Download IBM Digital Analytics Benchmark

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What’s Hot?
Omni-Channel Marketing 9.1.1 Release
Sneak Peak & Holiday Benchmark Campaign
October 30, 2014
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© 2014 IBM Corporation
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Seller Reminders from Janet Butler, IS WW Sales Vice President:
1. Enter Competitors in your Sales Connect records
Critical to understand current threats and who we are
winning against.
2. Mandatory SWG Customer Satisfaction Enablement
All Industry Solutions sellers must login and
1. Complete the Client Satisfaction Skills for SWG
Sellers course, and
2. Pass the 8 question assessment module.
Tips:
• Switch browsers if you have trouble accessing the module
• Allow Pop-Ups
• Link to Janet Butler Communications email with details
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Driving Year-End Success with One-Two-Punch 4Q14 Closing Plays
1. Real-Time Personalization (Sales Contact: Kevin Dunn)
Interact, or Product Recs, or Silverpop Engage into Campaign/Interact accounts.
Deals >$200k qualify for 30% discount off entitlement (standard SQO approval).
2. Mobile Analytics Marketing (Sales Contacts: Kevin Dunn, Dan Gesser)
Digital Analytics or Tealeaf cxMobile or xtify MCE into Campaign
and Urban Airship accounts.
All deals qualify for 20% discount off entitlement to pay for Lab Services.
3. Shopper Insights (Sales Contact: Don Holman)
Up to 60% discount (authorized under SWG Pricing Play 7.51) for Target suppliers to accelerate
their conversion from Target’s vendor insights to
IBM Shopper Insights.
4. ExperienceOne SaaS Starter Kit (Sales Contacts: Mike Roth, Brian Hagaman)
Drive ExperienceOne SaaS offerings (Digital Analytics,
Mobile Customer Engagement, and Silverpop) into large deals
and ELAs via pre-approved volume & term discounts.
Listen to session replays in the ExperienceOne Sales Play
Library!
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© 2014 IBM Corporation
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Agenda and Presenters
 Holiday Benchmark Campaign Update
–Leah Pascall, Product Marketing Manager, ExperienceOne
 Sneak Peek of Omni-Channel Marketing 9.1.1. Release
–Arjen van der Broek, WW Product Management Lead On Premise, IBM
ExperienceOne
–Sarah Grzybowski, Product Marketing Manager, Omni-Channel Marketing
 Q&A
IBM Leads EOL questions?
Contact Ed Kornacki, Product Manager, ExperienceOne ([email protected])
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© 2014 IBM Corporation
IBM Digital Analytics Benchmark
Leah Paschall
Product Marketing Manager, ExperienceOne
IBM Internal and Business Partner Use Only
Background for the call
The Holiday Benchmark Campaign (7th annual) capitalizes on a key cultural event, which is increasingly global, to share our thought leadership around ecommerce and digital marketing
Prior year’s campaigns have primarily focused on press and media. This year we’re dramatically increasing demand generation components.
An key enabler for expanding demand generation is our participation in the Digital Acceleration Pilot which is allowing us to:
Invest more heavily in paid digital marketing placements with incremental
funding
Implement lead scoring and e-nurture enabled for this campaign
All Demand Generation activities (paid, owned and earned) drive to three offer streams:
Digital Analytics
Mobile Customer Engagement (Xtify)
Silverpop
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© 2014 IBM Corporation
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IBM Digital Analytics Benchmark: industry performance reporting versus
peers and competitors as part of IBM Digital Analytics
• 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 and quarterly data.
Performance metrics for uncovering areas of
opportunity, improvement or discovering trends
in your industry.
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© 2014 IBM Corporation
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Benchmark availability worldwide is continually growing to provide the
most relevant and accurate metrics possible
• Thousands of site participants
• Aggregate Index
– Compare against industry
– Compare against peers
• Geographic Coverage
•
•
•
•
•
•
•
US
UK
Germany
France
AU
Europe
Universal
• 4 Verticals
–
–
–
–
Retail
Content
Financial Services
Travel
• 15 Sub-Verticals in US Retail
•
•
•
•
Apparel
Department Stores
Health and Beauty
And 12 others. . .
