How do you compare?Leveraging insights fromIBM’s Retail Benchmark to make themost of your eCommerce performance@jay_hender...
© 2013 IBM CorporationLeah PaschallIBMProduct Marketing Manager, EMMemail: leahl@us.ibm.comtwitter: @LeahPaschallJay Hende...
© 2013 IBM CorporationAgenda• What is the IBM Benchmark?• Benchmark Insights– high level trends– key holiday dates– mobile...
© 2013 IBM CorporationCompare performance against industry peers andcompetitors with IBM Retail Benchmark• Over 1,300 onli...
© 2013 IBM CorporationWide range of free holiday benchmark resources availablewww.ibm.com/software/marketing-solutions/ben...
© 2013 IBM CorporationAgenda• What is the IBM Benchmark?• Benchmark Insights– high level trends– key holiday dates– mobile...
© 2013 IBM Corporationonline shoppingcontinues itssteady march7#SmarterCommerce @jay_henderson @LeahPaschall
© 2013 IBM CorporationShopping online inQ1 grew 5x morethan in-storeOnline shopping is up….and outpacing stores83.7%20%in-...
© 2013 IBM CorporationMarketing promotions, offers, & messages are working….90%5%10%15%20%25%30%35%40%45%50%Apr May Jun Ju...
© 2013 IBM CorporationItems per order has increased significantly & average ordervalue is up toocross-selling and sales pr...
© 2013 IBM Corporation0%5%10%15%20%25%30%35%40%Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb MarSHOPPING CART CONVERSION RAT...
© 2013 IBM Corporation50%60%70%80%90%100%Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb MarCART ABANDONMENT RATE Current Peri...
© 2013 IBM Corporationnew year,same holiday shoppers….#SmarterCommerce @jay_henderson @LeahPaschall13
© 2013 IBM CorporationIs Cyber Monday obsolete?14#SmarterCommerce @jay_henderson @LeahPaschall
© 2013 IBM CorporationNot yet…. 201215biggest online shopping day30.3% year over yearever#SmarterCommerce @jay_henderson @...
© 2013 IBM CorporationIn 2012…16Monday afterCyber MonGreenMondayFree Shipping FridayTues afterCyber MonLast chanceshopping...
© 2013 IBM CorporationOnline sales growth is fueled by a strong holiday weekend,across Thanksgiving day, Black Friday and ...
© 2013 IBM CorporationOnline sales peaked on Mondays until Christmas Eve, thenrebounded the day after ChristmasDec1Dec8Dec...
© 2013 IBM Corporation 19#SmarterCommerce @jay_henderson @LeahPaschallSource: IBM Digital Analytics Benchmark
© 2013 IBM Corporationonline shoppingis upwardlymobile#SmarterCommerce @jay_henderson @LeahPaschall© 2013 IBM Corporation 20
© 2013 IBM CorporationMobile (including tablet) continues to increase dramatically…210%5%10%15%20%25%Mobile: % of Sales Mo...
© 2013 IBM Corporationover 15%of all onlinesales come frommobile devices1Sales, traffic, and even emailover 25% of all sit...
© 2013 IBM CorporationIs mobile really on the move?…the rise of couch commerce…#SmarterCommerce @jay_henderson @LeahPascha...
© 2013 IBM CorporationiPad now consistently leads all devices with more overall trafficand more growth year over year4.07%...
© 2013 IBM Corporation0.0%2.5%5.0%7.5%10.0%12.5%15.0%17.5%0:050:401:151:502:253:003:354:104:455:205:556:307:057:408:158:50...
© 2013 IBM CorporationTablets consistently drive higher conversion260.00%1.00%2.00%3.00%4.00%5.00%6.00%Conversion % by Mob...
© 2013 IBM CorporationSocial is atough nut to crack#SmarterCommerce @jay_henderson @LeahPaschall27
© 2013 IBM CorporationSocial…. has yet to make a significant impact on“same session” traffic or sales280.00%0.50%1.00%1.50...
