NEWS27 October 2015

IBM unveils behavioural data product

News North America Technology

US — IBM has unveiled a new behavioural data product, ‘Universal Behavior Exchange’ (UBX).

UBX is part of the IBM Marketing Cloud, and aims to help marketers connect data across solutions and deliver personalised experiences based on customers’ behaviours and preferences.

UBX is supported by a partner network of social, mobile, CRM and paid advertising solution providers including MediaMath, Turn, Rocket Fuel and The Trade Desk, Facebook, Mutual Mind, SoHalo, Spredfast and Cake.

According to a story on MediaPost, general manager of IBM Commerce Deepak Advani claims that the tech innovation emerged from issues surrounding data integration. The product is aimed at “marketers that use multiple solutions that might slow down a product launch with multiple data integrations”.