IBM has launched a new cloud-based Web analytics and digital marketing suite designed to help organisations automate online marketing campaigns across all online channels.
The company said that the new offering would provide 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 such as websites, social media networks, and mobile phones.
The release is part of IBM’s Smarter Commerce initiative.
IBM has integrated capabilities from recent acquisitions of Coremetrics and Unica to develop the offering.
The company said that the benefit to the customer is a consistent, relevant brand experience.
The IBM Coremetrics Web Analytics and Digital Marketing Optimisation Suite enables marketers to perform advanced segmentation and automate marketing execution based on multichannel data, including off-line data sources, said IBM.
The suite also delivers real-time product recommendations and provides A/B testing capabilities to search engine marketers, added the company.
IBM Enterprise Marketing Management vice-president and general manager Yuchun Lee said, "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,"
"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."
