1. Overview of IBM’s
Cross-channel Marketing Optimisation
solution
Mike Handes
Ronald Li
EMM Solutions Consultant, A/NZ
mhandes@au1.ibm.com
EMM Solutions Consultant, A/NZ
ronaldli@au1.ibm.com
© 2012 IBM Corporation

2. Agenda
1. Why/What?
2. Visualise
3. Summary
Why x-channel marketing?
What can this look like for
your customers?
Path to Marketing Maturity
What do you need for xchannel marketing?
2
What are the benefits?
Online, Offline, & Real-time
© 2012 IBM Corporation

3. How customers behave
social
search
display ad
ad
Web
mobile
email
ATM/kiosk
phone
branch
POS
customer
mail
© 2012 IBM Corporation

4. What they expect: coordinated marketing, integrated experience
social
search
display ad
ad
Web
mobile
email
ATM/kiosk
phone
marketer
branch
POS
customer
mail
© 2012 IBM Corporation

5. What they experience: marketing silos
strategy data
process tech
social
strategy data
process tech
search
strategy data
process tech
display ad
strategy data
process tech
Web
strategy data
process tech
mobile
strategy data
process tech
email
strategy data
process tech
ATM/kiosk
strategy data
process tech
phone
strategy data
process tech
branch
strategy data
process tech
POS
strategy data
process tech
mail
ad
customer
© 2012 IBM Corporation

6. Cross-channel Marketing Optimisation, defined
Cross-channel
Marketing
Engaging each customer and prospect in
a cross-channel dialogue that builds
upon their past and current behavior
dialogues, not silos!
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© 2012 IBM Corporation

7. Framework for cross-channel marketing
Manage
• Budgets
• Projects
Manage budgets and processes and measure results
• Reporting
Analyze
Analyze data
to find actionable
insights
Collect
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Decide
Decide on the best
offer, action or
communication
for each customer
Deliver
Deliver engaging
messages and
capture reactions
Collect data that augments each customer profile
© 2012 IBM Corporation

8. Specific capabilities required for cross-channel marketing
Manage
• Budgets
• Planning & budgeting • Workflow & project management
• Projects
• Performance reporting • Marketing asset management
• Reporting
Analyze
Decide
Deliver
• Predictive
analytics
• Visual data
exploration
• Outbound campaign
management
• Real-time interaction
management
• Email delivery and
deliverability
• Outbound fulfillment
• Event detection
• Response
attribution
• Contact optimization
• Distributed marketing
Collect
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• Interaction history
• Digital behavior
• Inbound touch-point
integration
• Lead routing &
monitoring
• Social & mobile profile
• Access to existing data
© 2012 IBM Corporation

9. Agenda
1. Why/What?
2. Visualise
3. Summary
Why x-channel marketing?
What can this look like for
your customers?
Path to Marketing Maturity
What do you need for xchannel marketing?
9
What are the benefits?
Online, Offline, & Real-time
© 2012 IBM Corporation

10. A sneak peek at tools used by Marketing today
© 2012 IBM Corporation

11. Sylvia’s Experience
Messages (offers)
based on
demographic, location
and policy
24 hours later receives
call with notification of
pre-filled Home &
Contents Insurance
CALL CENTER
Identified as abandoned
application form
eNewsletter – personalised with
service messages relevant to
Sylvia
Sylvia returns to website.
Home & Contents insurance
offer. Clicks through & starts
to complete form, but
abandons
Responses are
measured and recorded
for future campaigns
Sylvia clicks thru – interest
sparked by bushfire
prevention content
Sylvia clicks thru to the
Home Insurance page
Sylvia notifies change of
address – home & contents
insurance is offered
Identify segments of
customers with
behavioural intent
Real-time offer using
offline data and recent
behaviour
Sylvia receives an eMail
with a special offer for
Home Insurance
Sylvia calls the Call Centre –
travel insurance is offered
Sylvia notices an
offer for travel
insurance on
ninemsn
11
Offer syndication to 3rd
party display advertisers
Sylvia searches for travel
insurance – a travel
insurance offer is displayed
Real-time offer using
offline data and current
behaviour
Offer triggered based on
combination of online
behaviour and offline
analytics
© 2012 IBM Corporation

