contact optimization

Report
customer engagement solutions
Our evolution to date
We’ve led the way in helping clients make the shift to continuous
customer engagement, with many milestones along the way
2Q2014
• Unified IBM brand
for customer
engagement
• Customer
engagement point
of view
• IBM Interactive
Experience
@brandmaster63 | #smartercommerce
Our value proposition
IBM ExperienceOne helps you attract,
delight and maximize the lifetime value of
customers by enriching the ways you engage
with each of them
Source Gartner MCCM MQ 2014.pdf - G00250970
IBM
Consider IBM Cross-Channel Marketing Optimization when MCCM is a strategic requirement. IBM's offering supports
a range of industries.
IBM has global reach and generated $99.75 billion in revenue in 2013.
Cross-Channel Marketing Optimization focuses on real-time marketing,
marketing performance management and usability on-premises. Marketing
Center, a SaaS option, provides digital campaigns, email marketing, site
personalization, tracking and management. IBM has started bundling in
merchandising and other role-based offerings to simplify its growing portfolio.
IBM Mobile (formerly Xtify) supports mobile push marketing.
In 2014, IBM plans for additional partnerships with data management
platforms (DMPs) to integrate known and anonymous data in areas like ad
management. IBM has preintegrated API partnerships with DMP BlueKai
and other ad tech players, such as DataXu, Turn, Google and Marin
Software through IBM's Digital Marketing Network. IBM will also expand its
real-time and event marketing for both on-premises and SaaS deployments.
References said they like IBM's breadth of offerings and integration into a
single platform.
Through its product portfolio, the Omni-Channel Marketing solution for
customer relationship marketers
Engagies customers in a one-to-one dialogue
across channels by being able to…
Marketing
Planning
Marketing Operations
Analyze
Decide
Deliver
Campaign
Campaign
eMessage
Contact Optimization
Interact
Xtify mobile messaging
Contact Optimization
Interact
Introduction to IBM Campaign
What is IBM Campaign?
CAMPAIGN MANAGEMENT software:
 Used to design, execute, measure and analyze outbound
direct marketing campaigns
 Capable of managing all types of large-scale, multi-wave
and cross-channel campaigns
 Creates a central repository for re-usable offers, segments
and contact & response history
 Recognized best-of-breed functionality, scalability and
record of customer success
 Serves as a platform for add-on modules:
–
–
–
–
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Email marketing [IBM eMessage]
Real-time interactions management [IBM Interact]
Contact optimization [IBM Contact Optimization]
Distributed marketing [IBM Distributed Marketing]
Simple overview of IBM Campaign
customer data
(1) accesses
customer data
often replacing slow
processes involving customcoded
database queries
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IBM Campaign
communication
channels
(2) manipulates data
(3) selects & segments customers
(4) assigns offers to customers
(5) schedules
runs & waves
(6) generates and
delivers lists
7) tracks contacts and
responses, attributes results
Key features of IBM Campaign
Customer data access through Universal Data Interconnect (UDI)
Segmentation, targeting and campaign design through flowcharts
Ability to design & execute multi-wave, multi-channel campaigns
Complex customer data handling with audience-level switching
Central repository for re-usable offers and segment definitions
11
Key features of IBM Campaign – continued
Campaign planning through target cell spreadsheet (TCS) interface
Complete contact and response history for each individual
Multiple response attribution approaches to assess results
Rich set of reports – both standard and configurable
Integration with IBM Digital Analytics to leverage online data
12
Highlight on Universal Dynamic Interconnect (“UDI”)
Capability: Enables simultaneous access to multiple data
sources located in various locations throughout the
company
Benefit: Provides the flexibility to leverage all
available marketing data reducing required IT
support
UDI
Customer DB
Transactional SYSTEM
Transient Data
& Flat Files
13
Highlight on flowcharts
14
Highlight on flowcharts
Selection &
Segmentation:
• Select target audience
• Suppress groups
• Create segments and
assign offers
• Sample for testing
15
Highlight on flowcharts
Execution:
• Schedule campaign runs
• Send targets to IBM
eMessage
• Generate output lists
• Create contact history
16
Highlight on flowcharts
Tracking & Optimization:
•Call predictive models (SPSS,
PredictiveInsight, 3rd party)
•Optimize contacts across
campaigns (using IBM
Contact Optimization)
•Track responses and attribution
17
Highlight on flowcharts
Tracking & Optimization:
•Call predictive models (SPSS,
PredictiveInsight, 3rd party)
•Optimize contacts across
campaigns (using IBM
Contact Optimization)
•Track responses and attribution
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Highlight on flowcharts
Selection &
Segmentation
Execution
Tracking &
Optimization
Benefits:
• Graphical interface makes it easy to
create, audit and modify campaign logic
• Broad and flexible capabilities
accommodate the most complex
campaigns
19
Highlight on offer management and target cell spreadsheet
OFFER MANAGEMENT
Central repository of offers to promote reuse
and consistency
Offers created based on templates with
standard and custom attributes
Offer attribute values can be dynamically
generated for each campaign target
Benefit: simplifies management of complex
campaigns
TARGET CELL SPREADSHEET
Captures all cell information in an accessible,
spreadsheet-like environment
“Top-down” assignment of offers to cells
Facilitates campaign QC processes
Benefit: creates a collaboration workspace for
campaign planning and development teams
20
Highlight on response tracking & attribution
Benefits:
• Flexible attribution options to fit any approach
• Standard tools minimize need for custom work
• Better insights into campaign performance
CLICKS
Attribution
CALLS
PURCHASES
REDEMPTIONS
& other
response
types
Action
Table
or
Response types:
• Direct
(exact, inexact)
• Inferred
• Custom
(e.g., viral)
Attribution options:
• First, Last
• Fractional
• Multiple
Response
History
responses can also be made part of
IBM’s cross-channel attribution methodology
21
Highlight on reporting
•Many standard reports included
— By campaign, channel, cell, offer and segment performance
— Over time (day, week, month, qtr, yr), relative days, weeks,
months
•Allows report customization and
new report creation
•Supports bursting and non-bursting,
scheduling and notification
Benefits:
• Increases insight into campaign
status and results
• Improves marketing decisionmaking
• Provides every user with
information
22
What Is IBM Contact Optimization?
