1. No category

IBM ExperienceOne
Customer engagement solutions
Rome January 2015
Private and Confidential
Our evolution to date
We’ve led the way in helping clients make the shift to continuous customer engagement, with many
milestones along the way
3Q2014
• Unified IBM brand
for customer
engagement
• Customer
engagement point
of view
• IBM Interactive
Experience
@brandmaster63 | #smartercommerce
Source Gartner MCCM MQ 2014.pdf - G00250970
IBM
Consider IBM Cross-Channel Marketing Optimization when MCCM is a strategic requirement. IBM's offering supports a range of
industries.
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.
Through its product portfolio, the Omni-Channel Marketing solution for
customer relationship marketers
Engagies customers in a one-to-one dialogue
across channels by being able to…
Marketing
Planning
Marketing Operations
Analyze
Decide
Campaign
Campaign
Contact Optimization
Interact
Contact Optimization
Deliver
Silverpop
Xtify mobile messaging
Interact
What is IBM Campaign?
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:
–
–
–
–
5
Email marketing [IBM eMessage]
Real-time interactions management [IBM Interact]
Contact optimization [IBM Contact Optimization]
Distributed marketing [IBM Distributed Marketing]
Challenges IBM Campaign buyers typically need to
address
Effectiveness of campaigns is declining – need to
INCREASE PRECISION of targeting and better track what’s working
Volume of campaigns growing – requires greater
OPERATIONAL EFFICIENCY and best practice standardization
COMPLEXITY of campaigns is increasing (multi-wave, cross-channel, highly
personalized) – harder to manage
Need to leverage DATA STORED IN MANY PLACES
Need to REDUCE DEPENDENCE ON I.T. to execute campaigns
6
Simple overview of IBM Campaign
customer data
(1) accesses
customer
data
often replacing slow
processes involving
custom-coded
database queries
7
IBM Campaign
communication
channels
(2) manipulates data
(3) selects & segments customers
(4) assigns offers to customers (5) schedules
runs & waves
(6) generates and
delivers lists
7) tracks contacts and
responses, attributes
results
Key features of IBM Campaign
Customer data access through Universal Data Interconnect (UDI)
Segmentation, targeting and campaign design through flowcharts
Ability to design & execute multi-wave, multi-channel campaigns
Complex customer data handling with audience-level switching
Central repository for re-usable offers and segment definitions
8
Key features of IBM Campaign – continued
Campaign planning through target cell spreadsheet (TCS) interface
Complete contact and response history for each individual
Multiple response attribution approaches to assess results
Rich set of reports – both standard and configurable
Integration with IBM Digital Analytics to leverage online data
9
Highlight on Universal Dynamic Interconnect (“UDI”)
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
UDI
Customer DB
Transactional SYSTEM
Transient Data
& Flat Files
10
Highlight on flowcharts
11
Highlight on flowcharts
Selection &
Segmentation:
• Select target
audience
• Suppress groups
• Create segments and
assign offers
• Sample for testing
12
Highlight on flowcharts
Execution:
• Schedule campaign runs
• Send targets to IBM
eMessage
• Generate output lists
• Create contact history
13
Highlight on flowcharts
Tracking & Optimization:
•Call predictive models (SPSS,
PredictiveInsight, 3rd party)
•Optimize contacts across
campaigns (using IBM
Contact Optimization)
•Track responses and attribution
14
Highlight on flowcharts
Tracking & Optimization:
•Call predictive models (SPSS,
PredictiveInsight, 3rd party)
•Optimize contacts across
campaigns (using IBM
Contact Optimization)
•Track responses and attribution
15
Highlight on flowcharts
Selection &
Segmentation
Execution
Tracking &
Optimization
Benefits:
• Graphical interface makes it easy to
create, audit and modify campaign logic
• Broad and flexible capabilities
accommodate the most complex
campaigns
16
Highlight on offer management and target cell
spreadsheet
OFFER MANAGEMENT
Central repository of offers to promote reuse and
consistency
Offers created based on templates with standard
and custom attributes
Offer attribute values can be dynamically
generated for each campaign target
Benefit: simplifies management of complex
campaigns
TARGET CELL SPREADSHEET
Captures all cell information in an accessible,
spreadsheet-like environment
“Top-down” assignment of offers to cells
Facilitates campaign QC processes
Benefit: creates a collaboration workspace for
campaign planning and development teams
17
Highlight on response tracking & attribution
Benefits:
• Flexible attribution options to fit any approach
• Standard tools minimize need for custom work
• Better insights into campaign performance
CLICKS
Attribution
CALLS
PURCHASES
REDEMPTIONS
& other
response
types
Action
Table
or
Response types:
• Direct
(exact, inexact)
• Inferred
• Custom
(e.g., viral)
Response
History
Attribution options:
• First, Last
• Fractional
• Multiple
responses can also be made part of
IBM’s cross-channel attribution methodology
18
Highlight on reporting
•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 decisionmaking
• Provides every user with
information
19
Distribution Across Databases & App Server
Target Channels
Direct Mail
E-Mail
Vendor
Website
Campaign
Other Cust
Touchpoints
UDI
Operational
CRM
Other Mart
Online Data
File-based
Transactional
Transactional Systems
Systems
System
Tables
Analytics
Tables
Marketing Datamart
Reporting
Reporting&
& BI
BI Tools
Tools
Campaign Tables Inside Datamart
Other
Application
Contact Optimization Functional Flow
1.
Design and run individual campaigns to generate proposed contacts
2.
