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

Blog Posts

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

How do we break out of our marketing echo chambers?

Clients and agencies can get stuck into a particular way of behaving and viewing the world, but there are ways to break out of our marketing echo chamber.

Steve O'Farrell

Managing Partner, The Royals

If you think it can benefit both consumer and seller then it would be great

Simon Bird

Why Ford is counting on the Internet of Things to drive customer engagement

Read more

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

The saying is pretty tongue in cheek. It's not saying that marketers are bad people, nor that they don't take themselves seriously. There...

LYF Solutions

The trouble with Scotty from Marketing - The CMO view - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in