IBM MARKETING SOLUTIONS

© 2015 International Business Machines Corporation
Real-Time Personalization
IBM Marketing Solutions

55%
59%
The customer is evolving
The modern consumer expects more from every interaction. Brands can be shaped by social media
and advocacy can be won or lost with each engagement.
Source: Global Digital Disruption Executive Study, 2013; “Winning Strategies for Insurers” IBV
Study
of customers expect personalized promotions
and offers from brands
of customers are influenced by social posts
of a purchase by a friend

The ocean of competition continues to change
From emerging digital platforms to new industry contenders, marketing leaders are beginning to
leverage digital capabilities, enabling new business models.
31%
of executives say the new
business models will have the
biggest impact on their
companies
63%
of digital business professionals are
attempting to differentiate through
customer experience
Source: CMO Council, 2010; “What’s Critical in the Vertical: Insurance;” Global Digital Disruption Executive Study,
2013

Creating a consistent customer experience is critical
Ensuring that the customer has a personalized and unified experience when interacting with the brand is
becoming an increasingly difficult task.
80%
of CEOs say that they
have a superior
customer experiences
only8% of their customers agree
IBM IBV Study 2012; “Stepping up to the challenge,” IBM CMO Study 2014

Marketing departments were designed for a different era
Current needs are
addressed with existing
design
Unintentionally inhibiting
collaboration

IBM Real-Time Personalization
6

Lilly, a young professional, decides to open a new bank
account
Lilly visits the Open Bank website
to open a new bank account
She fills out an application on her
laptop and is told it will be opened
in 24 hours
The next day, Lilly receives an
email confirming that her account is
open and encouraged to activate it
Activate
Open Bank
Lilly
7

Lilly personalizes her experience across her devices
Later that day, Lilly receives an
SMS encouraging her to
download the Open Bank App
She downloads the app on her phone
and tablet
The app offers notification
preferences so Lilly can personalize
her experience
9:41 AM
Preferences
Service Alerts
Weekly Balance Summary
See a quick rundown of your account
every week
Suspicious Activity
Get notified when suspicious
activity occurs on your account
Account Alerts
Get notified when account-based
events occur in real time
Privacy
Enable Location Sharing
Get location-based service
8

Six months later, Lilly is researching graduate school options
While searching for student loan
options, Open Bank appears as
one of her web results
She is presented with two
unique offers, and she clicks on
the offer for a low interest rate.
She is presented with the
application, but then abandons
9

The next day, Lilly receives a call from Open Bank
Lilly receives a call from an Open Bank
customer representative asking if she has
any questions about the application
The rep offers Lilly a promotion for a
lower interest rate than initially presented
Lilly is intrigued by this new offer, and it
drives her to complete her application and
submits
10

Lilly’s application is approved and sets an appointment on her time
The next day, Lilly receives a
push notification informing her
that her application has been
approved
The push notifications deep-links her to
a scheduling page, where she can
decide when an Open Bank rep can call
her
She selects 1:00pm for her
appointment time and goes back to
work
9:41 AM
Open Bank
Select a Time
Congratulations, Lilly!
Choose a time slot that works best for you for
us to discuss the details of your new loan.
11:30am 12:00pm
12:30pm 1:00pm
5:00pm 6:00pm
7:00pm
1
1:00pm
11

Lilly confirms the details of her loan
Lilly receives a call from the
Open Bank customer
representative at her scheduled
time
The rep guides her through the
specifics of her loan, and
outlines her payment options
Lilly is happy to receive this
information and knows she made the
right choice by selecting Open Bank
$
$
$
12

Lilly is so pleased with the service she
received with Open Bank, she posts to
Facebook and Twitter about her experience
Lilly shares her experience to her social networks
13

14
Optimizing
Recommendations
Real-Time
Personalization
Event-Based
Personalization
Digital
Messaging

Real-Time Personalization
15

What is Real-Time Personalization?
A highly scalable real-time interaction management that can plug into any channel and personalize a user
experience with behavioral data and response history.
Personalized
Offer Messages
Customer Touchpoint
Interactions
Data-Driven
Personalization
@
Single
UI
Industry-Leading
Scalability
16

Determines, in real-time, best message for each interaction
Instantly determines the best personalized message to present to each customer during a live interaction
through all inbound channels.
A combination of segmentation logic,
marketing rules, and algorithms
monitor interactions over time and
automate the process of building
personalization models
50
85
42
25
Financial Advisor
App Fee Waiver
Low Interest Rate
Credit Report
17

Loan
Details
Plug into any customer touchpoint
Present personalized offers to customers – wherever they choose to contact you. From websites to kiosks,
from call centers to mobile apps, IBM’s real-time capabilities are channel-agnostic.
Behavior can be be
understood across
channels, and effect
decisions anywhere
Welcome
Lilly
Lilly’s Application
Low Interest
Rate Offer
Appointment
Time
Transaction
History
18

