Facebook and IBM Join Forces for Delivery of Personalised Brand Experiences

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The tech giants have partnered up so clients can utilise capacities from both brands to create meaningful experiences.

Facebook Inc (NASDAQ:FB) and IBM Corp (NYSE:IBM) have announced a collaboration with the aim of providing the world's leading brands with tailored marketing capabilities that "reach the right people at the right time with the right message".

Under the team up, clients from IBM's marketing cloud can utilise Facebook capabilities, such as Custom Audiences, to create more meaningful experiences for customers across applications and devices.

With IBM's new Journey Designer brands can create personalised customer experiences across all engagement touch points and then use Journey Analytics to gain an understanding, at an aggregate level, of how customers responded.

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Deepak Advani, General Manager, IBM Commerce, said that brands understand the increasing need to provide customers with powerful and personalised experiences to nurture loyalty.

He continued: "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."

By combining Facebook's ad technologies with IBM's Journey Analytics, brands should be able to more accurately determine which groups of customers are among the 1.44 billion people active on Facebook and establish correlations in aggregate between their interests and interactions across multiple channels.

These insights can then be brought to life through IBM's Journey Designer solution, guiding brands to deliver more compelling messages on Facebook and other mediums.

In addition to the partnership, IBM announced that Facebook will be the first company to join the new IBM Commerce THINKLab, a research and collaboration environment in which companies will work directly with brands to accelerate development of new technologies designed to personalise customer experiences.

Blake Chandlee, VP of Partnerships for Facebook, said: "Our partnership with IBM will help top brands achieve personalization 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."

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