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Ownedmedia
Earnedmedia
Price, promotion,
product
social media
PR
word of mouth
Webmobileemail
Ads
display
Googlesearch
mailATM
kioskPOS
store/branch
call center
radio
TVAds
outdoor
Companies have 3 main pillars of engagement that span paid, earned and owned media
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Earned media
Owned media
Price, promotion,
product
Owned
infor
ms P
aid
Paid placement in Earned
Connecting and coordinating channels creates continuous customer engagement
3
Earned
drives
Owned
…but the landscape is vast, diverse, fragmented and fast moving
The ubiquity of social and growth of paid media means that enterprises are racing to engage customers in these channels
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150+ certified partners in our ecosystem
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Demand SidePlatform (DSP)
Data Management Platform (DMP)
Ad Network
Search
Social
Attribution
Email Service Providers (ESP)
Voice of the Customer
Ad Serving
Social Media is made up of two main components:
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Social publishing is primarily broadcast (tweet, post to Facebook)
Simple uses handled by Email solutions (SP, ET, Responsys)
More complicated use cases involve multiple accounts, multiple social network, workflow, and more
• Platforms often do both publishing and analytics
• Social facts: # of followers, tweet count, location, birthday, gender
• Inferred social attributes: sentiment, interests, expertise, and influence.
• Mostly aggregate analysis; sometimes individual level detail
Social MediaAnalytics
Social MediaPublishers
AnalyzePublish
Paid Media is made up of two main components:
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A pure DMP has data management, but typically also enables clients to buy data, store data in the cloud, define audiences, enrich data (appends), and integrate with DSPs
DMP
• Most DSPs also have embedded DMP capabilities
• For both embedded DSP capabilities and the stand alone DMPs, rate cards and interfaces allow you to append data from within their interfaces.
• DSPs primarily help make programmatic media buys and real-time bids for ad targeting
• DSPs optimize spend based on set metrics, such as effective CPC and CPA
Demand Side Platform(DSP)
Data Management Platform(DMP)
DSPDMP
IBM Marketing Solutions connect and coordinate paid, earned and owned media
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1. Onsite Tag management with Digital Analytics Easily create tags for certified partners, such as social partners Create third party tags or site code Manage code deployment and monitoring
2. Syndicate data to paid media Events like cart abandonment (Digital Analytics) Audience selections for ad targeting (Campaign, Silverpop, Digital Analytics) Offers (Interact, Campaign)
3. Enrich data for customer engagement in owned channels
4. Conversion Reporting & Digital Attribution Understand the downstream impact of paid advertising and assign credit for
conversion
Tag management and client side data syndication
Server side data syndication though an API
Certified partner network
DDX facilitates the integration of Paid, Earned and Owned media
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DDX manages tags, which can be fired for a variety of events• Simple two-line code include for universal
container
• Easily create tags for Certified Partners
• Source data from JavaScript, DOM Objects, URL, HTML, meta data, cookies and apply custom modifiers
• Bind tags to DOM Events and JavaScript Functions
• Create any third party tag or arbitrary site code using JavaScript library includes and Code Snippets (embedded JavaScript or HTML code)
• Manage Code Deployment and Monitoring through Deploy, Rollback, Automatic Versioning, Version Compare, Version Merge, and Deployment Auditing features
• Select partner in UI
• Depending on the specific partner’s integration type, connect via API or deploy via tags
Data collected only once, via DDX tag manager, and then the API is able to syndicate those tags to partners
Partner tags
IBM DAData center
Partner 1Partner 2
Partner 3
Rather than firing another partner tag to collect data, which IBM DA is already collecting, partners can use the API to pull the data in near-real time
IBM tag
IBM DAData center
API
Partner 1Partner 2
Partner 3
IBM tag
DDX Server Side Syndication
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Using IBM® DDX, shared customers can deliver highly personalized display ads that keep customers engaged
Criteo, a leading display ad retargeting platform, is an IBM® DDX certified partner.
Shared customers can manage and deploy tags via the DDX interface for the purposes for syndicating audience segments directly to Criteo -- for real time use against display remarketing programs.
offer
Customer display ad offered served by Criteo based on cookie match
Customer display ad offered served by Criteo based on cookie match
DDX Tag Management Example: Criteo
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Syndicate data to paid media
2a. Syndicate offers for paid media• Real-time offer syndication from Interact to DMP or DSP via client side tag
management or server to server call (intention is to eventually deliver via a customer data exchange)
• Batch offer syndication from Interact or Campaign to DMP/DSP via flat file exchange
2b. Syndicate audience selections for ad targeting• Audience selection shared from IBM Marketing Solutions to DMP or DSP for
ad targeting of these exact users via flat file exchange• Look-alikes from IBM Marketing audience selections for ad targeting of
prospects by DMP or DSP
2c. Syndicate events to paid media (e.g. cart abandonment)• As page is loading through enterprise tag management• Server to server API connection (intention is to eventually deliver via a
customer data exchange)
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Publisher Website
1. Customer visits website2. Customer recognized or
receives website cookie
3. JS fired to data exchange to synch IDs between Interact and DSP cookie
4. Inter JS API fired to get offers through OMO. OMO routes to data exchange.
offer
8. DSP sends customer-level data through data exchange on offers served and click-throughs back to Interact for self-learning.
