Inbound marketing use cases v4 - IBM · Inbound Marketing thru e-mail, direct mail, web site, call center Brandon deposits an unusually large sum of money into his account, based

© 2011 IBM Corporation

Enterprise Marketing Management Cross Channel Marketing Optimization

Unica Campaign and Interact Overview and Use Cases

IBM Ecosystem Development


Overview

•Overview of Enterprise Marketing Management Capabilities for Cross Channel Marketing Optimization

– Industry Business Scenario and Use Case - Banking

•Unica Campaign

•Unica Campaign – ISV Integration and API’s

•Unica Interact

•Unica Interact – ISV Integration and API’s

2


Buying habits

PO

S D

ata,

Mar

ket B

aske

t Ana

lysi

s, P

rope

nsity

In

form

atio

nS

egm

ents

, clu

ster

s, a

ctio

nsSocial, affiliates, and partners performance metrics

Fulfillment sourcing relationships

Supplier collaboration for endless aisle, vendor-direct shipments, drop-ships, made-2-order

Site performance metrics

IBM Confidential

Targeted Offers,Personalized promotions

delivered via email, mobile, mailers

AdministrationAdministration[ Core Retail Merchandising][ Core Retail Merchandising]Merchandise Planning,

Assortments, Forecasting]

Merchandise Planning, Assortments, Forecasting]

Merchandise Planning, Reporting

Merchandise Planning, Reporting

PO, Cost, Deals, Trade Funds,

Allocation and Replenishment

PO, Cost, Deals, Trade Funds,

Allocation and Replenishment

Financial Performance Management]

Financial Performance Management]

HR, AdministrativeHR, Administrative

FinanceFinance

[Retail Performance Measurement and Reporting][Retail Performance Measurement and Reporting]

[Customer Information Management][Customer Information Management]

[Product Information Management][Product Information Management]

[Enterprise Integration and BPM][Enterprise Integration and BPM]

Segments, clusters, actions

Transactions

and Behavior

Optimize supply-network connections between product, DC, vendor, sourcing

Targeted Offers, promotions

Tender auth / settlement fraud detection, address verification

Payment Processing

Payment Processing

Fulfillment instructions, inv visibility, receipts, shipments, inv-adj, ASNs, cycle

counts

[Retail Business Analytics][Retail Business Analytics]

(Inventory Optimization)

(Supply Chain Visibility)(Partner Integration)(Warehouse Management)(Transportation Management)(Transportation Optimization)[Supply Network Optimization]

[Market Basket Analysis)

[Customer Segmentation)

(Sourcing)

(Supplier Lifecycle Management)

[Inv Mgmt., Stock Ledger, Sales Audit)

Legend:

MarketSell

Service

Sell

(Distributed Order Management)

(Commerce)

(Web Analytics) (Customer Support)

(Campaign Management)

MDM Server

MDM Server

WMB BPM

Enterprise Marketing Management (EMM)

capabilities:

•Acquisition of customer behavior

information through all ‘owned’ and

partner/ social interaction channels

• Analysis, mining and coalescing of the

wealth of behavior information into

actionable application data

• Execution of Marketing Strategy

across all interaction channels, driven

by this acquisition and analysis

• Unified, enterprise-wide, Marketing

Operational Management

Smarter Commerce Architecture Overview

© 2011 IBM Corporation4

Lifecycle Stage Marketer’s Goal Marketing Solution

Attract

Engage

Convert

Grow LifetimeValue

Retain &Win Back

AdOptimization

Site Optimization& Targeting

Lead Nurturing &Re-Marketing

On-Boarding andCross, Up & Repeat

Sales Marketing

RetentionMarketing

Suspects(anonymoussite visitors)

Prospects(registered

visitors)

New Customers

High-Value

Customers

At-Risk& Former

Customers

Web traffic analysissuites &expertise

Holistic marketing

solution& expertise

Marketing Stages – Holistic Marketing


Improved customer value, loyalty and retention5%–15% increase is typical

Higher campaign ROI15%–30% increase is typical

Increased response rates10%–50% increase is typical

Other business metrics improvementsrevenue, profit, others vary by industry (assets under management, basket size, # products owned, etc.)

