The first wave of cognitive business comes, IBM Marketing cloud landed in China

650) this.width=650; "src=" Http://s5.51cto.com/wyfs02/M01/7D/A3/wKioL1bsDDfg0GDhAAJ9x-uFuAQ530.jpg "title=" Christopher Wong 1.jpg "alt=" Wkiol1bsddfg0gdhaaj9x-ufuaq530.jpg "/>, Vice President, Marketing solutions, IBM Cognitive Business Division

(Christopher Wong, VP Marketing Solutions, IBM Cognitive Business Division)

At IBM Forum 2016, held in Beijing on March 1, 2016, IBM announced the company's 105-year history of the third brand "cognitive business" landed in China. At the end of February, IBM CEO Ginni Rometty called a "decision support" market based on "cognitive computing" to create a $2 trillion scale in 2025.

Is there a chance for ordinary businesses to recognize business and cognitive computing in the early adopters? IBM announced on March 15 that IBM Marketing cloud, based on cognitive computing, landed in China. Christopher Wong, vice president of marketing solutions at IBM Cognitive Business Division, told reporters that marketing and advertising technologies have exploded in the past two years, and that corporate marketing teams urgently need decision support based on cognitive computing.

Marketing technology Big Bang

Scott Brinker, an American marketing technology expert, released a panorama of U.S. marketing and advertising technology vendors in January 2014 and January 2015 respectively. In the United States, 1876 marketing and advertising technology providers and start-ups emerged throughout 2014, twice times 2013 years, with startups like HubSpot and Marketo valued at 1 billion.

These 1876 marketing and advertising technology vendors ' products and solutions are distributed in big data analytics and data management, marketing cloud services, CRM, ecommerce, marketing automation, video marketing and advertising, mobile marketing and advertising, e-mail marketing, web marketing, digital content management, sales automation, testing and optimization, customer experience , channel management, such as 43 large categories.

The latest statistics for 2015 have not been released, but Scott expects a further increase in the number of marketing and advertising technology providers in 2015. All this illustrates a huge trend: in a hyper-connected, real-time online, user-controlled digital world, marketing is moving from a subordinate position of corporate communication to the core of creating and managing the customer experience, and the customer experience is becoming the core competency of the enterprise.

In the past two years, the marketing Cloud (Marketing Cloud) has risen rapidly in the United States, largely because of the Big Bang on marketing and advertising technology. Some of the most popular marketing cloud providers in the United States, including IBM, Salesforce, Adobe, Oracle, and more. Among them, IBM Marketing cloud is mainly based on the acquisition of 2014 Digital marketing technology company Silverpop, and in the past two years has increased a lot of technical innovation.

Marketing Cloud is a huge connector

The most important function of marketing cloud is to connect user data with external marketing advertising technology platform, in other words, marketing cloud is a huge connector.

Christopher says the biggest advantage of IBM's marketing cloud is a data interaction engine called Universal Behavior Exchange (UBX). Other marketing cloud needs to extract the data from different sources into a database in order to carry out the corresponding analysis and processing. And the IBM Marketing cloud through a real-time database called "Universal Behavior (Unified user behavior Data)", the user ID and real-time user behavior Unified, and then through the UBX and external marketing channels, internal marketing channels, user database and real-time data analysis, such as "one-click Connection", Achieve unified user experience management across channels.

The advantage of UBX is that it is not necessary to extract data from different data sources into a database for processing, but to analyze and process the flow of user data in real time and distribute the results to different marketing channels. "Universal Behavior" was launched by Silverpop in May 2013, but UBX was launched by IBM in October 2015, and IBM has been developing and upgrading "Universal Behavior" for the past two years. This includes a huge investment in the Apache Spark Project for the open source real-time database, the spark plus IBM streams Stream Analytics, which is the foundation of a real-time streaming data analytics platform.

As an open platform, UBX is currently able to connect more than 30 external third-party platforms, and the latest addition is an important part of IBM's marketing cloud landing in China.

Cognitive computing becomes a new trend in marketing

Among the 20,160 major marketing trends released by Silverpop, cognitive computing is changing the way brands interact with users. Based on cognitive computing, the brand can understand the user behavior, personality characteristics and perception of user sentiment, in the process of progressive exploration of user intentions, and constantly optimize and adjust the personalized brand information and personalized marketing program for individual users.

Christopher believes that today's marketing organizations spend 70% of their time planning, executing, and managing marketing projects, and only 30% of the time is used to understand user needs, design interactive experiences, and optimize content and channels. The goal of the IBM Marketing Cloud is to change this ratio so that the marketing organization spends 70% of its time understanding, designing, and optimizing the user experience, spending 30% of its time planning, executing, and managing the marketing project, which requires a cognitive computing-assisted decision.

On the one hand, cognitive computing can be used to analyze and understand users, from social data, CRM data, Web site interaction data, such as rapid cross-analysis of user behavior, personality and brand sentiment; On the other hand, based on the understanding of users, IBM Marketing Cloud provides a rule advisor based on cognitive computing The ability to automate the recommendation of personalized marketing rules to marketers, and quickly advise marketers on when to make the best decisions on what marketing methods and content.

In fact, in the diversification of marketing today, users through advertising, physical stores, official websites, mail and other channels and brands to interact with the brand, based on cognitive computing, IBM Marketing Cloud can open up these channels as well as organizational silos within the enterprise, to create a consistent omni-channel marketing experience for users.

IBM Marketing Cloud also includes IBM marketing process analysis Tools (IBM Journey Analytics), IBM User Behavioral Analytics (IBM Customer Experience Analytics), IBM Business Insight Tools (IBM Commerce Insights), to provide marketing personnel with planning, implementation and review of the whole process of marketing tools. The IBM Marketing Design tool (IBM Journey Designer) allows marketing teams to share "user portraits", synchronize understanding of the user's buying process, and especially help team collaboration.

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The first wave of cognitive business comes, IBM Marketing cloud landed in China