IBM unveils Cloud-based social analytics tool

IBM unveils Cloud-based social analytics tool

IBM’s ‘Smarter Commerce’ consulting practice has unveiled its first Cloud-based social media analytics tool since being set up in the middle of March.

The practice, which is housed in the vendor’s Global Business Services division, is intended to help customers exploit social media and mobile ecommerce opportunities in an addressable market that IBM expects to be worth $70 billion.

To this end, the supplier is creating services offerings and integrated application bundles based on its WebSphere Commerce platform and software from its Coremetrics, Sterling Commerce and Unica acquisitions.

The first new offering to be released by the Smarter Commerce unit is IBM Coremetrics Social. The Software-as-a-Service-based tool enables customers to analyse publicly-available social media postings in real-time in order to understand the effectiveness and return on investment of their social marketing initiatives.

The aim is to help marketers comprehend the impact of social referrals within their wider marketing programme so that they can make fact-based decisions around where to focus their expenditure. The offering is based on Coremetrics Continuous Optimization Platform, but also includes a suite of marketing optimisation applications that provide cross-channel reporting and benchmarking capabilities.

John Squire, chief strategy office for IBM’s Coremetrics’ business, said: “IBM’s approach to social media analytics is based on the understanding that people interact with an organisation’s brand in a number of ways – including email, social networking sites and company web sites – and the true measure of business impact demands a fully integrated view of the interaction with these resources.”

The second offering to be made available is the IBM Unica Pivotal Veracity Email Optimization Suite. This tool tracks and analyses all social media-based links associated with a customer’s brand or email address, whether they placed them on a given social networking site or not.

The aim is to provide marketers with pertinent information to enhance their web pages in order to boost traffic and to identify potential sales and marketing opportunities.

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