By Emeka Aginam
SAN Diego, California — The General Manager of International Business Machines, IBM, Commerce, Mr. Deepak Advani, has said that the IT firm has invested about $24 billion (about N4.8 trillion) in analytic technologies over the past five years.
Advani spoke at a news conference Tuesday in San Diego, USA during the just concluded IBM Amplify 2015 conference with the theme, ‘’The Future of Customer Engagement Now,’’ adding that such huge investment was part of the company’s commitment to make the world a smarter planet.
At the forum that attracted no fewer than 3,000 participants including partners, customers, media, analysts and influencers, he said that 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.
The conference among other things afforded industry leaders in the marketing, merchandising, commerce and customer analytics space the opportunity to discuss how businesses could deliver the kind of engagement customers expected from brands.
Meanwhile, in an effort to simplify the ways to engage with customers, IBM at the conference said that new design and analytic capabilities were part of the IBM Marketing Cloud that would amplify the way marketers engage with customers and to address their rising complexities as individuals.
These new capabilities would enable marketers to collaborate, design and deliver personalized customer experiences.
IBM Journey analytics, according to him, allows marketers to visualize and quantify actual customer journeys to help deliver more relevant experiences with greater precision to build brand loyalty.
Also, predictive analytics, he explained could take you from guesswork to prediction by showing you where you are now, and where you can go next.
“Marketers are the gatekeepers to the customer and have the opportunity to understand each individual and guide them on the path through a mix of campaigns designed to nurture brand loyalists.
“To succeed, however, marketers must embrace technologies that offer them the opportunity to build two way engagements with each customer and deliver a meaningful and relevant experience,” Advani said, adding that , “IBM is providing innovations such as journey analytics to allow marketers to gain insights into customers at depths they could never have imagined just a few years ago.
“Teams can then turn these insights into campaigns to deliver powerful experiences that engage customers in-context and ultimately build brand advocacy.”
Sharing customer experience, Tom Blaisdell, Search Marketing Manager, Hanesbrands Inc said that, “As a manufacturer of intimate apparel basics, it is critical to differentiate ourselves in order to win brand loyalty with consumers.
“ Customers interact with us in many ways — across different sites and devices— and to ensure the most relevant experience, we want to be able to connect those dots.
“Understanding customer journeys is key to our marketing strategy, and the work IBM is doing in this space is going to help us further efforts to create an emotional connection between our brand and customers.”