Introduction to Silverpop and Ecosystem Use Cases

Transcription

1 Introduction to Silverpop and Ecosystem Use Cases

2 Silverpop Universal Behaviors Profile Silverpop enriches IBM ExperienceOne with lead-to-revenue, dynamic marketing, and behavioral marketing Understand Engage Optimize Collect Behavioral Data Analyze for Insight Design Campaigns Deliver Manage Performance IBM Enterprise Marketing Management Web IBM Digital Analytics Web analytics IBM Digital Analytics Cross-Channel Marketing Management Web IBM WebSphere Commerce, XDX Marketing Resource Management Mobile IBM Xtify Commerce IBM WebSphere Commerce Behavioral Analytics IBM Tealeaf Sentiment Analytics IBM SMA (Cognos) IBM Campaign Lead-to-Revenue Management Silverpop Silverpop IBM emessage Silverpop Dynamic Mobile IBM Xtify IBM Marketing Operations Performance Optimization IBM Marketing Operations Location IBM Presence Zones Predictive Analytics IBM SPSS Tele IBM Interact IBM Silverpop

3 Silverpop helps marketers transform the customer experience increasing engagement and driving revenue Marketing Dynamic, real-time content and sophisticated features drive higher conversion Lead to Revenue Management Scoring and automation support complex, direct sales efforts and CRM Behavioral Marketing Automation Capture more behavior from more sources Use those behaviors to automate highly personalized interactions at scale

4 The Silverpop Marketing Platform MARKETING DATABASE Stores All Behavioral Data Manages everything about each customer, easily and at scale SINGLE IDENTITY One Customer View Connects every customer touch point into a single view INTERACTION ENGINE Automate Interactions Gets personal with each customer, one at a time and in real-time MULTI-CHANNEL Communicate Across Channels and Devices Sends personalized messages everywhere each customer prefers to connect UNIVERSAL BEHAVIORS Stream in Every Activity Captures and manages behavior across every digital and offline channel to build unparalleled insight into each individual BEHAVIORAL INSIGHTS Understand Each Customer Discovers customer preferences by analyzing data from all devices and channels

5 Individualized messaging increases engagement Subject Line Personalization First name personalization Personalized Content Name and contact info for each customer s personal rep Dynamic Subject Lines The subject line changes based on the type and duration of club membership Individualized Content Lists For any customer who has purchased two or more items in the last 90 days, list each purchase with review links E-commerce-driven Personalization Display totals and other engaging content to drive follow-on purchases Website-driven Content Directly track each customer s Web activity and prompt them to visit new areas of the site Send Time Optimization The message arrives in each individual s inbox at precisely the time that individual is most likely to check Data-driven Dynamic Image Image is selected based on demographic and profile info Score-driven Dynamic Offer Discounts/prices vary by social influence and time since last purchase

6 Silverpop - Individualized Web Experience 1 Demographic Dynamic Content Speak to your buyer based on what they have told you Industry, job role Date and Lifecycle Content Display renewal dates, due dates, expirations, content that is relevant to the stage of the relationship Welcome, Re- Activation, Existing Customer, Prospect, Active Buyer Customized Offers Display customized offers based on each individual Behavioral Score or Rank based Content Display customized offers based on each individual score. For example contacts with an engagement score > 100 see a sneak peak invitation 3 Special Invitation 5 Program / Campaign level Content Display content that matches the messaging of a marketing campaign the person is currently in. 6 6

7 Behavioral scoring and engagement mapping combine to deliver better customer experience while driving revenue Lead Scoring quantifies the value of customer behavior Customer Engagement Maps define journeys /Collateral/Engage_Feature_List.pdf

8 Silverpop Behavioral Marketing Capabilities Collect customer data & capture behaviors Gain Behavioral Insights, Build Singular Identities, & Understand Each Customer Individually Behavioral marketing automation across , mobile, social and web to drive highly personalized interactions Lead to revenue management support complex, direct sales efforts

9 Behavior-based business rules create personalized interactions Behaviors Opens, Clicks, Sent or not sent, in any given time window. Web Analytics Integration WA data feed search, shopping cart, page level Relational Data Ecommerce, In Store Social Feed Mention, Follow, RT in given time window Silverpop Native Web Feed Site visits, page visits, Custom web behaviors

