Taking Action on the Customer Journey
Transcript of Taking Action on the Customer Journey
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Taking Action on the Customer Journey
Simon LyeIBM Marketing Cloud
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Source: Ipsos OTX/Google 2012 Holiday Shopping Intentions Survey Wave 1: (Q11). In which of the following ways do you think you’ll approach your Holiday shopping?
44% Research online and purchase online
51% Research online prior to store visit
32%Research online, visit store to view product, then return online to purchase
17% Visit store first, then purchase online
The Customer Journey is Changing
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50-80% of the buying process is done before you speak to your buyer
Email remains preferred channel of most consumers
Mobile and social engagement are up
Online traffic and sales are increasing
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Customers also have high expectations…
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a seamless and integrated experience across channels
to receive personalized, timely information, service and
promotions
you to know and understand them
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“To succeed in the digital era, you have to be totally in sync with the behavior and preferences of your customers in a fast-
changing landscape. You have to be quick and adaptable.”
Source: CMO, RetailStepping up to the challenge: CMO Insights from the IBM Global C-suite Study
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Breakdown silos and integrate tools
Customer Interactions
Events SMS Mobile Blogs Call Center Location Communities
Push Facebook Twitter Wearables Retail Email Devices+
SMS
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Customer Data Types
Implicitly from their behaviors
Integrated SystemsExplicitly from the
Customer
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CRM
ECOMMERCE
INVENTORY
Integrated Systems – Understand what data is available to you
WEB ANALYTICS
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What is IBM Marketing Cloud?
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> Customizable dashboard with configurable widgets
> Personalized (pinned) sending options for making recurring settings default
> Drag and drop campaign, segment and webform builders
> Real-time error validation guides marketers through the sending process
> Simplified sending experience to focus on most commonly performed actions
> Over 80 pre-configured reports> Database growth reporting
IBM MARKETING CLOUD
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MARKETING AUTOMATION RICH PLATFORM> Visual drag and drop multi-touch
campaign builder> Centralized Scoring with BANT,
demographic and behavioral sections> Marketer-friendly operators for easy
segment creation> Powerful decision diamonds help you to
route customers to the most relevant next action
> A/B/C/D testing on content, subject line and from names
> 98% Deliverability rate – one of the highest in the industry
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JOURNEY DESIGN AND ANALYTICS
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CUSTOMER EXPERIENCE ANALYTICSA single place to answer…what is happening and why
> Go from question to decision in minutes with unified analytics
> Turn data points into a point of view with a complete understanding of the customer’s journey
> Relive customer experiences so you can identify where they succeed or fail
> Unite around the customer with visibility across all channels and the ability to easily collaborate around insights
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UBX POWERED WITH ENSIGHTEN
UBX powered with Ensighten enables
IBM Commerce customers to
better orchestrate their marketing
technologies and data sources to
improve customer experiences.
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Informing other technologies
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Ensighten and IBM
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• Have better INSIGHTS
• Make better DECISIONS
• Get better RESULTS“…but make it easier by moving the work”
IBM Client Advisory Board
MARKETERS WANT TO BE SMARTER
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Partner Sites
CRM
Mobile sites & App
Affiliates & Remarketer
s
Call Center
Offline Ad Promo codes
Online properties
Offsite Ads & Content
Organic & Paid Search
Onsite Ads & Content
COLLECT, STITCH, OWN, ACT WITH YOUR BRANDED DATA
Ensighten
+ IBM
Ensighten
+ IBM
Ensighten
+ IBM
Ensighten
+ IBM
Ensighten
+ IBM
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POWERING IBM COMMERCEOnsiteWebsites, Web Apps
MobileApplications
1,000 MarTechVendor Tags
OffsiteDisplay, Video, IoT
Campaign Manageme
nt
Journey Analysis
ContactOptimizati
on
Personalization
Digital Advertising
UBX poweredwith Ensighten
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IBM MARKETING: TAKE ACTION
Campaign Mgt
Open Audience Syndication
Analytics Journey Design Budgeting & Expense Planning
Universal Behavior Exchange Workflow Management
Email SMS Mobile Push In-app msgs Social
Personalization
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More complete understanding of customer journey and Omni- Channel
customer view for digital campaigns
Action all Insights in real time across all Onsite, Offsite, and Offline
Channels to drive real-time action while customer is “In the Moment”
BENEFITS
SOCIAL, EMAIL, DISPLAY
SURVEY, CRM, LIVE CHAT
ONSI
TEOF
FSIT
EOF
FLIN
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WEBSITE APPAPP
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