IBM has announced a new cloud-based Web analytics and digital marketing suite to help organizations automate online marketing campaigns across all online channels, such as web sites, social media networks, and mobile phones.
The new IBM offering, which combines Coremetrics and Unica, provides analytics that can help companies better determine the effectiveness of new products and services, fine tune marketing campaigns and create personalized offers in real-time across all online channels.
This news is part of IBM’s Smarter Commerce initiative, which is focused on helping companies more effectively market, sell and secure greater customer loyalty in the era of social networking and mobile computing.[ Also Read: Ali Shadman Reveals the Secrets of Cloud Computing ]
With 64 percent of consumers making a first purchase because of a digital experience, it’s critical that marketers understand this online behavior and refine their marketing activities accordingly, suggests IBM.
Recognizing this demand, IBM integrated the capabilities from recent acquisitions of Coremetrics and Unica to deliver a new cloud-based analytics and digital marketing suite.Bharti Airtel Prefers IBM; Ignores Indian Tech Firms ]
This intelligence is used to develop and deliver the relevant customer experience, transforming marketing from an uninvited intrusion to an intuitive client service, says IBM.
“We’re seeing increasing client demand for a single source of truth in understanding customer online behavior and buying trends as businesses strive to identify and seize new revenue streams,” said Yuchun Lee, vice president and general manager, IBM Enterprise Marketing Management.
“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 center of all campaigns and promotions.”
IBM introduced the new solution Friday, July 15.