Learn why IBM was named a Market Leader in the Integrated Planning & Analytics report from BARC Research. 

Where it’s used

Finance        Supply chain        Sales        Workforce        Marketing        IT


Marketing planning

As customer needs and preferences change, so do marketing plans. But large volumes of data, siloed systems and manual data aggregation can slow down analysis cycles. IBM® Planning Analytics with Watson accelerates marketing planning and allows marketers to pivot in real time to adjust plans, campaigns and tactics. 

Automate manual processes, unite silos across the business, and create a single source of truth. Create models that predict potential ROI or improve forecast accuracy, see the impact of decisions before making them, identify trends and better understand what is driving customer demand and campaign performance.

Can you relate to these marketing dilemmas?

Tedious and siloed planning

Error-prone spreadsheets and manual planning hinder decision-making.

Inability to quickly pivot

Marketing plans are created infrequently, leading to a lack of agility in the planning process.

Lack of real-time insights

Marketing spend versus budget cannot be assessed in real-time.

Use cases

Planning solutions for marketing

Resource allocation

visual insight icon

Ensure visibility into your marketing spend and allocate and reallocate resources based on performance or demand. Track results on multiple dimensions by campaign, channel, business unit and more to compare budget to actual spending.

Revenue planning

vision icon

Create more accurate revenue plans and forecasts based on historical sales data, marketing performance metrics and predictive analytics. Ensure marketing performance achieves business objectives.

Campaign optimization


Track and analyze campaigns in real time to understand performance against targets and make ongoing adjustments. Perform deep granular analysis to understand buying behaviors and customer churn.

Try Planning Analytics with Watson at no cost for 30 days

Create multidimensional plans, budgets and forecasts.
Interactive dashboards and enterprise reports – Up to five users can join the same trial instance.
Explore prebuilt planning solutions by industry and use cases.

What our customers are saying

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