IBM's New Behavioral Data Product Personalizes Marketing Solutions

IBM announced a product today called IBM Universal Behavior Exchange (UBX), part of the IBM Marketing Cloud. The UBX aims to help marketers connect data across solutions and deliver personalized experiences based on customers' behaviors and preferences.

In addition, the company named flagship UBX partners in social, mobile, CRM and paid advertising solutions, including MediaMath, Turn, Rocket Fuel and The Trade Desk, Facebook, Mutual Mind, SoHalo, Spredfast and Cake.

The tech innovation came out of a marketer pain point around data integration, stated Deepak Advani, general manager, IBM Commerce. Per a UBX teaser video, the product caters to marketers that use multiple solutions that might slow down a product launch with multiple data integrations.



The company proposed a few benefits: “click-to-connect” integration that makes it easier for marketers to access and leverage customer data across solutions; a pre-integrated partner network which enables integration with a wide range customer behavior, event and audience data across paid, owned and earned channels; and the ability to use customer behaviors to deliver a personalized experience across channels.

This isn’t IBM’s first foray into delivering personalized experiences.

In May, IBM partnered with Facebook, combining the social platform’s ad targeting capabilities with IBM Commerce’s offerings, including IBM’s Journey Designer and Journey Analytics.

Facebook also became the first company to join the IBM Commerce’s THINKLab, a research initiative in which companies work with brands to develop new tech designed to personalize customer experiences. 


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