More campaigns with the same resources2–5x increase is typical

Reduced cycle time for marketing efforts40%–80% reduction is typical

Reduced marketing costs20%–40% reduction is typical

Lower customer acquisition costs25%–75% reduction is typical

More effective marketing More efficient marketing

Value Proposition to Marketers


Engages each customer and prospect in a one-to-one dialogue across communication chann els

ManageCampaign planning & approvals

Offer lifecycle management

DecideCross-channel campaign managementReal-time interaction managementContact optimizationDistributed marketing

DeliverEmail delivery and deliverabilityChannel integrationLead routing & monitoring

CollectContact & response history

Digital behaviorEvent detection

AnalyzePredictive analytics

Visual exploration & selection

Interaction Optimization


Outbound & Inbound Marketing Scenarios with UnicaCampaign & Interact

Increase conversions on Web sites, paid search and add affiliates

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 offers in direct mail & email

Send messages to mobile devices based on location

Deliver personalized messages in social networks & apps

7

Discount

Free Gift

X-sell

Informative

Re-route

Targeted Marketing Messages and Offers driven by

Campaigns


Banking Industry Scenarios and Use Cases

� Driving marketing campaigns thru relevant, personalized offers for loyalty program activity, call

center interactions, account activity via e-mail, loyalty/bank website, mobile / SMS messaging, call

center, CRM

� Loyalty program scenarios – deliver marketing messages and offers to precisely targeted customer

segments:

– Reward program membership accounts and level in credit/debit card usage based loyalty

program

– High-net-worth clients – eligibility and use of personal banking services and special

events/seminars

– Depth of the relationship with the bank – number of accounts, types of accounts

� Campaigns can be defined based on triggers across multiple opportunities in the customer life cycle,

from customer acquisition, on boarding, account activity, retention

– Engage and reward new customers upon opening an account - drive highly relevant cross-sell

offers based on inputs captured during the account opening session and historical data

– Engage loyal customers opening an additional account or using the bank’s social media with

targeted offers – loyalty, cross-sell/up-sell

– Engage and reward targeted customer segments based on large transactions, first rewards

redemption

– Target customers with account usage/charge frequency for a customer retention campaign to

drive additional services, special offers/discounts and up-sell/cross-sell


FIRST NAME Brandon

LAST NAME Smith

EMAIL

ADDRESS

bsmith@gma

il.com

CITY New York

STATE NY

ZIP 10027

ACCOUNTS Checking,

Savings

PLATINUM

CC

NO

NEWSLETTER YES

MOBILE APP YES

ACCOUNT

CREATION

5/1/2008

Banking Industry Scenario and Use Case for Cross Ch annel Outbound Inbound Marketing thru e-mail, direct mail, web sit e, call center

� Brandon deposits an unusually large

sum of money into his account, based

on his historical deposit pattern.

� This triggers a campaign in IBM

Campaign, which can identify

relevant offers thru multiple

channels, based upon Brandon’s

customer profile attributes and/or

actions.– Direct mail, e-mail, websites, SMS

� Clicking through the email, Brandon

lands on the bank website, where a

platinum credit card offer has been

selected for him from Campaign or

Interact

Customer’s deposit activity triggers an outbound marketing campaign

Large deposit


Customer interactions across channels and sessions triggers inbound marketing

� IBM Interact drives relevant and real-time offers based on

Brandon’s customer profile, purchases/interactions, as well as

session-specific details

� Brandon decides to transfer a portion of his large deposit from

checking to some other type of interest-bearing account. He calls

his banks Toll Free Hotline to speak to someone in person.

� Call Center application provides Customer Service Representative

(CSR) what Campaign & Interact offers Brandon has been

extended, regardless of channel. The CSR sees Brandon has been

presented the Platinum Credit Card offer and they mention that to

him.

� Interact also matches additional qualifying offers for Brandon and

selects an offer for bonus loyalty points if he applies now.

10

Banking Industry Scenario and Use Case for Cross Ch annel Outbound Inbound Marketing thru e-mail, direct mail, web sit e, call center

WEB

WEB

76B

Page View: HELOC – Xpress Home Equity Loan


Unica Interact & Campaign deliver personalized offer s to Call Center & CRM applications

Call Center/CRM application retrieve personalized best offers

from Campaign & Interact

Personalized offers incorporated in webpage content or presented to CSR’s, field sales, CRM users, call center, etc…… for cross-sell/up-sell including• detailed product descriptions• attributes (sizes, amounts, styles)• product photos, video, media• sales script• any additional relevant content for the offer

Personalized offers incorporated in webpage content or presented to CSR’s, field sales, CRM users, call center, etc…… for cross-sell/up-sell including• detailed product descriptions• attributes (sizes, amounts, styles)• product photos, video, media• sales script• any additional relevant content for the offer

Campaign & Interact


Overview

12


– Industry Use Cases

•Unica Campaign

•Unica Interact

•ISV Integration and API’s


Supports the End-to-End Campaign Life Cycle

OffersContacthistory

SegmentsResponse

history

Logic

Campaign performanceOffer performanceROI analysis

Offer managementStrategic segmentsTarget cellsSizingSuppressions

Segmentation & targeting

Offer & channel assignment

Output formattingCampaign validation

Multiwave schedulingList generationContact history

Response attributionResponse history


Tap into customer level details and place into targeted segment

Trigger e-mail, direct mail, website ads & more

Unica Campaign to drive cross-channel personalized offe rs

� IBM Campaign empowers marketers to create multi-

channel, multi-wave campaigns to present highly

personalized offers to their customers and prospects

using a simple visual interface

� Channel agnostic, multi-channel (Direct Mail, email,

SMS, Call Center, Facebook/Twitter, etc.) and is

designed for use by Marketers.

