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.