IBM and Facebook have inked a deal that will see IBM marketing cloud customers gain access to Facebook advertising data and capabilities.
The deal will see IBM offer access to Facebook data as part of its marketing cloud analytics services and combine IBM’s marketing cloud data with anonymised user data from Facebook’s 1.44 billion users in a bid to enable IBM clients to gain a more accurate profile of their potential customers.
“Our partnership with IBM will help top brands achieve personalisation 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, ” said Blake Chandlee, vice president of partnerships for Facebook. “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.”
The two companies also announced that Facebook will be the first company to join the recently announced IBM Commerce THINKLab, a research and collaboration environment where companies can work directly with brands to customise the user experience of their services.
Neither company has commented on the financial terms of the deal, but the move could give both companies a serious boost in their respective strategic initiatives – Facebook’s bid to monetise its data, and IBM’s to offer marketers among others compelling reasons to use its cloud services over Oracle’s or other competitors combining analytics and access to social media-born data.
“Brands understand the increasing need to provide customers with powerful and personalized experiences to nurture loyalty,” said Deepak Advani, general manager, IBM Commerce. “Through this collaboration, consumer product companies and retailers will be able to quickly and easily gain deeper insight into what their customers expect and provide them with compelling experiences that bridge the physical and virtual divide.”