IBM is looking to help marketers gain insight from the treasure trove of data strewn across social networks with its release, on Thursday, of two cloud-based applications.
IBM Coremetrics Social is designed to aid companies in their analysis of the business impact of their social marketing initiatives. The software uses information that is publicly available on sites such as Facebook and Twitter to enable companies to determine the effectiveness of their marketing campaigns based on social media buzz, retweets, and other online chatter.
Also released on Thursday, IBM Unica Pivotal Veracity Email Optimization Suite analyzes email links that are shared across social media platforms, giving marketers the ability to leverage opportunities across multiple communications channels, according to IBM.
“IBM’s approach to social media analytics is based on the understanding that people interact with an organization’s brand in a number of ways — including email, social networking sites, and company websites — and the true measure of business impact demands a fully integrated view of the interaction with these resources,” said John Squire, chief strategy officer, IBM Coremetrics, in a statement. “The new social media analytics software unveiled [on Thursday] will help marketers develop more targeted, highly measurable, and effective social media marketing campaigns.”
Like its competitors, IBM is looking to dominate this emerging field, and recently formed a consulting practice to focus on “Smarter Commerce,” designed to help clients address today’s digital marketplace — which IBM estimates to be a $70-billion opportunity. The new practice offers cloud analytics software that lets businesses monitor their brand’s social media presence in real-time, and adapt marketing campaigns or create promotions based on consumers’ responses, IBM said.