Top 5 Strategies for Bringing Multichannel Marketing to Your Digital Channels

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Benchmarks from past year's holiday season have shown an exploding trend of customers combining multiple digital devices – such as doing research via their Smartphones but completing purchases via their tablets. As a result, marketers that continuously engage customers across digital channels and devices outperform their peers by continuing a relevant dialog.
In this presentation you will learn the top 5 best practices for bringing an omni-channel approach to personalized marketing and automated recommendations via your digital channels.

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  • Join this webinar to get five best practices for developing an omni-channel approach to personalized marketing, and discover the solutions that make it possible to deliver automated recommendations, across channels, to connect with customers. You will learn:- How to combine click behavior data with rich customer attributes and real-time site activity to personalize emails and deliver tailored content- Ways to develop triggered reacquisition email programs based on abandoned shopping carts and past product purchases- How to extend personalized marketing programs beyond websites and email to include mobile and other channels
  • Identify customer trends, segments and personasExplore customer journey, needs and expectationsEnablers: Analytics, Web content management, marketing automation, brand, CRM
  • Customers expect a seamless transition from one device or platform to another.They expect a consistent brand messageThey expect relevancy in the messaging. If I add a product to my wishlist on a mobile device, I expect to be able to access it on the desktop site. In short, customers expect a consistent experience from brands across platforms. For the digital marketer, this necessitates a change in mindset from a channel by channel view focused on the customer, their purchase path and managing multiple channels holistically. No longer can a marketer plan, execute and measure a paid search program in a silo, or an email campaign in a silo, but rather the marketer must evolve to integrating the messaging and influence of various digital channels on the customer purchase lifecycle
  • Customer journey spans multiple touch points. No longer is a typical customer purchase path within one single channel, but rather the journey is non-linear in that it jumps from researching a product detail page on the web, to looking at other customer feedback on social channels like twitter and the brands facebook page via a mobile device. To researching product reviews on a tablet on the weekend. A well timed email trigger campaign with a promotional offering can spur a consideration customer to purchase. In summary, the path is non-linear and crosses several platforms at different stages of the purchase lifecycle.At different points in the relationship you are trying to accomplish different things – lifecycle.
  • As an example, this matrix shows an example set of brand interactions that a customer can encounter as they navigate through the purchase lifecycle.For example on the web, the customer may be exposed to display brand ads and later after visiting the website a re-targeting ad. At that point, the marketer may choose to personalize the homepage for this customer based on their prior interactions. Across other channels, this same customer may consume content related to their purchase consideration on product review forums, browsing on their mobile phone, search engine queries. They may also receive marketing message from email marketing, social promotions from liking the brands social pages and offline catalog offers. To orchestrate an integrated marketing campaign with a consistent message, marketing teams must include each of these channel vehicles in their marketing planning and execution.This is a complex series of marketing messages and responses, but some business are executing this well. By working with businesses across the globe, IBM has derived some common best practices in customers who are doing this well.
  • Businesses today need to deliver coordinated marketing across channels
  • Identify customer trends, segments and personasExplore customer journey, needs and expectationsEnablers: Analytics, Web content management, marketing automation, brand, CRM
  • Outlined here are a number of key strategies to nurture customer interactions across digital channels and build lasting relationships through relevant messaging and a proactive customer engagement framework.Effective marketers must collect a complete 360 degree view of their customer through all customer touch points. With a comprehensive view of a customer’s history, key segments and typical paths through various digital channels of those segments can be identified and analyzed. With this understanding, a marketing execution plan can align a consistent and nurture message to your identified audiences across digital channels.The customer dialog can be enhanced by incorporating real-time activity triggers that drive in the moment personalized messaging. Finally, a testing methodology utilizing attribution analytics should overlay your marketing channels execution so that the attributed influence of each touch point can be measured and adjusted based on the relative contribution to the customer purchase lifecycle.
