IBM enlists Watson to define customer segments and insights

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IBM is now using Watson’s brain to predict customer behavior.

The tech giant has released Watson Marketing Insights, which collects and analyzes data about identified users, generates targeted segments that can be exported to marketing tools and displays cognitive insights in natural language.

Project Manager David Pugh told me that this Watson product is “forming hypotheses at scale,” based on how users with certain attributes have responded in the past. The attributes come from email, website interactions, social media posts, in-store purchases and customer relationship management (CRM) systems.

Watson might predict, for instance, that users who do not open emails from campaigns may be more at risk of leaving the brand than those who regularly return the brand’s products.

[Read the full article on MarTech Today.]

About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.


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