Sempre maggiore l'esigenza di cercare metodi per ottimizzare i propri processi di marketing e ottenere introspezioni più profonde nelle richieste dei clienti al fine di orientare la fedeltà alla marca con interazioni più personalizzate. Le aziende si trovano di fronte a un insieme sempre più complesso di outlet digitali per interagire con i clienti comprendente i siti web, le applicazioni mobili, le e-mail e i siti social media; le organizzazioni continuano a concentrarsi sulla valorizzazione dell’esperienza del cliente sulla marca e rispondono rapidamente ai cambiamenti del mercato per differenziarsi Scopri la soluzione IBM Coremetrics per le Social Media Analytics in grado di fornire alle organizzazioni un’introspezione in tempo reale nelle interazioni con i consumatori, internamente e attraverso reti di social media. Questo consente alle aziende di sviluppare campagne di marketing più mirate e in modo più rapido.

1. Web and Social Media Analytics
Max Ardigo’ – IBM Lotus - ICS

2. Max Ardigo’
• Consulente di trasformazione digitale
• Resp area portali e collaborazione SW IBM

3. Timing – 40 min
• Metodo: M mngr l vcl
(mi mangro’ le vocali)

4. [agenda]
• Contesto
• Analytics (quanti e quali)
• Oggi possiamo sapere... (Coremetrics)
• Applicazioni pratiche

5. Relazione 2.0
Le aziende funzionano fondendo l’esterno con
l’interno – Una nuova paradigma (tecnico)

6. Chi riesce a stargli dietro?
Internet trends 2010 - Morgan Stanley
Web vs. Mobile Mail vs. Social posts
Morgan Stanley Research - 2010

7. Architettura persuasiva

8. Architettura persuasiva IBM
IBM Northstar Vision
Un unica piattaforma:
IBM Customer Experience Suite
Per progettare soluzioni integrate
per la web/work experience,
rapide e flessibili, che garantiscono
piu’ efficienza, governo e
automazione real-time
nei processi customer centred
multicanale.

9. Architettura persuasiva IBM
Customer Experience Suite – Perchè:
1 - Customers MUST make their Web work smarter
to stay competitive (selling machines)
2 - Customer and partner satisfaction is critical
to keep market share.
3 - They MUST be vigilant to sustain their differentiation.
4 - Customer satisfaction and retention
is often driven by ongoing service quality.
5 - Vietato buttare via i soldi – fine del marlketing senza metriche. Inizio del digitale come macchina di business.

10. Architettura persuasiva IBM
Customer Experience Suite – Benefici:
- 400% higher visit-to-lead conversions (c.p.a. banche: 15-50 €)
- 200% higher visit-to-order conversions (es. Benchmark retail
electronics italia = 1% conversion)
- 41% lower page abandonments (bounce rate)
- 16.6% more recommendations by customers for products and
services
- 15.8% fewer customers lost to competitors
- 14.1% increase in repeat purchases by customers
Forrester Research - 2010

11. Architettura persuasiva IBM
Social Connectors Real time 1to1
1 click registration & SSO infrastructure Web Analytics
(Facebook, Open ID...) Coremetrics, Unica
Social registration
profiling / permission
/ dynamic
Assemble & Collaborate & Cloud
Enterprise Deliver in/out Socialize in/out services
2.0 Layer
Portal, Content,
Commerce
Social, Mobile,
Touchpoint Integration
User management
Advanced
Analytics
Infusion Notes client, Collaboration Cloud Collaboration
COBRA, Unica, Social Networks
Social Networks
SPSS, Cognos, Portal, Content & Social Tools Social Tools
ILOG ... 3rd parts
Commerce 2.0 Teamwork Files
Real Time Surveys
Virtual Portals
Chat/Call/Web me Webconf
Web Content, Commerce
Awareness etc.
Mobile
Enterprise Role/Rule based Webconf
Master Data Dynamic Personalization Cloud Portal
(extended user Campaign, Targeting on Amazon EC2
Business & Social data) Composite Mashups / IBM Cloud
Rich Client
Mashups
Multiplattform

