IBM has developed a real-time marketing analytics tool, to provide marketers with a ‘holistic view’ of customer buying patterns and purchases over time – including what they viewed and purchased, and how much they spent across channels.

This addition to IBM’s cross channel marketing and digital marketing optimization offerings combines historical data with real-time activity, in order to present product recommendations personalized to each customer’s budget.

Through IBM’s Digital Data Exchange, retailers can collect and share behavioral data with a network of third-party services, to create customer profiles which can be targeted with relevant offers.