug Henschen, Constellation Research in CMSWire - "What makes this compelling, according to Henschen, is DataWorks' "support for data governance, data sharing and collaboration across all these user personas, with shared metadata, data modeling and schema mapping." Henschen noted that this is IBM's effort "to span data silos with collaboration, overcome data-quality woes with shared data governance and metadata management and to overcome the complexities of deploying and maintaining myriad technologies with a cloud-based platform.”

Doug Henschen, Constellation blog - Strata + Hadoop World Highlights Long-Term Bets on Cloud“DataWorks offers user interfaces for data engineers (DataWorks Connect), data scientists (with Jupyter notebooks and RStudio as part of Data Science Experience), business analysts (Watson Analytics) and app developers  (BlueMix services). It’s largely a packaging of existing cloud services, but what makes it a platform is shared data and metadata access and governance and shared spaces for data modeling and analysis.”

Saugutuck Report - “IBM’s plans for theDataWorks fabric is impressive. It should serve as a leading tip of IBM’s market spear by integrating innovative data science breakthroughs from whatever source, while also delivering a drag-along tail for the installed base of Cognos, SPSS and other customers. Moreover, the DataWorks platform with its Watson interfaces now puts IBM well ahead of most competitors in terms of the breadth of access to easier to use, and interoperable technologies for data science, and its use as a Cloud service. What the company has assembled is now a gold standard: how long this will last is anyone’s guess.”

Charles King, Pund-IT: IBM DataWorks –Looking for (and Finding) the Next Big Data Thing - "More so than most other major vendors, IBM recognized that open source technologies and communities represent a fundamental shift in the way that individuals, groups and organizations create, utilize and benefit from technology. However, IBM also understands the value of its own technologies, and how resulting solutions and services can complement the efforts of the open source partners and communities. Project DataWorks is the result of just that sort of innovative collaborative engagement, and IBM customers will be the ultimate beneficiaries.

Notable tweetsCassandra Mooshian, TBR "This is so important -- orgs more likely to work w startups backed by open communities for continuity #datafirst "Geoff Woollacott, TBR, "DataWorks Platform = a virtual "Maker Space" for business insights. Good Analogy #DataFirst #IBM"Eric Kavanaugh, Bloor, "Intelligence Infused Everywhere!"" That's the #FutureOfData #DataFirst @IBM @IBMbigdata #Innovation breeds #ExcellenceJohn Myers, EMA, "IBMAnalytics #DataFirst event: ease of use for providing role based access for @IBM #watson #DataWorks removes barriers to #collaboration"Tony Baer, Ovum, "IBM seeking to bridge chasms between Python silos so you can access to each others libraries regardless of how they were written #DataFirst"

Analyst Relations Snapshot

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Updated IBM.com Web Presence

Event Landing Page Project DataWorks Page

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Internal Communications

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Business Partner Communications

New Business Partner Assets – DataFirst Launch EventIBM.com/Partnerworld landing page

Action Items for Business Partners:

• Developed BP ready invitation for clients• FAQ for Business Partners• Personally invite the right mix of BPs to the live event• Business Partner Blog published 9/29/16 – BP Voices • Ad-Hoc email to 60,000 BP driving to DataFirst Livestream

event and new Sales Play• New PartnerWorld pages live on 9/27/16 with new assets –

Sales Play• Link to a deeper dive Successfully Selling webcast

Lead banner on PartnerWorld home page 9/27/16

New Data & Analytics home page on PW

BP Voices Blog