IBM Delivers New Cloud-Based Design, Analytics Tools to Marketers

By Darryl K. Taft  |  Posted 2015-05-13 Print this article Print
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In addition, IBM introduced IBM Commerce Insights, a new capability that provides business executives insight into the performance, operation and growth of their digital commerce business. With this insight, brands will be informed of opportunities to drive more sales and ways to improve key business metrics such as, conversion rate and average order value; or, when customers are struggling with various aspects of the customer experience, such as check-out.

“As a manufacturer of intimate apparel basics, it’s critical to differentiate ourselves in order to win brand loyalty with consumers,” said Tom Blaisdell, search marketing manager at Hanesbrand. “Customers interact with us in many ways -- across different sites and devices-- and to ensure the most relevant experience, we want to be able to connect those dots. Understanding customer journeys is key to our marketing strategy, and the work IBM is doing in this space is going to help us further efforts to create an emotional connection between our brand and customers."

Last week, IBM and Facebook announced they will collaborate to provide brands with tailored marketing capabilities that reach the right people at the right time with the right message. To build on this, IBM has also expanded its business partner ecosystem to help brands access these design and analytic capabilities with an easy click-to-connect integration for marketers.

IBM acknowledges that today, brands use a vast number of applications and data sources to understand and engage their customers. This open ecosystem will allow marketers to integrate IBM and partners' marketing applications including social, ad network and the insights they provide. This simplifies the way marketers gain immediate access to the most relevant data across a variety of applications across a brand's infrastructure - putting these insights in the hands of marketers when they need it - to create timely and relevant experiences for their customers.

In March at the Adobe Marketing Summit in Salt Lake City, IBM and Adobe announced that IBM's digital agency, IBM Interactive Experience, would build specialized enterprise consulting capabilities for Adobe Marketing Cloud.

Combining the capabilities of Adobe Marketing Cloud with the design, digital and technology expertise of IBM Interactive Experience, enterprises can integrate all the touch points of a consumer’s journey. That experience spans idea generation, transactions, loyalty programs, special promotions or offers, consumer relationship history and the totality of the individual experience.

“We continue to partner with the world’s largest and most innovative agencies and systems integrators such as IBM Interactive Experience,” said Brad Rencher, senior vice president and general manager of Digital Marketing at Adobe, in a statement at the Adobe Marketing Summit. “Mutual clients will benefit greatly from solutions that Adobe and IBM jointly develop to help them create differentiated customer experiences, whether those experiences are in a mobile app, an integrated shopping cart or on a digital screen in a retail store.”

“A recent IBM Institute for Business Value study indicates that there is a disconnect between what consumers say they want from digital experiences and how they actually behave." said Paul Papas, global leader of IBM Interactive Experience. IBM’s partnership with Adobe “will help marketers close the gap between expectations and experience using a combination of Adobe Marketing Cloud and the services of IBM Interactive Experience, a unique digital agency that brings together experience design, systems integration and strategy consulting.”

IBM said its expertise with designing and developing unique customer experiences backed by insights from big data and analytics will improve the integrated, personalized content and offers companies provide to individuals. For example, when a consumer visits a company’s website or digital app, the site could tap an integrated view of the consumer to determine where they are in their buying journey and decide how to best interact with them in that moment to close the sale. The partnership will include training and certification of IBM consultants on Adobe Marketing Cloud as well as creation of joint IBM and Adobe client teams in key regions.


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