© 2015 ibm corporation ibm marketing solutions updates and roadmap elena sangalli ibm marketing...
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© 2015 IBM Corporation
IBM Marketing SolutionsUpdates and Roadmap
Elena SangalliIBM Marketing Solution Technical Sales
© 2015 IBM Corporation2
Agenda
- IBM Marketing Solution Framework
- IBM Campaign & BigData Roadmap
- IBM Interact Updates
- IBM Interact Advanced Pattern
- IBM Interact OMO - Omnichannel Message Orchestrator
- Delivery Channels Natively Integrated in the framework
- IBM Amplify 2015 Announcements
© 2015 IBM Corporation3
• Assemble and manage creative and offers
• Understand use/reuse of creative and offers
• Ability to test (A/B or MVT)
The Customer Engagement Framework facilitates the creation and delivery of integrated omni-channel customer engagements
• Sequence multiple interactions
within an Experience Map• Specify channels, creative,
and offers for each interaction
• Align Goals to market segments• Set Objectives for each
interaction• Allocate budget & expense to
achieve Objectives & Goals
• Identify Preferences
• Understand Customer Journeys
• Define Market Segments
• Collect data and behaviors for reporting within Optimize & Understand
• Enhance the context for the next engagement
• Develop views, reports, and executive
dashboards• Financial impact of Plans,
Goals, and Objectives
© 2015 IBM Corporation4
Ann Customer Experience Designer
Carlos Creative Manager
Based on Marketing User personas
Experience Designer
Anthony Customer Data Analyst
Patty Marketing Operations Planner
EvanChannel Owner
Edward Performance Analyst
TomVP Marketing
© 2015 IBM Corporation5
Marketing enterprise framework
Digital Behavior / Segments
Real-time Marketing / Contextual
Data
Proactive Marketing / UDI
Event-based
Marketing
PLAN / MANAGE
Manage budgets and processes & measure results
UNDERSTAND
Analyze data to find actionable insights
COLLECT
Collect data that augments each customer profile
DESIGN / DECIDE
Decide on the best offer, action orcommunication for each customer
ENGAGE
Deliver engaging messages and capture reactions
© 2015 IBM Corporation6
IBM Campaign & BigData Roadmap
© 2015 IBM Corporation7
Supporting access to data from Big Data sources for various Hadoop distributions such as Cloudera, Hortonworks etc. have been requested by several of our customers
IBM aims to build a bridge from Campaign – Hive – Hadoop for selection and segmentation in Campaign
The data from Hadoop sources can be used in Marketing Campaign as enriching data to already available data in Relation datasources such as DB2, Oracle, Teradata, Netezza or SQL Server
Campaign analytics server
UDI
UDI Hive
Dll librariesODBC
Focus areas: Big Data & alternative data-sources
Hadoop
© 2015 IBM Corporation8
IBM Interact Updates
© 2015 IBM Corporation9
Your customers are multidimensional—and so are the most successful personalization strategies
Product recommendation
engines
Online behavioral advertising
SEMDisplay adsSpam
Precalculated offers
Personalized email
Good approach
Behavioral data:• Pages viewed during the current web session• Location as identified by a mobile device• Reason for contacting a call center• Products about to be purchased in a store
Customer data:• Demographics• Psychographics• Account details• Purchase history
© 2015 IBM Corporation10
Moreover, your customers change over time—and a true solution must account for, and learn from, these changes
Changes over time:• Patterns of behavior• Account status change• Credit score
IBM’s approach
© 2015 IBM Corporation11
With Interact Advanced Pattern, we can recognize event patterns within time boundaries and rolling time
Event Event Patterns
A customer visits an iPad product page after visiting Kindle Fire and Samsung Galaxy pages.
A customer visits an iPad product page after visiting Kindle Fire and Samsung Galaxy pages
earlier in the week.
An account holder has made 3 calls about
mortgage rates.
