IBM UBX | IBM Learning

IBM Commerce
Learning Academy 2015
13-16 October|Dublin, Ireland|#ibmlearning
Marketing Session 08
UBX Part 1 - Overview and use-cases
for marketing data exchange ecosystem
Nimesh Bhatia, IBM Commerce
#IBMCommerce

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© 2015 IBM Corporation 2
Please note #ibmlearning
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Agenda
1. Background
2. Overview of UBX
3. Demo
4. Use-cases
5. UBX API
6. Event Taxonomy
7. How to participate in UBX ecosystem
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#ibmlearning
Why is an open data exchange so
important?

#ibmlearning
#ibmlearning
42% of Customer Data comes from External Sources
Source: Gartner's Data-Driven Marketing Survey, 2013

#ibmlearningBusiness cannot consume 90% of collected data due to
organizational silos.
…resulting in disjointed customer experiences
Marketing eCommerce Service
1 Gartner Big Data Analytics survey 2014
© 2015 IBM Corporation

#ibmlearning
7
LOB clients are challenged to understand customer behaviors and journeys that
are essential to omni-channel engagement
Fragmented Vendor Landscape
 Innovation is outpacing consolidation
 No single vendor provides the
capabilities expected by the customer
Restrictive Competitor Ecosystems
 Competitor ecosystems are closed and
proprietary
 Requires central Cloud data repository
SAP
Oracle
Adobe
SFDC
Limited Insights
 Unable to know customers as
individuals and in context
 Complex and costly infrastructure
due to custom integrations

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UBX empowers marketers with streamlined access to a connected omni-channel view
of the customer journey
Business users can focus on
using customer context rather
than the complexities of
assembling that context
Customer context is
continuously exchanged
across an organization’s
solution ecosystem
IBM Customer Analytics and
partner network ecosystem
delivers a robust contextual
view of the customer for
insights and engagement
IBM Universal Behavior Exchange (UBX)

#ibmlearningUBX API integrators are critical in building a robust
ecosystem and building exceptional customer experiences
API Integrators Ecosystem Business Users
Build an omni-channel
ecosystem of solutions by
implementing UBX APIs
Syndicate events and
audiences to optimize
analytic and engagement
activities

#ibmlearningUBX addresses business use cases by syndicating customer
event, profile, and audience data across the ecosystem
Understand customers contextually by exchanging
customer event and audience data across the UBX
ecosystem
Deliver competitive advantage with personalized
experiences – online and offline
Audiences
C
O
N
N
E
C
T
S
E
N
D
 
Events
Journeys
Customer Service
Mobile
Alerts
Analytics
Owned Media
Social
Social
Cart
Mobile
R
E
C
E
I
V
E
Email
Universal Behavior Exchange

Identifiers

#ibmlearningEcosystem Use Cases
Use Case Events/Audiences Ecosystem participants
Leverage paid media to engage customer on third party sites with
optimized offer recommendations
Customer ID sync, recommended
offers, viewed offer, accepted
offer, rejected offer
MediaMath, TTD, Interact, Engage
Enhance customer profiles with rich social login customer data to
improve omnichannel customer marketing & engagement
Login, logout, likes, comments Gigya, Engage, (Campaign)
Build data-driven omni-channel marketing activities triggered by
Mobile Customer Engagement events
App opened,
uiPushEnabled/Disabled,
richContentOpened,
URL/Phone # click
Mobile Customer Engagment (Xtify),
Engage, Campaign
Build data-driven omni-channel marketing activities triggered by
Mobile Wallet events
Mobile wallet add/delete
items/offers, offer
redemptions, loyalty card
actions
Vibes, Engage
Enhance customer loyalty leveraging results of omni-channel
marketing activities, customer scoring and behavior
Email offers and responses, web
offers and clicks
Exchange Solutions, Engage, Digital
Analytics
Drive leads and sales opportunities in CRM based on significant
customer website & ecommerce events
Cart purchase, cart abandon,
conversion, conversion
abandon
Digital Analytics, SugarCRM
Retarget customers with relevant offers by syndicating audiences
from Digital Analytics or Silverpop to Facebook
Stagnant customer segments that
qualify for retargeting
FB Custom Audiences, Digital Analytics,
Silverpop

