Martin Radford

Solutions Consultant ExpOne

Real-Time Marketing

Real-time marketing is marketing

performed “on-the-fly” to

determine an appropriate or

optimal approach to a particular

customer at a particular time and

place

• Delights by anticipating customer needs and desires

• Delivers a smarter, personalized, and timely customer experience

that is rooted in the context for each customer

• Seamless and consistent cross-channel experience that eliminates

the frustration of inappropriate offers

• Promotes the feeling of being known and treated according to their

individual wants and needs

Advantages to customers

74% of online consumers get frustrated with

websites when content appears to have nothing

to do with their interests. (Janrain)

• Increases the success of revenue-generating recommendations,

such as up-sell, cross-sell, and retention

• Empowers customer-facing employees by giving them the optimal

recommendation for each customer

• Engages with customers through the appropriate interaction channel,

exactly when they are most ready for influence e.g. when they are on

your website, in your store or talking with you call centre

• Increases customer satisfaction and loyalty

Advantages to organisations

81% of marketers perceive increase in customer

engagement as the main benefit of real-time

marketing. (Evergage)

IBM enables real-time marketing

Turns every customer touch-point into a channel for the kind of personalised marketing messages previously only delivered through outbound campaigns

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perspiciatis unde omnis iste natuserror sit voluptatem accusantiumdoloremque laudantium, totam remaperiam, eaque ipsa quae ab illo

inventore veritatis et quasi architectobeatae vitae dicta sunt explicabo.Nemo enim ipsam voluptatem quiavoluptas sit aspernatur aut odit aut

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Offer

DETAILS

http://www.voluptatem.quia/maliquam.html

perspiciatis unde omnis iste natuserror sit voluptatem accusantiumdoloremque laudantium, totam remaperiam, eaque ipsa quae ab illoinventore veritatis et quasi architectobeatae vitae dicta sunt explicabo.Nemo enim ipsam voluptatem quiavoluptas sit aspernatur aut odit aut

fugit, sed quia consequuntur magnidolores eos qui ratione voluptatemsequi nesciunt. Neque porroquisquam est, qui dolorem ipsum quiadolor sit amet, consectetur, adipiscivelit, sed quia non numquam eiusmodi tempora incidunt ut labore etdolore magnam aliquam quaerat

Offer or Topic

HOME PAGE

http://www.voluptatem.quia

WWW

“Greetings”reason for call

resolution[authentication]

hold time…

Topic Offer

CALL CENTER

!

How is the personalised message selected?

Different approaches:

• Deterministic: the user programs the logic that makes the selection

• Predictive: algorithms make the selection

DETERMINISTIC

Strengths:

• Gives marketers more

control over results

• Expected results are

easy to see

Weaknesses:

• Time-consuming to

build and maintain

• Limited by marketers’

intuition

PREDICTIVE

Strengths:

• Models do the work

• Self-learning/ self-

improving over time

Weaknesses:

• Takes control from

marketers’ – “black box”

• Performance can be

slowed by processing

requirements

Outbound and Inbound are a single, centralised decision engine

segmentsoffers

contact & responsehistory

attribution

reporting

outbound campaign management

real-time interaction management

Customer DB

Operational Systems

SPSS Modeler

Decision Management

How does it work?

OFFER TREATMENT

• Identify relevant offers for

assigned segment

• Identify relative weighting of offers

by marketer

SCORING / SUPPRESSION

• Retrieve scores from

master score lists

• Use master suppression

lists to filter out offers

• Filter offers based on previous

presentation/outcome

ARBITRATION

• Apply self-learning scores

• Integrated, configurable algorithm

• Algorithm is replaceable

(“pluggable”)

QUALIFICATION & BEHAVIOR ANALYSIS

Dynamic segmentation based on:

• Existing customer data

• Context (session data)

• Web service call-outs

WINNING

Offer

SESSION

DATASEGMENT

Assigned

OFFER

Finalists

w/Scores

CANDIDATE

Offers

?OFFER

Personalization Segments

Java Coding Search Terms

Previous Interest in Integration

Senior IT Director

?

Real-time marketing on a website

?

?

