IBM UBX | IBM Learning

IBM CommerceLearning Academy 201513-16 October|Dublin, Ireland|#ibmlearning

Marketing Session 08UBX Part 1 - Overview and use-casesfor marketing data exchange ecosystem

Nimesh Bhatia, IBM Commerce

#IBMCommerce

© 2015 IBM Corporation 2

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#ibmlearningAgenda1. Background

2. Overview of UBX

3. Demo

4. Use-cases

5. UBX API

6. Event Taxonomy

7. How to participate in UBX ecosystem

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#ibmlearning

Why is an open data exchange so important?


#ibmlearning#ibmlearning42% of Customer Data comes from External Sources

Source: Gartner's Data-Driven Marketing Survey, 2013

#ibmlearningBusiness cannot consume 90% of collected data due to organizational silos.

…resulting in disjointed customer experiences

Marketing eCommerce Service

1 Gartner Big Data Analytics survey 2014

6 © 2015 IBM Corporation

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LOB clients are challenged to understand customer behaviors and journeys that are essential to omni-channel engagement

Fragmented Vendor Landscape

Innovation is outpacing consolidation

No single vendor provides the capabilities expected by the customer

Restrictive Competitor Ecosystems

Competitor ecosystems are closed and proprietary

Requires central Cloud data repository

SAPOracleAdobeSFDC

Limited Insights

Unable to know customers as individuals and in context

Complex and costly infrastructure due to custom integrations

© 2015 IBM Corporation

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UBX empowers marketers with streamlined access to a connected omni-channel view of the customer journey

Business users can focus on using customer context rather than the complexities of assembling that context

Customer context is continuously exchanged across an organization’s solution ecosystem

IBM Customer Analytics and partner network ecosystem delivers a robust contextual view of the customer for insights and engagement

IBM Universal Behavior Exchange (UBX)


#ibmlearningUBX API integrators are critical in building a robust ecosystem and building exceptional customer experiences

API Integrators Ecosystem Business Users

Build an omni-channel ecosystem of solutions by implementing UBX APIs

Syndicate events and audiences to optimize

analytic and engagement activities


#ibmlearningUBX addresses business use cases by syndicating customer event, profile, and audience data across the ecosystem

Understand customers contextually by exchanging customer event and audience data across the UBX ecosystem

Deliver competitive advantage with personalized experiences – online and offline

Audiences

CONNECT

SEND

Events

Journeys

Customer Service

MobileAlerts

AnalyticsOwned Media

Social

Social

Cart

Mobile

RECEIVE

Email

Universal Behavior Exchange

Identifiers


#ibmlearningEcosystem Use CasesUse Case Events/Audiences Ecosystem participants

Leverage paid media to engage customer on third party sites with optimized offer recommendations

Customer ID sync, recommended offers, viewed offer, accepted offer, rejected offer

MediaMath, TTD, Interact, Engage

Enhance customer profiles with rich social login customer data to improve omnichannel customer marketing & engagement

Login, logout, likes, comments Gigya, Engage, (Campaign)

Build data-driven omni-channel marketing activities triggered by Mobile Customer Engagement events

App opened, uiPushEnabled/Disabled, richContentOpened, URL/Phone # click

Mobile Customer Engagment (Xtify), Engage, Campaign

Build data-driven omni-channel marketing activities triggered by Mobile Wallet events

Mobile wallet add/delete items/offers, offer redemptions, loyalty card actions

Vibes, Engage

Enhance customer loyalty leveraging results of omni-channel marketing activities, customer scoring and behavior

Email offers and responses, web offers and clicks

Exchange Solutions, Engage, Digital Analytics

Drive leads and sales opportunities in CRM based on significant customer website & ecommerce events

Cart purchase, cart abandon, conversion, conversion abandon

Digital Analytics, SugarCRM

Retarget customers with relevant offers by syndicating audiences from Digital Analytics or Silverpop to Facebook

Stagnant customer segments that qualify for retargeting

FB Custom Audiences, Digital Analytics, Silverpop


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1. Customer visits company web site

Build data-driven omni-channel marketing activities triggered by subscribed Digital Analytics web events

Cart Purchase Abandoned Conversion Searched Site

Cart Abandonment Product ViewAdditional GA Events

Conversion Visited Site

4. UBX sends recognized web events to a subscriber

2. Web event publisher determines recognized web events to publish to UBX

3. Publisher endpoint calls UBX API and publishes customer events as they happen

5. Subscriber endpoint leverages web events to engage customers with relevant content

Company Website


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1. Client user identifies a stagnant audience that may benefit from retargeting activities.

