© 2012 ibm corporation ibm enterprise marketing management (emm) and unica overview ibm emm
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© 2012 IBM Corporation
IBM Enterprise Marketing Management
To power the success of every marketing organization with innovative technology solutions
To power the success of every marketing organization with innovative technology solutions
Our Mission
Meeting the needs of:– Cross-channel marketers– Online marketers– Marketing servicesTwo deployment models:– On Premises– SaaS
The recognized leader in marketing software solutions
Meeting the needs of:– Cross-channel marketers– Online marketers– Marketing servicesTwo deployment models:– On Premises– SaaS
The recognized leader in marketing software solutions
Product Leadership
IBM’s Enterprise Marketing Management solutions offer proven web and customer analytics, event detection, cross-channel campaign management, interaction management, online
ad/search optimization, email marketing, and marketing resource management.
IBM’s Enterprise Marketing Management solutions offer proven web and customer analytics, event detection, cross-channel campaign management, interaction management, online
ad/search optimization, email marketing, and marketing resource management.
Our EMM Offerings
Over 2,500 organizations worldwide Tens of thousands of total users Extensive service offerings >200 partners
Over 2,500 organizations worldwide Tens of thousands of total users Extensive service offerings >200 partners
Customer and Partner Success
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© 2012 IBM Corporation
Marketing’s challenges…and opportunities
Channels proliferate…
Network of pages Network of people
The Internet evolves…
The consumer is in control…
The rate of change accelerates…
Marketing’s role must evolve…
Years to reach 50M users:
TV13 Yrs
TV13 Yrs
Internet4 Yrs
Internet4 Yrs
Facebook3 Yrs
Facebook3 Yrs
Tablet2 Yrs
Tablet2 Yrs
© 2012 IBM Corporation
Customers
Marketing’s Evolving Role
Awareness Demand GenerationConsideration, Preference, Transact
CustomerEngagement
Energized, Delighted,Fans, Broadcasters
Energized, Delighted,Fans, Broadcasters
Prospects
Customer Experience
Quality, Consistency, Convenience
Quality, Consistency, Convenience
© 2012 IBM Corporation
Enterprise Marketing Management (EMM) is the platform
EMM: a comprehensive suite that improves and integrates five critical processes
Managebudgets and processes
and measure results
Decideon the best action or communication
Deliverengaging messages and capture reactions
Collectdata that augments
each customer profile
Analyzedata to find
actionable insights
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© 2012 IBM Corporation
EMM flexibly addresses the needs of specific user groups
USER GROUP NEED EMM SOLUTION
Digital Marketing
Optimization
Digital marketers
Turn online prospects into repeat customers and loyal advocates
Marketing Interaction
Optimization
Customer relationship marketers
Engage each customer and prospect in a one-to-one dialogue across communication channels
Marketing Performance Optimization
Marketing leaders & planners
Improve marketing operations and planning to maximize marketing ROI
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Merchandising & sales planners
Price, Promotion, and Product Mix
Optimization
Align prices, promotions and product offerings to increase customer loyalty and profit
© 2012 IBM Corporation
Engage each customer and prospect in a cross-channel dialogue that builds upon their past and current behavior
IBM’s Enterprise Marketing Management Capability Framework
© 2012 IBM Corporation
IBM’s Enterprise Marketing ManagementComprehensive suite of marketing management capabilities
Facilitates collaboration and cross-channel planning, design, execution, and measurement.
Integrated Marketing Operations
Integrated Marketing Operations
AwarenessAwareness DecisioningDecisioning ExecutionExecution
Plans & Budgets
Plans & Budgets People &
Processes
People & Processes Data &
Assets
Data & Assets Measurement &
Performance
Measurement & Performance
Web and Digital Analytics
Web and Digital Analytics
Predictive Analytics
Predictive Analytics
Visual Exploration
Visual Exploration
Event Detection
Event Detection
SegmentationSegmentation
Offer Management
Offer Management
Real-time andBehavioral Targeting
Real-time andBehavioral Targeting
Interaction History
Interaction History
Contact Optimization
Contact Optimization
eMaileMail
Inbound Integration
Inbound Integration
Lead Routing and Monitoring
Lead Routing and Monitoring
Distributed Marketing
Distributed Marketing
Online Ad/Search Bid Management
Online Ad/Search Bid Management
Centralized Decisioning
Determine the best
message to extend in outbound
and inbound marketing channels.