� Campaigns can be scheduled to run at specific times

or triggered via some activity, such as an abandoned

cart.

� All campaign contacts and responses are captured

and full performance reporting is provided using the

Cognos platform with out-of-the-box and ad-hoc

reports

14

Match offers to target cells and define fields for output of Offer content


IBM Campaign - Cross Channel Marketing Optimization

15

Selection &

Segmentation:• Select target

audience

• Suppress groups

• Create segments

• Assign offers

• Sample for testing

� Design, execute, measure and analyze outbound direct marketing campaigns

� Simple to complex, large-scale, multi-wave and cross-channel campaigns

� Central repository for re-usable offers, segments and contact & response history

� Platform for add-on modules:– Email marketing [IBM eMessage]– Real-time interactions management [IBM

Interact]– Contact optimization [IBM Contact

Optimization]– Distributed marketing [IBM Distributed

Marketing]

Offer delivery and response:

• generate list of target customers for each

delivery channel – email, SMS, Social networks, ….

• send to add-on EMM products – eMessage,

Interact

• output lists to be delivered to an outside service

provider, such as direct mail provider

Omni-Channel Marketing


Simple overview of IBM Campaign

16

communication channels

IBM Campaign

(1) accesses customer data

(5) schedules runs & waves

(6) generates and delivers lists of targeted customers and their offers

7) tracks contacts and responses, attributes results

(2) manipulates data

(3) selects & segments

customers

(4) assigns offers to

customersoften replacing slow

processes involving

custom-coded

database queries

Omni-Channel Marketing

Preferred Product

Categories Preferred Channel

Participation in Loyalty

Program

Use of In-House Credit

Card

Use of Service

Programs

Return / Exchange

Behavior

Breadth of Categories

Shopped

Length of Time as

Customer

Recency + Frequency +

Value

Response to Media

Time until Repurchase in

Key Categories


Design segmentation logic using flowcharts, drawing on both behavioral and demographic data

17

BEHAVIORALSEGMENTS

DEMOGRAPHICSEGMENTS


Define targeted segments from customer information available from any marketing data sources • previous responses• profile data• customer registration data• customer behavior• orders and transactions• loyalty program

Example - Monthly Email Newsletter:• select individuals who have opted into email• further segment by gender

Campaign Flowchart – Marketing data helps drive custome r segmentation

• demographics• web analytics• customer interaction history• call center interactions• social media participation


Many options are available in the Select process for very flexible segmentation logic• Macros• Variables• Queries• Derived fields

Completely up to the marketer designing the Campaign how to select and specify segment definitions leveraging any available marketing data

Campaign Flowchart – Segmentation selection logic

• Queries by fields in the datasource• Merge, exclude/include• Compare groups


• Data needed for marketing campaigns typically residing in multiple sources and repositories, data feeds & services

• UDI allows campaign logic to select targeted customers using queries on available fields in multiple data sources in their native location

• Insulates campaign designers from building SQL queries

• Less reliance on IT for leveraging external marketing data in Campaign

Query 1

SQL

Query 2 Query 3

Campaign Flowcharts – Access Marketing Data Anywhere

Visitor Data� Customer Profile � Demographics� Business Segments� Transactions� Marketing Campaigns


Campaign Flowchart – Offer Assignment

global

Offers can be:

segment-level

individual-level

• Assign offers to targeted segments• Set values of parameterized offer attributes


Campaign Offers

2Offer category

Promo interest rate

Promo rate duration

Go-to interest rate

9/08/2012

6/18/2012

E-mailChannel

Effective date

Expiration date

Cost

Standard attributes

College logo card

ABC-123

College cardOffer name

Offer code

Description

Related products

Credit Card Offer – Colleges

Basic Attributes

Custom attributes

6.25%

90

12.25%

Standard attributes of products in offer, default targeted segments, cost, link to offer details, creative content, …

Parameterized attributes that can change or personalize each time the offer is applied

• based on any available data, ie:

• customer segment, delivery channel, offer content, local factors, seasonal, customer provided promotion code, etc…..