Retarget customers with relevant offers by syndicating audiences from an audience publishers to a DSP destination

2. An eligible audience segment is created (e.g. Digital Analytics or Silverpop)

Field Mapping

Identity Mapping &

HashingScheduler

3. Audiences will be exported if they are scheduled for syndication in UBX

4. UBX will prepare an audience payload for a destination using the identity, hash, and field mapping set up by a user for a scheduler cadence

Audience

5. UBX sends the audience at the scheduled cadence setup by a user

6. UBX APIs used to send an audience to an endpoint destination

7. Client user sets up an audience in DSP for retargeting

8. DSP will display ads in paid media web sites for the qualifying audience contacts

Publisher Website


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UBX DemoCustomer Experience

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Overview of UBX APIs


#ibmlearningEndpoint integrators can choose how to participate in the UBX ecosystem by implementing public APIs

Event Syndication Audience Syndication

Syndication of customer-level, omni-channel events for real-time engagement and analytic activities

• Event Publisher• Event Destination• Event Publisher and Destination

Syndication of target audience segments for engagement and analytic activities

• Audience Publisher• Audience Destination• Audience Publisher and Destination


#ibmlearningPublic APIs allow integrators to participate as UBX event and/or audience syndication endpoints

endpoint

eventtype

event

Registers an endpoint as a publisher or destination using an authentication key

Registers an endpoint event type available for syndication

Pushes customer interaction date in real time

subscription notification

Notifies publishers when there is an active event subscriptions for their endpoint so they can send data

segment Manage, publish and consume audience segments


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APIsEvent Syndication

High level steps to become Event Publisher/Subscriber Endpoint


#ibmlearningRegistering a new endpoint for a client’s ecosystem

Register new endpoint

Authentication key for partner

endpoint


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API : Endpointhttps://pilot-ubx-api.adm01.com/v1/endpointHeaderContent-Type: application/JSONAuthorization: Bearer c582232f-xxxxx-40b6-xxxxx-19f3a5fd9264

Body{ "providerName" : "IBM", "name" : "AppPublisher", "description" : "App Publisher", "endpointTypes" : { "event" : { "source" : { "enabled" : true },

"destination" : { "enabled" : false } }

} "marketingDatabasesDefinition": { "marketingDatabases": [ { "name":"marketingDBSource1", "identifiers": [ { "name":"Email" , "type":"email" } ], "attributes": [ { "name":"MailSendTime", "type":"MailSendTime", "isRequired":true }, { "name":"Email", "type":"email", "isRequired":true }, { "name":"CustID", "type":"CustID", "isRequired":true },

] } ] } }


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Marketing Database

The identities section of a marketing database facilitate joining identities across different endpoints.

For example, if an endpointA has a field called “home_emailaddress” of identity-type ‘email’ and endpointB has a field called “work_emailaddress” also of type ‘email’, UBX will join records across these two endpoint when an event comes in with the same value for both those fields.

In order to ensure data integrity, joins will be done across endpoints only when identifier are described in the marketingDatabases.

"marketingDatabasesDefinition": { "marketingDatabases": [ { "name":"marketingDBSource1", "identifiers": [ { "name":“workEmail" , "type":"email" }, { "name":“smdID" , "type":“phone" }, ], "attributes": [ { "name":"MailSendTime", "type":"MailSendTime",

"isRequired":true }, { "name":"Email", "type":"email", "isRequired":true }, { "name":"CustID", "type":"CustID", "isRequired":true },

] } ] }


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API : EventTypehttps://pilot-ubx-api.adm01.com/v1/eventtype

HeaderContent-Type: application/JSONAuthorization: Bearer c582232f-xxxxx-40b6-xxxxx-19f3a5fd9264

Body{"code" : "emailOpen", "name" : "emailOpen", "description" : "e-mail description", "attributes":[ {"name":"eventName","type":"string"}, {"name":"messageId","type":"number"}, {"name":"subjectLine","type":"string"} ]}


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Syndicating events

Open event subscription

wizard

Go to the Events Tab


#ibmlearningEnabling event syndication to a destination from publisher’s inventory of recognized events

