IBM says the new Universal Behavior Exchange (UBE) in its Marketing Cloud will help businesses to understand their customers better.
The vendor and cloud service provider claims UBE can solve the problem of connect up all the different sources of information available to them. In some companies this means taking data from up to 30 different systems. Cloud service UBE aims to connect and personalise all relevant information and allow marketing staff to devise more effective campaigns on Facebook and across the Web.
UBX is supported by an open ecosystem of certified partners that includes social, mobile, CRM and paid advertising solutions. Vendor partners include MediaMath, Spredfast, MutualMind, SugarCRM and Exchange Solutions.
Features in the cloud based system include a click-to-connect integration that should simplify the getting and using of data marketers. A pre-integrated network of the vendor partner’s technology should give clients a faster access to a wide range of customer behaviour types, with event and audience data available across a range of paid, owned and earned channels. The system ultimately allows users to study the behaviour of customers and create a highly personalised interaction in response, according to IBM.
“IBM is making it simpler to understand how customers prefer to engage,” said MediaMath president Mike Lamb, “Connecting advertiser data to other channels could create more timely and relevant interactions.”
In a related announcement, mobile marketing system vendor Vibes leader has announced a complementary offering. The Vibes mobile marketing platform will now personalise mobile campaigns with IBM Campaign for targeted text messaging and mobile wallet offers. It will also work IBM Marketing Cloud systems to trigger transactional and service-oriented mobile messages, like appointment reminders and service updates.
“UBX is cracking the code on big data applied to the marketing cloud, and we’re thrilled to be a part of this emerging ecosystem,” said Vibes CEO Jack Philbin.
Oracle is buying Maxymiser to boost its marketing capabilities
Oracle has acquired Maxymiser, a provider of cloud-based marketing tools, for an undisclosed sum. The company said the acquisition will bolster its marketing cloud portfolio.
Founded in 2006, Maxymiser has over 400 employees and offers a range of cloud-based marketing tools that help its users improve customer experience and user retention through omnichannel analysis and marketing automation. Some of its higher profile customers include EasyJet, HSBC and French clothing retailer Lacoste.
Its offerings will be integrated into the Orcale Marketing Cloud, which is itself made up of a range of tools formerly acquired by the firm (Eloqua and Responsys for instance), following the acquisition.
“Companies are increasingly seeking innovative ways to differentiate their brands while increasing both ROI and loyalty based on optimized customer experiences,” said Thomas Kurian, president, product development, Oracle. “Together with Maxymiser, Oracle Marketing Cloud enables enterprises to stop guessing and start delivering what customers want across all digital channels and devices.”
Tim Brown, chief executive officer, Maxymiser said: “Our mission is to empower enterprises to use data science to systematically test, discover, and predict what customers want and deliver uniquely tailored experiences. We are excited to join Oracle and bring these capabilities to help extend Oracle Marketing Cloud.”
Over the years many large incumbents like Oracle and SAP as well as newer upstarts like Salesforce have moved quickly to strengthen their position in marketing automation through acquisition. In April this year NetSuite acquired Bronto Software, a provider of cloud-based marketing automation software for omnichannel commerce, in a deal worth about $200m.