© 2013 IBM CorporationAgenda• What is the IBM Benchmark?• Benchmark Insights– high level trends– key holiday dates– mobile...
© 2013 IBM Corporationoptimize for mobile#SmarterCommerce @jay_henderson @LeahPaschall© 2013 IBM Corporation 30
© 2013 IBM CorporationEliminating text and showcasing images is beneficial formobile browsing31Gap enables browsing ofimag...
© 2013 IBM CorporationRichestexperience; linksand images on bydefault.Rich graphics; usermay need to side-scroll to view f...
© 2013 IBM Corporation 33#SmarterCommerce @jay_henderson @LeahPaschallmobile is not allthumbs, fingers too
© 2013 IBM CorporationTablet optimization could mean a different customerexperience….34•separate tablet site•navigation is...
© 2013 IBM CorporationOr tablet optimization could mean small tweaks…..lines spaced appropriately fora touchscreen#Smarter...
© 2013 IBM CorporationEncourage power mobile users to create a shortcut to yoursite from the homescreen#SmarterCommerce @j...
© 2013 IBM CorporationMobile development questions still persistImportance ofapps?Focus on Appledevices?Responsivedesign?T...
© 2013 IBM Corporationmature your social mediaefforts …#SmarterCommerce @jay_henderson @LeahPaschall38
© 2013 IBM CorporationRedirecting social focus1. Impact of social is more indirect2. Leverage the network effect– Enable a...
© 2013 IBM CorporationAwareness  Consideration  Preference  Action Supported  Empowered  Delighted  Fan  Broadcaste...
© 2013 IBM CorporationIncenting a rewarding customers to share your message• Recognition– Reputation– Status– Badges– Leve...
© 2013 IBM CorporationExample campaign: Social promotions• After you get 3 colleagues to“click” on the promotional link,yo...
© 2013 IBM CorporationExtend today’s campaigns with socialRating a Product Liking OffersSocial Sharingin email and web off...
© 2013 IBM CorporationSocial FactsInferred Social AttributesSentimentInterests ExpertiseInfluenceMental & EmotionalProfile...
© 2013 IBM CorporationPersonalize and coordinatecustomer engagement#SmarterCommerce @jay_henderson @LeahPaschall45
© 2013 IBM CorporationRetargetbrowsers &abandoners“Lights out”triggeredcampaignsAggressivelytest andfine tuneTreatdifferen...
© 2013 IBM CorporationIBM calls thisCROSS-CHANNEL MARKETING#SmarterCommerce @jay_henderson @LeahPaschallToday’s customers ...
© 2013 IBM CorporationMeasure (and attribute)success#SmarterCommerce @jay_henderson @LeahPaschall48
© 2013 IBM Corporation49CommerceEngineShopping Cart TagDataInstrument the digital properties to collect rich behavioralinf...
© 2013 IBM CorporationMeasure what’s happening…50• Web, social, and mobile analytics• Enterprise Analytics• Advanced segme...
© 2013 IBM CorporationFor campaign activities build a cross-channel interactionhistory of contacts and responses51OfflineI...
© 2013 IBM CorporationUse attribution to allocate credit, understand ROI, and drivefuture investment• Leverage interaction...
© 2013 IBM CorporationSummary1. Optimize for mobile, including tablet2. Redirect social focus3. Personalize and coordinate...
© 2013 IBM Corporationwww.ibm.com/software/marketing-solutions/benchmark-reports/More benchmark analysis & best practices5...
© 2013 IBM CorporationQuestions?Leah PaschallIBMProduct Marketing Manager, EMM@LeahPaschallJay HendersonIBMStrategy Direct...
© 2013 IBM Corporation© IBM Corporation 2012. All Rights Reserved.IBM, the IBM logo, ibm.com are trademarks or registered ...
© 2013 IBM Corporation• Go to summitsmartsite.com from your mobile device orlog on to SmartSite at any Kiosk at the event:...
