Catherine Ballantyne, GMU Client Services Professional 30 October, Rethink Marketing. Deliver a smarter digital experience IBM Corporation

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1 Catherine Ballantyne, GMU Client Services Professional 30 October, 2013 Rethink Marketing Deliver a smarter digital experience

2 3 Top Questions from Digital Marketers How do we: Integrate social campaigns in our marketing programs? Get smart about personalisation? Measure the value of the marketing campaigns? 2

3 Less than one-third of marketers have integrated social media and mobile marketing with other campaigns The State of Marketing 2013, IBM's Global Survey of Marketers

4 ways to integrate social media and mobile marketing with traditional

5 Use data from social media to sharpen customer profiles IBM Campaign w/social Media Solution Pack

6 Social sentiment Use social sentiment, both aggregate and individual-level, to guide campaigns IBM Social Media Analytics 6

7 Make Likes part of context for real-time marketing decisions IBM Interact w/social Media Solution Pack Collect Likes & Shares

8 Compare conversions Attribute conversions to social & mobile and compare IBM Digital Analytics for Social Media

9 201 3 Enable social sharing, track who shares IBM emessage, IBM Marketing Center, IBM Optimisation

10 Ensure mobile readability, track who reads what where and when IBM emessage, IBM Marketing Center, IBM Optimisation

11 Practice social segmentation IBM Campaign, IBM Interact

12 Combine location and identity to personalise mobile offers IBM Interact

13 Personalise Facebook apps in real-time IBM Interact w/social Media Solution Pack

14 Use targeted tweets and Facebook posts IBM Campaign w/social Media Solution Pack just for me?

15 3 top questions from Digital Marketers How do we: Integrate social campaigns in our marketing program? Get smart about personalisation? Measure the value of the marketing campaigns? 15

16 Communications Cycle HOW WELL? Analyse response WHO? Identify audience HOW? Test and Deploy WHAT? Design personalised communications WHERE? Best channel, device, time

17 WHO is the customer/prospect (and how much do we know about him or her?) Types of information that can be used for personalisation: Identity Information that sits in a typical customer database: Demographics Psychographics Account details Purchase history etc. Personalised Pre-calculated offers Most personalisation approaches use more of one than the other Online behavioral advertising Best option: use both fully SPAM Display ads SEM Product recommendation engines 17 Behavior Information about what the person is doing during the moment of interaction: Where a person has been on a Web site during this visit Location as identified by a mobile device Reason for calling as explained to a call center agent Products about to be purchased in a store

18 WHAT is personalised? Receives personalised recommendations via mobile device application Receives an showing products related to previously viewed items Views a display ad on another site with similar product offerings Presented with personalised recommendations on site based on browsing history and wisdom of crowds 18

19 Renders 19

20 WHERE do we communicate? Sites Marketing Center Online Data + Imports Audience Segmentation A/B/n Split Testing Campaign Management Communication Channels Lists Rules Engine Asset Management??? Marketing Analytics & Attribution Extend with?????? Full Web Analytics Impression Attribution Cross-Channel Campaign Mgmt Recommendations 20

21 Personalisation Works Targeted, relevant boosts revenue by 2500% at L OCCITANE en Provence Intent to purchase Process struggle Dynamic targeted web offers generated 4x as much revenue as a static offer Want to talk Burt s Bees experienced a 40 percent increase in visits by viewers of retargeting display ads Personalised messaging Targeted offers Recommend product alternatives Dynamic content IBM Digital Analytics has given us a means of reaching our customers more effectively and engaging them in a personal dialog that creates better shopping experience for them and a lower cost per order. Web Analyst, PETCO

22 3 Top Questions from Digital Marketers How do we: Integrate social campaigns in our marketing program? Get smart about personalisation? Measure the value of the marketing campaigns? 22

23 What s Working? Digital communications promises a clear line of sight and yet it brings with it a multitude of... unpredictable visitor journeys touchpoints devices data

24 44% of interactive marketers don t have processes in place to assign credit to their efforts, not even rudimentary attribution such as last event 24

25 Attribution Assigning credit where credit is due - the measurement of the value of each digital touch that contributes to an acquisition or conversion Traditional digital marketers have used Last Click this is limited especially with acquisition Campaign Influence decay- New models we are seeing a new wave of models to better fit the New World 25

26 Tracking Marketing Campaigns SEM Social Media Campaigns Shopping Comparison MMC Parameters: oogle&cm_pla=adgroup&cm_ite=keyword Banner Ads

27 Comparing Differing Models 27

28 Statistically Inferred Response Attribution Algorithm The patent pending algorithm to better allocate response credit Problem: When an individual receives multiple marketing communication and responds favourable, how should the credit be attributed? SIRA leverages two clues to solves this attribution problem: Compatibility between stimulus and response Time decay between stimulus and response Compatibility is measured using combination of promotions and their response date Power law or polynomial distribution algorithm is used to model the effect of the elapsed time Expectation-Maximization (E-M) algorithm is used to iteratively tune model parameters

29 3 Top Questions from Digital Marketers How do we: Integrate social campaigns in our marketing program? Get smart about personalisation? Measure the value of the marketing campaigns? 29

30 Digital Marketing Optimisation Platform Digital Behavioral Insights + Digital + Analytics Customer Profiles Customer Experience Management Digital Marketing Execution 30 A compelling experience throughout each customer s digital lifecycle.