10 Web Behavior Tracking & Referrals Opt-In/Preference Forms Website Analytics Integration Clickstream & Conversion Tracking Refer a Friend Initiatives Engage user registers domain to be tracked in Engage, website pages are tagged for Silverpop web tracking Visitors are cookied and activities are tracked in real-time Referral data includes Lead Source (How did they get to the page, which ad), Lead Source Term, Referring URL

11 Silverpop Mobile Connector Open Sourced Mobile App SDK Providing: Cross-Platform Single Identity Universal Behavioral Tracking Automatic session tracking Marketer defined goals for completed conversion event, abandonment events, custom events Location Awareness Bi-Directional Profile Syncing Performance Tuned, Zero UI Impacts

12 Mobile Customer Engagement for Push Notification Messages Real-time targeting & personalization based on events, customer segments, behavior and location Dynamic Messages Build contextually relevant and dynamic messages based on customer segment as well as triggering location or event. Measurable Actions Drive customers deeper into the app, view mobile websites, click to call, take social actions, and configure your own action. Simple Notifications Rich Notifications

13 Silverpop creates and automatically maintains a single identity for each customer including Universal Behaviors across platforms and devices Stitch every customer touch point into a single view Customer Database

14 Silverpop Ecosystem Use Cases

15 Silverpop ISV Integration Use Cases marketing, personalization and automation CRM applications Universal Behaviors Mobile

16 Technology Partners & Integrations Analytics ecommerce Content Management CRM Data Management Event Management Interactive Content & Advertising Mobile Recommendations, Reviews & Ratings Social Other

17 Silverpop Integration Use Cases marketing and personalization Tracking of opens, clicks, clickstreams conversions, and inbox monitoring Complete branding control with HTML support and easy updates Advanced deliverability support 1 Utilize images, CSS and HTML to control branding 1 2 Inject personalized content into the message by recipient 2 3 Include cross-sell and up-sell elements 3

18 marketing integration Prebuilt integrations with all major ESPs Best Practice campaigns preconfigured for: - cart abandonment - post-browse - post-purchase - re-activation Custom campaigns based on any activity or customer segment Daily/hourly exports 18

19 Silverpop Integration Use Cases marketing and personalization Couponing Add digital couponing programs to marketing efforts and boost revenue. Data Enhancement - Empower web forms with appended contact and company information. Deliverability Enhancement - Improve the consumer experience by protecting them from spam, phishing and other abuse. Mobile Plan, execute and report on mobile messaging campaigns as part of a digital marketing strategy. Multivariate Testing - Test content to improve metrics and ultimately conversion. Recommendations - Personalize and optimize your digital marketing strategy. Silverpop API s and interfaces for real-time content, personalization and delivery/mail management

20 Silverpop Integration Use Cases marketing and personalization 1. Action triggers from client system 2. Client system sends request/content to Silverpop via XMP or SMTP 3. Silverpop receives data, replies with response code 4. Messages are mapped to the appropriate templates 5. s are populated and sent out in real-time 6. Delivery data is written into the transaction list 7. Recipient actions are tracked and viewable in reports

21 Silverpop Integration Use Cases - CRM Integrate Sales & Marketing marketing, re-targeting, leads & contacts CRM Sales Team Calls Leads & Contacts Leads, contacts, e- mail activity, web activity, campaigns, lead score & rank targeting Message automation Lead scoring Response tracking Web forms Metrics & Reports Face-to- Face s Workflow Reports, Dashboards Submit a Web Form Reached Lead Rank Opened an Clicked Link to Download a File 850 Reached Lead Score Genesys: In a Program 21

22 Silverpop Integration Use Cases - CRM CRM Lead To Revenue Management Seamlessly integrate point-and-click tools that synchronize CRM data and marketing activity to improve the relevance of marketing programs and provide CRM users with a clear view into marketing activity. Closed loop between lead-generation and nurturing process in Silverpop marketing platform and CRM Leads are effectively identified, nurtured, scored and delivered to the appropriate sales representative Lead scoring using Silverpop Engage together with associated CRM system Sales information is combined with marketing metrics to provide a full view of revenue performance Partner integrations CRM - Contact Management & Database API s

