Template release: Jun 2014 Go to: ae1.usca.ibm.com:9081/WorkplaceXT/ContainerLogin.jsp ae1.usca.ibm.com:9081/WorkplaceXT/ContainerLogin.jsp

© Copyright IBM Corp. 2014, 2014 Course materials may not be reproduced in whole or in part without prior written permission of IBM.

IBM Mobile Customer Engagement Overview

© Copyright IBM Corp. 2014, 2014 2

This unit contains the following lessons:

Lessons in this unit

1. Introduction to IBM Mobile Customer Engagement

2. Introduction to IBM ExperienceOne products

3. IBM Mobile Customer Engagement Architecture and Components

© Copyright IBM Corp. 2014, 2014 Course materials may not be reproduced in whole or in part without prior written permission of IBM.

Lesson 1Introduction to IBM Mobile Customer Engagement


Lesson objectives

This lesson is designed to enable you to:Understand the Mobile MarketplaceUnderstand IBM Mobile Customer EngagementUnderstand the IBM Mobile Customer Engagement ChannelsUnderstand a use case for IBM Mobile Customer Engagement


Marketing to Mobile (1)

Mobile adoption in the marketplace continues to explode

5.6 Billion

Personal Devices Sold

1 TrillionConnected

Devices

41% CAGR Wearable Wireless Devices

2013 2014 2015



Mobile devices have changed how people spend their time and interact with a brand

Use multiple screens and channels and expect integrated experiences

Mobile shoppers take action after receiving messages

Mobile users keep their device within arm’s reach 100% of the time91%

75%

90%



Mobile is transforming marketing and presents a challenge to marketers:

More iPhones sold in one day than births worldwide More mobile channels to leverage and manage Major brands developing applications and mobile

strategies Increased investments in mobile advertising


IBM Mobile Customer Engagement Overview (1)

IBM Mobile Customer Engagement: Allows brands to employ marketer-focused tools and

services when engaging customers Has global experience with the enterprise and its mobile

Customer Relationship Management (CRM) needs Brands can message customers in the:

• right mobile channel• at the right time• in the right place• with the most relevant content

Offers marketers a way to influence intent, inform customers and learn about mobile users



IBM Mobile Customer Engagement: Offers the ability to send messages to mobile channels:

• Apps through push notifications (app pushes)• Web Sites through web notifications (web pushes)

Business model is Software-as-a-Service (SaaS) Serve markets of retail, travel, publishing/media &

entertainment, banking, government, Consumer Packaged Goods (CPG), and others



And what is the IBM Mobile Customer Engagement Difference?

IBM Mobile Customer Engagement is a proven, scalable technology platform that delivers mobile capabilities for targeted messaging

We do this by:• Providing great enterprise support and service• Providing the best segmentation and targeting in the market• Offering marketer friendly tools and services (including APIs!)• Listening to what our customers need and building accordingly


IBM Mobile Customer Engagement Channels (1)

IBM Mobile Customer Engagement supports multiple mobile channels including:

Mobile WebNotifications

Simple and Rich Push

Notifications for Mobile Apps

2) IBM Mobile Web Push (Web

Push)

1) IBM Mobile Push Notifications

(App Push)




Simple and Rich Push

Notifications for Mobile Apps

1) IBM Mobile Push

Notifications (App Push)

Encourage Mobile App usage

Introduce new promotions or products

Drive purchases Deliver Customer

Service Messages Reward Mobile App

Users




Mobile WebNotifications

2) IBM Mobile Web Push (Web

Push)

Dynamically trigger targeted notifications to drive the actions you want on your mobile website

Real-time segmenting, targeting and engagement of your mobile website visitors

Consistent experience across desktop, tablet, and mobile

Incorporate with Coremetrics reports, WebSphere Commerce, Digital Experience and more!



IBM Mobile Customer Engagement products enables multiple levels of customer engagement:


IBM Mobile Customer Engagement Multiple Channel Use Case

Personalized Silverpop email based on user attributes and

behavioral algorithmsUser researches various products &

receives web push notification

User clicks on link, and taken to personalized web

page

User retargeted with app push, receiving targeted info

for special event at store

User enters store, app detects location and

relays to brand database

9:42 AM

eMail

Personalized Content Website


Time Up !

Checkpoint questions

Select the correct answers1) Mobile adoption in the marketplace continues to __________.

A. declineB. even outC. grow

2) IBM Mobile Customer Engagement offers marketers a way to _________, __________, and __________.

