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© 2011 IBM CorporationIBM Confidential © 2011 IBM Corporation
Ruben BruDirector CEE/MEA, EMM
Marketing in the Age of the Empowered ConsumerBring Science to the Art of Marketing
© 2011 IBM CorporationIBM Confidential
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To power the success of every marketing organization with innovative technology solutions
Our Mission
§ Meeting the needs of:– Cross-channel marketers– Online marketers– Marketing services
§ The recognized leader in marketing software solutions
Product Leadership
§ Over 2,500 organizations worldwide§ Tens of thousands of total users§ Extensive service offerings§ Local certified partners
Customer and Partner Success
IBM’s Enterprise Marketing Management solutions offers proven web and customer analytics, event detection, cross-channel campaign management, interaction management,
online optimization, email marketing , and marketing resource management.
What We Do
© 2011 IBM CorporationIBM Confidential
Table of Contents
1. Trends in Marketing, CMO study results2. Interactive Marketing by IBM3. Benefits illustrated by Customer Stories in Finance
Slide
© 2011 IBM CorporationIBM Confidential
Business’s challenges…and opportunities
Channels proliferate…
Network of pages Network of people
The Internet evolves…
The consumer is in control…
The rate of change accelerates…
Marketing’s role must evolve…
Years to reach 50M users:
TV13 Yrs
Internet4 Yrs
Facebook3 Yrs
Tablet2 Yrs
© 2011 IBM CorporationIBM Confidential
2011 – IBM CMO Study
1700+ CMO
64 страны
19 отраслей
© 2011 IBM CorporationIBM Confidential
CMOs admit they are not prepared
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“From Stretched to Strengthened; Insights from the Global Chief Marketing Study”www.ibm.com/cmostudy
© 2011 IBM CorporationIBM Confidential
Specific challenges reflect growing complexity
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“From Stretched to Strengthened; Insights from the Global Chief Marketing Study”www.ibm.com/cmostudy
© 2011 IBM CorporationIBM Confidential
Specific challenges reflect growing complexity
8
“From Stretched to Strengthened; Insights from the Global Chief Marketing Study”www.ibm.com/cmostudy
© 2011 IBM CorporationIBM Confidential
Table of Contents
1. Trends in Marketing, CMO study results2. Interactive Marketing by IBM3. Benefits illustrated by Customer Stories in Finance
Slide
© 2011 IBM CorporationIBM Confidential
How your customers and prospects behave
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CUSTOMERS & PROSPECTS
Online
Mobile
Call center
Stores
Kiosk, ATM, etc.
Point of sale
Postal mail
some more
like this!
© 2011 IBM CorporationIBM Confidential
What your customers and prospects expect
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CUSTOMERS & PROSPECTS
Online
Mobile
Call center
Stores
Kiosk, ATM, etc.
Point of sale
Postal mail
MARKETER
One person behind all the
channels, “pulling the strings”
and guiding the dialogue & relationship
© 2011 IBM CorporationIBM Confidential
What your customers and prospects actually experience
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CUSTOMERS & PROSPECTS
Online
Mobile
Call center
Stores
Kiosk, ATM, etc.