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How do you compare? Leveraging insights from IBM’s Retail Benchmark to make the most of your eCommerce performance

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Find out how your online retail performance compares to other retailers. In this session, you will see aggregated and anonymous competitive data for retail-specific, best practice key performance indicators, showing how your site performs relative to retail industry leaders and peers. You'll also learn about trends to look for as the 2013 holiday shopping season approaches, such as surgical shopping, the iPad Factor, the rise in the use of mobile devices, traffic and conversion rate patterns and more!

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  • Real-time alertsBlack Friday reportCyber Monday reportRecap reportTrends and analyses over the last 12 months compared to previous yearsBest practices and recommendations
  • Screenshots of articles
  • November 2012 online retail sales increased by 13.9 percent compared to November 2011. Overall growth for the month was bolstered by strong holiday shopping from Thanksgiving Day through Cyber Monday with a total sales increase of 25.3 percent compared to that same time period last year. 
  • After a strong November, December sales continued to soar with sales growing 15.5 percent over December 2011. December 26 online sales increased by an impressive 40.4 percent compared to the same day last year.
  • The number of consumers using a mobile device to make a purchase reached 15.7 percent while the number of consumers using a mobile device to visit a retailer's site soared to 21.9 percent for November and December combined.
  • The iPad exceeded all other mobile devices in generating online traffic. December Android and iPhone traffic grew year over year by 49.6 percent and 59.1 percent, respectively, while the iPad grew by more than 105 percent, generating 8.9 percent of all online traffic for that month.
  • Two thumbshttp://www.istockphoto.com/stock-photo-18362646-playing-games-on-smart-phone.php?st=9f8271cTablethttp://www.istockphoto.com/stock-photo-19626965-finger-pointing-on-digital-tablet.php?st=8f6cb14
  • Tomorrow’s social media campaign management needs to enable and manage the second funnel…allowing customers to be your marketersThere are several different mental models for customers as marketers…Amazon affiliates (market a book and share in the profits)Extending Distributed Marketing for customersExtending “friends and family” campaigns to customersOffer Syndication (here is an offer to share with 5 friends)
  • How do you compare? Leveraging insights from IBM’s Retail Benchmark to make the most of your eCommerce performance

    1. 1. How do you compare?Leveraging insights fromIBM’s Retail Benchmark to make themost of your eCommerce performance@jay_henderson@LeahPaschall#SmarterCommerce
    2. 2. © 2013 IBM CorporationLeah PaschallIBMProduct Marketing Manager, EMMemail: leahl@us.ibm.comtwitter: @LeahPaschallJay HendersonIBMStrategy Director, Enterprise Marketing Managementemail: jay.henderson@us.ibm.comtwitter: @jay_hendersonSpeakers#SmarterCommerce @jay_henderson @LeahPaschall2
    3. 3. © 2013 IBM CorporationAgenda• What is the IBM Benchmark?• Benchmark Insights– high level trends– key holiday dates– mobile (including tablet)– social• Recommendations– optimize for mobile, including tablet– redirect social focus– personalize and coordinate customer engagement– measure (and attribute) success3#SmarterCommerce @jay_henderson @LeahPaschall
    4. 4. © 2013 IBM CorporationCompare performance against industry peers andcompetitors with IBM Retail Benchmark• Over 1,300 online brands• Aggregate index– Compare against industry– Compare against peers• Geographic coverage– US, UK, AU, Euro• Industry specific– Retail– Content– Financial Services– Travel• Segment specific– Apparel– Department Stores– Health and Beauty– And 12 others. . .4#SmarterCommerce @jay_henderson @LeahPaschall