OMOCompany Website
6. Customer visits publisher web site
7. DSP places real-time bid to place ad for this user, if they win the bid, they serve the offer
5. Data exchange translates the ID to DSP cookie and routes to the DSP as the destination.
BIKESretro cruisers on sale this week.
10% off
Data Exchange
DSP
Syndicate offers from Interact to a DSP
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Enrich data for customer engagement in owned channels
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Company Website
Marketing DB3.a. Real-time data enrichment from a DMP to
improve Interact targeting, via custom Interact external callout
3.b. Batch data enrichment from DMP to improve Campaign/Interact targeting via flat file exchange (intention is to eventually deliver via a customer data exchange)
DMP
Understand the downstream impact of paid advertising and assign credit for conversion
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Digital AnalyticsDigital Analytics
Behavior Behavior AnalyticsAnalytics
Journey Journey AnalyticsAnalytics
Social Media Analytics
Predictive Analytics
Cognitive ComputingOnly IBM offers the full set of
tools to understand your customer’s experience and sentiment, and predict the best way to engage them
Performance Analytics
Paid and Earned integration enables deeper analysis to understand the effectiveness of the overall customer engagement strategy
IBM Tagging is a one-time setup process within Shoutlet, which allows links to be automatically tagged with DDX tracking data. Once setup, any shout that contains a shortened link will include DDX tagging when published to social destinations such as: Facebook, Twitter, G+ and more.
Create links to share that can be measured in IBM Digital Analytics
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Direct Mail Email Mobile SMS
OwnedChannels Commerce /
Web & Mobile POS/Kiosk
Mobile Apps
CRM/SFA/CC
Contact Optimization
Marketing Automation
Optimize
CampaignManagement
Campaign
Real-Time Personalization
Interact
Event Pattern Detection
OpportunityDetect
Marketing OperationsManagement
Marketing Operations
IBM Marketing Ecosystem (software technology)
Paid and EarnedChannels
Social Media
CustomerAnalytics
IBM Digital Analytics
IBM Experience
Management
SocialListening
PredictiveAnalytics
Digital Messaging Digital Marketing Mobile Engagement
Customer Engagement Channels
Data Sources
Marketing Data Mart
Enterprise DataWarehouse
Big Data
Journey Designer will help design engagements across all three media types and the ecosystem of execution solutions
IBM Journey Designer
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IBM Journey Designer – design experiences that will be executed by partner or other systems (e.g., launches Shoutlet)
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The customer data exchange facilitates seamless connectivity of customer identities and events across channels, apps and data sources
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Partner Network
• Shopping Cart
• Clickstream
• Email Engagement
• Email Optimization
• Journey Analytics
• Mobile Notifications
• Geofence
• Dwell
• Conversion
• Offer Interactions
• Struggle Events
• Customer Segments
• Contact Center
• AdTech
• Impressions & Clicks
• Clickstream
• Email Optimization
• Social Engagement
• Social Sentiment
• Voice of Customer
• Retargeting
• Contact Acquisition
• Identity Resolution
• Data Enhancement
• CRM
Data Exchange
IBM Marketing Solutions
A data exchange facilitates the rapid deployment of end-to-end solutions across a variety of systems
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Gamification
Social Media Analytics& Listening
Campaign Management
Digital Analytics
Social Publishing
Data Providers
Data Onboarding
Mobile Wallet & Apple Pay
Tag Management
Location Data
Presence Insights
Demand SidePlatform (DSP)
• Understand the paths of customers across interactions and touch points
• Captures customer events across channels
• Move beyond session based model of data
• Integrated with Experience Designer to design the journey based on past customer behavior
• Collects omni-channel data from UBX
• Journey analytics does not independently generate customer data
• UBX Publishers are the original source for customer event data
Journey Analytics will visualize customer interactions across paid, earned and owned media
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IBM’s Marketing Solutions connect and coordinate paid, earned and owned media
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1. Onsite Tag management with Digital Analytics
2. Syndicate data to paid media
3. Enrich data for customer engagement in owned channels
4. Conversion Reporting & Digital Attribution