Enabling Real-time Personalization with IBM Interact

May 2016

There is a Troubling Gap Between What Brands and Customers Believe

of brands say they have a strong

capability to deliver relevant

communications

of consumers think their

favorite brands are usually

relevant

2015 Econsultancy: The Consumer Conversation: The experience void between marketers and their customers

35%

47% yet …

© 2016 IBM2

IBM Marketing Solutions make

it easier to design meaningful

customer experiences across

applications, devices and time,

accelerating today’s results and

tomorrow’s ambitions.

Lead

ManagementCustomer

AnalyticsReal-time

Personalization

Omni Channel

Marketing

Digital

Marketing

© 2016 IBM3

© 2016 IBM4

Real-time Personalization

“I want to dynamically serve up

relevant content, offers, and

recommendations.”

Real-time

Interaction

Management

Digital

Recommendations

Opportunity

Detection

To Maximize the Moment, Marketers Need to Act on Customer Profile Data and the Current Context of Each Interaction

© 2016 IBM5

IBM

INTERACT

context

profile

data

offer(s)

• blends segmentation, rules

& algorithms

• coordinates with outbound

and batch

real-time decision

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WELCOME

http://www.voluptatem.quia

OFFER

IBM Interact puts Real-time Personalization into the Hands of Marketers

Interact turns any real-time touchpoint into a channel for

personalized marketing messages© 2016 IBM6

© 2016 IBM7

IBM InteractCentral decision engine for personalized offer orchestration in real-time

Determine best offer

based on historical data

and current behavior

during the interaction.

Multi-channel inbound and

outbound offers to any

digital channel.

Performance at scale:

100Ks of concurrent

sessions, with response

times <0.1 seconds

Benefits to Using Interact

More targeted marketing opportunities by turning customer touchpoints into marketing channels

Better response/conversion rates from:

• Presenting offers when customers are ready to listen

• Increasing relevance of offers by considering context

Improved customer experience by:

• Increasing the value of inbound interactions

• Connecting inbound & outbound to create dialogues over time

Detailed view of IBM Interact

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 and event pattern

recognitionReal-time context

Customer profile data

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

global

Offers can be:

segment-level

individual-level

IBM Interact

offers

segment definitions

interaction history

Can use common:

© 2016 IBM9

Key to Interact’s Real-time Decisioning Process is its Ability to Recognize Event Patterns

real-time decisions

customerprofile current

context

patterns over time

The benefits of pattern recognition:

Without event patterns With event patterns

A customer visits an iPad product page.

A customer visits an iPad product page after visiting Kindle Fire and Samsung Galaxy pages.

An account holder calls about mortgage rates.

An account holder has made three calls about

mortgage rates.

© 2016 IBM10

IBM Interact Advanced Patterns Recognizes Rolling Patterns Over Time

© 2016 IBM11

PreviouslyWith latest

enhancements

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

customer

profile current

context

patterns

over time

that are

time-bound

Omni-channel Message Orchestration Powers Personalization for Every Customer, Across Engagements, In Real-time

Special pricing now available:

Aurora Road Racer 2014

Edition

Multi-channel message orchestration

within IBM Interact

Allows users to set up chained events

depending on eligibility and the event

pattern that fires

Easy to use UI for setting up

orchestration and relate communication

to event patterns

© 2016 IBM12

Advantages to IBM Interact’s Approach to Real-time Decisions

Stepwise approach increases control over the process

Offer flexibility allows for multiple audience levels

Blend of algorithms & manually-built logic gets best results

Inbound/outbound integration builds customer dialogs© 2016 IBM13

IBM Interact and IBM Campaign Together Enable You to Engage Across Any Channel

Integrated Real-time Interaction Management: IBM Interact (offers) and IBM Product Recommendations (product recs)

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WEB SITE

http://www.voluptatem.quia

OFFER prod recoffer

product category,product recs

example:

Benefit: makes personalized message more complete, more relevant, more compelling, driving more responses

© 2016 IBM15

Increase online conversions by presenting personalized offers to known and anonymous visitors

Provide call center agents with real-time data on each caller’s history

Help in-store/in-branch personnel engage customers on the spot

Present timely, relevant offers on ATMs during withdrawals & deposits

Use point-of-sale offers that align with ongoing marketing campaigns

Send personalized emails to loyalty program members

Send location-based messages to mobile devices that map to current campaigns

Deliver personalized messages in Facebook apps

How Marketers are using Interact

© 2016 IBM16

Real Results Across Multiple Industries

4x Revenue from website offers selected in real-time, not pre-calculated.

Banking 5% Increase in sales volume from web personalization

250% Increase in clicks per dayTravel &

Hospitality 400% increase in revenue per impression from web and transactional email personalization

Cross sell success rate increases from under 10% to more than 40% in call centers and retail shops

Telcom

Up to 50% in increase in offer redemption and customer click-thru on in-store and website channelsRetail

© 2016 IBM17

© 2016 IBM18

Telefonica | VivoReaches beyond demographics to target individual segments with the right offers -- all powered by

IBM Marketing Solutions.

30%Increase in revenue

generated from direct

marketing efforts

Increase in opt-in rate for

customers who receive

marketing messages5XIncrease in sales on

days that campaigns

are launched 70%

Learn more: http://bit.ly/telefonicastudy

ING Bank

17 3xWeek reduction in

campaign cycle times

Increase in

customer responses 35% Reduction in overall

marketing costs

© 2016 IBM19

Transforms their marketing effectiveness through a focus on personalization -- all powered by IBM

Marketing Solutions.

20 © 2016 IBM

Matrimony.comLeverages predictive analytics to help guide matchmaking with intelligent marketing – all powered by

IBM Marketing Solutions.

90%Faster deployment of

targeted marketing

campaigns 2mMembers with improved

outcomes of matchmaking

results thanks to more

powerful analytics

Learn more: http://bit.ly/matrimonycom

Vodafone QatarBuilds closer relationships with their customers based on highly personalized marketing -- all

powered by IBM Marketing Solutions.

3xIncreased

conversions from

campaigns 360° Degree view

of customers 3xMore effective at

driving up- and

cross-sell conversion

Learn more: http://bit.ly/vodafonestudy