Segments of one \sɛ́gmənts ə́v wə́n\ Micro-segments that target each customer uniquely, allowing the companies to convert visitors into long-term, high-value customers at very high rates.

1. Segments of One
Dr. Dario de Judicibus
dejudicibus@it.ibm.com
+39.335.7622476
14 December 2012
Version 0.40
IBM Corporation © 2012 - All rights reserved

2. Understand each customer as an individual
Brands already know how
to divide their audience
into broad groups
Now it is time to create
unique individual targeting
14 December 2012
IBM Corporation © 2012 - All rights reserved

3. Multichannel commerce no longer makes sense
Customers no longer interact
with companies from a
channel perspective
Instead they interact
through touch points
14 December 2012
IBM Corporation © 2012 - All rights reserved

4. A 360-degree data connection strategy
Transac
tions
Transaction
Data
Orders
Harness and connect the data
not just from traditional
marketing channels
Paymen
t
history
Usage
history
Purchas
e
stage
But from all touchpoints the
company has
Email /
Chat
Call
center
notes
Inperson
dialogs
14 December 2012
Web
clickstreams
Interaction
Data
IBM Corporation © 2012 - All rights reserved

5. Link all the data lying outside your enterprise
Professional
Data
Budget
authorit
y
Transact
ions
Transaction
Data
Orders
Job
history
Customers may voluntarily
offer this data to companies
Paymen
t
history
Professi
onal
member
ships
Usage
history
Offering
preferen
ces
in exchange for a more
personalized, customized,
relevant experience
Purchas
e
stage
Email /
Chat
Preferre
d device
Call
center
notes
Hobbies
Individual
Data
14 December 2012
Social
activity
Inperson
dialogs
Web
clickstreams
Interaction
Data
IBM Corporation © 2012 - All rights reserved

6. Turn your understanding to become predictive
Professional
Data
Budget
authorit
y
Transact
ions
Transaction
Data
Orders
Job
history
To use analytics to predict
needs, desires and propensity
Paymen
t
history
Professi
onal
member
ships
Usage
history
Offering
preferen
ces
Focus on leadership,
culture, skills and
technology platform
Purchas
e
stage
Email /
Chat
Preferre
d device
Call
center
notes
Hobbies
Individual
Data
14 December 2012
Social
activity
Inperson
dialogs
Web
clickstreams
Interaction
Data
IBM Corporation © 2012 - All rights reserved

7. Create value for every individual at every touch
Offer
Product
Increase your ability to be
personal, relevant to customers
Knowledge
by focusing on
human behaviors and
enabling technologies
Advice
Network
14 December 2012
IBM Corporation © 2012 - All rights reserved

8. Ensure that your system of engagement scales
Interact as a company with a
single customer as an individual
do it at massive scale,
and run analytics to determine
what to build next
14 December 2012
Digital Analytics
Customer Segmentation
Customer Predictive Analytics
Attribution Modeling
Business Intelligence
Future portfolio of products, services, knowledge,
and experiences
IBM Corporation © 2012 - All rights reserved

9. Leverage on segments of one
Segments of one
sɛ́gmənts ə́v wə́n
Micro-segments that target each customer uniquely, allowing the
companies to convert visitors into long-term, high-value customers
at very high rates.
Individual leverage
Group leverage
The more the customer interacts with the
brand by any touchpoint, the more the
brand learn about him/her, and the finer
the segmentation gets.
The more the brand can identify other
customers like the one who is interacting
by any touchpoint, the more the brand can
pattern match.
14 December 2012
IBM Corporation © 2012 - All rights reserved

10. Select the right technology
The ability to move an organization to next-best-action marketing is
the result of three significant technology developments coming
together over the last several years:
EIT
SOA
AI
The adoption of performing
infrastructures based on enterprisewide servers, storage arrays, and
complete data centers to efficiently
manage big data.
Increased use of service-oriented
architecture
that
allows
to
incrementally change the systems
and adapt them to the changes of
the marketplace.
The coming of age of artificial
intelligence techniques, which allow
for the creation of model factories
to help achieve better alignment
between IT and business.
14 December 2012
IBM Corporation © 2012 - All rights reserved

11. Be smarter, be holistic
IBM Smarter Commerce and Smarter Analytics offering provides
enterprises with all solutions and competencies necessary to
implement a holistic approach to the new challenges of marketing.
Transform
Align
Anticipate
Business Analytics
& Optimization
Act
Learn
Smarter
Commerce
Social
Business
14 December 2012
IBM Corporation © 2012 - All rights reserved

12. Thank you
14 December 2012
IBM Corporation © 2012 - All rights reserved