Michele uses empirical methods and data driven decisions to unlock business value. Armed with his Ph.D. in Cognitive Science, Michele has a deep appreciation of the complexities of human behavior. With his knowledge of intricate cognitive processes and robust psychology concepts along with his research-based methodology, he has helped clients understand the true power of experience. Michele applies this expertise to customer behavior, including its principal drivers, through the lens of experience. At IBM iX, Michele uses empirical methodology and analytics to unlock business value. Deriving insights from customer touch points, he builds a holistic understanding of customers, employees, and business partners. As a result, Michele is able to collaborate with clients to create powerful and dynamic experience management capabilities across the full commerce and marketing lifecycle with measurable business outcomes.