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Mastering the Art of Relentless Marketing
 

Mastering the Art of Relentless Marketing

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Presentazione Coremetrics all'evento Smarter Commerce del 9 maggio 2011

Presentazione Coremetrics all'evento Smarter Commerce del 9 maggio 2011

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    Mastering the Art of Relentless Marketing Mastering the Art of Relentless Marketing Presentation Transcript

    • Mastering the Art ofRelentless MarketingMilan, 2011
    • Coremetrics web analytics• L’acquisizione da parte di IBM di Coremetrics estende la strategia analitica della società che comprende una gamma di offerte disponibili attraverso la Business Analytics di IBM.• Coremetrics è leader nella web analytics.• I suoi prodotti aiutano le aziende a ottimizzare i loro programmi di marketing per fare le migliori offerte, sempre, ovunque, automaticamente.• Più di 2100 marche on-line di tutto il mondo usano il Software as a Service (SaaS) di Coremetrics per ottimizzare il loro marketing on-line. © 2010 Coremetrics, an IBM Company.
    • Coremetrics per il marketing Coremetrics aiuta il marketing a Ogni secondo sul web vengono generate informazioni – ottenere informazioni in modo commerciali importanti. rapido nei social network e sui media on-line Oggi, nel 70% dei casi, la prima – attraverso un modello di interazione con un prodotto o un erogazione cloud servizio avviene on-line. – di inserire queste introspezioni nei loro business process – per creare campagne di marketing più intelligenti ed efficaci. © 2010 Coremetrics, an IBM Company.
    • • Quale Business Need stiamo indirizzando?© 2010 Coremetrics, an IBM Company.
    • Marketing professionals must meet the challengesCEOs face across dynamic business networks 88% 82% 85%of CEOs will focus on of CEOs want to of CEOs require moregetting closer to their better understand visibility into their customers in next 5 customer needs businesses years Businesses are focused on understanding their customers to drive more/greater business value with their marketing spend Source: 2010 IBM CEO Study © 2010 Coremetrics, an IBM Company. 5
    • You don’t have enough time • More and more data to analyze. • Too many visitors to manually analyze individual results. • By the time you can make a recommendation, your data is old. • More accountability expected from marketing departments. • Faster response time required for business impact.6 © 2010 Coremetrics, an IBM Company.
    • You don’t have enough resources • Not enough experienced data-driven marketers. • Can’t keep up with endless new media forms. • Too much data to manually analyze and make recommendations. • Social media takes control away from marketers. • Hard to coordinate and prove results of integrated marketing plans.7 © 2010 Coremetrics, an IBM Company.
    • • Chi è Coremetrics e quale soluzione rappresenta per il Business del Marketing?© 2010 Coremetrics, an IBM Company.
    • IBM acquisition of Coremetrics is significant! Enables dynamic business networks by optimizing marketing interactions Coremetrics and IBM’s combined capabilities... Deeper Drive cross-channel analytics and reporting to measure business marketing effectiveness and take action in real time insights Personalized Personalize the client experience and increase customer customer loyalty by delivering targeted marketing interactions with experience cross-channel intelligent offers and recommendations Better decision Empower marketing professionals to automate and execution optimize processes to achieve better/greater ROI for informed decision making9 © 2010 IBM Corporation
    • The answer: Relentless Marketing • It follows your customers on your site and beyond. • It makes individually-tailored offers. • It is entirely automated. • It doesn’t require manual data analysis. • It happens in real time, 24/7.10 © 2010 Coremetrics, an IBM Company.