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1. Customer visits
company web site
Build data-driven omni-channel marketing activities
triggered by subscribed Digital Analytics web events
Cart Purchase Abandoned Conversion Searched Site
Cart Abandonment Product View
Additional GA Events
Conversion Visited Site
4. UBX sends recognized web
events to a subscriber
2. Web event publisher determines
recognized web events to publish to UBX
3. Publisher endpoint calls UBX
API and publishes customer
events as they happen
5. Subscriber endpoint
leverages web events to
engage customers with
relevant content
Company Website

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1. Client user identifies a
stagnant audience that
may benefit from
retargeting activities.
Retarget customers with relevant offers by syndicating
audiences from an audience publishers to a DSP destination
2. An eligible audience
segment is created (e.g.
Digital Analytics or Silverpop)
Field
Mapping
Identity
Mapping &
Hashing
Scheduler
3. Audiences will be exported
if they are scheduled for
syndication in UBX
4. UBX will prepare an
audience payload for a
destination using the identity,
hash, and field mapping set up
by a user for a scheduler
cadence
Audience
5. UBX sends the audience
at the scheduled cadence
setup by a user
6. UBX APIs used to send
an audience to an
endpoint destination
7. Client user sets up an audience
in DSP for retargeting
8. DSP will display ads in paid
media web sites for the
qualifying audience contacts
Publisher Website

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UBX Demo
Customer Experience

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Overview of UBX APIs

#ibmlearningEndpoint integrators can choose how to participate in
the UBX ecosystem by implementing public APIs
Event Syndication Audience Syndication
Syndication of customer-level, omni-
channel events for real-time
engagement and analytic activities
• Event Publisher
• Event Destination
• Event Publisher and Destination
Syndication of target audience segments
for engagement and analytic activities
• Audience Publisher
• Audience Destination
• Audience Publisher and Destination

#ibmlearningPublic APIs allow integrators to participate as UBX event
and/or audience syndication endpoints
endpoint
eventtype
event
Registers an endpoint as a publisher or destination
using an authentication key
Registers an endpoint event type available for
syndication
Pushes customer interaction date in real time
subscription
notification
Notifies publishers when there is an active event
subscriptions for their endpoint so they can send
data
segment Manage, publish and consume audience segments

#ibmlearning
APIs
Event Syndication
High level steps to become Event
Publisher/Subscriber Endpoint

#ibmlearningRegistering a new endpoint for a client’s ecosystem
Register new
endpoint
Authentication
key for partner
endpoint

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API : Endpoint
https://pilot-ubx-api.adm01.com/v1/endpoint
Header
Content-Type: application/JSON
Authorization: Bearer c582232f-xxxxx-40b6-xxxxx-19f3a5fd9264
Body
{
"providerName" : "IBM",
"name" : "AppPublisher",
"description" : "App Publisher",
"endpointTypes" :
{
"event" : { "source" : { "enabled" : true },
"destination" : { "enabled" : false }
}
}
"marketingDatabasesDefinition":
{ "marketingDatabases":
[ {
"name":"marketingDBSource1",
"identifiers":
[
{ "name":"Email" , "type":"email" }
],
"attributes":
[
{ "name":"MailSendTime", "type":"MailSendTime", "isRequired":true },
{ "name":"Email", "type":"email", "isRequired":true },
{ "name":"CustID", "type":"CustID", "isRequired":true },
]
} ] } }

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Marketing Database
The identities section of a marketing
database facilitate joining identities across
different endpoints.
For example, if an endpointA has a field
called “home_emailaddress” of identity-type
‘email’ and endpointB has a field called
“work_emailaddress” also of type ‘email’,
UBX will join records across these two
endpoint when an event comes in with the
same value for both those fields.
In order to ensure data integrity, joins will be
done across endpoints only when identifier
are described in the marketingDatabases.
{
"marketingDatabases":
[ {
"identifiers":
[
{ "name":“workEmail" , "type":"email" },
{ "name":“smdID" , "type":“phone" }, ],
"attributes":
[
{ "name":"MailSendTime", "type":"MailSendTime",
"isRequired":true },
]
} ]
}

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API : EventType
https://pilot-ubx-api.adm01.com/v1/eventtype
Header
Body
{"code" : "emailOpen",
"name" : "emailOpen",
"description" : "e-mail description",
"attributes":[
{"name":"eventName","type":"string"},
{"name":"messageId","type":"number"},
{"name":"subjectLine","type":"string"}
]
}

