IBM Enterprise Marketing Management (EMM) and Unica overview

Transcription

1 IBM EMM IBM Enterprise Marketing Management (EMM) and Unica overview

2 IBM Enterprise Marketing Management Our EMM Offerings IBM s Enterprise Marketing Management solutions offer proven web and customer analytics, event detection, cross-channel campaign management, interaction management, online ad/search optimization, marketing, and marketing resource management. Customer and Partner Success Over 2,500 organizations worldwide Tens of thousands of total users Extensive service offerings >200 partners Product Leadership Meeting the needs of: Cross-channel marketers Online marketers Marketing services Two deployment models: On Premises SaaS The recognized leader in marketing software solutions Our Mission 2 To power the success of every marketing organization with innovative technology solutions

3 Marketing s challenges and opportunities Channels proliferate Years to reach 50M users: Tablet 2 Yrs The Internet evolves Facebook 3 Yrs The consumer is in control Network of pages The rate of change accelerates TV 13 Yrs Internet 4 Yrs Network of people Marketing s role must evolve

4 Marketing s Evolving Role Awareness Demand Generation Consideration, Preference, Transact Prospects Customer Engagement Customers Customer Experience Energized, Delighted, Fans, Broadcasters Quality, Consistency, Convenience

5 Enterprise Marketing Management (EMM) is the platform EMM: a comprehensive suite that improves and integrates five critical processes Analyze data to find actionable insights Decide on the best action or communication Collect data that augments each customer profile Deliver engaging messages and capture reactions Manage budgets and processes and measure results 5

6 EMM flexibly addresses the needs of specific user groups USER GROUP NEED EMM SOLUTION Digital marketers Customer relationship marketers Merchandising & sales planners Turn online prospects into repeat customers and loyal advocates Engage each customer and prospect in a one-to-one dialogue across communication channels Align prices, promotions and product offerings to increase customer loyalty and profit Digital Marketing Optimization Marketing Interaction Optimization Price, Promotion, and Product Mix Optimization Marketing leaders & planners Improve marketing operations and planning to maximize marketing ROI Marketing Performance Optimization 6

7 Engage each customer and prospect in a cross-channel dialogue that builds upon their past and current behavior IBM s Enterprise Marketing Management Capability Framework

8 IBM s Enterprise Marketing Management Comprehensive suite of marketing management capabilities Awareness Decisioning Execution Customer Awareness Web and Digital Analytics Event Detection Leverage comprehensi ve Predictive data to identify Analytics opportunities Visual and Exploration predict marketing outcomes. Segmentation Centralized Cross Decisioning Offer Channel Inbound Management Integration Determine Execution Interaction Distributed the History best Deliver Marketing highly message to relevant Real-time and Lead Routing Behavioral extend Targeting in and marketing Monitoring outbound messages and Contact Online Ad/Search and Optimization inbound Bid retain Management a marketing corporate channels. memory of Integrated Marketing interactions. Operations Facilitates Plans Facilitates & collaboration collaboration People & and and cross-channel Data cross-channel & Measurement planning, & Budgets planning, design, design, Processes execution, and Assets measurement. Performance

9 Where IBM Unica Campaign fits into the IBM Unica Enterprise Offering Awareness Decisioning Execution Web & Digital Analytics Event Detection Predictive Analytics Visual Exploration Plans & Budgets People & Processes Segmentation IBM Offer UNICA Management CAMPAIGN Interaction History Real-time, Behavioral Targeting Contact Optimization Operations Data & Assets Inbound Integration Lead Routing & Monitoring Distributed Marketing Search/ Display Ad Management Measurement & Performance 9

10 What Is Unica Campaign? CAMPAIGN MANAGEMENT software: Used to plan, design, execute, measure and analyze personalized marketing campaigns Capable of managing all types of large-scale, multi-wave and cross-channel campaigns Creates a marketing system of record for offers, segments and interaction history Recognized best-of-breed functionality, scalability and record of customer success Serves as integration hub for add-on modules: marketing Contact optimization Real-time interactions Distributed marketing 10

11 Business Challenges Addressed by Unica Campaign Effectiveness of campaigns declining need to INCREASE PRECISION of targeting and better track what s working and what s not Volume of campaigns growing requires greater OPERATIONAL EFFICIENCY and best practice standardization COMPLEXITY of campaigns increasing (multi-wave, cross-channel, highly personalized) harder to manage Need to leverage data STORED IN MANY PLACES Need to REDUCE DEPENDENCE ON I.T. to execute campaigns 11

12 Recent Adoption Patterns by Product common starting point common next step most common next product adoption considerations Coremetrics Web Analytics Something already in place? Can you tag the site? + Do you have inbound channels? Who controls the channels? use more of Campaign: Offer management Interaction history Strategic segments Custom macros etc. Has Campaign created new bottlenecks? Do you have a top-down mandate or buy-in? Feeling the pain? ESP contract or existing investment in infrastructure?