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© 2014 IBM Corporation
2014 Holiday Benchmark Overview
2013 Highlights
 20K+ placements from 2013 in key,
national business, technology, and
consumer publications
 9,240 Twitter mentions; 40 million
social impressions
 1,000+ page views of Holiday
Benchmark Socialize This Kit
 IBM Digital Analytics Benchmark Hub One-stop-shopping
for PR, Social, Reporting and Demand Generation (stats
below from peak period only of 11.20.13 – 1.27.14):
 6 reports: Black Friday,
Cyber Monday, AU Click
Frenzy, Holiday Recap
Reports (US, UK, AU)
 39,420 non-IBM visitors
 7,058 visitors using mobile
devices (2X the normal rate)
 3,363 visitors from social
media (3X the normal rate)
 119 organic Request a
Demo’ (EMM) and
whitepaper downloads
IBM Internal and Business Partner Use Only
2014 Enhancements
 Drive PR with analytics availability and scope
–
–
–
–
–
Launch new interactive visual tool
Incorporate Silverpop and Xtify reporting
New Global ‘Cyber Monday’ comparison report
Early Nov Predictions report and press event
Leverage millennial spokesperson
• Increase VLR and win yields with Digital
Acceleration Pilot
― Develop and execute full DG campaign to drive
SaaS pipeline
― Leverage Silverpop best practices
― Access new digital services, additional dollars
and expertise from corp marketing pilot project
―Continue to drive cross-sell and upsell via seller
enablement and training and continued
collaboration with MobileFirst, Retail
Community, GBS and others
 Continue IBM ExperienceOne momentum as
leader in customer engagement
– Reinforce differentiated brand messaging
– Activate partner network
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Benchmark Hub (ibm.com/benchmark)
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IBM ExperienceOne Benchmark Live
Interactive and customizable
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IBM Internal and Business Partner Use Only
Instantly shareable
Integrated gated offers to
help prospects take action
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© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
Competitive assessment of benchmark solutions
Variable
IBM
Adobe
Google
comScore
Size of data set
Large customer base
Large customer base
Large customer base
Moderate customer base
Enterprise readiness
High penetration of
Internet Retailer 100
High penetration of
Internet Retailer 100
Limited coverage of
Internet Retailer 100
Limited coverage of
Internet Retailer 100
Delivery model
End-user application;
web service API
Service engagement
End-user application
Benchmark studies
Price
Included
Services fees
Included
Not commercially avail
Industry coverage
Comprehensive industry
coverage
No pre-packaged
industry reports
Comprehensive Industry
Coverage
Studies touch on various
industries
Latency
Real-time
Delayed look-back
Real-time
Study of the past
Scope of metrics
Comprehensive
Ad hoc; defined at time
of engagement
Top-level trends
Top-level trends
Ease of use
Point-and-click, dragand-drop web-based
user interface
No end-user application
/ interface
Web-based dashboard
No end-user application
/ interface
Point of control
End user
Adobe
End user
comScore
Maturity of solution
8 years
1 year
3 years
3 years
Third-party validation
The most quoted and
sought after during the
holiday shopping season
Limited coverage in first
year of holiday shopping
reporting
Not at this time, but
there has been
speculation via media
coverage
Limited coverage /
distribution of studies
and findings
Data control
Client opt-in
Adobe; unknown opt-in
Google owns; covered by Study of data in
© 2014 IBM Corporation
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policy
Ts & Cs | #smartercommerce
aggregate
IBM Internal and Business Partner Use Only
Mobile Percentage of Site Traffic and Mobile Conversion Rate
KPI
Recommendation
Mobile % of Site Traffic and Mobile
Conversion Rate
IBM Digital Analytics
IBM Tealeaf CX Mobile Application
IBM Mobile Web Push
Metric Definitions:
Mobile Percentage of Site Traffic - the
percentage of sessions generated from a mobile
device (including smartphones and tablets) out
of all online sessions.
Mobile Conversion Rate – the percentage of
mobile traffic that completes an order within a
session.
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© 2014 IBM Corporation
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How IBM Digital Analytics, IBM Tealeaf and IBM Mobile Web Push can help
maximize Mobile Percentage of Traffic and Mobile Conversion Rate
 With the explosion of mobile device use, it’s critical for companies to o understand how visitors are
accessing and experiencing their web sites. A poor mobile user experience on a web site could
mean lost revenue. A combination of both quantitative and qualitative analytics is needed to
understand the mobile customer experience.
 IBM Digital Analytics provides quantitative data insights on how users combine multiple mobile
devices in interactions ranging from initial research to purchase event. Clients can use that
information to identify the most popular devices and operating systems used by mobile visitors to
to ensure mobile site content is easily accessible and viewable on these devices and systems. Then,
prioritize and optimize mobile site planning based on this insight. Companies can also track
conversion by mobile device, operating system, or browser, and determine where to focus their
attention.
 IBM Tealeaf and its CX Mobile application provide qualitative insights on the customer’s mobile
experience. Look at the experience of all users of mobile web, HTML5-based sites, hybrid app or
native apps (such as iOS and Android) and identify the segment of impacted visitors. With fast
visibility into the hidden problems that can impact business, companies can detect, quantify and
resolve issues and sources of customer struggle and improve ROI.
 IBM Mobile Web Push dynamically triggers content for display on mobile websites based on the
actions – passive or active -of visitors, enabling brands to capture the attention of their mobile
visitors. Display rich messages with personalized and relevant content to turn casual browsing into
an engagement experience, reducing abandonment and driving desired actions.
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Agenda
 Holiday Benchmark Overview
– What is IBM Digital Analytics Benchmark?
