IBM launched a platform for marketers to connect disparate data and mapping behaviors and preferences.
Part of IBM Marketing Cloud, the Universal Behavior Exchange will said IBM give insights generated from the open data exchange to drive more effective campaigns on Facebook and across the Web.
The data exchange capability delivers a contextual view of customer buying behaviors across all channels, devices and interactions.
It is supported by an open ecosystem of social, mobile, CRM and paid advertising solution providers.
IBM Commerce general manager Deepak Advani said: "The challenge marketers face today is the ability to deliver at scale customer experiences that are timely and relevant. Today’s launch is addressing this by removing a key pain point for marketers around data integration to free them up to deliver the more innovative and meaningful experiences that consumers demand."
