BrandArena: IBM and Facebook join forces to offer tailored marketing

Wednesday 6 May 2015

IBM and Facebook join forces to offer tailored marketing

IBM said customers will now be able to buy Facebook ads with combined data from Facebook and IBM’s Marketing Cloud.

It also said those customers can take campaigns that work on Facebook and replicate them elsewhere.

Using IBM’s new Journey Designer, brands will be able to create personalized customer experiences and then use Journey Analytics to gain an understanding of how customers responded.

By combining Facebook’s ad technologies with IBM’s Journey Analytics, brands can more accurately determine which groups of customers are among the 1.44 billion people active on Facebook and establish links between their interests and interactions across multiple channels.

IBM also announced that Facebook will be the first company to join the new IBM Commerce THINKLab, a research and collaboration environment in which companies will work directly with brands to accelerate development of new technologies designed to personalize customer experiences.  IBM researchers, Facebook experts, domain experts, designers and other partners will be available to work side by side with clients to identify specific areas of need and generate new solutions.

“Our partnership with IBM will help top brands achieve personalization 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, ” said Blake Chandlee, VP of Partnerships for Facebook.  “We will also be working closely with IBM Commerce THINKLab to help deliver people-based marketing that’s optimized to achieve each brand’s business goals.”

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