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Introducing
Journey Analytics
Please Note:
2Customer Analytics
• IBM’s statements regarding its plans, directions, and intent are subject to change or
withdrawal without notice at IBM’s sole discretion.
• Information regarding potential future products is intended to outline our general product
direction and it should not be relied on in making a purchasing decision.
• The information mentioned regarding potential future products is not a commitment,
promise, or legal obligation to deliver any material, code or functionality. Information
about potential future products may not be incorporated into any contract.
• The development, release, and timing of any future features or functionality described for
our products remains at our sole discretion.
• Performance is based on measurements and projections using standard IBM benchmarks in
a controlled environment. The actual throughput or performance that any user will
experience will vary depending upon many factors, including considerations such as the
amount of multiprogramming in the user’s job stream, the I/O configuration, the storage
configuration, and the workload processed. Therefore, no assurance can be given that an
individual user will achieve results similar to those stated here.
Why focus on the customer journey?
Today’s digital consumer is engaged and empowered.
Owns four devices, consumes 60 hours of digital content per week
Mobile devices are driving growth in social media use –up 37% YTY 1
1 Nielsen 2014 Digital Consumer Report
The majority of customer
engagement is through journeys.
56% of customer interactions happen during
a multi-event, multi-channel journey 2
2 McKinsey 2013 | Customer Journey
One of the biggest challenges for
marketers today…
Understanding how customers interact with their brand
across the multitude of interactions regardless of channel,
so they can deliver consistent and exceptional customer
experiences
Customer Experience Gap
6
Source: IBM / Econsultancy study
Customer Analytics
Why does the customer
experience gap exist?
Understanding customers requires seeing their entire
journey and connecting the dots is difficult.
$
7Customer Analytics
…resulting in disjointed customer experiences
Marketing eCommerce Service
8
Organizations are fragmented
Customer Analytics
Which channel did they use
What they said
What they needed help with
…making it difficult to understand what is happening across channels.
What they did
Where they came from
9
Analytical tools are siloed
Customer Analytics
Bad customer
experiences result in
$83 billion in lost sales
each year.1
1 Source: ibm.com/press/us/en/pressrelease/41155.wss
IBM is the only one providing solutions
to meet these challenges and
fully understand the customer journey.
11Customer Analytics
What is IBM Journey Analytics?
13Customer Analytics
Visualize the customer journey across channels
to convert insights into impact
14Customer Analytics
Collaborate with Journey Designer!
Collaboration and sharing with
Journey Designer for data driven
design of the customer experience
15Customer Analytics
Use interactions and audiences from multiple
ecosystem solutions and partners
16Customer Analytics
Use interactions and audiences from multiple
ecosystem solutions and partners
What benefits does
IBM Journey Analytics offer?
Because customer interactions do not occur
Independently from each other nor in channel silos
Understanding of the
Customer Journey as a whole
18Customer Analytics
Insights to inform customer-centric
experience design
Because designing exceptional customer
experiences is a collaborative process
19Customer Analytics
Improvement of business outcomes
Because exceptional customer experiences
Increase loyalty and customer lifetime value
20Customer Analytics
For whom is IBM Journey Analytics
designed?
• Assemble and manage creative and offers
• Understand use/reuse of creative and offers
• Ability to test (A/B or MVT)
Our Customer Engagement Framework
describes the creation and delivery of integrated
omni-channel customer engagements
• Sequence multiple interactions within
an Experience Map
• Specify channels, creative,
and offers for each interaction
• Align Goals to market segments
• Set Objectives for each interaction
• Allocate budget & expense to
achieve Objectives & Goals
• Identify Preferences
• Understand Customer Journeys
• Define Market Segments
• Collect data and behaviors for
reporting within Optimize &
Understand
• Enhance the context for the next
engagement
• Develop views, reports, and executive
dashboards
• Financial impact of Plans,
Goals, and Objectives
22Customer Analytics
Ann
Customer Experience Designer
Carlos
Creative Manager
Anthony
Customer Data Analyst
Patty
Marketing Operations Planner
Evan
Channel Owner
Edward
Performance Analyst
Tom
VP Marketing
Marketing personas
23Customer Analytics
How does
IBM Journey Analytics work?
IBM’s interaction and audience syndication capabilities
empower marketers with streamlined access to
connected omni-channel customer context
Business users can focus on
using customer context rather
than the complexities of
assembling that context
Customer context is
continuously exchanged
across an organization’s
solution ecosystem
IBM Commerce and partner
network ecosystem deliver
a robust contextual view of
the customer for insights
and engagement
25Customer Analytics
Customer Data
Digital Data
eMail
Partners
Focused on the centralized exchange of customer
interactions & audiences, includes partner pre-integration
and certification
26Customer Analytics
• Discover how customers are interacting with
your brand today
• Leverage insights about actual customer
journeys to inform customer experience
design
Key Takeaways
27Customer Analytics
Questions?