    5. 5. © 2013 IBM CorporationWide range of free holiday benchmark resources availablewww.ibm.com/software/marketing-solutions/benchmark-reports/5#SmarterCommerce @jay_henderson @LeahPaschall
    6. 6. © 2013 IBM CorporationAgenda• What is the IBM Benchmark?• Benchmark Insights– high level trends– key holiday dates– mobile (including tablet)– social• Recommendations– optimize for mobile, including tablet– redirect social focus– personalize and coordinate customer engagement– measure (and attribute) success6#SmarterCommerce @jay_henderson @LeahPaschall
    7. 7. © 2013 IBM Corporationonline shoppingcontinues itssteady march7#SmarterCommerce @jay_henderson @LeahPaschall
    8. 8. © 2013 IBM CorporationShopping online inQ1 grew 5x morethan in-storeOnline shopping is up….and outpacing stores83.7%20%in-store online#SmarterCommerce @jay_henderson @LeahPaschallSource: IBM Digital Analytics Benchmark, Q1
    9. 9. © 2013 IBM CorporationMarketing promotions, offers, & messages are working….90%5%10%15%20%25%30%35%40%45%50%Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb MarMarketing Driven Site Traffic Current Period (2013/12)Prior Period (2011/12)consistentlydriving~30% oftraffic#SmarterCommerce @jay_henderson @LeahPaschallSource: IBM Digital Analytics Benchmark
    10. 10. © 2013 IBM CorporationItems per order has increased significantly & average ordervalue is up toocross-selling and sales promotions are working….….but also training consumers to look for the best deals105.05.56.06.57.07.58.08.59.09.510.010.511.0Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb MarITEMS PER ORDER Current Period (2013/12)Prior Period (2011/12)$150$160$170$180$190$200$210Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb MarAVERAGE ORDER VALUECurrent Period (2013/12)Prior Period (2011/12)#SmarterCommerce @jay_henderson @LeahPaschall10Source: IBM Digital Analytics Benchmark
    11. 11. © 2013 IBM Corporation0%5%10%15%20%25%30%35%40%Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb MarSHOPPING CART CONVERSION RATE Current Period (2013/12)Prior Period (2011/12)shopping cartconversionsrates flat#SmarterCommerce @jay_henderson @LeahPaschallMany additional signs that savvy shoppers areworking the conversion funnel11Source: IBM Digital Analytics Benchmarkdirect loadpagesupaverage sessionlengthdown% of sessionswith items cartedflat
    12. 12. © 2013 IBM Corporation50%60%70%80%90%100%Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb MarCART ABANDONMENT RATE Current Period (2013/12)Prior Period (2011/12)…cartabandonmentflat too, but remainshigh#SmarterCommerce @jay_henderson @LeahPaschall12Source: IBM Digital Analytics Benchmark
    13. 13. © 2013 IBM Corporationnew year,same holiday shoppers….#SmarterCommerce @jay_henderson @LeahPaschall13
    14. 14. © 2013 IBM CorporationIs Cyber Monday obsolete?14#SmarterCommerce @jay_henderson @LeahPaschall
    15. 15. © 2013 IBM CorporationNot yet…. 201215biggest online shopping day30.3% year over yearever#SmarterCommerce @jay_henderson @LeahPaschallSource: IBM Digital Analytics Benchmark
    16. 16. © 2013 IBM CorporationIn 2012…16Monday afterCyber MonGreenMondayFree Shipping FridayTues afterCyber MonLast chanceshoppingPre-ThanksgivingPromotionCyber Monday#SmarterCommerce @jay_henderson @LeahPaschallpromotions launched earlier,buying started sooner,peaks were higher,and deals lasted longerSource: IBM Digital Analytics Benchmark
    17. 17. © 2013 IBM CorporationOnline sales growth is fueled by a strong holiday weekend,across Thanksgiving day, Black Friday and Cyber MondayNov1Nov8Nov15Nov22Nov29US Daily SalesNovember 1 - 302011 2012Thanksgiving day sales up: 17.4%Black Friday sales up: 20.7%Cyber Monday sales up: 30.3%17Cyber Monday#SmarterCommerce @jay_henderson @LeahPaschallSource: IBM Digital Analytics Benchmark
