IBM And Facebook Ink Deal

Author

John Ellett, Contributor

May 7, 2015

Modern marketing depends on using customer data and technology to deliver more personalized experiences at every touch point. Today, IBM announced a collaboration with Facebook to make it easier for marketers to execute programs based on personal information. IBM’s marketing cloud clients can now utilize Facebook ad capabilities along with IBM’s analytics and design features to create meaningful experiences for their customers across applications, devices and time. Using IBM’s new Journey Designer, brands can create personalized customer experiences across all engagement touch points and then use Journey Analytics to gain an understanding, at an aggregate level, of how customers responded.

According to Deepak Advani, general manager of IBM Commerce, “Facebook kept coming up in our conversations with our clients who wanted to use our backend analytics to inform conversations with their customers. With this collaboration, brands can now have more personalized conversations within Facebook.” IBM will use deep analytics, on top of Facebook’s anonymized and aggregate audience insights with additional information from IBM’s marketing cloud so marketers have a clearer picture of their target audiences. Marketers can also replicate proven campaigns beyond Facebook to other brand channels including their stores, websites and through mobile apps to reach the customer wherever they most prefer to connect with the brand.

IBM also announced that Facebook will be the first company to join the new IBM Commerce THINKLab, a research and collaboration environment in which companies will work directly with brands to accelerate development of new technologies designed to personalize customer experiences.  IBM researchers, Facebook experts, domain experts, designers and other partners will be available to work side by side with clients to identify specific areas of need and generate new solutions.

“Our partnership with IBM will help top brands achieve personalization at scale by using IBM’s marketing cloud to find and engage their target audiences on Facebook, as well as solve their vexing challenges by consulting with IBM Commerce THINKLab, ” said Blake Chandlee, VP of Partnerships for Facebook.  “We will also be working closely with IBM Commerce THINKLab to help deliver people-based marketing that’s optimized to achieve each brand’s business goals.”

I asked Advani if these new capabilities would lead to brands to go beyond being relevant to being creepy. “Customers are not reluctant to switch brands if they don’t trust that brands are using their data appropriately. It’s more about policies than software.”

This article was written by John Ellett from Forbes and was legally licensed through the NewsCred publisher network.


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