• Like

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Redefining Analytics and Commerce in the age of the empowered consumer_FrankTheisen_Sympo13



Published in Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads


Total Views
On SlideShare
From Embeds
Number of Embeds



Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

    No notes for slide


  • 1. © 2013 IBM CorporationRedefining Analytics and Commerce in theage of the empowered consumerFrank TheisenVice President Smarter Analytics & Smarter CommerceIBM Europe
  • 2. © 2013 IBM CorporationMobile and social are reshaping business34%of smartphoneusers have scanneda QR Code, 27%have read onlinereviews84%of US adults who haveconducted atransaction online orthrough a mobiledevice reportexperiencing aproblem50%increase inonline sales viamobile devicesover 201155%of smartphoneusers compareprices in stores63%of online adults areless likely to buy viaother channels ifthey experienced aproblem on theirmobile phones92%of consumers saythey trust earnedmedia, such asword-of-mouth andrecommendations2Sources: IBM, Forrester, Tealeaf and Emphathica Reports
  • 3. © 2013 IBM Corporation4 in 10 Smartphoneusers search for anitem in a store70% of onlineconsumerstrust peerrecommendations77% of buyers checkwith peers beforebuying58% of retailcustomers want toaccess relevantproduct info in-store42% of consumers wantpersonalized promotions in-storebased on what they scanGeneration C - the Connected Customer3
  • 4. © 2013 IBM CorporationThere is aperception gapregarding why consumersinteract with Brands viasocial sites. Therefore thedigital communication isnot optimally adjusted toconsumer’s requirementsyet.Generation C - They want control83% of customers saythey are more likely todo business with brandsthat allow them topersonalize and controlwhere, when and howthey interact throughtheir preferred channelcombinations.4
  • 5. © 2013 IBM CorporationCustomer expectations are soaring5you to know them as an individuala seamless and integrated experiencea flawless post-purchase experiencerelevant, timely promotionssimple, yet feature-rich self-servicecapabilitiesThey want:
  • 6. © 2013 IBM CorporationEvery interaction is important6EngagementInteractingAwarenessTransactingInvolvementUsageAdvocacy
  • 7. © 2013 IBM CorporationLeaders are taking an integrated approach to commerce7Anticipatesand deliveracrossmobile andsocialOptimizesprocurementbased ondemandApplies deepinsights totake actionin real timeExtends coresystems tosynchronizeyour valuechainPuts thecustomer atthe centerof yourcommerceprocesses
  • 8. © 2013 IBM CorporationSmarter Commerce delivers exceptional customer experiences8BuyAdaptiveprocurementand optimizedsupply chainMarketTargeted andpersonalizedmarketing acrossall channelsServiceAnticipatebehavior anddeliver flawlesscustomer serviceSellSeamless cross-channel customerexperienceMarketBuyService SellMarketBuyService Sell
  • 9. © 2013 IBM CorporationReinventingthe way companiesinteract with customersInsight driven promotionsLocation based servicesSocial sharingEndless aisleMobile shopping servicesSocial sentiment analysisInventory visibilityMobile platform analysisClienteling, customerpersonalizationPurchase decision supportEmpoweringemployees andpartnersServiceSellMarketBuy9Smarter Commerce puts mobile and social everywhere
  • 10. © 2013 IBM Corporation“Multi-channel” hasevolved to “allchannels, all the time”CustomerEngagementSmarter Commerce requires focus on three dimensionsCustomer ExperienceIntegration andsynchronizationto meet new valuedelivery requirementsValue ChainOptimizationAdvocacy based ontrust is the new“loyalty”Customer Insightand Intelligence10
  • 11. © 2013 IBM CorporationBegin with these questions for your Smarter Commerce journeyDoes your businessmodel adapt tocapitalize on newmarket opportunities?Are you leveragingcustomer insight toreshape yourbusiness?Can your operationsanticipate and adjustdynamically tomarket conditions? Do you deliver exceptionalcustomer experienceacross all touch points?Could your supplychain interruptservice to yourcustomers?11
  • 12. © 2013 IBM Corporation12
  • 13. © 2013 IBM Corporation13Disruptive Technology Factors Are Making New Things PossibleSocial MediaCloud ComputingMobileInternet of Things
  • 14. © 2013 IBM Corporation14 IBM Confidential“Data is the New Oil”“We have for the first time an economybased on a key resource (Information)that is not only renewable, but self-generating.Running out of it is not a problem, but drowning in it is.”— John NaisbittBig Data is the next Natural ResourceHarvesting any resource requires Mining, Refining and Delivering
