IBM's Tim Oakhill at eCommerce & Retail Middle East 2016

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A New Era of Thinking
© 2016 IBM Corporation
Bridging the Gap Between Offline
and Digital Channels
Tim Oakhill
Worldwide Executive Marketing Strategist & SME, IBM
#IBMCommerceME

2. Information Knowledge Wisdom

3. :08
seconds is our average attention
span—shorter than the attention span
of a goldfish (9 seconds).
10+pieces of marketing content
are researched during the buying process.
60%
of the buying process is complete
before a sales rep is engaged.
Customers have become more sophisticated…
Source: WPP

4. The biggest taxi company
owns no cars.
The largest accommodation company
owns no real estate.
The biggest media company
owns no content.
The largest retailer
carries no inventory.
Disruption is upon us.

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A New Era of Thinking
What has changed in the
World of Retail &
eCommerce?
© 2016 IBM
Customers are more connected, more
empowered and demand satisfaction
Seamless customer interactions are
sought across all channels
Fulfillment models are being
transformed with on-demand options

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A New Era of Thinking
of companies say they
have or are close to
having a holistic view
of their customers
of consumers say
their favorite retailer
understands them
Source: The Consumer Conversation – eConsultancy Report

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A New Era of Thinking
of marketers agree that
growth depends on
personalization
of marketers feel
they have the tools
to provide
exceptional
experiences
Source: The Consumer Conversation – eConsultancy Report
88% 30%

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A New Era of Thinking
By 2018, organizations who offer personalization will outsell
companies who don’t by more than 30%
83% of retail CMOs include Analytics in their digital strategy to
capture customer insights, while only 36% of retail CxOs say they
have an integrated digital-physical strategy
83% of consumers are more likely to do business with brands that
allow them to control where, when, and how they interact
Source: Gartner Research, CFI Group, IBM IBV Study
Customer-to-Business paradigm sets a higher
bar
© 2015 IBM

9. Marketing
Digital
Marketing
Lead
Management
Customer
Experience
Analytics
Journey
Design
Omni-Channel
Marketing
Real-Time
Personalization
IBM Marketing Cloud IBM Marketing Software

10. Customer Analytics
Social
Analytics
Predictive
Analytics
Customer
Experience
Analytics
Cloud and Software Solutions

11. When digital intelligence
meets digital business:
The Cognitive Era…
A new era in technology, a new era in business
© 2015 IBM11

12. © 2015 IBM12
Driven by the
power of Watson
Understand
the world through
sensing and interaction.
Reason
using hypotheses
and arguments.
Learn
from experts and
through data.
Cognitive systems
can:
Helping enterprises become Cognitive Businesses
through the power of Cognitive Commerce.

13. For marketers and merchandisers
© 2015 IBM13
Analyze trends
To gain insights in real-time
about what consumers are
talking about, as well as
what they are buying and
why from a multitude of data
sources.

14. To know what is trending and why
Driven by the power
of Watson
ibm.com/watsontrend
© 2015 IBM14
IBM Watson Trend

15. For marketers
© 2015 IBM15
Real-time personalization
Through tools that continuously
learn from individual
interactions, marketers can
optimize offers and content for
each customer journey based on
progressive discovery of intent.

16. To engage with personalized content
© 2015 IBM16
Wherever customers and prospects are on their journey

17. For merchandisers
© 2015 IBM17
Commerce Insights
to gain in context insight
and obtain recommended
actions based on real-time
evidence.

18. To understand performance
© 2015 IBM18

19. For leaders and practitioners
to master the art of the possible…
© 2015 IBM19
To deliver personalized messages and
offers through intuitive always on
engagement
Delivered at the just right moment
seamlessly across all channels
Driven by insights to pivot between
aggregate trends and individual behaviors
…Deeper human engagement

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©2016 IBM Corporation
The Price of
not knowing.

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A New Era of Thinking
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Learn More!
Marketing Solutions: http://www.ibm.com/commerce/ae-
en/marketing/?lnk=WH_marketing
Customer Experience Analytics: http://www.ibm.com/commerce/ae-
en/customeranalytics/?lnk=WH_customeranalytics