IPG Mediabrands and IBM place AI in the hands of marketers

IPG Mediabrands’ consulting arm Inventure has collaborated with IBM to offer customised solutions to help clients extract maximum consumer intelligence.

The solutions offered include IBM Predictive Customer Intelligence and IBM Watson Customer Insights, and application extends from effective media buying capabilities to hyper personalisation of products and services to suit the needs of every single customer.

IBM Predictive Customer Intelligence helps an organisation personalise the customer interaction by applying the most relevant recommendations to each individual customer. These recommendations are generated from advanced algorithms that examine and reveal hidden patterns and associations within various types of data, such as buying behaviour, web activity, and social media presence.

The solution offers a number of benefits to the customer, including wide reaching customer insight, meaningful customer segmentation, understanding individual preferences via dynamic segmentation, multi-channel optimisation and impeccable customer experience. All this enables the organisation to provide the customer with the right interaction, at the right time, wherever and whenever needed.

With IBM Watson Customer Insights, marketers will be able to harness data across the entire customer journey, forming a complete view of their customers. Relevant insights and recommendations can be uncovered which will get smarter with each interaction, enabling the customer to drive required results. Organisations are able to identify target audiences and generate critical customer insights to prioritise action.

“We understand that a customer’s journey has several touch points, and our clients would like to make this journey seamless,” said John Mullins, director, Watson Customer Engagement, IBM Asia Pacific. “By putting the power of AI into the hands of marketers, IBM Watson Customer Engagement gives marketers the insights and tools they need to strengthen customer engagement and drive growth. In the Malaysian market we are excited to bring these capabilities in partnership with IPG Mediabrands to help our clients drive growth.”

The solutions on offer ensure that consumer and clients’ interests are taken into consideration, especially around the subject of privacy and data. IBM’s options of on-premise or cloud-based applications, allow clients to own the data and have complete access to the models.

Sujith Rao (pictured left) , vice president of Inventure said, “While clients like to offer highly customised products, the usual concerns they have revolve around privacy issues, alongside concerns of sharing their data with agencies. These concerns are valid, and at no point would we want to breach the privacy of the consumer. This collaboration certainly closes the loop on that concern.”

Inventure highlights that MarTech soutions are not just for big players in the market, but can be applicable to SME clients as well.

Rao said, “The system is not restricted to certain formats of data, and our team has successfully worked with unstructured data and customised communications based on it, which have proved highly beneficial.”

CEO of IPG Mediabrands, Bala Pomaleh (pictured right) said, “As a communications agency, we’re constantly evaluating solutions that allow us to meet the clients’ needs of the hour. With easy access to MarTech solutions we’re able to bridge these requirements without reinventing the wheel.”

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