IBM launches customer data exchange for marketing cloud

IBM partners with several vendors, including MediaMath, Vibes, RocketFuel and CRM, on the new Universal Behaviour Exchange to help marketers manage and utilise customer data insights

IBM has launched a new data exchange within its Marketing Cloud offering, aiming to help marketers better connect data across their environments and engage customers in the right moment.

The cloud-based Universal Behaviour Exchange (UBX) enables users to connect and share customer data between multiple technology solutions, and is designed to fuel more personalised marketing campaigns digitally.

It is being enabled by a raft of third-party vendor partnerships across the social, mobile, CRM and paid advertising space, including MediaMath, RocketFuel, Spredfast, MutualMind, SugarCRM, Vibes and Exchange Solutions.

According to IBM, marketers are more than 30 different systems to deliver campaigns, making it challenging to pool data and then execute tailored customer experiences at scale.

Director of digital media for Georgia Aquarium, Rosie Judd, saw the UBX as a way of addressing the issue of collecting and analysing customer data at scale.

“On a daily basis, our marketing systems process countless customer data points, including visitor preferences on exhibits and special events,” she said. “This is ultimately helping small marketing teams such as Georgia Aquarium’s, be more efficient and stay focused on customer-centric campaigns that deliver memorable experiences.”

MediaMath said integration between its TerminalOne ad tech platform, and IBM’s marketing automation, engagement and digital analytics stack, will allow marketers to increase conversions with offers tailored to individual consumers, whether online or in store.

“We see the opportunity in connecting advertiser data to other channels to create more timely and relevant interactions,” said MediaMath’s president of commercial, Mike Lamb. “UBX represents a major step towards true customer-centric marketing and we are thrilled that IBM shares our vision.”

Mobile marketing and mobile wallet solutions vendor, Vibes, said joining IBM’s UBX allowed marketers to gain greater visibility into key data for mobile marketing campaigns.

Key capabilities thanks to the partnership include connecting website and ecommerce behavioural data with all mobile marketing touchpoints, leveraging email insights from IBM’s marketing cloud to better communicate with customers via mobile as well as provide more targeted mobile wallet offers, and better management of push notifications based on customer data.

For example, if a customer abandons their online shopping cart, an alert is automatically sent to UBX, where Vibes is ‘listening’ to these events, the vendor said. If the customer is a member of the retailer’s SMS text database, Vibes can be used to send a tailored text message encouraging them to complete a transaction, as well as provide a unique mobile coupon.

“With UBX, marketers can drive revenue using innovative mobile marketing channels while also connecting mobile to all other digital marketing events,” said Vibes CEO, Jack Philbin. “UBX is cracking the code on big data applied to the marketing cloud, and we’re thrilled to be a part of this emerging ecosystem.”

The partnership between IBM and RocketFuel, meanwhile, will allow IBM customers to use RocketFuel’s DMP and DSP capabilities to leverage first-party data through paid media channels, as well as target anonymised users within the digital advertising ecosystem.

According to RocketFuel, the combination creates a “virtuous loop” in which marketers’ first-party IBM data can be tapped for digital ad campaigns, then used to update customer insights within the marketing cloud.

“The challenge marketers face today is the ability to deliver at scale customer experiences that are timely and relevant,” said IBM Commerce general manager, Deepak Advani. “Today’s launch is addressing this by removing a key pain point for marketers around data integration to free them up to deliver the more innovative and meaningful experiences that consumers demand.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Extremely informative. One should definitely go through the blog in order to know different aspects of the Retail Business and retail Tec...

Sheetal Kamble

SAP retail chief: Why more retailers need to harness data differently

Read more

It's actually a nice and helpful piece of info. I am satisfied that you shared this helpful information with us. Please stay us informed ...

FIO Homes

How a brand facelift and content strategy turned real estate software, Rockend, around

Read more

I find this very strange. The Coles store i shop in still has Flouro lights? T though this would have been the 1st thing they would have ...

Brad

Coles launches new sustainability initiative

Read more

Well, the conversion can be increased by just using marketing, but in general if you are considering an example with Magento, then it is ...

Bob

How Remedy is using digital marketing and commerce to drive conversion

Read more

yo nice article

Bob

6 Ways to ramp up Social Media to Your Web Design

Read more

Blog Posts

9 lessons from 7 months of relentless failure

The most innovative organisations embrace failure. Why? Because it is often through failing the most creative out-of-box thinking happens. And with it comes vital learning opportunities that bring new knowledge and experience into teams.

Jacki James

Digital product lead, Starlight Children's Foundation

Why conflict can be good for your brand

Conflict is essentially a clash. When between two people, it’s just about always a clash of views or opinions. And when it comes to this type of conflict, more than the misaligned views themselves, what we typically hate the most is our physiological response.

Kathy Benson

Chief client officer, Ipsos

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

Sign in