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IBM Unveils Data Integration Tool

IBM Unveils Data Integration Tool Source: YouTube

IBM has launched the IBM Universal Behavior Exchange (UBX), a new tool that positions marketers to connect data across marketing and sales solutions to help engage prospects with personalized messaging.

As part of the IBM Marketing Cloud, UBX is designed to make it easier for marketers to gain a holistic view of key prospects — allowing for content and other forms of engagement to be offered with more relevancy and context.

The ecosystem includes a variety of tech partners including MediaMath, Spredfast, MutualMind, SugarCRM and Exchange Solutions.

Other features include:

  • Click-to-connect integration that aims to make it easier for marketers to access and leverage customer data across all of their solutions;
  • A pre-integrated partner network designed to enable quick and seamless integration with a wide range customer behavior, event and audience data across paid, owned and earned channels; and
  • The ability to transform customer behaviors into personalized interactions with the goal of delivering a consistent experience across all channels.

"The challenge marketers face today is the ability to deliver at scale customer experiences that are timely and relevant,” said Deepak Advani, general manager for IBM Commerce. "[Data Exchange] is addressing this by removing a key pain point for marketers around data integration to free them up to deliver the more innovative and meaningful experiences that consumers demand.”