Campaign Flowchart – Offer Personalization

global

Offers can be:

segment-level

individual-level

• Select fields from offer and segment to choose to personalize the content of the offer being delivered• Fields can be global, segment level or individual in the segment

Example - Monthly Email Newsletter:• Assign seasonal sale offer to selected individuals in the target segment • create output for email which includes the e-mail address and any fields for personalization (e.g. Name, Gender, Offer Name/Details/URLs, …)


Campaign Flowchart – Offer Delivery Channels – List Crea tion, eMail, SMS, Direct Mail, Social, IBM Interact


Campaign flowchart entries for tracking responses• Captures responses to Response History database tables

• Who was contacted, date, campaign, cell, offer, treatment

• Response can be:• Inferred (were sent the campaign and purchased)• Direct (used a code that was included with the offer)• Viral (were not in the campaign but used the code)

• A second wave offer could be sent to non-responders to further nurture those individuals, or to responders to thank them for their purchase.

Campaign Flowchart – Response Tracking


Overview

26


– Industry Use Case

•Unica Campaign

•Unica Interact



Inbound Marketing Opportunities – Unica Interact

?

CALL CENTER

WWW

GreetingsReason for Call

Resolution..AuthenticationHold Time…

?

?

?

OFFEROFFER

OFFER OFFER

Real-Time Personalization for client facing systems – websites, Call Centers,

ATMs, Kiosks, CRM/Agents, Loyalty, etc

- Exploits online and offline customer data to create real-time customer interactions

- Rules driven approach for messages, offers, personalization based on

- person, group, segment, session, product, industry, etc…..

- leverages segmentation, offers, campaigns & interaction history in Unica Campaign


FName Rick

Segment Suburban Family

Search Home Theater

SYW Points 1000

Last Purch 60 days

LP Brand Kenmore

What Offers does Rick

Qualify to receive?

Which Offer(s) score

highest based on all known

Profile and session

information (incl. Last

Purchase, Current Session

Search, Segment, etc)

Which Offers are Eligible

based on the Zones

available to populate?

Which Offers have

performed best with

other consumers like

Rick?

Serve the following

Offer(s)

Track and incorporate

response in real-time,

optimize learning

Cross Channel Marketing - Real-Time Personalization

• Behavioral Models

UNICA INTERACT - Real-Time Decisioning

� Offer Selection

� Offer Rules & Scoring


How Interact’s real-time decision process works

29

?

OUTPUT:Winning offer(s)

ELIGIBILITYIdentify which offers that segment is eligible for

OFFER DELIVER

Select & pass the required number of

offers from scored list

SEGMENTATION

Put the customer into a segment using real

time session context & customer profile

OUTPUT:Offers with

scores

SCORINGScore each offer for that person (mix of manual

and algorithmic scoring)

OUTPUT:SegmentAssigned

INPUT:Customer

profile

Records offer presentation and disposition/response Can be factored into self-

learning for future scoring

INPUT:Session

data

Suppression / Inclusion

Adjust list of offers using white/black lists and suppression rules

OUTPUT:Final list of

candidate offers

OUTPUT:Preliminary list of candidate offers

PRE-CALCULATED

DECISIONSBuilds white lists and black lists

Unica Campaign

Unica Interact


tabletInterest (retail)

iPadPageViewed kindlePageViewed galaxyTabPageViewed

atRiskCustomer (mobile)

reviewedAgreementTerms lowUsage

mortgageInterest

mortgagePageVisited > 3

FREE Overnight Shipping on

Tablets

Mortgage Consultant Outreach

$150 credit towards new phone

Target customers with “Event Pattern” based personal ization of offer selection

� Customer events indicate near-term propensity and purchase potential

� Service request, pages visited, search terms, media viewed, etc….

� Interact listens for and tracks relevant events at the audience level until event pattern criteria is met and can trigger one or more actions

Criteria: Actions:

Behavioral Triggers drive inbound marketing interactions


3131

Smart

Segment 1

(Banking

Only)

Smart

Segment 3

(High Saving

Value)Zone A

Detailed Itemsample contentfor this goeshere samplecont

Category Introsample contentfor this goeshere samplecont

?

Welcome

sample content for thisgoes here sample cont

? ?

?

????

