Allocadia and IBM Commerce Overview

IBM Marketing Cloud & Allocadia

Marketing Performance ManagementIBM Customer Engagement Solutions

Customer Engagement Solutions

IBM Marketing Solutions

Customer Engagement Framework

Allocadia for IBM Marketing

Budgeting & Planning Capabilities

Questions

Agenda


IBM Marketing Solutions

IBM Marketing

Software

IBM Marketing

Cloud

Rapid time to value

Subscription based

Multi-tenant SaaS

Robust integration platform

Highly scalable

Deployed on premises

Shared

Capabilities

IBM Journey Analytics

IBM Journey Designer

IBM Universal Behavior

Exchange

Budgeting and Planning powered by Allocadia

Customer Engagement

Framework


Together with our clients we defined a framework for marketing

OPTIMIZE

Your Performance

LISTEN

For Universal Behaviors

BUILD

Marketing Content

DESIGN

Customer Experience

UNDERSTAND

Your Customers

PLAN

Your BudgetENGAGE

Across All Channels


Customer Engagement Framework

• 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

• 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

• Identify preferences

• Understand customer journeys

• Define market segments

• Assemble and manage creative

offers

• Understand use/reuse of creative

offers

• Ability to test (A/B or MVT)

Allocadia for IBM

Marketing Solutions


Ann

Customer Experience Designer

Patty

Marketing Operations PlannerEdward

Performance Analyst

Patty adjusts the budget to allocate the right amount to a customer experience targeted specifically towards the Top tier

active women market segment as part of the Sleekfit 2.0 launch. She can then add it to her forecast and track the actual expenses

and tie it to the overall Sleekfit 2.0 plan.

Edward can see what experiences led to an improved return on marketing investment. He can drill down and see that the Tip Tier Buyer segment

grew almost 30% vs the predicted 15 % which drove a total revenue increase for city cool by 15%

overall.

Ann can now create a storyboard tied to that

budget along with market segment and business goals

to focus her interactions with her customers

The Story

Customer Engagement Solutions 9

Patty is responsible for managing marketing investments and

aligning them to targets across the organization

Her goal is to ensure that budgeting and planning for marketing

is successful and updated in real time

“It would be great if I could instantly know the return on

investment for every customer experience and interaction.”

Patty, Marketing Operations Planner

Patty’s

Challenges


#2 Integration

#1 Integration

#3 Integration

SegmentsFrom Campaigns to Allocadia

To view spend by segment

• Choose 1 of 3 Connectors in Starter Pack

• Additional annual subscription for connectors to 3rd party finance, ERP, Social, CRM systems, PO system

Spend & ObjectivesFrom Allocadia into Journey Designer

To view spend & objectives by

“journey experience”

IBM/Allocadia Integration

Returns DataFrom Silverpop to Allocadia

For cost-per and RIO Analytics (views,

submissions,

clicks, conversions,

revenue)

Budgeting & Planning

Capabilities


The Path To Marketing Performance


Plan Your Budgets Distribute and monitor budget allocations Recommend reallocations based on customer experiences Easily report results

Recommend revenue targets Expense per segment / program / campaign Assign tracking codes across all stages

Manage marketing plans & budgets with task due

dates and automated reminders

Conduct reviews & approvals online with

annotations and mark-up

Increase visibility into marketing operations

with powerful & flexible reports


Allocadia Core Capabilities

Planning Budgeting Performance

Create and share plans to align

corporate strategy, forecast

return on investment and

predict revenue impact.

Create and manage global budgets

in any currency without

cumbersome, disconnected

spreadsheets whether global,

regional or product-centric.

Visualize, analyze and optimize

spend. Make smarter decisions

when you connect your plans and

budgets to your CRM, finance and

marketing data.


Allocadia Features and BenefitsConnect to Marketing ResultsSync CRM and marketing automation platforms and get clarity on your marketing return on investment

Quickly Answer Business QuestionsDelivery of powerful dashboards and reports to help quickly address C-Suite’s questions on forecasts or marketing contribution

Activate Your Revenue-driven Marketing TeamTrack all investments and results in one place to help your team go beyond reporting to understanding the ultimate marketing goal –predicting revenue.

A System of Record for Marketing TeamsComplete visibility into marketing performance by combining operational marketing data to different systems such as CRM and ERP

Say Goodbye to SpreadsheetsA familiar Excel-like interface that is easy to use, but avoids the inevitable errors

Get Visibility into InvestmentsSolution: Ability to track everything about your spend –forecasts, commits and actuals – and consolidate with Purchase Order and invoice data

Make Marketing Plans StrategicBuild marketing plans that link marketing spend to strategic objectives

Collaborate Without ChaosEnsure alignment on marketing priorities by including the people who actually own budgets in the planning process and combine top-down plans with bottom-up detail


Access Your Budget Quickly and Easily


Ensure Marketing Spend is Optimized


Easily Build and Manage a Team’s Budget


Align to Silverpop Campaigns


Allocadia Today

“Allocadia is gaining mind share for its financial and performance management capabilities with clients,

and is growing its partner network.”

130+ Global customers Thousands of users Billions of Marketing Investments managed

Powering the IBM Marketing Cloud with Marketing Performance Management


“Enterprise” On-Boarding: Timeline & Resource GuidelinesCustomer Resource

Customer Role Implementation Steps** Allocadia Resource

Allocadia Role During Onboarding

1. Investment:Planning

2. Investment: Actuals

3. Performance: Plan and Measure

Project Owner • Project management• Change management• Decision facilitation

4 to 8 hours/week 4 to 8 hours/week 4 to 8 hours/week Professional Services Consultant

• Project management• Business analysis• Product expertise• Best practice• Build & configuration

Marketing Operations

• Subject matter expert input• Represent operations and end user

requirements

4 to 8 hours/week 4 to 8 hours/week 4 to 8 hours/week Customer Success Manager

• Subject matter expertise• Best practice• Customer advocacy

Finance • Subject matter expect input• Assist with ERP/BI extracts

2 to 4 hours/week 4 to 8 hours per week Ad hoc Product Manager • Product expertise• Future product roadmap• Enhancement possibilities

IT • Provide ERP/BI extracts and FTP setup, etc.

Ad hoc 4 to 8 hours/week Ad hoc Account Executive / Manager

• Commercial/contractual arrangements• Future needs

Marketers and Admin (Users)

• Advance pre-reading for direct project team

2 to 4 hours Training Lead • Customized user training materials• Product documentation and guides• Individual training plans• Live and recorded, customized training sessions• Webinar training for all end users 1 to 2 hours

• Webinar training for all admin users 2 hours

Typical Implementation Person Days/Step 12 to 20 person days plus user training

12 to 20 person days plus user training

8 to 15 person days plus user training

Typical Estimated Timeline/Step 6 to 8 weeks 4 to 6 weeks 4 to 6 weeks

Ongoing (with Purchase of Allocadia Assist)

Customer Success Manager and Support

• Business Value analysis• Priority tech support• Reporting/dashboard modification

**NOTE: Your specific project will vary. Scoping document will set specific timelines and resources.


“We can easily and efficiently relocate spend. No more scrutinizing spreadsheets.”– Suzanne Blankenstein, Channel Marketing, Arc’teryx

“Now we have real data and facts to support big decisions.”– Chethan Chandra, Senior Manager of Business

Operations, VMware

23

Q & A


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