Point of sale
Postal mail
agenda
strategy
data
tech
agenda
strategy
data
tech
agenda
strategy
data
tech
agenda
strategy
data
tech
agenda
strategy
data
tech
agenda
strategy
data
tech
agenda
strategy
data
tech
agenda
strategy
data
tech
SILOS
SILOS
SILOS
SILOS
SILOS
SILOS
SILOS
SILOS
© 2011 IBM CorporationIBM Confidential
IBM calls what your customers and prospects expect:
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Engaging each customer and prospect in a cross-channel dialog that builds upon their past and current behavior
© 2011 IBM CorporationIBM Confidential
Operations
Awareness Decisioning Execution
IBM’s Enterprise Marketing ManagementComprehensive Suite of Marketing Management Capabilities
Web & Digital Analytics
Event Detection
Predictive Analytics
Visual Exploration
Segmentation
Offer Management
Interaction History
Real-time, Behavioral Targeting
Contact Optimization
Inbound Integration
Lead Routing & Monitoring
Distributed Marketing
Search/ Display Ad
Management
Plans & Budgets
People & Processes
Data & Assets
Measurement & Performance
© 2011 IBM CorporationIBM Confidential
Operations
Awareness Decisioning Execution
All Processes of Marketing Organizations:Inbound & Outbound & Online & Offline
Web & Digital Analytics
Event Detection
Predictive Analytics
Visual Exploration
Segmentation
Offer Management
Interaction History
Real-time, Behavioral Targeting
Contact Optimization
Inbound Integration
Lead Routing & Monitoring
Distributed Marketing
Search/ Display Ad
Management
Plans & Budgets
People & Processes
Data & Assets
Measurement & Performance
© 2011 IBM CorporationIBM Confidential
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10 Year Market Leader
© 2011 IBM CorporationIBM Confidential
New market leader in Web Analytics
Slide
© 2011 IBM CorporationIBM Confidential
Table of Contents
1. Trends in Marketing, CMO study results2. Interactive Marketing by IBM3. Benefits illustrated by Customer Stories in Finance
Slide
© 2011 IBM CorporationIBM Confidential
More than 2500 Organizations Worldwide Depend on IBM’s EMM Solutions
FinancialFinancial Travel / Travel / HospitalityHospitalityTelecomTelecom Retail / CatalogRetail / Catalog Healthcare &Healthcare &
InsuranceInsurance B2B / High TechB2B / High Tech
© 2011 IBM CorporationIBM Confidential
Leading Financial Institutions Rely on IBM EMM Portfolio of Banking Customers
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© 2011 IBM CorporationIBM Confidential
Typical business results reported by EMM users
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Increased response rates10-50% increase is typical
Higher campaign ROI15-30% increase is typical
Improved customer value, loyalty & retention5-15% increase is typical
Lower customer acquisition costs25%-75% reduction is typical
Reduced marketing costs20-40% reduction is typical
Reduced cycle time for marketing efforts40%-80% reduction is typical
More campaigns with the same resources2-5x increase is typical
Other business metricsrevenue, profit, others vary by industry (assets under management, ARPU, #products owned, etc.)
More effective marketing: More efficient marketing:
Higher online marketing ROI15x-25x increase is typical
Increased order value15-20% increase is typical
© 2011 IBM CorporationIBM Confidential
§ 29% increase in application completions
§ Low application completion rates despite a site redesign effort
§ Leveraged Coremetrics Scenario Analysis to identify points of high abandonment
§ Fixed form field placement
§ Eliminated unnecessary content
§ Moved complicated content (legal information) to the back of the process
Challenge
Results
Solution
United States Fortune 500 financial services client
Customer Profile
Fortune 500 bank boosts account application completionby 29%
© 2011 IBM CorporationIBM Confidential
Introducing the IBM Coremetrics Digital Marketing Optimization Suite
CustomerProfiles
Web Analytics DigitalMarketing Execution
+ +
A compelling experience throughout each customer’s digital lifecycle.
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© 2011 IBM CorporationIBM Confidential
IBM Coremetrics LIVE Profile provides a complete picture of each customer’s lifetime interactions with your business
Customer Attributes
Social & Mobile
Off-line Interactions
Systems of Record
Traffic Sources
Lifetime Website Behavior
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© 2011 IBM CorporationIBM Confidential
Web Analytics provides marketers with answers for increasing return on marketing investments
§ Web, social, and mobile analytics
§ Advanced segmentation
§ Impression attribution
§ Multichannel analytics
§ Customer lifecycle visibility
§ Benchmark against peers
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© 2011 IBM CorporationIBM Confidential
Digital marketing execution empowers marketers to orchestrate a compelling experience throughout each customer’s digital lifecycle
Email targeting
Display ad targeting
Product recommendations
Search bid optimization
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© 2011 IBM CorporationIBM Confidential
Finding the “good leads” with behavior-based triggersChallenge
Results
Solution
Customer Profile
§ Find more “in market” prospects§ Determine good indicators for “in market”§ Align sales and marketing resources proportionally to
lead priority
Headquartered in Atlanta, SunTrust Banks, Inc is among the top 10 Banks by size. Despite reveling in the size and scale of its franchise, SunTrust still operates in many instances as a local community bank.
