IBM Adds Cognitive Power to Watson Marketing Insights

IBM has added new cognitive capabilities to its Watson Marketing Insights solution, which helps marketers understand and anticipate customer behavior.

The solution includes audience insights - a cognitive feature that reveals key predictors in customer data based on interactions with the brand across digital channels and in-store, as well as customer attributes. This data is continuously updated, revealing new audience profiles and customer segments as the importance of their behavior predictors changes. According to IBM, this enables marketers to understand a customer's potential response to a new campaign, based on previous behavior; with insights delivered to the marketer via a visual dashboard, that includes details of the context and reasoning behind the findings.

IBM says the system cuts out the need for a data scientist's analysis, presenting findings automatically. In addition, teams no longer need to settle for static segments that don't consider variables such as how customers have interacted with the brand over time.

Maria Winans (pictured), Chief Marketing Officer, IBM Watson Customer Engagement, comments: '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'.

Web site: www.ibm.com .