Zone C

Safe Investing

Online Banking

Treatment Rules

Smart

Segment 2

(Insurance

Search)

Life Insurance

65

60

95

Offer Scores Eligibility

A. Click to Talk

B. Mortgage Calc.

80

Offer Scores Eligibility

80

Zone B

Design Principles Driving Real-Time Offer Selection

global

Offers can be:

segment-level

individual-level


Determine offer eligibility by using “interaction stra tegies” to map zones in the interaction channel to segments and offers

32 Demo & Education module - Interaction Strategies in Interact


Offer selection and eligibility based on treatment ru les and apply offer scoring

3333

GlobalOffers

TreatmentRules

Individual Offer/ Next Best Offer

Offer Expiration Dates

Campaign Start/End Dates

Individual Suppression Table

Max # Presentations Rule

Marketer’s Offer Score &Advanced Eligibility Rules

AUDIENCE-LEVEL SEGMENT-LEVEL INDIVIDUAL-LEVEL

global

Offers can be:

segment-level

individual-level

Eligible Offers

Prioritized Offers

Qualified Offers

Scoring of Offers - Self-Learning & Arbitration


Self-learning & Arbitration to optimize offer scoring a nd prioritization using predictive indicators and offer accept rate by similar customers

34

3.9 % APRon Balance

Transfer

Towne 12-month CDs

with 1.25% APY

Try our Mortgage

Calculators

3.9% APR on Balance

Transfer

OffersIncome Balance Gender CD MMA

50k 100k 150k <2K 5K 8k M F Yes Yes

Must be enough relevant data in each attribute to

achieve confidence level

Each Offer is independent,with offer specific predictive indicators based on behavior or demographics attributes

Non-predictive variables are trimmed


Overview

35


– Industry Use Case

•Unica Campaign

•Unica Interact



Smarter Commerce Architecture Overview – Functional view


Cross Channel Campaigns – Smarter Commerce Context & Solution Architecture

CRMCRM

Customer Interaction

Case / Claims Mgmt

Leads Mgmt,

Progression

FAQ, Knowledgebase

Call Center/Contact

Center Integration


Case / Claims Mgmt

Leads Mgmt,

Progression

FAQ, Knowledgebase

Call Center/Contact

Center Integration

Segments,

clusters, actions

[Campaign

Management]

[Campaign

Management]

Buying habits

[Customer

Segmentation][Customer

Segmentation]

[Market Basket

Analysis]

[Market Basket

Analysis]

Customer Data Infrastructure

Rich Customer Data

Common Offer Management

Contact and Response History

Customer Profile

Campaigns, promotions, offers, rules,

customer lists, product information, contact

history

Customer interactions,

profile data, orders,

product interest

Social Media &

Applications

Social Media &

Applications

Ratings, Reviews,

Feedback, Media

Sharing, Product

recommendations

Ratings, Reviews,

Feedback, Media

Sharing, Product

recommendations

Digital & Web

Analytics

Digital & Web

Analytics

Customer

Analytics

Web & Social

Analytics

Real-time

Marketing

Interaction

History &

Attribution

Customer

Analytics

Web & Social

Analytics

Real-time

Marketing

Interaction

History &

Attribution

Segmentation, conversion

events, product interest,

clickstream


product interest

Customer segments/graph

Loyalty

Applications

Loyalty

Applications

Program

memberships &

levels, customer

profile data, offers

Program

memberships &

levels, customer

profile data, offers


product interest

Campaigns, promotions,

offers, rules

Call CenterCall Center


Case Mgmt

Customer Care

Transactions, Orders

Telephony/Chat


Case Mgmt

Customer Care

Transactions, Orders

Telephony/Chat

Web Social Search Mobile Email

Offers delivered via multiple

channels; Response management

Campaigns,

promotions,

offers –

Campaign &

Interact API


profile data, product

interest

Access

customer

profile &

behavior data

using UDI


Solution Description

NICE Service-to-Sales (S2S) is a unique solution for transforming contact centers into profit centers. It helps

maximizing inbound revenues by identifying sales opportunities, finding the next-best-offer in real time, guiding

service representatives through the entire interaction and automating order fulfillment tasks. Our unique expertise

in human–assisted interactions enables our customers to balance between streamlined operations and revenue

generation imperatives.

Unique Value of joint Solution

The integrated offering bridges the gap between the Marketing and Customer Care organizations, and provides the

solutions for effective, cross-channel inbound/real time marketing programs. NICE S2S analyzes CSR activities,

then based on IBM Unica’s real time next-best-offer recommendations – guides the CSR through the interaction

flow to achieve higher conversion rates.

Cross Channel Marketing ISV Use Case and Highlight – NICE Service-to-Sales


Call Center

Web

Real-timeChannels

POS

Unica Campaign and Interact Architecture Drive Cross-channel Campaigns and Real-Time Personali zed Offers

� Decisioning

� Retention

� NBA Treatment

� Real-time Flowcharts

UNICA INTERACT -Real-Time Decisioning

Interactive Marketing

� Customer Marketing

� Segmentation

� Prioritization

� Offer Assignment

UNICA CAMPAIGN -Batch Campaign Management

Context / Behavior

OffersCross-sell

Up-sellBehavioralModels

CONTACT CHANNELS

Call Center

Retail POS/

eMail

Direct Mail

Web

Offe

r Li

sts

(Offe

rs m

appe

d to

C

usto

mer

s)