  • 15. © 2013 IBM CorporationBig Data is All Data from EverywhereTransactional &Application Data Machine Data Social DataEnterpriseContentVolumeStructuredThroughputVelocityStructuredIngestionVarietyUnstructuredVeracityVolumeUnstructuredVariety15
  • 16. © 2013 IBM CorporationToday, nearly all our transactions arerecorded in real time.Nearly everything isinstrumented.
  • 17. © 2013 IBM Corporation© 2013 IBM CorporationAnd even our individual needs,wants, opinions and preferencesare captured
  • 18. © 2013 IBM Corporation© 2013 IBM CorporationCreating aproliferation ofbig data
  • 19. © 2013 IBM CorporationReal-time event detectionMicro segmentationScore sentiment &satisfaction more accuratelyOptimize offers & timingFaster & more accurate predictivemodelsNewCapabilitiesOutcomesPro-active interactionsImproved offer acceptanceIncreased customer satisfactionGeospatialWhere isthe customerSocialAttitudes,preferencesInternalCustomer DataStructured &unstructuredContact CenterNotes & chats,customer interactionTransactionsAll channels(Web, call-center,branch)ExternalCustomer DataCredit bureaus,demographic(purchased data)EventsCustomerbehavior triggersCorrespondenceEmails & chatsAnalyze information from all customer interactions & data sources19
  • 20. © 2013 IBM CorporationSource: IBM CEO Study, 2012.Percent of CEOs who believe their organizationis good at driving value from informationOutperformersUnderperformersOutperformers are seizing theopportunity26%54%Accessto dataDraw insightsfrom dataTranslate insightinto action108% more108% more86% more31%57%26%54%20 © 2013 IBM Corporation
  • 21. © 2013 IBM CorporationNew insights andnew possibilities1New revenueopportunities3Process and performanceimprovement2Future relevance requiresintegrating traditional datawith new sources and typesof information to powertransformationTransactionSocialDocumentsMachineApplication© 2013 IBM CorporationBigData
  • 22. © 2013 IBM CorporationUfone reduced churn and keptsubscribers happy, helping ensure thatcampaigns are highly effective and timelyNeedTo ensure that its marketing campaignstargeted the right customers, before they leftthe networkTo keep its higher usage customers happywith campaigns offering services and plansthat were right for themBenefitsPredictive analytics is expected to improve thecampaign response rate from about 25% to atleast 50%CDRs can be analyzed within 30 seconds,instead of requiring at least a dayExpected to reduce churnby approximately 15-20%© 2013 IBMCorporation221
  • 23. © 2013 IBM CorporationVestas optimizes capitalinvestments based onPetabytes of information.• Model the weather to optimizeplacement of turbines, maximizingpower generation and longevity.• Reduce time required to identifyplacement of turbine from weeks tohours.• Incorporate 3 PB of structured andsemi-structured information flows.• Relies on IBM Big Data platform2
  • 24. © 2013 IBM CorporationConstant Contact TransformingEmail Marketing CampaignEffectiveness with IBM Big DataCapabilitiesInfoSphere BigInsights, IBM PureData for Analyticspowered by Netezza technology, Cognos BINeedAnalyze 35 billion annual emails to guidecustomers on best dates & times to send emailsfor maximum responseBenefits40 times improvement in analysis performance15-25% performance increase in customer emailcampaignsAnalysis time reduced from hours to seconds
  • 25. © 2013 IBM CorporationOperations AnalysisAnalyze a variety of machinedata for improved business resultsData Warehouse AugmentationIntegrate big data and data warehouse capabilities toincrease operational efficiencyBig Data ExplorationFind, visualize, understand all bigdata to improve businessknowledgeEnhanced 360o Viewof the CustomerAchieve a true unified view, integratinginternal and external sourcesSecurity/IntelligenceExtensionLower risk, detect fraud andmonitor cyber security in real-timeThe 5 most prominent Big Data Use Cases across industries25
  • 26. © 2013 IBM CorporationCustomer insight is limited to a sub-set of available datawhich limits cross-sell success & provides a poor customer experienceFrom “I have an offer – let me find a customer to sell to”CustomerNeedsandSegmentStrategiesMassMarket|MassAffluent|SmallBusinessOfferOfferOfferOfferOfferOfferDepositsOfferOfferOfferOfferOfferOfferCardOfferOfferOfferOfferOfferOfferMortgageOfferOfferOfferOfferOfferOfferInvestmentsDirect mailBCAgent, IVROnline, emailATMMobile, SMSChatRelevance?Awareness?Value?Understanding?Clarity?You do not know me orunderstand my needsYou ask me multipletimes about the samethingMost of your suggestionsseem irrelevant to meI am not offeredsolutions based on mymultiple relationshipsWhen you recognize that Ihave a need, you send memultiple offers – it’sconfusing.26