– 2014 Holiday Benchmark Campaign
– Resources and links
 Holiday Benchmark Campaign and Digital Acceleration Pilot
 Q&A
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© 2014 IBM Corporation
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Overall Campaign Flow
Paid
Strategy
Download Black Friday and
Cyber Monday Report
Customize
and share w/
ExperienceOne
Benchmark Live
@ the Landing Page:
The Benchmark Hub
DISCOVER & SHARE
Live Chat
3 offers
Owned &
Earned
Strategy
Analytics Offer: Real
world case studies
…
Mobile Offer: Secrets
to better engage the
mobile consumer
…
Silverpop Offer:
Ultimate guide to post
Purchase white paper
LEARN
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LDR and
Nurture
Streams
(Corporate
request
for assistance)
•360 Contact
•Lead Scoring
•Appointment
setting
…
LEARN & TRY
© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
Campaign Creative
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© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
2014 Benchmark Holiday Calendar
Benchmark
Audit and
Testing based
on Edison
Release
Finalize
Reporting
Requirements /
QA Blue Spark
3Q
Quarterly
Index
Back to
School
Aug
November
Recap,
Sept
Planning interlocks
with core and
extended teams
US Black Friday Report
Cyber Monday Report
with Press Releases
Oct
Nov
Present to
Internal
Sellers
AU Click
Frenzy
UK Black
Friday and
Cyber
Monday
Start Dry
Runs
Christmas
Week
Dec
Wk 11/3 Predictions
Press Announcement
2014 Holiday
Recap Reports
US, UK
December
Recap
Jan
Present to
Internal
Sellers
NRF
Demand Generation Digital Acceleration Pilot
11/3-12/15 and Jan
Finalize all plans
by Oct 3
Social Media Campaign
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Legend: based on primary driver: PR/Social Social Media Demand Programs Events
© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
Call to Action
 Product information can be found here (SSW site)
– IBM Digital Analytics Benchmark Data Sheet
– IBM Digital Analytics Benchmark Competitive Differentiation Deck
– ”Discussion Kit” - Benchmark KPI Mapping for Up-selling
– Customer presentation
 Find the latest news on the IBM Digital Analytics Benchmark Hub at
www.ibm.com/benchmark
 Starting the week of Thanksgiving, leverage the internal Holiday Benchmark 2014
Socialize This! for grab-ready tweets, blog links and infographics.
IBM Digital Analytics Benchmark is the only real-time, self-service solution that delivers
aggregated and anonymous competitive data for a comprehensive set of key performance
indicators, showing how a site performs compared to its industry vertical and sub-vertical peers
and competitors. Benchmark supports over 370 Key performance indicators spanning traffic,
engagement, channels, sales and conversion metrics including mobile, social and more. The IBM
Digital Analytics Benchmark supports multiple industries for geographies around the world.
IBM Digital Analytics Benchmark is sold as part of IBM Digital Analytics at no additional cost.
21
IBM Confidential
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© 2014 IBM Corporation
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Omni-Channel Marketing 9.1.1 Overview
Arjen van der Broek
Product Management Lead -OCM
22 IBM Confidential
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© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
Disclaimer
 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.
 Nothing contained in these materials is intended to, nor shall have the effect
of, creating any warranties or representations from IBM or its suppliers or
licensors, or altering the terms and conditions of the applicable license
agreement governing the use of IBM products.
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.
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Discussion points
 Positioning of Omni Channel Marketing (OCM) in ExperienceOne
 The OCM 9.1.1 release
– IBM Marketing Platform
– IBM Campaign
– IBM Interact
– IBM Opportunity Detect
– IBM Marketing Operations
– IBM Contact Optimization
– IBM Distributed Marketing
 OCM on Cloud
 Interaction History and Attribution Modeler approach
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customer engagement solutions
IBM ExperienceOne helps you attract,
delight and maximize the lifetime value of
customers by enriching the ways you
engage with each of them
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© 2014 IBM Corporation
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OCM’s position in X1
OCM
Flexible and Configurable
Hard Things
Possible
Advanced
segmentation
Real Time Marketing
Event Detection
Contact Optimization
Complex Things
Easier
Easier to deploy
Simple Things
Quickly
Cloud Multi tenant
Universal behaviors
Programs
Email mgmt
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IBM MARKETING PLATFORM
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IBM CAMPAIGN 9.1.1
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Clarify your logic Add annotations to your flowcharts
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Move to front or send to back of flowchart process connections
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Move to front or send to back of flowchart process connections
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© 2014 IBM Corporation
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Standards mode and Flowchart back in embedded mode
When DOJO was introduced instead of ActiveX, our pages in Omni Channel
Marketing were still written in Quirks mode (wikipedia: In computing, quirks mode
refers to a technique used by some web browsers for the sake of maintaining
backward compatibility with web pages designed for older browsers, instead of
strictly complying with W3C and IETF standards in standards mode.). With Quirks,
the new flowchart wouldn’t work, therefore we opened a new separate browser
window to display the flowchart. Now that all pages are using Standards mode, we
can move the flowchart back into Campaign
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© 2014 IBM Corporation
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Other Campaign added functionality
Making upgrading easier with the Pre-Upgrade checker
The PRE Upgrade utility is a utility which will run before an actual upgrade executes. This
utility will capture all user inputs required for upgrading setups from (8.6) “9.1.x" to "9.1.1". All
inputs will be validated for correctness before executing upgrade. The utility is optional but
recommended for upgrades. Once all user input is correct and valid, the user will be given the
option to proceed with the actual upgrade. If the user selects to continue, all user input will be
passed on to the upgrade utility.
