IBM Watson Campaign Automation

IBM Watson Campaign Automation

(108)
3.4 out of 5 stars

IBM Watson Campaign Automation is a digital marketing technology provider that unifies marketing automation, email, mobile, and social.

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IBM Watson Campaign Automation Reviews

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IBM Campaign review by <span>Steve M.</span>
Steve M.
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What do you like best?

wide range of capabilities including email, sms, mobile push, automated programs.

New development in the UI is good and features quickly catching up with the older UI.

Ability to embed 'Contact Insights' into 3rd party web sites/apps is very useful.

The Watson Marketing Assistant is a cool feature which provides easy access to some very useful metrics.

Modular templates has proved to be a useful feature for our clients, allowing them to self serve.

For more technical requirements, you can use the provided APIs and also send transactional emails.

What do you dislike?

Integration with IBM Campaign is a little clunky on the Campaign side.

Reporting is not great and the screen has a fixed size which is annoying.

Not a lot of 3rd party integrations which is very unfortunate.

Recommendations to others considering the product

great as both a stand alone solution as well as integrated into IBM Campaign.

What business problems are you solving with the product? What benefits have you realized?

our clients are sending highly personalised emails and some have integrated into IBM Campaign.

Some clients have a variety of modular templates which makes them more self sufficient, saving on agency costs.

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IBM Campaign review by <span>Amanda S.</span>
Amanda S.
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What do you like best?

I like that WCA can send out campaigns for text, push notification and email, and a lot of this can be done through campaigns. It also has a very flexible rule creation capability for dynamic content and subject lines (for email only). The new user interface looks good, but is not fully developed.

What do you dislike?

The transact and engage products are not at all integrated into one user interface. The legacy products are sloppily brought together and don't even interact in all the ways they should. The limitations of the database structure make it very difficult to conduct all your campaigns the way that sales tells you that you can. The new UI does not allow you to take advantage of all the features so you are stuck in legacy interface. This is far from a next generation product suite.

Recommendations to others considering the product

Make sure you speak to a specialist before committing to this product. It is often bundled along with other IBM products and customers purchase it for the cost savings. However the work required to make it work can be expensive, and the marketing automation features are clumsy.

What business problems are you solving with the product? What benefits have you realized?

WCA allows us to create repeatable programs for users that simplify the marketing for clients marketers. But most campaigns also require developer support and using the APIS to accomplish. Other competitive products do a much better job at creating a seamless UI.

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IBM Campaign review by <span>Faith A.</span>
Faith A.
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Marketing Automation for Agencies

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What do you like best?

IBM Marketing Cloud (Silverpop) is a robust marketing automation tool that I use as an agency for many clients across multiple industries and verticals. We like their programs functionality that allows you to drag and drop steps (emails, lead routes etc) and modify your database based off behavioral information. Our clients have been very impressed with how useful the tool is for lead nurturing, landing page creation, and web tracking.

What do you dislike?

I dislike the reporting as it very limited in terms of customization (but they are working on improving this). I also wish that some features were included like creating an automated data export from the user interface or creating super customized reports that can be generated on a daily basis. A/B testing in programs isn't a current functionality that we'd like to have as well.

What business problems are you solving with the product? What benefits have you realized?

We're helping customers deliver more personalized messaging to their customers that is behaviorally triggered and customized to each individual. We're also able to automate data processes that were previously manual and have helped bridge the gap between sales and marketing.

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Response from Sarah Untiedt of IBM Campaign

Hi Faith - Thanks for taking the time to share your feedback. It's clear that you're looking for more features offered by the program including customization and A/B testing. We are continuously working to improve the tool for our users. Stay tuned!

IBM Campaign review by <span>Tiago A.</span>
Tiago A.
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Very complete solution

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What do you like best?

IBM WCA is very complete, you can do simple stuff as well as very complex and sophisticated one. The database management is the core of the solution. Although not very intuitive, once you get the logic behind it, it is extremelly useful. The possibility to integrate with other solutions and databases (CRM, Channels, etc) via Universal Behavior Exchange, is one of the best features as well.

