introducing customer experience analytics journey analysis for the marketing cloud
TRANSCRIPT
2© 2016 IBM
Please Note:
• IBM’s statements regarding its plans, directions, and intent are subject to change or withdrawal without notice at IBM’s
sole discretion.
• Information regarding potential future products is intended to outline our general product direction and it should not be
relied on in making a purchasing decision.
• The information mentioned regarding potential future products is not a commitment, promise, or legal obligation to deliver
any material, code or functionality. Information about potential future products may not be incorporated into any contract.
• The development, release, and timing of any future features or functionality described for our products remains at our
sole discretion.
• 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.
3© 2016 IBM
Overview IBM Customer Experience Analytics
Use Cases
• Best practice programs made easy
• How you can build on best practices with IBM Customer Experience
Analytics
Recap and Q&A
Agenda
4© 2016 IBM
HOW DOES CUSTOMER EXPERIENCE ANALYTICS FIT INTO THE ENGAGEMENT FRAMEWORK?You Are
Here
Identify Customer Preferences
Understand Customer Journeys
Define Market Segments
Align Goals to Market Segments
Set Objectives for each Interaction
Allocate Budget & Expense to achieve Goals & Objectives
Sequence Interactions within a Journey map
Specify channels, creative, and offers required
for each interaction
Assemble and manage creative and offers
Understand use/reuse of creative and offers
Ability to test (A/B or MVT)
Collect data and behaviors for reporting within
Optimize and Understand
Enhance the context for the next engagement
Develop views, reports, and executive dashboards
Financial impact of Plans, Goals and Objectives
5© 2016 IBM
5
MARKETING PERSONAS
EvanChannel Owner
TomVP Marketing
PattyMarketing Operations
Planner
AnthonyCustomer Data Analyst
EdwardPerformance Analyst
Carlos Creative Manager
AnnCustomer Experience Designer
One of the biggest challenges for Marketers today…
Understanding how customers interact with their brand across the multitude of
interactions regardless of channel, so they can deliver consistent and exceptional
customer experiences
7© 2016 IBM
There is a massive customer experience gap
69%
of companies say they
offer a superior online
experience
81%
say they have or are close to
having a holistic view of their
customers
51%
of customers who left companies
blamed their exits on bad online
experiences
37%
of consumers say their favorite retailer understands them
what customers saywhat brands think
8© 2016 IBM
Understanding customers requires seeing
their entire journey and connecting the dots
is difficult
9© 2016 IBM
Visualizations to understand the paths
of customers spanning interactions and
touchpoints…
WHAT IS IBM CX JOURNEY ANALYSIS?
…across the entire ecosystem
10© 2016 IBM
IBM Customer Experience Analytics
Journey Analysis as part of a broader dashboard and workflow for understanding customer
touchpoints and outcomes
11© 2016 IBM
THE IBM MARKETING CLOUD SERVES YOU AS A MARKETING PRACTITIONER
WORKING AND COLLABORATING TOGETHER!
11© 2016 IBM
IBM MARKETING CLOUD –
AnthonyCustomer Data
Analyst
EdwardPerformance
Analyst
EvanChannel Owner
AnnCustomer Experience
Designer
12© 2016 IBM
With IBM Marketing Cloud, you’re connected to the
exchange ecosystem & can easily leverage best
practice programs or analytics
City Cool is able to easily share cart
purchases and abandons to execute
marketing programs and analytics
Whether enabling a thank you email from a
recent purchase or understanding the journey to
that customer behavior, these events get to the
right place just by clicking and connecting the
City Cool registered publishers and subscribers
Edward the Performance Analyst subscribes Engage to CityCool’s Web Purchases and Cart
Abandons with a Click and Connect User Interface
15© 2016 IBM
UNDERSTANDING PAST BEHAVIOR ANN & ANTHONY RECOMMEND A BEST PRACTICE UPSELL
PROGRAM FOR THE COMMUTER EBIKE THAT EVAN NEEDS TO EXECUTE
Anthony“Ann, Thank you programs are
effective at promoting an upsell.”
Ann“Evan, can you create a set of
post purchase upsell programs to
promote eBike.”
