customer engagement solutions. our evolution to date @brandmaster63 | #smartercommerce unified ibm...

customer engagement solutions

Our evolution to date

@brandmaster63 | #smartercommerce

• Unified IBM brand for customer engagement

• Customer engagement point of view

• IBM Interactive Experience

2Q2014

We’ve led the way in helping clients make the shift to continuous customer engagement, with many milestones along the way

http://www-935.ibm.com/services/c-suite

Our value proposition

IBM ExperienceOne helps you attract, delight and maximize the lifetime value of customers by enriching the ways you engage with each of them

IBMConsider IBM Cross-Channel Marketing Optimization when MCCM is a strategic requirement. IBM's

offering supports a range of industries.

Source Gartner MCCM MQ 2014.pdf - G00250970

IBM has global reach and generated $99.75 billion in revenue in

2013.

Cross-Channel Marketing Optimization focuses on real-time

marketing, marketing performance management and usability on-

premises. Marketing Center, a SaaS option, provides digital

campaigns, email marketing, site personalization, tracking and

management. IBM has started bundling in merchandising and other

role-based offerings to simplify its growing portfolio. IBM Mobile

(formerly Xtify) supports mobile push marketing.

In 2014, IBM plans for additional partnerships with data

management platforms (DMPs) to integrate known and anonymous

data in areas like ad management. IBM has preintegrated API

partnerships with DMP BlueKai and other ad tech players, such as

DataXu, Turn, Google and Marin Software through IBM's Digital

Marketing Network. IBM will also expand its real-time and event

marketing for both on-premises and SaaS deployments.

References said they like IBM's breadth of offerings and integration

into a single platform.

eMessage

Xtify mobile messaging

Deliver

Campaign

Interact

Contact Optimization

Decide

Campaign

Analyze

Marketing Planning

Engagies customers in a one-to-one dialogue across channels by being able to…

Through its product portfolio, the Omni-Channel Marketing solution for customer relationship marketers

Marketing Operations

Interact


Introduction to IBM Campaign

What is IBM Campaign?

9

CAMPAIGN MANAGEMENT software:

Used to design, execute, measure and analyze outbound direct marketing campaigns

Capable of managing all types of large-scale, multi-wave and cross-channel campaigns

Creates a central repository for re-usable offers, segments and contact & response history

Recognized best-of-breed functionality, scalability and record of customer success

Serves as a platform for add-on modules:

– Email marketing [IBM eMessage]– Real-time interactions management [IBM Interact]– Contact optimization [IBM Contact Optimization]– Distributed marketing [IBM Distributed Marketing]

Simple overview of IBM Campaign

10

communication channelscustomer data

IBM Campaign

(1) accesses customer data

(5) schedules runs & waves

(6) generates and delivers lists

7) tracks contacts and responses, attributes results

(2) manipulates data(3) selects & segments customers (4) assigns offers to customers

often replacing slow processes involving custom-

coded database queries

Key features of IBM Campaign

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Customer data access through Universal Data Interconnect (UDI)

Segmentation, targeting and campaign design through flowcharts

Ability to design & execute multi-wave, multi-channel campaigns

Central repository for re-usable offers and segment definitions

Complex customer data handling with audience-level switching

Key features of IBM Campaign – continued

12

Campaign planning through target cell spreadsheet (TCS) interface

Multiple response attribution approaches to assess results

Complete contact and response history for each individual

Rich set of reports – both standard and configurable

Integration with IBM Digital Analytics to leverage online data

Highlight on Universal Dynamic Interconnect (“UDI”)

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Capability: Enables simultaneous access to multiple data sources located in various locations throughout the company

Benefit: Provides the flexibility to leverage all available marketing data reducing required IT support

Customer DB

Transient Data& Flat Files

Transactional SYSTEM

UDI

Highlight on flowcharts

14


15

Selection & Segmentation:

• Select target audience• Suppress groups• Create segments and

assign offers• Sample for testing


16

Execution:• Schedule campaign runs• Send targets to IBM

eMessage• Generate output lists• Create contact history


17

Tracking & Optimization:•Call predictive models (SPSS, PredictiveInsight, 3rd party)•Optimize contacts across campaigns (using IBM Contact Optimization)•Track responses and attribution


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Tracking & Optimization:•Call predictive models (SPSS, PredictiveInsight, 3rd party)•Optimize contacts across campaigns (using IBM Contact Optimization)•Track responses and attribution


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Benefits:• Graphical interface makes it easy to

create, audit and modify campaign logic

• Broad and flexible capabilities accommodate the most complex campaigns

Selection & Segmentation

Execution

Tracking & Optimization

Highlight on offer management and target cell spreadsheet

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OFFER MANAGEMENTCentral repository of offers to promote reuse

and consistencyOffers created based on templates with

standard and custom attributesOffer attribute values can be dynamically

generated for each campaign targetBenefit: simplifies management of complex campaigns

TARGET CELL SPREADSHEETCaptures all cell information in an accessible,

spreadsheet-like environment“Top-down” assignment of offers to cellsFacilitates campaign QC processes

