Facebook Inc (FB) and International Business Machines Corp. (IBM) Enter New Data Partnership


International Business Machines Corp. (NYSE:IBM) has in less than year announced another data partnership deal with another social networking site. Last fall IBM announced that it would work on wide-ranging data sharing partnership with Twitter Inc (NASDAQ:TWTR).

On Tuesday, IBM announced that it would work with Facebook Inc (NASDAQ:FB) to offer ‘personalized campaigns’ on social network. IBM has been intent on offering personalized campaigns on multiple channels, including digital channels.

The partnership with FB is aimed at businesses which are using the IBM Marketing Cloud. With the current data sharing scope, marketers will be able to take their campaigns to a microscopic level – the personal level, with perfect timing.

Goal of the Partnership

To be able to do offer personalized campaigns, businesses will be pumped with data from Facebook Inc’s ‘segment metrics’ allowing for a segment-based advertisement development. This will be further augmented by location-specific information. Therefore, the marketer will have real-time information on the user’s location.

Additionally, marketers can compare data they gain from FB with proprietary data they already own by using other analytics.

IBM Commerce head, Deepak Advani remarks that the new partnership is aimed at being more than a ‘personalized campaign.’ The intent of data combing which FB offers with Custom Audience Insights is expected to allow businesses using IBM Marketing Cloud to achieve a ‘personalized conversation within the context.’

The partnership has been in place since January of 2015, confirmed Advani. He also confirmed that International Business Machines Corp. (NYSE:IBM) and FB will soon have a research initiative called IBM Commerce THINKLab. The focus of the initiative is to offer mature approaches and personalization technologies for businesses using IBM’s platforms.

Facebook Inc’s Vice President of Partnerships, Blake Chandlee announced that the motive for FB in partnering IBM is to bring relevant ads to consumers.