IBM and Facebook Team Up to Deliver Personalized Brand Experiences through People-Based Marketing

Facebook Joins IBM Commerce THINKLab to Accelerate Collaborative Innovation for Clients

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"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. We will also be working closely with IBM Commerce THINKLab to help deliver people-based marketing that’s optimized to achieve each brand’s business goals."

Blake Chandlee, VP of Partnerships for Facebook


Starting today, IBM’s marketing cloud clients can now utilize Facebook’s powerful ad capabilities such as Custom Audiences, along with IBM’s deep analytics and design features, to create meaningful experiences for their customers across applications, devices and time. Using IBM’s new Journey Designer, brands can create personalized customer experiences across all engagement touch points and then use Journey Analytics to gain an understanding, at an aggregate level, of how customers responded.

By combining Facebook’s ad technologies with IBM's Journey Analytics, brands can more accurately determine which groups of customers are among the 1.44 billion people active on Facebook and establish correlations in aggregate between their interests and interactions across multiple channels. These insights can then be brought to life through IBM's Journey Designer solution, guiding brands to deliver more compelling messages on Facebook and other mediums.


Closing the Customer Experience Gap

There is an alarming gap between the experiences brands believe they deliver and what customers actually experience. This new collaboration between IBM and Facebook is one more way IBM is helping clients close that gap to positively impact acquisition, revenue and loyalty.1

Most organizations believe they have a strong view of their customers

  • 81% of consumer brands say they have a working holistic view of their customers

Most consumers don’t feel understood by brands

  • 37% of consumers believe their favorite retailer understands them
  • 22% of consumers believe the average retailer understands them

Experience is the number one reason customers switch brands

  • 30% who switched left because their previous provider failed them
  • 59% who switched said a new provider offered something better

1 IBM and Econsultancy Research, 2015

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"Brands understand the increasing need to provide customers with powerful and personalized experiences to nurture loyalty. Through this collaboration, consumer product companies and retailers will be able to quickly and easily gain deeper insight into what their customers expect and in turn provide them with compelling experiences that bridge the physical and virtual divide."

Deepak Advani, General Manager, IBM Commerce

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