I recently went to the launch of the new MarTech company Acoustic.

For those that may not be aware, it’s the new standalone company formerly known as IBM’s Watson Marketing division.

In April 2019, IBM sold part of its marketing technology suite to the private equity firm, Centerbridge Partners, who have branded the new entity as Acoustic.

The company offers a more human angle to technology, and their CEO Mark Simpson says, “we want to bring back the humanity and the art into marketing and to understand what customers are needing and demanding and help get heard in the market.”

I spoke to many of the ‘Acoustians’ at the launch event, as well as customers using parts of the cloud based platform, and was pleasantly surprised with the offering.

They’re challenging the status quo of the MarTech space and taking an open platform approach – which means you can use as much, or as little, of their products as you want. Rather than being locked in to one supplier.

You can integrate with Google Analytics, Tableaux, Salesforce, Adobe or any other MarTech that you may already be using. Their point being, if your current MarTech works for you, then there’s no need to replace it. But if it’s not, ot you need to evolve and scale up, then there are opportunities to utilise some or all of Acoustic’s Artificial Intelligence (AI) powered products.

Acoustic’s view on AI is seamlessly integrating it into their products. So rather than stand alone AI products, you can utilise machine learning algorithms and other AI solutions.

For marketers, it’s a massive win. And having looked under the hood, it really does feel that Acoustic is living up to its mission “to unleash the brilliance in marketers.”

Customer Exchange helps marketers connect customer identities across marketing platforms in order to better understand individual customers in the context of on cross-channel behaviours. And then personalisation, content, promotion, lifecycle and other products and services can be added as required.

You can compose campaigns for email/web/mobile; automatically trigger marketing messages and actions based on behavior, logic, and AI recommendations; engage with customers based on marketer-set locations, or customer-defined locations based on preferences; pinpoint the optimal price across channels to achieve sales, profit and price image goals; and much much more. 

If you’d like to delve deeper, then feel free to contact them here

Or touch base with their Senior Vice President of Product Management Jay Henderson

Or Digital Agencies Segment Leader, APAC & Japan, Jeremy Smart 

Mr AI (Adam Isaacs)