2014 AMA Annual Conference

Engaging at the

Speed of Life:

Moments MatterKevin Bishop

Vice President, IBM ExperienceOne@brandmaster63

#AMA2014 @brandmaster63

Meet Lily Robinson – Age 3 1/2


To Lily…moments matter


Moments matter to today’s customer

71%

*SOURCES: IBM Institute for Business Value,; ChiefMarketer.com

CONSIDER:

of smartphoneusers compare prices in stores

5.9B mobile phone subscribers across the globe in 2013

92% of consumers research online and seek opinions via earned media before a purchase

2x as many people in 2013 werewilling to share their geolocation data in return for personalized offers compared to the previous year

84% of smartphone users check an app as soon as they wake up

2/3rds of U.S. adults say they would not return to a business that lost their personal, confidential information

$1T of upside potential in online retail sales if buyers trust more

4/5ths of U.S. adult smartphone users keep their phones with them 22 hours per day

5mins. The response time users expect from a company once they have contacted them via social media

84% of Millenials say social and user-generated content has an influence on what they buy

70% of Boomers agree

80% of individuals are willing to trade their information for a personalized offering

of companies in 2016 will spend more than 25% of their IT budget on systems of engagement. (Double the investment one year ago.)

57%


Meeting the customer call is our mission

Transform how customers engage with our brands

to deliver measurable results in customer revenue, profit, loyalty

by leveraging technology disruptors while leading organizational change


The discipline of marketing is changing

Timeless

Marketers have alwaysbeen responsible for knowing

the customer.

Marketers have always beenresponsible for defining what to

market, and how to market.

Marketers have alwaysprotected the brand promise.

2012

Understanding each customeras an individual.

Creating a system of engagement that maximizes value creation

at every touch.

Designing your culture and brandso they are authentically one.

2014

Know each customer in context.

Innovate and scale personallyrelevant and rewarding experiences.

Co-create with customers, employees and partners.


Leading companies are re-writing

the rules of engagement

Co-createwith customers,employees and partners.

Innovate and scale personally relevantand rewarding experiences.

Know each customerin context.


Beyond marketing:

Continuous customer engagement


Continuous customer engagement

is challenging, but rewarding

Limited insight of a

customer’s behavior

across touch pointsSiloed systems

and processes

Lack of skills


*SOURCE: The State of Marketing 2013: IBM’s Global Survey of Marketers, IBM Center for Applied Insights

1.8x higher

3-yr Gross Profit

Growth

3.4x higher

3-yr Net Income

Growth

2.4x higher

3-yr Stock Price

Growth

The top

20%

achieve:

Click to download IBM State of Marketing

Click to download IBM Chief Merchant

Best practices deliver better company results

http://www.ibm.com/software/marketing-solutions/campaigns/surveys/2013-marketers-survey.html

http://www.rethinkyourcustomer.com/form/MER-RPT3





Learning from our clients


Across channels – MyCokeRewards

http://www.mycokerewards.com/home.do


Across the organization – Macy’s

youtube.com/watch?v=aexJ2zj_pjc

https://www.youtube.com/watch?v=aexJ2zj_pjc





In real time – Sephora

http://www.fierceretail.com/story/sephora-we-want-customers-showrooming-our-stores/2014-01-13


Continuously improving – Boots


Our value proposition for

continuous customer engagement

Attract, delight and maximize lifetime value of

customers by enriching the ways you engage

with each of them


Proven patterns for business outcomes


Making continuous customer engagement real

Skills Process Data Tools

Across channels

Across the organization

In real time

Continuously improving


Leaders embrace new possibilities

Ignite innovation through collaboration with rich ecosystem of clients

and partners

Identify the customers and moments that matter the most with insights from

customer, behavior, predictive and cognitive analytics

Empower and enable the entire front office to act on those insights to deliver

personally relevant and rewarding customer experiences with proven best practices,

ROI, and scalable solutions


Pamela

Project

Manager

Sarah

SegmenterFiona

Field Manager

Michelle

Modeler

Daniel

Direct Mail

Carl

Catalog Manager

Cindy

CMO

Christopher

Creative

Olivia

Online

Dita

Digital Marketer

Anna

Web Analyst

Corey

Coordinator

Emma

Email Manager

Colin

Content

Erik

Event Detection

Michael

Multichannel

Programmer

Traditional marketing personas


Pamela

Project

Manager

Sarah

SegmenterFiona

Field Manager

Michelle

Modeler

Daniel

Direct Mail

Carl

Catalog Manager

Cindy

CMO

Christopher

Creative

Olivia

Online

Dita

Digital Marketer

Anna

Web Analyst

Corey

Coordinator

Emma

Email Manager

Colin

Content

Erik

Event Detection

Michael

Multichannel

Programmer

Traditional marketing personas: Understand

•Too much time spent

building models vs.

