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© Copyright IBM Corp. 2014, 2014 Course materials may not be reproduced in whole or in part without prior written permission of IBM.
IBM Mobile Customer Engagement Overview
© Copyright IBM Corp. 2014, 2014 2
This unit contains the following lessons:
Lessons in this unit
1. Introduction to IBM Mobile Customer Engagement
2. Introduction to IBM ExperienceOne products
3. IBM Mobile Customer Engagement Architecture and Components
© Copyright IBM Corp. 2014, 2014 Course materials may not be reproduced in whole or in part without prior written permission of IBM.
Lesson 1Introduction to IBM Mobile Customer Engagement
© Copyright IBM Corp. 2014, 2014 4
Lesson objectives
This lesson is designed to enable you to:Understand the Mobile MarketplaceUnderstand IBM Mobile Customer EngagementUnderstand the IBM Mobile Customer Engagement ChannelsUnderstand a use case for IBM Mobile Customer Engagement
© Copyright IBM Corp. 2014, 2014 5
Marketing to Mobile (1)
Mobile adoption in the marketplace continues to explode
5.6 Billion
Personal Devices Sold
1 TrillionConnected
Devices
41% CAGR Wearable Wireless Devices
2013 2014 2015
© Copyright IBM Corp. 2014, 2014 6
Marketing to Mobile (2)
Mobile devices have changed how people spend their time and interact with a brand
Use multiple screens and channels and expect integrated experiences
Mobile shoppers take action after receiving messages
Mobile users keep their device within arm’s reach 100% of the time91%
75%
90%
© Copyright IBM Corp. 2014, 2014 7
Marketing to Mobile (3)
Mobile is transforming marketing and presents a challenge to marketers:
More iPhones sold in one day than births worldwide More mobile channels to leverage and manage Major brands developing applications and mobile
strategies Increased investments in mobile advertising
© Copyright IBM Corp. 2014, 2014 8
IBM Mobile Customer Engagement Overview (1)
IBM Mobile Customer Engagement: Allows brands to employ marketer-focused tools and
services when engaging customers Has global experience with the enterprise and its mobile
Customer Relationship Management (CRM) needs Brands can message customers in the:
• right mobile channel• at the right time• in the right place• with the most relevant content
Offers marketers a way to influence intent, inform customers and learn about mobile users
© Copyright IBM Corp. 2014, 2014 9
IBM Mobile Customer Engagement Overview (2)
IBM Mobile Customer Engagement: Offers the ability to send messages to mobile channels:
• Apps through push notifications (app pushes)• Web Sites through web notifications (web pushes)
Business model is Software-as-a-Service (SaaS) Serve markets of retail, travel, publishing/media &
entertainment, banking, government, Consumer Packaged Goods (CPG), and others
© Copyright IBM Corp. 2014, 2014 10
IBM Mobile Customer Engagement Overview (3)
And what is the IBM Mobile Customer Engagement Difference?
IBM Mobile Customer Engagement is a proven, scalable technology platform that delivers mobile capabilities for targeted messaging
We do this by:• Providing great enterprise support and service• Providing the best segmentation and targeting in the market• Offering marketer friendly tools and services (including APIs!)• Listening to what our customers need and building accordingly
© Copyright IBM Corp. 2014, 2014 11
IBM Mobile Customer Engagement Channels (1)
IBM Mobile Customer Engagement supports multiple mobile channels including:
Mobile WebNotifications
Simple and Rich Push
Notifications for Mobile Apps
2) IBM Mobile Web Push (Web
Push)
1) IBM Mobile Push Notifications
(App Push)
© Copyright IBM Corp. 2014, 2014 12
IBM Mobile Customer Engagement Channels (2)
IBM Mobile Customer Engagement supports multiple mobile channels including:
Simple and Rich Push
Notifications for Mobile Apps
1) IBM Mobile Push
Notifications (App Push)
Encourage Mobile App usage
Introduce new promotions or products
Drive purchases Deliver Customer
Service Messages Reward Mobile App
Users
© Copyright IBM Corp. 2014, 2014 13
IBM Mobile Customer Engagement Channels (3)
IBM Mobile Customer Engagement supports multiple mobile channels including:
Mobile WebNotifications
2) IBM Mobile Web Push (Web
Push)
Dynamically trigger targeted notifications to drive the actions you want on your mobile website
Real-time segmenting, targeting and engagement of your mobile website visitors
Consistent experience across desktop, tablet, and mobile
Incorporate with Coremetrics reports, WebSphere Commerce, Digital Experience and more!
