IBM Launches Cloud Based Analytics Suite

IBM announced the launch of a cloud-based Web analytics and digital marketing suite to help automate online marketing campaigns across digital channels.

This new suite combines the software IBM got in its acquisitions of Coremetrics and Unica and provides analytics data that can help better determine the effectiveness of new products and services and tweak the marketing campaigns.

The technology is part of the IBM’s Smarter Commerce initiative, which aims to help companies to more effectively market, sell and secure greater customer loyalty.

This combination of Coremetrics and Unica software enables the companies to understand their consumer’s preferences in the digital world in a better way. For e.g. businesses would be able to evaluate Facebook or Twitter activity, and offer customers tailored promotions delivered to their mobile devices on the fly. IBM’s suite also enables businesses to deliver and fine-tune digital marketing programmes based on what customers are doing offline. For instance, a consumer who purchased a new tablet in a brick-and-mortar store would receive special offers via email to purchase tablet accessories. The benefit to the customer is a consistent, relevant brand experience that reflects all their online preferences, not just what they did, read or saw on one specific site, IBM said.

Their optimization suite automates a company’s ability to deliver a tailored online experience and marketing promotions through real-time personalized recommendations, email ad targeting and more. Apart from this the suite offers many other features including advanced segmentation, A/B testing and deep brand analysis.

“We’re seeing increasing client demand for a single source of truth in understanding customer online behaviour and buying trends as businesses strive to identify and seize new revenue streams,” Yuchun Lee, vice president and general manager of IBM Enterprise Marketing Management, said in a statement. “We are defining a powerful, integrated and data-driven approach to marketing, one that drives higher-margin sales while using analytics to place the customer’s needs squarely at the centre of all campaigns and promotions.”

This suite is the newest addition to IBM’s products of Smarter Commerce solutions. With its smarter products, IBM is going full fledged in the new market of analytics that it estimates to be $20 billion by 2015.

Do share if anyone has used this suite yet.