IBM introduces new tools to help marketers better understand customer channels

No photo availableCIO Africa authorByStaff Writer
3 min read

As the businesses move to the C2B world, it is clear that the customer is the centre of any business…

Chief Marketing Officers are currently among the most important people
Chief Marketing Officers are currently among the most important people in many organisations. In fact it is said that technology being used by CMOs will grow up to 10 folds over a decade or so. But with the proliferation of data and technology becoming more dynamic it is becoming quit hard for marketers to understand what their customers want, when they want it and how they want it.

As the businesses move to the C2B world, it is clear that the customer is the centre of any business to succeed. Gone are the eras when brands could relay solely on campaigns and lowering prices, now its all about interacting with the customers and getting all sorts of data from your customer from behavioral data, analytical data, descriptive data, interactive data and attitudial data, once you get this, analytics is needed to break this data down and make real time decisions for their customers.

It is in relation to this that IBM has introduced two tools for marketers today to aid brands address the rising complexity marketers face engaging with customers as individuals as well as enable marketers collaborate, design and deliver personalized customer experience.

Dubbed as IBM Journey Annalytics and IBM Journey Designer, the tools were launched during the IBM Amplify 2015, in San Diego, California.

Today, a customer will walk into a store to look for an item, check comparable prizes via mobile phone and get feedback of the same from family and friends on social media and ultimately make purchase of the same item via his or her ipad with the journey tools from IBM Marketers will be able visualize and quantify actual customer journeys and deliver relevant experiences.

“IBM is providing innovations such as Journey analytics to allow marketers gain insights into customers at depths they could never have imagined. Teams can turn these insights into campaigns to deliver powerful experiences that engage customers in-context and ultimately build advocacy,” said Deepak Advani, General Manager, IBM Commerce.

The IBM Journey Designer is a virtual whiteboard where practitioners on multiple teams within an organisation can collaborate with single view of customers journey to make more informed decisions.
The design point of this capability is as simple as drag and drop where they can now effectively plan, design, create and execute multichannel campaigns based on insights learned over time to deliver more meaningful and relevant experiences to engage with the customer.

On the other hand, IBM Journey analytics will help marketers address the vast amounts of data generated on each customer every second. In the growing, omni-channel phenomena, IBM Journey analytics will allow customers visualize and quantify actual customer journeys to help deliver more relevant experiences with greater precision to build brand loyalty.

Other new tools introduced were IBM Customer Experience Analytics that unifies IBMs journey analytics , Digital analytics and customer behavior analytics capabilities to help marketers get a complete view on how brands engage with customers and the IBM Commerce Insights that brings marketers, merchandisers and product managers together to help them pin point the causes of under-performing products and categories on an e-commerce to respond quickly to a competitor or changing market conditions.

It also offers predictive analytics to understand customers beyond simple purchase patterns by having deeper insights into their online buying patterns and providing their real time reaction to different marketing and merchandising tactics.

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