In the connected world, the mobile enabled consumer is creating and utilising data in record time. Providing insights into the hands of your customer at the right time can drive value to your customer, to your brand and to your bottom line. Hear how this is being done today from one of our thought leaders in data, analytics and mobile engagement.

1. © 2015 IBM Corporation
The Mobile-enabled consumer
Katrina Read
Analytics Client Architect Leader
IBM Asia Pacific

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© 2015 IBM Corporation
Mobile devices have fundamentally changed daily life
Mobile Devices
Connected to a network
Attached to a real person Real time information
processed
Easily carried anywhere
Mobile Characteristics
Smartphones
Tablets
Wearables
Portable Connected
Personal Intelligent
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e.g. mobile payments and deposits
Extra way to connect
e.g. alerts and notifications
e.g. providing product details
Different mode to provide information
Additional transaction channel
Many organisations view mobile as just another channel
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Likewise, many companies failed to recognise the
internet’s potential
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Just another channel?

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84%of CIOs rate mobility solutions as
a critical area for investment to
get closer to customers
94%of CMOs rank mobility apps as a
critical part of their digital
marketing plans

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The (emotional) State of Digital Shopping!

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18%
of recent purchases were made
online, up from 15% last year.
Globally it’s closer to 29%!
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© 2015 IBM CorporationSource: IBM IBV surveys 2014- 2015, Australia, n= 3,385 Q:21: Last Purchase Channel
As the population ages, more purchases will be made online.
0%
5%
10%
15%
20%
25%
30%
35%
Age18-19
Age20-24
Age40-49
Age30-39
Age25-29
Age50-59
Age60+
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41%
luxury brands
36%
consumer
electronics

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27% of Australians prefer to shop online

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Australians rank retail
sales staff last on their list
of information sources.
① Friends/Family
② Product Experts
③ Reviews on retailer websites
④ Reviews on independent sites
⑤ Manufacturers
⑥ Retail employee / sales staff

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My Message, My Terms!

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78% Australians own a smartphone.

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63%would happily share information with a retailer in
exchange for personalised offers.
Including their location (24%)
and mobile (31%)

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By 2019, 49% of all online
physical goods purchases will be
made with a mobile device

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50%of Australians would prefer to “control”
the identification process
via mobile apps vs automatic recognition (24%)

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A Shopper’s Last, Best Experience!

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26% of Australians
use their own mobile to fix an out of stock issue

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The mobile transformation!

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80% of apps are used once then deleted

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© 2015 IBM Corporation
Analytics is critical to capturing the Mobile-enabled consumer
Systems of
insight
Systems of
engagement
Systems of
record
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IBM Analytics Platform
IBM Predictive Customer Intelligence
IBM MobileFirst
IBM ExperienceOne

26. Lily
Lily launches VT Living app,
browses the natural bamboo
cutting boards and organic
cotton sheets
Drops cotton sheets in her
basket, but closes app without
making a purchase

27. Lily Millennial Female Shopper
Opt-in
Offer 1
Lily receives a concierge
text message at the entrance
Welcome to the Brooklyn store,
Lily! We have the organic cotton
sheets in the Your Home
Department. Click here to view
our Brooklyn Store layout for
your convenience.
Offer 2
After wandering more than
10 minutes in Your Home zone
Receive 10% off select Bamboo
cutting boards. Valid today only!

28. Lily Lily receives a third offer
We appreciate your
business and would like to
offer you free 2 day express
shipping on home soda
makers. No more bottles
to recycle!
Email …
We appreciate your business and would like
to offer you free 2 day express shipping on
home soda makers. No more bottles to recycle!
Love VT Living for rewarding
return customers. Thx for the
deals #FavStore

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IBM MobileFirst simplifies the end-to-end delivery process
for new and existing apps
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Transform
the
value
chain
to
drive
growth
and
ROI
Engage
customers
in
context
by
leveraging
mobile
insights
Protect
and
manage
the
mobile
infrastructure
to
op;mize
performance
Build
and
deploy
mobile
applica;ons
efficiently

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IBM ExperienceOne delivers mobile customer insights
and experiences that differentiate your brand or service
Gain
complete
mobile
visibility
to
op:mize
the
mobile
customer
experience.
Engage
each
customer
in
a
real-­‐:me
dialogue
that
builds
on
past
and
current
behavior.

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IBM Analytics Platform delivers customer insight and
measures success
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New/Enhanced
Applications
All Data
Real-time
analytics
zone Enterprise
warehouse
data mart
and analytic
appliances
zone
Information governance zone
Exploration,
landing and
archive zone
Information
ingestion and
operational
information
zone
What could
happen?
Predictive analytics
and modeling
What action
should I take?
Decision
management
What is
happening?
Discovery and
exploration
Why did it
happen?
Reporting, analysis,
content analytics
Cognitive
Fabric

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IBM Predictive Customer Intelligence delivers
personalised marketing offers to systems of engagement
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Chat
Voice Email
Social
media
Interactive
Voice
Response
Mobile
apps
Short
Message
Service
Web
Big Data
IBM Predictive
Customer Intelligence Enterprise Marketing
Multi-channel
Customer Interactions
HOW?
Interaction data
WHY?
Attitudinal data
WHO?
Descriptive data
WHAT?
Behavioral data
Acquisition models
Campaign response models
Churn models
Customer lifetime value
Market basket analysis
Price sensitivity
Product affinity models
Segmentation models
Sentiment models
Campaigns
Offers
Lead Management
Cross-channel Campaign
Mgmt
Real-time Marketing
Digital Marketing

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34. Identify
high-value opportunities
Establish
the right architecture for business and IT
Prove
value to business leaders through pilot programs
Scale
by expanding to additional use cases
Transform
to a data-driven culture

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• Leverage what you have • Add what you need
• Move at your own pace
• with governance and security

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Are you ready?

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Start Today
Katrina Read
katrina.read@au1.ibm.com
@katsinsight
http://linkedin.com/in/katread
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