IMB and Facebook have agreed a new data partnership in an effort to deliver more personalised marketing campaigns.
As part of the agreement, brands using IBMs marketing cloud service will have access to Facebooks Custom Audiences segmentation tools, including location and preference indications, to help create meaningful experiences for consumers.
IMB claims that, by combining Facebooks ad tech services with its own Journey Analytics product, advertisers will be able to accurately determine customer groups within Facebooks 1.44 billion user base.
Facebook has also become the first company to join IMBs new research programme THINKLab, in which the tech firms will work with brands to accelerate the development of marketing personalisation techniques.
Brands understand the increasing need to provide customers with powerful and personalised experiences to nurture loyalty, said Deepak Advani, general manager at IBM Commerce.
Through this collaboration, consumer product companies and retailers will be able to quickly and easily gain deeper insight into what their customers expect and provide them with compelling experiences that bridge the physical and virtual divide.
Blake Chandlee, VP of partnerships for Facebook, added: Our partnership with IBM will help top brands achieve personalisation at scale by using IBMs marketing cloud to find and engage their target audiences on Facebook, as well as solve their vexing challenges by consulting with IBM Commerce THINKLab.
