Taking Action on the Customer Journey

Simon LyeIBM Marketing Cloud

Source: Ipsos OTX/Google 2012 Holiday Shopping Intentions Survey Wave 1: (Q11). In which of the following ways do you think you’ll approach your Holiday shopping?

44% Research online and purchase online

51% Research online prior to store visit

32%Research online, visit store to view product, then return online to purchase

17% Visit store first, then purchase online

The Customer Journey is Changing

50-80% of the buying process is done before you speak to your buyer

Email remains preferred channel of most consumers

Mobile and social engagement are up

Online traffic and sales are increasing

Customers also have high expectations…

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a seamless and integrated experience across channels

to receive personalized, timely information, service and

promotions

you to know and understand them

“To succeed in the digital era, you have to be totally in sync with the behavior and preferences of your customers in a fast-

changing landscape. You have to be quick and adaptable.”

Source: CMO, RetailStepping up to the challenge: CMO Insights from the IBM Global C-suite Study

Breakdown silos and integrate tools

Customer Interactions

Events SMS Mobile Blogs Call Center Location Communities

Push Facebook Twitter Wearables Retail Email Devices+

SMS

Customer Data Types

Implicitly from their behaviors

Integrated SystemsExplicitly from the

Customer

CRM

ECOMMERCE

INVENTORY

Integrated Systems – Understand what data is available to you

WEB ANALYTICS

What is IBM Marketing Cloud?

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> Customizable dashboard with configurable widgets

> Personalized (pinned) sending options for making recurring settings default

> Drag and drop campaign, segment and webform builders

> Real-time error validation guides marketers through the sending process

> Simplified sending experience to focus on most commonly performed actions

> Over 80 pre-configured reports> Database growth reporting

IBM MARKETING CLOUD

MARKETING AUTOMATION RICH PLATFORM> Visual drag and drop multi-touch

campaign builder> Centralized Scoring with BANT,

demographic and behavioral sections> Marketer-friendly operators for easy

segment creation> Powerful decision diamonds help you to

route customers to the most relevant next action

> A/B/C/D testing on content, subject line and from names

> 98% Deliverability rate – one of the highest in the industry

JOURNEY DESIGN AND ANALYTICS

CUSTOMER EXPERIENCE ANALYTICSA single place to answer…what is happening and why

> Go from question to decision in minutes with unified analytics

> Turn data points into a point of view with a complete understanding of the customer’s journey

> Relive customer experiences so you can identify where they succeed or fail

> Unite around the customer with visibility across all channels and the ability to easily collaborate around insights

UBX POWERED WITH ENSIGHTEN

UBX powered with Ensighten enables

IBM Commerce customers to

better orchestrate their marketing

technologies and data sources to

improve customer experiences.

Informing other technologies

Ensighten and IBM

• Have better INSIGHTS

• Make better DECISIONS

• Get better RESULTS“…but make it easier by moving the work”

IBM Client Advisory Board

MARKETERS WANT TO BE SMARTER

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Partner Sites

CRM

Mobile sites & App

Affiliates & Remarketer

s

Call Center

Offline Ad Promo codes

Online properties

Offsite Ads & Content

Organic & Paid Search

Onsite Ads & Content

COLLECT, STITCH, OWN, ACT WITH YOUR BRANDED DATA

Ensighten

+ IBM

Ensighten

+ IBM

Ensighten

+ IBM

Ensighten

+ IBM

Ensighten

+ IBM

POWERING IBM COMMERCEOnsiteWebsites, Web Apps

MobileApplications

1,000 MarTechVendor Tags

OffsiteDisplay, Video, IoT

Campaign Manageme

nt

Journey Analysis

ContactOptimizati

on

Personalization

Digital Advertising

UBX poweredwith Ensighten

IBM MARKETING: TAKE ACTION

Campaign Mgt

Open Audience Syndication

Analytics Journey Design Budgeting & Expense Planning

Universal Behavior Exchange Workflow Management

Email SMS Mobile Push In-app msgs Social

Personalization

More complete understanding of customer journey and Omni- Channel

customer view for digital campaigns

Action all Insights in real time across all Onsite, Offsite, and Offline

Channels to drive real-time action while customer is “In the Moment”

BENEFITS

SOCIAL, EMAIL, DISPLAY

SURVEY, CRM, LIVE CHAT

ONSI

TEOF

FSIT

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FLIN

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WEBSITE APPAPP

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