© Copyright IBM Corp. 2014, 2014 14
IBM Mobile Customer Engagement Channels (4)
IBM Mobile Customer Engagement products enables multiple levels of customer engagement:
© Copyright IBM Corp. 2014, 2014 15
IBM Mobile Customer Engagement Multiple Channel Use Case
Personalized Silverpop email based on user attributes and
behavioral algorithmsUser researches various products &
receives web push notification
User clicks on link, and taken to personalized web
page
User retargeted with app push, receiving targeted info
for special event at store
User enters store, app detects location and
relays to brand database
9:42 AM
Personalized Content Website
© Copyright IBM Corp. 2014, 2014 16
Time Up !
Checkpoint questions
Select the correct answers1) Mobile adoption in the marketplace continues to __________.
A. declineB. even outC. grow
2) IBM Mobile Customer Engagement offers marketers a way to _________, __________, and __________.
A. influence intent, inform customers and learn about mobile usersB. communicate, challenge, and attract personal computer usersC. develop, deploy, and manage website development
A. True or False. IBM Mobile Customer Engagement supports multiple mobile channels.
A. TrueB. False
1) True or False. IBM Mobile Customer Engagement products are On-Premise.
1) True2) False
© Copyright IBM Corp. 2014, 2014 17
Checkpoint solutions
1) Mobile adoption in the marketplace continues to __________. C – Grow. In fact, more iPhones sold in one day than births worldwide
2) IBM Mobile Customer Engagement offers marketers a way to _________, __________, and __________.
A - influence intent, inform customers and learn about mobile users
3) True or False. IBM Mobile Customer Engagement supports multiple mobile channels.
True. IBM Mobile Customer Engagement supports multiple mobile channels, including:
1) Simple and Rich Push Notifications for Mobile Apps using IBM Mobile Push Notification (App Push)
2) Mobile web notifications using IBM Mobile Web Push (Web Push)
4) True or False. IBM Mobile Customer Engagement products are On-Premise.
False. IBM Mobile Customer Engagement products are Software-as-a-Service(SaaS) products.
© Copyright IBM Corp. 2014, 2014 18
Questions
© Copyright IBM Corp. 2014, 2014 19
Lesson 2 Introduction to IBM ExperienceOne
© Copyright IBM Corp. 2014, 2014 20
Lesson objectives
This lesson is designed to enable you to: Have an understanding of where IBM Mobile Customer
Engagement fits into the IBM ExperienceOne portfolio of products
Have an understanding of the value that the IBM ExperienceOne products provide our customers
© Copyright IBM Corp. 2014, 2014 21
IBM Mobile Customer Engagement is part IBM ExperienceOne
IBM Mobile Customer Engagement (Xtify) is part of the IBM ExperienceOne marketing portfolio
2Q20142Q2014
© Copyright IBM Corp. 2014, 2014 22
What’s IBM ExperienceOne?