    • Coremetrics Company OverviewProviding integrated marketing optimization solutions through webanalyticsComplete Marketing Optimization Solution • Leading web analytics used to accurately measure marketing effectiveness • Suite of capabilities to optimize marketing ROIBusiness Highlights • 230 employees with headquarters in San Mateo, CA • Over 565 direct customers • SaaS business hosted on data centers in the US and UK • Top brands across various industries, transacting more than $20 billion/year • Decade of expertise and innovation11 © 2010 IBM Corporation
    • Coremetrics: Customers and help provided Target Roles Project Areas Pain Points Banking • CMO • How to measure and value the • VP/Dir Marketing • Optimize Visitor Experience performance of marketing programs • VP/Dir Product Mgmnt • Ensure Information Privacy • Encourage high value customers to • VP/Dir eCommerce expand products and services Travel/Hospitality • CMO • Cost per visitor and cost • Tracking average bookings for first • VP/Dir Marketing per lead time customers compared to frequent • VP/Dir Product Mgmnt • Increase bookings and customers • VP/Dir eCommerce decrease abandonment • Track value of loyalty program Insurance • CMO • Customer Retention and • Optimize marketing spend across • VP/Dir Marketing Growth programs • VP/Dir Product Mgmnt • Increase Lifetime Value • Impact of marketing programs on call • VP/Dir eCommerce center activity Retail • CMO • Attract high value visitors • What do visitors spend across • VP/Dir Marketing • Segment visitors to provide multiple sessions and months • VP/Dir Merchandising highly targeted offerings • Increase AOV, conversion and • VP/Dir eCommerce improve top line performance Telco • High subscriber defection rates • VP/Dir Marketing • Customer Churn • Inability to forecast changes in • VP/Dir Customer Care subscriber defection and revenue • VP/Dir Subscriber Svcs • Lack of timely customer feedback 12 © 2010 IBM Corporation
    • Come si posiziona nella catena del valore dello Smarter Commerce IBM?© 2010 Coremetrics, an IBM Company.
    • Coremetrics fits into the IBM Smarter Commerce Supply & Market Sell Serve Merchandise Advanced Analytics Cross-Channel Analytics | Segmentation | Action Clusters | Predictive and Prescriptive | Web and Social Analytics | Master Data Workload Optimized Systems IBM Systems, Storage and Software focused on agility, integration and automation to drive relevant business outcomes © 2011 IBM Corporation
    • Combining Coremetrics Web Analytics and Marketing Optimization solutions with Unica’s platform for Marketing Automation Management enables IBM to: Both Coremetrics and Unica have solutions for web analytics Coremetrics is on demand online Unica is both on demand and on premise and strong at integration into marketing execution Coremetrics also has some execution capabilities for retail product recommendations, online ad targeting through ad networks, and search bid management; but does not have comprehensive marketing campaign management like Unica Coremetrics Gain real-time insight into consumer SaaS: Short set up of data Collect web behavior data in real interactions to create more efficient collection tags. Rich set of time, build customer profiles marketing campaigns reports, readily customizable which feed into marketing On-line REaltime management applications Unica Analyze customer preferences and On premise/SaaS: Software Execute and measure cross- trends, predict customer buying application implementation channel marketing campaigns needs and execute and measure Offline cross-channel marketing campaigns.15 © 2010 IBM Corporation
    • • Cosa fa e come opera Coremetrics?© 2010 Coremetrics, an IBM Company.
    • How It works Watch customers shop and interact with brands online17 © 2011 IBM Corporation
    • Maximise marketing efforts with proper visitor insight Maximize Visitor Behaviour Exposure• Banners • Affiliates• Email • Contextual• Pop Up Maximize Marketing Ads ROI Ads • Flash• Natural Web Site • RSS Feeds• Search Increase Members • Blogs• Paid • AJAX Lifetime Value Search • Mobile • Video Increase usage Constant Track Improvement behaviour Data, Analysis and Applications18 © 2010 Coremetrics, an IBM Company.
    • We Collect All Visitor Onsite Activity Search Shop Return Leave for within to Website Product Website Website Search within site via homepage Search Continue Purchase Engines researching Browse product pages Place items in cart Research Arrive directly Continue alternative to website Shopping items Purchase items19 © 2011 IBM Corporation
    • … Across All Of Their Visits LIVE Profile Session 1 • Banner acquisition • Viewed promotion • Browsed content • Email registration Session 2 • Direct load • Shopping tool • Viewed product • Add to cart Session 3 • Email acquisition • Viewed product Add to cart • Convert/Purchase Lifetime Individual Visitor Experience (LIVE) Profiles • Accurate and complete record of your visotor’s history • Easy to use powerful reporting • Lower maintenance and TCO20 © 2011 IBM Corporation
