customer engagement solutions. our evolution to date @brandmaster63 | #smartercommerce unified ibm...
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Our evolution to date
@brandmaster63 | #smartercommerce
• Unified IBM brand for customer engagement
• Customer engagement point of view
• IBM Interactive Experience
2Q2014
We’ve led the way in helping clients make the shift to continuous customer engagement, with many milestones along the way
Our value proposition
IBM ExperienceOne helps you attract, delight and maximize the lifetime value of customers by enriching the ways you engage with each of them
IBMConsider IBM Cross-Channel Marketing Optimization when MCCM is a strategic requirement. IBM's
offering supports a range of industries.
Source Gartner MCCM MQ 2014.pdf - G00250970
IBM has global reach and generated $99.75 billion in revenue in
2013.
Cross-Channel Marketing Optimization focuses on real-time
marketing, marketing performance management and usability on-
premises. Marketing Center, a SaaS option, provides digital
campaigns, email marketing, site personalization, tracking and
management. IBM has started bundling in merchandising and other
role-based offerings to simplify its growing portfolio. IBM Mobile
(formerly Xtify) supports mobile push marketing.
In 2014, IBM plans for additional partnerships with data
management platforms (DMPs) to integrate known and anonymous
data in areas like ad management. IBM has preintegrated API
partnerships with DMP BlueKai and other ad tech players, such as
DataXu, Turn, Google and Marin Software through IBM's Digital
Marketing Network. IBM will also expand its real-time and event
marketing for both on-premises and SaaS deployments.
References said they like IBM's breadth of offerings and integration
into a single platform.
eMessage
Xtify mobile messaging
Deliver
Campaign
Interact
Contact Optimization
Decide
Campaign
Analyze
Marketing Planning
Engagies customers in a one-to-one dialogue across channels by being able to…
Through its product portfolio, the Omni-Channel Marketing solution for customer relationship marketers
Marketing Operations
Interact
Contact Optimization
What is IBM Campaign?
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CAMPAIGN MANAGEMENT software:
Used to design, execute, measure and analyze outbound direct marketing campaigns
Capable of managing all types of large-scale, multi-wave and cross-channel campaigns
Creates a central repository for re-usable offers, segments and contact & response history
Recognized best-of-breed functionality, scalability and record of customer success
Serves as a platform for add-on modules:
– Email marketing [IBM eMessage]– Real-time interactions management [IBM Interact]– Contact optimization [IBM Contact Optimization]– Distributed marketing [IBM Distributed Marketing]
Simple overview of IBM Campaign
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communication channelscustomer data
IBM Campaign
(1) accesses customer data
(5) schedules runs & waves
(6) generates and delivers lists
7) tracks contacts and responses, attributes results
(2) manipulates data(3) selects & segments customers (4) assigns offers to customers
often replacing slow processes involving custom-
coded database queries
Key features of IBM Campaign
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Customer data access through Universal Data Interconnect (UDI)
Segmentation, targeting and campaign design through flowcharts
Ability to design & execute multi-wave, multi-channel campaigns
Central repository for re-usable offers and segment definitions
Complex customer data handling with audience-level switching
Key features of IBM Campaign – continued
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Campaign planning through target cell spreadsheet (TCS) interface
Multiple response attribution approaches to assess results
Complete contact and response history for each individual
Rich set of reports – both standard and configurable
Integration with IBM Digital Analytics to leverage online data
Highlight on Universal Dynamic Interconnect (“UDI”)
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Capability: Enables simultaneous access to multiple data sources located in various locations throughout the company
Benefit: Provides the flexibility to leverage all available marketing data reducing required IT support
Customer DB
Transient Data& Flat Files
Transactional SYSTEM
UDI
Highlight on flowcharts
15
Selection & Segmentation:
• Select target audience• Suppress groups• Create segments and
assign offers• Sample for testing
Highlight on flowcharts
16
Execution:• Schedule campaign runs• Send targets to IBM
eMessage• Generate output lists• Create contact history
Highlight on flowcharts
17
Tracking & Optimization:•Call predictive models (SPSS, PredictiveInsight, 3rd party)•Optimize contacts across campaigns (using IBM Contact Optimization)•Track responses and attribution
Highlight on flowcharts
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Tracking & Optimization:•Call predictive models (SPSS, PredictiveInsight, 3rd party)•Optimize contacts across campaigns (using IBM Contact Optimization)•Track responses and attribution
Highlight on flowcharts
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Benefits:• Graphical interface makes it easy to
create, audit and modify campaign logic
• Broad and flexible capabilities accommodate the most complex campaigns
Selection & Segmentation
Execution
Tracking & Optimization
Highlight on offer management and target cell spreadsheet
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OFFER MANAGEMENTCentral repository of offers to promote reuse
and consistencyOffers created based on templates with
standard and custom attributesOffer attribute values can be dynamically
generated for each campaign targetBenefit: simplifies management of complex campaigns
TARGET CELL SPREADSHEETCaptures all cell information in an accessible,
spreadsheet-like environment“Top-down” assignment of offers to cellsFacilitates campaign QC processes
Benefit: creates a collaboration workspace for campaign planning and development teams
Highlight on response tracking & attribution
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Response History
CLICKS
AttributionResponse types:•Direct
(exact, inexact)• Inferred•Custom
(e.g., viral)Attribution options:• First, Last• Fractional• Multiple
& other response
types
Action Table
CALLS
PURCHASES
REDEMP- TIONS
Benefits:• Flexible attribution options to fit any approach• Standard tools minimize need for custom work• Better insights into campaign performance
responses can also be made part of IBM’s cross-channel attribution methodology
or
Highlight on reporting
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•Many standard reports included— By campaign, channel, cell, offer and segment performance— Over time (day, week, month, qtr, yr), relative days, weeks,
months
•Allows report customization and new report creation
•Supports bursting and non-bursting, scheduling and notification
Benefits:• Increases insight into campaign
status and results• Improves marketing decision-
making• Provides every user with
information
What Is IBM Contact Optimization?
