Dunnhumby picks IBM to deliver personalised customer marketing


Dunnhumby, a global leader in building brand value for retailers and brands, has selected IBM Enterprise Marketing Management (EMM) Unica software to deliver personalised marketing messages to customers across multiple channels including online, mobile and offline.

Dunnhumby, whose clients include Tesco, P&G and Mars, currently analyses data from over 350m people in 25 countries, using this insight to improve the retail and brand experience. 

The IBM software is designed to improve the scalability of Dunnhumby’s know-how, allowing the company to reach more people in more markets. 

IBM Unica Campaign will become the engine that drives campaigns for some of the biggest retail brands in the world.

Using data analytics, based on both existing data and latest customer interaction, the software adds automated personalisation functionality to Dunnhumby’s 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.

According to IBM, the explosion of data and the proliferation of channels for customer interaction are two of the major challenges faced by marketers today; with 79% of chief marketing officers worldwide believing the level of complexity will be high or very high over the next five years, but only 48% saying they feel prepared to cope with it. 

However, marketers must deal with this complexity in order to meet increasing customer expectations, it said.

IBM said the software also allows Dunnhumby to support inbound marketing channels, such as websites, contact centres and in-store kiosks, for individual customer engagement at these previously difficult to capture points of interaction.  

The software is integrated with Dunnhumby’s customer data, and incorporates all aspects of delivering customer-centric marketing, including online data analysis and understanding of customer interaction with these inbound channels, so brands can deliver the right message to each customer, according to their preferences, the company said.

“Social media and digital marketing continues to transform the ways in which brands and retailers engage and communicate with their customers,” said 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.”

Andrew Jackson-Proes, enterprise marketing management (EMM) leader for UK & Ireland, IBM, said: “Relevance and personalisation are the future of marketing.

“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 company’s 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 Dunnhumby’s in-depth data expertise and customer insight will enable the company to create impactful communications campaigns tailored to the individual choices of individual customers.”