§ Results for retail:§ New personal checking sales up 50%§ New direct home equity production up 29%
§ Results for mortgage:§ Closings up 51%§ Cross sell products up 62%
§ Results for call center:§ New check cards up 44%§ New deposit accounts up 61%
§ Unica Campaign§ Unica Detect
© 2011 IBM CorporationIBM Confidential
“Off the Shelf” Retail Banking EBM Trigger List
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Unusually high transaction volumes
• Outgoing Wire Transfer• Incoming Wire Transfer• Withdrawal
Unusually large aggregate transaction amounts
• Aggregate Deposit Amount• Aggregate Credit Card Purchase Amount• Aggregate Debit Card Purchase Amount• Aggregate Bill Payment Amount
Unusually large transaction
• Check Paid• ACH Debit• ACH Credit• Deposit
Inactivity
• Interruption of regular Direct Deposit of payroll• Interruption of regular Social Security deposit (SSI)• Interruption of regular Social Security Disability
deposit (SSDI)• New checking opened, no deposit activity• Enrolled in bill payment, no bill pay activity
Channel use changes
• Drop in bill pay• Drop in branch• Drop in credit card• Drop in total ATM• Increase in VRU inquiries• Drop in check volume
© 2011 IBM CorporationIBM Confidential
Listening, understanding, and speaking over time
Prospect
Acquisition
Changing Needs
Win-Back
Retention
Retained Loyal
InteractionsBrand Activities
Activation
On-Boarding
Cross-sell
Re-boarding
Customer Recovery
Customer Dialog Framework
Segmentation
Up-sell
Search Campaigns
Customer Experience
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© 2011 IBM CorporationIBM Confidential
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Delivering personalized offers across channels in real time
turns inbound interactions into profitable communications
Business Need Outbound campaigns were ineffective – not taking
advantage of customer initiated interactions Needed to create a single, cross-channel,
relationship with each customer Disparate teams managed customer dialogs Needed to reduce marketing costs
Real Results• Relevant, real-time campaigns drive higher response rates
• 155M targeted offers served each day across 5 channels – direct mail, email, web, call center, and branches
• Dynamic web offers generated 4x as much revenue as a static offer• €20M increase in earnings
• Lowered direct marketing cost 35%• Faster campaign cycle times: from 26 weeks per campaign to just 4 weeks
© 2011 IBM CorporationIBM Confidential 31
© 2011 IBM CorporationIBM Confidential 32
© 2011 IBM CorporationIBM Confidential 33
© 2011 IBM CorporationIBM Confidential © 2012 IBM Corporation
Featuring…150+ sessions across the Smarter Commerce and EMM portfolio with recognized experts, thoughts leaders and analysts providing market insight!
Smarter Commerce and EMM solutions that will inspire new ideas and creative approaches that drive customer value in the state of the art solution center!
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llSmarter Commerce Global Summit 2012 - MadridMay 22-24: Hotel Auditorium Madrid
The conference will showcase:e-commerce
supply chain managementtargeted and personalized marketing
mobile and social commerceanalytics and insight
change management
Link general: http://www-01.ibm.com/software/commerce/summit/emea/index.html
Link Marketing (MIS):http://www-01.ibm.com/software/marketing-solutions/marketing-innovation-summit/europe/