The FINANCIAL — IBM on October 22 announced that it is empowering marketers to easily deliver personalized experiences based on customers’ behaviors and preferences. IBM Universal Behavior Exchange, a key component of IBM Marketing Cloud, allows marketers to easily connect data across their solutions to help them better understand and engage with their customers in the moment.
As customer expectations have increased so has the complexity of the marketing environment – more channels, more devices, more solutions and more data. In some companies, marketers are working with more than 30 different systems. The ability to easily connect the data stored in these solutions is key to delivering exceptional experiences across the buyer journey. IBM Universal Behavior Exchange, a cloud based service, allows marketers to easily connect data across their solutions helping them create more personalized and relevant interactions. Insights generated from the exchange will help marketers drive more effective campaigns on Facebook and across the Web, according to IBM.
“On a daily basis, our marketing systems process countless customer data points, including visitor preferences on exhibits and special events,” said Rosie Judd, Director of Digital Media for Georgia Aquarium. “With this launch, we see how IBM is addressing the industry pain point of collecting and analyzing this customer data, and ultimately helping small marketing teams such as Georgia Aquarium’s, be more efficient and stay focused on customer-centric campaigns that deliver memorable experiences.”
UBX is supported by an open ecosystem of certified partners that include social, mobile, CRM and paid advertising solutions. At launch, this ecosystem includes leaders such as MediaMath, Spredfast, MutualMind, SugarCRM and Exchange Solutions.
“IBM is making it simpler for brands to better understand how their customers prefer to engage,” Mike Lamb, President, Commercial, MediaMath. “We see the opportunity in connecting advertiser data to other channels to create more timely and relevant interactions. It’s this level of collaboration with IBM that demonstrates a major step towards true customer-centric marketing.”
The Universal Behavior Exchange increases marketing agility with the following benefits:
Click-to-connect integration that makes it easier for marketers to access and leverage customer data across all of their solutions
A pre-integrated partner network which enables quick and seamless integration with a wide range customer behavior, event and audience data across paid, owned and earned channels
The ability to transform customer behaviors into highly personalized interactions, delivering a consistent experience across all channels
“The challenge marketers face today is the ability to deliver at scale customer experiences that are timely and relevant,” said Deepak Advani, general manager, IBM Commerce. “Today’s launch is addressing this by removing a key pain point for marketers around data integration to free them up to deliver the more innovative and meaningful experiences that consumers demand.”