ISV Integration Opportunities

Customer Data Infrastructure

Rich Customer Data

Common Offer Management

Contact and Response History

Customer Profile� Contact Profitability� Capacity

Assignment

Contact Optimization

Global

Rules

Opt

imiz

ed

Con

tact

s

Pro

pose

d C

onta

cts

OffersCross-sell

Up-sell


Unica Campaign API: Cross-channel Campaigns and Real-Time Personalized Offers

Unica Campaign Services API : – Provides fine-grained access to Campaign components, data

integrity & security using architecture of Campaign– Co-resides with, and minimize the effect on, existing Campaign GUI-

based users– API is a façade that provides a client view of a running IBM Unica

Campaign application instance– API supports operations on campaigns, campaign attributes, offers,

and target cell components:• Creation, discovery, read, update components• Working with component attributes (such as offer criteria, segment

attributes, offer dates, etc)• Fetching of flowchart run results

– Java API examples at: <CAMPAIGN_HOME>/devkits/CampaignServicesAPI/samples

– Web Services API Javadocs at: <CAMPAIGN_HOME>/devkits/CampaignServicesAPI/javadocs/index.html

40

OffersCross-sell

Up-sell

CONTACT CHANNELS

Call Center

Retail POS/

eMail

Direct Mail

Web


IBM Unica Interact Services API :

� Calls to Interact to retrieve personalized offers incorporated in webpage content or within any application such as presenting next best action or marketing message to CSR’s, field sales, CRM users, call center, etc……

� Interact API available as:– Web Service & Java API

– Javascript tags for dynamic offers on webpage

– Dynamic URL API

� Key interfaces for retrieving Offers from Interact API:– OfferList – returns an array of RecommendedOffers

defined for the interaction point in the interactive channel

– Offer – provides access to Offer parameters, attributes and scores, ie: an image or creative content for the offer, product details, discount code, etc…..

41

Call Center

Web

Real-timeChannels

POS

� Decisioning

� Retention

� NBA Treatment

� Real-time Flowcharts

UNICA INTERACT -Real-Time Decisioning

Context / Behavior

OffersCross-sell

Up-sell

Unica Interact API: Cross-channel Campaigns and Real-Time Personalized Offers


Unica Interact API – Runtime Architecture

Ent

erpr

ise

Ser

vice

Bus

Call Center

Website –

Commerce, Affiliates, Paid Search

Loyalty

Kiosk

Mobile

execute Login (0132, getOffers(WSHomePage,1), getProfile(0132))execute Login (0132, getOffers(WSHomePage,1), getProfile(0132))

OffersCross-sell

Up-sell


IBM Unica Interact Javascript Tag

Interact WebConnector

– Provides a service on the Interact runtime server that allows JavaScript code to call the Interact Java API

– Enables calls to Interact for real-time offer personalization using only embedded JavaScript code where you may not have server-side programmatic control over the page display such as with Java, JSP, PHP or other server-based scripting

– Automatically installed with Interact as a separate JSP based web application

43

– One single, simple page tag to apply to page groups with Tag Manager, enabled thru DDX

– Can be customized as a combination of HTML, Javascript and CSS for each interaction point

– Can also include variables that will be replaced by Interact parameters at runtime

– Example: ${offer.HighlightTitle} will automatically be replaced by the offer title in the specified location of the Interaction Point

– Default templates and examples are provided


UDI Data Mappings

– Speeds up process to have Unica Campaign up and running quickly with campaign related data for marketers to start defining audience segments in Campaign flowcharts

• Customer Profile

• Demographics

• Business Segments

• Social & web customer behavior

• Transactions

• Marketing Campaigns

– UDI enables marketers to import campaign / audience related data and map to Unica “base”and “dimension” tables for creating segments

– Avoids need for proprietary datamarts or data modelling/ETL

Rich Customer Data

Quickly access marketing related data from external applicationsto readily use in Unica Campaign processes and flowcharts

IBM Unica Campaign: Augment customer marketing data for better targeting,segmentation and personalization

Preferred Product

Categories Preferred Channel

Participation in Loyalty

Program

Use of In-House Credit

Card

Use of Service

Programs

Return / Exchange

Behavior

Breadth of Categories

Shopped

Length of Time as

Customer

Recency + Frequency +

Value

Response to Media

Time until Repurchase in

Key Categories


UDI Data Mappings– Can access data from any ODBC accessible database tables or delimited/fixed-length field text

files

– UDI Mapping Wizard creates a simplified metadata model to access data as needed while

building Campaigns

– Base tables from external datasources for an entity, or identity, that you want to work with for

marketing efforts, such as household, customer, or account

– Dimension tables containing information that augments and joins to a base table; for example,

demographics, accounts belonging to a customer, order transactions belonging to a customer,

social profiles

IBM Unica Campaign: Augment customer marketing data for better targeting,segmentation and personalization - UDI