23 Silverpop Integration Use Cases Universal Behaviors Data Analytics and Business Intelligence - Leverage the power of data to deliver more relevant campaigns. e-commerce - Build relevant and tailored marketing messages for customers based on their online shopping behavior, including purchase history, cart abandonment and order data. Event Management - Drive campaigns and targeted mailings with online webinar and in-person event behavior and preference data. Social Streamline user acquisition and target your messaging through social channels. Web Analytics - Automatically reach customers with targeted messaging tailored to their specific preferences and behavior. Silverpop Universal Behaviors Framework and API

24 Silverpop tags deployed via IBM DDX Manage Silverpop tags alongside Digital Analytics tags in common UI Link tracking, conversion tracking

25 Universal Behavior direct integration Web Analytics Customer adds few items To the cart but abandons it* *Abandonment occurs at session timeout (30 min) Digital Analytics collects the raw events data and sends to SP Messenger SP Messenger prepares the JSON object, connects to SP using oauth tokens and sends the event data using REST APIs Silverpop UB REST APIs Send In real time Use the template, designed for UB events Silverpop UB program

26 Silverpop Universal Behaviors Framework Silverpop Universal Behavior framework Provides the ability for third party applications to submit behaviors or events to the Silverpop Platform Provides users access to external behaviors from within Silverpop features such as behavioral queries, entrance criteria for programs and scoring Pre-defined Universal Behavior types with templates for the behavior events including their attributes Web behaviors, messages, social events, commerce events, webinar events, video, coupons, mobile, generic SaaS application events Events from your solution are submitted as one of these event types with their corresponding attributes specific to that event instance Universal Behavior events are treated as native events and can be accessed alongside Silverpop native events Partners can leverage the marketing automation and segmenting tools in the Silverpop Platform to build powerful workflows between their own products and Silverpop

27 Silverpop Universal Behavior Framework Event Types Standard Saas Events Abandoned Goal Completed Goal Clicked Error Log In Named Event Registered Session Started Session Completed Used Feature Viewed Content Standard Commerce Events Abandoned a Cart Purchased a Cart Customer Service Events Created a Ticket Viewed a Ticket Updated a Ticket Closed a Ticket Responded to Survey External Message Events Has Been Sent a Message Opened a Message Clicked a Message Link Standard Social Events Twitter Followed Tweeted Retweeted Mentioned Replied Standard Social Events Facebook Liked Shared Commented on a Post Standard Social Events Linkedin Shared Standard Video Events Started Video Watched Video Standard Coupon/offer Events Viewed Offer Claimed Offer Assigned Offer Redeemed Offer Standard Webinar Events Registered for a Meeting Joined a Meeting Attended a Meeting Asked a Question Answered a Question Mobile App Installed Session Started Session Ended Abandoned Goal Completed Goal Named Event Been Sent a Push Notification Opened a Push Notification Standard Location Events Entered a Location Exited a Location Visited

28 Mobile Push Notifications Individual 1:1 messages and ability to define targeted groups or segmented subgroup of app users Data triggers can generate targeted and 1:1 messages based on Date/event: Appointment, reservation or payment reminders Behavior: Cart abandonment reminders and retargeting, item delivery Profile: Based on data in customer s preference settings or their user profile Location: including check-in events Example use cases: Send broadcast alerts for gift suggestions, approaching deadlines and holiday or seasonal sales Notification preferences to opt-in to receive alerts about special events and offers In-app coupon delivery or nnotification to check in at local stores to receive unique coupons

29 Backup - Silverpop & IBM Campaign - Silverpop API s - Additional Education Resources, Demos, Documentation

30 Silverpop vs. Campaign Characteristics Lead with Silverpop # Entry Point Channels 1 or more Multiple Channel Entry Points Marketing Data Sources Marketing Strategy Department Buyer Users/Skills Marketers Target Audience , Mobile, Web Majority Digital Digital execution primary focus Digital Marketing Departments in MM through Enterprise VP of Digital Marketing Marketing Manager Marketer HTML Designer B2C, B2B, B2B2C Lead with Campaign Direct Mail is primary channel Majority Store/Branch/Call Center Direct Mail, Store, Call Center & Digital execution Cross-Channel Marketing Departments in Enterprises CMO/VP of Relationship Marketing Database Marketing Manager B2C primary Characteristics Silverpop Campa ign Customer Records (rows) Out-of-the-box CRM Integration Out-of-the-box Commerce Integration Marketing Database of Record Up to 25M SF.com, Microsoft Dynamics, NetSuite, SugarCRM Demandware, EPiServer,Yahoo!, Volusion, Shopify, Magento Yes Unlimited None Reusable Offers No Yes No No