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CONTACT OPTIMIZATION software: Determines the optimal contact
strategy for each customer
Uses powerful, integrated algorithms
Balances business objectives and constraints with customer preferences and history
Achieves maximum overall marketing ROI while satisfying the need of individual product lines and businesses
Contact Optimization Functional Flow
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1. Design and run individual campaigns to generate proposed contacts2. Run the optimization session, review the results & adjust if necessary3. Trigger campaign completion to use optimized contacts
Contact Optimization
DContacts Customer ID
Campaign IDChannel IDOffer IDDate
CAMPAIGNS PROPOSEDContacts
Campaign Contact Optimization
CONTACTHistory
OTHERData
CONSTRAINTS BUSINESSRules
Contact Optimization
Combine on premise customer data with the flexibility of SaaS to create, optimize and deliver digital messages
More real-time integration with segmentation engine reducing the time to customers inbox
Improved one-to-one messaging b/c they're email engine is tied to their customer database/segmentation engine
Coupled with the best-in-class campaign mgmt solution
Engage with customers in real-time
Identify which platforms customers uses to read email and optimize for a one-to-one experience
Customer level intelligence to create personalized target communications
Improve email campaign quality with sophisticated content and social diagnostics
Fine tune email designs through comprehensive sets of proceduralized QA tools prior to production
Protect your brand by ensuring rendering integrity across platforms and devices
Gain peace of mind with ISP folder placement insight
Uncover & resolve delivery issues before deploying a campaign
Extensive domain coverage across regions and markets
Diagnostic tools and insights across all campaigns
Test & trend deliverability across templates and hone your message for maximum cross-channel impact
• Users choose movie preferences in a customized preference center• Targeted messages with ticket releases, new trailers, 3rd-party promotions,
and news about movies of interest are sent to users
Leading movie theater chain uses Preference-Based notifications
Customized Preference Center
Simple Notification
Rich Notification
Notification Inbox
Introducing IBM Interact
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Determines, in real-time, the best personalized message for each live customer interaction, especially “inbound” contacts
Can plug into any customer touch-point: Web site, call center, kiosk, point-of-sale, etc.
Personalization based on historical data and new information gained during the interaction
Connects and coordinates inbound marketing with outbound campaigns
Designed for easy usage and management (“so easy a marketer can do it”)
Can scale to meets the most rigorous performance requirements: 100,000s of concurrent sessions, response times < 0.1 sec
IBM Interact isREAL-TIME
INTERACTION MANAGEMENTsoftware
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DETAILS
http://www.voluptatem.quia/maliquam.html
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HOME PAGE
http://www.voluptatem.quia
Interact enables “inbound marketing”
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“Greetings” reason for call resolution[authentication]
hold time…
? ?
Inbound marketing: the presentation of personalized marketing messages during “inbound interactions” – when the customer or prospect chooses to contact you
Turns every customer touch-point into a channel for the kind of personalized marketing messages previously only delivered through outbound campaigns
CALL CENTER
WWW OFFER!OFFER
OFFER OFFER !
How Interact works – detailed
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final offer(s)
Records offer presentation and
response or non-response
Can be factored into self-learning for future scoring…
…and factored into future batch campaigns.
ARBITRATIONSelf-learning algorithm
or external model adjusts scores
revised offer list
and scores
ADD/REMOVE OFFERS
Adjust list of offers using white/black lists and suppression rules
candidate offers & scores
REAL-TIME LOGICUses combination of segmentation & rules
Real-time context
Customer profile
white lists, black lists
PRE-CALCULATED DECISIONS
Builds white lists and black lists
Data from real-time service calls
IBM Campaign
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WELCOME
http://www.voluptatem.quia
OFFER
globalOffers can be:
segment-level
individual-level
IBM Interact
offers
segment definitions
interaction history
Can use common:
IBM Interact (inbound) and IBM Campaign (outbound) together are an integrated, centralized decision-making capability
Collect
Analyze
Decide Deliver
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segmentsoffers
interaction history
attributionoptimization
outbound campaign management
real-time interaction management
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