Personalizes based on historical data and new data from each interaction
Make personalization decisions based on both historical data and new information gathered during a
current interactions.
Constantly learning, gaining valuable
decision-making information over
time to present the most personalized
offers
To: Lilly
From: Open Bank
Welcome back, Lilly!
We think you’d like
$
@
Low
Interest Rate
19

Single UI for both inbound and outbound communications
The only platform to offer a single user interface and offer management system for both inbound and outbound
engagements, regardless of the channel.
inbound outbound
20

Industry-leading scalability
IBM’s real-time capabilities can scale to meet the most rigorous performance requirements while managing
hundreds of thousands of concurrent sessions with instant response times.
The average response time is less than one
millisecond, allowing targeted offers to
appear without inhibiting the user
experience.
21

Why IBM Real-Time Personalization?
More meaningful touchpoints
Better response and conversion rates
Improved customer experience
More targeted marketing opportunities by turning
customer touchpoints into marketing channels
Present offers when customers are ready to listen and
increase relevance of offers by considering context
Increasing the value of inbound interactions by
connecting it with outbound and create dialogues over
time
22

Event-Based Personalization
23

$
What is Event-based Personalization
Offer
Orchestration
Advanced Patterns Behavioral
Triggers
Self-Learning
Capabilities
24
Customer context and behavior (i.e., events) indicate near-term propensity to purchase with targeted and
orchestrated offers that are optimized and delivered through all available inbound and outbound channels

25
Uncover opportunities and further optimize the relevance of every personalized message.
Interact Advanced Patterns
Customer activity and events across
sessions are tracked and stored in
memory. Associated actions are
triggered when events occur,
ensuring real-time, relevant, live
interactions.
Member since 2015
New York City
18-25 years old
Lilly
Used Student Loan
Calculator
Student Loan State
Visited Loan
Page
Already
occurred
Used Loan
Calculator
Just
occurred
Visits Loan
Application
Waiting to
occur

26
In Interact, Behavioral Pattern = Event Pattern
Behavioral Triggers
Patterns can be triggered by one or more events
initiated by your customer, from any combination
of channels. Interact listens for and tracks
relevant events at the Audience ID level until
pattern criteria is met. These patterns are used in
segmentation logic and can trigger additional
actions.

Offer Orchestration
Offer Orchestration
Personalization to
networked touchpoints
Inbound & Outbound
Channel Offers
Proximity-based
Offers
Lilly’s interface with CSR Rep Lilly’s flexibility on closing loan Location-based
27
Marketers can now ensure that all available channels present offers that are optimized for a customer in the
context of their interaction, avoiding unnecessary repitition, and on the most effective channel(s)

Self-learning capabilities
Not only does event-based personalization learn from an individual customers actions, but it can also include
patterns that emerge based on the behavior of the masses
Target Logic can be controlled by
marketers while being influenced by the
“Wisdom of the Crowd”
28
Member since 2015
New York City
18-25 years old
Lilly
Wisdom of the Crowd

Why Event-based Personalization?
29
For Outbound, Inbound and Real-Time Interactions
See and capture all of the inbound and outbound
dialogue interactions with your customers
Timely, relevant offers that are delivered consistently
across channels
Central Decision Engine
Full Visibility Dialogue
Consistent Treatment
Continuously learn from past and current acceptance
and rejection of offers
Continuous Learning

Operations and Optimization
30

What is Optimizing Recommendations?
The collaboration tools designed to scale your customer engagement initiatives across departments and
territories while also facilitating a carefully curating a contact strategy.
Product
Recommendations
$
Optimal
Contact Strategy
Content
Recommendations
31

Product Recommendations
Dynamically delivers relevant product recommendations to website visitors based on comprehensive visitor
data.
Enables users to create a
personalized experience for site
visitors and drive revenue through
cross-sell and up-sell opportunities.
32

Content Recommendations
Helps businesses present the most relevant, effective, and timely content to website visitors.
Automatically delivers the most
targeted content based on each
visitor's current and historical
interests, the wisdom of the
crowd, and programmable
business rules.
33

Contact Optimization
Provide the best customer contact experience, basing engagements on the interaction history, offer details,
channel preferences, time frame, business constraints and rules and marketing objectives.
Minimize customer contact fatigue by
mathematically determining the best
communication for each customer
34

Drive cross-sell and upsell opportunities
Present the most timely content to site visitors
Provide the best customer contact experience
Deliver personalized product recommendations and provide the
user with visibility, flexibility and control to adjust rules and
settings to meet the organization’s business goals
Automatically deliver the most targeted content based on visitor data and
allow visitors to progress through the various stages of engagement from
first time clicks to frequent site visits and contributions
Optimize results by balancing marketing goals, contact preferences and
business constraints. Increase profitability with more customer-centric
experiences and minimize contact fatigue
Why IBM Optimizing Recommendations?
35

