IBM recently announced that Matrimony.com, one of
India’s leading matrimony portals is using IBM Big Data and Analytics technology
to drive personalized marketing campaigns to match potential partners faster
and attract more subscribers. Marketing, hitherto untouched by the complexities
of technology is increasingly seen adopting new age techniques to keep pace
with the growing technology-savvy customers. Technology, in fact, is one of the
most powerful external forces affecting the role of the chief marketing officer
(CMO) today, says an IBM study. And, big data will be an especially significant
challenge to marketing organizations over the next few years, further states
the report by IBM.
Why did Matrimony.com adopt
analytics?
A recent press release issued by
the company says that IBM's Big Data and Analytics technology
is helping Matrimony.com address its global and diverse customer base with
effective and relevant messaging based on member-interaction history. By
capturing customer data from multiple channels including email, SMS, banner ads
(across the website), telesales and from their retail center, the data is being
used by the company's management, sales and marketing teams to assist decision
making. In essence, IBM's technology is supporting Matrimony.com to drive
targeted marketing campaigns to the right subscriber, at the right time and
improve personalization for greater customer satisfaction.
A recently published book by IBM,
Analytics
across the enterprise,’ on analytics perfectly sums up the benefits of
analytics for businesses. According to the authors, progressive leaders are
putting big data to work in fields ranging from finance to farming, from
presidential politics to professional sports. It’s not just the data; it’s the
insights gained from analyzing data that give organizations an edge over the
competition.