Select a destination for

the event

Select recognized events from a

publisher

Confirm selections

Enable subscription


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View and manage active event syndications


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API : Publish Eventhttps://pilot-ubx-api.adm01.com/v1/event


Body{"channel":"email", "identifiers":[ {"name" : "email", "value" : “[email protected]" } ], "events":[ {"code" : "emailOpen", "timestamp" : "2015-19-16T11:07:12Z", "attributes" :[ { "name" : "eventName", "value" : "Email Open", "type" : "string" },{ "name" : "messageId", "value" : 1, "type" : "number" },{ "name" : "subjectLine", "value" : "subject line instance", "type" : "string" } ] } ] }


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APIsAudience Syndication

High level steps to become Audience Segment Producer/Destination Endpoint


#ibmlearningRegistering a new endpoint for a client’s ecosystem

Register new endpoint

Authentication key for partner

endpoint


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API : Segment Endpointhttps://pilot-ubx-api.adm01.com/v1/endpoint


Body{ "name" : "SilverPop Engage", "description" : "Siverpop Engage Segments", "providerName" : "IBM", "url" : "https://segment-sp-pilot.ubx.ibmmarketingcloud.com/SPEndpoint", "endpointTypes" : { "segment" : { "source" : { "enabled" : true } } }, "marketingDatabasesDefinition": { "marketingDatabases": [ { "name":"marketingDBSource1", "identifiers": [ { "name":"Email" , "type":"email" } ], "attributes": [ { "name":"MailSendTime", "type":"MailSendTime", "isRequired":true }, { "name":"Email", "type":"email", "isRequired":true }, { "name":"CustID", "type":"CustID", "isRequired":true },

] } ] } }


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Syndicating audiences

Open audience sharing wizard

Go to the Audiences Tab


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API : Endpoint -> segments GET {endpoint.url}/segments

Sample response: {"responseStatus" : "success",

"result" : { "totalCount" : 235, "data" : [

{"id" : 38916,//required"name" : "Holiday week's abandoned carts",//required"description" : "All abandoned shopping carts during holiday period“

},{"id" : 44252,

"name" : "Last week's abandoned carts","description" : "All abandoned shopping carts from last week“

}, ....

{"id" : 89525,"name" : "Today's abandoned carts","description" : "All abandoned shopping carts from today“

} ] } }

Get list of segments - Returns a lightweight version of the segment definition. The name and the description of the segments will show in the user interface as the user browses for segments. The segment’s id will be used for subsequent API requests for that segment :


#ibmlearningInitiating audience syndication to a destination from a publisher

Select an audience

destination

Confirm selections

Go to next step

Select target audience from a

publisher


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Map the identifiers

Map the attributes

Confirm selections

Go to next step

Mapping identifiers and attributes for an audience syndication


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Select a run schedule for an

audience Share an audience

Set a run schedule and share an audience


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Manage scheduled audience sharing

jobs

View active and historical audience

sharing jobs

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Manage audience sharing jobs


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Segment and Job APIs for Segment Producer

Return a list of segments (ids, names and descriptions only)GET /segments

Return detailed meta data about a specific segmentGET /segments/{segmentId}

Export the segments dataGET /segments/{segmentId}/data

Create a new job to export the data for the segment in the post bodyPOST /jobs

Return the status of an asynchronous segment export jobGET /jobs/{jobId}

Return the segment data that was exported for the segment export jobGET /jobs/{jobId}/data/{dataId}

APIs needs to be implemented by segment producer


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Segment and Job APIs for Segment Destination

Create a new segment and return the id of the newly created segmentPOST /segments

Add new contacts to the segment with the specified segment idPOST /segments/{segmentId}/data

Replace all contacts in the segment with the specified segment idPUT /segments/{segmentId}/data

APIs needs to be implemented by segment subscriber


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Segment Export Process - how the UI connects up to the APIs

1. When a user elects to share segments a segment dialog is shown which loads segment definitions from ‘GET /segments’ API of the segment producers.

2. After a user selects the segment they may click an ‘info’ icon next to the segment to view its details. This will call the Endpoint API to retrieve segment details using ‘GET /segment/{id}’ API.

