ubx integration - cakeibm ubx + cake • cake provides ubx subscriber endpoints (e.g., silverpop)...
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UBX Integrationad:tech NYC 2015
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• Marketers deploy and manage a wide range of marketing and advertising technologies
• It is rare for each of these technologies to communicate consumer data
• It is a hassle for marketers to request that their IT teams integrate these technologies
Problem: fragmented technologies
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Solution: UBX opens the communication
CONNECTMarketers can quickly connect applications and tools enabling decision-making based upon the complete picture
SHAREUBX allows a single data exchange endpoint creating an open cloud for technologies to share consumer data
ANALYZEPre-defined event types allow every platform to collect and leverage data
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What is CAKE?• CAKE tracks marketing efforts
across multiple channels including search, social, display, mobile, email, video, direct, affiliate and more
• CAKE allows marketers to view source performance and cost data, thus enabling them to optimize their digital spend
• CAKE integrations include Adwords, Bing, Facebook, Marketo and Silverpop
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IBM UBX + CAKE
• CAKE provides UBX subscriber endpoints (e.g., Silverpop) with channel, source, campaign, device, cost and interaction data
• Automates actions taken by other technology and sets triggers for acquiring consumers
• Gives marketers insights into how multiple channels affect other marketing efforts
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Example Use Case
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STEP 1The consumer fills out a Silverpop form on a marketer’s website identifying interest in FHA loans. This event is also tracked by CAKE.
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STEP 2The consumer begins to receive FHA loan information through the marketer’s Silverpop email���drip campaign.
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STEP 3Realizing that they are not eligible for an FHA loan, the consumer searches and clicks a CAKE-tracked link to the same marketer’s site for conventional loans.
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STEP 4The second consumer event, which is also tracked by CAKE, is shared to Silverpop through IBM UBX.
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STEP 5The consumer now receives conventional loan emails from the marketer’s Silverpop drip campaign and applies for a loan.