12. Architettura persuasiva IBM
Customer experience layer (aggregazione smart),
personalizzazioni, interazioni real time backend data
Integrate and assemble eterogeneous environments
Assemble Backend, external and Cloud services to build
rich user experiences (Portal and Notes Client)
Virtual portals to build and connect internal and external
world and extend branded propositions
What people want to have, in that moment, relevant
Manage Social registration Process for onboarding
customer propositions (Asset)
Provide personalization rules to deliver “my
experience”
Adaptive content (reccomendation, affinity etc)
Campaign management
Mashups, Ratings, Tagging, etc.
Extended social schema DB (merge
business & social data to deliver personal)
Web 2.0 accellerators
Mobile content

13. Architettura persuasiva IBM - Solution examples
1 – Intuitive front-end / nuova generazione esperienze web e mobile
transazioni 2.0 / interazioni real time CRM&Analytics
Esempi in retail banking, cpg, fashion, automotive, ecc.
http://www.juventus.com
http;//turismo.milano.it
http://www.bnl.it
https://www.cartabcc.it
http://www.evvivailwurstel.it
http://www.stogit.it
http://www.icuorleggeri.com/
http://www.postel.it/
http://www.beic.it
http://www.it.laufen.com
http://www.inalca.it
http://www.unibocconi.eu
http://www.iulm.it
http://www.almavivaitalia.it
http://www.castelgarden.com
http://www.cedacri.it
http://www.stiga.com
http://www.rijkzwaan.it
http://www.rcsmediagroup.it
http://www.leasys.com
http://www.technapoli.it
http://www.ideam.it
http://www.bureauveritas.it
http://catalogo.gruppofondiariasai.it
http://www.servizilavoro.it
http://www.aciglobal.it
http://www.messinaline.it
http://www.adriaticlng.com
http://www.illy.com/
http://www.mercatoneuno.com/
http://www.berco.com
http://www.campoverde-group.com
https://ebanking.clarisbanca.it
http://www.fondazionecassamarca.it
http://portal.sowre.com
http://www.rcsmediagroup.it
http://www.sitabus.it
http://sistemats1.sanita.finanze.it
http://www.italialavoro.it
http://www.comune.milano.it
http://www.comune.roma.it
http://solutions.3mitalia.it
http://www.chebanca.it
http://www.cobra-at.com
http://www.adriaticlng.com
http://www.stogit.it
http://www.agenziaentrate.gov.it
http://www.italialavoro.it

14. Architettura persuasiva IBM - Solution examples
2 – Customer Onboarding / universal registration process,
social bridging, social commerce
ES. Da una widget “scegli la tua carta” di IBM commerce (1) deployata su Facebook (2), un utente invita propri amici a regalare con
carta”
1 click (3), autorizzando gestions (4) info di profilo FB. Il processo di registrazione universale (5) profila e monitora il
completamento dati (6). Il servizio supporta tutti i touchpoint di registrazione / autenticaizone.
2
Social registration
1 profiling / permission
/ dynamic
3
4
Dynamic IBM Business Partner Factor-y XSSO Suite
5 unique covering: Aol, Yahoo!, Facebook, Twitter, LinkedIn,
registration
Social customer
6 Google, MySpace, Windows Live, Hyves, Verisign,
proces with MyOpenID, OpenID, Flickr, Blogger, Livejournal,
data hub
permission Wordpress, Netlog.
(extended user
marketing
Business & Social data)
rules

15. Analytics...

16. Web/Social Analytics (some/how)
(standard players)
• Web (interactive behaviour...
• Social (network behaviour...
• Social Media (customer feedback, ratings...
• Sentiment (opinion mining, trends, alerts...
• Text (information mining...
• Marketing (Above + Campaigns+SEM+SEO...
• Commerce (who, what
• BI (busines...
• Predictive (future business...
• Psyco...
• ...