3. After a user selects a segment to export and chooses a destination endpoint they click ‘Next’ and select an identity schema and (optionally) additional attributes to export. Options to select identity schemes and additional attributes come from the endpoint’s MarketingDatabase schemas that it declared during endpoint registration. A segment producer can also (optionally) provide this info via the ‘GET /segment/{id}’ API.

4. When a user clicks ‘Share’ UBX put the job on the job queue to export the segment and use Job APIs to manage scheduled jobs.


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Other APIs & Services


#ibmlearning

An integrator implements an API that pushes customer events when there is an active destination request. Events are pushed only when an active subscription exists for an event.

EventsBehaviorsCustomer

Audiences

Identifiers Joined by a common ID

Identifiers

Notification of active subscriptions

POST /event

Subscription Notification


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Identity service use the identifiers in the event and audience payloads to join identities, assign a master id, and consolidate master ids when identity joins are enhanced over time by additional identifier information

EventsBehaviorsCustomer

Audiences

Events, Audiences and Identity


Exchange

Identifiers

Identity Service


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home_email Email {join, store, hash, share}work_email Email {join, store, hash, share}other_email Email {join, store, hash, share}

Capture keys and values that uniquely identify the Identities gathered from processed events.

When events are received that reference multiple identifying keys, cross-links are established between identities

Internal processes locate and merge existing identities

Arbitrary correlations between different identifier keys can defined by endpoint metadata

Identity Service – how it works


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Shorten the time to value by uploading bulk list of identity mappings that will improve identity joins.


Identity Bulk load


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UBX Event Taxonomy


#ibmlearningThe type of event publishing supported by an endpoint will depend on use cases and the flexibility of subscribers

Custom Events

• Independently defined by a publisher

• Do not adhere to a recommended event structure

• Provide flexibility for publishers to define events in the context of their organizations

• Still requires adherence to UBX JSON requirements

• Adoption requires that subscribers can ingest a variable event definition

Recognized Events

• Predefined set of event attributes• Channel-specific (e.g. email, social)• Describe generally accepted customer

interactions and behaviors • Relevant across organizations• Broad applicability • Event definition is more restrictive• Allow for easier adoption for

subscribers that require an anticipated event structure


#ibmlearningAll recognized events should consist of mandatory, recognized, and best practice attributes

• The channel where the event originated (e.g. web, mobile, email)

• Array of name/value pairs for customer identifiers

• A code matching a registered event type

• Date and time when an event occurred

• Array of mandatory, best practice, and event-specific attributes

Mandatory Recognized

• Name/Value pairs for the attributes that specifically describe an event within a channel:

• Email: subject line, URLs, bounce type

• Web: cart purchase details, product category, session time

• Social: body of a post, sentiment score

• Etc.

Best Practice

• Name/value pairs that provide a marketer context in order to understand the relevance of an event:

• Sub Channel• Device• Platform• Browser type• Campaign code• Offer code• Geo location• Etc.


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Types of UBX recognized events

Web

• Cart Purchase• Cart Purchase Item• Cart Abandonment(1)• Cart Abandonment Item• Conversion• Abandoned Conversion• Product View• Searched Site• Registration

Mobile

• App Install• App Uninstall• Session Start• Session End• App Push Enabled• App Push Disabled• App Opened - Simple• App Click• App Opened - Rich• App Phone Num Click

Paid Media / Ad Tech

• Matched Identity• Recommended Offer• Viewed Offer• Accepted Offer• Rejected Offer

Social

• FB Post• FB Comment• FB LikePost• FB LikePage• Twitter Shared• Twitter Retweeted• Twitter Tweeted• Twitter Mentioned• Twitter Replied• Twitter Followed• Twitter Favorited

Location

• Entered a Zone• Exited a Zone• Dwelled in a Zone

Email

• Email Send• Email Open• Email Click• Email Bounce

• m.Wallet – View Item• m.Wallet – Install Item• m.Wallet – Remove Item• SMS List Opt-in• SMS List Opt-out

• Instagram Comment• Instagram LikePost• Viewed Coupon • Claimed Coupon• Redeemed Coupon


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Types of UBX recognized events, continued

Contact Center

• Talked to an Agent• Voice Message Analysis• Self Service• Automation Trigger• Customer Case• Open Case• Assign Case• Resolved Case• Cancel Case• Update Case• Live Chat

