© 2015 IBM Corporation

Consumer insights and engagement Delivering a differentiated brand experience

with precision marketing—driven by predictive analytics

© 2015 IBM Corporation 2

Challenges to consumer engagement success

24x7 availability of product information means

consumers can easily research and compare

products and prices

Social media provides a constant outlet for the

voice of the consumer

Mobile is the fastest-growing purchase channel

and is driving higher consumer expectations

Digital, social and mobile technologies have primed consumers to expect convenient, personalized interactions and fast, easy access to information.

© 2015 IBM Corporation 3

Micro-segmentation

Gain deeper insights and business intelligence to create personalized, rewarding consumer experiences

Mass personalization

Consumer relationship evolution

This “segment of one” approach enables deeper understanding,

helping you convert visitors into long-term, high-value consumers.

Individual

© 2015 IBM Corporation 4

Interaction

point

Purchase and

communication

channels

Consumer

intelligence

Personalized

marketing

Who am I?

What do I want?

When do I buy?

Where should I buy?

Who should I target?

What should I offer?

When should I offer?

Where should I offer?

Micro-segmentation is the foundation for personalized and

optimized marketing

Demand

moments

Engaging the consumer in a more direct one-on-one relationship

provides the opportunity to drive loyalty.

© 2015 IBM Corporation 5

Dramatic forces across the industry require new approaches to help

maximize profitability and ROI

To see how today’s consumers want to engage, click here to view

the IBM infographic Brand enthusiasm: More than loyalty

Traditional analytics can tell you what

happened and why, but leading organizations

are using advanced analytics to understand

what could happen and to choose the next

best action.

Marketing leaders are looking for

solutions that provide all the

available consumer data and the

advanced business analytics to

market with greater precision.

© 2015 IBM Corporation 6

IBM® Consumer Insights and Engagement integrates consumer

data, analytics and marketing systems of engagement

Integrate all consumer data sources to create a unified view

of consumer behaviors

Utilize predictive analytics across the enterprise to nurture

the consumer journey and power more personalized and

timely interactions

Deliver personalized, contextually relevant marketing messages

across all channels

Personalize consumers’ experience across all mediums:

web, social, call centers and more

It enables the ability to engage consumers at any point in time with messages reflecting the fact

that you really know them personally and individually.

For more information and to see how companies are using predictive analytics to engage customers

and drive results, visit: www.ibm.com/analytics/us/en/industry/consumer-products

© 2015 IBM Corporation 7

Drive brand loyalty and consumer engagement

Leverage existing capabilities without constraining

future flexibility

Take advantage of new data sources for differentiation

Deploy capabilities in an agile, cost-neutral way

The IBM Consumer Insights and Engagement difference

A unified view of the consumer fuels insights for personalization. Integrated

consumer data provides new insights to deliver quantifiable business results

while improving the brand experience.

© 2015 IBM Corporation 8

Capture and collect

Data collection delivers

an accurate view of

consumer transaction

attitudes, opinions

and preferences.

Analyze/predict/target Advanced analytics capabilities enable

brands to more effectively target consumers

for interaction, increasing response rates,

driving purchasing decisions, improving

results and enhancing the consumer

experience.

Execute and empower

Targeted and customized

interactions are delivered

through appropriate channels

at the brand’s discretion or

on demand.

Drive precision marketing with a high-performance consumer insights

and engagement ecosystem

Advanced consumer analytics

Robust data

collection

Highly

personalized

consumer

interactions

Statistics

Optimization

Data

mining

Text

mining

© 2015 IBM Corporation 9

More effective and efficient marketing

Improved transactional results

Strong consumer relationships

Enhanced top- and bottom-line results

Distribute highly relevant offers

across all channels, including

digital, mobile and social.

Understand consumers in the

context of their individual

relationships with your brand;

predict which consumers are at

risk of churning and why, and take

proactive action to retain them.

