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IBM launches IBM Interactive

IBM has launched IBM Interactive Experience, a global consulting practice which aims to create
next-generation services capability that integrates the leading design capabilities and user
experience experts from IBM Interactive with the data expertise of IBM researchers from the
company's Customer Experience Lab.
The practice aims to help clients create the essential front-end, individual engagement and
assimilate massive volumes of data. This will include the information on individual decisions,
choices, preferences and attitudes. IBM will then convert this insight into high-value outcomes
ranging from personalization to business model redesign.
As part of the announcement IBM has said that it will be releasing new data-driven
capabilities for the C-suite. These new features include:
Life Event Detection: Analyses unstructured social media data to detect important events in
customers lives.
Behavioral Pricing: An algorithm that combines behavioral models on consumer response
to pricing, such as 'surprise' and 'thrill of a deal', with historical transaction data to help
brands design personalized pricing strategies.
Psycholinguistic Analytics: An algorithm that combines the psychology of language with
social media data to understand inherent personality traits of individuals and identify their
Influence Analysis: A set of analytical tools that allows for automatic detection of opinion
influencers within a network on specific topics.
Bridget van Kralingen, senior vice president of IBM Global Business Services, said: Our clients
understand that the experience any individual has with their brands, products, services or strategy
is the new point of entry to sustainable business relationships.
"That experience will generate the most valuable information any enterprise can ever possess -
information on individual preferences. So as our clients' front-office agendas drive the next era
of business transformation, we're going to see traditional distinctions between strategy, analytic
applications, and the design of the individual experience, disappear.