IBM (NYSE: IBM), Armonk, NY, announced that the American Marketing Association (AMA) is using IBM's Smarter Commerce initiative to better connect to the marketing community and its 30,000 members.

Smarter Commerce provides digital marketing and Web analytics that help chief marketing officers (CMO) understand the individual preferences and needs of consumers in order to deliver targeted marketing messages.

The AMA, a professional organization for individuals involved in the practice, teaching and study of marketing, previously used multiple third party vendors, which resulted in a fragmented view of its own data. Use of IBM software solutions will help the AMA gain a more holistic view of member data and more effectively meet the needs of each individual.

Current IBM software and services being used by the American Marketing Association include IBM Unica eMessage, Unica NetInsight, Unica PredictiveInsight and Unica CustomerInsight.