understanding customer

segments


Pamela

Project

Manager

Sarah

SegmenterFiona

Field Manager

Michelle

Modeler

Daniel

Direct Mail

Carl

Catalog Manager

Cindy

CMO

Christopher

Creative

Olivia

Online

Dita

Digital MarketerAnna

Web Analyst

Corey

Coordinator

Emma

Email Manager

Colin

Content

Erik

Event Detection

Michael

Multichannel

Programmer


•Focused on digital data;

can’t combine with

behavioral data from

other systems


Pamela

Project

Manager

Sarah

SegmenterFiona

Field Manager

Michelle

Modeler

Daniel

Direct Mail

Carl

Catalog Manager

Cindy

CMO

Christopher

Creative

Olivia

Online

Dita

Digital Marketer

Anna

Web Analyst

Corey

Coordinator

Emma

Email Manager

Colin

Content

Erik

Event Detection

Michael

Multichannel

Programmer


•Collecting vast amounts

of data but unable to tie

to actions to achieve

business results


Pamela

Project

Manager

Sarah

SegmenterFiona

Field Manager

Michelle

Modeler

Daniel

Direct Mail

Carl

Catalog Manager

Cindy

CMO

Christopher

Creative

Olivia

Online

Dita

Digital Marketer

Anna

Web Analyst

Corey

Coordinator

Emma

Email Manager

Colin

Content

Erik

Event Detection

Michael

Multichannel

Programmer

Traditional marketing personas: Engage

•Build campaigns and executable

artifacts but can’t demonstrate how

they impact goals and objectives


Pamela

Project

Manager

Sarah

SegmenterFiona

Field Manager

Michelle

Modeler

Daniel

Direct Mail

Carl

Catalog Manager

Cindy

CMO

Christopher

Creative

Olivia

Online

Dita

Digital Marketer

Anna

Web Analyst

Corey

Coordinator

Emma

Email Manager

Colin

Content

Erik

Event Detection

Michael

Multichannel

Programmer

Traditional marketing personas: Engage

•Too many places to do work

•Little collaboration among team

members

•Hard to coordinate work to meet in-

market dates


Pamela

Project

Manager

Sarah

SegmenterFiona

Field Manager

Michelle

Modeler

Daniel

Direct Mail

Carl

Catalog Manager

Cindy

CMO

Christopher

Creative

Olivia

Online

Dita

Digital Marketer

Anna

Web Analyst

Corey

Coordinator

Emma

Email Manager

Colin

Content

Erik

Event Detection

Michael

Multichannel

Programmer

Traditional marketing personas: Optimise

•Lack of time

•Hard to keep track of

project status

•Needs to show

contribution to

company goals


Integrated workflow provides the framework foreffective continuous customer engagement


Integrated workflow provides the framework foreffective continuous customer engagement

Ann

Customer Experience

Designer

Carlos

Creative Manager

Patty

Marketing Operations

Planner

Anthony

Customer Data

Analyst

Edward

Customer Experience

Manager

Evan

Channel Owner


Evolving marketing personas

View all customer journey analytics: use information to

identify profitable market

segments and personas

Allocate budget across marketing, tracking

actual and forecasted

expenses.

Visually design great customer experiences, request and track work

related to the experience,

understand if the design delivers on goals and objectives.

Develop creative for various channels based on customer

experience design; understand

impact on goals and objectives.

Ensure everything required within channel is executing

based on overall customer

experience designed.

Assess how actual experiences match the

brand promise,

organizational goals across customer journey.

Understand business impact of team’s work, improve customer

experiences across channels

Anthony

Customer Data

Analyst

Patty

Marketing Operations

Planner

Ann

Customer Experience

Designer

Evan

Channel Owner

Carlos

Creative Manager

Tom

VP Marketing &

Customer Engagement

Edward

Customer Experience

Manager


Marketers have always been responsible for knowing the customer

Marketers have always protected the brand promise

Know each customerin context.

Innovate and scale personally relevant and rewardingexperiences.

Co-create authentic brand experiences with customers, employees and partners

The IBM Marketing Maturity

Model enables

organizationsto prioritize

required

capabilitiesand changes to

actualize these

imperatives

3

2

1Marketers have always been responsible for defining what to market, and how to market it

Leading marketers are transforming their companies

to engage customers in context throughout the lifecycle


Marketing Maturity Model is rooted in research

and proven business patterns of success

#AMA2014 @brandmaster63© 2013 IBM Corporation

ibm.biz/diagnose

Through an on-line tool or a face to face workshop you

can develop your Marketing Maturity journey


Three key takeaways

Change is inevitable and continuous embrace it

prepare for it

Put your customer at the center of everything identify moments that matter most to your customers and your business

Seize the opportunity to lead use the tools and techniques available to lead the change

ibm.biz/diagnose


THANK YOU

Kevin Bishop

Vice President, IBM ExperienceOne

@brandmaster63