IBM EMM Digital Marketing Optimization and Customer Experience Management with IBM Digital Analytics* and ealea!IBM Ecosystem Development* Formerly Coremetrics Web Analytics 2012 IBM CorporationAgenda2 Review of IBM Enterprise Marketing Management Capabilities IBM Digital Marketing Optimization Digital Analytis Digital Analytis !rod"t Overview and #se Cases Enabling yo"r appliation for IBM Digital Marketing Optimization $Digital Analytis C"stomer E%periene Management $ &ealeaf &ealeaf !rod"t Overview and #se Cases Enabling yo"r appliation for &ealeaf 2012 IBM CorporationEMM wit'in (marter CommereBuySourcing, controlling and procurement of goods and servicesMarketTargeted and personalized marketing across all customer interactionsServiceServicing customer needs across all interaction channelsSell Enables selling and fulfillment of products and services across all channelsMarketStrategyEngagementwww.ibm.com/smartercommerceSellServiceBuyInsightMarket 2012 IBM Corporation)Market* proesses and apabilities $ ena"le deep awareness with a #$%&degree insight a"out customers' and dri(e targeted' rele(ant marketing programs across channels that impro(e con(ersions and )OI*Market Customer Analytics Omni-Channel Marketin Omni-Channel Merchan!isin Optimi"ation Omni-Channel Customer Enaement I!enti#y opportunities an! pre!ict marketin outcomes Deci!e on the best messae or o##er to e$ten!% in any channel Deliver messaes an! retain a memory o# interactions Determine optimum pricin% #acilitate cross channel plannin% !esin% e$ecution an! measurement A!vance! analytics to continually improve marketin 2012 IBM CorporationIBM Digital Marketing is based on market$leading te'nologyEnterprise marketing managementEngage buyers in highly relevant, interactive dialogues across digital, social and traditional marketing channelsDigital MarketingMobile marketing optimizationOmnichannelMarketingCustomer Experience ManagementPrice, promotion and product mix optimization 2012 IBM CorporationEnterprise Marketing Management +EMM, is the marketin plat#orm to achieve Continuous Customer EnaementEMM: a comprehensive suite integratingfive critical marketing processes across all mediaManagemarketing processes and measure resultsDecideon the best marketing actionDeliverengaging messages and capture reactionsCollectdata that augments each customer profileAnalyzemarketing data to find actionable insightsPlatform Profile 2012 IBM CorporationOptimizing today-s online "stomer e%perienes re."ires bot' &uantitative and &ualitative digital analyti apabilitiesQuantitative!iital analytics'(What% Where% an! )o*+,Qualitative !iital analytics'(Why+,IBM Diital Analytics provi!es &uantitative insiht by capturin *eb site an! mobile interaction !ata an! provi!in easy to use inter#aces sho*in-.urchase #unnels/ealtime sales !ata0ra##ic #lo* throuh siteConversion benchmarks0ealea# provi!es &ualitative insiht by capturin% replayin% an! analy"in in!ivi!ual user interaction !ata sho*in- (In pae+ conte$t 'incl1 !ynamic personali"e! e$periences,All 2I interactionsError messaes !isplaye!I!enti#y impacte! visitorsC"stomer Analytis 2012 IBM CorporationB"siness senario Improving Conversion RatesDeliver ContentIdentify (egments/eed for/ew (egmentsAnalyze Cliks to (alesMarketin0eamMAR0E&(E11MAR0E&(E11MAR0E&(ER2ICEMAR0E&B"siness senario Abandoned s'opping art analysisAnaly"e /esultsAnaly"e Customer BehaviorChane .ricin3ement CustomerChane Checkout Flo*.romotione-commerce0eamB"y Market(ervie (ell3"ntional Ar'itet"re #se CasesCustomer AnalyticsWeb 4 3ocial AnalyticsCampain ManaementCase Manaement.ro!uct In#ormation.ricin.romotion/eal-time MarketinCataloOr!er CaptureCustomer E$perience.romotion Optimi"ation.romotion E$ecutionWorkflowCampain Manaement.rice Optimi"ation.rice E$ecutionMAR0E&(E11(E11MAR0E&MAR0E&(E11MAR0E&MAR0E&(E11IBM Digital Marketing Optimization Digital Analytis!rod"t Overview and #se Cases 2012 IBM CorporationDigital Analytis 0!Is and Reports ("pport Digital Marketing 4oals Digital Analytis 0!Is and Reports5 .ae 5ie*s Clicks Clickthrouh .ercent Clickthrouh /ank 3essionsIdentify and analyze website "sage be'avior to inrease visitor Con(ersion e(ents5 2ser reistrations .ro!uct purchases 3ubmittin revie*s% ratins% comments% blos% surveys% social me!ia interactions /eistrations #or ne*sletter% loyalty% coupons% etc61 /e&uests or !o*nloa! o# pro!uct !etail in#ormation% technical specs% vi!eos% etc61Digital Marketing 4oals Ma%imize "stomer "se of feat"res and layo"t t'at drive site visits6 'ig' val"e website ontent6 deepen "stomer engagement6 "stomer satisfation6"stomer lifetime val"e and brand loyalty .ercent o# 3ales /ank o# 3ales .ercent o# Or!ers Conversion /ankins an! .ercentae 2012 IBM Corporation77IBM ConfidentialMarketers useMarketers use dashboards dashboards to evaluate site performance relative toto evaluate site performance relative to generating salesgenerating sales or distributing information. or distributing information.Understand howUnderstand how products are selling products are selling How can I bookHow can I book more orders? more orders? Understand howUnderstand how visitors interactvisitors interact with the website with the website 2012 IBM Corporation12Digital Analytis m"lti$'annel view of ea' "stomer 2ni#yin online an! o##line in#ormation to create a true multi-channel vie* o# each customer Inclu!es- every source that brouht visitor to *eb site 'banner a!