Cross Channel
Execution
Deliver highly relevant
marketing messages and
retain a corporate memory of
interactions.Facilitates collaboration and cross-channel planning,
design, execution, and measurement
Customer Awareness
Leverage comprehensi
ve data to identify
opportunities and predict marketing outcomes.
© 2012 IBM Corporation
Where IBM Unica Campaign fits into the IBM Unica Enterprise Offering
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Operations
Awareness Decisioning Execution
Web & Digital Analytics
Event Detection
Predictive Analytics
Visual Exploration
Segmentation
Offer Management
Interaction History
Real-time, Behavioral Targeting
Contact Optimization
Inbound Integration
Lead Routing & Monitoring
Distributed Marketing
Search/ Display Ad
Management
Plans & Budgets
People & Processes
Data & Assets
Measurement & Performance
IBM UNICA CAMPAIGN
© 2012 IBM Corporation
What Is Unica Campaign?
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CAMPAIGN MANAGEMENT CAMPAIGN MANAGEMENT software: Used to plan, design, execute, measure and
analyze personalized marketing campaigns
Capable of managing all types of large-scale, multi-wave and cross-channel campaigns
Creates a “marketing system of record” for offers, segments and interaction history
Recognized best-of-breed functionality, scalability and record of customer success
Serves as integration hub for add-on modules:– Email marketing– Contact optimization– Real-time interactions– Distributed marketing
© 2012 IBM Corporation
Business Challenges Addressed by Unica Campaign
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Effectiveness of campaigns declining – need to INCREASE PRECISIONINCREASE PRECISION of targeting and better track what’s working and what’s not
Volume of campaigns growing – requires greater OPERATIONAL EFFICIENCY OPERATIONAL EFFICIENCY and best practice standardization
COMPLEXITYCOMPLEXITY of campaigns increasing (multi-wave, cross-channel, highly personalized) – harder to manage
Need to leverage data STORED IN MANY PLACESSTORED IN MANY PLACES
Need to REDUCE DEPENDENCE ON I.T. REDUCE DEPENDENCE ON I.T. to execute campaigns
© 2012 IBM Corporation
Recent Adoption Patterns – by Product
common starting point adoption considerations
• Something already in place?• Can you tag the site?
• Do you have “inbound channels?”
• Who controls the channels?
• Has Campaign created new bottlenecks?
• Do you have a top-down mandate or buy-in?
• Feeling the pain?• ESP contract or existing
investment in infrastructure?
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common next step
use more of Campaign:•Offer management
•Interaction history
•Strategic segments
•Custom macros
•etc.
most commonnext product
Coremetrics Web Analytics
© 2012 IBM Corporation
Product Dependencies
can be used standalone
but also has many
integrations with Campaign
can be used standalone
IMPORTANT: all products are positioned as being part of the integrated IBM Marketing Interaction Optimization solutionbut positioned and packaged
as usable stand-alone
Coremetrics Web Analytics
can be used standalone but also has some integration
with Campaign
can work with and
complement Interact
DE
PE
ND
EN
T
© 2012 IBM Corporation
EMM leader quadrant is a group of major players with IBM as the leader
Gartner CRM MCCM
© 2012 IBM Corporation15
A Broad Set of Vendors may “Compete” in a Given Deal
Marketing Operations Specialists
B2B Upstarts
Web Personalization & Offers
Web AnalyticsE-Mail SoftwareCRM/ERP Data & Analytics
Mid-Market EMM Email Deliverability Search Bid Mgmnt
© 2012 IBM Corporation
IBM’s EMM Solutions Drive Real Marketing Value
Improve customer loyalty:Reward Zone membership
doubled in 3 months. 17% profit increase
Reduce cycle time / boost efficiency:
Reduced campaign cycle times from 26 weeks per campaign to just 4 weeks
Improve marketing quality
Reduced late projects from 35% to 5%. Eliminated “trashed” projects.
Increase online conversions:On-site search conversion up 31%. Average order size for search up 5%
Increase volume thru automation:
Increased number ofcampaigns by 30x
Targeted ads increase revenue100% increase in coupon redemption
Large increase in revenue form new customers
2010 Unica, An IBM Company
© 2012 IBM Corporation17 17
Customer Profile
Unica Enterprise meets the needs of:–Cross-channel marketers–Online marketers–Marketing services–Online and bricks-and-mortar retail industry customers
Customer needs/pain points• Long campaign cycle time, slow time-to-market, and high costs of marketing campaigns. • Imprecise targeting of customers, resulting in low response rates & poor business results.• Poor reuse of customers’ past behavior to determine, over time, how to communicate with
them now & in the future. • One-off relationships with customers -- no loyalty, no lifetime value. • Abandoned shopping carts, with no way to recover potential sales therein. • Inconsistent experience for customers as they move between channels. • Scattered decision-making throughout different parts / different channels of marketing
organization.