    • … Build A Robust Behavioral Data WarehouseLifetime Web Site Behavior Off-Site Impressions • Marketing Attribution Coremetrics • Merch Browse, Cart, LIVE Profile Order, Abandon Know Your • Content, Pathing, Sequence Customer • Business Events Prospect • Segments Thought Leader • Product affinity scoringTraffic Sources Multi-Channel Customer Attributes • BehaviorMobile • Demographics Consistent Data Model • CRM Data Clean Data • Loyalty Program Status Easy To Access • Lifetime Value Real Time • Scoring • etc… © 2011 IBM Corporation
    • Coremetrics Example (AdTarget): Targeting Visitors without email. A visitor lands on your site and browses or searches information.22 © 2011 IBM Corporation
    • Coremetrics Example (AdTarget): Targeting Visitors without email. The visitor views an item of interest, then departs without converting or registering. Coremetrics captures the visitor and their behavior, then sends the information to your ad publishers in real time.23 © 2011 IBM Corporation
    • Coremetrics Example (AdTarget): Targeting Visitors without email. Visitor goes to a site where ads are being served. Contextually relevant and targeted ads drive drastically higher click throughYour ad publishers useCoremetrics data and conversion rates. to• identify this person• understand their behavior on your site• target this person with the24 right ad © 2011 IBM Corporation
    • Our technology makes it happen It can follow a customer’s browsing path over an extended period covering repeat visits, as well as incorporating offline information. The historical data can be used across all our products to optimize our clients’ online marketing efforts. Clients can serve their customers highly-tailored experiences based on their individual search history—on their sites, via email, and across multiple ad networks. As we learn more, the offerings continue to get more and more focused. This process of continuous improvement is the key to helping clients create more “relentless” marketing programs. 2 © 2010 IBM Corporation 5
    • The Continuous Optimization Platform Make your best offer. Anywhere. Anytime. Automatically. • Continuously updates visitors’ lifetime browsing behavior (LIVE Profiles™). • Optimizes based on many visits over time (not just a single visit). • Incorporates data from online and offline behavior. • Improves customer offers on a continuous basis. • Makes optimized content selections in real time. • Automatically drives customers through the conversion process.26 © 2010 Coremetrics, an IBM Company.
    • It’s all about continuous improvement Anticipate. Automate. Syndicate. (Repeat.) • Anticipates customer needs via updated individual customer profile information. • Selects tailored offers or other content. • Sends selections out to ad networks, emails, kiosks, search engines, and more. • Continuously incorporates results into historical customer profile.27 © 2010 Coremetrics, an IBM Company.
    • • Come si posiziona Coremetrics nel proprio mercato?• E cosa offre in modo differenziante?© 2010 Coremetrics, an IBM Company.
    • Forrester Wave™: Web Analytics 2009“Coremetrics clientsexpressed satisfactionlevels higher than anyother company evaluated,with perfect marks inservices, responsiveness,and support.”29 © 2010 Coremetrics, an IBM Company.
    • Our technology makes it happen • It can follow a customer’s browsing path over an extended period covering repeat visits, as well as incorporating offline information. • The historical data can be used across all our products to optimize our clients’ online marketing efforts. • Clients can serve their customers highly-tailored experiences based on their individual search history—on their sites, via email, and across multiple ad networks. • As we learn more, the offerings continue to get more and more focused. This process of continuous improvement is the key to helping clients create more “relentless” marketing programs.30 © 2010 Coremetrics, an IBM Company.
    • Why is Coremetrics different? • LIVE Profile based user tracking technology, for COMPLETE, ACCURATE history of user behaviour (This solution offers benefits not achievable with ”Session based” approaches) • Most advanced attribution model: First, Last and Average Click. • Ability to create very granular segments to understand behaviour • You own the data (other solutions own your data) • Unlimited access to highly acclaimed client services from Coremetrics (other solutions users must use consultants, blogs, posts or forums for help) • ONLY vendor to give SLA around data accuracy • Coremetrics has strategic consultants and/or dedicated analysts to achieve your analytical goals • Other modules to help increase the quality of communication with customers/visitors • ‘Software as a Service’ so no licences or hardware31 © 2010 Coremetrics, an IBM Company.
    • Dove è adottato Coremetrics?Quali esempi e casi di successo? © 2010 IBM Corporation
    • 2,100 leading brands worldwide B2B Content Financial Services Retail Travel & Hospitality33 © 2010 Coremetrics, an IBM Company.
