© 2015 IBM Corporation IBM Marketing Solutions Updates and Roadmap Elena Sangalli IBM Marketing Solution Technical Sales

© 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


• 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


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


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


IBM Campaign & BigData Roadmap


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


IBM Interact Updates


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


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


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.


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


Marketers can then use these event patterns in segmentation logic

h


Event Patterns


Event Pattern Report

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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


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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

2

1

3

Events

Event trigger received

Call Interact to get best offer

Send offers

Events

hi


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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

2

1

3

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


Delivery Channels Natively Integrated in the framework



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


Send simple and rich messages


Deliver location triggered messages, to reach your customers at the right place and right time



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

1 3

4

5

6

2

9

8

7

1

2

3

4

5

6

7

8

9

Advanced email marketing features


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Advaced SMS options


Marketing cloud and Marketing enterprise platforms


Solutions to meet the needs for all Marketers


Marketing enterprise framework



Data


Event-based

Marketing

PLAN / MANAGE


UNDERSTAND

Analyze data to find actionable insights

COLLECT


DESIGN / DECIDE

Decide on the best offer, action orcommunication for each customer

ENGAGE



ENGAGE


The future components of Marketing enterprise

PLAN / MANAGE


UNDERSTAND

Analyze data to find actionable

insights

COLLECT


DESIGN / DECIDE

Decide on the best offer, action or

communication for each customer



Data


Event-based

Marketing

EXPERIENCE DESIGNER

Journey Mapping / Workflow

UBXPub / Sub

API

API

PCI



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


New Peretz User Interface


Journey Designer


New for 2015!




Journey Analytics




Universal Behavior Exchange (UBX)


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.



IBM & Facebook Agreement


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


Documents

© 2015 IBM Corporation IBM Marketing Solutions Updates and Roadmap Elena Sangalli IBM Marketing Solution Technical Sales