  • 27. © 2013 IBM CorporationCustomerNeedsandSegmentStrategiesMassMarket|MassAffluent|SmallBusinessDepositsCardMortgageInvestmentsCustomer Experience& TreatmentStrategiesDirect mailBCAgent, IVROnline, emailATMMobile, SMSChatBrilliant!ServiceOfferInformRetainGovernance,Prioritization &OptimizationIntegrated CustomerAnalytics“The bank knows me &values myrelationship.”“They seem to knowwhat I need & when Ineed it.”“The bank isn’t alwaysselling something.”“They always get me tothe right place & neverfail to follow up.”“There is real value tome in getting all myneeds met by onebank.”The customer feels that the bank understands & responds to their changing needsThe bank’s KPI’s improve: Customer Profitability / Satisfaction & Advocacy / Retentionto “I have a customer – what do they need most?”27
  • 28. © 2013 IBM CorporationNew Architecture to Leverage All Data and AnalyticsData inMotionData atRestData inMany FormsInformationIngestion andOperationalInformationDecisionManagementBI and PredictiveAnalyticsNavigationand DiscoveryIntelligenceAnalysisLanding Area,Analytics Zoneand ArchiveRaw DataStructured DataText AnalyticsData MiningEntity AnalyticsMachine LearningReal-timeAnalyticsVideo/AudioNetwork/SensorEntity AnalyticsPredictiveExploration,IntegratedWarehouse,and Mart ZonesDiscoveryDeep ReflectionOperationalPredictiveStream ProcessingData IntegrationMaster DataStreamsInformation Governance, Security and Business Continuity28
  • 29. © 2013 IBM CorporationEvery Industry can Leverage Big Data and AnalyticsInsurance• 360˚ View of Domainor Subject• Catastrophe Modeling• Fraud & AbuseBanking• Optimizing Offers andCross-sell• Customer Service and CallCenter EfficiencyTelco• Pro-active Call Center• Network Analytics• Location Based ServicesEnergy &Utilities• Smart Meter Analytics• Distribution LoadForecasting/Scheduling• Condition BasedMaintenanceMedia &Entertainment• Business processtransformation• Audience & MarketingOptimizationRetail• Actionable CustomerInsight• Merchandise Optimization• Dynamic PricingTravel &Transport• Customer Analytics &Loyalty Marketing• Predictive MaintenanceAnalyticsConsumerProducts• Shelf Availability• Promotional SpendOptimization• Merchandising ComplianceGovernment• Civilian Services• Defense & Intelligence• Tax & Treasury ServicesHealthcare• Measure & Act onPopulation HealthOutcomes• Engage Consumers in theirHealthcareAutomotive• Advanced ConditionMonitoring• Data WarehouseOptimizationLife Sciences• Increase visibility into drugsafety and effectivenessChemical &Petroleum• Operational Surveillance,Analysis & Optimization• Data WarehouseConsolidation, Integration &AugmentationAerospace &Defense• Uniform InformationAccess Platform• Data WarehouseOptimizationElectronics• Customer/ ChannelAnalytics• Advanced ConditionMonitoring29
  • 30. © 2013 IBM CorporationPerformanceManagementContentAnalyticsDecisionManagementRiskAnalyticsBusiness Intelligence and Predictive AnalyticsContentManagementDataWarehouseStreamComputingHadoopSystemInformation Integration and GovernanceBIG DATA PLATFORMSYSTEMS, STORAGE AND CLOUDSales | Marketing | Finance | Operations | IT | Risk | HRANALYTICSSOLUTIONSIndustryCONSULTING and IMPLEMENTATION SERVICESInnovations and expertise to put analytics and big datato work for you achieving your Smarter Commerce goalsIBM’s integrated Portfolio forSmarter CommerceMarketBuyService Sell
  • 31. © 2013 IBM CorporationIBM CapabilitiesAlign Anticipate ActBig Data PlatformData WarehousingInformation Integration andGovernanceData ManagementEnterprise Content ManagementDefensible DisposalBusiness Analytics and Optimization Consulting ServicesBAO Strategy | Customer Analytics | Regulatory and Risk | Fraud Analytics | Financial Performance ManagementInformation Management Foundation | IBM Research First-of-a-kind Projects | Application Management ServicesIBM Smarter Analytics Signature SolutionsCustomer | Finance | Anti-Fraud, Waste & AbuseIBM Solution AcceleratorsPortfolio aligned to Industry ImperativesSmarter Computing - Systems that are tuned to the task, designed for data, managed with cloud technologiesBI & Performance ManagementPredictive and Advanced AnalyticsRisk AnalyticsSentiment AnalyticsBig Data AnalyticsContent AnalyticsWeb and Digital AnalyticsOnline BenchmarkSpend AnalyticsDecision ManagementAdvanced Case ManagementDigital Marketing OptimizationCross-channel Selling and MarketingPricing, Promotion, and AssortmentOptimizationMarketing Performance OptimizationSupply Chain OptimizationOrganization and WorkforceTransformationSystems that learn and reasonWatson l Watson for Healthcare l Watson for Financial Services l Ready for WatsonLearnTransform
  • 32. © 2013 IBM Corporationibm.com/bigdata