MOB-1298_How to Harness Human Data and Insights to Develop Better Mobile Experiences Using MobileFirst_FInal2
•Download as PPTX, PDF•
0 likes•81 views
IBM's statements regarding potential future products are subject to change without notice and are not commitments to deliver functionality. Information provided about potential future products is intended for general guidance only and should not be relied upon for purchasing decisions. Performance measurements are based on controlled environments and actual user performance may vary depending on configuration and workload.
Recommended
Recommended
More Related Content
What's hot
What's hot (18)
Viewers also liked
Viewers also liked (12)
Similar to MOB-1298_How to Harness Human Data and Insights to Develop Better Mobile Experiences Using MobileFirst_FInal2
Similar to MOB-1298_How to Harness Human Data and Insights to Develop Better Mobile Experiences Using MobileFirst_FInal2 (20)
MOB-1298_How to Harness Human Data and Insights to Develop Better Mobile Experiences Using MobileFirst_FInal2
- 1. Please note IBM’s statements regarding its plans, directions, and intent are subject to change or withdrawal without notice and 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. 10/27/2016World of Watson 20161
- 2. How to Harness Human Data and Insights to Develop Better Mobile Experiences Using IBM MobileFirst Karen He, Portfolio Marketing Manager October 24, 2016
- 3. 3 Imagine if you could answer… What are they doing and why?“ ” What is a unichannel experience relative to a multichannel one? “ ” Where are they in their journey? “ ” What are they interested in? What are their intentions? “ ” Who are their behavior and demographic cohorts? “ ”How does my planned customer experience stack up against actual customer experience? “ ” Where are users struggling? What’s the root cause? “ ” How does their journey alight with my planned milestones and phases? “ ”
- 7. Customer Experience Analytics - Cognitive Bullet point Not as features –Journey Pattern Analysis –Assisted struggle detection –Behavior & Pattern Detection? Cognitive journey analytics unlocks meaning in customer data & speeds time to action Visualizes customer journeys at individual and aggregate levels Unearths user behavior patterns to improve customer experience Automatically detects and evaluates severity of user struggle Unites organizations around the customer with visibility across channels and devices
- 8. Customer Experience Analytics - Cognitive Bullet point Not as features –Journey Pattern Analysis –Assisted struggle detection –Behavior & Pattern Detection? Automate data-driven actions with cognitive systems Customer Experience Analytics Customer Behavior Analytics User Context Analytics Usability Analytics Digital Analytics
- 9. Speeds time to action by unifying mobile analytics in one single platform
- 10. Machine Learning to identify subsequences within the journey
- 11. Unique ability to define any journey and run this analysis
- 12. Statistical analysis on top of the learned subsequences identifies patterns that truly impact the outcome, so a user can quickly understand across journeys
- 13. Understand the impact of struggles on key customer journeys Struggle
- 14. Automatically detects and evaluates struggle data for sessions with little-to- no human intervention
- 15. Identify the root cause of a struggle through the patterns each user exhibited
- 16. Quickly recognize users exposed to highest level of struggle through alerts
- 17. Customer Experience Analytics - Cognitive Bullet point Not as features –Journey Pattern Analysis –Assisted struggle detection –Behavior & Pattern Detection? Automate data-driven actions with cognitive systems Customer Experience Analytics Customer Behavior Analytics User Context Analytics Usability Analytics Digital Analytics
- 18. Like what you saw and want to learn more? Visit us at: Mobile First Booth #639 Cognitive Shopping Booth #730 Cognitive Marketing Booth #240
- 19. Notices and disclaimers Copyright © 2016 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. IBM products are manufactured from new parts or new and used parts. In some cases, a product may not be new and may have been previously installed. Regardless, our warranty terms apply.” 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. 19 10/27/2016World of Watson 2016
- 20. Notices and disclaimers continued 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. 20 10/27/2016World of Watson 2016
- 21. Thank You
Editor's Notes
- Hi, Welcome to World of Watson! I hope you are enjoying the show so far. I am pretty excited to be here with you and share with you on some exciting things we are working right now to help you make smarter decisions on your mobile channels to improve the overall user journey. But first, I’d like to share with you a video that probably resonates with each of you – whether you the person trying to make a purchase or trying to figure out why your customers left.
