Overview of cross channel marketing optimization mh-rl v5

© 2012 IBM Corporation© 2012 IBM Corporation

Overview of IBM’s Cross-channel Marketing Optimisation solution

Mike HandesEMM Solutions Consultant, A/[email protected]

Ronald LiEMM Solutions Consultant, A/[email protected]

mailto:[email protected]





© 2012 IBM Corporation

Agenda

2

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

ad

social

search

display ad

Web

mobile

email

ATM/kiosk

phone

branch

POS

mail

customer


What they expect: coordinated marketing, integrated experience

ad

social

search

display ad

Web

mobile

email

ATM/kiosk

phone

branch

POS

mail

customer

marketer


What they experience: marketing silos

ad

social

search

display ad

Web

mobile

email

ATM/kiosk

phone

branch

POS

mail

customer

strategy dataprocess tech











© 2012 IBM Corporation© 2012 IBM Corporation6

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

7

• 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

8

• 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

9









A sneak peek at tools used by Marketing today


CALL CENTER

11

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

12


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

13

Collect

Analyze

Decide Deliver

segmentsoffers

interaction history

attributionoptimisation

outbound campaign management

real-time interaction management


Agenda

14









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

Adho

c\Si

lo’d

Mul

ti-ch

anne

lRe

al-ti

me

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

Complex Triggers/Events

Real Time Decisions

Analytics Optimised

Routing

Product Push (Offer of the

week)

Simple Triggers/Events

Structured Conversations

Simple product driven marketing

Limited event based trigger campaigns

Enterprise Marketing Maturity


Logical architecture diagram

16

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

© 2012 IBM Corporation© 2012 IBM Corporation19

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 [email protected]

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

http://www.meetup.com/Smarter-Marketing-User-Group-Sydney/



http://www.meetup.com/Smarter-Marketing-User-Group-Melbourne/



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


Date post:	21-Jan-2015
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