CONTACT OPTIMIZATION
software:
 Determines the optimal contact
strategy for each customer
 Uses powerful, integrated
algorithms
 Balances business objectives and
constraints with customer
preferences and history
 Achieves maximum overall
marketing ROI while satisfying the
need of individual product lines and
businesses
23
Contact Optimization Functional Flow
1.
Design and run individual campaigns to generate proposed contacts
2.
Run the optimization session, review the results & adjust if necessary
3.
Trigger campaign completion to use optimized contacts
CAMPAIGNS
PROPOSED
Contacts
CONSTRAINTS
BUSINESS
Rules
Contact Optimization
CONTACT
History
Campaign
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OTHER
Data
Contact Optimization
Contact
Optimization
D
Customer ID
Contacts
Campaign ID
Channel ID
Offer ID
Date
Introduction to IBM E message
Combine on premise customer data with the flexibility of SaaS to create,
optimize and deliver digital messages
 More real-time integration with
segmentation engine reducing the time to
customers inbox
 Improved one-to-one messaging b/c
they're email engine is tied to their
customer database/segmentation engine
 Coupled with the best-in-class campaign
mgmt solution
 Engage with customers in real-time
Costruire una DEM
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IBM Confidential
Identify which platforms customers uses to read email and optimize for
a one-to-one experience
 Customer level intelligence to create
personalized target communications
 Improve email campaign quality with
sophisticated content and social
diagnostics
 Fine tune email designs through
comprehensive sets of proceduralized QA
tools prior to production
 Protect your brand by ensuring rendering
integrity across platforms and devices
Gain peace of mind with ISP folder placement insight
 Uncover & resolve delivery issues
before deploying a campaign
 Extensive domain coverage across
regions and markets
 Diagnostic tools and insights across
all campaigns
 Test & trend deliverability across
templates and hone your message for
maximum cross-channel impact
Guided message creation on push notification
Send simple and rich messages
Leading movie theater chain uses Preference-Based notifications
Customized Preference
Center
Simple Notification
Rich Notification
Notification Inbox
•
Users choose movie preferences in a customized preference center
•
Targeted messages with ticket releases, new trailers, 3rd-party promotions,
and news about movies of interest are sent to users
Introduction to IBM Interact
Introducing IBM Interact
IBM Interact is
REAL-TIME
INTERACTION MANAGEMENT
software
 Determines, in real-time, the best personalized
message for each live customer interaction,
especially “inbound” contacts
 Can plug into any customer touch-point: Web
site, call center, kiosk, point-of-sale, etc.
 Personalization based on historical data and new
information gained during the interaction
 Connects and coordinates inbound marketing
with outbound campaigns
 Designed for easy usage and management
(“so easy a marketer can do it”)
 Can scale to meets the most rigorous
performance requirements: 100,000s of
concurrent sessions, response times < 0.1 sec
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Interact enables “inbound marketing”
Inbound marketing: the presentation of personalized marketing messages
during “inbound interactions” – when the customer or prospect chooses to contact you
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DETAILS
HOME PAGE
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OFFER
blank
WWW
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OFFER
?
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OFFER
“Greetings”
reason
for call
resolution
OFFER
?
CALL CENTER
Turns every customer touch-point into a channel for the kind of personalized
marketing messages previously only delivered through outbound campaigns
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How Interact works – detailed
Can use common:
segment definitions
offers
Data from realtime service calls
interaction history
IBM Interact
Customer
profile
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Records offer
presentation and
response or
non-response
PRE-CALCULATED
DECISIONS
REAL-TIME LOGIC
Uses combination of candidate
segmentation & rules offers &
scores
Real-time
context
Builds white lists
and black lists
ADD/REMOVE
OFFERS
WELCOME
OFFER
blank
white lists,
black lists
Adjust list of offers
using white/black lists
and suppression rules
final
offer(s)
ARBITRATION
Self-learning algorithm
or external model
adjusts scores
revised
offer list
and scores
Offers can be:
global
segment-level
Can be factored into selflearning for future scoring…
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IBM Campaign
individual-level
…and factored into
future batch campaigns.
IBM Interact (inbound) and IBM Campaign (outbound) together are an
integrated, centralized decision-making capability
Decide
real-time interaction management
Collect
segments
offers
interaction
history
attribution
optimization
Analyze
outbound campaign management
37
Deliver

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