Overview of cross channel marketing optimization mh-rl v5

transcript

Overview of IBM’s Cross-channel Marketing Optimisation solution

Mike HandesEMM Solutions Consultant, A/NZmhandes@au1.ibm.com

Ronald LiEMM Solutions Consultant, A/NZronaldli@au1.ibm.com

Agenda

1. Why/What? 2. Visualise 3. Summary

Why x-channel marketing?

What do you need for x-channel marketing?

What can this look like for your customers?

Online, Offline, & Real-time

Path to Marketing Maturity

What are the benefits?

How customers behave

social

search

display ad

mobile

ATM/kiosk

branch

customer

What they expect: coordinated marketing, integrated experience

social

search

display ad

mobile

ATM/kiosk

branch

customer

marketer

What they experience: marketing silos

social

search

display ad

mobile

ATM/kiosk

branch

customer

strategy dataprocess tech

Cross-channel Marketing Optimisation, defined

Engaging each customer and prospect in a cross-channel dialogue that builds upon their past and current behavior

dialogues, not silos!

Cross-channel Marketing

Framework for cross-channel marketing

• Budgets• Projects• Reporting

Collect

DecideAnalyze Deliver

Manage

Analyze data to find actionable

insights

Collect data that augments each customer profile

Decide on the best offer, action or

communication for each customer

Deliver engaging messages and

capture reactions

Manage budgets and processes and measure results

Specific capabilities required for cross-channel marketing

• Budgets• Projects• Reporting

Collect

DecideAnalyze Deliver

Manage

• Predictive analytics

• Visual data exploration

• Event detection• Response

attribution

• Outbound campaign management

• Real-time interaction management

• Contact optimization• Distributed marketing

• Email delivery and deliverability

• Outbound fulfillment• Inbound touch-point

integration• Lead routing &

monitoring

• Planning & budgeting• Performance reporting

• Workflow & project management• Marketing asset management

• Social & mobile profile• Access to existing data

• Interaction history• Digital behavior

Agenda

A sneak peek at tools used by Marketing today

CALL CENTER

eNewsletter – personalised with service messages relevant to Sylvia

Sylvia clicks thru to the Home Insurance page

Sylvia receives an eMail with a special offer for Home Insurance

Sylvia returns to website. Home & Contents insurance offer. Clicks through & starts to complete form, but abandons

Offer triggered based on combination of online behaviour and offline analytics

24 hours later receives call with notification of pre-filled Home & Contents Insurance

Messages (offers) based on demographic, location and policy

Identify segments of customers with

behavioural intent

Sylvia’s Experience

Identified as abandoned application form

Sylvia clicks thru – interest sparked by bushfire prevention content

Responses are measured and recorded for future campaigns

Sylvia searches for travel insurance – a travel insurance offer is displayed

Real-time offer using offline data and current behaviour

Sylvia notices an offer for travel insurance on ninemsn

Offer syndication to 3rd party display advertisers

Sylvia calls the Call Centre – travel insurance is offered

Real-time offer using offline data and recent behaviour

Sylvia notifies change of address – home & contents insurance is offered

How could this work? Demonstration

IBM Interact (inbound), IBM Campaign (outbound), and IBM Digital Analytics together are an integrated, centralised decision-making capability

Collect

Analyze

Decide Deliver

segmentsoffers

interaction history

attributionoptimisation

outbound campaign management

real-time interaction management

Agenda

Integrated Multi Channel

Provision

NBO with Events

Right Time (Automation)

Right Offer (Profiling)

Campaign Automation

Outbound / Basic Targeting Micro-Segments Segment of 1

Real Time Integrated Multi

Channel

Integrated, high quality data Increased focus on analytics Campaign efficiency

Multi Channel Interactions Real time Decisioning Advanced analytics and modelling

integration

Manual Processes

lo’d

< 3% Response Rates < 10% Response Rates 30% Response Rates

Complex Triggers/Events

Real Time Decisions

Analytics Optimised

Routing

Product Push (Offer of the

Simple Triggers/Events

Structured Conversations

Simple product driven marketing

Limited event based trigger campaigns

Enterprise Marketing Maturity

Logical architecture diagram

ScalableApplication Layer

Powerful Analytics Services

RobustIntegration Layer

Web front end, integrated suite

Analytics Services

Interconnection Services

Databases Data files

Benefits of Inbound/Outbound Integration & Centralized Decisioning*

Improved Marketing Measurement

Lower TCO

“An integrated inbound/outbound environment will increase the marketer's ability to capture, measure and provide harder metrics”

“Integration…will enable the more-effective use of an analyst's or marketer's time, enabling higher productivity without adding staff…reducing TCO an average of 15% during a five-year period..”

* Gartner Research, “Five Business Benefits to Be Gained From CRM Multichannel Campaign Management Inbound/Outbound Integration,” by Adam Sarner and Gareth Herschel

Increased Revenue“Inbound/outbound fusion promises more access to customer data from potentially more channels in which to better segment and target the customer base…thus leading to higher conversion rates for increased revenue.”

Increased Responsiveness

“…combining inbound and outbound customer data will provide more relevancy, as well an increased visibility into the progress of a campaign, and the ability to make necessary changes to an ongoing campaign based on the real-time response and feedback of customers en route.”

Consistent Customer Experience

“…inbound/outbound fusion capabilities…will have a substantial impact in the customer experience area…the ability…to extend a relevant, planned offer during a spontaneous customer interaction has shown response rates approaching 10 times that of non-targeted outbound campaigns..”

To power the success of every marketing organisation with innovative technology solutions

Our Mission

Integrating marketing – online/offlineReal-time inbound marketing

Blend of deployment models (SaaS / on-premise)

Leading Edge

Over 2,500 organizations worldwide Tens of thousands of total users Extensive service offerings

A Proven Partner

Meeting the needs of:– Cross-channel marketers– Online marketers– Marketing services– Merchandisers

Two deployment models:– On Premises– SaaS

The recognised leader in marketing software solutions

Market Leader

Why marketers choose IBM Enterprise Marketing Management

Sydney - http://www.meetup.com/Smarter-Marketing-User-Group-Sydney/ Melbourne - http://www.meetup.com/Smarter-Marketing-User-Group-Melbourne/ Alternatively to RSVP you can email Kim Robertson via kroberts@au1.ibm.com

http://www.adma.com.au/attend/upcoming-events/engage-2013/