IBM ExperienceOne – Bringing together IBM acquisitions into a single branded solution set
Unified IBM brand for customer engagement Customer engagement point of view IBM Interactive Experience
2Q20142Q2014
© Copyright IBM Corp. 2014, 2014 23
IBM ExperienceOne Value Proposition (1)
IBM ExperienceOne – Helps you attract, delight and maximize the lifetime value of customers by enriching the ways you engage with each of them
© Copyright IBM Corp. 2014, 2014 24
IBM ExperienceOne Value Proposition (2)
IBM ExperienceOne – Our work to integrate these solutions is just part of the continued investment IBM is making
© Copyright IBM Corp. 2014, 2014 25
IBM ExperienceOne Value Proposition (3)
IBM Mobile Customer Engagement (Xtify) – Resides under the Ignite and Grow Customer Relationships with Omni-Channel Marketing umbrella
© Copyright IBM Corp. 2014, 2014 26
IBM ExperienceOne Value Proposition (4)
IBM ExperienceOne – Is the only brand to empower marketing, merchandising, commerce and service leaders in the name of the customer
Provides solutions by business outcomes for faster and easier results
Ignites innovation with expertise to reinvent the ways you engage with customers
© Copyright IBM Corp. 2014, 2014 27
IBM ExperienceOne Value Proposition (5)
IBM ExperienceOne – Is the industry’s most comprehensive customer engagement portfolio
Hard Things Possible
Complex Things Easier
Simple Things Quickly
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to d
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Eas
ier
to d
eplo
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Mor
e fle
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e
Mor
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Skills required
Skills required
© Copyright IBM Corp. 2014, 2014 28
IBM ExperienceOne – New Capabilities
IBM ExperienceOne – New capabilities announced Q2 2014 empower marking, merchandising, sales and service to engage in real time
• Optimize and co-ordinate competitive pricing across stores and online channels with new Price Dashboard
• Easier creation, editing and management of promotion plans
• Deeper shopper insights through analytics of key shopper segment behavior
Lead-to-revenue services Real-time email execution Behavioral marketing with customer
behavior profiles and engagement mapping
Convert Digital Prospects To Loyal
Customerswith digital marketing
Maximize Sales, Profit And
Shopper Loyaltywith omni-channel
merchandise optimization
• Empowers business professionals to be creative and nimble
• Easy integration of dynamic real-time offers • Flexible cloud delivery options
Customer Digital
Experience
Deliver Empowering
Digital Experiences
with customer digital experience
© Copyright IBM Corp. 2014, 2014 29
Time Up !
Checkpoint questions
Select the correct answers
1) IBM ExperienceOne helps you attract, delight and maximize the __________of customers by enriching the ways you engage with each of them.
A. Mid term growth
B. Short term profit
C. Lifetime value
2) IBM ExperienceOne brings the __________ acquisitions into a single branded solution set.
A. Omni-Channel Marketing, Digital Marketing, and Real-Time Personalization
B. Coremetrics, Unica, DemandTec, Tealeaf, Xtify, and Silverpop
C. Omni-Channel Marketing, Digital Marketing, and Xtify
3) IBM Mobile Customer Engagement (Xtify) resides under the Omni-Channel Marketing umbrella.
True False
© Copyright IBM Corp. 2014, 2014 30
Checkpoint solutions
1) IBM ExperienceOne helps you attract, delight and maximize the __________of customers by enriching the ways you engage with each of them.
C - Lifetime value
2) IBM ExperienceOne brings the __________ acquisitions into a single branded solution set.
B - Coremetrics, Unica, DemandTec, Tealeaf, Xtify, and Silverpop
3) IBM Mobile Customer Engagement (Xtify) resides under the Omni-Channel Marketing umbrella.
True.
