IT consulting firm IBM and social media giant Facebook have decided to team up to help top brands deliver personalised customer experiences through people-based marketing. Facebook will join IBM Commerce’s THINKLab, set up to address specific client needs, and work closely with IBM to help the brands deliver the right message to the right people at the right time.
IBM Commerce THINKLab
IBM Commerce offers its clients assistance to deliver personalised experiences at every ‘touch point’ to enhance consumer trust and brand advocacy. Its offering brings together capabilities from IBM Research, analytics, security and cloud. The THINKLab has been established by IBM Commerce to unite researchers, designers and domain experts to accelerate innovations that address specific client needs and accelerate the development of personalised customer experiences. The cross-functional teams will work directly with their clients and analyse data sets, conduct user research, map out approaches and test them in the marketplace, and with the real-time market feedback are able to explore and combine new technologies into a single integrated solution.
To help the world’s most prominent brands with tailored marketing capabilities that will reach the right people with the right message at the right time, IBM Commerce has decided to team up with social media giant Facebook, who will be the first company to join the THINKLab. The partnership will combine Facebook’s anonymised and aggregate audience insights with IBM’s deep analytics from its marketing cloud, giving marketers a clearer picture of their target audiences.
Clients will be able to combine Facebook’s ad capabilities, such as Custom Audiences, with IBM’s analytics and design features, such as Journey Designer, to create personalised customer experiences. By using IBM’s Journey Analytics, clients will be able to gain understanding of how customers responded, which groups of customers are active on Facebook, and what their interests and interactions are across multiple channels. Campaigns that have proven to be successful on Facebook can be replicated to other brand channels, such as stores, websites and mobile apps, in order to connect with the customer in the way they prefer the most.
Commenting on the partnership, Deepak Advani, General Manager of IBM Commerce, says: “Brands understand the increasing need to provide customers with powerful and personalised experiences to nurture loyalty. Through this collaboration, consumer product companies and retailers will be able to quickly and easily gain deeper insight into what their customers expect and provide them with compelling experiences that bridge the physical and virtual divide.”
Blake Chandlee, Vice President of Partnerships for Facebook, adds: “Our partnership with IBM will help top brands achieve personalisation 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.”