More power with random samples
Random Samples, used in the Select, Sample and Segment processes would always
generate the same random sample in previous versions of Campaign. This was to ensure the
same random sample would be used every time for modeling purposes (different modeling
algorithms must be compared across the same set of records to determine each model's
effectiveness).
With the new version of Random Sample, we can generate a true random sample with each
run of the flowchart.
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© 2014 IBM Corporation
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Restyling of Campaign reports
Response Transactions
Fall campaign
25%
Spring campaign
25%
Other rates
Response Transactions
Other rates
80
80
70
70
60
60
50
50
40
40
30
30
20
20
10
10
0
0
Summer campaign
50%
ROI by channel
ROI by channel
14,000,000%
$1,000
$830
$296
12,000,000%
$1,000
14,000,000%
$796
12,000,000%
$830
$796
$296
$100
$10
4,000,000%
% ROI
Cost
8,000,000%
$100
10,000,000%
Cost
% ROI
10,000,000%
8,000,000%
$10
4,000,000%
2,000,000%
2,000,000%
$1
0%
Email
SMS
Web
$1
0%
Email
SMS
Web
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© 2014 IBM Corporation
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Restyling of Campaign reports
Campaign grosses
Response rates
7%
100 %
90 %
7%
Holiday campaign
7%
Holiday campaign
7%
Christmas campaign
Christmas campaign
Easter campaign
Easter campaign
80 %
Passover campaign
70 %
Hanukkah campaign
Halloween campaign
60 %
Ramadan campaign
50 %
Labor day campaign
7%
7%
Passover campaign
Hanukkah campaign
Halloween campaign
7%
7%
Labor day campaign
Independence day campaign
Independence day campaign
40 %
30 %
Mother’s day campaign
Ramadan campaign
Mother’s day campaign
7%
Father’s day campaign
Father’s day campaign
Thanksgiving day campaign
20 %
Kwanzaa campaign
10 %
Presidents Day campaign
7%
New year’s day campaign
0%
Memorial day campaign
30 %
Charting style and goal:
 Easy to read and understand
 Harmonious colors
 Interactive
 Uncluttered
 Pie chart with numbers
 Visually engaging
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Integration team work for 9.1.1
Campaign – Silverpop integration Phase 1 (Q4 2014)
The integration team has build an initial integration
between Campaign and Silverpop
It consists of a flowchart template
Triggers for moving the output file to SP
An API approach for uploading the file to SP
loading & synchronizing contact lists (opt-in/opt-out),
personalization data, email execution, and download or
contact history/response tracking – database and
version-independent
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© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
Integration team: Silverpop and Campaign Integration
Contact Sync & Response Data - Email Execution & Behavioral Response
IBM Campaign
On-Premise
Engage
Behavioural
Database
Open
Email
Silverpop
Click-Through
Response Manager
Web
Behavior
eMail Send
Workflow Control
Trigger
Send FTP
IBM / Silverpop
- Both Campaign & Silverpop initiated Response
- Response data & web tracking
Data
- Multiple event types
Contact
List
Silverpop & Campaign:
• Update/Add Opt-Outs
• Update/New Opt-Ins
Scheduled / AdHoc
Output & Upload
multiple lists
Field matching
Secure and reliable
Custom
Reports
Response
Management
Follow up
Decisioning
List Selection
IBM Campaign
IBM Campaign
IBM Campaign
Standard
Silverpop
Reporting
Standalone solution pack
tested on 8.6 and 9.1
Available on Support site
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IBM INTERACT 9.1.1
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© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
Summary
 Offer Accept, Reject, and Contact macro events used in Event Patterns for multiphased Campaigns
 Strategy Tab Rule Wizard facilitates creation of treatment rules for complex
targeting logic
 Pattern State ETL de-serializes pattern state blob so users can analyze data and
use for batch campaigns
 Javascript APIs deliver existing Interact APIs in new variant that is popular with
web developers; enables client-based event notifications directly to Interact RT
server
 getOffers deduplication by offer attribute ensures only one offer from each
“category” is prioritized
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© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
The Challenges of Real-time Personalization Using Customer
Behavioral Data
Processing Latency
 Data-intensive analysis of customer behavior in
real-time is hard
– Retrieve data from multiple datamarts
– Analyze for targetable behaviors
– Decision next best offer/message
– Millisecond response times required for many
channels
 Behavioral data not available in real-time
– Typically 15 min + lag time (e.g. web analytics)
– Good enough for some use cases but not all as
the moment has elapsed
Clickstream
Data
Transaction
History
Service
History
Operational Datamarts
Clickstream
Data
Transaction
History
Service
History
Production Datastore
Data Latency
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© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
What is an Event Pattern in IBM Interact
and IBM Advanced Patterns?