© Copyright IBM Corp. 2014, 2014 31
Questions
© Copyright IBM Corp. 2014, 2014 32
Lesson 3IBM Mobile Customer Engagement Architecture and Components
© Copyright IBM Corp. 2014, 2014 33
Lesson objectives
This lesson is designed to enable you to understand:How IBM Mobile Customer Engagement products workThe IBM Mobile Customer Engagement ArchitectureDeployment VariationsIBM Mobile Customer Engagement SaaS URLs
© Copyright IBM Corp. 2014, 2014 34
IBM Mobile Customer Engagement – How it Works
IBM Mobile Customer Engagement enabled applications will: Send data and events to our SaaS environment These data objects are then analyzed and may:
• Trigger notifications• Report back location updates• store metrics from notification/application actions
© Copyright IBM Corp. 2014, 2014 35
IBM Mobile Customer Engagement - Architecture(1)
A High Level Architecture Overview:
© Copyright IBM Corp. 2014, 2014 36
IBM Mobile Customer Engagement - Architecture(2)
The IBM Mobile Customer Engagement Physical System Architecture is:
• Scalable• Redundant• And Additional
Application servers can be introduced to support scale at every tier
© Copyright IBM Corp. 2014, 2014 40
Public Consoles
Public Consoles:• IBM Mobile Push
Notifications• console.xtify.com
• IBM Mobile Web Push• reactor.xtify.com
© Copyright IBM Corp. 2014, 2014 41
SDKs
SDKs:• Apple iOS
• Apple Push Notification Service
• Android• Google Cloud Messaging
• Windows Phone 8• Microsoft Push Notification Service
• Blackberry• Blackberry Push Services
• Mobile/Desktop Web• IBM Web Push and Inbox (Javascript
SDK)
9:42 AM
Native App Push
Web Push
Unified Native App APIs• Register New Devices• Receive Notifications• Send Location
Updates• Send Metrics
© Copyright IBM Corp. 2014, 2014 43
Public APIs (1)
Dropwizard (http://dropwizard.codahale.com/) Java framework for developing ops-friendly, high-performance, RESTful web services:
• Jetty, Jersey, Jackson• Application Metrics• Logging• YAML Configuration• JSON Payloads• Health checks• Administration Tasks• One JAR runs in every environment (Dev, QA, Prod)
© Copyright IBM Corp. 2014, 2014 44
Public APIs (2)
SDK APIs:• Registration – Processes incoming registrations and
updates• Metrics – Receives and queues incoming device metrics• Location Updates – Logs and queues incoming location
updates• Rich Message Retrieval – Returns rich message content
for pushes
© Copyright IBM Corp. 2014, 2014 45
Public APIs (3)
Management:• Web Console – delivers website and manages customer
configurations• Push Request and Scheduling – Sends notifications to
provider push services
© Copyright IBM Corp. 2014, 2014 46
Public APIs (4)
Reactor Console (reactor.xtify.com):• API Driven• Template defined pages – Freemarker Templates• Apache Shiro – Java Security Framework (integrated web
identity SAML2)
© Copyright IBM Corp. 2014, 2014 47
Active MQ
Active MQ:• Concentrator Topology
• Handles a large number of incoming connections with a smaller number of consumers
• All messages go on redundant producer brokers
• Queue processors connect to redundant consumer brokers
• ~100MM messages/day
© Copyright IBM Corp. 2014, 2014 48
Processing Engines
Processing Engines:• Running on Jboss AS7• Message Driven Beans
• Job Engine – Scheduling and running of customer campaigns
• Chronicle – Records send statistics and updates message cache
• Promotions Management – Processes Target rules
• Push Engines – Sends notifications to provider push services
• Stats Processor – Logs and aggregates incoming metrics
• Outgoing Service Calls – Metrics and Locations
© Copyright IBM Corp. 2014, 2014 49
Databases (1)
MySQL:• Quartz Scheduler – Running on
Amazon RDS• Notification Database – Legacy
database for storing notification configurations and application details
• Target Console Portal (Liferay) – Portal database managing layouts and user details
© Copyright IBM Corp. 2014, 2014 50
Databases (2)
MongoDB:• User – Stores all device records
and updates
• Deliveries – Tracks user level message deliveries
• Stats – Aggregation database
• Notification – Content configuration
• Location – Logs all location data
• Statistics• User ~500MM total ops/day
• Deliveries ~30MM total ops/day
• Stats – 140MM total ops/day
• Location/User Stats ~ 100MM total ops/day
5 Standalone Replica Sets4 Sharded Replica Sets27 Servers3 Members Per Replica Set (Primary, Secondary, Hidden Member)
RAID 10 – 4xEBS VolumesDaily EBS Volume Snapshots
© Copyright IBM Corp. 2014, 2014 51
Questions
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