In US, IBM Puts Watson into the Hands of Marketing Professionals

Maria Winans

Maria Winans

ARMONK, N.Y. - 18 Apr 2017: IBM today introduced new cognitive capabilities for IBM Watson Marketing Insights, a cloud-based offering that continuously examines customer behavior and learns how it may impact the success of the business. With these insights marketing teams can take action to launch targeted campaigns designed to turn all customers into brand loyalists who are helping drive business success.  

IBM Watson Marketing includes audience insights, a cognitive feature that reveals key predictors in customer data based on their interactions with the brand across channels including email, digital, social media and in-store, as well as customer attributes. This data is continuously updated, revealing new audience profiles and customer segments as the relative importance of their behavior predictors changes. 

As a result, marketers get a line of sight into a customer's potential response to a new campaign, based on previous behavior. For example, the cognitive capabilities may show that customers who consistently do not open email campaigns are most at risk of defecting than those who return products regularly. These insights are delivered to the marketer via a visual dashboard that includes details of the context and reasoning behind the findings. With this information marketers can proactively target campaigns designed specifically to engage this group with a relevant offer and retain their loyalty.

 “We understand that a customer’s journey has many touch points, and our clients want to make this journey seamless,” said Maria Winans [pictured], Chief Marketing Officer, IBM Watson Customer Engagement. “While every customer is different, they all have one thing in common- they are interacting with brands across multiple channels. With these new cognitive capabilities, we give marketers the audience insights they need to strengthen customer engagement and deliver better performing campaigns.” More...