Benefit: creates a collaboration workspace for campaign planning and development teams

Highlight on response tracking & attribution

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Response History

CLICKS

AttributionResponse types:•Direct

(exact, inexact)• Inferred•Custom

(e.g., viral)Attribution options:• First, Last• Fractional• Multiple

& other response

types

Action Table

CALLS

PURCHASES

REDEMP- TIONS

Benefits:• Flexible attribution options to fit any approach• Standard tools minimize need for custom work• Better insights into campaign performance

responses can also be made part of IBM’s cross-channel attribution methodology

or

Highlight on reporting

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•Many standard reports included— By campaign, channel, cell, offer and segment performance— Over time (day, week, month, qtr, yr), relative days, weeks,

months

•Allows report customization and new report creation

•Supports bursting and non-bursting, scheduling and notification

Benefits:• Increases insight into campaign

status and results• Improves marketing decision-

making• Provides every user with

information

What Is IBM Contact Optimization?

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CONTACT OPTIMIZATION software: Determines the optimal contact

strategy for each customer

Uses powerful, integrated algorithms

Balances business objectives and constraints with customer preferences and history

Achieves maximum overall marketing ROI while satisfying the need of individual product lines and businesses

Contact Optimization Functional Flow

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1. Design and run individual campaigns to generate proposed contacts2. Run the optimization session, review the results & adjust if necessary3. Trigger campaign completion to use optimized contacts


DContacts Customer ID

Campaign IDChannel IDOffer IDDate

CAMPAIGNS PROPOSEDContacts

Campaign Contact Optimization

CONTACTHistory

OTHERData

CONSTRAINTS BUSINESSRules


Introduction to IBM E message

Combine on premise customer data with the flexibility of SaaS to create, optimize and deliver digital messages

More real-time integration with segmentation engine reducing the time to customers inbox

Improved one-to-one messaging b/c they're email engine is tied to their customer database/segmentation engine

Coupled with the best-in-class campaign mgmt solution

Engage with customers in real-time

Costruire una DEM

27 IBM Confidential

Identify which platforms customers uses to read email and optimize for a one-to-one experience

Customer level intelligence to create personalized target communications

Improve email campaign quality with sophisticated content and social diagnostics

Fine tune email designs through comprehensive sets of proceduralized QA tools prior to production

Protect your brand by ensuring rendering integrity across platforms and devices

Gain peace of mind with ISP folder placement insight

Uncover & resolve delivery issues before deploying a campaign

Extensive domain coverage across regions and markets

Diagnostic tools and insights across all campaigns

Test & trend deliverability across templates and hone your message for maximum cross-channel impact

Guided message creation on push notification

Send simple and rich messages

• Users choose movie preferences in a customized preference center• Targeted messages with ticket releases, new trailers, 3rd-party promotions,

and news about movies of interest are sent to users

Leading movie theater chain uses Preference-Based notifications

Customized Preference Center

Simple Notification

Rich Notification

Notification Inbox

Introduction to IBM Interact

Introducing IBM Interact

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Determines, in real-time, the best personalized message for each live customer interaction, especially “inbound” contacts

Can plug into any customer touch-point: Web site, call center, kiosk, point-of-sale, etc.

Personalization based on historical data and new information gained during the interaction

Connects and coordinates inbound marketing with outbound campaigns

Designed for easy usage and management (“so easy a marketer can do it”)

Can scale to meets the most rigorous performance requirements: 100,000s of concurrent sessions, response times < 0.1 sec

IBM Interact isREAL-TIME

INTERACTION MANAGEMENTsoftware

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DETAILS

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HOME PAGE

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Interact enables “inbound marketing”

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“Greetings” reason for call resolution[authentication]

hold time…

? ?

Inbound marketing: the presentation of personalized marketing messages during “inbound interactions” – when the customer or prospect chooses to contact you

Turns every customer touch-point into a channel for the kind of personalized marketing messages previously only delivered through outbound campaigns

CALL CENTER

WWW OFFER!OFFER

OFFER OFFER !

How Interact works – detailed

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final offer(s)

Records offer presentation and

response or non-response

Can be factored into self-learning for future scoring…

…and factored into future batch campaigns.

ARBITRATIONSelf-learning algorithm

or external model adjusts scores

revised 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

Real-time context

Customer profile

white lists, black lists

PRE-CALCULATED DECISIONS

Builds white lists and black lists

Data from real-time service calls

IBM Campaign



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WELCOME

http://www.voluptatem.quia

OFFER

globalOffers can be:

segment-level

individual-level

IBM Interact

offers

segment definitions

interaction history

Can use common:

IBM Interact (inbound) and IBM Campaign (outbound) together are an integrated, centralized decision-making capability

Collect

Analyze

Decide Deliver

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segmentsoffers

interaction history

attributionoptimization

outbound campaign management

real-time interaction management

customer engagement solutions. our evolution to date @brandmaster63 | #smartercommerce unified ibm...

Documents

ibm campaign slide

ibm mobile

g00250970 ibm

email marketing ibm

realtime marketing

interactions management

marketing center

event marketing