International Business Machines Corp. (NYSE:IBM) has unveiled new cognitive capabilities on IBM Watson Marketing insights, designed to give marketers an edge when it comes to targeted campaigns. The new cognitive powered cloud offering will gives marketers an insight into their targeted audience behavior.

Uncovering Customer Behavior

While taking into consideration data collected on customer interactions marketers will now be able to uncover key customer behavior essential for successful marketing campaigns. Some of the sources that will furnish IBM Watson Marketing Insights with the much-needed data for effective marketing include email, social media among other digital channels.

IBM Watson Marketing insights will continuously update the trove of data at marketer’s exposure, in a bid of revealing new audience profiles as well as customer segments. Unlike in the past, the tech giant is confident marketers will now be able to accurately predict customer’s potential response to given advertising campaigns.

Enhancing Targeted Campaigns

Big Blue in a statement has reiterated that the new cognitive capabilities offered on the cloud will offer deeper predictive powers, which should help marketers, come up with effective targeted campaigns.

“With these new cognitive capabilities, marketers can now get the audience insights needed to strengthen customer engagement and deliver campaigns that resonate with every single customer,” said IBM Watson Customer Engagement, Chief Marketing Officer, Maria Winans.

Marketers will be able to tweak any of their marketing campaigns before they launch. The same should allow them to detect potential trouble spots in advance in a bid of coming up with campaigns able to target specific segments. Watson Customer Engagement general manager, Harriet Green has already aired her optimism that Watson could soon be able to detect one-to-one customer experiences.

IBM is betting big on the cloud having been buoyed by the amount of success already achieved by its artificial intelligence tool, Watson. Marketing Watson to e-commerce, sales, and marketing professionals appears to be the company’s main play as it continues to look for new opportunities for growth in the cloud.

IBM stock was down by $1.92 in Friday trading session ending the week at $160.38 a share.