Website
postEvent (kindlePageVisited)
TABLETPCINTEREST
iPadPageVisited
already occurred
kindlePageVisited
just occurred
galaxyTabPageVisited
waiting to occur
 “Object” saved to system table
 Tracks patterns of customer activity
 Has a memory i.e. tracks events across sessions
 Tracks for each AudienceID (e.g. CustomerID)
 Triggers associated actions that fire when all events occur
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© 2014 IBM Corporation
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Enhanced Multi-touch Campaigns Using Event Patterns –Trigger
’follow-up targeting’ based on previous activity
EVENT PATTERN 1
Offer1
EVENT PATTERN 2
Offer2
EVENT PATTERN 3
The way a marketer
could set up a chain of
events based on
customer activity.
EVENT PATTERN 4
EVENT PATTERN 5
e
k
o
r
Accept (Offer1) n
a
c
k
Accept (Offer2)
i
@
Offer3
u
s
.
Accept (Offer3)
i
b
m
.
c
o
m
EVENT PATTERN 6
Related
OfferA
Related
OfferB
Related
OfferC
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© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
Using Offer-based Macros in Event Patterns to Target for MultiWave Campaigns
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© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
Use NEW Rule Wizard to Simplify Creation of Sophisticated
Targeting Strategies…
Select one (or more) OFFERS…
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© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
Use NEW Rule Wizard to Simplify Creation of Sophisticated
Targeting Strategies
To target one or more SEGMENTS…
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© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
Use NEW Rule Wizard to Simplify Creation of Sophisticated
Targeting Strategies
With Advanced Rules and Parameterized Attributes…
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© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
Use NEW Rule Wizard to Simplify Creation of Sophisticated
Targeting Strategies
Find individual treatment rules in filtered view…
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© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
Pattern State ETL: Tap into Wealth of Insight and Qualified
Leads in Real-Time Event patterns (9.1.0.2)
Interact Production RT Environment
Reporting
RT
RT
Batch
Campaigns
RT
Pattern State
Datamart
System Tables
`
Pattern
State
BLOB
Pattern State
ETL Server
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© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
New Javascript APIs Support Client- (and Server-) side API
Calls to Interact
Web
Server
Interact
RT
firewall
Browser
(end-user)
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© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
New Javascript APIs Support Client- (and Server-) side API
Calls to Interact
Web
Server
Interact
RT
proxy
firewall
Browser
(end-user)
Javascript requests
Javascript APIs deliver existing Interact APIs in new variant that
is popular with web developers; enables client-based event
notifications directly to Interact RT server
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© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
Deployment Import/Export Utility Facilitates Your Engagement
with IBM Tech Support
Your Environment
IBM Environment
RT
RT
DT
DT
Deployment
Package
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© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
getOffers Dedupe by Offer Attribute (e.g. category) (9.1.0.2)
getOffers (123, IP_1, 2 Offers)
OfferName
Category
Offer1
Electronics
Offer2
Electronics
Offer3
Appliance
Offer4
Clothing
Offer5
Kitchen
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© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
getOffers Dedupe by Offer Attribute (e.g. category) (9.1.0.2)
getOffers (123, IP_1, 2 Offers)
OfferName
Category
Offer1
Electronics
Offer2
Electronics
Offer3
Appliance
Offer4
Clothing
Offer5
Kitchen
@IBMExpOne | #smartercommerce
© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
Integration team: Omni Channel Offer Orchestration
Offer Orchestration for
Real-Time
Personalization
As a marketer, I want to
ensure that all of my
available channels present
offers that are optimized for
a customer in the context
of their interaction,
avoiding unnecessary
repetition, and on the most
effective channel(s).
1
Event trigger received
Event triggers
Omni-channel
Offer
Orchestrator
2
Silverpop
hi
Xtify
(cloud/sdk)
WSC, DA
/ Tealeaf
Interact
WSC
Widget
Interact
3
Customer
Firewall
Standalone solution pack
tested on 8.6 and 9.1
Available on Support site
Call Interact to
get best offer
Send offers
Digital
Messaging
Services
Gateway
Offers delivered in messages
@IBMExpOne | #smartercommerce
© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
Integration team: Interact and Commerce integration
WSC Management Center: Personalized layout and slots
Adding Interact widget to deepen intelligent offers in real-time
@IBMExpOne | #smartercommerce
© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
Integration team: Interact and Commerce integration
IBM Interact incorporates context from WSC session, user profiles,
and promotion data to determine the optimal offer to deliver.
pattern
data
http://www.voluptatem.quia
IBM
WEBSPHERE
COMMERCE
context
WELCOME
IBM
INTERACT
OFFER
blank
perspiciatis unde omnis iste natus
error sit voluptatem accusantium
doloremque laudantium, totam rem
aperiam, eaque ipsa quae ab illo
inventore veritatis et quasi architecto
beatae vitae dicta sunt explicabo.
Nemo enim ipsam voluptatem quia
voluptas sit aspernatur aut odit aut
fugit, sed quia consequuntur magni
dolores eos qui ratione voluptatem
sequi
nesciunt.
