IBM OFFERS PROGRAM FOR MARKETING INDUSTRY
By Adnews Staff
U.S.-based International Business Machines Corp. is now offering a marketing campaign management program with its end-to-end business intelligence solutions. Called Valex Marketing Management System, the software allows users to develop advanced, closed-loop marketing programs based on knowledge obtained from analyzing consumer behavior. It will be integrated with IBM's DecisionEdge to offer a data mining function, industry-specific data models, as well as hardware and database applications. Campaign management will include creating marketing campaigns, identifying customer segments, creating an offer and determining how best to reach each segment, executing campaigns, and capturing the response behavior of each target segment to determine the campaign's success. Marketers can then look at what offers did well, calculate return-on-investment, use that information and refine the strategy for the next campaign. The program is available worldwide. In Canada, IBM will likely promote Valex using a trade campaign created by Ogilvy & Mather of Toronto.