13 Product Dependencies Coremetrics Web Analytics DEPENDENT can work with and complement Interact can be used standalone but also has many integrations with Campaign can be used standalone can be used standalone but also has some integration with Campaign but positioned and packaged as usable stand-alone IMPORTANT: all products are positioned as being part of the integrated IBM Marketing Interaction Optimization solution

14 EMM leader quadrant is a group of major players with IBM as the leader Gartner CRM MCCM

15 A Broad Set of Vendors may Compete in a Given Deal CRM/ERP Data & Analytics Software B2B Upstarts Web Analytics Mid-Market EMM Deliverability Search Web Personalization & Offers Bid Mgmnt Marketing Operations Specialists 15

16 IBM s EMM Solutions Drive Real Marketing Value Increase online conversions: On-site search conversion up 31%. Average order size for search up 5% Increase volume thru automation: Increased number of campaigns by 30x Improve customer loyalty: Reward Zone membership doubled in 3 months. 17% profit increase Reduce cycle time / boost efficiency: Reduced campaign cycle times from 26 weeks per campaign to just 4 weeks Targeted ads increase revenue 100% increase in coupon redemption Large increase in revenue form new customers Improve marketing quality Reduced late projects from 35% to 5%. Eliminated trashed projects Unica, 2012 An IBM IBM Corporation Company

17 Customer Profile 17 Unica Enterprise meets the needs of: Cross-channel marketers Online marketers Marketing services Online and bricks-and-mortar retail industry customers Customer needs/pain points Long campaign cycle time, slow time-to-market, and high costs of marketing campaigns. Imprecise targeting of customers, resulting in low response rates & poor business results. Poor reuse of customers past behavior to determine, over time, how to communicate with them now & in the future. One-off relationships with customers -- no loyalty, no lifetime value. Abandoned shopping carts, with no way to recover potential sales therein. Inconsistent experience for customers as they move between channels. Scattered decision-making throughout different parts / different channels of marketing organization. Target Audiences (VP, Director): Database Marketing, Direct Marketing, Internet Marketing, Relationship Marketing, Field Marketing, Marketing Operations, Customer Experience CIO/IT Targeted Key Industries : Retail Telco High Tech Life Sciences Travel & Leisure Finance Auto Insurance Media & Publishing Brokerage & Investment 17

18 Why marketers choose IBM Enterprise Marketing Management Unmatched experience serving marketers Thousands of marketing organizations Every major industry On six continents Broadest and deepest product functionality More modules than any other vendor More capabilities within each module Top ranks from analysts Strategic commitment to marketing software Groundbreaking vision for the future Integrating marketing and breaking down marketing silos Blend of deployment options (SaaS, onpremise, hosted by partners) Marketing 18 as part of Smarter Commerce

19 Quick facts- IBM s Enterprise Marketing Management software empowers organizations and individuals to turn their passion for marketing into valuable customer relationships and more profitable business outcomes. These solutions integrate and streamline all aspects of online and offline marketing. Including customer and web, analytics ( Over 75% of uses some form today), centralized decisioning, cross-channel execution, online optimization, and marketing operations Unica helps marketers can plan, design, execute, measure, and analyze multi-wave, crosschannel, and highly personalized marketing campaigns IBM, Unica, and Coremetrics have a passion for customer success, as demonstrated by hundreds of satisfied customers a cross many industries and around the world. 19

20 Quick facts- With IBM Strong hold in the land of IT and EMM focus of the Marketing groups we are now able to gain mind share of marketing and IT leaders. Marketing is undergoing a fundamental change as power shifts to the consumer, channels proliferate, competition intensifies, and marketing complexity grows. The internet continues to transform how consumers buy and influence and how companies communicate with and service their customers. A new marketing role is emerging. It is aware of the customers needs and facilitates customer experience with relevant and consistent messages across channels. New marketing is more collaborative and feels like a service. 20

21 Key products that drive results! Unica Leads Lead management solution focused on the delivery of quality leads in a timely manner. Unica Detect Event detection solution focused on the Improvement of cross-sell and retention rates by detecting when customers are most receptive to offers. 21

22 Unica Campaign Along with outbound campaign management it will alone you to determine, in real time, the right message to present in inbound marketing channels. Unica PredictiveInsight UPI is a key tool in building better customer relationships through more relevant interactions based on data mining and predictive modeling. Unica emessage Combined with campaign it adds authoring and execution to the marketing campaign. 22

23 IBM Coremetrics Digital Marketing Optimization Suite

24 IBM Web Analytics cited as a leader by independent research firm Highest score for strategy Highest score for current offering Highest score possible (and only one) for application usability and administration Highest score possible (and only one) for corporate strategy The Forrester Wave : Web Analytics, Q4 2011, Forrester Research, Inc., October 6, 2011 The Forrester Wave is copyrighted by Forrester Research, Inc. Forrester and Forrester Wave are trademarks of Forrester Research, Inc. The Forrester Wave is a graphical representation of Forrester's call on a market and is plotted using a detailed spreadsheet with exposed scores, weightings, and comments. Forrester does not endorse any vendor, product, or service depicted in the Forrester Wave. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change.