An account holder has made 3 calls about mortgage rates this
month.
real-time decisions
customerprofile current
context
patterns over time that are
time-bound
Benefit:Marketers can ensure their real-time decisions factor in the urgency and relevance of the live interaction –
which improves response rates even further.
© 2015 IBM Corporation12
IBM Interact Opportunity Detection use cases:It’s about reacting to behaviors NOW
Views 4 “FAQ/ Contact” pages in 10 minutes
Fills the product request form w/o purchase 4x in 1 day
Customer lost or in need of support React NOW to prevent attrition and deepen relationship
Customer wants to buy NOW but hesitates for some reason Call him NOW to push to purchase
Views product page 3x in 1 day
Customer likely wants to purchase NOW If you does not react customer likely to invest money elsewhere
© 2015 IBM Corporation13
Marketers can then use these event patterns in segmentation logic
h
© 2015 IBM Corporation14
Event Patterns
© 2015 IBM Corporation15
Event Pattern Report
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© 2015 IBM Corporation16
IBM Interact Omnichannel Message Orchestrator – How is it different?
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Interact RTChannel
(e.g. web, call ctr)
IN-CHANNEL PERSONALIZATION (PULL)
Interact RTChannel
(e.g. web, call ctr)
NEW TRANSACTIONAL MESSAGE (PUSH)
Channel(e.g. email,
SMS)
request
response
event push
response
© 2015 IBM Corporation17
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Interact – Omni-Channel Message Orchestration (OMO)Asynchronous offers across multiple inbound/outbound channels
Omni-channel Offer
Orchestrator
Custom
er F
irewall
Digital Messaging ServicesGateway
Custom Event
Custom Gateway
PRE-CALCULATED DECISIONS
Builds white lists and black lists
final ranked offer(s) ARBITRATION
Self-learning algorithm or external model
adjusts scoresrevised offer list
and scores
ADD/REMOVE OFFERS
Adjust list of offers using white/black lists and suppression rules
candidate offers & scores
REAL TIME LOGICUses combination of segmentation, rules and event pattern
recognition
Customer profile
white lists, black lists
Data from real time service calls IBM Campaign
IBM Interact
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Events
Event trigger received
Call Interact to get best offer
Send offers
Events
hi
© 2015 IBM Corporation18
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Example: Online purchase, In-Store pick-up notification with Offer
Omni-channel Offer
Orchestrator
Interact
Custom
er F
irewall
Silverpop Xtify(cloud/sdk)
DDX/DA / Tealeaf
Web-events
Digital Messaging ServicesGateway
Send Email,
Send Push
hi
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Event trigger received
Call Interact to get best offer
Send offers
ExperienceOne
Event triggered
Notification alerts sent to both mobile & email
Product purchasedonline
Requests in-storepickup
1 – triggered event calls OMO API.
2 – Config files checked to determine if event is configured to send offers, and how many
3 - calls getOffers and getProfile
4 - determine the right outbound channel by calling the configured ChannelSelector
5 - send offers and profile record to offer dispatcher
6 – dispatcher sends offer by calling gateway API and passes offer attributes.
Personalized Offers for
in-store merchandise
© 2015 IBM Corporation20
Delivery Channels Natively Integrated in the framework
© 2015 IBM Corporation21
© 2015 IBM Corporation22
IBM Xtify Mobile Push Solutions
• Mobile App Push
• Business Model: Software-as-a-Service
• Marketer-focused tools
• Simple and rich messages
• Preference-Based notifications and Notification Inbox
• Engage customers across platform, countries, timezones and languages.