Neque
porro
quisquam est, qui dolorem ipsum quia
dolor sit amet, consectetur, adipisci
velit, sed quia non numquam eius
modi tempora incidunt ut labore et
dolore magnam aliquam quaerat
profile
data
offer(s) &
promotion
code(s)
real-time decision
• blends segmentation, rules,
& learning algorithms
• extends promotions to offers
• coordinates with multiple
channels (offer orchestration)
@IBMExpOne | #smartercommerce
© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
IBM OPPORTUNITY DETECT
IBM ADVANCED PATTERNS
9.1.1
@IBMExpOne | #smartercommerce
© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
IBM Opportunity Detect 9.1.1
 Marketer friendly design-time UI integrated with Platform (using DoJo)
for configuring trigger system that is deployed to run-time system
 Complete critical components necessary to support batch detection use cases
– e.g., containers, container manipulator, select, math/date expression editors
– forward inactivity firing
– copy components
 Real-time input connector (ESB, profiles from db table)
 Bundles IBM InfoSphere Streams for run-time servers
 Localization in group 1 languages (consistent with suite) post release (timing
TBD)
@IBMExpOne | #smartercommerce
© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
Opportunity Detect / Campaign integration
Batch
Event
Detection
Fast batch
Campaign
Real-time
Customer
events
Near real-time
or
Silverpop
Other ESP
Offer tailored for customer
based on
• Behavior patterns
• Offer & Response history
• Segment
Xtify
• Push notification
• Email
@IBMExpOne | #smartercommerce
© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
FAQ – Overview
 What are the Opportunity Detect features planned in 2014?
– IBM Opportunity Detect 9.1.1 will be a re-launch of Unica Detect
– The product name will change to IBM Opportunity Detect
– The Fall 2014 release moves away from all underlying .NET technologies
– The building of detection logic will utilize a different DoJo based UI; but the
process will be similar to today
– The primary differences for processing is that our backend will be powered by
InfoSphere Streams - a very fast and highly scalable real-time analytics engine
developed by IBM. It will support both batch and real time operations
 How will the new version work with Campaign (8.x, 9.x, etc) and Interact
– Initially Opportunity Detect 9.1.1 will integrate with Campaign as it does now –
Detect 9.1.1 will write outcome to a database table and Campaign will read
from that table
– Opportunity Detect 9.1.1 will integrate with Campaign more tightly in a future
release but the details have not been worked out
– Opportunity Detect 9.1.1 can integrate with Interact over the real time services
approach
@IBMExpOne | #smartercommerce
© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
IBM MARKETING OPERATIONS
9.1.1
@IBMExpOne | #smartercommerce
© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
Marketing Operations - 2014
 Advanced workflow - new “form task” *
 Form data entry improvements *
 Advanced workflow – attribute value based branching in requests /
add projects
 Active / Inactive views
 Various usability improvements with forms and lists
 Approvals on mobile devices **
Notes: * to be delivered in Minor release in 1H2014 ** stretch content
@IBMExpOne | #smartercommerce
© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
Marketing Operations – First half 2014
 Advanced workflow - new “form task”
@IBMExpOne | #smartercommerce
© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
Marketing Operations – First half 2014
 Advanced workflow - new “form task”
@IBMExpOne | #smartercommerce
© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
Marketing Operations – Second half 2014
 Advanced workflow – attribute value based branching
in requests / add projects
@IBMExpOne | #smartercommerce
© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
IBM CONTACT
OPTIMIZATION 9.1.1
@IBMExpOne | #smartercommerce
© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
Contact Optimization Performance and scalability
 Several enhancements are foreseen to improve performance and
scalability in high demanding scenarios;
–millions of offer – customer combinations
–large amount of different offer versions for large number of customers
–Highly parameterized offer attributes
 We aim to improve the creation of necessary indexes on key system
tables
 By leveraging a temp table approach
 We aim to improve the SQL generated by the solution in order to better scale and improve
performance **
 In post optimization flowcharts when a mail list or call list is used we aim to improve
performance by focusing on SQL generated and taking into account potentially large
numbers of offer attributes **
 By reducing memory requirements performance improvements
can be achieved **
** Extended content
 By multithreading Chunk creation, we can create Chunks in
parallel and improve performance **
@IBMExpOne | #smartercommerce
© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
Contact Optimization Usability: Test Run Simulation
 The Marketing execution specialist will be able to simulate a run before doing a
production Optimization run, saving time and effort and allows for testing
procedures, rule simulation and quick verification of the impact of rules on a user
specified subset of PCT data
 As a Contact Optimization user and sponsor, I want to be able to verify my
approach from the rules and constraints perspective, and be able to run simulations
or tests of strategic relevant sample data, so I can tune my Contact Optimization
session prior to doing a production run.