  • The collection of a customer’s interaction with your brand serves as the essential foundation for omni-channel digital marketing. This allows marketers to have a complete 360 degree view of your prospects exposure and response to your marketing communications. Built on web analytics that includes demographic registration data, historical browsing of your site, a customer profile must then extend to include the measurement of mobile activity; responses to paid, owned and earned media such as paid and natural search, display ads, retargeting, social interactions. This digital analytics profile must be further augmented by importing key offline events that add to the richness of your customer profile. This can include attributes such as the loyalty status of your customer, historical offline purchases and additional demographic data not captured in your web registration tags.EMM helps marketers COLLECT data that enriches and augments what they already know about their customers and prospects. This doesn’t mean EMM serves as the customer data warehouse, or that it cleans up existing data. Instead, EMM helps marketers understand their customers better by putting new data in marketers’ hands that completes the picture of each customer and prospect – data such as what each customer has done on the company’s digital properties, and also the history of interactions with each customer (what messages have they been presented with and what were their responses). EMM can then link this new data with existing customer data to create a complete, 360-degree view of each customer and your brand’s relationship with him or her.
  • With a more complete picture of your customer profile, a marketer’s next action is to analyze key customer trends of consuming and responding to content across channels and identifying segments that align with that customer path.For example, on a broad level does your audience tend to browse more via their mobile phones in short durations and pick up their browsing on a tablet in the evening or weekend.More specifically, does a particular demographic segment respond more actively to messages over one channel versus another? For example, email messages versus the effectiveness of social placements.A component of your customer analysis is incorporating personas and mapping out their customer journey through the lens of your key customer segments. The exercise of mapping personas to a customer journey, highlights the marketing vehicles that a customer interacts with during their purchase lifecycle and the messaging that can influence a prospect through their various moments of truth. For marketers beginning this process of omni-channel digital marketing, we recommend that they initially focus on building a broader set of segments as a foundation for cross channel messaging and add to refinement of segments over time. For example, a higher level segmentation could initially be by gender and by major demographic co-hort. This would create a 2*3 or 2*4 matrix of key segments to analyze customer journeys and associated messaging (male/female * millennials, 30-45 etc)
  • Here is an example of applying personas to customers preferred social channels. A full analysis would extend this to all digital channels including use of mobile, tablets, email
  • After identifying your key segments and their customer paths, the next step is aligning the messaging across channels to ensure a consistent message across channels that complement one another and reinforce the brand messaging. This includes website personalization that reflects the customers historical browsing and rich profile data; relevant marketing communications and promotions through mobile, social and email messaging that is cognizant of the stage in the customers purchase lifecycle and encourages them to transition to the next stage.This table is meant to highlight key messaging opportunities for one of your identified segments. At a high level it showcases the digital channel interactions that your segment encounters as they migrate down a purchase funnel. When designing holistic marketing campaigns, the messaging for the identified segment must reinforce the brand and ensure that a promotion, offer or communication to a prospect is in sync across the channels that they interact with.Product discovery and product curuation
  • Outlined here are a number of key strategies to nurture customer interactions across digital channels and build lasting relationships through relevant messaging and a proactive customer engagement framework.Effective marketers must collect a complete 360 degree view of their customer through all customer touch points. With a comprehensive view of a customer’s history, key segments and typical paths through various digital channels of those segments can be identified and analyzed. With this understanding, a marketing execution plan can align a consistent and nurture message to your identified audiences across digital channels.The customer dialog can be enhanced by incorporating real-time activity triggers that drive in the moment personalized messaging. Finally, a testing methodology utilizing attribution analytics should overlay your marketing channels execution so that the attributed influence of each touch point can be measured and adjusted based on the relative contribution to the customer purchase lifecycle.
  • To evolve and truly personalize your dialog in a 1 to 1 manner with your customer, the execution of digital messaging needs to respond to the real-time interactions that customers have with your brand. A first step in this process is identifying major trigger events that should spur a personalized marketing message. A common example, is a cart abandonment whereby an trigger email with the contents of the basket referenced in the email with a time sensitive offer such as discounted shipping. The message may be reinforced in a display retargeting ad, via a social communication and by personalizing the home page of the website for when the prospect returns.Other trigger events can include a key activity that infers a prospects step closer to purchase. For example this could be viewing a product video to completion without carting the product. In this instance a gentle communication such as via a sponsored story on a social channel will enable a softer sell versus a more direct email marketing message.Another trigger event that warrants a real-time communication is any change to a customers existing order. In this case an email or mobile push message reflecting the updated cart is showing a responsiveness and relevancy to your customer.
