Digital marketing and web analytics

IBM provides deep insights into online and offline behavior and connects your analysis directly to action

If you are like most marketers, you are racing to harness the unprecedented explosion of technology, transparency, channels, and social interactions that your customers are adopting and are struggling to evolve your tools and business

practices in order to take advantage of these changes. You are also increasingly being asked to justify the impact of your investments.

To achieve your desired returns, you need insights into the interests and preferences of each individual customer, and the tools to automate the delivery of relevant and timely messages across multiple channels.

The IBM® Enterprise Marketing Management products and services can help you address these challenges. IBM helps digital marketing and web analytics professionals achieve the following objectives:

• Ensure your digital presence meets the needs of your customers with web analytics by understanding how visitors are interacting with your brand’s digital presence and identifying opportunities to continuously optimize their online experience
• Effectively allocate interactive marketing spend by understanding the relative performance of each online channel and how changes to the marketing mix affect conversions and outcomes
• Uncover opportunities for growth and areas for improvement with competitive intelligence about the performance of your peers and competitors
• Improve marketing efficiency by automating personalized marketing programs and content across email, display advertising, search, mobile devices and social media
• Maximize the lifetime value of each customer by identifying and automating up sell, cross sell and retargeting programs
• Discover market segments, predict offer response, identify cross-sell opportunities, and predict lifetime value with predictive analytics designed for marketing professionals.
• Monitor transactions with event detection and identify opportunities for customer outreach.
• Determine campaign results with response attribution and build future interactions based on each individual’s response history.

With IBM Enterprise Marketing Management software, you can deepen your understanding of online and offline customer behavior, create more effective segments, more effectively personalize offers, and link your analyses directly to action.

Digital marketing and web analytics Resources

Video: IBM Digital Marketing Optimization Suite (00:03:15)

Data Sheet: Digital Marketing Optimization Suite (PDF, 355KB)