    • Coremetrics delivers cross-channel visibility tomarketing effectiveness “The tight integration between Coremetrics “Coremetrics gives us the ability to measure and IBM WebSphere Commerce shaved the full multi-channel impact of our online months off our implementation time.” marketing initiatives.” “With Coremetrics’s expertise and insight into “With Coremetrics, our team can analyze best practices, we’ve been able to efficiently the ROI of all our campaigns in a single manage multiple channels, drive down interface. We were able to rapidly identify costs, and deliver value to our customers.” our under-performing campaigns and eliminate them from our budget.” “Coremetrics helps us understand the “The detailed ROI analysis offered by Coremetrics complete process for acquiring new students, allows us to execute more profitable online so we can find the best way to allocate our campaigns and significantly increase online marketing spend.” sales.”34 © 2010 IBM Corporation
    • Coremetrics Brings Scientific Rigor And Business Insight To Every Interaction, Process, And Decision IA IA Social Networks IA Partners and Affiliates IA Content and Aggregators35 © 2011 IBM Corporation
    • IBM Software Industry Solutions Targeted, Relevant Email Boosts Revenue by 2500% at L’OCCITANE EN PROVENCE Challenge • L’OCCITANE customers were suffering from email overload, and customer engagement through email was declining • L’OCCITANE wanted to increase email relevance through smarter segmentation and testing Solution • L’OCCITANE combined Coremetrics’ LIVEmail solution with e-Dialog’s email marketing solution • Behavioral web analytics data helped segment customers so that targeted messages were delivered based on product affinities “By segmenting visitors based on behavior and tailoring email content Results • When compared to a control group, the conversion accordingly, we are able to deliver rate is 17 times higher and the revenue per email is highly personalized messages that generate much higher open rates, 25 times higher with targeted messages conversion rates, and revenue per • Personalized email messages are keeping customer email.” engagement high and driving repeat online Director of Ecommerce, purchases L’OCCITANE EN PROVENCE36 IBM Confidential © 2010 IBM Corporation
    • IBM Software Industry Solutions Orvis Increases Cross Sell Revenues by 70% with Coremetrics Intelligent Offer Challenge • Orvis was struggling to keep recommendations up to date for 4,400 site products • The company wanted to drive additional sales and increase average order values Solution • Intelligent Offer provides timely, behavior-based product recommendations • Orvis merchandisers like the strong controls that Intelligent Offer provides Results • Site revenue from product recommendations “We knew Intelligent Offer would lift revenues. We increased by 70% just didn’t think it would provide this much lift. After • Product recommendations on the product details the initial set up, it runs by itself, constantly updating recommendations on our site based on page doubled, rising from 3% to 6% of total site new product introductions and changing customer sales interests. It’s substantially more hands off.” Senior Manager, Ecommerce Merchandising and Analytics Orvis37 IBM Confidential © 2010 IBM Corporation
    • IBM Software Industry Solutions Gauging Influence of Multiple Touch Points Drives Up ROI at Hanover Direct Challenge • HDI had limited visibility into which search terms were performing and which were not • Industry standard, “last click” attribution did not provide visibility into how multiple touch points across the purchase cycle were contributing to sales Solution • Coremetrics attribution management allowed HDI to apply credit for traffic and sales across all channels • HDI was able to fully document paid program revenues and document their cost of acquisition “Multiple attribution windows provide actionable data that show us where and Results • Hidden gems were uncovered, leading to a sixfold when our sales originate, helping us to increase in investment uncover hidden gems and exploit opportunities to drive millions of dollars • “Losers” were turned into “winners” in incremental revenue.” • HDI identified and resolved channel shift issues Manager, Search Marketing Hanover Direct38 IBM Confidential © 2010 IBM Corporation
    • • Come si presenta la Piattaforma Coremetrics?• Quali sono i principali moduli e funzionalità offerte?© 2010 Coremetrics, an IBM Company.
    • How they work together40 © 2010 Coremetrics, an IBM Company.
    • The Continuous Optimization Platform in more Detail Make your best offer. Anywhere. Anytime. Automatically. Continuously updates visitors’ lifetime browsing behavior (LIVE Profiles™). Optimizes based on many visits over time (not just a single visit). Incorporates data from online and offline behavior. Improves customer offers on a continuous basis. Makes optimized content selections in real time. Automatically drives customers through the conversion process. Coremetrics Continuous Optimization Platform features several integrated solutions that leverage Coremetrics LIVE Profiles™ Coremetrics Analytics™ Coremetrics Benchmark™ Coremetrics Explore™ Coremetrics Impression Attribution™ Coremetrics Search™ Coremetrics Monitor™ Coremetrics Intelligent Offer™ Coremetrics Export™ Coremetrics LIVEmail™ Coremetrics Import™ Coremetrics AdTarget™41 © 2011 IBM Corporation
    • Wrap up • Our difference: Continuous Optimization • Coremetrics Continuous Optimization Platform makes your marketing better and better and better • How it works: Anticipate, Automate, Syndicate • The core: LIVE Profiles • The result: Relentless Marketing42 © 2010 Coremetrics, an IBM Company.