Notices and Disclaimers
Copyright © 2015 by International Business Machines Corporation (IBM). No part of this document may be reproduced or transmitted in any form
without written permission from IBM.
U.S. Government Users Restricted Rights - Use, duplication or disclosure restricted by GSA ADP Schedule Contract with IBM.
Information in these presentations (including information relating to products that have not yet been announced by IBM) has been reviewed for
accuracy as of the date of initial publication and could include unintentional technical or typographical errors. IBM shall have no responsibility to
update this information. THIS DOCUMENT IS DISTRIBUTED "AS IS" WITHOUT ANY WARRANTY, EITHER EXPRESS OR IMPLIED. IN NO
EVENT SHALL IBM BE LIABLE FOR ANY DAMAGE ARISING FROM THE USE OF THIS INFORMATION, INCLUDING BUT NOT LIMITED TO,
LOSS OF DATA, BUSINESS INTERRUPTION, LOSS OF PROFIT OR LOSS OF OPPORTUNITY. IBM products and services are warranted
according to the terms and conditions of the agreements under which they are provided.
Any statements regarding IBM's future direction, intent or product plans are subject to change or withdrawal without notice.
Performance data contained herein was generally obtained in a controlled, isolated environments. Customer examples are presented as
illustrations of how those customers have used IBM products and the results they may have achieved. Actual performance, cost, savings or other
results in other operating environments may vary.
References in this document to IBM products, programs, or services does not imply that IBM intends to make such products, programs or services
available in all countries in which IBM operates or does business.
Workshops, sessions and associated materials may have been prepared by independent session speakers, and do not necessarily reflect the
views of IBM. All materials and discussions are provided for informational purposes only, and are neither intended to, nor shall constitute legal or
other guidance or advice to any individual participant or their specific situation.
It is the customer’s responsibility to insure its own compliance with legal requirements and to obtain advice of competent legal counsel as to the
identification and interpretation of any relevant laws and regulatory requirements that may affect the customer’s business and any actions the
customer may need to take to comply with such laws. IBM does not provide legal advice or represent or warrant that its services or products will
ensure that the customer is in compliance with any law.
29Customer Analytics
Notices and Disclaimers (con’t)
Information concerning non-IBM products was obtained from the suppliers of those products, their published announcements or other publicly
available sources. IBM has not tested those products in connection with this publication and cannot confirm the accuracy of performance,
compatibility or any other claims related to non-IBM products. Questions on the capabilities of non-IBM products should be addressed to the
suppliers of those products. IBM does not warrant the quality of any third-party products, or the ability of any such third-party products to
interoperate with IBM’s products. IBM EXPRESSLY DISCLAIMS ALL WARRANTIES, EXPRESSED OR IMPLIED, INCLUDING BUT NOT
LIMITED TO, THE IMPLIED WARRANTIES OF MERCHANTABILITY AND FITNESS FOR A PARTICULAR PURPOSE.
The provision of the information contained herein is not intended to, and does not, grant any right or license under any IBM patents, copyrights,
trademarks or other intellectual property right.
• IBM, the IBM logo, ibm.com, Aspera®, Bluemix, Blueworks Live, CICS, Clearcase, Cognos®, DOORS®, Emptoris®, Enterprise Document
Management System™, FASP®, FileNet®, Global Business Services ®, Global Technology Services ®, IBM ExperienceOne™, IBM
SmartCloud®, IBM Social Business®, Information on Demand, ILOG, Maximo®, MQIntegrator®, MQSeries®, Netcool®, OMEGAMON,
OpenPower, PureAnalytics™, PureApplication®, pureCluster™, PureCoverage®, PureData®, PureExperience®, PureFlex®, pureQuery®,
pureScale®, PureSystems®, QRadar®, Rational®, Rhapsody®, Smarter Commerce®, SoDA, SPSS, Sterling Commerce®, StoredIQ,
Tealeaf®, Tivoli®, Trusteer®, Unica®, urban{code}®, Watson, WebSphere®, Worklight®, X-Force® and System z® Z/OS, are trademarks of
International Business Machines Corporation, registered in many jurisdictions worldwide. Other product and service names might be
trademarks of IBM or other companies. A current list of IBM trademarks is available on the Web at "Copyright and trademark information" at:
www.ibm.com/legal/copytrade.shtml.
