IBM Watson Campaign Automation Review

IBM Watson Campaign Automation
Manhattan, NY
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IBM Watson Campaign Automation At A Glance

Good: Integrates with most CRM systems and drag-and-drop interface to create tailored customer journeys.
Bad: Limited reporting capabilities, tracking results for automated campaigns can be time consuming.
Bottom Line: Multi-faceted marketing automation solution for managing and implementing mobile, social media, lead management and email campaign processes.

Product Overview

IBM Watson Campaign Automation is a multipurpose marketing automation software that offers mobile, lead management and email marketing solutions. As part of IBM Watson Marketing, IBM Watson Campaign Automation facilitates the delivery of unique customer experiences across different times, devices and applications, to deepen user engagement throughout the customer lifecycle.

The self-service tool comes with an easy to use WYSIWYG editor that allows users to work from left to right to join up contacts and automate lead qualifications based on custom rules. IBM Watson Campaign Automation also includes features such as using behavioral data from multiple sources to create multi-channel campaigns and reporting on customer behavior to make sound marketing decisions. The software integrates with SalesforceCRM and other solutions like Microsoft Dynamics and SugarCRM.


IBM Watson Campaign Automation has a variety of features for delivering consistent multi-channel experiences and providing analytical insights. The top ones are:

  • Campaign Automation- The tool allows users to create and automate cross-channel campaigns with a visual planner that simplifies collaboration across marketing disciplines. This can deliver a faster return on investment and increase agility with integrated applications and data sources.
  • Watson Marketing Assistant- IBM Watson Campaign Automation helps business marketers easily develop email campaigns that deliver timely and relevant communications. Users are able to use data about audience behaviors to tweak email content and promote personalized communications in nearly real time.
  • IBM Journey Designer- Users can create journey maps in minutes using IBM Journey Designer. With a drag-and-drop interface customer service, marketing and sales can collaborate on visualizing cross-channel journeys, devising common marketing KPIs and developing tailored customer experiences for multiple segments.
  • Lead Management & Scoring- Lead management tools can help businesses reduce customer acquisition costs and bring in high-quality leads. Users are also able to understand lead behavior and assign a score to that behavior, which helps in management and nurturing.
  • Performance Insights- The software is capable of capturing mobile insights and drive personalized digital experiences to each contact through social media, email, rich push notifications, SMS and connected devices such as Apple Watch. By learning who their customers are and what they want, users can drive more loyalty and business.

Target Market

IBM Watson Campaign Automation is intended for small to large-sized companies and enterprises in a variety of industries.

IBM Watson doesn’t publicly display its customers for IBM Watson Campaign Automation.

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IBM Watson Campaign Automation is a cloud-based platform that is simple to implement. It offers several support services for account setup, management and user training, including:

  • Consulting services for customer engagement strategy, product implementation and deployment, and product and technical advising.
  • Managed services depending on the user’s needs, including per-project on-demand services or holistic full-service management.
  • Engineering services for data migration and integration, application development and management, and custom report generation

The platform offers vendor-supported integrations with SalesforceCRM, Microsoft Dynamics, and SugarCRM, as well as third-party integrations with Adobe Genesis, Adobe Omniture, HootSuite apps, Coremetrics and other IBM offerings including IBM Campaign, Digital Analytics, Data Exchange, Universal Behavior Exchange and WeatherFX.

Customer Service & Support

For troubleshooting and help with common questions, users can access the IBM Knowledge Center’s resources. Users can access the Client Support Portal to browse resources or submit a support ticket. Customer support is available 24/7 via online and phone, including on-call support outside of business hours for any emergencies that might arise.


The software has three tiers: Essentials, Standard and Enterprise. All plans include unlimited customer records and CRM integration.

Essentials: This plan includes 500,000 marketing interactions per month, five environments, 10 users per environment, 20 active programs and one scoring model.

Standard: This plan includes one million marketing interactions per month, 10 environments, 20 users per environment, unlimited programs and unlimited scoring models.

Enterprise: This plan increases marketing interactions per month to 1.5 million and adds unlimited environments and users, as well as planning and budgeting features.

Pricing details aren’t displayed publicly. Contact the vendor directly for a quote.


Some users have reported that they don’t like doing general report and deliverability pulls to see how well the campaign performed. They’d prefer if the reports were grouped together. Also, tracking results for automation campaigns is very manual, the software doesn’t calculate click or open rates.


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IBM Watson Campaign Automation is a marketing automation solution designed to help companies create exceptional customer experiences – beginning with email marketing, mobile engagement, or lead management and expand into analytics. It’s headquartered in New York City and has operations globally.

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