© 2012 IBM Corporation Introduction to IBM Interact for partners Alan Bunce, IBM product marketing

© 2012 IBM Corporation© 2012 IBM Corporation

Introduction to IBM Interact for partnersAlan Bunce, IBM product marketing


Building a “Smarter Planet” is a central IBM objective

www.ibm.com/smarterplanet


“Smarter Marketing” fits well with this goal

marketing

www.ibm.com/smarterplanetwww.ibm.com/smartermarketing

© 2013 IBM Corporation

IBM INTERACT FITS HERE

Smarter Marketing software solutions are focused on user roles

USERS NEED

Digital marketers

Attract and convert visitors to Web sites and other digital properties

Digital Marketing Optimization

Customer relationship marketers

Engage customers in one-to-one dialogues across communication channels

Cross-channel Marketing Optimization

Marketing leaders & planners

Improve marketing operations and make better marketing plans

Marketing Performance Optimization

Merchandising & sales planners

Make the best possible price, promotion and product mix decisions

Price, Promotion, and Product Mix Optimization

SOLUTION

Customer Experience Management

E-business & e-commerce leaders

Eliminate obstacles in customers’ digital experiences that block conversion or other goals


IBM INTERACT FITS HERE

Smarter Marketing software solutions are focused on user roles

EXAMPLE FEATURES

Digital Marketing Optimization

Cross-channel Marketing Optimization

Marketing Performance Optimization

Price, Promotion, and Product Mix Optimization

SOLUTION

Customer Experience Management

• Web/Digital analytics• Product & content recommendations• Search marketing bid management

• Email targeting• Display ad targeting• Web personalization

• Outbound campaign management• Real-time interaction management• Email design & delivery• Campaign planning

• Contact optimization• Event detection• Distributed marketing• Lead routing & monitoring

•Assortment optimization•Deal management•Lifecycle price management•Promotion management

•Shopper insights•Strategic marketing planning•Trade optimization

•Program planning•Budget & expense management•Cross-channel interaction history•Response attribution

•Reporting & calendars•Project & approval workflow•Marketing asset management

•Customer session replay•Problem identification & resolution•Customer behavior analytics•Customer experience dashboard

•Usability analytics•Customer service rep interface•Customer session archive


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

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HOME PAGE

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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 !


IBMINTERACT

How Interact works – basic

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context

profiledata

offer(s)

• blends segmentation, rules & algorithms• coordinates with outbound/batch

real-time decision



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WELCOME


OFFER


How marketers are using IBM Interact

Marketers use IBM Interact to:

Increase conversions on Web sites

Help call center agents retain and cross-sell/up-sell

Help in-store/in-branch personnel engage customers on the spot

Present offers on ATMs during withdrawals & deposits

Use point-of-sale offers to get customers back to the store sooner

Present offers on in-store kiosks to influence that day’s purchase

Personalized confirmation emails

Send messages to mobile devices based on location

Deliver personalized messages in Facebook apps

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Interact success stories where IBM & partners worked together

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Winner, Smarter Commerce Global Summit “Market” Award, 2013

Finalist,Marketing Success Award,Unica customer conference,2010

Presenter, Smarter Commerce Global Summit, 2013


Real-time marketing is on the rise, especially for marketing leaders

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Customer service / Call center

Website

Face-to-face (i.e. in-store, branch)

Social Media (i.e. Facebook, Twitter,

blogs, review sites)

Mobile channels (i.e. SMS, mobile

email/web sites, applications)

Kiosk / ATM

Adjusting real-time offers based on context

2.6x

Survey question:In which of the following channels is your company delivering or planning to deliver targeted/personalized messages in real-time?

Source:The State of Marketing: Annual Survey of Marketers, 2011conducted by IBM – click here to obtain a copy.


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 and event pattern

recognitionReal-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



blank

WELCOME


OFFER

globalOffers can be:

segment-level

individual-level

IBM Interact

offers

segment definitions

interaction history

Can use common:


New feature from the last release: IBM Interact can recognize event patterns

Value: better real-time decisions with better response rates

Value: better real-time decisions with better response rates

Real-time decisions

customerprofile current

context

patterns over time

Factoring in patterns over time:

person visits iPad page

person visits iPad page after visiting Kindle Fire

and Samsung Galaxy pages earlier in the week

vs.

person calls about mortgage rates vs.

today’s call about mortgage rates is

the third this month


Advantages to IBM Interact’s approach to real-time decisions

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Stepwise approach increases control over the process