% email campain% a##iliate link% key*or!% ne*s article,1 Inclu!es- sources usin other opt-in i!enti#ications #or visitor in#o '#liht in#o% hotel room% ne*sletter sin-up% #orm reistration,1 Inclu!es- !etaile! o##line customer% pro!uct% event% an! cateori"ation !ata an! important bro*ser attributes1 5ery po*er#ul- supports a!vance! !ata analysis10he heart o# the plat#orm is our ompre'ensive 'istory o# customerbehavior.roprietary an! Con#i!ential to IBM1I2E!rofiles 2012 IBM Corporation Optimize marketing ampaigns wit' omplete insig'ts7 Manae to o##line conversion an! sales success by importin transactional !ata #nover "stomer opport"nities73ement behavior not 8ust anonymously but by importin reistere! customer attributes E%tend yo"r fo"s from lik to b"siness insig'ts7 Enhance analytics value by importin !ata% e11 On pro!uct an! pae characteristics% or marketin campain !etails% or any uni&ue !ata #or your business or in!ustryIBM Digital Analytis M"lti'annel5 brings in offline data to enri'yo"r digital analytis 13Discover hi!!en business insihts an! improve taretin *ith a more complete picture113 2012 IBM CorporationIBM Digital Analytis for (oial Media5 meas"re (oial ROI like any ot'er marketing 'annel and "nderstand brand engagement Brand Monitoring and Engagement1 0rack real-time conversations about your bran!s% pro!ucts an! competitors on Facebook% 0*itter% an! !o"ens o# other net*orks1 (oial ROI1 Monitor the e##ectiveness o# re#errals #rom 3ocial net*orkin sites an! the !o*nstream impact o# 3ocial impressions (oial Aggregation1 /oll up all conversation an! analysis by user-!e#ine! cateories an! business units to i!enti#y key in#luencers #or your bran!14I!enti#y the social campains that are !eliverin the reatest impact1 2012 IBM CorporationUsers can define and report on a variety of predictive online customer segments.Diretly aess IBMDigital Analytis data from wit'in IBM Cross$'annel Marketing Optimization Define groups of promising prospects in Digital Analytics and save for easy access from IBM Campaign, LIVEMail or AdTarget 2012 IBM CorporationC"stomer entri b"siness "se$ase5 ationable digital analytis 2n!erstan! *eb site an! marketin proram per#ormance to buil! customer pro#ilesMeasure social /OI relative to other !iital marketin e##orts9ain a more complete un!erstan!in o# the !o*nstream impact o# marketin e##orts0rack an! sement customer behavior over timeBenchmark per#ormance aainst peers an! competitors16:ink o##line *ith online behavior 2012 IBM CorporationCase (t"dy IBM C"stomer ("pport 8ebsite wit' !arat"re and Digital Analytis Integration IBM !eploye! Coremetrics thir!-party pae tas on their .arature-hoste! 3upport 3ites by applyin the tain A.I Inclu!e! pae names% cateories% search terms% Customer support chat sessions% technical support !ocuments an! various conversion events in their tain specs ;o* able to i!enti#y visitors an! visuali"e their click-paths across their IBM support sitesBeforeNo ability to track visitor click paths on their customer support sitesUnable to understand visitor intent and what their customers are really looking for No way to monitor significant changes to their data patternsAfterCan now identify upsell opportunities based on what visitors click onAble to improve Knowledge Base support content by identifying which ones lead to answers and which ones did notImprove usability of their support sites on a continuous basisParatures integration with Digital Analytics enables accurate capture of visitors click paths across online support sites to identify key upsell opportunities and to continuously improve the online user experience. 2012 IBM CorporationDigital Analytis "stomer be'avior data apt"re0as available to capture any !ata #or site visitor behavior analytics% ie- pae i!% #orm elements% pro!uct vie*% imae custom #iel!s ?avascript tas applie! to application or *ebsite content capture visitor behavior Diital marketers use 0a Manaer tool to apply IBM Diital Analytics pae tas to pae roups 2012 IBM CorporationDigital Analytis "stomer be'avior data apt"re)ome .ae.ae 5ie* 0a.ro!uct Bro*se.ae 5ie* 0a.ro!uct 5ie*.ae 5ie* 0a.ro!uct 5ie* 0a3hoppin BasketCheckout .aes.ae 5ie* 0aOr!er Con#irmation.ae 5ie* 0a3hop = 0a '.er Item,.ae 5ie* 0a3hop @ 0a '.er Item,Or!er 0a2ser Details.ae 5ie* 0a/eistration 0ao Customer ID 're&uire!,o Email A!!ress 'optional,o City 'optional,o /eion 'optional,o .ostal Co!e 'optional,o Country 'optional,o Attributes 'optional%custom,% ie- loyalty proram !ata% relate! pro!uct>M return on investment '/OI, *ithin the #irst three months o# !eployment% throuh-Increase! conversion ratesIncrease! averae or!er valuesImprove! online customer retention rates/e!uce! problem resolution timeAverage Deal (ize=!riingAverae !eal si"e #or ne* customers in E>77- 23D UEN>B% #ollo*-on UI>>B:icenseM return on investment '/OI, *ithin the #irst = months o# !eployment% throuh- Decrease in C3/ Averae )an!le 0ime /e!uctions in Web-relate! escalations Incremental revenue #rom converte! or!ers 'cross-sell