  • This slide highlights a use case of real-time trigger messaging, whereby a hotel modifies its personalized homepage to align with updates to a customer’s reservation. Initially, the homepage showcases their reservation confirmation dates and the onsite hotel events that will overlap with customers reservation. This is updated in real-time when a customer calls in to make a reservation date change. During the customers stay, the homepage highlights the current events at the hotel and after checkout the page is updated to offer an opportunity to share socially photos of the hotel. This dynamic website messaging responding to real-time customer triggers can be replicated to other marketing channels such as email and mobile messaging depending on the context of the change.In this manner, a customer is experiencing a unique 1:1 dialog with the hotel that is relevant to their reservation and is responsive to changes from the customer.
  • As a result, a prospect coming to the website who falls into the social media bucket will see the Facebook promotion and a visitor that falls into the mobile bucket will see the promo for the mobile app.Ditto for the email marketing messages that go out.Note however that this example is very simplistic. The personalization can include many parts of the page simultaneously and any & all pages of the website.Besides personalizing messages you can think of marketing offers, promotions, site designs, navigational elements, colors, tests, anything.
  • Outlined here are a number of key strategies to nurture customer interactions across digital channels and build lasting relationships through relevant messaging and a proactive customer engagement framework.Effective marketers must collect a complete 360 degree view of their customer through all customer touch points. With a comprehensive view of a customer’s history, key segments and typical paths through various digital channels of those segments can be identified and analyzed. With this understanding, a marketing execution plan can align a consistent and nurture message to your identified audiences across digital channels.The customer dialog can be enhanced by incorporating real-time activity triggers that drive in the moment personalized messaging. Finally, a testing methodology utilizing attribution analytics should overlay your marketing channels execution so that the attributed influence of each touch point can be measured and adjusted based on the relative contribution to the customer purchase lifecycle.
  • A final key strategy for enabling onmi-channel digital marketing is setting up a framework for benchmarking, measuring and adjusting marketing channel influences on the customer lifecycle.This involves creating a scorecard around key performance indicators for each channel and an attribution credit based on first, mixed and last click credit. Cross channel KPIs include:Open rates to emailsResponses to mobile messagingTime on product pagesInteraction on the website such as viewing a product video, submitting a review, navigating to a store locater page, printing a print-friendly version of a product page.Other identified key milestones By viewing digital marketing channels through a customer centric view, the marketer will measure some channels as enabling a customer path to conversion without being the channel that hosts the actual conversion. In this light, each channel communication can be assigned an attribution weighting based on the influence of navigating a user to purchase consideration.When appropriate attribution credit has being assigned to channels both for conversions and key lifecycle events, the uplift in performance from enabling onmi-channel messaging can then be measured and tested.For example, a marketer can test effectiveness of duration when delivering trigger response campaigns such as cart abandonment. Real time versus 1 hour delay versus end of day may score differently depending on the context of the customer scenario when they added to cart. By measuring the lift in KPIs from digital messaging activities, the marketer can decide when to further invest in refining campaign messaging and personalization versus when the additional resource cost is not warranted by a change in KPI metrics.
