Overview of cross channel marketing optimization mh-rl v5

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  • So, what are the changes that we see having the greatest implications for insurance company and the industry overall?
  • So, what are the changes that we see having the greatest implications for insurance company and the industry overall?
  • So, what are the changes that we see having the greatest implications for insurance company and the industry overall?
  • USAA - Largest volume Interact user: 2.5 million transactions per hour, average 26 million per dayRabobank - offers selected and presented by Interact get 2x as many click-throughs as previous offers;80% of the messages presented are services messages, 7% are commercial/marketing messages
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  • Overview of cross channel marketing optimization mh-rl v5

    1. 1. Overview of IBM’s Cross-channel Marketing Optimisation solution Mike Handes Ronald Li EMM Solutions Consultant, A/NZ mhandes@au1.ibm.com EMM Solutions Consultant, A/NZ ronaldli@au1.ibm.com © 2012 IBM Corporation
    2. 2. Agenda 1. Why/What? 2. Visualise 3. Summary Why x-channel marketing? What can this look like for your customers? Path to Marketing Maturity What do you need for xchannel marketing? 2 What are the benefits? Online, Offline, & Real-time © 2012 IBM Corporation
    3. 3. How customers behave social search display ad ad Web mobile email ATM/kiosk phone branch POS customer mail © 2012 IBM Corporation
    4. 4. What they expect: coordinated marketing, integrated experience social search display ad ad Web mobile email ATM/kiosk phone marketer branch POS customer mail © 2012 IBM Corporation
    5. 5. What they experience: marketing silos strategy data process tech social strategy data process tech search strategy data process tech display ad strategy data process tech Web strategy data process tech mobile strategy data process tech email strategy data process tech ATM/kiosk strategy data process tech phone strategy data process tech branch strategy data process tech POS strategy data process tech mail ad customer © 2012 IBM Corporation
    6. 6. Cross-channel Marketing Optimisation, defined Cross-channel Marketing Engaging each customer and prospect in a cross-channel dialogue that builds upon their past and current behavior dialogues, not silos! 6 © 2012 IBM Corporation
    7. 7. Framework for cross-channel marketing Manage • Budgets • Projects Manage budgets and processes and measure results • Reporting Analyze Analyze data to find actionable insights Collect 7 Decide Decide on the best offer, action or communication for each customer Deliver Deliver engaging messages and capture reactions Collect data that augments each customer profile © 2012 IBM Corporation
    8. 8. Specific capabilities required for cross-channel marketing Manage • Budgets • Planning & budgeting • Workflow & project management • Projects • Performance reporting • Marketing asset management • Reporting Analyze Decide Deliver • Predictive analytics • Visual data exploration • Outbound campaign management • Real-time interaction management • Email delivery and deliverability • Outbound fulfillment • Event detection • Response attribution • Contact optimization • Distributed marketing Collect 8 • Interaction history • Digital behavior • Inbound touch-point integration • Lead routing & monitoring • Social & mobile profile • Access to existing data © 2012 IBM Corporation
    9. 9. Agenda 1. Why/What? 2. Visualise 3. Summary Why x-channel marketing? What can this look like for your customers? Path to Marketing Maturity What do you need for xchannel marketing? 9 What are the benefits? Online, Offline, & Real-time © 2012 IBM Corporation
    10. 10. A sneak peek at tools used by Marketing today © 2012 IBM Corporation
    11. 11. Sylvia’s Experience Messages (offers) based on demographic, location and policy 24 hours later receives call with notification of pre-filled Home & Contents Insurance CALL CENTER Identified as abandoned application form eNewsletter – personalised with service messages relevant to Sylvia Sylvia returns to website. Home & Contents insurance offer. Clicks through & starts to complete form, but abandons Responses are measured and recorded for future campaigns Sylvia clicks thru – interest sparked by bushfire prevention content Sylvia clicks thru to the Home Insurance page Sylvia notifies change of address – home & contents insurance is offered Identify segments of customers with behavioural intent Real-time offer using offline data and recent behaviour Sylvia receives an eMail with a special offer for Home Insurance Sylvia calls the Call Centre – travel insurance is offered Sylvia notices an offer for travel insurance on ninemsn 11 Offer syndication to 3rd party display advertisers Sylvia searches for travel insurance – a travel insurance offer is displayed Real-time offer using offline data and current behaviour Offer triggered based on combination of online behaviour and offline analytics © 2012 IBM Corporation
    12. 12. How could this work? Demonstration 12 © 2012 IBM Corporation
    13. 13. IBM Interact (inbound), IBM Campaign (outbound), and IBM Digital Analytics together are an integrated, centralised decision-making capability Decide Deliver real-time interaction management Collect segments offers interaction history attribution optimisation Analyze outbound campaign management 13 © 2012 IBM Corporation
    14. 14. Agenda 1. Why/What? 2. Visualise 3. Summary Why x-channel marketing? What can this look like for your customers? Path to Marketing Maturity What do you need for xchannel marketing? 14 What are the benefits? Online, Offline, & Real-time © 2012 IBM Corporation
    15. 15. Enterprise Marketing Maturity < 3% Response Rates < 10% Response Rates 30% Response Rates Right Time (Automation) AdhocSilo’d Multi-channel Real-time  Integrated, high quality data  Increased focus on analytics  Campaign efficiency Campaign Automation  Multi Channel Interactions  Real time Decisioning  Advanced analytics and modelling integration  Simple product driven marketing  Limited event based trigger campaigns Manual Processes NBO with Events Integrated Multi Channel Provision Simple Triggers/Events Product Push (Offer of the week) Outbound / Basic Targeting Structured Conversations Real Time Integrated Multi Channel Real Time Decisions Analytics Optimised Routing Complex Triggers/Events Micro-Segments Segment of 1 Right Offer (Profiling) © 2012 IBM Corporation
    16. 16. Logical architecture diagram Web front end, integrated suite Scalable Application Layer Powerful Analytics Services Robust Integration Layer Analytics Services Interconnection Services Databases 16 Data files © 2012 IBM Corporation
    17. 17. Benefits of Inbound/Outbound Integration & Centralized Decisioning* 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..” 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.” Improved Marketing Measurement “An integrated inbound/outbound environment will increase the marketer's ability to capture, measure and provide harder metrics” Lower TCO “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..” 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.” © 2012 IBM Corporation * Gartner Research, “Five Business Benefits to Be Gained From CRM Multichannel Campaign Management Inbound/Outbound Integration,” by Adam Sarner and Gareth Herschel
    18. 18. Why marketers choose IBM Enterprise Marketing Management Leading Edge Integrating marketing – online/offline Real-time inbound marketing Blend of deployment models (SaaS / on-premise) Market Leader A Proven Partner  Over 2,500 organizations worldwide  Tens of thousands of total users  Extensive service offerings  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 Our Mission To power the success of every marketing organisation with innovative technology solutions © 2012 IBM Corporation
    19. 19. http://www.adma.com.au/attend/upcoming-events/engage-2013/ 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 kroberts@au1.ibm.com 19 © 2012 IBM Corporation
    20. 20. © 2012 IBM Corporation

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