IBM launches Digital Marketing Network, aims to improve CMO performance

IBM has launched the Digital Marketing Network, a piece of software in the cloud which aims to improve CMO performance and give them real-time access to company data.

With a recent survey from the tech giant indicating that $83bn of sales globally slips through each year because of poor customer experience, this new offering, part of IBM’s Smarter Commerce initiative, will help to shore up some of these gaps.

Among the services offered include syndicated real-time analytics to the likes of Google Display Network and Doubleclick Search, as well as a fully customised service across mobile and e-commerce, allowing users to measure the effectiveness of campaigns within a few clicks.

“We continuously look for opportunities to enhance the digital marketing experience for our customers,” said Craig Hayman, IBM industry solutions general manager, adding that the product enables clients “to improve results, and personalise the digital customer experience in real-time”.

IBM’s cloud strategy has certainly come to the fore in recent months, so it’s not a surprise to see this latest product in the cloud. The manufacturer utilises what it calls a “gold tag” approach to the network, which enables data to travel real-time across the cloud via tags.

There have been prolonged battles between IBM and Amazon Web Services (AWS) in a bit to establish federal cloud supremacy.

After the CIA had originally given its $600m cloud contract to AWS, the Government Accountability Office (GAO) released a report recommending the verdict be reopened, which the CIA did.

Legal wrangling and official documentation aside, Big Blue will hope that the Digital Marketing Network will bolster its now burgeoning relationship with industry partners, in areas such as advertising, data management and gamification.

Regardless, the advertising landscape is changing rapidly. Back in June, Adform’s latest advertising report noted that real time bidding (RTB) was at an all time high, with March alone reporting a 66% increase in RTB spend from advertisers.

But what do you make of this latest product launch?

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