Catalina is embarking on digital transformation to help retailers and brands connect with consumers whether in-store, online or via their mobile devices, anytime and anywhere.

The IBM IIAS is part of this transformation, designed to give users fast, easy access to advanced data science capabilities, as well to work with data across hybrid multiclouds.

Wes Chaar, chief data and analytics officer at Catalina, said: "Catalina sits squarely at the intersection of marketing, technology and analytic. As part of our broader data science strategic initiative, Catalina is leveraging IBM’s technology to power more meaningful outcomes from Catalina’s analytics solutions, from personalisation and consumer choice modelling, to revenue management and multi touch attribution."

Catalina announced earlier this month it had filed for Chapter 11 and was looking to increase financial flexibility to reduce its debt by $1.6bn. It had stated it was business as usual in the US and that operations outside the US were not included in the Chapter 11 proceedings.