IBM Debuts Cloud-Based Analytics Suite

IBM has announced a new cloud-based Web analytics and digital marketing suite designed to help organisations automate online marketing campaigns across all online channels, such as web sites, social media networks, and mobile phones.

The new IBM offering, which combines the best of Coremetrics and Unica, provides sophisticated analytics that help companies better determine the effectiveness of new products and services, fine tune marketing campaigns and create personalised offers in real-time across all online channels.

IBM has integrated market-leading capabilities from recent acquisitions of Coremetrics and Unica to deliver a comprehensive, new cloud-based analytics and digital marketing suite. Building on IBM's digital analytics experience with more than 2,000 business brands, this new offering will allow companies for the first time to quickly understand their customers' buying preferences and patterns across all digital media, including web sites, social media networks, mobile phones, and tablets. This intelligence is used to quickly develop and deliver the most relevant customer experience, transforming marketing from an uninvited intrusion to an intuitive client service.

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For example, 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 programs based on what customers are doing offline. For example, 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 of their online preferences, not just what they did, read or saw on one specific site.

"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 centre of all campaigns and promotions."