指導者 / 總編輯 張蕙娟 分享者 / 李安奇

加強網路個性化：IBM與Facebook的珠聯璧合

IBM與Facebook合作，希望讓消費者的個性化品牌體驗與個人行銷(people-based marketing)達到新境界。這次的合作可謂數位領域的珠聯璧合。
每位消費者在Facebook的活動記錄與分享資訊都可能代表著不同的潛在需求。
雙方希望能利用分析與設計的能力將這些潛在需求轉變成具個性化的廣告，讓廠商可以更精準的在對的時間與位置投放廣告。

擁有十四億活躍用戶的Facebook，每分鐘產生兩百五十萬則新訊息。Facebook龐大的雲端資料結合IBM的巨量數據分析下，將會產生各式各樣的匿名消費者樣貌。結合Facebook廣告功能(Facebook Custom Audience)與IBM的行銷雲技術，廠商可以及時的投放個性化的廣告訊息。

IBM Commerce的總經理 Deepak Advani在接受Fortune訪問時表示：「這不單單只是在經營個性化的電子郵件行銷活動。這是與客戶的對話，這種對話不僅結合環境背景，也具個性化。」。Facebook的副總裁Blake Chandlee表示：「對我們來說，能提供更好且與消費者關聯性更強的廣告是非常重要的一件事。」
目前已有許多企業客戶在使用Facebook的廣告功能。IBM Commerce的主管，Jay Henderson表示：「Facebook是第一間加入IBM’s THINKLab的公司。
這次合作讓兩個團隊能與廣告人合作，創造更具個性化的消費者體驗。」Henderson也表示：「目前還沒有其他公司與Facebook有這類型的合作。」

Henderson說：「這項計劃的關鍵是我們的行銷雲與針對客戶的運算技術。現在我們的客戶包含全球最大的銀行、零售商、保險公司等。他們都可以將這項運算技術運用在Facebook讓品牌曝光。Facebook擁有更高的廣告精準度代表可以投放與消費者關聯性越強的廣告，進而提供更好的客戶使用體驗」

Advani說：「IBM與Facebook未來可能再進一步合作研發真正以客戶導向的訊息產品(client-centric collaboration)。」
IBM Commerce目前與全球超過三萬五千個客戶合作並投資超過兩百四十億美元在運算技術，希望能在精準廣告行銷的領域上，有更多的躍進。

IBM在紐約的高峰會宣布華生系統的新合作夥伴，其中包含蘋果與日本郵政等，希望能針對年長的族群，開發更多的行動功能。
華生的新夥伴，如Epic及Mayo Clinic等擁有電子健康資訊記錄技術，未來將利用感知運算(cognitivecomputing)來改善病人照顧並透過更仔細、
更快的資料分析運算能力創造更多的優勢。

去年，Epic提供了華生電腦超過八千萬筆的醫療資料。雙方密切合作，希望將個性化的健康照護帶往更高的境界。
Epic總裁Carl Dvorak說：「Epic平台結合華生超級電腦非常俱有獨創性。我們期望可以將感知運算與人工智慧可以進步到一個新的境界並使用在一般的醫療保健上，如此可以改善全球病人的安全讓他們更有保障。」

It’s a match made in digital heaven: IBM and Facebook are partnering on anew level of personalized brand experience and “people-based marketing.”

The partnership aims to provide brands “with the analytics and designcapabilities needed to turn the unique wants and needs that customers share on Facebook into personalized experiences including retail offers delivered atthe right time and place.”

Combining IBM’s sheer volume of data and deep, cloud-based analytics withFacebook’s 1.4 billion active users generating 2.5 million pieces of content every minute, the new juggernaut creates anonymized, individual snapshotsof retail customers.

It’s one-stop shopping for brands to deliver just-in-time personalized messages leveraging Facebook’s Custom Audience insights and IBM’s Marketing Cloud.

“This isn’t about running personalized email campaigns,” said Deepak Advani,GM for IBM Commerce, as reported by Fortune. “It’s about having a conversation that is both personalized and in context.”

“For us, having better, more relevant ads for consumers is very, veryimportant,” added Blake Chandlee, Facebook’s VP of partnerships.

There’s already a sizable ecosystem of companies tapping into Facebook’s adcapabilities. Asked how this partnership is different, Jay Henderson, director for IBM Commerce, told TechCrunch that Facebook is the first company to join IBM’s THINKLab, where team members from IBM and Facebook can work with advertisers to create campaigns with a focus on personalized customer experiences: “No other company is doing this with Facebook today,”

he said.

“What really sets this apart is our marketing cloud and customer analytics capabilities,” Henderson added. “Now our clients, including some of the world’s largest banks, retailers, and insurance companies, can apply these analytics to the reach of Facebook. This improved precision will drive more relevant advertisements to consumers on Facebook that ultimately create improved customer experience.”

Advani said the two companies might also work together on the Messenger product in “a true client-centric collaboration.” IBM Commerce works with more than 35,000 clients globally as its $24 billion investment in analytics drives innovation in more targeted marketing.

At the World of Watson summit in New York this week, IBM announced a slew of new partners in the Watson ecosystem, including a deal with Apple and

Japan’s postal service to expand mobile to senior citizens.

Watson’s new partnership with electronic health record enabler Epic and the Mayo Clinic, for example, will apply cognitive computing capabilities to electronic health records to improve patient care and offer benefits to providers through quicker and deeper data analysis.

In the past year, more than Epic affiliates exchanged more than 80 million medical records, so interoperability with Watson will take personalized healthcare to the next level.

“Accessing Watson’s virtual brainpower from the Epic platform is energizing from a creative standpoint,” said Epic president Carl Dvorak. “We are bringing

another level of cognitive computing and augmented intelligence to mainstream healthcare, to improve safety and outcomes for patients globally.”

摘譯自BrandChannel:

http://www.brandchannel.com/2015/05/06/ibm-facebook-050615/

Posted May 6, 2015 by Sheila Shayon