How can you be relevant to each an every customer and prospect and respond to their needs in today's multi-channel world? We explore how leading brands across Europe are delivering this highly personalised experience to drive revenues, profits and greater customer experience. Vladimir Mosewicz, EMM Subject Matter Expert, IBM Europe

1. INTERACTIVE MARKETING
Being Relevant to your Customers
Vladimir Mosewicz
IBM Enterprise Marketing Management

2. Customer experience : a top priority
86 50
percent of companies but less than
indicate that percent have a
customer experience clear customer
is a top priority… strategy…
80 8
percent of
less than
companies believe
percent of
they deliver a
their customers
superior
agree…
performance…
Manning, Harley. Customer Experience Outlook For 2011
Allen, James. Closing the Delivery Gap: How to achieve true customer-led growth.
2

3. This happening…NOW !!
The real life Like @ coca-cola Village - YouTube
3

4. This happening…NOW !!
The real life Like @ coca-cola Village - YouTube
MARKETERS
need to
EVOLVE !
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5. ENTERPRISE MARKETING MANAGEMENT
enables marketers
to ENGAGE each customer and prospect
in a CROSS-CHANNEL DIALOGUE that
builds on their PAST AND PRESENT BEHAVIOR
across inbound and outbound, online and offline, or
traditional and emerging MARKETING CHANNELS
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6. Key Challenge: Take Advantage of Inbound Marketing Opportunities
?
OFFER
?
OFFER
WWW
Hold Time…
Reason
..Authentication
?
OFFER Greetings
for Call
Resolution ?
OFFER
CALL CENTER

7. How can technology help?
Optimizing one-to-one interactions
is like having a good conversation.
Marketers need to:
LISTEN AND UNDERSTAND
DECIDE WHAT TO SAY NEXT
(only then) SPEAK
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8. How can technology help?
Optimizing one-to-one interactions
is like having a good conversation.
Marketers need to:
LISTEN AND UNDERSTAND
DECIDE WHAT TO SAY NEXT
(only then) SPEAK
…and repeat this over and over again across many channels
and even more customer relationships.
This is hard to do without help from technology!
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9. Building an Integrated Marketing dialogue cross-channel
Awareness Decisioning Execution
Identify Decide on the Deliver
opportunities best message messages
and predict or offer and retain a
marketing to extend, memory of
outcomes in any channel interactions
Operations
Facilitate cross-channel planning, design,
execution, and measurement
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10. IBM Enterprise Marketing Management overview
Ad Targeting
Bid Management
Online
Search Intelligent products
Eng.
Optimization
recommendation
Interactive Marketing
Ad
Serving
Mobiles
Social
Media
Email
Re targeting & Real-time offers
Personalized emails recommendation
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11. IBM Enterprise Marketing Management overview
Ad Targeting
Bid Management
Online
Search Intelligent products Optimization
Eng.
recommendation Interactive Marketing
Ad
Serving
Mobiles
Social
Media
Email
Re targeting & Real-time offers
Personalized emails recommendation
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12. IBM Enterprise Marketing Management
• Relevant and precise marketing that turns customer data into ROI
• Increase cross & up-sell
IBM EMM
BEST
OFFER ? • Cross channel campaigns
• Multi-wave campaigns
Free Shipping? • Customer profile driven
• Up-sell, Cross-sell
VIP event? • Geo-location offers
Lisa Marketing
Fashion seminar? Manager • Products recommendations
• Event driven campaigns
• New Loyalty Member 10% discount? • Digital Marketing optimization
• Has already purchased > 65€ • …
• Went 3 times to the web site
• Browsed for Tops
Consistency across all channels
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13. Real Time Offer Recommendation
Real Time calls to IBM EMM
• customer info
• behavior data Lisa
• session data
• New Loyalty Member
• Has already purchased > 65€
• Searched Tops in Google
• Abandoned cart during last visit
Personalization Segments ?
• Customer segments
• Loyalty member segments
• Interests in products
• Checks in real-time for offer eligibility
• Seasonal events
• Scores offers in real-time to define
• etc.
likelihood of acceptance
• Self-learning decision engine
?
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14. Real Time Offer Recommendation
Real Time calls to IBM EMM
• customer info
• behavior data Lisa
• session data
• New Loyalty Member
• Has already purchased > 65€
• Searched Tops in Google
• Abandoned cart during last visit
?
Eligible Segments Eligibles Offers Score
Loyalty Members Fashion Show Event Invitation 98
Earn 50 Bonus Points today
Free Fashion Magazine
Lifecycle (customer/product) New account registration
20
?
New product launch 20
A/B Testing
Events based Abandoned cart offers 75
X-mas specials offers
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15. Real-Time location-based Marketing
Lisa,
We have a special Push personalized and relevant offers to
coupon just for you !
generate in-store traffic
Hi Lisa, we’ve got a special
offer available near you!
• Advanced offer scoring rules driven by current
location and location data associated with offers
Real-Time offer
?
Coupon valid 5-20th March
CustomerID: XYAZ1234
recommendation
to drive more
in-store visit
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16. Personalized Social Marketing
Personalized
wall post
Lisa
• New Loyalty Member
• Has already purchased > 65€
• Went 3 times to the web site
• Browsed for Tops Real-Time
recommendation
based on HER
personal profile
& interests
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17. Example: Using retargeting to reacquire a visitor who has shopped
but left the site without purchasing.
Step 1 Step 2 Step 3
Presented with Carts an item,
Potential customer personalized product but does not purchase…
acquired via pay per click recommendations based
(PPC) Campaign… on browsing history…