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Syndicating events
Open event
subscription
wizard
Go to the
Events Tab

#ibmlearningEnabling event syndication to a destination from publisher’s
inventory of recognized events
Select a
destination for
the event
Select recognized
events from a
publisher
Confirm
selections
Enable
subscription

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View and manage active event syndications

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26
API : Publish Event
https://pilot-ubx-api.adm01.com/v1/event
Header
Body
{"channel":"email",
"identifiers":[
{"name" : "email",
"value" : “My_x32423992@gmail.com"
} ],
"events":[
{"code" : "emailOpen",
"timestamp" : "2015-19-16T11:07:12Z",
"attributes" :[
{ "name" : "eventName",
"value" : "Email Open",
"type" : "string"
},{
"name" : "messageId",
"value" : 1,
"type" : "number"
},{
"name" : "subjectLine",
"value" : "subject line instance",
"type" : "string"
} ] } ]
}

#ibmlearning
APIs
Audience Syndication
High level steps to become Audience Segment
Producer/Destination Endpoint

#ibmlearning
Registering a new endpoint for a client’s ecosystem
Register new
endpoint
Authentication
key for partner
endpoint

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29
API : Segment Endpoint
https://pilot-ubx-api.adm01.com/v1/endpoint
Header
Body
{
"name" : "SilverPop Engage",
"description" : "Siverpop Engage Segments",
"providerName" : "IBM",
"url" : "https://segment-sp-pilot.ubx.ibmmarketingcloud.com/SPEndpoint",
"endpointTypes" : {
"segment" : { "source" : { "enabled" : true } }
},
{
"marketingDatabases":
[ {
"identifiers":
[
{ "name":"Email" , "type":"email" }
],
"attributes":
[
{ "name":"MailSendTime", "type":"MailSendTime", "isRequired":true },
]
} ] } }

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30
Syndicating audiences
Open audience
sharing wizard
Go to the
Audiences Tab

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31
API : Endpoint -> segments
GET {endpoint.url}/segments
Sample response:
{"responseStatus" : "success",
"result" :
{
"totalCount" : 235,
"data" :
[
{"id" : 38916,//required
"name" : "Holiday week's abandoned carts",//required
"description" : "All abandoned shopping carts during holiday period“
},
{"id" : 44252,
"name" : "Last week's abandoned carts",
"description" : "All abandoned shopping carts from last week“
},
....
{"id" : 89525,
"name" : "Today's abandoned carts",
"description" : "All abandoned shopping carts from today“
}
]
}
}
Get list of segments - Returns a lightweight version of the segment definition. The name
and the description of the segments will show in the user interface as the user browses for
segments. The segment’s id will be used for subsequent API requests for that segment :

#ibmlearning
Initiating audience syndication to a destination from a
publisher
Select an
audience
destination
Confirm
selections
Go to next
step
Select target
audience from a
publisher

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Map the
identifiers
Map the
attributes
Confirm
selections
Go to next
step
Mapping identifiers and attributes for an audience
syndication

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Select a run
schedule for an
audience Share an
audience
Set a run schedule and share an audience

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Manage scheduled
audience sharing
jobs
View active and
historical audience
sharing jobs
35
Manage audience sharing jobs

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36
Segment and Job APIs for Segment Producer
Return a list of segments (ids, names and descriptions only)
GET /segments
Return detailed meta data about a specific segment
GET /segments/{segmentId}
Export the segments data
GET /segments/{segmentId}/data
Create a new job to export the data for the segment in the post body
POST /jobs
Return the status of an asynchronous segment export job
GET /jobs/{jobId}
Return the segment data that was exported for the segment export job
GET /jobs/{jobId}/data/{dataId}
APIs needs to be implemented by segment producer

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Segment and Job APIs for Segment Destination
Create a new segment and return the id of the newly created segment
POST /segments
Add new contacts to the segment with the specified segment id
POST /segments/{segmentId}/data
Replace all contacts in the segment with the specified segment id
PUT /segments/{segmentId}/data
APIs needs to be implemented by segment subscriber