Engage with consumers through

the right channel, with the right

message, at the right time.

Measure consumer sentiment

and spot emerging trends in

social media and survey data.

The IBM Consumer Insights and Engagement difference

© 2015 IBM Corporation 10

Transformational stages

Build a

consumer

information

foundation

Understand

consumer

purchase

behavior

Optimize multi-

channel

interactions

Fully integrate

marketing, sales

and service

Valu

e

Maturity

Manage data

Optimize

outcomes

Personalize

marketing and

outreach

Becoming consumer-centric: How will you get there?

© 2015 IBM Corporation 11

Global beverage company

increases brand advocacy and

improves marketing

personalization and relevance

Challenge

• Aggregate numerous silos of consumer

and market data for a comprehensive

and trusted view of the consumer

• Leverage consumer behavioral insights

to increase loyalty program membership

Benefits

• Improve marketing effectiveness with

more real-time, relevant global

consumer communications; double

loyalty program membership

• Design and execute localized

promotions more efficiently with

improved returns on marketing spend

• Cloud-based solution for fast time to

market and scalability 11 11

© 2015 IBM Corporation 12

Luxottica applies 3D actionable

consumer insight to track,

segment and score consumers

Challenge

• No integrated consumer view

• Multiple analytical approaches

• Costly service structure

• Slow to insight and action

Solution

• Consumer Insight Appliance: IBM®

PureData® Solution for Consumer Insight,

powered by IBM Netezza® and Aginity

Benefits

• 10% anticipated improvement in marketing

effectiveness

• Intelligent, self-serve marketing

• Identify highest-value consumers out of

nearly 100 million

• Target individual consumers based on

unique preferences and histories

© 2015 IBM Corporation 13

To see how today’s consumers want to engage, view the IBM

infographic Brand enthusiasm: More than loyalty:

http://www.ibm.com/common/ssi/cgi-

bin/ssialias?subtype=WH&infotype=SA&htmlfid=GBL03043USEN&att

achment=GBL03043USEN.PDF

For more information and to see how companies are using predictive

analytics to engage customers and drive results, visit:

www.ibm.com/analytics/us/en/industry/consumer-products

© 2015 IBM Corporation 15

Legal Disclaimer

• © IBM Corporation 2015. All Rights Reserved.

• The information contained in this publication is provided for informational purposes only. While efforts were made to verify the completeness and accuracy of the information contained

in this publication, it is provided AS IS without warranty of any kind, express or implied. In addition, this information is based on IBM’s current product plans and strategy, which are

subject to change by IBM without notice. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, this publication or any other materials. Nothing

contained in this publication is intended to, nor shall have the effect of, creating any warranties or representations from IBM or its suppliers or licensors, or altering the terms and

conditions of the applicable license agreement governing the use of IBM software.

• References in this presentation to IBM products, programs, or services do not imply that they will be available in all countries in which IBM operates. Product release dates and/or

capabilities referenced in this presentation may change at any time at IBM’s sole discretion based on market opportunities or other factors, and are not intended to be a commitment

to future product or feature availability in any way. Nothing contained in these materials is intended to, nor shall have the effect of, stating or implying that any activities undertaken by

you will result in any specific sales, revenue growth or other results.

• Performance is based on measurements and projections using standard IBM benchmarks in a controlled environment. The actual throughput or performance that any user will

experience will vary depending upon many factors, including considerations such as the amount of multiprogramming in the user's job stream, the I/O configuration, the storage

configuration, and the workload processed. Therefore, no assurance can be given that an individual user will achieve results similar to those stated here.

• All customer examples described are presented as illustrations of how those customers have used IBM products and the results they may have achieved. Actual environmental costs

and performance characteristics may vary by customer.

• IBM, the IBM logo, ibm.com, and PureData are trademarks of International Business Machines Corporation in the United States, other countries, or both. Netezza is a trademark or

registered trademark of IBM International Group B.V., an IBM Company.