31 IBM ExperienceOne has the industry s most comprehensive portfolio of customer engagement solutions Hard things possible Support complex customer segmentation Simultaneously design and execute large scale, multi-wave journeys for multiple segments Design sophisticated omni channel interactions with triggers and real time personalization Use predictive analytics and sophisticated interaction scoring Needs sophisticated internal and external customer data integration Has a strong team of data scientists, analysts and database marketers Has well defined and standardized processes Complex things easier Design multi channel campaigns for each segment Elementary scoring Simple real time personalization across few channels Use analytics for segmentation and performance management Focus on cross organization customer data integration Campaign managers supported by few database marketers Limited processes defined and adhered to Simple things quickly Design journeys for and web for a segment Manual or no scoring Near real time personalization by channel Simple reporting for targeting and performance management Upload proprietary contact and interaction data Primarily used by campaign managers with little or no database marketer support Reorient operations to pre-defined processes Hard Things Possible Complex Things Easier Simple Things Quickly

32 Silverpop Integration with applications and systems Data mgmt Basic Demographic Data Preferences Scores STO Values Any Contact-level data Web Tracking Data Mobile Data Behaviors Universal Behaviors Database Behaviors Relational Tables Segments Ecommerce POS Social Listening Geographic Any Many-to-one Data Queries (Dynamic Segments) Contact Lists (Static Segments)

33 Silverpop Integration with applications and systems - APIs Website Data Online Forms Analytics Event Triggers Data Warehouse Ecommerce CRM System Integrate List functions with online forms, capture and sync website behaviors and trigger messages in real-time based upon events or behaviors. Export/Import to synchronize data in periodic or near-real-time fashion using CSV, TSV, PSV file transfers (FTP). Application Custom Apps CRM Systems Support Systems Add/update records or trigger messages in real-time using XML over HTTP. xml_api_developer_guide_fall13_9.0_0.pdf

34 Sample of Silverpop API calls Mailing Management Contact Management Reporting Management Send a Mailing to a Contact Forward Mailing to a Friend Get Contact Mailing Details Schedule a Mailing Preview a Mailing Before Sending Get Automated Message Group Details Add a Dynamic Content Ruleset Import a Dynamic Content Ruleset Export a Dynamic Content Ruleset List Dynamic Content Rulesets for a Mailing Get Dynamic Content Ruleset Details Replace a Dynamic Content Ruleset Validate a Dynamic Content Ruleset Delete a Dynamic Content Ruleset Get a List of Mailing Templates Export a Mailing Template Add a Contact Double Opt-in a Contact Update a Contact Opt-out a Contact Select Contact Details List Contact Mailings Remove a Contact Create a Contact List Add a Contact to a Contact List Add a Contact to a Program Calculate the Current Contacts for a Query Database Management Import to a Database Export from a Database Add a Column to a Database Get Database Details Get a List of Databases Create a Relational Table Associate Relational Data with Contacts in a Database Insert and Update Records in a Relational Table Delete Records From a Relational Table Import to a Relational Table Export from a Relational Table Purge Data from a Relational Table Delete a Relational Table Create a Query of a Database Export Tracking Metrics Export Raw Contact Events Export Web Tracking Events Get a List of Report IDs for a Mailing Get a List of Sent Mailings for an Org Get a List of Sent Mailings for a User Get a List of Sent Mailings for a Database Get Aggregate Tracking Metrics for a Mailing Get Aggregate Tracking Metrics for an Org Get Aggregate Tracking Metrics for a User Get Status of a Data Job