@IBMExpOne | #smartercommerce
© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
IBM DISTRIBUTED MARKETING
9.1.1
@IBMExpOne | #smartercommerce
© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
Show Clock Time of the Server
• Times in the
workflow reflect
the server time
• Users working
across multiple
time zones are
uncertain when
setting times in
the workflow
• Showing the
current time of
the server will
allow the field
marketer to
properly set times
relative to server
time
@IBMExpOne | #smartercommerce
© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
Improve usability of large list search and multi-select – business
challenge
 Multi-selecting values on a form drop down list containing many values is
hard to do
– Hard to find values, especially beyond the first value selected
– User is uncertain that the correct values were selected
– No easy way to select all the items on the list
@IBMExpOne | #smartercommerce
© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
Improve usability of large list search
• Search and Select
control will be
available for multiselect form
variables
• The control will
allow users to
search for items in
a long list
• The control will
allow users to
easily set and view
the selected
values
• A button is
provided to select
all values
@IBMExpOne | #smartercommerce
© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
Ability to handle very large lists
 Ability to handle very large lists containing 3 M + customer records in List Manager
module
 Fixed performance issues on List Manager
@IBMExpOne | #smartercommerce
© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
Clustering support
 Scalability: DM application will be scalable and will be able to support and handle
more concurrent users by adding more nodes in the cluster
 High availability – DM application will be highly available. Note: If one node goes
down the user will be redirected to another node, where he will have to login again
and start his work again. Session replication across nodes will not be supported in
v911 release. It may come in later releases.
 Clustering support will be certified on WAS only. We are not certifying clustering
support on Weblogic in v911 release.
@IBMExpOne | #smartercommerce
© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
Omni Channel – Other solution enhancements
 Browser support for Chrome
– Campaign
– IBM Opportunity Detect
– Contact Optimization
– Interact (incl Interact Advanced
Patters)
– eMessage
– Marketing Operations (Installable) *
* Note: Marketing Operations OnDemand already supports Chrome
@IBMExpOne | #smartercommerce
© 2014 IBM Corporation
2014 Fall Release Marketing Update
Sarah Grzybowski
Product Marketing Manager, Omni-Channel Marketing
IBM Internal and Business Partner Use Only
Disclaimer
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.
96
@IBMExpOne | #smartercommerce
© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
Ignite And Grow Customer Relationships value proposition is strengthened
Ignite And Grow Customer Relationships empowers marketers to enrich the
ways they engage each customer and prospect through an omni-channel dialogue
that builds upon past and current behavior – to deepen customer relationships,
increase customer lifetime value, and grow company profit and growth.
The new features and products empower marketers to identify and maximize
the moments that matter most for every customer, using event detection and
real-time marketing to ensure that every customer interaction is as relevant as
possible.
97
@IBMExpOne | #smartercommerce
© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
Business value of major enhancements
IBM Interact can now cascade customer
responses in real time, at the moment
these key engagement events happen.
This enables marketers to learn more
easily from every interaction and to further
refine and personalize customer
communications. Interact users will also
find interact easier to use, deploy, and
administer.
IBM Opportunity Detect enables marketers
to monitor real-time interactions and
trigger personalized, optimized outbound
communications based on those
interactions.
IBM Campaign and IBM Distributed Marketing
now include high availability and cluster support
via algorithms to identify the next listener,
improving the performance and availability of
IBM Campaign (Needs updating)
Marketers
IT
• Faster time to value
• More precise customer targeting and
marketing actions lead to higher response
rates
• Lower overall cost of ownership
• Faster time to value
• Marketers who can optimize their tactics
and treatments mean they are more likely to
be relevant to the consumer, and lead to
higher response rates, loyalty, and churn
reduction
• Better performance in IBM Campaign and
IBM Distributed Marketing
• Greater availability
• Automatic restarts of listeners and fail
over reduces IT overhead
• Less downtime and internal support
@IBMExpOne | #smartercommerce
© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
Simple IBM Interact Cascading Actions Use Case
Customer Browses
Website for tablets
Compares iPad
and Samsung
#1
Customer receives
Offer for free shipping
#2
The
customer
purchases
99
Before the customer
leaves the website,
the customer is
presented with an
offer for free in-store
setup and training
Customer
saves the
cart
Customer
places
iPad in
cart
Customer
selects instore pickup
@IBMExpOne | #smartercommerce
© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
Re-naming IBM Interact Opportunity Detection to IBM Interact Advanced
Patterns
Prior Part Name
New Part Name
IBM Interact Opportunity Detection
IBM Interact Advanced Patterns
IBM Interact Opportunity Detection ATM Kiosk and POS for
zEnterprise BladeCenter
IBM Interact Advanced Patterns ATM Kiosk and POS for zEnterprise
BladeCenter
IBM Interact Opportunity Detection ATM Kiosk and POS
IBM Interact Advanced Patterns ATM Kiosk and POS
IBM Interact Opportunity Detection for Digital Interactions for
zEnterprise BladeCenter
IBM Interact Advanced Patterns for Digital Interactions for
zEnterprise BladeCenter
IBM Interact Opportunity Detection for Digital Interactions
IBM Interact Advanced Patterns for Digital Interactions
IBM Interact Opportunity Detection for Interactive Voice
Response for zEnterprise BladeCenter
IBM Interact Advanced Patterns for Interactive Voice Response for
zEnterprise BladeCenter
IBM Interact Opportunity Detection for Interactive Voice
Response
IBM Interact Advanced Patterns for Interactive Voice Response
IBM Interact Opportunity Detection for Mobile Interactions for
zEnterprise BladeCenter
IBM Interact Advanced Patterns for Mobile Interactions for
zEnterprise BladeCenter
IBM Interact Opportunity Detection for Mobile Interactions
IBM Interact Advanced Patterns for Mobile Interactions
IBM Interact Opportunity Detection for Sales and Service Agents
IBM Interact Advanced Patterns for Sales and Service Agents
IBM Interact Opportunity Detection for Sales and Service Agents
for zEnterprise BladeCenter
IBM Interact Advanced Patterns for Sales and Service Agents for
zEnterprise BladeCenter
100
@IBMExpOne | #smartercommerce
© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
What’s IBM Opportunity Detect?
