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Customer Engagement Solutions
IBM Marketing Solutions
Customer Engagement Framework
Allocadia for IBM Marketing
Budgeting & Planning Capabilities
Questions
Agenda
Customer Engagement Solutions
IBM Marketing Solutions
IBM Marketing
Software
IBM Marketing
Cloud
Rapid time to value
Subscription based
Multi-tenant SaaS
Robust integration platform
Highly scalable
Deployed on premises
Shared
Capabilities
IBM Journey Analytics
IBM Journey Designer
IBM Universal Behavior
Exchange
Budgeting and Planning powered by Allocadia
Customer Engagement Solutions
Together with our clients we defined a framework for marketing
OPTIMIZE
Your Performance
LISTEN
For Universal Behaviors
BUILD
Marketing Content
DESIGN
Customer Experience
UNDERSTAND
Your Customers
PLAN
Your BudgetENGAGE
Across All Channels
Customer Engagement Solutions
Customer Engagement Framework
• Sequence multiple interactions within
an Experience Map
• Specify channels, creative,
and offers for each interaction
• Align goals to market segments
• Set objectives for each interaction
• Allocate budget & expense to
achieve objectives & goals
• Collect data and behaviors for
reporting within Optimize &
Understand
• Enhance the context for the next
engagement
• Develop views, reports, and executive
dashboards
• Financial impact of Plans,
Goals, and Objectives
• Identify preferences
• Understand customer journeys
• Define market segments
• Assemble and manage creative
offers
• Understand use/reuse of creative
offers
• Ability to test (A/B or MVT)
Customer Engagement Solutions
Ann
Customer Experience Designer
Patty
Marketing Operations PlannerEdward
Performance Analyst
Patty adjusts the budget to allocate the right amount to a customer experience targeted specifically towards the Top tier
active women market segment as part of the Sleekfit 2.0 launch. She can then add it to her forecast and track the actual expenses
and tie it to the overall Sleekfit 2.0 plan.
Edward can see what experiences led to an improved return on marketing investment. He can drill down and see that the Tip Tier Buyer segment
grew almost 30% vs the predicted 15 % which drove a total revenue increase for city cool by 15%
overall.
Ann can now create a storyboard tied to that
budget along with market segment and business goals
to focus her interactions with her customers
The Story
Customer Engagement Solutions 9
Patty is responsible for managing marketing investments and
aligning them to targets across the organization
Her goal is to ensure that budgeting and planning for marketing
is successful and updated in real time
“It would be great if I could instantly know the return on
investment for every customer experience and interaction.”
Patty, Marketing Operations Planner
Patty’s
Challenges
Customer Engagement Solutions
#2 Integration
#1 Integration
#3 Integration
SegmentsFrom Campaigns to Allocadia
To view spend by segment
• Choose 1 of 3 Connectors in Starter Pack
• Additional annual subscription for connectors to 3rd party finance, ERP, Social, CRM systems, PO system
Spend & ObjectivesFrom Allocadia into Journey Designer
To view spend & objectives by
“journey experience”
IBM/Allocadia Integration
Returns DataFrom Silverpop to Allocadia
For cost-per and RIO Analytics (views,
submissions,
clicks, conversions,
revenue)
Customer Engagement Solutions
Plan Your Budgets Distribute and monitor budget allocations Recommend reallocations based on customer experiences Easily report results
Recommend revenue targets Expense per segment / program / campaign Assign tracking codes across all stages
Manage marketing plans & budgets with task due
dates and automated reminders
Conduct reviews & approvals online with
annotations and mark-up
Increase visibility into marketing operations
with powerful & flexible reports
Customer Engagement Solutions
Allocadia Core Capabilities
Planning Budgeting Performance
Create and share plans to align
corporate strategy, forecast
return on investment and
predict revenue impact.
Create and manage global budgets
in any currency without
cumbersome, disconnected
spreadsheets whether global,
regional or product-centric.
Visualize, analyze and optimize
spend. Make smarter decisions
when you connect your plans and
budgets to your CRM, finance and
marketing data.
Customer Engagement Solutions
Allocadia Features and BenefitsConnect to Marketing ResultsSync CRM and marketing automation platforms and get clarity on your marketing return on investment
Quickly Answer Business QuestionsDelivery of powerful dashboards and reports to help quickly address C-Suite’s questions on forecasts or marketing contribution
Activate Your Revenue-driven Marketing TeamTrack all investments and results in one place to help your team go beyond reporting to understanding the ultimate marketing goal –predicting revenue.
A System of Record for Marketing TeamsComplete visibility into marketing performance by combining operational marketing data to different systems such as CRM and ERP
Say Goodbye to SpreadsheetsA familiar Excel-like interface that is easy to use, but avoids the inevitable errors
Get Visibility into InvestmentsSolution: Ability to track everything about your spend –forecasts, commits and actuals – and consolidate with Purchase Order and invoice data
Make Marketing Plans StrategicBuild marketing plans that link marketing spend to strategic objectives
Collaborate Without ChaosEnsure alignment on marketing priorities by including the people who actually own budgets in the planning process and combine top-down plans with bottom-up detail
Customer Engagement Solutions
Allocadia Today
“Allocadia is gaining mind share for its financial and performance management capabilities with clients,
and is growing its partner network.”
130+ Global customers Thousands of users Billions of Marketing Investments managed
Powering the IBM Marketing Cloud with Marketing Performance Management
Customer Engagement Solutions
“Enterprise” On-Boarding: Timeline & Resource GuidelinesCustomer Resource
Customer Role Implementation Steps** Allocadia Resource
Allocadia Role During Onboarding
1. Investment:Planning
2. Investment: Actuals
3. Performance: Plan and Measure
Project Owner • Project management• Change management• Decision facilitation
4 to 8 hours/week 4 to 8 hours/week 4 to 8 hours/week Professional Services Consultant
• Project management• Business analysis• Product expertise• Best practice• Build & configuration
Marketing Operations
• Subject matter expert input• Represent operations and end user
requirements
4 to 8 hours/week 4 to 8 hours/week 4 to 8 hours/week Customer Success Manager
• Subject matter expertise• Best practice• Customer advocacy
Finance • Subject matter expect input• Assist with ERP/BI extracts
2 to 4 hours/week 4 to 8 hours per week Ad hoc Product Manager • Product expertise• Future product roadmap• Enhancement possibilities
IT • Provide ERP/BI extracts and FTP setup, etc.
Ad hoc 4 to 8 hours/week Ad hoc Account Executive / Manager
• Commercial/contractual arrangements• Future needs
Marketers and Admin (Users)
• Advance pre-reading for direct project team
2 to 4 hours Training Lead • Customized user training materials• Product documentation and guides• Individual training plans• Live and recorded, customized training sessions• Webinar training for all end users 1 to 2 hours
• Webinar training for all admin users 2 hours
Typical Implementation Person Days/Step 12 to 20 person days plus user training
12 to 20 person days plus user training
8 to 15 person days plus user training
Typical Estimated Timeline/Step 6 to 8 weeks 4 to 6 weeks 4 to 6 weeks
Ongoing (with Purchase of Allocadia Assist)
Customer Success Manager and Support
• Business Value analysis• Priority tech support• Reporting/dashboard modification
**NOTE: Your specific project will vary. Scoping document will set specific timelines and resources.
Customer Engagement Solutions
“We can easily and efficiently relocate spend. No more scrutinizing spreadsheets.”– Suzanne Blankenstein, Channel Marketing, Arc’teryx
“Now we have real data and facts to support big decisions.”– Chethan Chandra, Senior Manager of Business
Operations, VMware
Customer Engagement Solutions