IBM enlists Watson to define customer segments and insights
Through a newly expanded Marketing Insights, the supercomputing platform is defining customer groups by such goals as engagement and long-term value.
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.