12. How could this work? Demonstration
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© 2012 IBM Corporation

13. IBM Interact (inbound), IBM Campaign (outbound), and IBM Digital Analytics
together are an integrated, centralised decision-making capability
Decide
Deliver
real-time interaction management
Collect
segments
offers
interaction
history
attribution
optimisation
Analyze
outbound campaign management
13
© 2012 IBM Corporation

14. Agenda
1. Why/What?
2. Visualise
3. Summary
Why x-channel marketing?
What can this look like for
your customers?
Path to Marketing Maturity
What do you need for xchannel marketing?
14
What are the benefits?
Online, Offline, & Real-time
© 2012 IBM Corporation

15. Enterprise Marketing Maturity
< 3% Response Rates
< 10% Response Rates
30% Response Rates
Right Time
(Automation)
AdhocSilo’d
Multi-channel
Real-time
 Integrated, high quality data
 Increased focus on analytics
 Campaign efficiency
Campaign
Automation
 Multi Channel Interactions
 Real time Decisioning
 Advanced analytics and modelling
integration
 Simple product driven
marketing
 Limited event based trigger
campaigns
Manual
Processes
NBO with Events
Integrated Multi
Channel
Provision
Simple
Triggers/Events
Product Push
(Offer of the
week)
Outbound / Basic Targeting
Structured
Conversations
Real Time
Integrated Multi
Channel
Real Time
Decisions
Analytics
Optimised
Routing
Complex
Triggers/Events
Micro-Segments
Segment of 1
Right Offer (Profiling)
© 2012 IBM Corporation

16. Logical architecture diagram
Web front end,
integrated suite
Scalable
Application Layer
Powerful Analytics
Services
Robust
Integration Layer
Analytics Services
Interconnection Services
Databases
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Data files
© 2012 IBM Corporation

17. Benefits of Inbound/Outbound Integration & Centralized
Decisioning*
Consistent Customer
Experience
“…inbound/outbound fusion capabilities…will have a substantial impact in the
customer experience area…the ability…to extend a relevant, planned offer
during a spontaneous customer interaction has shown response rates
approaching 10 times that of non-targeted outbound campaigns..”
Increased
Responsiveness
“…combining inbound and outbound customer data will provide more
relevancy, as well an increased visibility into the progress of a campaign, and
the ability to make necessary changes to an ongoing campaign based on
the real-time response and feedback of customers en route.”
Improved Marketing
Measurement
“An integrated inbound/outbound environment will increase the marketer's
ability to capture, measure and provide harder metrics”
Lower TCO
“Integration…will enable the more-effective use of an analyst's or marketer's
time, enabling higher productivity without adding staff…reducing TCO an
average of 15% during a five-year period..”
Increased Revenue
“Inbound/outbound fusion promises more access to customer data from
potentially more channels in which to better segment and target the customer
base…thus leading to higher conversion rates for increased revenue.”
© 2012 IBM Corporation
* Gartner Research, “Five Business Benefits to Be Gained From CRM Multichannel Campaign Management Inbound/Outbound Integration,” by Adam Sarner and Gareth Herschel

18. Why marketers choose IBM Enterprise Marketing Management
Leading Edge
Integrating marketing – online/offline
Real-time inbound marketing
Blend of deployment models (SaaS / on-premise)
Market Leader
A Proven Partner
 Over 2,500 organizations worldwide
 Tens of thousands of total users
 Extensive service offerings
 Meeting the needs of:
– Cross-channel marketers
– Online marketers
– Marketing services
– Merchandisers
 Two deployment models:
– On Premises
– SaaS
 The recognised leader in
marketing software solutions
Our Mission
To power the success of every marketing organisation with innovative technology solutions
© 2012 IBM Corporation

19. http://www.adma.com.au/attend/upcoming-events/engage-2013/
Sydney - http://www.meetup.com/Smarter-Marketing-User-Group-Sydney/
Melbourne - http://www.meetup.com/Smarter-Marketing-User-Group-Melbourne/
Alternatively to RSVP you can email Kim Robertson via kroberts@au1.ibm.com
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© 2012 IBM Corporation

20. © 2012 IBM Corporation