IBM has devised new software and set up an accompanying consulting practice to help customers adapt to changing market demands. The "Smarter Commerce" practice draws on the company's investments in business analytics and optimization. According to IBM, the new software and services will address the full spectrum of global commerce in the era of mobile and social networks, including new ways to buy, sell and boost customer loyalty. The initiatives are based on IBM's WebSphere Commerce platform, coupled with expertise derived from the acquisitions of Sterling Commerce, Unica and Coremetrics. Those deals represent a combined investment of some $2.5bn in on-premise and cloud-based software. Among IBM's new offerings is new analytics software, which allows companies to monitor their brand presence on a real-time basis through social media channels. In the process, IBM said, they can better assess the effectiveness of new services and products, fine-tune marketing campaigns, and create new sales initiatives. The IBM software automates a company's ability to design and deliver a personalized shopping experience, along with campaigns and promotions on new services and products, online or through mobile devices. An "IBM University" will provide educational resources for sellers and partners to build the job skills that are required for the "Smarter Commerce" marketplace.

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