  • Identify customer trends, segments and personasExplore customer journey, needs and expectationsEnablers: Analytics, Web content management, marketing automation, brand, CRM
  • Identify customer trends, segments and personasExplore customer journey, needs and expectationsEnablers: Analytics, Web content management, marketing automation, brand, CRM
  • To accelerate your path to value with these products we’ve also aligned them with unlimited customer support and a choice of optional services.All customers get unlimited customer support. Call as often, anyone in the org can call, it’s not like other vendors where you will get a chargeTo get you started with the modules optimally we offer implementation servicesEducation services and on-demand wareBest practices consultations and/or actionable outsourcing on the entire portfolio of digital channelsDedicated Web Analysts to reduce costs associated with acquiring, training and retention of scarce personnelUnique closed-loop data analysis between digital media spend and web site performanceExperience with B2C and B2B clients & virtually all verticalsSample offeringsDigital Agency of RecordWeb Site Performance OptimizationBest Practices WorkshopsAttribution AnalysisTagging Architecture AuditAdvertising, Social, and/or Mobile Media campaign creation and optimizationSophisticated A/B Testing of Digital Media and Personalized Product Recommendations
  • Top 5 Strategies for Bringing Multichannel Marketing to Your Digital Channels

    1. 1. © 2014 IBM Corporation Strategies for Integrated Digital Marketing Five best practices #SmarterCommerce
    2. 2. © 2014 IBM Corporation #SmarterCommerce Elizabeth Magill Team Manager, Product Marketing @emagill Sameer Khan Senior Product Marketing Manager @SameerKhan Presenters
    3. 3. © 2014 IBM Corporation Agenda  Trends in digital marketing  Best Practices in integrated digital marketing  How IBM can help #SmarterCommerce
    4. 4. © 2014 IBM Corporation Digital Marketing Trends #SmarterCommerce
    5. 5. © 2014 IBM Corporation 4X Increase in volume of emails consumers receive over last 10 years 70% of a B2B purchase decision is made before a rep is contacted 40% of online holiday traffic was from mobile 71% of smartphone users compare prices in stores 5.9B mobile phone subscribers across the globe in 2013 92% of consumers research online and seek opinions via earned media before a purchase Customers are more empowered today, interacting with you where and how they want… *SOURCES: IBM Institute for Business Value; IBM 2012 Holiday Benchmark Reports; ChiefMarketer.com
    6. 6. © 2014 IBM Corporation Smartphones browsed Tablets bought Key drivers of this transition are increased growth online and especially mobile… 6 Source. IBM Digital Analytics Benchmark, November 2013. Note. Smartphones drove 19.7 percent of all online traffic compared with tablets at 11.5 percent. When it comes to making the sale, tablets drove 11.7 percent of all online sales, more than double that of smartphones, which accounted for 5.5 percent. 40% of all online traffic that was mobile 22% of all online sales that were from mobile Consumers have significantly changed the way they browse and buy 20% growth in online sales year to year
    7. 7. © 2014 IBM Corporation Customers know more Customers demand more Your business expects more Opportunity for marketers lies in creating unified digital experiences that span multiple touch points To address this shift businesses need to shift from a channel focus to a customer focus
    8. 8. © 2014 IBM Corporation Relationships with your customers over their purchase lifecycle ConsiderationLoyalty Purchase Awareness Non linear customer transition between channels
    9. 9. © 2014 IBM Corporation Within organizations, however, marketing silos are still the norm Strategy Data process tech Customers Strategy Data process tech Strategy Data process tech Strategy Data process tech Strategy Data process tech Strategy Data process tech Strategy Data process tech Strategy Data process tech Strategy Data process tech Strategy Data process tech Strategy Data process tech Social Ad Paid Search Display ad Web Mobile Email Retarget Ad Chat Product Recs Affiliates SEO
    10. 10. © 2014 IBM Corporation Brand Ad Retarget Ad Newsletter Community Promo Local Promotion Customer Service Catalog Reviews Forums Non Brand Search Transaction email Browsed Category Mailing Refer Friend Offer Cross Sell Offer Site Personalization Show rooming Awareness Consideration Purchase Share Managing communications across channels and the customer journey is complex
    11. 11. © 2014 IBM Corporation With an integrated marketing, marketers can deliver coordinated, customer engagement across channels Social Search Display ads Web Mobile Email Retargeting Chat Affiliates SEO
    12. 12. © 2014 IBM Corporation Digital Marketing Best Practices
    13. 13. © 2014 IBM Corporation The challenge to market effectively given the vast amount of data, campaigns, channels, rules, offers, and processes to manage … Optimize messages, content, offers and capture reactions Collect data that augments each customer profile Analyze data to find actionable insights Manage the best interaction for each customer Decide budgets, processes and resource allocation Marketer Customer