25 Introducing the IBM Coremetrics Digital Marketing Optimization Suite + + Customer Profiles Web Analytics Digital Marketing Execution A compelling experience throughout each customer s digital lifecycle. 25

26 IBM Coremetrics LIVE Profile provides a complete picture of each customer s lifetime interactions with your business Social & Mobile Systems of Record Traffic Sources Off-line Interactions Lifetime Website Behavior Customer Attributes 26

27 Web Analytics provides marketers with answers for increasing return on marketing investments IBM Coremetrics Web Analytics IBM Coremetrics Enterprise Analytics IBM Coremetrics Impression Attribution IBM Coremetrics Lifecycle IBM Coremetrics Multichannel Analytics IBM Coremetrics Social Analytics 27

28 IBM Coremetrics Web Analytics: the complete, cloud-based digital analytics engine at the heart of the Coremetrics Digital Marketing Optimization Suite Complete insights for marketers & power users Real-time KPIs and dashboards Benchmarks Mobile analytics Deepest power-user analytics and more... Embed analytics into your enterprise and digital eco-system Tag management and digital data exchange Websphere integrations honed over years Self-service data feeds Go from behavioral insight to automated marketing action with just a few clicks 28 Granular visitor-activity warehouse, captured by IBM Coremetrics LIVE Profiles Fluid navigation connects Coremetrics Web Analytics to digital marketing applications Analytics for optimizing your web presences, marketing ROI and for turning visitors into repeat customers and loyal advocates.

29 IBM Coremetrics Benchmark: industry performance reporting versus peers and competitors Performance analytics. Peer-level benchmarking metrics that deliver competitive data for industry-specific key performance indicators (KPIs). Aggregated and anonymous. The only solution to provide complete comparative metrics with no modeling or extrapolation. Flexible and timely reporting. Measure site performance competitively and historically with visibility into daily, weekly, monthly, quarterly or even annual data. Performance metrics for uncovering areas of opportunity, improvement or discovering trends in your industry. 29

30 IBM Coremetrics Lifecycle: customer milestone reporting that gives marketers more effective tools to cultivate high-value customers Industry-unique analytics for increasing customer value. Advance customers quickly from one milestone to the next. Analysis across multiple sessions. Use cross-session funnel analysis to understand which milestones most influence repeat visit behavior over time. Discover. Pinpoint key customer touchpoints that drive milestone progression. Marketing Automation. Re-target active visitors with automated, tailored . Trending. Gain insight into time-toreach milestones for better programmatic planning. 30 Improve lifetime value by targeting each individual based on where they are in the customer journey.

31 Digital marketing execution empowers marketers to orchestrate a compelling experience throughout each customer s digital lifecycle IBM Coremetrics LIV IBM Coremetrics AdTarget IBM Coremetrics Intelligent Offer IBM Coremetrics Search Marketing 31

32 Coremetrics key information Key benefit in value proposition: Helps Increase conversions and retention. Improved top-line performance for the executive in the Coremetrics Financial Services customer profile. Used as a deployment model to optimize online marketing. Coremetrics is SaaS and can be called by other products. Can be used with ILOG as part of the fulfillment phase of the EMM/ Smarter Commerce. WebSphere Commerce and Coremetrics bridges marketing and selling. Influenced by practitioners but buying decisions made by executives. Advance customers by investing in marketing, content, and products 32

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34 IBM leads the market for marketing technology solutions IBM: Leader Magic Quadrant: Integrated Marketing Management, October 2011 IBM: Leader Magic Quadrant: Multi-channel Campaign Management, May 2012 IBM: Leader Magic Quadrant: Marketing Resource Management, February 2012 IBM: Leader The Forrester Wave : Web Analytics, Q4 11 IBM: Leader The Forrester Wave : Cross-Channel Campaign Management, Q

35 IBM Coremetrics LIV out-of-the-box ESP integration that leverages the power of customer insights to deliver targeted campaigns Drive Conversion. Attract customers back during consideration cycle. Save money. Retarget only the appropriate audience. Automation. Automate targeted programs via certified ESP partner network. Relevancy. Map content & recommendations to visitor preferences. Advanced analytics. Rich segmentation and performance analytics. 35 Drive superior returns for your marketing efforts.