Transforming Customer Engagement with IBM Universal Behavior Exchange

Brand challenges when engaging customers

3© 2016 IBM

2015

2013

2015

2013

8%

20%

No Change

81%

68%

21%

33%

No Change

66%

54%

19% increase

22% increase

More face-to-face

interactionMore digital /

virtual interaction

New Business models are emerging in every industry and organizations are gearing up to meet the Digital challenge

More focus on

customer as a

segment

More focus on

customers as

individuals

http://www-935.ibm.com/services/c-suite/study/studies/cmo-study/

Customer context is spread across a rapidly growing ecosystem of marketing technology solutions

© 2016 IBM

Customer data is plentiful but leveraging it in meaningful ways is complex, resulting in disjointed brand experiences

Customer Behaviors Brand Engagement Disconnected & Siloed

© 2016 IBM

……

???

Econsultancy Study: The Consumer Conversation – The experience void between brands and their customers

Customers are not relating to brand experiences

???

Relevant Communications

47%of brands say they have a

“strong capability” for providing

relevant communications

35%of consumers say communications

from their favorite brands are

usually relevant

7© 2016 IBM

What are the challenges in engaging customers in context?

Connecting Data across

a range of marketing

technologies / channels

Having it in digestible

format to support

marketing strategies

Available in real time to

engage customers in

context

8© 2016 IBM

It was the best of times,

it was the worst of times…C. Dickens, A Tale of Two Cities

UBX enables behavior based contextual experiences

10© 2016 IBM

IBM Universal Behavior Exchange helps address this challenge

IBM Universal Behavior Exchange helps marketers engage in context with their

customers by connecting customer identities and sharing behaviors in real time

across an ecosystem of Marketing solutions

Provides click-to-connect

capability across IBM solutions

and a range of Partner solutions

Ready to go use cases for “Attract”,

“Acquire”, “Advocate”

Sets a common language – set of

recognizable events that can be

shared across the marketing eco

system

11© 2016 IBM

Publishers Subscribers

Send Events Get Events

Exchange

Event Publishing

Event Subscription

Identity Service

Event Syndication

Audience Syndication

Audience Publishing

UBX

Send AudiencesGet Audiences

UBX connects your marketing ecosystem to deliver an omni-channel customer experience

Partner Network

and more

Partner Network

and more

12© 2016 IBM

With a connected ecosystem, Marketers can anchor their

strategies around customer behaviors

© 2016 IBM

IBM Marketing Cloud

IBM Campaign

IBM Interact

IBM Digital Analytics

IBM Customer Experience Analytics

IBM WebSphere Commerce

The IBM Commerce solutions support for UBX

© 2016 IBM

A growing ecosystem of integrated external business partners

...and several more in progress

How does UBX enable contextual experiences?

16© 2016 IBM

UBX Identity Services connects customer identifiers without the need to build huge data sets for each marketing strategy

UBX

Display

Identity ServiceCookie Id: 24601

email: jane@brainyjaney.comFacebook: jane@brainyjaney.com

MediaMath ID: 01810

Cart abandon eventCookie Id: 24601

Email: jane@brainyjaney.comDate & Time: 10/10/2015 9:45

Product: Samsung 57” Ultra HD TV

Order Total: $2,756

Email Open EventEmail: jane@brainyjaney.com

Date & Time: 10/23/2015 11:30

Subject: New Samsung TVs are here!

Campaign:: Fall Entertainment Program

Doc Type: HTML

© 2016 IBM

17

UBX allows Event & Audience syndication across the Marketing

ecosystem

Audience Syndication

Syndication of target audience segments for engagement and analytic activities

Event Syndication

Syndication of customer-level, omni-channel events for real-time engagement and analytic activities

18© 2016 IBM

Customer behaviors are shared across the ecosystem in a recognizable, digestible context

Email Mobile Paid Media Web Social CRM Contact Location Web

Center Struggle

Email Bounce, Email

Click, Email Open,

Email Opt-out etc.

Recommended Offer,

Viewed Offer,

Accepted Offer etc.

Browse Abandoned

Cart Abandoned

Cart Abandoned Item

Entered Zone, Exited

Zone, Dwelled in a

Zone etc.

Facebook Liked Page,

Instagram Comment

Twitter Shared etc.

Sample. Not Exhaustive…..

New Lead, Qualified

lead, Lost opportunity,

Opportunity etc.

19© 2016 IBM

UBX enables Brands to shift from multi-channel to omni-channel customer experiences

20© 2016 IBM

Click-to-connect integration for

marketers

Event and audience syndication

Pre-integrated, certified partner

network

Better Understand and Engage

with your Customers

Key features of Universal Behavior Exchange (UBX)

UBX use cases

22© 2016 IBM

Find potential new customers through targeted paid media campaigns

Acquisition

Company and

DSP cookie syncTarget audience

UBX

?

Web offers displayedReal-time ad bidding Offer responses

Event & Audience

syndication

IBM Campaign

23© 2016 IBM

Progress audiences more effectively through the buying cycle by re-targeting them with relevant offers

Nurture

Abandoned CartUBX

Re-engage with

compelling offers

IBM Campaign

IBM Marketing Cloud

24© 2016 IBM

Leverage coupon promotions on social channels to convert anonymous individuals into loyal brand customers

Advocacy

View a ”Liked”

Facebook page

UBX

Facebook coupon

accepted

Anonymous individual

Opts-in to CoupSmart

Syndicate customer

behaviors & identityEngage new

customers

To summarize …

26© 2016 IBM

How do you get started?

• Existing IBM Commerce solutions provide entitlement to UBX at no additional cost

• Clients request UBX access based on eligible use cases

• IBM initiates account provisioning process

• UBX users will learn key UBX concepts and tasks through a “welcome” experience

• Register licensed solutions in UBX

• Start syndicating events and audiences across your solution ecosystem

Learn more about UBX at

http://www.ibm.com/universalbehavior

Join the

conversation

Blog, YouTube,

Twitter and Facebook

Thank you!

© 2016 IBM

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