IBM Unica Campaign: Augment customer marketing data for better targeting,segmentation and personalization - UDI


Baseline Architecture – Smarter Commerce requirementsArchitecturally significant set of overall solution requirements – technical view

• Sourcing and contract/supplier management

• Transportation Management System

• Warehouse Management System

• Supply Chain Visibility

Supply Chain Operations

• Optimization Modeling and Operational Decision Management

• Transportation Optimization

• Network Optimization

• Inventory Optimization

Supply Chain Optimization

• Quantitative – Web Analytics

• Quantitative – Third party data syndication and sharing (DDX)

• Qualitative – session capture, search, playback

• Qualitative – analytics, alerts and KPIs based on defined events for key application identifiers and actions

Customer Web Digital

Analytics

• Predictive analytics for segmentation, offer scoring, market basket analysis, churn propensity, category affinities

• Enrich customer profile – demographics, offline, online, systems of record, customer behavior, social channels, CRM/call center

• Customer Data Warehouse

Customer Insight and

Customer Data Management

• Segmentation and customer targeting

• Offers and pricing, discounts

• Offer / segment matching and scoring

• Loyalty

• Personalization

• Delivery and fulfillment – e-mail, web, mobile, ESPs, MSPs, call center, CRM

Cross Channel Campaign

Management

• Order configuration, pricing, quoting and capture

• Order fulfillment orchestration

Cross Channel Order

Management

• Content Management System and capabilities

• Precision Marketing

• Social integration

• Payments

• Shipping

• Rich media, user interface and UI components, widgets

Cross Channel Commerce and

Customer Interaction Platform

RequirementCategory


Resources and documentation

� Unica Campaign and Interact webcasts:� http://www.youtube.com/watch?v=hV4Y1PgfWC0

� http://www.youtube.com/watch?v=_E1sUqQkyCc

� http://www.youtube.com/watch?v=TMGgN5E28ww

� Unica Interact User Guide � http://www-01.ibm.com/support/docview.wss?crawler=1&uid=swg27025682

� Unica Interact Administrator Guide� http://www.ibm.com/support/docview.wss?uid=swg27025609

� IBM EMM Channel – Youtube:

� http://www.youtube.com/user/IBMEMMChannel?feature=watch


Unica Campaign & Interact API Documentation:

� Importing/Exporting data with external applications: The Campaign Administrator Guide has a discussion and details on using data with external systems, data mapping tables for formatting in data dictionaries, on page 22, and mapping data to/from Unica User Tables on page 28.

– https://www-304.ibm.com/support/docview.wss?uid=swg27037058&aid=1

� Redbook – using customer data in Campaign & Interact in context of Master Data Management – overviews of Campaign (chapter 6) and Interact (chapter 7)

– http://www.redbooks.ibm.com/abstracts/sg248173.html?Open

� External application can also send events into and out of Campaign using Triggers, this topic is covered in Chapter 11.

� Customer response logging data is covered in the Administrator Guide for contact history data in Chapter 7, and response tracking data in Chapter 8.

� Unica Campaign Offer API: http://www.ibm.com/support/docview.wss?uid=swg27037060

� Campaign - Offer API: https://www-304.ibm.com/support/docview.wss?uid=swg27027203&aid=1

� Unica Interact documentation - the Administrators Guide chapter 5 & 7 cover the Interact API:

– https://www-304.ibm.com/support/docview.wss?uid=swg27037236&aid=1


Unica Campaign API Usage and Samples

� Java Client API:– Java API .jar that uses SOAP web services to interact with the Campaign web application

• <CAMPAIGN_HOME>/devkits/CampaignServicesAPI/lib/CampaignServicesClient30.jar

– Java sample application is provided that shows new offer creation at the root Offer folder level in Campaign

• <CAMPAIGN_HOME>/devkits/CampaignServicesAPI/samples/OfferAPI.java

� Campaign web services WSDL interface is also provided• http://host:port/Campaign/services/CampaignServices30Service?wsdl

• Located at: <CAMPAIGN_HOME>/devkits/CampaignServicesAPI/lib/CampaignServices30.wsdl

– The client Java application needs to use the classes and stubs generated from the WSDL using any 3rd party WSDL-to-Java converter tool, Apache AXIS is recommended