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Segment Export Process - how the UI connects up to the APIs
1. When a user elects to share segments a segment dialog is shown which loads
segment definitions from ‘GET /segments’ API of the segment producers.
2. After a user selects the segment they may click an ‘info’ icon next to the segment
to view its details. This will call the Endpoint API to retrieve segment details using
‘GET /segment/{id}’ API.
3. After a user selects a segment to export and chooses a destination endpoint they
click ‘Next’ and select an identity schema and (optionally) additional attributes to
export. Options to select identity schemes and additional attributes come from
the endpoint’s MarketingDatabase schemas that it declared during endpoint
registration. A segment producer can also (optionally) provide this info via the
‘GET /segment/{id}’ API.
4. When a user clicks ‘Share’ UBX put the job on the job queue to export the
segment and use Job APIs to manage scheduled jobs.

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Other APIs & Services

#ibmlearning
An integrator implements an API that pushes customer events when there is an active destination
request. Events are pushed only when an active subscription exists for an event.
Events
BehaviorsCustomer
Audiences
Identifiers Joined by a
common ID
Identifiers
Notification of active subscriptions
POST /event
Subscription Notification

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Identity service use the identifiers in the event and audience payloads to join identities, assign a
master id, and consolidate master ids when identity joins are enhanced over time by additional
identifier information
Events
BehaviorsCustomer
Audiences
Events, Audiences and
Identity
common ID
Exchange
Identifiers
Identity Service

#ibmlearning
home_email  Email {join, store, hash, share}
work_email  Email {join, store, hash, share}
other_email  Email {join, store, hash, share}
Capture keys and values that uniquely identify the Identities gathered from processed
events.
When events are received that reference multiple identifying keys, cross-links are
established between identities
Internal processes locate and merge existing identities
Arbitrary correlations between different identifier keys can defined by endpoint
metadata
Identity Service – how it works

#ibmlearning
Shorten the time to value by uploading bulk list of identity mappings that will improve identity
joins.
common ID
Identity Bulk load

#ibmlearning
UBX Event Taxonomy

#ibmlearningThe type of event publishing supported by an endpoint
will depend on use cases and the flexibility of subscribers
Custom Events
• Independently defined by a
publisher
• Do not adhere to a recommended
event structure
• Provide flexibility for publishers to
define events in the context of their
organizations
• Still requires adherence to UBX JSON
requirements
• Adoption requires that subscribers
can ingest a variable event definition
Recognized Events
• Predefined set of event attributes
• Channel-specific (e.g. email, social)
• Describe generally accepted customer
interactions and behaviors
• Relevant across organizations
• Broad applicability
• Event definition is more restrictive
• Allow for easier adoption for
subscribers that require an anticipated
event structure

#ibmlearningAll recognized events should consist of mandatory,
recognized, and best practice attributes
• The channel where the
event originated (e.g. web,
mobile, email)
• Array of name/value pairs
for customer identifiers
• A code matching a
registered event type
• Date and time when an
event occurred
• Array of mandatory, best
practice, and event-specific
attributes
Mandatory Recognized
• Name/Value pairs for the
attributes that specifically
describe an event within a
channel:
• Email: subject line,
URLs, bounce type
• Web: cart purchase
details, product
category, session time
• Social: body of a post,
sentiment score
• Etc.
Best Practice
• Name/value pairs that
provide a marketer context in
order to understand the
relevance of an event:
• Sub Channel
• Device
• Platform
• Browser type
• Campaign code
• Offer code
• Geo location
• Etc.

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47
Types of UBX recognized events
Web
• Cart Purchase
• Cart Purchase Item
• Cart Abandonment(1)
• Cart Abandonment Item
• Conversion
• Abandoned Conversion
• Product View
• Searched Site
• Registration
Mobile
• App Install
• App Uninstall
• Session Start
• Session End
• App Push Enabled
• App Push Disabled
• App Opened - Simple
• App Click
• App Opened - Rich
• App Phone Num Click
Paid Media / Ad Tech
• Matched Identity
• Recommended Offer
• Viewed Offer
• Accepted Offer
• Rejected Offer
Social
• FB Post
• FB Comment
• FB LikePost
• FB LikePage
• Twitter Shared
• Twitter Retweeted
• Twitter Tweeted
• Twitter Mentioned
• Twitter Replied
• Twitter Followed
• Twitter Favorited
Location
• Entered a Zone
• Exited a Zone
• Dwelled in a Zone
Email
• Email Send
• Email Open
• Email Click
• Email Bounce
• m.Wallet – View Item
• m.Wallet – Install Item
• m.Wallet – Remove Item
• SMS List Opt-in
• SMS List Opt-out
• Instagram Comment
• Instagram LikePost
• Viewed Coupon
• Claimed Coupon
• Redeemed Coupon