    18. 18. © 2013 IBM CorporationOnline sales peaked on Mondays until Christmas Eve, thenrebounded the day after ChristmasDec1Dec8Dec15Dec22Dec29US Daily SalesDecember 1 - 312011 201218#SmarterCommerce @jay_henderson @LeahPaschallSource: IBM Digital Analytics Benchmark
    19. 19. © 2013 IBM Corporation 19#SmarterCommerce @jay_henderson @LeahPaschallSource: IBM Digital Analytics Benchmark
    20. 20. © 2013 IBM Corporationonline shoppingis upwardlymobile#SmarterCommerce @jay_henderson @LeahPaschall© 2013 IBM Corporation 20
    21. 21. © 2013 IBM CorporationMobile (including tablet) continues to increase dramatically…210%5%10%15%20%25%Mobile: % of Sales Mobile: % of Site TrafficMobile % of Sales and Site TrafficNovember 1 - December 3120112012up 50.7%up 59.8%Source: IBM Digital Analytics Benchmark#SmarterCommerce @jay_henderson @LeahPaschall
    22. 22. © 2013 IBM Corporationover 15%of all onlinesales come frommobile devices1Sales, traffic, and even emailover 25% of all sitetraffic comesfrom mobile devices22247% of all emailisopened on mobile devices(more thanapps or web)3Sources:1 IBM Digital Analytics Benchmark (consistently Nov 2012 – March 2013)2 IBM Digital Analytics Benchmark (as of March 2013)3 Email Optimization benchmark#SmarterCommerce @jay_henderson @LeahPaschall
    23. 23. © 2013 IBM CorporationIs mobile really on the move?…the rise of couch commerce…#SmarterCommerce @jay_henderson @LeahPaschall23
    24. 24. © 2013 IBM CorporationiPad now consistently leads all devices with more overall trafficand more growth year over year4.07%5.16%4.30%6.09%8.21%8.82%AndroidiPhoneiPadUS Mobile Traffic by DeviceDecember 2011 vs December 2012Dec-12Dec-11Source: IBM Digital Analytics Benchmark24#SmarterCommerce @jay_henderson @LeahPaschall
    25. 25. © 2013 IBM Corporation0.0%2.5%5.0%7.5%10.0%12.5%15.0%17.5%0:050:401:151:502:253:003:354:104:455:205:556:307:057:408:158:509:2510:0010:3511:1011:4512:2012:5513:3014:0514:4015:1515:5016:2517:0017:3518:1018:4519:2019:5520:3021:0521:4022:1522:5023:250:00Cyber Monday 2012Mobile Device: Andriod Sessions % Mobile Device: iPhone Sessions % Mobile Device: iPad Sessions %Tablets rule the night – Smartphones generated moretraffic during the day, but tablets surge in the evening hours25#SmarterCommerce @jay_henderson @LeahPaschallSource: IBM Digital Analytics Benchmark
    26. 26. © 2013 IBM CorporationTablets consistently drive higher conversion260.00%1.00%2.00%3.00%4.00%5.00%6.00%Conversion % by Mobile Device More pronouncedduring heavyshopping periods#SmarterCommerce @jay_henderson @LeahPaschallBlackFriday, 2012, iPadconversion ratewas 4.4%iPhone & Androidconversion rateswere 1.7%Source: IBM Digital Analytics Benchmark
    27. 27. © 2013 IBM CorporationSocial is atough nut to crack#SmarterCommerce @jay_henderson @LeahPaschall27
    28. 28. © 2013 IBM CorporationSocial…. has yet to make a significant impact on“same session” traffic or sales280.00%0.50%1.00%1.50%2.00%2.50%Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar% sales from social% traffic from social#SmarterCommerce @jay_henderson @LeahPaschallSource: IBM Digital Analytics Benchmark
    29. 29. © 2013 IBM CorporationAgenda• What is the IBM Benchmark?• Benchmark Insights– high level trends– key holiday dates– mobile (including tablet)– social• Recommendations– optimize for mobile, including tablet– redirect social focus– personalize and coordinate customer engagement– measure (and attribute) success29#SmarterCommerce @jay_henderson @LeahPaschall
    30. 30. © 2013 IBM Corporationoptimize for mobile#SmarterCommerce @jay_henderson @LeahPaschall© 2013 IBM Corporation 30