- The characters in the video had a lot of information and they were still asking each other what’s happening as they saw their customers leaving. They had customer data but were not able to tie in the information so they can use it effectively. Wouldn’t it be nice if we were able to answer some of the less obvious questions like why are customers doing what they are doing, do their behaviors and experiences differ from segments of users based on their demographics. And how are their behaviors in each channel contribute or influence throughout the user journey?
- Just like the video, companies have user data in pieces from multiple tools but it’s there. Some are more obvious than others while some is dark data that needs more analysis and that could potentially take days. Wouldn’t it be great if you had a single platform that allows you to see all user data that pushed from your existing tools and draw immediate, data-driven conclusions so you can make better decisions and drive better customer experiences?
- Well, we can definitely do it with cognitive capabilities enable us to see customer journeys from aggregate to individual levels and find user behavior patterns that stick out and prevent users from accomplishing their goals.
- With cognitive systems and capabilities embedded into customer experience analytics, brands are in a much better position to automate action based on customer insight and grow revenue. We have a full gamut of capabilities embedded in one single user interface that is fueled by cognitive systems. And in this case, we are really highlighting 3 capabilities in this sessions.
- - Doesn’t matter what role you play or which team you are in, you are able to see user data from aggregate level and dive deep into finding out exactly what happens with the users.
- On Checkout page, Kristy can see both struggle score and number of struggling visitors which is trending high. Kristy can also check the top struggling sessions on Checkout page.
- While journeys are helpful in understanding the most frequent, revenue generating or fastest customer journeys to specific outcomes, I want to look across all journeys that fit the outcome I am describing in the journey of study. Find out how to make the user experience better for a specific outcome. At the end of the day. Screen shots don’t have to flow exactly. When What are the three things people are doing. What can I do in the journeys? How can make them to buy faster? The journey can go deeper or more shallow. There will be people who will have struggle, problems and challenges. A lot of visitors and can’t watch every patterns. We have 5 developers can help me change but I need to tell them what to focus on. How can I make this decision. All of us working as a team with one platform where we can collaborate. Making the decisions in the timeframe that we need to. CXA platform High importance patterns.
- On Checkout page, Kristy can see both struggle score and number of struggling visitors which is trending high. Kristy can also check the top struggling sessions on Checkout page.
- On Checkout page, Kristy can see both struggle score and number of struggling visitors which is trending high. Kristy can also check the top struggling sessions on Checkout page. Intelligent struggle detection learns the difference between seamless customer interactions and the points where your online channels disengage with your customers. Automatically detects and evaluates struggle data for sessions and screenview pages with little-to-no human intervention Adjust the severity scale to identify the most critical pages where struggle is prevalent system continues to learn in the background, assessing each interaction in each session in order to adjust the findings as time goes on. Generate session lists with usernames and struggle indicators to re-target specific users Drill down into individual struggle sessions and/or pages for further in-depth analysis using the power of replay
- Later on, the report is generated. Kristy can see the pages with customer struggle, she can rank the pages either by the number of struggling visitors or by the struggle score. Kristy finds out the Checkout page has the highest struggle score. For further investigation, Kristy clicks Checkout page.
- On Checkout page, Kristy can see both struggle score and number of struggling visitors which is trending high. Kristy can also check the top struggling sessions on Checkout page.
- On Checkout page, Kristy can see both struggle score and number of struggling visitors which is trending high. Kristy can also check the top struggling sessions on Checkout page. Intelligent struggle detection learns the difference between seamless customer interactions and the points where your online channels disengage with your customers. Automatically detects and evaluates struggle data for sessions and screenview pages with little-to-no human intervention Adjust the severity scale to identify the most critical pages where struggle is prevalent system continues to learn in the background, assessing each interaction in each session in order to adjust the findings as time goes on. Generate session lists with usernames and struggle indicators to re-target specific users Drill down into individual struggle sessions and/or pages for further in-depth analysis using the power of replay
- With cognitive systems and capabilities embedded into customer experience analytics, brands are in a much better position to automate action based on customer insight and grow revenue.