IBM Unica Campaign: ISV Integration


Use Case Summary – Inbound & Outbound Campaigns for Call Center & CRM

Overview: Customers visiting e-commerce or customer service web site, or

interacting with Call Center/CSRs or contacts from CRM system

users are presented with personalized offers from Unica Campaign

or Interact

Actor(s)/System(s): Marketing Manager, Customers, CSRs, WebSphere Commerce,

Unica, Call Center application, CRM system

Preconditions: 1. Marketing Manager must have Campaign flowchart defined in

Unica with offers assigned to target segments (outbound)

2. Marketing Manager must have Interaction channels defined for

offers to deliver thru inbound channels

Post Conditions: Marketing Manager is able to track offer responses and Campaign

Conversion

Notes (optional): ISV applications for customer interaction, Call Center, Loyalty or

CRM must be instrumented with Unica APIs for access to

Campaigns and Offers

Related Use Cases: UC1.1 – Create Campaign

UC1.2 – Execute Campaign

UC1.3 – Monitor Campaign


Interact Call Center Use-case Detail Flow

Unica InteractUnica Interact Unica CampaignUnica CampaignCall CenterCall Center Additional Datasources, Applications Additional Datasources, Applications

Call center agent takes an inbound call from a customer and marks the reason for the call –account balance query - Background on customer is gathered from all relevant sources: CRM, order history, billing, knowledge management

Guided Dialog asking customer qualifying questions about possible up-sell/cross-sell opportunities

Resppnses and other key customer information sent to Unica Interact Request candidate offers and scores

- Pre-defined Segmentation and Offers plus Interaction History determine candidate offers to select

- Retrieve offers to always show (white lists) and to never show (black-lists) Additional customer data, demographics,

behavior, ratings/scoring (ie: callout to credit rating service)

Candidate offers and scores

Apply real-time factors, rules and white lists/black lists against candidate offers to determine next best offers

Details with next best offers presented to CSR to suggest to customer- Top 3 offers with scores defined by the marketing professional

Get details on the offer with script, selling points and response capture- Guide to objection handing

Send automated e-mail with offer details

Customer accepts order- Update interaction history-Submit to order management system

Update Interaction history Order Management


Advertising spots – paid search, MSP’s, media

Drive site visits from responses to ads

Convert leads into customers – deal info, opportunity milestones

Capture leads from Web site visits –web analytics, webformsubmissions

Manage customer relationships - deep knowledge of each account

Manage the follow-up process – log calls, e-mails, change status of the lead

Acquire New Customers

Route leads to sales teams

Task & Customer Management

Customer Calls

Gather all customer related information and interaction history

Update customer information – log calls, e-mails, status of outstanding follow up items

Create and assign new tasks

Follow up –collaboration and accountability

Customer Logs a Case

Case Is Routed based on business rules .

Close Case –communicate the solution

Agent works the case, including entitlements & activity history

Self-service Customer Portal – case history, knowledge base, community

Find Solutions using suggestions from shared knowledge base

Service & Support

Key CRM Contact Management processes

Marketing

Opportunity

Names

Addresses

Contact Details

Loyalty Memberships

Loyalty Status

Points Balance

Travel Documents

Travel Preferences

Value Scores

Contact History Flight History Forward Bookings

Customer Database

Front Office Applications

Product

Billing

Loyalty Service

Delivery

Service Recovery

Customer Care

Back Office Applications

Loyalty Mgmt

Data Warehouse

Analytics

Campaign Mgmt


Unica Interact CRM Use-case Detail Flow

Unica InteractUnica Interact Unica CampaignUnica CampaignCRM & Users – CSR’s, Agents, Portals

CRM & Users – CSR’s, Agents, Portals

Datasources,Applications

Datasources,Applications

Scheduled, pre-defined Campaign for all customers recently opening a college savings account

Unica campaign sends a direct mail campaign with new offers for life isurance

Same offers placed in ad spots on the bank’s web site

Adds a phone call event to the CRM application for an agent to call specific subsets of these same customers with this same offer

Unica Campaign tracks and logs response to campaign offers and logs in the Interaction History.

Customer database updated from Unica interaction history

Customer calls the number in the on-

line offer and asks about the special

offer. Call center agent uses the CRM

system and sees the exact offers

received, and walks customer through

the process of buying life insurance.

CRM calls out to Unica Interact

accesses a pre-defined interaction for

life insurance purchasers for cross-sell

recommendations

Relevant offers on Bank’s website targeting customers for recent college savings accounts

Customer visit to website – detects no response to offers in customer’s interaction history - present offers that reinforce, expand or complement the mailed messages.

Record phone call event for Customer agent for follow up.

Update customer interaction history and profiles with an increased interest in this product area.

CRM system – updated from Unicainteraction history – customer interest in insurance offerings

Unica Interact

personalizes and delivers

details on recommended

offers to the CRM system

for the agent to suggest

Targeted offers & segments for life

insurance cross-sell recommendations