    14. 14. © 2014 IBM Corporation To engage customers continuously and create competitive advantage, digital marketing must… 1 2 3 3 4 5 Collect 360 degree view of the customer, historical & real-time Analyze Identify customer trends, personas and segments Decide What channels, resource allocation, programs Manage Deliver a consistent experience and message via the right channel Optimize Benchmark, test, measure, repeat
    15. 15. © 2014 IBM Corporation Collect data to enable a 360 view of your customer Web Analytics • Digital Channels paid, owned, earned • Mobile • Attribution Offline • CRM data • Catalogs • Call Center Real time • Intra-session events • Cart abandons • Social media • Deep understanding of customer & prospect interactions • Channel and device agnostic • Link digital activity with historical interactions Customer Engagement Datamart
    16. 16. © 2014 IBM Corporation …to better understand and predict online/offline behavior • Visit Frequency • Purchases • Lifecycle stage Behaviors • Gender / Age • Geography • Income Demographics • OS • Screen size • Mobile Technographics • Channel • Contact Time • Value Buyer Preferences • Hobbies • Family • Lifestyle Interests Customer Profile
    17. 17. © 2014 IBM Corporation To engage customers continuously and create competitive advantage, digital marketing must… 1 2 3 3 4 5 Collect 360 degree view of the customer, historical & real-time Analyze Identify customer trends, personas and segments Decide What channels, resource allocation, programs Manage Deliver a consistent experience and message via the right channel Optimize Benchmark, test, measure, repeat
    18. 18. © 2014 IBM Corporation Analyze key segments and personas to identify trends across channels  Identify key segments  Map to their stage of purchase lifecycle & channel preferences  Start with foundation and build richer segmentations over time Current events, behavior, a nd missed opportunities from last hour Real-time Marketing based on live intra- session activity Historical Demographic Longer-term patterns, behavior, activity, and commerce actions. Personalize based on registration profiles, CRM, offli ne, & cross- channel sources. Transactional Key SegmentsPersonas Customer Journey
    19. 19. © 2014 IBM Corporation Larry the Ambitious LOB Manager • Focuses on the bottom line and business value instead of IT rationale • Trusts his industry resource touch points Stan the Skeptical Influencer • Wants exclusive access to new content • Join social conversations and participates as a virtual/event panelist / contributor Clients User Personas and Key Implications Alex Under Pressure IT Director • Needs embeddable content to include in business cases • Must see a clear financial model • Requires a roadmap with timing Ruth the Reticent General Manager • Maintains a buffer between herself and outside vendors • Needs to see benefits at a high level • Emphasizes ease of implementation Charles Under More Pressure CTO • Must understand the entire value proposition, including financials • Needs competitive comparisons • Demands an understanding of risk Influencers Gary the Objective Industry Analyst • Seeks industry by industry perspectives • Appreciates in depth case studies • Shares social objects, but only if factual Evan the Enthusiastic Evangelist • Writes his own content and shares other’s links with his network • Wants to see a future vision • Enjoys participating in events
    20. 20. © 2014 IBM Corporation Personas and Preferred Digital Channels Summary ClientsInfluencers Larry the Ambitious LOB Manager Stan the Skeptical Influencer Alex Under Pressure IT Director Ruth the Reticent General Manager Charles Under More Pressure CTO Gary the Objective Industry Analyst Evan the Enthusiastic Evangelist Social Channel Preferences Google Power User User User Power User Power User Power User Twitter User Light User Power User Power User Power User Power User LinkedIn Power User Power User Power User Power User Power User Power User User Aware Aware Aware Power User Power User YouTube User User Power User User Power User Power User Google+ Aware Aware User Power User Aware Power User Facebook Heavy User Heavy User User User User User Power User Instagram Aware Aware Aware Aware User Pinterest Aware Aware Aware Aware Aware User Foursquare Aware Aware Aware User Aware User Flickr Aware Aware Aware User Aware User Forums Power User Aware Power User Power User User AwareAware AwareAware Aware Aware Aware Aware Aware Professional Personal N/AAware Aware Aware Aware Email
    21. 21. © 2014 IBM Corporation To engage customers continuously and create competitive advantage, digital marketing must… 1 2 3 3 4 5 Collect 360 degree view of the customer, historical & real-time Analyze Identify customer trends, personas and segments Decide What channels, resource allocation, programs Manage Deliver a consistent experience and message via the right channel Optimize Benchmark, test, measure, repeat
    22. 22. © 2014 IBM Corporation Design personalized communications for synchronized use across one or more digital channels & devices Mobile Web Notifications Native Simple and Rich Push Notifications iOS and Android Wallets SMS Messaging Microsites Website Pages eCommerce Pages eMail Dynamic Content Print Vendors
