Introducing Customer

Experience Analytics

Journey Analysis for

the Marketing Cloud

2© 2016 IBM

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results similar to those stated here.

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Overview IBM Customer Experience Analytics

Use Cases

• Best practice programs made easy

• How you can build on best practices with IBM Customer Experience

Analytics

Recap and Q&A

Agenda

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HOW DOES CUSTOMER EXPERIENCE ANALYTICS FIT INTO THE ENGAGEMENT FRAMEWORK?You Are

Here

Identify Customer Preferences

Understand Customer Journeys

Define Market Segments

Align Goals to Market Segments

Set Objectives for each Interaction

Allocate Budget & Expense to achieve Goals & Objectives

Sequence Interactions within a Journey map

Specify channels, creative, and offers required

for each interaction

Assemble and manage creative and offers

Understand use/reuse of creative and offers

Ability to test (A/B or MVT)

Collect data and behaviors for reporting within

Optimize and Understand

Enhance the context for the next engagement

Develop views, reports, and executive dashboards

Financial impact of Plans, Goals and Objectives

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5

MARKETING PERSONAS

EvanChannel Owner

TomVP Marketing

PattyMarketing Operations

Planner

AnthonyCustomer Data Analyst

EdwardPerformance Analyst

Carlos Creative Manager

AnnCustomer Experience Designer

One of the biggest challenges for Marketers today…

Understanding how customers interact with their brand across the multitude of

interactions regardless of channel, so they can deliver consistent and exceptional

customer experiences

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There is a massive customer experience gap

69%

of companies say they

offer a superior online

experience

81%

say they have or are close to

having a holistic view of their

customers

51%

of customers who left companies

blamed their exits on bad online

experiences

37%

of consumers say their favorite retailer understands them

what customers saywhat brands think

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Understanding customers requires seeing

their entire journey and connecting the dots

is difficult

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Visualizations to understand the paths

of customers spanning interactions and

touchpoints…

WHAT IS IBM CX JOURNEY ANALYSIS?

…across the entire ecosystem

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IBM Customer Experience Analytics

Journey Analysis as part of a broader dashboard and workflow for understanding customer

touchpoints and outcomes

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THE IBM MARKETING CLOUD SERVES YOU AS A MARKETING PRACTITIONER

WORKING AND COLLABORATING TOGETHER!

11© 2016 IBM

IBM MARKETING CLOUD –

AnthonyCustomer Data

Analyst

EdwardPerformance

Analyst

EvanChannel Owner

AnnCustomer Experience

Designer

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With IBM Marketing Cloud, you’re connected to the

exchange ecosystem & can easily leverage best

practice programs or analytics

ENABLES A BEST PRACTICE PROGRAM

FOR POST PURCHASE

City Cool is able to easily share cart

purchases and abandons to execute

marketing programs and analytics

Whether enabling a thank you email from a

recent purchase or understanding the journey to

that customer behavior, these events get to the

right place just by clicking and connecting the

City Cool registered publishers and subscribers

Edward the Performance Analyst subscribes Engage to CityCool’s Web Purchases and Cart

Abandons with a Click and Connect User Interface

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UNDERSTANDING PAST BEHAVIOR ANN & ANTHONY RECOMMEND A BEST PRACTICE UPSELL

PROGRAM FOR THE COMMUTER EBIKE THAT EVAN NEEDS TO EXECUTE

Anthony“Ann, Thank you programs are

effective at promoting an upsell.”

Ann“Evan, can you create a set of

post purchase upsell programs to

promote eBike.”

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Evan can now use the “Cart Purchase” behaviour to set-up a post purchase thank you and cross

sell Program to drive Commuter eBike sales…

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Evan builds a program track for “Thank you” email to promote the new Commuter eBike

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…and other program tracks to guide the customer along their journey based on their reactions to

each interaction…

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…and a track “Last Chance” promotional offer that doesn’t hurt the value perception of this new

Commuter eBike

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Evan will create a similar experience triggered by the “Abandoned Cart” behavior to “retarget”

appropriate customers

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USES JOURNEY ANALYSIS TO UNDERSTAND HOW A BUYER BECOMES AN ENGAGED CUSTOMER

DURING THE LAUNCH OF THE COMMUTER EBIKE

Our story starts...Evan has put in market a best practice Thank you and Cross sell program tied to the recent purchase of high end

mobile accessory, like their Bluetooth Headset Bike Helmet. It is a few weeks into the launch and Anthony wants to

see how customers are actually moving through the journey of recent purchase to a commuter eBike purchase to see

if there are some improvements that can be made to the program.