A. influence intent, inform customers and learn about mobile usersB. communicate, challenge, and attract personal computer usersC. develop, deploy, and manage website development

A. True or False. IBM Mobile Customer Engagement supports multiple mobile channels.

A. TrueB. False

1) True or False. IBM Mobile Customer Engagement products are On-Premise.

1) True2) False


Checkpoint solutions

1) Mobile adoption in the marketplace continues to __________. C – Grow. In fact, more iPhones sold in one day than births worldwide

2) IBM Mobile Customer Engagement offers marketers a way to _________, __________, and __________.

A - influence intent, inform customers and learn about mobile users

3) True or False. IBM Mobile Customer Engagement supports multiple mobile channels.

True. IBM Mobile Customer Engagement supports multiple mobile channels, including:

1) Simple and Rich Push Notifications for Mobile Apps using IBM Mobile Push Notification (App Push)

2) Mobile web notifications using IBM Mobile Web Push (Web Push)

4) True or False. IBM Mobile Customer Engagement products are On-Premise.

False. IBM Mobile Customer Engagement products are Software-as-a-Service(SaaS) products.


Questions


Lesson 2 Introduction to IBM ExperienceOne


Lesson objectives

This lesson is designed to enable you to: Have an understanding of where IBM Mobile Customer

Engagement fits into the IBM ExperienceOne portfolio of products

Have an understanding of the value that the IBM ExperienceOne products provide our customers


IBM Mobile Customer Engagement is part IBM ExperienceOne

IBM Mobile Customer Engagement (Xtify) is part of the IBM ExperienceOne marketing portfolio

2Q20142Q2014


What’s IBM ExperienceOne?

IBM ExperienceOne – Bringing together IBM acquisitions into a single branded solution set

Unified IBM brand for customer engagement Customer engagement point of view IBM Interactive Experience

2Q20142Q2014


IBM ExperienceOne Value Proposition (1)

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



IBM ExperienceOne – Our work to integrate these solutions is just part of the continued investment IBM is making



IBM Mobile Customer Engagement (Xtify) – Resides under the Ignite and Grow Customer Relationships with Omni-Channel Marketing umbrella



IBM ExperienceOne – Is the only brand to empower marketing, merchandising, commerce and service leaders in the name of the customer

Provides solutions by business outcomes for faster and easier results

Ignites innovation with expertise to reinvent the ways you engage with customers



IBM ExperienceOne – Is the industry’s most comprehensive customer engagement portfolio

Hard Things Possible

Complex Things Easier

Simple Things Quickly

Eas

ier

to d

eplo

y

Eas

ier

to d

eplo

y

Mor

e fle

xibl

e

Mor

e fle

xibl

e

Skills required

Skills required


IBM ExperienceOne – New Capabilities

IBM ExperienceOne – New capabilities announced Q2 2014 empower marking, merchandising, sales and service to engage in real time

• Optimize and co-ordinate competitive pricing across stores and online channels with new Price Dashboard

• Easier creation, editing and management of promotion plans

• Deeper shopper insights through analytics of key shopper segment behavior

Lead-to-revenue services Real-time email execution Behavioral marketing with customer

behavior profiles and engagement mapping

Convert Digital Prospects To Loyal

Customerswith digital marketing

Maximize Sales, Profit And

Shopper Loyaltywith omni-channel

merchandise optimization

• Empowers business professionals to be creative and nimble

• Easy integration of dynamic real-time offers • Flexible cloud delivery options

Customer Digital

Experience

Deliver Empowering

Digital Experiences

with customer digital experience


Time Up !

Checkpoint questions

Select the correct answers

1) IBM ExperienceOne helps you attract, delight and maximize the __________of customers by enriching the ways you engage with each of them.

A. Mid term growth

B. Short term profit

C. Lifetime value

2) IBM ExperienceOne brings the __________ acquisitions into a single branded solution set.

A. Omni-Channel Marketing, Digital Marketing, and Real-Time Personalization

B. Coremetrics, Unica, DemandTec, Tealeaf, Xtify, and Silverpop

C. Omni-Channel Marketing, Digital Marketing, and Xtify

3) IBM Mobile Customer Engagement (Xtify) resides under the Omni-Channel Marketing umbrella.

True False


Checkpoint solutions

1) IBM ExperienceOne helps you attract, delight and maximize the __________of customers by enriching the ways you engage with each of them.