Mobile Struggle

• Usability Process Struggle• Usability Process Struggle• Business Process Struggle• Business Conversion Struggle• Environmental Struggle• Performance Struggle

CRM

• Lead• New Lead• Cancelled Lead• Qualified Lead• Opportunity• Opportunity Qualified• Opportunity Developed• Opportunity Lost• Opportunity Won


#ibmlearningExample of Recognized Email Event

Mandatory channel, identifier, event code, timestamp“channel”:“Email”“name”:“email”,“value”:”[email protected]”“code” : “emailOpen”“timestamp”:“2010-07-29T13:33:59.028Z”

Recognized email event attributes“name”:“eventName”,“value”:“Email Open”,“type”:“String”“name”:“description”,“value”:“An email open event”,“type”:“String”“name”:“messageId”,“value”:“11835”,“type”:“String”“name”:“messageTemplateId”,“value”:“52”,“type”:“Number”“name”:“reportId”,“value”:“5”,“type”:“Number”“name”:“subjectLine”,“value”:“This is a subject line”,“type”:“String”“name”:“messageName”,“value”:“2015 Q4 Email Campaign”,“type”:“String”“name”:“docType”,“value”:“html”,“type”:“String”

Best practice attributes“name”:“interactionType”,“value”:“Non-Revenue”,“type”:“String”“name”:“subChannelName”,“value”:“Mobile”,“type”:“String”“name”:“deviceType”,“value”:“Tablet”,“type”:“String”“name”:“vendor”,“value”:“Apple”,“type”:“String”“name”:“OS”,“value”:“iOS”,“type”:“String”“name”:“browserName”,“value”:“Safari”,“type”:“String”“name”:“campaignCode”,“value”:“c1001”,“type”:“String”


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Participate in UBX Ecosystem


#ibmlearningThree ways to participate in UBX ecosystem

• Engage UBX product management and document use cases

• Define recognized events• Review API documentation• Begin API integration• Testing and validation• Enable production use

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IBM Solutions Partner Solutions

• Join IBM PartnerWorld• Document use cases• Define recognized events• Review API documentation• Begin API integration• Testing and validation• Technical validation of

integration• Receive UBX certification• Enable production use

Client Users

• Buy IBM Commerce solution or request online access for an eligible IBM entitlement

• Receive user credentials and automatic registration of entitled IBM SaaS endpoints

• Start using UBX• Generate authentication key

and register other integrated business partner endpoints, custom client endpoints, or IBM on premise endpoints


#ibmlearning

•Join IBM PartnerWorld as an ISV

•Create a solution entry in the IBM Global Solution Directory

•Nominate the solution to the Ready for IBM Commerce validation program

1 Join IBM PartnerWorld

•Gather information about your solution and its associated collateral

•Complete validation checklist about your solution

•Obtain access to UBX pilot environment

•Implement and test UBX APIs

•Arrange solution demo with IBM

2 Technical Validation

•UBX integration solution featured in PartnerWorld

•Promote integration from pilot to production environment

•Enable solution for IBM Commerce clients

3 Production

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Overall process of participating in IBM Universal Behavior Exchange eco-system



#ibmlearning

Nimesh BhatiaThank you very much.

IBMIBM Commerce

[email protected]

Paul Konigsberg

#ibmlearning

IBMIBM Commerce

[email protected]


#ibmlearningYour feedback is valuablePlease complete your session or lab evaluation!Session number [Marketing Session 08]

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#ibmlearningIBM Commerce Social Channels

#IBMLearning #IBMCommerce #dublincraic

BlogIBMCommerceBlog.com

Twitter@IBMCommerce | @IBMEngage

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#ibmlearningFor Additional Information IBM Commerce Solutions:

http://www.ibm.com/commerce/us-en/

IBM Commerce Blog:https://www.ibm.com/blogs/commerce/

IBM B2C Commerce:http://www-03.ibm.com/software/products/en/category/b2c-commerce

• IBM Commerce Developer:http://www.ibm.com/developerworks/commerce/

http://www.ibm.com/commerce/us-en/

https://www.ibm.com/blogs/commerce/

https://www.ibm.com/blogs/commerce/

http://www-03.ibm.com/software/products/en/category/b2c-commerce

http://www-03.ibm.com/software/products/en/category/b2c-commerce

http://www.ibm.com/developerworks/commerce/

http://www.ibm.com/developerworks/commerce/


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