• Scalable technology platform and SLA
© 2015 IBM Corporation23
Send simple and rich messages
© 2015 IBM Corporation2424
Deliver location triggered messages, to reach your customers at the right place and right time
© 2015 IBM Corporation25
© 2015 IBM Corporation26
Subject Line PersonalizationFirst name personalization
Personalized Content Name and contact info for each customer’s personal rep
Dynamic Subject LinesThe subject line changes based on the type and duration of club membership
Individualized Content ListsFor any customer who has purchased two or more items in the last 90 days, list each purchase with review links
E-commerce-driven PersonalizationDisplay totals and other engaging content to drive follow-on purchases
Website-driven ContentDirectly track each customer’s Web activity and prompt them to visit new areas of the site
Send Time OptimizationThe message arrives in each individual’s inbox at precisely the time that individual is most likely to check email
Data-driven Dynamic ImageImage is selected based on demographic and profile info
Score-driven Dynamic OfferDiscounts/prices vary by social influence and time since last purchase
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Advanced email marketing features
© 2015 IBM Corporation27
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Advaced SMS options
© 2015 IBM Corporation28
Marketing cloud and Marketing enterprise platforms
© 2015 IBM Corporation2929
Solutions to meet the needs for all Marketers
© 2015 IBM Corporation30
Marketing enterprise framework
Digital Behavior / Segments
Real-time Marketing / Contextual
Data
Proactive Marketing / UDI
Event-based
Marketing
PLAN / MANAGE
Manage budgets and processes & measure results
UNDERSTAND
Analyze data to find actionable insights
COLLECT
Collect data that augments each customer profile
DESIGN / DECIDE
Decide on the best offer, action orcommunication for each customer
ENGAGE
Deliver engaging messages and capture reactions
© 2015 IBM Corporation31
ENGAGE
Deliver engaging messages and capture reactions
The future components of Marketing enterprise
PLAN / MANAGE
Manage budgets and processes & measure results
UNDERSTAND
Analyze data to find actionable
insights
COLLECT
Collect data that augments each customer profile
DESIGN / DECIDE
Decide on the best offer, action or
communication for each customer
Digital Behavior / Segments
Real-time Marketing / Contextual
Data
Proactive Marketing / UDI
Event-based
Marketing
EXPERIENCE DESIGNER
Journey Mapping / Workflow
UBXPub / Sub
API
API
PCI
© 2015 IBM Corporation32
© 2015 IBM Corporation33
Universal Behavior Exchange
(UBX)
Silverpop Engage
Digital Analytics
Digital Recommendations
Digital Data Exchange
Journey Designer
Tealeaf SaaS
Mobile Customer
EngagementJourney
Analytics
IBM’s new Marketing Cloud will combine existing multi tenant SaaS solutions with technology partners and new innovations
PartnerBudget & Planning
(Allocadia)
Field Marketing(Email Playground)
Existing multi-tenant SaaS Marketing solutions New innovations
© 2015 IBM Corporation34
New Peretz User Interface
© 2015 IBM Corporation35
Journey Designer
© 2015 IBM Corporation36
New for 2015!
© 2015 IBM Corporation37
© 2015 IBM Corporation38
© 2015 IBM Corporation39
Journey Analytics
© 2015 IBM Corporation40
© 2015 IBM Corporation41
© 2015 IBM Corporation42
Universal Behavior Exchange (UBX)
© 2015 IBM Corporation43
Behavioral and Profile Exchange
UBX (Behavioral and Profile Exchange) allows users to understand customers contextually by collecting and connecting their behavior and profile data in real-time from any ExperienceOne application or partner.
With UBX, identities from any channel are joined by a common ID through an API, allowing engagement and analytical problems to be solved within a shared context about the customer.
© 2015 IBM Corporation44
© 2015 IBM Corporation45
IBM & Facebook Agreement
© 2015 IBM Corporation4646
Technology partnership to connect the reach of Facebook with IBM Marketing and Customer Analytics Solutions
Design journeys that include Facebook interactions with IBM Journey Designer
Send audiences for targeting and look-alike modeling to Facebook and IBM universal
data exchange
Analyze journeys that include Facebook interactions with IBM Journey Analytics
© 2015 IBM Corporation47