Few weeks ago I joined the new business development team to lead the IBM Smarter Commerce initiative for France. Coming from marketing, I knew that IBM was changing in the area of digital and wanted to be part of the game but I was far from getting the full picture. IBM is moving fast, making bold moves in what we call 'Front-Office Transformation'.
The latest announcement is a $100 million investment to support the expansion of our Interactive Experience data and design consulting unit. Along with 12 Labs facilities, IBM also unveiled new data-driven innovations from IBM Interactive Experience that help business leaders gain deeper insights into individuals and “transform the way customers experience their products, services and brands.”
- Intelligent Customer Profiles is an analytics-driven solution that enables consumers to directly manage the personal information companies use to provide them services.
- Influence Analysis is an analytical approach that goes beyond basic social media influencer scoring to identify individuals who influence other consumers related to a specific topic.
- Customer Identity Resolution is a rules-based matching toolkit that helps enterprises build a broader understanding of who their customers are by connecting information across different data sources such as customer relationship management (CRM) records, social media accounts and other profile information.
On top of the $3B acquisitions made since 2010 in the areas of marketing automation, client analytics, mobile apps development, Cloud or e-commerce, IBM is capitalizing on IBM Interactive and IBM Customer Experience Labs to co-construct with clients their digital transformation and customer journey. One great example is the fun video produced by our Wall-Mart team in the US to approach the client. Culture is also shifting at IBM...