IBM Marketing Center Cloud-based, all-in-one solution combining customer analytics with real-time marketing Highlights Execute marketing communications designed for each customer as an individual Draw primarily on digital analytics data while importing offline data as needed Go from insights to targeted marketing with a few clicks Benefit from an unmatched combination of integrated capabilities, including A/B testing, campaign management, site personalization, email marketing, list targeting, and more Use as a standalone solution or in conjunction with other modules of the IBM Suite Existing IBM Digital Analytics customers can get started without the need for deploying additional tagging Today s leading marketers aim to deliver communications designed for each customer as an individual, so that they will be more relevant, compelling and far more successful. Yet, many marketers require a technology solution that can support them with this goal while reducing IT cost, complexity, and delays for getting started. IBM Marketing Center is a cloud-based solution for these marketers that combines digital analytics data (i.e. web, mobile, social media, etc.) with real-time marketing execution. Analysis, A/B testing, targeting, personalization and execution are all available through one intuitive cloud application. Marketing Center eliminates the need for custom efforts previously required to integrate digital analytics, email, and site personalization. Marketers can draw on all the digital analytics data visitors are providing through their online experiences and import additional offline data as needed. Marketing Center incorporates the analytical insight directly into easy-to-use targeting features. Marketers can carry out, analyze, and optimize targeted marketing programs through website, mobile, email, and other channels, without burdening technical resources.
Figure 1: Intuitive visualizations help marketers pinpoint target audiences for optimal success. Go from insight to action with a few clicks Marketing Center s analytics provide the basis for discovering opportunities and segmenting prospects to be served with relevant marketing efforts. Convenient implementation with no need for additional tagging in the case of existing IBM Digital Analytics users Digital analytics profiles provide insights into a customer s digital interaction history across web and mobile sites Imported customer and other business data augment the digital profile as needed Customer segments can be defined based on historical digital behavior, real-time behavior within the current website session, and imported offline insights Venn diagrams help marketers pinpoint target audiences for optimal success Design personalized communications Marketing Center provides everything needed so users can define personalized marketing communications without burdening IT. Drag & drop editor enables marketers to visually design personalized email, website, and other content. When working with web content, Marketing Center s editor automatically finds all relevant zones on the web page that can be personalized. IT efforts for tagging are reduced with no need to manually code any promotional zones or boxes within the page. Communications can be designed once and used in any campaign with the personalization of choice. Digital assets can be managed within the application and delivered with high performance via a Content Delivery Network. 2
Figure 2: Orchestrate personalized marketing programs and split tests with fine-grained campaign management controls. Define, test, and deliver personalized marketing Built-in campaign management capabilities help marketers orchestrate and execute personalized marketing programs across email, website, and list export channels Select target segments of customers to tailor content for different audiences Apply communications for email marketing, site personalization, and list targeting to each target group Automate split testing to maximize ROI Manage contact fatigue, campaign precedence, and other business rules Preview personalization to validate campaigns before execution Schedule and deploy campaigns for automated execution and delivery Analyze and optimize marketing ROI Marketing Center provides granular marketing analytics for performance and attribution analysis. Auto tagging removes the need for manually managing marketing tracking codes, thereby reducing effort and typical human errors. The Campaign Calendar automatically shows all the campaigns that are in flight. Marketing analytics illuminate performance at a granular level including results by split tests, audiences, campaigns, etc. With the addition of IBM Digital Analytics users can extend Marketing Center s range of built-in analytics to a complete and market-leading web analytics capability. 3
Figure 3: Use the automated Campaign Calendar to see all efforts in flight. Grow the solution s capabilities with your needs With Marketing Center users benefit from an open path forward thanks to IBM s integrated Enterprise Marketing Management (EMM) Suite. Marketing Center can be used as a standalone solution with a choice of email marketing, site personalization, and list targeting channels. Marketing Center can be extended to a complete Digital Marketing Optimization solution by adding additional EMM suite modules such as for digital analytics, and crowd-sourced recommendations engines. Marketing Center can be further extended to a crosschannel Marketing Interaction Optimization solution by adding further modules from the IBM EMM suite. About IBM Enterprise Marketing Management Integrating and streamlining all aspects of marketing, IBM s EMM Suite empowers organizations and individuals to turn their passion for marketing into valuable customer relationships and more profitable, efficient, timely, and measurable business outcomes. Delivered on premises or in the Cloud, the IBM EMM Suite of software solutions gives marketers the tools and insight they need to create individual customer value at every touch. The IBM EMM Suite helps marketers to understand customer wants and needs and leverage that understanding to engage buyers in highly relevant, interactive dialogs across digital, social, and traditional marketing channels. 4
Sites IBM Marketing Center Communication Channels @ Email @ Extensions Lists Full Web Analytics Impression Attribution Recommendations Cross Channel Campaign Management Figure 4: Overview of IBM Marketing Center. Designed to address the specific needs of particular marketing and merchandising users, the IBM EMM Suite is comprised of four individual solutions. Digital Marketing Optimization enables digital marketers to turn online prospects into repeat customers and loyal advocates. With Marketing Interaction Optimization, customer relationship marketing groups can engage each customer and prospect in a one-to-one dialog across communications channels. Price, Promotion and Product Mix Optimization allows merchandisers and sales planners to align price, promotions and product offers to increase customer loyalty and profit. And with Marketing Performance Optimization, marketing leaders, planners and decision-makers can improve overall marketing operations, and in particular the planning process, to reduce costs and increase results to maximize marketing ROI. Over 2,500 organizations around the world use IBM EMM solutions to help manage the pressures of increasing marketing complexity while delivering improved revenue and measurable results. IBM s time-tested and comprehensive offerings are giving companies such as Dannon, E*TRADE, ING, Orvis, PETCO, Telefonica Vivo, United Airlines and wehkamp.nl the power and flexibility required to provide their customers and prospects with what they expect today a more consistent and relevant experience across all channels. For more information To learn more about IBM please contact your IBM marketing representative or IBM Business Partner, or visit the following website: ibm.com/software/marketing-solutions. 5
Copyright IBM Corporation 2012 IBM Software Group Route 100 Somers, NY 10589 U.S.A. Produced in the United States of America August 2012 IBM, the IBM logo and ibm.com are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the Web at Copyright and trademark information at: ibm.com/legal/copytrade.shtml This document is current as of the initial date of publication and may be changed by IBM at any time. Not all offerings are available in every country in which IBM operates. The performance data and client examples cited are presented for illustrative purposes only. Actual performance results may vary depending on specific configurations and operating conditions. THE INFORMATION IN THIS DOCUMENT IS PROVIDED AS IS WITHOUT ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING WITHOUT ANY WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE AND ANY WARRANTY OR CONDITION OF NONINFRINGEMENT. IBM products are warranted according to the terms and conditions of the agreements under which they are provided.. Please Recycle ZZD03163-USEN-00