18. Example: Using retargeting to reacquire a visitor who has
shopped but left the site without purchasing.
Step 4
Step 4 Step 5
Views a display ad on Clicks through email and
another site purchases product.
Receives a follow-up
email showing products
related to carted item…
Retargeting

19. Delivers Proven Results
Order
Product Pages Pre-cart & Cart Email
Confirmation
9.1% 0.2%
1.6% Up to 5% conversion
Compared to 2.6%
broadcast conversion
Home Pages Category Pages Search Results Call Center
0.5% 1.3%
1.7%
15% of call
center sales
• Data presented is average performance as observed across 23 Coremetrics clients selected
across a range of revenues and industry verticals over the 9 months prior to April of 2011.
• Call center performance provided by IBM

20. Delivering Personalized Offers Across Channels in Real Time
Challenge
 Outbound campaigns were ineffective – not taking
advantage of customer initiated interactions
 Needed to create a single, cross-channel, relationship with
each customer
 Disparate teams managed customer dialogs Inbound
contacts
 Needed to reduce marketing costs through optimization
Results Outbound
response
 Dynamic web offers generated 4x as much revenue as a
static offer
 Relevant, real-time campaigns drive higher response rates
 85M targeted offers served each day across 5 channels – direct mail,
email, web, call center, and branches Customer Profile
 €20M increase in earnings expected
 Lowered direct marketing cost 35%
 Faster campaign cycle times: reduced from 26 weeks per One of the largest financial services
campaign to just 4 weeks firms in Europe.

21. Orvis Increases Cross Sell Revenues by 70%
Challenge
 Struggling to keep recommendations up to date for
4,400 site products
 Drive additional sales and increase average order values
Solution
 Tackled the challenge with Intelligent Offer, for timely,
behavior-based product recommendations
 Orvis merchandisers like the strong controls that
Intelligent Offer provides Customer Profile
Orvis is the longest-running mail order
business in the United States. In addition,
Results the company has more than 44 retail stores
in the United States and United Kingdom
 Site revenue from product recommendations increased and more than 500 dealers worldwide.
by 70% Orvis’ award-winning website offers not only
 Product recommendations on the product details page, products but also content, including Orvis-
as a percentage of total site sales doubled, rising from 3% endorsed lodges information, free fly fishing
to 6% tips, and expert articles.

22. MERCI
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