Branding and marketing company Dunnhumby has selected IBMs enterprise marketing management (EMM) software Unica to run its multi-channel messaging services. 

Dunnhumby, whose clients include Tesco, P&G and Mars, currently analyses data from over 350m people in 25 countries to improve its clients branding. The IBM software will improve the scalability of this operation, allowing Dunnhumby to reach more people in more markets, says IBM. 

The IBM Unica Campaign software adds automated personalisation functionality to Dunnhumbys in-house marketing campaign software engine. Client retailers and brands can now create digital one-to-one communications and real-time offers to send to customers, and can create bespoke marketing campaigns, based on relevant data collected from various sources. 

“Social media and digital marketing continues to transform the ways in which brands and retailers engage and communicate with their customers,” says Jon Ewing, enterprise architect at Dunnhumby. “We chose IBM Unica Campaign for its pedigree as a market-leading solution that will power our standard campaigns, support our complex campaigns, and deliver relevance throughout the path to purchase. This will underpin the expansion of our global client footprint and help to deliver value and personalisation to more customers in innovative and impactful ways.”

“Relevance and personalisation are the future of marketing,” says Andrew Jackson-Proes, enterprise marketing management (EMM) leader for UK & Ireland, IBM. “The growing prevalence of online commerce driven by the rise in social media and mobile commerce is creating a seemingly endless pool of data from which to draw information and conclusions about customers. Marketers need to increase a companys ability to interact with their customers in highly tailored ways, creating meaningful dialogue and deeply personal relationships with brands. The powerful analytics and automated management capability of the IBM software, combined with Dunnhumbys in-depth data expertise and customer insight will enable the company to create impactful communications campaigns tailored to the individual choices of individual customers.”