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IBM Enterprise Marketing Management


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Presentazione di Unica all'evento Smarter Commerce del 9 maggio 2011

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IBM Enterprise Marketing Management

  1. 1. Francesco Meloni IBM Enterprise Marketing Management 09/05/2011 IBM Confidential © 2011 IBM Corporation
  2. 2. Bringing Science to the Art of MarketingIBM Enterprise Marketing Management Our EMM Offerings IBM’s Enterprise Marketing Management solutions offer proven web and customer analytics, event detection, cross-channel campaign management, interaction management, online ad/search optimization, email marketing, and marketing resource management. Customer and Partner Success Product Leadership Over 2,500 organizations worldwide Meeting the needs of: Tens of thousands of total users – Cross-channel marketers – Online marketers Extensive service offerings – Marketing services >200 partners Two deployment models: – On Premises – SaaS The recognized leader in marketing software solutions Our Mission To power the success of every marketing organization with innovative technology solutions22 © 2011 IBM Corporation
  3. 3. Bringing Science to the Art of Marketing More than 2500 Organizations Worldwide Depend on IBM’s EMM Solutions Travel / Healthcare & Financial Telecom Retail / Catalog B2B / High Tech Hospitality Insurance3 © 2011 IBM Corporation
  4. 4. Bringing Science to the Art of Marketing Marketing’s Evolving Role Awareness Demand Generation Consideration, Preference, Transact Prospects Customer Customer Engagement Customers Experience Energized, Delighted, Quality, Fans, Broadcasters Consistency, Convenience4 © 2011 IBM Corporation
  5. 5. Bringing Science to the Art of Marketing New marketing must… Engage each customer and prospect in a cross-channel dialogue that builds upon their past and current behavior IBM’s Enterprise Marketing Management Capability Framework5 © 2011 IBM Corporation
  6. 6. Bringing Science to the Art of Marketing IBM’s Enterprise Marketing Management Comprehensive suite of marketing management capabilities Awareness Decisioning Execution Web and Digital Segmentation eMail Analytics Offer Inbound Event Management Integration Detection Interaction Distributed History Marketing Predictive Real-time and Lead Routing Analytics Behavioral Targeting and Monitoring Visual Contact Online Ad/Search Exploration Optimization Bid Management Integrated Marketing Operations Facilitates collaboration and cross-channel planning,& Plans & Facilitates collaboration andData & People & Measurement cross-channel design, execution, and measurement Budgets design, execution, and measurement. planning, Processes Assets Performance6 © 2011 IBM Corporation
  7. 7. Bringing Science to the Art of Marketing EMM Enterprise: A Comprehensive Marketing Suite Awareness Decisioning Execution BehaviorDetailed Daily Detection Segmentation and Offer Management DistributedTransactions Marketing Behavior Patterns Detected Lead Online Ad Management WebServer Customer/ Web eMail Management Analytics Contact Optimization Predictive Modeling Best Offers Call POS Web Center Cust. On-Line Real-time Behavior Context Targeting Contact and Identified CustomerData Sources Likely Targets Customer Behavior Warehouse Response History Integrated Marketing Operations Financial F/C People & Process Planning Management 7 © 2011 IBM Corporation
  8. 8. Bringing Science to the Art of MarketingUnica Campaign CAMPAIGN MANAGEMENT software: Used to plan, design, execute, measure and analyze personalized marketing campaigns Capable of managing all types of large-scale, multi-wave and cross-channel campaigns Creates a “marketing system of record” for offers, segments and interaction history Recognized best-of-breed functionality, scalability and record of customer success Serves as integration hub for add-on modules: – Email marketing – Contact optimization – Real-time interactions – Distributed marketing8 8 © 2011 IBM Corporation
  9. 9. Bringing Science to the Art of Marketing Unica Optimize CONTACT OPTIMIZATION software: Determines the optimal contact strategy for each customer Uses powerful, integrated algorithms Balances business objectives and constraints with customer preferences and history Achieves maximum overall marketing ROI while satisfying the need of individual product lines and businesses9 © 2011 IBM Corporation 9
  10. 10. Bringing Science to the Art of Marketing Unica Detect Is Detect? What EVENT- EVENT-BASED MARKETING software: – Monitors customers’ granular transaction data and identifies meaningful behavioral changes – Alerts lead management or campaign management systems – Can work with overwhelmingly large volumes of data without requiring heavy additional IT investment – Comes with a library of trigger definitions and tools to define and build new triggers10 © 2011 IBM Corporation
  11. 11. Bringing Science to the Art of MarketingUnica Marketing Operations MARKETING OPERATIONS software: – Captures marketing plans plans, programs, campaigns, and jobs – Manages financials resources, financials, and performance metrics – Streamlines marketing processes using best practice templates. – Provides insight through reporting and calendaring11 11 © 2011 IBM Corporation
  12. 12. Bringing Science to the Art of Marketing Unica Interact REAL- REAL-TIME MARKETING software: Presents personalized messages in real-time during inbound interactions Personalization based on: – Existing customer data and new information gained during the interaction – Or, behavioral targeting of anonymous visitors Designed for easy deployment and management (“so easy a marketer can do it”) Meets the most rigorous performance requirements. Up to: – 1,000s of transactions per second – Half-second average response time12 © 2011 IBM Corporation 12