30Customer Analytics

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Introducing Journey Analytics

  • 2. Please Note: 2Customer Analytics • IBM’s statements regarding its plans, directions, and intent are subject to change or withdrawal without notice at IBM’s sole discretion. • Information regarding potential future products is intended to outline our general product direction and it should not be relied on in making a purchasing decision. • The information mentioned regarding potential future products is not a commitment, promise, or legal obligation to deliver any material, code or functionality. Information about potential future products may not be incorporated into any contract. • The development, release, and timing of any future features or functionality described for our products remains at our sole discretion. • Performance is based on measurements and projections using standard IBM benchmarks in a controlled environment. The actual throughput or performance that any user will experience will vary depending upon many factors, including considerations such as the amount of multiprogramming in the user’s job stream, the I/O configuration, the storage configuration, and the workload processed. Therefore, no assurance can be given that an individual user will achieve results similar to those stated here.
  • 3. Why focus on the customer journey?
  • 4. Today’s digital consumer is engaged and empowered. Owns four devices, consumes 60 hours of digital content per week Mobile devices are driving growth in social media use –up 37% YTY 1 1 Nielsen 2014 Digital Consumer Report The majority of customer engagement is through journeys. 56% of customer interactions happen during a multi-event, multi-channel journey 2 2 McKinsey 2013 | Customer Journey
  • 5. One of the biggest challenges for marketers today… Understanding how customers interact with their brand across the multitude of interactions regardless of channel, so they can deliver consistent and exceptional customer experiences
  • 6. Customer Experience Gap 6 Source: IBM / Econsultancy study Customer Analytics
  • 7. Why does the customer experience gap exist? Understanding customers requires seeing their entire journey and connecting the dots is difficult. $ 7Customer Analytics
  • 8. …resulting in disjointed customer experiences Marketing eCommerce Service 8 Organizations are fragmented Customer Analytics
  • 9. Which channel did they use What they said What they needed help with …making it difficult to understand what is happening across channels. What they did Where they came from 9 Analytical tools are siloed Customer Analytics
  • 10. Bad customer experiences result in $83 billion in lost sales each year.1 1 Source: ibm.com/press/us/en/pressrelease/41155.wss
  • 11. IBM is the only one providing solutions to meet these challenges and fully understand the customer journey. 11Customer Analytics
  • 12. What is IBM Journey Analytics?
  • 13. 13Customer Analytics Visualize the customer journey across channels to convert insights into impact
  • 14. 14Customer Analytics Collaborate with Journey Designer! Collaboration and sharing with Journey Designer for data driven design of the customer experience
  • 15. 15Customer Analytics Use interactions and audiences from multiple ecosystem solutions and partners
  • 16. 16Customer Analytics Use interactions and audiences from multiple ecosystem solutions and partners
  • 17. What benefits does IBM Journey Analytics offer?
  • 18. Because customer interactions do not occur Independently from each other nor in channel silos Understanding of the Customer Journey as a whole 18Customer Analytics
  • 19. Insights to inform customer-centric experience design Because designing exceptional customer experiences is a collaborative process 19Customer Analytics
  • 20. Improvement of business outcomes Because exceptional customer experiences Increase loyalty and customer lifetime value 20Customer Analytics
  • 21. For whom is IBM Journey Analytics designed?
  • 22. • Assemble and manage creative and offers • Understand use/reuse of creative and offers • Ability to test (A/B or MVT) Our Customer Engagement Framework describes the creation and delivery of integrated omni-channel customer engagements • Sequence multiple interactions within an Experience Map • Specify channels, creative, and offers for each interaction • Align Goals to market segments • Set Objectives for each interaction • Allocate budget & expense to achieve Objectives & Goals • Identify Preferences • Understand Customer Journeys • Define Market Segments • Collect data and behaviors for reporting within Optimize & Understand • Enhance the context for the next engagement • Develop views, reports, and executive dashboards • Financial impact of Plans, Goals, and Objectives 22Customer Analytics
  • 23. Ann Customer Experience Designer Carlos Creative Manager Anthony Customer Data Analyst Patty Marketing Operations Planner Evan Channel Owner Edward Performance Analyst Tom VP Marketing Marketing personas 23Customer Analytics
  • 24. How does IBM Journey Analytics work?