    31. 31. © 2013 IBM CorporationEliminating text and showcasing images is beneficial formobile browsing31Gap enables browsing ofimages (without text) andprovides recommendations tosupport greater time on site#SmarterCommerce @jay_henderson @LeahPaschallSource: Forrester Research
    32. 32. © 2013 IBM CorporationRichestexperience; linksand images on bydefault.Rich graphics; usermay need to side-scroll to view fullmessage.Shows text part ofHTML as well as URLsfor links and images.HTML supported, but images-off under default settings.BlackberryAndroidiPhone Windows Mobile 6Rendering can vary wildly across devices32
    33. 33. © 2013 IBM Corporation 33#SmarterCommerce @jay_henderson @LeahPaschallmobile is not allthumbs, fingers too
    34. 34. © 2013 IBM CorporationTablet optimization could mean a different customerexperience….34•separate tablet site•navigation is simple•buttons are huge•support for finger-swipe#SmarterCommerce @jay_henderson @LeahPaschall
    35. 35. © 2013 IBM CorporationOr tablet optimization could mean small tweaks…..lines spaced appropriately fora touchscreen#SmarterCommerce @jay_henderson @LeahPaschall35
    36. 36. © 2013 IBM CorporationEncourage power mobile users to create a shortcut to yoursite from the homescreen#SmarterCommerce @jay_henderson @LeahPaschall36
    37. 37. © 2013 IBM CorporationMobile development questions still persistImportance ofapps?Focus on Appledevices?Responsivedesign?Tablet focus?How?General ConsensusMost large retailers have them, but mostmobile traffic doesn’t come from apps; ROIis unclearAll Apple devices are losing share butshoppers do tend to skew heavier towardthese devices for nowThese sites don’t necessarily look great, butthey are functional and deliver bang for thebuckMost mobile traffic and sales are comingfrom tablets, but few companies have tabletoptimized presence. Some are designedfor “tablet first” with features that translateto desktops37#SmarterCommerce @jay_henderson @LeahPaschallSource: Forrester Research
    38. 38. © 2013 IBM Corporationmature your social mediaefforts …#SmarterCommerce @jay_henderson @LeahPaschall38
    39. 39. © 2013 IBM CorporationRedirecting social focus1. Impact of social is more indirect2. Leverage the network effect– Enable and incent sharing via social– Extends marketing reach and takes advantage of network trust3. Use social insight to enrich the cross-channel profile(both aggregate and individual)4. Worry less (for now) about driving traffic & conversions39#SmarterCommerce @jay_henderson @LeahPaschall
    40. 40. © 2013 IBM CorporationAwareness  Consideration  Preference  Action Supported  Empowered  Delighted  Fan  BroadcasterSales/MarketingFunnelCustomerExperience “Second Funnel”CustomerTurning customers into marketers for your brand….40#SmarterCommerce @jay_henderson @LeahPaschall
    41. 41. © 2013 IBM CorporationIncenting a rewarding customers to share your message• Recognition– Reputation– Status– Badges– Levels– Icons• Privilege– Early/VIP Access– Moderation Powers– Stronger Votes• Money– Discounts– Free Shipping– Prizes– Points41#SmarterCommerce @jay_henderson @LeahPaschall
    42. 42. © 2013 IBM CorporationExample campaign: Social promotions• After you get 3 colleagues to“click” on the promotional link,you unlock an offer for yourself.• Capabilities:– Generate PURL for customer toshare– Track clicks to PURL– “Second wave" of campaign thatis triggered when the click count>3. The second wave wouldsend the unlocked redemptioncode for the discount.– Widget to easily display thestatus for an individual customer(that includes social sharingbuttons)42#SmarterCommerce @jay_henderson @LeahPaschall
    43. 43. © 2013 IBM CorporationExtend today’s campaigns with socialRating a Product Liking OffersSocial Sharingin email and web offers43#SmarterCommerce @jay_henderson @LeahPaschall
