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How IBM new capabilities shape customer analytics market

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By Emeka Aginam (who was in San Diego, USA)

Although there were many innovative solutions showcased at different keynote sessions at the just concluded 2015 IBM Amplify conference held in San Diego, California, United States of America, one major creative solution that caught the attention of majority of delegates was the IBM customer analytics solution with new capabilities to provide clients with deep insight into their customer’s experiences. The four key issues discussed at the forum included e-Commerce, customer analytics marketing and merchandising.

Customer analytics

A cross section of participants at the just concluded 2015 IBM Amplify conference held at San Diego, California, USA
A cross section of participants at the just concluded 2015 IBM Amplify conference held at San Diego, California, USA

At the customer analytics session, IBM explained how the solution could help brands acquire the right customers, optimize the customer experience, understand the customer journey, provide delightful service, and minimize fraud.

The session among other things guided marketers, commerce and service teams on best practices and strategies for applying digital analytics, customer experience analytics, predictive analytics and social analytics to better understand customers, accelerate profitability and improve business outcomes.

The forum which attracted no fewer than 3,000 registered attendees including partners, customers, media, analysts, influencers, also afforded industry leaders in the marketing, merchandising, commerce and customer analytics space the opportunity to discuss how businesses can deliver the kind of engagement customers expected from brands.

Meanwhile, leading brands like Face book, Marks and Spencer, Hanes, Citi Consumer Banking, Humana, Homebase, among others shared their experiences on how IBM solutions have helped their businesses.

How analytics is turning eCommerce into a science was the focus of this session. Participants during this session were able to understand new trends in eCommerce that could help boost sales, understand how

Changing merchandising game:

This session among other things showed how IBM Commerce capabilities are addressing the evolving needs and opportunities for retailers, while also integrating existing solutions across what were previously functional silos. IBM merchandising executives also discussed what retail leaders were doing to gain valuable insight into customer behavior and break down technological and organizational silos by leveraging new capabilities such as fulfilment optimization for markdown minimization and shared shopper insights for retailers and their vendor partners.

But after attending many sessions and showcase, by the time the event with the ‘’The Future of Customer Engagement Now’’ was drawing to a close last week Wednesday at the San Diego Convention Centre, there were convincing signals that IBM analytic solutions if deployed by organizations would be a game changer in engaging customers in the digital marketing ecosystem.

One thing was clear. The power to make lasting customer connections is possible with with IBM Commerce. Speaking at the opening general session, Deepak Advani, General Manager, IBM Commerce told the gathering that IBM has invested about $24 billion (about N4.8 trillion) in analytic technologies over the past five years.

According to him, organizations that adopt a full range of analytic capabilities would discover what was happening, determine why it was happening, predict what was likely to happen and prescribe the best action to take, assuring that IBM was focused on cliet success with an open ecosystem

Future is mobile


Also speaking during one-on-one interview on mobile engagement, Joshua Rochlin, Mobile Engagement Business Leader of IBM said that with IBM mobile solutions, brands can locate where their customers are. With many companies using IBM mobile solutions, he said that the app can help brands speak to their customers.

“The app gives customer best experience. A lot of things will get unlocked with IBM location based app. The future is mobile. This is time for organizations to embrace it for digital marketing” he said.

Client’s success stories

Telling their success stories with IBM solutions, the Vice President, Global Partnership, Facebook, Blake Chandlee, while speaking on recent Facebook collaboration with IBM said that the deal will also help top brands achieve personalization at scale by using IBM’s marketing cloud to find and engage their target audiences on Facebook. He informed that IBM and Facebook had teamed up on targeting digital ads, called THINKLab initiative

He explained how Facebook was working with IBM commerce ThinkLab to help deliver people based marketing that is optimized to achieve each brand’s business goals. Also speaking, Jo Kenrick, Director of Marketing, Homebase, testified how his company is using IBM Commerce solutions to provide highly personalized shopping experiences that meet the needs of today’s consumers.

He said that Homebase has integrated in store, online and mobile channels in order to customize every step of the customer journey and inspire a new generation of do-it-yourself. For David Walmsley, Director of Marks and Spencer, using IBM Commerce solutions has been helpful. According to him, Marks and Spencer has been using IBM commerce solutions to transform its web site into a global marketplace where customers can seamlessly shop from any country, device or channel irrespective of their location.

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