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48
Types of UBX recognized events, continued
Contact Center
• Talked to an Agent
• Voice Message Analysis
• Self Service
• Automation Trigger
• Customer Case
• Open Case
• Assign Case
• Resolved Case
• Cancel Case
• Update Case
• Live Chat
Mobile Struggle
• Usability Process Struggle
• Usability Process Struggle
• Business Process Struggle
• Business Conversion Struggle
• Environmental Struggle
• Performance Struggle
CRM
• Lead
• New Lead
• Cancelled Lead
• Qualified Lead
• Opportunity
• Opportunity Qualified
• Opportunity Developed
• Opportunity Lost
• Opportunity Won

#ibmlearningExample of Recognized Email Event
Mandatory channel, identifier, event code, timestamp
“channel”:“Email”
“name”:“email”,“value”:”mywork@example.com”
“code” : “emailOpen”
“timestamp”:“2010-07-29T13:33:59.028Z”
Recognized email event attributes
“name”:“eventName”,“value”:“Email Open”,“type”:“String”
“name”:“description”,“value”:“An email open event”,“type”:“String”
“name”:“messageId”,“value”:“11835”,“type”:“String”
“name”:“messageTemplateId”,“value”:“52”,“type”:“Number”
“name”:“reportId”,“value”:“5”,“type”:“Number”
“name”:“subjectLine”,“value”:“This is a subject line”,“type”:“String”
“name”:“messageName”,“value”:“2015 Q4 Email Campaign”,“type”:“String”
“name”:“docType”,“value”:“html”,“type”:“String”
Best practice attributes
“name”:“interactionType”,“value”:“Non-Revenue”,“type”:“String”
“name”:“subChannelName”,“value”:“Mobile”,“type”:“String”
“name”:“deviceType”,“value”:“Tablet”,“type”:“String”
“name”:“vendor”,“value”:“Apple”,“type”:“String”
“name”:“OS”,“value”:“iOS”,“type”:“String”
“name”:“browserName”,“value”:“Safari”,“type”:“String”
“name”:“campaignCode”,“value”:“c1001”,“type”:“String”

#ibmlearning
Participate in UBX Ecosystem

#ibmlearningThree ways to participate in UBX ecosystem
• Engage UBX product
management and
document use cases
• Define recognized events
• Review API documentation
• Begin API integration
• Testing and validation
• Enable production use
IBM Solutions Partner Solutions
• Join IBM PartnerWorld
• Document use cases
• Define recognized events
• Review API documentation
• Begin API integration
• Testing and validation
• Technical validation of
integration
• Receive UBX certification
• Enable production use
Client Users
• Buy IBM Commerce solution
or request online access for
an eligible IBM entitlement
• Receive user credentials and
automatic registration of
entitled IBM SaaS endpoints
• Start using UBX
• Generate authentication key
and register other integrated
business partner endpoints,
custom client endpoints, or
IBM on premise endpoints

#ibmlearning
•Join IBM PartnerWorld as an
ISV
•Create a solution entry in the
IBM Global Solution Directory
•Nominate the solution to the
Ready for IBM Commerce
validation program
1 Join IBM
PartnerWorld
•Gather information about your
solution and its associated
collateral
•Complete validation checklist
about your solution
•Obtain access to UBX pilot
environment
•Implement and test UBX APIs
•Arrange solution demo with
IBM
2 Technical Validation
•UBX integration solution
featured in PartnerWorld
•Promote integration from
pilot to production
environment
•Enable solution for IBM
Commerce clients
3 Production
52
Overall process of participating in IBM Universal Behavior Exchange
eco-system

#ibmlearning
Nimesh Bhatia
Thank you very much.
IBM
IBM Commerce
nbhatia@us.ibm.com
Paul Konigsberg
#ibmlearning
IBM
IBM Commerce
pkonigsb@us.ibm.com

#ibmlearning
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For Additional Information
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