Target Audiences– (VP, Director): Database Marketing, Direct Marketing, Internet Marketing, Relationship Marketing,
Field Marketing, Marketing Operations, Customer Experience–CIO/IT
Targeted Key Industries :Retail Finance
Telco Auto
High Tech Insurance
Life Sciences Media & Publishing
Travel & Leisure Brokerage & Investment
© 2012 IBM Corporation
Why marketers choose IBM Enterprise Marketing Management
Unmatched experience serving marketers
• Thousands of marketing organizations• Every major industry• On six continents
Broadest and deepest product functionality
• More modules than any other vendor• More capabilities within each module• Top ranks from analysts• Strategic commitment to marketing software
Groundbreaking vision for the future
• Integrating marketing and breaking down marketing silos• Blend of deployment options (SaaS, on-premise, hosted by partners)• Marketing as part of Smarter Commerce18
© 2012 IBM Corporation
Quick facts-
IBM’s Enterprise Marketing Management software empowers organizations and individuals to turn their passion for marketing into valuable customer relationships and more profitable business outcomes. These solutions integrate and streamline all aspects of online and offline marketing. Including customer and web, analytics ( Over 75% of uses some form today), centralized decisioning, cross-channel execution, online optimization, and marketing operations
Unica helps marketers can plan, design, execute, measure, and analyze multi-wave, cross-channel, and highly personalized marketing campaigns
IBM, Unica, and Coremetrics have a passion for customer success, as demonstrated by hundreds of satisfied customers a cross many industries and around the world.
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© 2012 IBM Corporation
With IBM Strong hold in the land of IT and EMM focus of the Marketing groups we are now able to gain mind share of marketing and IT leaders.
Marketing is undergoing a fundamental change as power shifts to the consumer, channels proliferate, competition intensifies, and marketing complexity grows.
The internet continues to transform how consumers buy and influence and how companies communicate with and service their customers.
A new marketing role is emerging. It is aware of the customers’ needs and facilitates customer experience with relevant and consistent messages across channels. New marketing is more collaborative and feels like a service.
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Quick facts-
© 2012 IBM Corporation21
Key products that drive results!
Unica Leads
Lead management solution focused on the delivery of quality leads in a timely manner.
Unica Detect
•Event detection solution focused on the Improvement of cross-sell and retention rates by detecting when customers are most receptive to offers.
© 2012 IBM Corporation22
Unica Campaign
• Along with outbound campaign management it will alone you to determine, in real time, the right message to present in inbound marketing channels.
Unica PredictiveInsight
• UPI is a key tool in building better customer relationships through more relevant interactions based on data mining and predictive modeling.
Unica eMessage
• Combined with campaign it adds email authoring and execution to the marketing campaign.
© 2012 IBM Corporation
Highest score for strategy
Highest score for current offering
Highest score possible (and only one) for application usability and administration
Highest score possible (and only one) for corporate strategy
The Forrester Wave is copyrighted by Forrester Research, Inc. Forrester and Forrester Wave are trademarks of Forrester Research, Inc. The Forrester Wave is a graphical representation of Forrester's call on a market and is plotted using a detailed spreadsheet with exposed scores, weightings, and comments. Forrester does not endorse any vendor, product, or service depicted in the Forrester Wave. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change.
The Forrester Wave is copyrighted by Forrester Research, Inc. Forrester and Forrester Wave are trademarks of Forrester Research, Inc. The Forrester Wave is a graphical representation of Forrester's call on a market and is plotted using a detailed spreadsheet with exposed scores, weightings, and comments. Forrester does not endorse any vendor, product, or service depicted in the Forrester Wave. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change.
IBM Web Analytics cited as a leader by independent research firm
The Forrester Wave™: Web Analytics, Q4 2011, Forrester Research, Inc., October 6, 2011
© 2012 IBM Corporation
Introducing the IBM Coremetrics Digital Marketing Optimization Suite
CustomerProfiles
Web Analytics DigitalMarketing Execution
+ +
A compelling experience throughout each customer’s digital lifecycle.
