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BtoB

Web Analytics Success Stories

IBM adds analytics to go to market faster

Published on .

“When it comes to targeting customers and prospects for our marketing campaigns, we have absolutely leveraged the predictive analytics capability with SPSS [predictive analytics software] to essentially do more sophisticated segmentation [and] develop better target audience-propensity models; in fact, we've doubled the [number] of models we've done since we started using SPSS internally in January 2010. Then, when it comes to campaign execution, we've also seen some huge improvements—particularly in time to market. What used to take two-to-six weeks now takes less than a day using the Unica self-service platform for campaign execution. We also recognize the importance of e-nurturing a responder once a Web visitor responds to an offer. Through the use of targeted offers and automated e-nurturing [enabled by Unica software], we're averaging two times the open rate, six times the click-through rate and three times the conversion rate of our standard e-mail campaigns.”
—Abe Cohen,
director of business analytics software marketing, IBM Corp.

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