16© 2016 IBM
Evan can now use the “Cart Purchase” behaviour to set-up a post purchase thank you and cross
sell Program to drive Commuter eBike sales…
17© 2016 IBM
…and other program tracks to guide the customer along their journey based on their reactions to
each interaction…
19© 2016 IBM
…and a track “Last Chance” promotional offer that doesn’t hurt the value perception of this new
Commuter eBike
20© 2016 IBM
Evan will create a similar experience triggered by the “Abandoned Cart” behavior to “retarget”
appropriate customers
21© 2016 IBM
DURING THE LAUNCH OF THE COMMUTER EBIKE
Our story starts...Evan has put in market a best practice Thank you and Cross sell program tied to the recent purchase of high end
mobile accessory, like their Bluetooth Headset Bike Helmet. It is a few weeks into the launch and Anthony wants to
see how customers are actually moving through the journey of recent purchase to a commuter eBike purchase to see
if there are some improvements that can be made to the program.
CityCool knew that
entering the electric bike
market was aligned with
its mobile products &
presence, and it would
still be selling other
products. Some of their
high end mobile device
accessories would
indicate the customer
would be a good eBike
prospect
EvanChannel Owner
AnthonyCustomer Data Analyst
AnnCustomer Experience
Designer
23© 2016 IBM
After logging in, Anthony gets an overview of the current business in the last seven days, but he has a specific journey he wants to understand.
25© 2016 IBM
For Segment, Anthony selects All Customers as he is more concerned with the behavior of how all
customers are moving from an email to purchase.
27© 2016 IBM
Anthony leaves the default selection, and for report options to return
Top 5 paths ranked by most traveled.
28© 2016 IBM
Anthony can easily use the Mailing ID, Program ID or Subject Line from IBM Marketing Cloud as a means
to filter the email events he wants to use as the start of the journey to purchasing the commuter eBike
32© 2016 IBM
With cart purchase selected, he can further refine his search by adding filters, this time for a purchase of
the Commuter eBike
35© 2016 IBM
Anthony is presented with visualizations of the top five Most Frequently Traveled paths from his email
campaign to the purchase of the Commuter eBike.
37© 2016 IBM
Anthony can see that mobile application install with subsequent mobile pushes accelerate the
journey to the second purchase of a Commuter eBike
38© 2016 IBM
Anthony shares what he is seeing with Evan and the opportunity to improve his
program with mobile application uptake and subsequent push notifications
39© 2016 IBM
…and modifies it to drive mobile app installation with an offer around their loyalty program
Run or Pedal your way to rewards
42© 2016 IBM
Later that month mobile application downloads are up significantly for CityCool, expanding the
opportunity for Mobile engagement.
Driving more high value engagements!Accelerating the path to a 2nd Purchase!
Creating a more Loyal Customer Base!
43© 2016 IBM
CITYCOOL’S TEAM COLLABORATES TO DRIVE ALWAYS ON PROGRAM
GOALS OF IMPROVING VELOCITY
With an initial successful launch of the Commuter eBikethe team is now looking at sustaining their success. To meet Ann’s goals of engagement and higher velocity, Evan has implemented significantly more mobile engagement programs and is meeting sales goals. With the increased use of mobile channels Evan would like to minimize loss of sales due to any customer issues with CityCool’s mobile application.
AnnCustomer Experience
Designer
EdwardPerformance Analyst
EvanChannel Owner
AnthonyCustomer Data Analyst
45© 2016 IBM
The new mobile programs are
in market and Evan asks
Anthony to look into how
customers who struggle in
mobile behave with his nurture
efforts in place.
Anthony sees that Evan’s new mobile program is having positive effects and most users
are progressing through to purchase as expected
47© 2016 IBM
Anthony does see that there is an opportunity to set-up another nurture program based on
activity at the contact center after a struggle
48© 2016 IBM
…but Anthony wants to know why they seemed to struggle so significantly and still
completed the purchase sometimes
49© 2016 IBM
Anthony uses his ability to drill into the journey and sees form struggle was very common.
50© 2016 IBM
From the drill down view he brings up the sessions for these people who struggled and by
actually seeing their interaction can see they are having problems getting the “Donate to
your city’s local Greener Living Fund”
51© 2016 IBM
“Kristy our customer experience manager should prioritize
and fix this process, as we are going to be driving more and
more people through this form. Our next executions are
going to be huge.”
“I should send a thank you email to these people for caring
so much about our partner the Green Living Fund…it’s
important to us too.”
“Wow, there are a group of eBiking buyers that so
passionate about this cause they went out of their way to
make sure this was part of their business with us. I wonder
if we can connect more with this audience in other ways
around our shared values?”