    23. 23. © 2014 IBM Corporation Plan a consistent message across all phases of demand generation Awareness Consideration Purchase Website Personalized home page hero banner with product curation Product Recommendations based on historic navigation Promotion re-enforcing free shipping offer Cross sell offer at order page Mobile Personalized homepage consistent with website personalization Time-sensitive alerts about in- store events Social Free shipping offer Refer a friend offer Email Subscription newsletter with dynamic content based on segment and browse history Trigger based emails Purchase confirmation with cross sell Shipping confirmation
    24. 24. © 2014 IBM Corporation To engage customers continuously and create competitive advantage, digital marketing must… 1 2 3 3 4 5 Collect 360 degree view of the customer, historical & real-time Analyze Identify customer trends, personas and segments Decide What channels, resource allocation, programs Manage Deliver a consistent experience and message via the right channel Optimize Benchmark, test, measure, repeat
    25. 25. © 2014 IBM Corporation Identify Trigger events • Add to cart and abandon session • View a product video in its entirety without purchase • Modify an existing order Personalize communication with real-time triggers Syndicate to retargeting ads, email campaigns Reinforce messaging with web and mobile personalization
    26. 26. © 2014 IBM Corporation Real-time trigger example Before Check-in During Stay After Check-out Plan your stay with us! Join our new pool party! Share photos from stay! Personalized Site Experience around each Client’s Stay Guest registers for upcoming stay at hotel’s website. Calls to make a date change Real-time update to user digital profile Personalized marketing tied to real-time data 1 2 3 4
    27. 27. © 2014 IBM Corporation Personalized content across all campaigns… New Registrant or Loyalty Status Display Ad2 Facebook Ad1 Display Ad1
    28. 28. © 2014 IBM Corporation To engage customers continuously and create competitive advantage, digital marketing must… 1 2 3 3 4 5 Collect 360 degree view of the customer, historical & real-time Analyze Identify customer trends, personas and segments Decide What channels, resource allocation, programs Manage Deliver a consistent experience and message via the right channel Optimize Benchmark, test, measure, repeat
    29. 29. © 2014 IBM Corporation Optimize digital campaigns with continuous testing Define KPIs for each channel Based on attribution analytics, determine content to be enhanced Benchmark performance Deploy cross channel personalization campaigns
    30. 30. © 2014 IBM Corporation Benchmark against competitor KPIs Benchmarking Performance - Identify KPIs aligned to channel and customer milestones - Attribution based on first touch, assist and last click credit
    31. 31. © 2014 IBM Corporation31 Deploy personalization campaigns and measure…
    32. 32. © 2014 IBM Corporation How IBM Can Help
    33. 33. © 2014 IBM Corporation Personalize site, mobile, email • Insight to action in few clicks • Native mobile push marketing (a.k.a Xtify) Make it easier • Implement tags quickly via auto tagging or tag management • Syndicate data to Digital Marketing Network partners • Draw on more complete picture of customer, i.e. across devices and including uploaded offline data and real-time site data • Synchronize personalization across digital channels & devices Automate recommendations • Increase engagement, conversions & cross-sells through automated recommendations • Combines best of both worlds: self- learning and rules based controls Marketing operations • Create rich content and manage marketing operations for fueling personalized marketing programs • Connect digital channel with back office data and apps IBM can help you achieve holistic marketing through your digital channels Synchronizes personalization across digital channels and devices, e.g. tailors customer’s Smartphone experience based on her preceding sessions and clicks via her iPad Grow limitlessly • Rely on the leader in omnichannel marketing solutions • Optimize marketing with the most complete customer analytics • Accelerate value with unlimited support, services, and innovation from IBM Research
    34. 34. © 2014 IBM Corporation #SmarterCommerce
    35. 35. © 2014 IBM Corporation Be a part of Smarter Commerce Global Summit 2014 Customers expect instant gratification, and a single moment can create a lasting impression. To gain customer loyalty—and to differentiate yourself from the competition—you need to exceed expectations and make those moments count. At the 2014 Smarter Commerce Global Summit, you’ll discover innovative ways to become essential to your customers, partners, and suppliers by integrating intelligence into every commerce process and making every interaction personal, memorable, and valuable. Jay Baer, marketing strategist, speaker, auth or and President of the social media and content marketing consultancy Convince & Convert, returns as host of the SCGS General Sessions Share your expertise in Tampa! Submit your proposal to present at Smarter Commerce Global Summit 2014 and tell your story. www.ibm.com/commerce-summit
    36. 36. © 2014 IBM Corporation #SmarterCommerce

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