IBM and Facebook Partner to Streamline Marketing Campaigns for Brands and Retailers

By CIOReview | Tuesday, May 12, 2015
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FREMONT, CA: Data is at the center of the business world. For consumer product companies and retailers, the urge to understand the expectations of the customer is more than ever. To this end, IBM and Facebook have joined forces to deliver the right solutions for brands and retailers with their sophisticated analytics and marketing tools. Facebook meanwhile has also become the first company to join IBM Commerce THINKLab, an initiative from IBM to develop new technologies for personalized customer experiences.

The journey
Facebook’s Custom Audiences allows advertisers to target their ads to a particular audience with whom they have already established a relationship on/off Facebook. Through this new deal, IBM’s marketing cloud clients can leverage Facebook’s Custom Audiences alongside the analytics capabilities of IBM to deliver engaging customer experiences across apps, devices, and time. IBM’s Journey Designer tool enables brands to create personalized customer experiences across all channels and get a clear picture of the customer response.

IBM THINKLab
IBM researchers, Facebook experts, domain experts, designers and other partners will work with brands to accelerate new technology developments targeting personalized customer experiences. With deep analytics along with audience insights through Facebook and IBM marketing cloud, brands will be better positioned to target their audience in an effective manner. 

Beyond Facebook, brands can replicate proven campaigns to other brand channels such as stores, website and mobile apps to stay connected with the customer.

“Brands understand the increasing need to provide customers with powerful and personalized experiences to nurture loyalty,” said Deepak Advani, General Manager, IBM Commerce. “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.”