52© 2016 IBM
53© 2016 IBM
• Get to simple best practice programs quickly from what has worked before
• Redesign and Adjust your programs based on understanding what people
are actually doing, not just what you sent them
• Start understanding why certain experiences are happening and leverage
those insights
Key Take-away’s
Join the
conversation
Blog, YouTube,
Twitter and Facebook
www.ibmmarketingcloud.com
Notices and Disclaimers Copyright © 2016 by International Business Machines Corporation (IBM). No part of this document may be reproduced or transmitted in any form without written permission from IBM.
U.S. Government Users Restricted Rights - Use, duplication or disclosure restricted by GSA ADP Schedule Contract with IBM.
Information in these presentations (including information relating to products that have not yet been announced by IBM) has been reviewed for accuracy as of the date of initial publication and
could include unintentional technical or typographical errors. IBM shall have no responsibility to update this information. THIS DOCUMENT IS DISTRIBUTED "AS IS" WITHOUT ANY
WARRANTY, EITHER EXPRESS OR IMPLIED. IN NO EVENT SHALL IBM BE LIABLE FOR ANY DAMAGE ARISING FROM THE USE OF THIS INFORMATION, INCLUDING BUT NOT
LIMITED TO, LOSS OF DATA, BUSINESS INTERRUPTION, LOSS OF PROFIT OR LOSS OF OPPORTUNITY. IBM products and services are warranted according to the terms and
conditions of the agreements under which they are provided.
Any statements regarding IBM's future direction, intent or product plans are subject to change or withdrawal without notice.
Performance data contained herein was generally obtained in a controlled, isolated environments. Customer examples are presented as illustrations of how those customers have used IBM
products and the results they may have achieved. Actual performance, cost, savings or other results in other operating environments may vary.
References in this document to IBM products, programs, or services does not imply that IBM intends to make such products, programs or services available in all countries in which IBM
operates or does business.
Workshops, sessions and associated materials may have been prepared by independent session speakers, and do not necessarily reflect the views of IBM. All materials and discussions are
provided for informational purposes only, and are neither intended to, nor shall constitute legal or other guidance or advice to any individual participant or their specific situation.
It is the customer’s responsibility to insure its own compliance with legal requirements and to obtain advice of competent legal counsel as to the identification and interpretation of any relevant
laws and regulatory requirements that may affect the customer’s business and any actions the customer may need to take to comply with such laws. IBM does not provide legal advice or
represent or warrant that its services or products will ensure that the customer is in compliance with any law
Information concerning non-IBM products was obtained from the suppliers of those products, their published announcements or other publicly available sources. IBM has not tested those
products in connection with this publication and cannot confirm the accuracy of performance, compatibility or any other claims related to non-IBM products. Questions on the capabilities of
non-IBM products should be addressed to the suppliers of those products. IBM does not warrant the quality of any third-party products, or the ability of any such third-party products to
interoperate with IBM’s products. IBM EXPRESSLY DISCLAIMS ALL WARRANTIES, EXPRESSED OR IMPLIED, INCLUDING BUT NOT LIMITED TO, THE IMPLIED WARRANT IES OF
MERCHANTABILITY AND FITNESS FOR A PARTICULAR PURPOSE.
The provision of the information contained herein is not intended to, and does not, grant any right or license under any IBM patents, copyrights, trademarks or other intellectual property right.
IBM, the IBM logo, ibm.com, Aspera®, Bluemix, Blueworks Live, CICS, Clearcase, Cognos®, DOORS®, Emptoris®, Enterprise Document Management System™, FASP®, FileNet®, Global
Business Services ®, Global Technology Services ®, IBM ExperienceOne™, IBM SmartCloud®, IBM Social Business®, Information on Demand, ILOG, Maximo®, MQIntegrator®, MQSeries®,
Netcool®, OMEGAMON, OpenPower, PureAnalytics™, PureApplication®, pureCluster™, PureCoverage®, PureData®, PureExperience®, PureFlex®, pureQuery®, pureScale®,
PureSystems®, QRadar®, Rational®, Rhapsody®, Smarter Commerce®, SoDA, SPSS, Sterling Commerce®, StoredIQ, Tealeaf®, Tivoli®, Trusteer®, Unica®, urban{code}®, Watson,
WebSphere®, Worklight®, X-Force® and System z® Z/OS, are trademarks of International Business Machines Corporation, registered in many jurisdictions worldwide. Other product and
service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the Web at "Copyright and trademark information" at:
www.ibm.com/legal/copytrade.shtml.