“It’s no longer business-to-business or business-to-customer ; we are moving to a consumer-to-business world,” said Deepak Advani, General Manager, IBM Commerce at the IBM Amplify 2015 event held in San Diego.

The event showcased IBM Commerce — the company’s analytics-driven cloud-based solution that helps clients understand customer behaviour and use insights to deliver personalised experiences.

According to a study by IBM/eConsultancy, four out of five consumers believe that brands fail to understand them as individuals. “For marketers to succeed in today’s buyer-driven world, they must think on the customer’s terms,” said Advani.

The proliferation of devices, channels and markets around the world makes the delivery of personalised experiences to the customer a challenge and opportunity at the same time.

At event, IBM announced new design and analytics capabilities as part of the IBM Marketing Cloud to address these issues. The new capabilities include IBM Journey Designer – which helps multiple teams have a single view of a customer’s journey and plan campaigns based on the insights gained, and IBM Journey Analytics – which allows marketers visualise and quantify customer journeys through multiple channels, and deliver experiences with greater precision.

Also, IBM Customer Experience Analytics combines the company’s Journey Analytics, Digital Analytics and customer behaviour analytics capabilities to help marketers have a complete view of how their brands engage with customers. Besides, IBM Commerce Insights helps marketers pinpoint the causes of under-performing products and respond quickly to the competition or changing market conditions.

Advani said that IBM Commerce had a big focus on analytics, given its likely pervasiveness in business.

(The writer is in San Diego at the invitation of IBM)

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