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© 2012 IBM Corporation
IBM Coremetrics LIVE Profile provides a complete picture of each customer’s lifetime interactions with your business
Customer Attributes
Social & Mobile
Off-line Interactions
Systems of Record
Traffic Sources
Lifetime Website Behavior
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© 2012 IBM Corporation
Web Analytics provides marketers with answers for increasing return on marketing investments
IBM Coremetrics Web Analytics
IBM Coremetrics Enterprise Analytics
IBM Coremetrics Impression Attribution
IBM Coremetrics Lifecycle
IBM Coremetrics Multichannel Analytics
IBM Coremetrics Social Analytics
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© 2012 IBM Corporation
IBM Coremetrics Web Analytics: the complete, cloud-based digital analytics engine at the heart of the Coremetrics Digital Marketing Optimization Suite
• Complete insights for marketers & power users
• Real-time KPIs and dashboards• Benchmarks• Mobile analytics• Deepest power-user analytics• and more. . .
• Embed analytics into your enterprise and digital eco-system
• Tag management and digital data exchange• Websphere integrations honed over years• Self-service data feeds
• Go from behavioral insight to automated marketing action with just a few clicks
• Granular visitor-activity warehouse, captured by IBM Coremetrics LIVE Profiles
• Fluid navigation connects Coremetrics Web Analytics to digital marketing applications
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Analytics for optimizing your web presences, marketing ROI and for
turning visitors into repeat customers and loyal advocates.
© 2012 IBM Corporation
IBM Coremetrics Benchmark: industry performance reporting versus peers and competitors
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Performance metrics for uncovering areas of opportunity, improvement or discovering trends in your industry.
• Performance analytics. Peer-level benchmarking metrics that deliver competitive data for industry-specific key performance indicators (KPIs).
• Aggregated and anonymous. The only solution to provide complete comparative metrics with no modeling or extrapolation.
• Flexible and timely reporting. Measure site performance competitively and historically with visibility into daily, weekly, monthly, quarterly or even annual data.
© 2012 IBM Corporation
IBM Coremetrics Lifecycle: customer milestone reporting that gives marketers more effective tools to cultivate high-value customers • Industry-unique analytics for
increasing customer value. Advance customers quickly from one milestone to the next.
• Analysis across multiple sessions. Use cross-session funnel analysis to understand which milestones most influence repeat visit behavior over time.
• Discover. Pinpoint key customer touchpoints that drive milestone progression.
• Marketing Automation. Re-target active visitors with automated, tailored email.
• Trending. Gain insight into time-to-reach milestones for better programmatic planning.
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Improve lifetime value by targeting each individual based on where they
are in the customer journey.
© 2012 IBM Corporation
Digital marketing execution empowers marketers to orchestrate a compelling experience throughout each customer’s digital lifecycle
IBM Coremetrics LIVEmail
IBM Coremetrics AdTarget
IBM Coremetrics Intelligent Offer
IBM Coremetrics Search Marketing
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© 2012 IBM Corporation
Coremetrics key information
Key benefit in value proposition: Helps Increase conversions and retention.
Improved top-line performance for the executive in the Coremetrics Financial Services customer profile.
Used as a deployment model to optimize online marketing.
Coremetrics is SaaS and can be called by other products.
Can be used with ILOG as part of the fulfillment phase of the EMM/ Smarter Commerce.
WebSphere Commerce and Coremetrics bridges marketing and selling.
Influenced by practitioners but buying decisions made by executives.
Advance customers by investing in marketing, content, and products
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© 2012 IBM Corporation
IBM leads the market for marketing technology solutions
IBM: LeaderThe Forrester Wave™: Web Analytics, Q4 ‘11
IBM: LeaderThe Forrester Wave™: Cross-Channel Campaign Management, Q1 ‘12
IBM: LeaderMagic Quadrant: Integrated Marketing Management, October 2011
IBM: LeaderMagic Quadrant: Multi-channel Campaign Management, May 2012
IBM: LeaderMagic Quadrant: Marketing Resource Management, February 2012
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© 2012 IBM Corporation
IBM Coremetrics LIVEmail: out-of-the-box ESP integration that leverages the power of customer insights to deliver targeted email campaigns
• Drive Conversion. Attract customers back during consideration cycle.
• Save money. Retarget only the appropriate audience.
• Automation. Automate targeted email programs via certified ESP partner network.
• Relevancy. Map email content & recommendations to visitor preferences.
• Advanced analytics. Rich segmentation and performance analytics.
Drive superior returns for your email marketing efforts.
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