What do you dislike?

The solution is very robust but sometimes not very intuitive, so it takes a while to get the most of the technology. Reports and landing page designer is also something to improve.

What business problems are you solving with the product? What benefits have you realized?

It allows sophisticated personalization messaging and a consistent relationshinp accross channels. Email marketing and social audiences are the features we use the most.

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IBM Campaign review by <span>Colin S.</span>
Colin S.
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What do you like best?

There are a number of features, such as the template builder and contact-level mailing reports which my team uses on a continual basis. When working with these simplest parts of WCA, the thing that stands apart is the plethora of hidden functionality. These range from free Litmus and SpamAssassin testing to Hotmail and sender score deliverability reporting.

Of course, there are also more advanced features. WCA supports the creation of exceedingly intricate programs (automated/triggered series), it ties into mobile and social efforts natively, and can serves admirably well for lead scoring, lead routing, engagement reporting, content management and delivery, and a number of other functions.

After working with this tool for several years I'm still exploring new functionality which is simply unavailable from most other ESPs/ campaign management tools/API handlers/+. WCA wears many hats and makes it simple for my team to expand our communications program while driving synergy across the company.

What do you dislike?

While the training, knowledge center, and various blogs/social groups have a wealth of knowledge, the onboarding process (when I started using WCA) was very much a "we'll throw you in the pool and you'll learn how to swim" experience.

I'd recommend weighting curiosity heavily in your hiring decision when looking for someone to use this system--it's a poor fit for those wanting a done for them solution. As a client across multiple orgs, this need for self sufficiency has extended to customer support, sales, and technical support.

Recommendations to others considering the product

Determine your objectives upfront and ensure they're aligned with what WCA offers.

Find an experienced partner to train you and show you the ropes.

Do your homework throughout the onboarding and ramp-up period. I strongly recommend the certification training offered for WCA; to date, I've found it to be the best source of information about the platform.

What business problems are you solving with the product? What benefits have you realized?

We've dramatically expanded our usage of WCA to reach our customers around the world. Few solutions would have allowed us to evolve as gracefully from blasting communications in 1 country to individual conversations with customers on 6 continents.

Along the way we've built APIs with our proprietary systems and a range of specialized tools to tie WCA into CRM data, product data, sales data, support data, etc. It handles the load with ease.

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IBM Campaign review by <span>Jimmy M.</span>
Jimmy M.
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Marketing Automation at Its Finest

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What do you like best?

The IBM marketing cloud has plenty of acclaimed features, but what we like the most is its integration with Silverpop. We are an email-heavy company that relies direct one-on-one communications and IBM Marketing Cloud and its API help us integration everything into our internal, customized CRM. Contact management has never been easier, and monitoring the effectiveness of all our other marketing efforts have also become a breeze.

What do you dislike?

The main complaint would be the lack of consideration to user experience (UX). Of course, we could just be an outlier, but our team struggled initially during the onboarding process. The menus and descriptions in the backend dashboard are not particularly easy to comprehend at first, and there were many instances where we just scratched our heads wondering why IBM chose to configure certain functions / dashboards the way they did.

Recommendations to others considering the product

Take advantage of the provided onboarding process. It will take several of your team members to fully immersive themselves and truly understand the system to ensure a smooth operation moving forward.

What business problems are you solving with the product? What benefits have you realized?

Over the past 3 decades, our company has marketed our products and services through various mediums. In today's digital age and emphasis on providing what your customer wants, rather than what you want them to want, we needed a comprehensive solution that could integrate all of our marketing in one place. The IBM Marketing Cloud has certainly done so, nearly all of our marketing has various touch points with IBM's software at this point, and it has made our jobs much easier.

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Response from Sarah Untiedt of IBM Campaign

Hi Jimmy - Thank you for your positive feedback! User experience is top of mind for IBM. We are continuously taking insights like yours into consideration as we make updates to the UI and onboarding process.

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