CityCool knew that

entering the electric bike

market was aligned with

its mobile products &

presence, and it would

still be selling other

products. Some of their

high end mobile device

accessories would

indicate the customer

would be a good eBike

prospect

EvanChannel Owner

AnthonyCustomer Data Analyst

AnnCustomer Experience

Designer

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Anthony logs in to IBM Customer Experience Analytics

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After logging in, Anthony gets an overview of the current business in the last seven days, but he has a specific journey he wants to understand.

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Anthony can immediately begin entering journey criteria to focus his path analysis.

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For Segment, Anthony selects All Customers as he is more concerned with the behavior of how all

customers are moving from an email to purchase.

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Anthony leaves the default selection, and for report options to return

Top 5 paths ranked by most traveled.

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Anthony then proceeds to define the anchor touch points…

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He wants to narrow in on journeys that started with emails …

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Anthony can use filters he is familiar with from his email programs

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Anthony can easily use the Mailing ID, Program ID or Subject Line from IBM Marketing Cloud as a means

to filter the email events he wants to use as the start of the journey to purchasing the commuter eBike

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He enters “thank you for your purchase” as the Subject line value

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With start point select, now he selects an end point

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With cart purchase selected, he can further refine his search by adding filters, this time for a purchase of

the Commuter eBike

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With all of his criteria defined, Anthony clicks Continue to submit his request.

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Anthony is presented with visualizations of the top five Most Frequently Traveled paths from his email

campaign to the purchase of the Commuter eBike.

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Anthony can see that mobile application install with subsequent mobile pushes accelerate the

journey to the second purchase of a Commuter eBike

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Anthony shares what he is seeing with Evan and the opportunity to improve his

program with mobile application uptake and subsequent push notifications

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Evan goes back to his original best practice post purchase program…

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…and modifies it to drive mobile app installation with an offer around their loyalty program

Run or Pedal your way to rewards

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Later that month mobile application downloads are up significantly for CityCool, expanding the

opportunity for Mobile engagement.

Driving more high value engagements!Accelerating the path to a 2nd Purchase!

Creating a more Loyal Customer Base!

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USE CUSTOMER EXPERIENCE ANALYTICS TO CREATE A BETTER MARKETING EXPERIENCE

CITYCOOL’S TEAM COLLABORATES TO DRIVE ALWAYS ON PROGRAM

GOALS OF IMPROVING VELOCITY

With an initial successful launch of the Commuter eBikethe team is now looking at sustaining their success. To meet Ann’s goals of engagement and higher velocity, Evan has implemented significantly more mobile engagement programs and is meeting sales goals. With the increased use of mobile channels Evan would like to minimize loss of sales due to any customer issues with CityCool’s mobile application.

AnnCustomer Experience

Designer

EdwardPerformance Analyst

EvanChannel Owner

AnthonyCustomer Data Analyst

45© 2016 IBM

The new mobile programs are

in market and Evan asks

Anthony to look into how

customers who struggle in

mobile behave with his nurture

efforts in place.

Anthony sees that Evan’s new mobile program is having positive effects and most users

are progressing through to purchase as expected

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Anthony does see that there is an opportunity to set-up another nurture program based on

activity at the contact center after a struggle

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…but Anthony wants to know why they seemed to struggle so significantly and still

completed the purchase sometimes

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Anthony uses his ability to drill into the journey and sees form struggle was very common.

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From the drill down view he brings up the sessions for these people who struggled and by

actually seeing their interaction can see they are having problems getting the “Donate to

your city’s local Greener Living Fund”

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“Kristy our customer experience manager should prioritize

and fix this process, as we are going to be driving more and

more people through this form. Our next executions are

going to be huge.”

“I should send a thank you email to these people for caring

so much about our partner the Green Living Fund…it’s

important to us too.”

“Wow, there are a group of eBiking buyers that so

passionate about this cause they went out of their way to

make sure this was part of their business with us. I wonder

if we can connect more with this audience in other ways

around our shared values?”

52© 2016 IBM

53© 2016 IBM

• Get to simple best practice programs quickly from what has worked before

• Redesign and Adjust your programs based on understanding what people

are actually doing, not just what you sent them

• Start understanding why certain experiences are happening and leverage

those insights

Key Take-away’s

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conversation

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