C - Lifetime value

2) IBM ExperienceOne brings the __________ acquisitions into a single branded solution set.

B - Coremetrics, Unica, DemandTec, Tealeaf, Xtify, and Silverpop

3) IBM Mobile Customer Engagement (Xtify) resides under the Omni-Channel Marketing umbrella.

True.


Questions


Lesson 3IBM Mobile Customer Engagement Architecture and Components


Lesson objectives

This lesson is designed to enable you to understand:How IBM Mobile Customer Engagement products workThe IBM Mobile Customer Engagement ArchitectureDeployment VariationsIBM Mobile Customer Engagement SaaS URLs


IBM Mobile Customer Engagement – How it Works

IBM Mobile Customer Engagement enabled applications will: Send data and events to our SaaS environment These data objects are then analyzed and may:

• Trigger notifications• Report back location updates• store metrics from notification/application actions


IBM Mobile Customer Engagement - Architecture(1)

A High Level Architecture Overview:


IBM Mobile Customer Engagement - Architecture(2)

The IBM Mobile Customer Engagement Physical System Architecture is:

• Scalable• Redundant• And Additional

Application servers can be introduced to support scale at every tier


Public Consoles

Public Consoles:• IBM Mobile Push

Notifications• console.xtify.com

• IBM Mobile Web Push• reactor.xtify.com


SDKs

SDKs:• Apple iOS

• Apple Push Notification Service

• Android• Google Cloud Messaging

• Windows Phone 8• Microsoft Push Notification Service

• Blackberry• Blackberry Push Services

• Mobile/Desktop Web• IBM Web Push and Inbox (Javascript

SDK)

9:42 AM

Native App Push

Web Push

Unified Native App APIs• Register New Devices• Receive Notifications• Send Location

Updates• Send Metrics


Public APIs (1)

Dropwizard (http://dropwizard.codahale.com/) Java framework for developing ops-friendly, high-performance, RESTful web services:

• Jetty, Jersey, Jackson• Application Metrics• Logging• YAML Configuration• JSON Payloads• Health checks• Administration Tasks• One JAR runs in every environment (Dev, QA, Prod)


Public APIs (2)

SDK APIs:• Registration – Processes incoming registrations and

updates• Metrics – Receives and queues incoming device metrics• Location Updates – Logs and queues incoming location

updates• Rich Message Retrieval – Returns rich message content

for pushes


Public APIs (3)

Management:• Web Console – delivers website and manages customer

configurations• Push Request and Scheduling – Sends notifications to

provider push services


Public APIs (4)

Reactor Console (reactor.xtify.com):• API Driven• Template defined pages – Freemarker Templates• Apache Shiro – Java Security Framework (integrated web

identity SAML2)


Active MQ

Active MQ:• Concentrator Topology

• Handles a large number of incoming connections with a smaller number of consumers

• All messages go on redundant producer brokers

• Queue processors connect to redundant consumer brokers

• ~100MM messages/day


Processing Engines

Processing Engines:• Running on Jboss AS7• Message Driven Beans

• Job Engine – Scheduling and running of customer campaigns

• Chronicle – Records send statistics and updates message cache

• Promotions Management – Processes Target rules

• Push Engines – Sends notifications to provider push services

• Stats Processor – Logs and aggregates incoming metrics

• Outgoing Service Calls – Metrics and Locations


Databases (1)

MySQL:• Quartz Scheduler – Running on

Amazon RDS• Notification Database – Legacy

database for storing notification configurations and application details

• Target Console Portal (Liferay) – Portal database managing layouts and user details


Databases (2)

MongoDB:• User – Stores all device records

and updates

• Deliveries – Tracks user level message deliveries

• Stats – Aggregation database

• Notification – Content configuration

• Location – Logs all location data

• Statistics• User ~500MM total ops/day

• Deliveries ~30MM total ops/day

• Stats – 140MM total ops/day

• Location/User Stats ~ 100MM total ops/day

5 Standalone Replica Sets4 Sharded Replica Sets27 Servers3 Members Per Replica Set (Primary, Secondary, Hidden Member)

RAID 10 – 4xEBS VolumesDaily EBS Volume Snapshots


Questions

Documents

Template release: Jun 2014 Go to: ae1.usca.ibm.com:9081/WorkplaceXT/ContainerLogin.jsp ae1.usca.ibm.com:9081/WorkplaceXT/ContainerLogin.jsp