IBM (NYSE: IBM) launched the IBM Digital Marketing Network in the cloud on Thursday.
The objective is to help chief marketing officers (CMOs) and their teams integrate new marketing services to measure and improve their effectiveness in real-time.
Part of IBM’s Smarter Commerce initiative, the IBM Digital Marketing Network can syndicate real-time analytics to any marketing service such as Google Display Network, Doubleclick Search and Badgeville, to help marketers create a more consistent and compelling customer experience based on individual buyer behaviors, says the company.
Creating a relevant experience is critical; the IBM 2013 State of Marketing Survey cites $83 billion in sales is lost each year due to poor, inconsistent customer experiences.
This new network helps marketers improve customer engagement and responses. Clients can now monitor real-time activity throughout the network in customized dashboards for e-commerce and mobile, giving digital marketers the ability to view how their campaigns are performing across paid, earned and owned channels.
IBM believes this is particularly critical at a time when companies are driving double-digit growth in online ad sales for the past three consecutive years, topping $36.6 billion last year (Interactive Advertising Bureau’s Internet Advertising Revenue Report, 2012.)