 Monitor real-time interactions and trigger personalized, optimized outbound communications
based on those interactions
– Has both batch and real-time operations, Infostreams back-end
– New, marketer friendly UI
– Integrated with the Marketing Platform
– Strategic replacement for IBM Detect
Find IBM Opportunity Detect as a sub-product to Campaign
Why? Logical upsell to IBM Campaign
– Does NOT require IBM Campaign to be sold
– Can be sold stand alone and integrated with 3rd party solutions
101
@IBMExpOne | #smartercommerce
© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
Who is most interested in IBM Opportunity Detect?
Primary Industries
•Telelcommunications
•Financial Services (banking,
credit card, brokerage &
investment)
But also…
•Insurance
•Travel & Hospitality
•Retail / Online Shopping
Marketing
• Responsible for CRM
and/or marketing strategies.
Oversees tactical execution
across multiple channels
and media.
• Titles: SVP / VP / Director
of Customer Relationship
Marketing (CRM) / Loyalty /
Marketing
IT
• Responsible for executing
on company's CRM and
marketing strategies
through enabling
technologies
• Titles: SVP / VP/ Director of
IT / Marketing Technology
102
@IBMExpOne | #smartercommerce
© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
Some IBM Opportunity Detect use cases:
It’s about micro targeted outbound marketing
Banking: Interruption in
Payroll (Direct) deposit


Infer: Planning to start business, lost job, retire
Cross sell: Home equity loan, reverse home mortgage
Banking: 2 overdrafts today
after 6 months with no
overdrafts


Infer: Increase in spending
Cross sell: Overdraft protection, credit card
Credit cards: Reviews other
credit card’s APRs


Infer: Thinking of switching cards
Retain: Offer on balance transfer in, lower interest rate
Telco: Increasing volume of
international calls


Infer: Friend or relative now works abroad
Cross sell: New plan
Telco: Customer looks at
different plans and phones
online

Telco: Lapse in recharge
Infer: Customer does not qualify for new phone discount, is thinking about
switching to get new phone at a discount
 Deepen relationship: Encourage signing new contract and phone discount
qualification


Infer: Customer forgot to recharge, thinking about switching providers
Deepen relationship: Encourage recharge message or offer
@IBMExpOne | #smartercommerce
© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
What about IBM Detect?
 IBM Opportunity Detection is a strategic replacement for IBM Detect
– Initial IBM Opportunity Detection will have much of the core Detect functionality
– Plan to reach parity with IBM Detect in 2015
– IBM Detect is not end of life!
– Last released version of IBM Detect is v 8.5
What about current IBM Detect customers?
– Will be entitled to IBM Opportunity Detect with upgrade to 9.1.1
– Do not need to replace IBM Detect on upgrade!
• Can implement IBM Opportunity Detect to take advantage of new patterns, negative event
firing and real-time interaction monitoring
• Retain IBM Detect for any gaps required for their business
@IBMExpOne | #smartercommerce
© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
What about new sales opportunities?
When to add IBM Detect…
Lead with IBM Opportunity Detect
•
Real-time interaction monitoring for
more timely outbound messaging
•
Negative event detection
•
Future enhancements
•
Simplify the sales and
implementation process
•
•
•
105
•
Sequence patterns and trend
components are necessary in
initial implementation
•
Quick-start OOTB patterns are
necessary
When to Sell to IBM Detect
Translation is required
They have an Oracle environment
Current in-process deals
@IBMExpOne | #smartercommerce
© 2014 IBM Corporation
IBM Internal and Business Partner Use Only
New Assets
 Ignite And Grow Customer Relationships Solution Brief
 There’s an app for that: how mobile is changing multichannel marketing
ondemand webinar
Coming Soon
 New IBM Opportunity Detect sales kit will be made available on SSW &
Partnerworld for the release
 In December
 Make Every Moment Matter with In-Depth Insight into Customer Behavior:
webinar Dec. 3rd
 Supporting whitepaper
106
@IBMExpOne | #smartercommerce
© 2014 IBM Corporation
Q&A