IBM and Facebook cooperate to help retailers making campaigns more personal and offering new integrations between the two platforms. The aim of the two companies is to integrate Facebook’s ad targeting technology into IBM’s services for marketers.
Such retail data as purchase history or items viewed are going to be combined with Facebook’s user data in order to make possible to launch more precisely personalized marketing campaigns on behalf of their clients.
“This isn’t about running personalized email campaigns. It’s about having a conversation that is both personalized and in context,” said Deepak Advani, General Manager, IBM Commerce.
According to IBM, users can purchase Facebook ads with merged data from IBM’s Marketing Cloud, which contains previous purchase, weather, location history, and Facebook.
Actually, there’s already a sizable ecosystem of companies tapping into Facebook’s ad capabilities, reports TechCrunch. Still, Jay Henderson, director for IBM Commerce, notes that Facebook is the first company to join IBM’s THINKLab.
Through this research initiative, IBM and Facebook team members are able to collaborate with advertisers to start campaigns focused on personalized user experiences. “No other company is doing this with Facebook today,” claims Henderson.
“What really sets this apart is our marketing cloud and customer analytics capabilities. Over the past few years IBM has invested $24 billion in analytics. This investment now includes our latest innovation, Journey Analytics. Now our clients, including some of the world’s largest banks, retailers, and insurance companies, can apply these analytics to the reach of Facebook. This improved precision will drive more relevant advertisements to consumers on Facebook that ultimately create improved customer experience,” he adds.
“Our partnership with IBM will help top brands achieve personalization at scale by using IBM’s marketing cloud to find and engage their target audiences on Facebook, as well as solve their vexing challenges by consulting with IBM Commerce THINKLab,” says Blake Chandlee, VP of Partnerships for Facebook.
Moreover, IBM states that a retailer is able to identify Facebook users interested in long-distance running. Then, it’s possible to deliver targeted deals based on the type of gear they’re interested in. That fact can easily illustrate how the companies’ capabilities can be put together.
“Brands understand the increasing need to provide customers with powerful and personalized experiences to nurture loyalty”, says Deepak Advani. “Through this collaboration, consumer product companies and retailers will be able to quickly and easily gain deeper insight into what their customers expect and provide them with compelling experiences that bridge the physical and virtual divide”.
In addition to that, in January, IBM issued a paper on the Autonomous Decentralized Peer-to-Peer Telemetry (ADEPT), a new decentralized Internet of Things system using the blockchain technology.
It’s worth mentioning that Facebook Inc. has also recently launched new software development kits (SDKs) for IoT via Parse, the application platform and mobile infrastructure company owned by Facebook, to let developers incorporate data from Internet-connected devices. The news was officially announced during the Facebook’s developer-oriented F8 conference in San Francisco on March 26, 2015.