Calls to Interact drive page content

execute Login (0132,

getOffers(WSHomePage,1),

getProfile(0132))

Eligible Segment Recommended Offer

Integration Search Offer A – WAS MQ7

Offer B – SOA Message

Java Coding Terms Business Agility

TCO White Study

Senior IT WAS vs WL ROI …

Score100

100

85

90

96

Example:

A/B Test

Score100100

90

80

98

Identify key patterns in behaviour across interactions

Reacting to built up behaviour over time

Visits “Check out w/o Purchase” 4x in 1 day

Customer wants to buy NOW but hesitates for some reason Offer % off shipping costs to push to purchase

Views several tablet computers in 1 hour

Customer wants to buy tablet computer NOW Help him make a decision and win his business

Views investment page 3x in 1 day

Customer likely wants to make investment NOW If Bank does not react customer likely to invest money elsewhere

Dulux paint

page viewed

on website

Count Event

IBM Interact Advanced Patterns – Event Triggers

Day 1 a.m. Day 1 p.m. Day 2 a.m.

Other page

viewed

InteractPersonalized

Offer Logic

Dulux paint

page viewed

on mobile web

Count Event

A/PPattern

Detection

Other page

viewedDulux paint

page viewed

on website

Count Event

3 Dulux paint pages visited in 2

Days

Trigger Dulux paint

interest Pattern

Post Event Trigger

Dulux

paint Offer

Day 2 p.m.

Other page

viewedOther page

viewed

Other page

viewed

Other page

viewed

Triggers Patterns which are:

• time bound

• can persist for “n” days

• or for a rolling time period

• “Object” saved to system table

• Tracks patterns of customer activity

• Has a memory i.e. tracks events across sessions

• Tracks for each AudienceID (e.g. CustomerID)

• Triggers associated actions that fire when all events occur

Building a pattern

DuluxPageVisited DuluxPageVisited DuluxPageVisited

DULUXINTEREST

Website

DuluxPageVisited

already occurred just occurred waiting to occur

EVENT PATTERN 2

Enhanced Multi-touch Campaigns Using Event Patterns

Dulux Paint

25%

Dulux Paint

BOGOF

Brush Kit

Related

OfferA

Related

OfferB

Related

OfferC

Reject Offer

Accept Offer

EVENT PATTERN 1

EVENT PATTERN 3

Accept Offer

EVENT PATTERN 4

EVENT PATTERN 5

EVENT PATTERN 6

• Extend the interaction outside the inbound channel

• Support the in-channel message

• Enhance the customer experience

Not just in-channel messages

!perspiciatis unde omnis iste natuserror sit voluptatem accusantiumdoloremque laudantium, totam remaperiam, eaque ipsa quae ab illoinventore veritatis et quasi architectobeatae vitae dicta sunt explicabo.Nemo enim ipsam voluptatem quiavoluptas sit aspernatur aut odit aut

perspiciatis unde omnis iste natuserror sit voluptatem accusantiumdoloremque laudantium, totam remaperiam, eaque ipsa quae ab illo

inventore veritatis et quasi architectobeatae vitae dicta sunt explicabo.Nemo enim ipsam voluptatem quiavoluptas sit aspernatur aut odit aut

perspiciatis unde omnis iste natus

fugit, sed quia consequuntur magnidolores eos qui ratione voluptatemsequi nesciunt. Neque porroquisquam est, qui dolorem ipsum quiadolor sit amet, consectetur, adipiscivelit, sed quia non numquam eiusmodi tempora incidunt ut labore etdolore magnam aliquam quaerat

Offer 1

DETAILS

http://www.voluptatem.quia/maliquam.html

perspiciatis unde omnis iste natuserror sit voluptatem accusantiumdoloremque laudantium, totam remaperiam, eaque ipsa quae ab illoinventore veritatis et quasi architectobeatae vitae dicta sunt explicabo.Nemo enim ipsam voluptatem quiavoluptas sit aspernatur aut odit aut

fugit, sed quia consequuntur magnidolores eos qui ratione voluptatemsequi nesciunt. Neque porroquisquam est, qui dolorem ipsum quiadolor sit amet, consectetur, adipiscivelit, sed quia non numquam eiusmodi tempora incidunt ut labore etdolore magnam aliquam quaerat

Offer or Topic

HOME PAGE

http://www.voluptatem.quia

WWW

IBM Omni-Channel Message Orchestrator

Omni-

ChannelMessage

Orchestrator

Interact Strategies

Custo

mer

Fire

wall

SilverpopXtify

(cloud/sdk)WSC, DA / Tealeaf

Digital

Messaging

Services

Gateway

hi

2

1

3

Event trigger received

Call Interact to

get best offer

Send offers

Event triggers

Offers delivered in messages

Interact

WSC

Widget

Offer/Message Orchestration for

Real-Time Personalisation across

multiple channels

Ensure all available channels

present offers that are

optimized for a customer in

the context of their

interaction, avoiding

unnecessary repetition, and

using the most effective

channel(s).

Thank you