    44. 44. © 2013 IBM CorporationSocial FactsInferred Social AttributesSentimentInterests ExpertiseInfluenceMental & EmotionalProfilesBehaviorValues PersonalityUse social insight to enrich the cross-channel profile(both aggregate and individual)44#SmarterCommerce @jay_henderson @LeahPaschall
    45. 45. © 2013 IBM CorporationPersonalize and coordinatecustomer engagement#SmarterCommerce @jay_henderson @LeahPaschall45
    46. 46. © 2013 IBM CorporationRetargetbrowsers &abandoners“Lights out”triggeredcampaignsAggressivelytest andfine tuneTreatdifferencecustomersdifferentlyPersonalize marketing messages and offers for maximumimpact46
    47. 47. © 2013 IBM CorporationIBM calls thisCROSS-CHANNEL MARKETING#SmarterCommerce @jay_henderson @LeahPaschallToday’s customers demand coordinated, integratedengagement47
    48. 48. © 2013 IBM CorporationMeasure (and attribute)success#SmarterCommerce @jay_henderson @LeahPaschall48
    49. 49. © 2013 IBM Corporation49CommerceEngineShopping Cart TagDataInstrument the digital properties to collect rich behavioralinformation#SmarterCommerce @jay_henderson @LeahPaschall49
    50. 50. © 2013 IBM CorporationMeasure what’s happening…50• Web, social, and mobile analytics• Enterprise Analytics• Advanced segmentation• Click & Impression Attribution• Multichannel analytics• Customer lifecycle visibility• Tag Management• Benchmark against peers#SmarterCommerce @jay_henderson @LeahPaschall
    51. 51. © 2013 IBM CorporationFor campaign activities build a cross-channel interactionhistory of contacts and responses51OfflineInteractionsWeb siteactivityWeb AdsMass media dataCall CenterEmailSocialAdsMobile#SmarterCommerce @jay_henderson @LeahPaschall
    52. 52. © 2013 IBM CorporationUse attribution to allocate credit, understand ROI, and drivefuture investment• Leverage interaction historyto allocate and tune attributedcredit over time• Choose attribution techniquecarefully - first touch, lasttouch, average, or statisticalmodeled.• New attribution techniquesemerging. Statistical modelsand algorithms can allocateprecise credit based onexpected performance ofmarketing touches (stimuli)Average$10 $10 $10Time Window35% Custom$10.50 $13.5045%$620%Time WindowFirst$30Time WindowStatistical Model$5.8Time Window$15.3 $8.9Last $30Time Window#SmarterCommerce @jay_henderson @LeahPaschall52
    53. 53. © 2013 IBM CorporationSummary1. Optimize for mobile, including tablet2. Redirect social focus3. Personalize and coordinate customer engagement4. Measure (and attribute) success53#SmarterCommerce @jay_henderson @LeahPaschall
    54. 54. © 2013 IBM Corporationwww.ibm.com/software/marketing-solutions/benchmark-reports/More benchmark analysis & best practices54#SmarterCommerce @jay_henderson @LeahPaschall
    55. 55. © 2013 IBM CorporationQuestions?Leah PaschallIBMProduct Marketing Manager, EMM@LeahPaschallJay HendersonIBMStrategy Director, EMM@jay_hendersonwww.ibm.com/software/marketing-solutions/benchmark-reports/55#SmarterCommerce @jay_henderson @LeahPaschall
    56. 56. © 2013 IBM Corporation© IBM Corporation 2012. All Rights Reserved.IBM, the IBM logo, ibm.com are trademarks or registered trademarks ofInternational Business Machines Corp., registered in many jurisdictionsworldwide. Other product and service names might be trademarks of IBM orother companies. A current list of IBM trademarks is available on the Web at“Copyright and trademark information” at www.ibm.com/legal/copytrade.shtml.Copyright and Trademarks56
    57. 57. © 2013 IBM Corporation• Go to summitsmartsite.com from your mobile device orlog on to SmartSite at any Kiosk at the event:• Select the Survey icon• Complete the surveys for the sessions you attended• Submit your feedbackWe appreciate your feedback. Please don’tforget to fill out your evaluationThank you for joining us!57

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