Offer flexibility allows for multiple audience levels

Blend of algorithms & manually-built logic gets best results

Inbound/outbound integration builds customer dialogs

Role-based UI includes intuitive interface for marketers


Benefits of using IBM Interact

More targeted marketing opportunities by turning customer touch-points into marketing channels

Better response/conversion rates from:–Presenting offers when customers are ready to listen– Increasing relevance of offers by considering context

Improved customer experience by:– Increasing the value of inbound interactions–Connecting inbound & outbound to create dialogues over time

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Results from real IBM Interact users

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4x response ratefrom Web site offers selected in real-time, not pre-calculated

5% increase in sales volume from Web personalization

250% increase in clicks per day,

400% increase in revenue per impression from Web and transactional

email personalization

Cross-sell success rate increased

from under 10% to more than 40% in call centers and retail shops

More personalized offers delivered in a week during

inbound interactions than previously in a year with

only outbound campaigns, with higher response rates

200% increase in sales attributed to offers printed on

receipts at point-of-sale


What does a company need in order to be prepared to use IBM Interact?

Vision – for how to transform the customer experience at every live touchpoint

Skills – real-time marketing skills, tech- and data-saavy power users, IT support

Organizational alignment – channels owners on-board with marketing

Help from experts – like our IBM partners!

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Resources & call to action

Many of these slides, and more information on IBM Interact, are in the Interact sales kit on ParterWorld.

The Interact sales kit is part of the larger IBM Cross-channel Marketing Optimization sales kit on PartnerWorld.

Call to action: please reach out to your IBM partner relationship to learn more about IBM Interact and the rest of the IBM Smarter Marketing solutions!

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RTIM customers IBM serves have a range of needs – this is not a “one size fits all” market

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Carts & content: e-commerce managers who want shoppers to put more in their carts; content owners who want visitors to read more

Digital personalization: digital marketers who want to personalize Web site and mobile experiences

Cross-channel marketing: marketing leaders who want to coordinate targeted marketing across all customer touchpoints

Cross-functional customer experience management: cross-functional corporate teams which want to consider more than just marketing actions during customer interactions

digital

inbound

outbound

traditional

PRIMARY USE CASES


cross-functional customer experience

Each use case extends the type of “action” and the type of communication channels in play

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digital cross-channel

marketing

cross-functional

CHANNELS

ACTIONS

cross-channel marketingdigital personalization

carts & content


IBM products and solutions support each real-time scenario, building on and adding to each other

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marketing

cross-functional

CHANNELS

ACTIONS

IBM Digital Recommendations

IBM Marketing Center

IBM Interact

+ IBM SPSS Modeler

+ IBM SPSS Collaboration & Deployment Services (CDS)

(Interact + SPSS Modeler, CDS) + IBM SPSS Decision Management + IBM Information Management + IBM NBA Optimizer

carts & content

digital personalizationcross-channel marketing



Moving across the spectrum also represents as shift from packaged, purpose-built applications to more of a solution approach

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marketing

cross-functional

CHANNELS

ACTIONS

carts & content

digital personalizationcross-channel marketing


tailored solution

packaged application

IBM Digital Recommendations

IBM Marketing Center

(Interact + SPSS Modeler, CDS) + IBM SPSS Decision Management + IBM Information Management + IBM NBA Optimizer

IBM Interact

+ IBM SPSS Modeler

+ IBM SPSS Collaboration & Deployment Services (CDS)

Often now branded as “IBM Next Best Action Signature

Solution”



What Is IBM Contact Optimization?

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CONTACT OPTIMIZATIONCONTACT 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


What Is IBM Opportunity Detection?

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EVENT-BASED MARKETING EVENT-BASED MARKETING software:

Monitors customers’ granular transaction data and identifies meaningful behavioral changes

Alerts lead management or campaign management systems

Can work with overwhelmingly large volumes of data without requiring heavy additional IT investment

Comes with a library of trigger definitions and tools to define and build new triggers


IBM Marketing Center: Cloud-based solution for digital marketers - combines web analytics data with real-time marketing in single app

• Deliver marketing communications designed for each customer as an individual

• Primarily use web analytics data as input, upload offline data to enhance online profiles

• With a few clicks go from analytical insight to campaign management

• Email marketing

• Site personalization

• List targeting

• Automate A/B testing

• Automate marketing tracking & analytics

• Use campaign management for orchestration, scheduling, prioritization, avoid contact fatigue

• IBM Digital Analytics customers: no retagging needed

• New customers: Can use as a standalone after adding IBM tags

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Primarily uses digital analytics data as input. Enables upload of offline data as needed.

Documents

© 2012 IBM Corporation Introduction to IBM Interact for partners Alan Bunce, IBM product marketing