Run the optimization session, review the results & adjust if necessary
3.
Trigger campaign completion to use optimized contacts
CAMPAIGNS
PROPOSED
Contacts
CONSTRAINTS
BUSINESS
Rules
Contact Optimization
CONTACT
History
Campaign
21
OTHER
Data
Contact Optimization
Contact
Optimization
D
Customer ID
Contacts
Campaign ID
Channel ID
Offer ID
Date
Individualized email messaging increases engagement
1
3
Subject Line Personalization
2
Personalized Content
3
Dynamic Subject Lines
4
Individualized Content Lists
5
E-commerce-driven Personalization
6
Website-driven Content
7
Send Time Optimization
7
8
4
1
2
5
6
9
First name personalization
Name and contact info for each customer’s personal rep
The subject line changes based on the type and
duration of club membership
For any customer who has purchased two or more items in
the last 90 days, list each purchase with review links
Display totals and other engaging content to drive
follow-on purchases
Directly track each customer’s Web activity and
prompt them to visit new areas of the site
The message arrives in each individual’s inbox at precisely
the time that individual is most likely to check email
Data-driven Dynamic Image
8
Image is selected based on demographic and profile info
Score-driven Dynamic Offer
9
Discounts/prices vary by social influence and time since last
purchase
Program automation drives interactions at scale
3
1
Marketers can visual build the content and
cadence for the automated campaign
including email, direct mail, tele-sales, and
lead routes.
1
2
Communication steps
2
3
Decision diamonds
Easily add business criteria to determine
when and which path each individual will
move down.
Advanced processing (global, track,
step)
Extensive capabilities drive real-time
interactions and external systems - Filter,
route, update, Sync with CRM, add to CRM
campaign, or End Track contacts
4
4
Hyper individualized content
Dynamic content, relational table content,
behavioral content, real-time content and
send time optimization are available in each
step
23
Behavior-based business rules create personalized
interactions
Email Behaviors
Opens, Clicks, Sent or not sent, in
any given time window.
Web Analytics Integration
WA data feed – search, shopping
cart, page level
Relational Data
Ecommerce, In Store
Social Feed
Mention, Follow, RT in given time
window
Silverpop Native Web Feed
Site visits, page visits, Custom
web behaviors
Push notification Messages
Send simple and rich messages
Customized Preference
Center
Simple Notification
Rich Notification
Notification Inbox
•
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
Introducing IBM Interact
IBM Interact is
REAL-TIME
INTERACTION MANAGEMENT
software
 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
28
Interact enables “inbound marketing”
Inbound marketing: the presentation of personalized marketing messages
during “inbound interactions” – when the customer or prospect chooses to contact you
http://www.voluptatem.quia
http://www.voluptatem.quia/maliquam.html
DETAILS
HOME PAGE
blank
OFFER
WWW
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eius modi tempora incidunt ut
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quaerat
OFFER
?
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OFFER
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“Greetings”
reason
for call
resolution
?
OFFER
CALL CENTER
Turns every customer touch-point into a channel for the kind of personalized
marketing messages previously only delivered through outbound campaigns
29
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!
Customer Segmentation
Take input from realtime channel.
Look at customer
value segments
Segment Customer
on Product Interest
Evaluate Customer
Search-Term to
Understand Interests
Align customer to
segments for treatment
strategy
Setup market
A/B test
Eligibility
Rule
Example
Offer Attributes
Eligibility Rules
Marketer Score
(Real-time Learning
Enabled)
Offer , Message,
Promotion.
Behavioral Targeting
Segment
Offer Zone, Call Center,
Web Page, Etc.
Managing Offer Strategies
How Interact works – detailed
Can use common:
segment definitions
offers
Data from realtime service calls
IBM Interact
Customer
profile
http://www.voluptatem.quia
OFFER
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Uses combination of candidate
segmentation & rules offers &
scores
Events
WELCOME
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Records offer
presentation and
response or
non-response
PRE-CALCULATED
DECISIONS
REAL-TIME LOGIC
Real-time
context
final
offer(s)
ARBITRATION
Self-learning algorithm
or external model
adjusts scores
Outbound
Campaign
interaction history
Builds white lists
and black lists
ADD/REMOVE
OFFERS
white lists,
black lists
Adjust list of offers
using white/black lists
and suppression rules
revised
offer list
and scores
Offers can be:
global
segment-level
Can be factored into selflearning for future scoring…
individual-level
…and factored into
future batch campaigns.
IBM ExperienceOne Architecture
Application Servers
Clients
Backend Servers
Datastores
Predictive
Analytics
Platform System
Tables
Campaign
Management
UDI
Campaign
Management
(Analytics)
Realtime
Decisioning
(Design)
Marketing Resource
Management
System Tables
Outbound
Realtime
Decisioning
Realtime
Decisioning
Platform
Load Balancer
Website
Enterprise Servive Bus
Call Centre
HTTP Deployment
Realtime
Decisioning
Realtime System
Tables
Real-Time
Customer Profiles
Offer Lists
RTA
Custom Self Learning
Clients
IBM Campaign
IBM Interact
Runtime Servers
IBM Marketing
Operations
IBM SPSS
IBM InfoSphere
Streams
Runtime Datastores
Real-time Interaction History
Campaign
Management
+ Realtime
Decisioning
System Tables
Marketing
Resource
Management
Inbound
Other Data Sources
Customer Offer Whitelists
Platform
Browser
Customer &
Marketing Data
Interact Reference Architecture