  • 25. IBM’s interaction and audience syndication capabilities empower marketers with streamlined access to connected omni-channel customer context Business users can focus on using customer context rather than the complexities of assembling that context Customer context is continuously exchanged across an organization’s solution ecosystem IBM Commerce and partner network ecosystem deliver a robust contextual view of the customer for insights and engagement 25Customer Analytics
  • 26. Customer Data Digital Data eMail Partners Focused on the centralized exchange of customer interactions & audiences, includes partner pre-integration and certification 26Customer Analytics
  • 27. • Discover how customers are interacting with your brand today • Leverage insights about actual customer journeys to inform customer experience design Key Takeaways 27Customer Analytics
  • 29. Notices and Disclaimers Copyright © 2015 by International Business Machines Corporation (IBM). No part of this document may be reproduced or transmitted in any form without written permission from IBM. U.S. Government Users Restricted Rights - Use, duplication or disclosure restricted by GSA ADP Schedule Contract with IBM. Information in these presentations (including information relating to products that have not yet been announced by IBM) has been reviewed for accuracy as of the date of initial publication and could include unintentional technical or typographical errors. IBM shall have no responsibility to update this information. THIS DOCUMENT IS DISTRIBUTED "AS IS" WITHOUT ANY WARRANTY, EITHER EXPRESS OR IMPLIED. IN NO EVENT SHALL IBM BE LIABLE FOR ANY DAMAGE ARISING FROM THE USE OF THIS INFORMATION, INCLUDING BUT NOT LIMITED TO, LOSS OF DATA, BUSINESS INTERRUPTION, LOSS OF PROFIT OR LOSS OF OPPORTUNITY. IBM products and services are warranted according to the terms and conditions of the agreements under which they are provided. Any statements regarding IBM's future direction, intent or product plans are subject to change or withdrawal without notice. Performance data contained herein was generally obtained in a controlled, isolated environments. Customer examples are presented as illustrations of how those customers have used IBM products and the results they may have achieved. Actual performance, cost, savings or other results in other operating environments may vary. References in this document to IBM products, programs, or services does not imply that IBM intends to make such products, programs or services available in all countries in which IBM operates or does business. Workshops, sessions and associated materials may have been prepared by independent session speakers, and do not necessarily reflect the views of IBM. All materials and discussions are provided for informational purposes only, and are neither intended to, nor shall constitute legal or other guidance or advice to any individual participant or their specific situation. It is the customer’s responsibility to insure its own compliance with legal requirements and to obtain advice of competent legal counsel as to the identification and interpretation of any relevant laws and regulatory requirements that may affect the customer’s business and any actions the customer may need to take to comply with such laws. IBM does not provide legal advice or represent or warrant that its services or products will ensure that the customer is in compliance with any law. 29Customer Analytics
  • 30. Notices and Disclaimers (con’t) Information concerning non-IBM products was obtained from the suppliers of those products, their published announcements or other publicly available sources. IBM has not tested those products in connection with this publication and cannot confirm the accuracy of performance, compatibility or any other claims related to non-IBM products. Questions on the capabilities of non-IBM products should be addressed to the suppliers of those products. IBM does not warrant the quality of any third-party products, or the ability of any such third-party products to interoperate with IBM’s products. IBM EXPRESSLY DISCLAIMS ALL WARRANTIES, EXPRESSED OR IMPLIED, INCLUDING BUT NOT LIMITED TO, THE IMPLIED WARRANTIES OF MERCHANTABILITY AND FITNESS FOR A PARTICULAR PURPOSE. The provision of the information contained herein is not intended to, and does not, grant any right or license under any IBM patents, copyrights, trademarks or other intellectual property right. • IBM, the IBM logo, ibm.com, Aspera®, Bluemix, Blueworks Live, CICS, Clearcase, Cognos®, DOORS®, Emptoris®, Enterprise Document Management System™, FASP®, FileNet®, Global Business Services ®, Global Technology Services ®, IBM ExperienceOne™, IBM SmartCloud®, IBM Social Business®, Information on Demand, ILOG, Maximo®, MQIntegrator®, MQSeries®, Netcool®, OMEGAMON, OpenPower, PureAnalytics™, PureApplication®, pureCluster™, PureCoverage®, PureData®, PureExperience®, PureFlex®, pureQuery®, pureScale®, PureSystems®, QRadar®, Rational®, Rhapsody®, Smarter Commerce®, SoDA, SPSS, Sterling Commerce®, StoredIQ, Tealeaf®, Tivoli®, Trusteer®, Unica®, urban{code}®, Watson, WebSphere®, Worklight®, X-Force® and System z® Z/OS, are trademarks of International Business Machines Corporation, registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the Web at "Copyright and trademark information" at: www.ibm.com/legal/copytrade.shtml. 30Customer Analytics