  13. 13. Bringing Science to the Art of Marketing Unica eMessage Unica eMessage is an on premise email marketing solution that seamlessly leverages Unica’s OnDemand infrastructure to provide managed email delivery and deliverability services Faster: fully integrated email solution requiring fewer steps and less manual data movement Easier: less integration work and a single vendor relationship Cheaper: no need to pay premium prices or manage internal infrastructure to get email delivered13 © 2011 IBM Corporation
  14. 14. Bringing Science to the Art of Marketing Interactive Marketing Framework 2 Offline Online Remarketing/ Customer Event-Base Presence Data Campaigns Transactions Event Centralized detection Decisioning 1 Close-loop Search Eng. email Referrals 3 Community PPC Web On-site Behavior 3 Ad Serving Mart behavioral targeting Affiliate Reporting: Improve web experience Email 4 Understand customer behaviors Increase campaign effectiveness Other Promo14 © 2011 IBM Corporation
  15. 15. Bringing Science to the Art of Marketing IBM Enterprise Marketing Management Mission To power the success of every marketing organization with innovative technology solutions15 © 2011 IBM Corporation
  16. 16. Bringing Science to the Art of Marketing Increasing purchases with a focus on customer loyalty automates marketing to increase relevance of messaging, retain customers, and increase basket size and profits Business Need Shift from customer acquisition to building loyalty with Reward Zone program Evolve marketing spend from mass to more personalized Campaigns based on timing, trends, and triggers Real Results 17% increase in operating profit More Effective Campaigns = More, Bigger, Better Baskets − 10% increase in trips to store − 20% increase in shopping basket size − 20% increase in margin Process Improvements − 82% reduction in cycle time, 3x improvement in efficiency © 2011 IBM Corporation
  17. 17. Bringing Science to the Art of Marketing Highly targeted email and direct mail executed by marketers allows marketers to easily create and deliver personalized emails based on segment and web analytics Business Need Provide marketers with the ability to build their own campaigns using both offline and web data Support new channels: email, web, social in a coordinated fashion Replace outdated systems to accommodate multichannel business and large email volumes Real Results Increased the number of email and direct mail campaigns delivered—without increasing headcount − Expanded personalized email marketing to “primary channel” Reduced email costs by 40% compared with previous solution All marketing managers can create and execute campaigns Led to record profits in two consecutive years © 2011 IBM Corporation
  18. 18. Bringing Science to the Art of Marketing Choosing the best offer for customers and profits optimizes offers across in-store kiosks, email, statements, and in-store events to increase revenue and profits Business Need Managing complex, massive loyalty program that includes 82% of the UK’s female population Improving cross channel execution - website, email, kiosk, direct mail Delivering relevant offers to customers that are profitable for Boots and its product suppliers Real Results Highly optimized offers for customers in loyalty program Offers in statements led to double digit increase in incremental sales , coupon response rates and profits In store events led to year over year increase in sales and net profit Test and learn program - ROI achieved in months © 2011 IBM Corporation
  19. 19. Bringing Science to the Art of Marketing Driving smarter marketing with integrated execution coordinates marketing across departments leading to generate fewer more effective campaigns Business Need To coordinate people involved with marketing operations Report information in many ways in order to know the impact one marketing program has on the others. Quantify results Because online traffic accounts for 25% of all sales, O2 needed to build faster and smarter online portal Real Results Better coordination of all involved people in marketing processes Highly adjustable reporting engine to report information in a multitude of ways Can now monitor each user interaction with the portal, and assign a value to the marketing program that brings the visitor to the site Better and faster targeting in addition to the Next Best Offer Engine, all to improve online interactions © 2011 IBM Corporation
  20. 20. Bringing Science to the Art of Marketing From “batch” to real-time marketing Integrated web behavior, email, and rewards history for more effective communications and business results Business Need Customers behaved in real time; IHG marketing focused on batch processing Customers expected a dynamic, relevant, multi- channel approach Large scale operations needed to support millions of customer interactions each day Real Results 250% increase in clicks per day Revenue per impression rose from $0.18 per to $0.77 (400% increase) Moved oversight of transactional email from IT to Marketing One comprehensive marketing platform with integrated email and transactional data Full tracking and reporting with better deliverability, and centralized business ownership © 2011 IBM Corporation
  21. 21. Bringing Science to the Art of Marketing Delivering personalized offers across channels in real time turns inbound interactions into profitable communications Business Need Outbound campaigns were ineffective – not taking advantage of customer initiated interactions Needed to create a single, cross-channel, relationship with each customer Disparate teams managed customer dialogs Needed to reduce marketing costs Real Results Relevant, real-time campaigns drive higher response rates − 85M targeted offers served each day across 5 channels – direct mail, email, web, call center, and branches − €20M increase in earnings expected Lowered direct marketing cost 35% Faster campaign cycle times: from 26 weeks per campaign to just 4 weeks © 2011 IBM Corporation