17. IBM Web/Social Analytics
(differenziazione)
• Web (IBM Coremetrics...
• Social (IBM Coremetrics, Connections, Atlas, LCM&R...
• Social Media (IBM Coremetrics, Cognos CC&I, SPSS...
• Sentiment (IBM Coremetrics, Cognos CC&I...
• Text (IBM SPSS, Cognos C.A...
• Marketing (Coremetrics, Unica...
• Commerce (Coremetrics, WCS...
• BI (Cognos 10 + Connections...
• Predictive (SPSS...
• ...

18. Oggi possiamo sapere...

20. IBM Coremetrics / Digital Marketing

21. IBM Coremetrics – Apnea demo

22. IBM Coremetrics allows to
Anticipate customer preferences and predispositions based on
a historical view of browsing behavior across multiple channels.
Automate the management of marketing campaigns, enabling
immediate delivery of specifically-tailored content to individuals
in response to past and current browsing behavior.
Syndicate personalized content to the right channel at the right
time (web sites, emails, ad networks, and more).
(Repeat) the process. Every new bit of information collected
makes the data more relevant, and the marketing programs get
better and better.

23. Coremetrics LIVE Profiles™
• We’re the only solution provider to offer this cross-channel
historical data.
• Includes every source that brought visitor to web site (banner
ad, email campaign, affiliate link, keyword, news article).
• Includes sources using other opt-in identifications for visitor
info (flight info, hotel room, newsletter sign-up, form
registration).
• Includes detailed offline customer, product, event, and
categorization data and important browser attributes.
• Very powerful: supports advanced data analysis.
23

24. Analytics, Attribution
and APIs
• Best practice analytics platform: Coremetrics
Analytics™
• Flexible ad hoc analytics, segmentation and data
visualization using Coremetrics Explore™
• Real-time reporting using Coremetrics Monitor™
• Industry level and sub-vertical level comparisons
using Coremetrics Benchmark™
• Flexible forecasting module
• Powerful, in-depth multi-session, multi-dimensional, and impression-level marketing attribution
in- multi- multi- impression-
• Report level and customer record level import and export APIs and marketer-controlled self-service applications
and marketer- self-
• Extensive marketing optimization application management APIs
24

25. Coremetrics LIVEmail™
Improves targeting and flexibility to enhance email marketing
campaign management.
• Advanced (re) segmentation /in/out
• Automated target email campaigns
• Seamless integration with certified email service
providers
• Best practice target campaigns
• Marketer controlled segmentation
• Proven ROI from over 400 brands
25

26. Coremetrics Search ™
Helps businesses manage their paid search initiatives for
maximum impact.
• Automated bid management
• Consolidated PPC and quality score analytics
• Advanced attribution and segmentation
• Content network support
• Landing page optimization
• Strong management and editing tools
• Proven, repeatable ROI from over 300 brands
26

27. Coremetrics Intelligent Offer ™
Delivers unprecedented control and flexibility to online product
recommendation programs.
• Automated implementation of recommendations
• Wisdom of crowds and personalization for greatest
impact
• Marketer controlled algorithms and A/B test
• Advanced rules configuration
• Real-time recommendations
• Proven, repeatable ROI from over 300 brands
27

28. Coremetrics AdTarget™
Increases relevancy of display ad campaigns by syndicating rich
data segments to display advertising networks.
• Automatic integrations with ad targeting and social
networks
• Advanced segmentation for more effective targeting
• Retrieves visitors with targeted display ads
• Works with multiple networks simultaneously
• Allows sophisticated marketing mix decisions
28

29. Applicazioni pratiche

30. Esempi
• Apps (Domino, Java)
• Portal (internet e intranet)
– Connections
– Quickr
• Web (multisito, siti concorrenti)
• Commerce (multisito)
• Social esterno (FB, Twitterm Google, Youtube)

31. Esempi nostrani
• Travel (Internet, Commerce)
• Retailer ottiche (intranet e internet social)
• Banca (intranet e internet, transactions, adv)
• Pharma (intranet agenti, social farmacie)
• ...

32. Grazie agli sponsor per aver reso
possibile il DDive 2011!
Main Sponsor
Premium Sponsor
Prime Sponsor