Digital Messaging
36

What is Digital Messaging?
Enables simultaneous access to multiple data sources located in various locations throughout the company.
This provides the flexibility to leverage all available marketing data reducing required IT support.
Engage
Email
Engage
Mobile
Engage
SMS
37

Engage Email
An emails service provider built right into the platform, Engage Email provides rich content creation tools for
execution and also tracks response data that is fed back into Campaign Management and Real-Time
Personalization.
Activate
Open Bank
Lilly
A fully-featured email execution
channel, Engage Email closes
the gap between your marketing
data and your email execution
channel
38

Engage Mobile
Targeted mobile app messaging via push notifications, in-app alerts, and wearable communications
that can drive behaviors and provide actionable information on your mobile properties.
Take advantage of advanced
mobile targeting capabilities such
as location, in-app behavior, and
device type to increase the value
of your mobile app.
39

Engage SMS
With the broadest possible reach, Engage SMS allows for transactional and promotional messages without
requiring any user actions.
Easily execute mobile
campaigns and communicate
responses back to other
channels
40

Execute more advanced campaigns
Retarget with accurate response data
Get the full picture
Make more complete use of Campaign Management’s
advanced segmentation capabilities rather than
shipping campaign lists to an email or mobile service
provider
Access complete, accurate response data right in Campaign
Management to assess marketing results immediately and
use these insights to improve future campaigns
Analyze “post click” behavior of users and re-target
segments with promising behavior using analytics,
Campaign Management, and Digital Messaging
together
Why IBM Digital Messaging?
41

New Marketer Journey
42

The marketing director creates the
steps of a new campaign in
marketing operations
With campaign management,
marketers create the campaign from
the direction of Marketing Operations
The scheduled campaign identifies
Lilly's creation of a new account
which triggers her assignment to a
new customer segment
Open Bank plans a campaign for new customers
$

New Customer nurture campaign continues
Lilly is added to an automated program
which first triggers an email, notifying
Lily of her newly opened bank account
The targeted outreach continues
with an SMS encouraging Lilly to
download the app
When Lilly’s app push notification
preferences are set, these
preferences are fed back into her
customer profile
44

Six months later, a new opportunity is detected
Over the past six months, the data
shows that Lilly falls into two segments,
which trigger unique offers when she
visits the website
Lilly is interested in one offer, but
abandons, which identifies additional
information about her in real time
As the next step in the campaign, this
information is sent to the call center so
reps can follow up with Lilly and others
who have recently abandoned
45

The next day, Lilly is motivated to convert
A rep calls Lilly with a newly tweaked
offer, which prompts Lilly to follow up
and complete the application
An automated loan campaign conducts
a daily search of members with newly
approved loans, this triggers a push
notification to these members, like Lilly
The campaign receives data back from
push notification on appointment time
selection
1
1:00pm
46

Lilly successfully finalizes the details of her loan
Campaign generates a call list with
times selected and information for reps
A rep calls Lilly at her scheduled
appointment time and Lilly confirms the
details of her loan
Lilly is so pleased with the service she
received from Open Bank, she posts to
Facebook and Twitter about her
experience
47

Map to your
data –
where it
lives
Common UI and
offer management
for both inbound
and outbound
Industry leading
execution
channels and data
sources
Optimize on
robust analytics
IBM is a market leader
IBM Customer Engagement Solutions
48

Design Thinking
Creative orchestration of
customer engagement,
integrating channel
experiences, and optimize
design through analytics.
49

Driven by Analytics
Visualize the customer
journey across channels to
convert insights into impact
50

Agile For Your Unique Organization
Tightly integrates into
your ecosystem
regardless of other
technologies you already
use
51

Best Buy
Best Buy uses IBM Omni Channel Marketing to enable marketers to increase the number of campaigns while
simultaneously employing contextual marketing through more targeted, personalized offers. Learn more
20%
Increase
in
operating
profit
2x
New Reward-Zone
memberships in
three months 82%
Reduction in
cycle time for
campaigns

ING Bank
Dutch bank ING has transformed its marketing effectiveness over five years through a focus on personalization and
use of IBM Marketing Solutions to determine, prioritize, and deliver next-best actions to customers across multiple
marketing channels. Marketers using this program has increased response rates while decreasing marketing costs.
Learn More
17week reduction in
campaign cycle
times 3x
increase in
customer
responses 35%
Reduction in
overall marketing
costs

Octagon Insurance
Octagon, an early-stage European insurance company used IBM Marketing Solutions to enable the online marketing
team to review replays of specific user sessions and quickly uncover why customers were dropping out of the online
application process. Learn More
22%
increase in
conversion
rates 40% reduction in
validation errors 330%overall ROI

IBM MARKETING SOLUTIONS

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