35 Overview of Creating an Integration for Silverpop Universal Behaviors

36 Overview of Creating an Integration for Silverpop Universal Behaviors Understand the Universal Behaviors framework read the UBF Partner Information and Technical Guide that describes how to authenticate and submit behaviors from your application to Silverpop Engage via the UBF Transactional REST API Configure a Silverpop developer sandbox environment the Silverpop API Evaluation Agreement must be signed, and a sandbox account will be provisioned for developing an integration with Silverpop Engage. Create your Silverpop development OAuth 2 credentials for authenticating API requests Determine which Silverpop Universal Behavior event types your application should use to send events to Silverpop Engage Define Silverpop UB event types for your application - use the UB event type samples in the guide and template tables to mock up the event types and attributes you will use for submitting your specific application behaviors to Silverpop Engage Identify what UB event attributes will be used as keys for mapping the external application behaviors to leads and contacts in Silverpop Engage also identify index attributes that should be used for common behavioral queries Silverpop will work with you to get the event types created and made available to your developer sandbox account Enable use of the Universal Behavior framework APIs to your application to enable sending your application s Universal Behavior events into Silverpop Engage Use your Silverpop Engage developer sandbox account to test send your application behavior events to Silverpop Engage Silverpop will help with moving your UBF Events to production and providing production authentication credentials for your application

37 Silverpop Overviews, Demos, Education Silverpop Universal Behaviors Customer Experience perspective cross channel use cases with Silverpop Universal Behaviors: Behaviors Cross channel campaigns with Silverpop Universal Behaviors Silverpop overview (IBM internal) Demo: demo 22:00 thru 32:00 Solution demo from the Silverpop Amplify 2014 conference, which spans the customer journey of interactions across , website, loyalty program, ecommerce, and retail store visits. Engage Demo Recording URL: (Password: sp2014) Integration use cases across the broader ExperienceOne and Smarter Commerce ecosystem: Marketing-Tips-from-Our-Amplify-2014-Partners Engage Demo Vimeo integration scenarios: (password: integration) Silverpop overview, CRM perspective and integration: Perspectives on customer lifecycle marketing and Silverpop Universal Behaviors:

38 Silverpop resources Overview and Deep Dives (IBM & business partners) Thursday, July 10, 2014 Silverpop Acquisition Overview and Update for IBM Business Partners - Replay Link PDF Link Wednesday, July 23, 2014 Silverpop, an IBM Company, Call Series - Making Money with SilverPop discussion on use cases for Silverpop and/or IBM Campaign in a customer environment, IBM roadmap plans Replay Link PDF Link Tuesday, September 9th, 2014 Silverpop, an IBM Company, Deep Dive - Session 1: Marketplace and Value Proposition replay Link PDF Link ( 479f-9f8e-b58e7b44a3c6/media/Presentation_pptx.pdf ) Thursday, September 11, 2014 Silverpop, an IBM Company, Deep Dive - Session 2: Advancing the Opportunity replay Link PDF Link ( 924d-dffaf76bf6cc/page/0f0bd36c-545e-4f4a-a8fe-246c407e3ce4/attachment/aa4dc a3- c5e75f1f3135/media/presentation%20deep%20dive%202.pdf) Silverpop overview and integration with IBM ExperienceOne including comparison and relationship to IBM Campaign (Unica) (external non-ibm Press article - 2/silverpop-broadens-ibms-base/ )

39 Silverpop APIs Details & Resources Silverpop APIs Supports XML, REST and SOAP services for accessing Silverpop resources Campaign services, contacts, sent mailings reports, tracking metrics, schedule or trigger campaign s, access mailing rulesets API endpoints: pod #>.silverpop.com/xmlapi pod #>.silverpop.com/rest pod #>.silverpop.com/soapapi?wsdl REST API Interactive document/test harness: pod #>.silverpop.com/restdoc/ More information on Silverpop APIs can be found in Knowledge Base: Universal Behaviors API examples: Webtrends:

40 Sample API Request XML over HTTP(S) Protocol POST GET Example XML Request (Send Mailing API Call) <?xml version="1.0" encoding="utf-8"?> <Envelope> <Body> <SendMailing> <MailingId>211191</MailingId> </SendMailing> </Body> </Envelope>

41 Sample API Responses (Select Recipient Data API Call) <?xml version="1.0" encoding="utf-8"?> <Envelope> <Body> <Result> <Success>True</Success> <RecipientId> </RecipientId> < Type>0</ Type> <LastModified>2/27/04 9:18 AM</LastModified> <CreatedFrom>1</CreatedFrom> <OptedIn>2/27/04 9:18 AM</OptedIn> <OptedOut /> <COLUMNS> <COLUMN> <NAME>Fname</NAME> <VALUE>Somebody</VALUE> </COLUMN>.. </COLUMNS> </Result> </Body> </Envelope>