Jon Iwata, SVP and Chief Brand Officer di IBM, will tell us how marketing will change thanks to Cognitive Computing, focusing on the challenges and the potentials of this technology. Given is capability of giving insights about customers at every touchpoint, Cognitive Computing could become Marketing and Sales’ best ally. But are CMOs and Head of Sales ready to use it? Bringing the data gathered from IBM’s last research, Iwata will answer this, showing us the actual results obtained by who has already adopted this technology in his business.