1. Introduction to IBM Interact for partners
Alan Bunce, IBM product marketing
The purpose of this presentation is to introduce you to the IBM Interact product. Interact is a powerful marketing application, and we could spend a significant amount of time reviewing its capabilities. However, in this presentation I will limit myself to the basics in an attempt to help you understand simply what Interact does, how it works, its value and what makes it unique.

2. Building a “Smarter Planet” is a central IBM objective
At IBM, we mean that intelligence is being infused into the systems and processes that make the world work—into things no one would recognize as computers: cars, appliances, roadways, power grids, clothes, even natural systems such as agriculture and waterways.
Today, it's not a question as to whether the technology to build a smarter planet is real. Now, we need to know what to do next. How do you infuse intelligence into a system for which no one enterprise or agency is responsible? How do you bring all the necessary constituents together? How do you make the case for budget? Where should you start?
We've learned a lot over the past year about what it takes to build a smarter planet. Importantly, we’ve learned that our companies, our cities and our world are complex systems—indeed, systems of systems—that require new things of us as leaders, as workers and as citizens. A smarter planet will require a profound shift in management and governance toward far more collaborative approaches.

3. “Smarter Marketing” fits well with this goal
At IBM, we mean that intelligence is being infused into the systems and processes that make the world work—into things no one would recognize as computers: cars, appliances, roadways, power grids, clothes, even natural systems such as agriculture and waterways.
Today, it's not a question as to whether the technology to build a smarter planet is real. Now, we need to know what to do next. How do you infuse intelligence into a system for which no one enterprise or agency is responsible? How do you bring all the necessary constituents together? How do you make the case for budget? Where should you start?
We've learned a lot over the past year about what it takes to build a smarter planet. Importantly, we’ve learned that our companies, our cities and our world are complex systems—indeed, systems of systems—that require new things of us as leaders, as workers and as citizens. A smarter planet will require a profound shift in management and governance toward far more collaborative approaches.

4. Smarter Marketing software solutions are focused on user roles
USERS
NEED
Digital
Marketing Optimization
Digital marketers
Attract and convert visitors to Web sites and other digital properties
IBM INTERACT FITS HERE
Cross-channel Marketing Optimization
Customer relationship marketers
Engage customers in one-to-one dialogues across communication channels
Customer Experience Management
E-business & e-commerce
leaders
Eliminate obstacles in customers’ digital experiences that block conversion or other goals
Of course, most marketing organizations won’t – and shouldn’t – adopt the full set of EMM capabilities all at once. Doing so isn’t impossible, but it’s more typical to see marketing organizations start with EMM by choosing the needs of a particular group or team within the larger marketing organization to focus on first. To support this approach, IBM’s EMM suite is designed to be adopted as individual solutions for particular user groups.
Today, IBM’s EMM suite is made up of four specific solutions -- which have been designed for user groups with roles that align with typical/best practice marketing organizational structures:
Digital marketing groups typically have responsibility for all things digital, such as the Web site, mobile Web and mobile apps, search marketing, online display ads, sometimes and mobile messaging, and social media marketing. These digital marketing channels span all three media types, “paid,” “earned” and “owned.” These digital marketers need to turn online prospects into repeat customers and loyal advocates. The EMM solution for them is the Digital Marketing Optimization solution.
Customer relationship marketing groups that use customer data for targeted marketing intended to build relationships, increase customer loyalty, reduce churn and grow customer lifetime value. These marketers need to engage each customer and prospect in a one-to-one dialogue across communications channels. They typically use the “owned” media types, such as , direct mail, and increasingly live customer touch-points such as Web sites, call center, kiosks, and in-store or in-branch personnel. The EMM solution for them is Marketing Interaction Optimization.
[INSERT SECTION ON MERCHANDISERS AND SALES PLANNERS HERE.]
Marketing leaders, planners and decision-makers are less concerned about marketing through specific channels than in measuring overall marketing performance, creating marketing plans and budgets and making decisions about marketing investments. People in these roles need to improve overall marketing operations, and in particular the planning process, to reduce costs and increase results to maximize marketing ROI. The EMM solution for them is Marketing Performance Optimization.
Price, Promotion,
and Product Mix Optimization
Merchandising & sales planners
Make the best possible price, promotion and product mix decisions
Marketing
Performance Optimization
Marketing leaders & planners
Improve marketing operations and make better marketing plans

5. Smarter Marketing software solutions are focused on user roles
EXAMPLE FEATURES
Digital
Marketing Optimization
Web/Digital analytics
Product & content recommendations
Search marketing bid management
targeting
Display ad targeting
Web personalization
IBM INTERACT FITS HERE
Cross-channel Marketing Optimization
Outbound campaign management
Real-time interaction management
design & delivery
Campaign planning
Contact optimization
Event detection
Distributed marketing
Lead routing & monitoring
Customer Experience Management
Customer session replay
Problem identification & resolution
Customer behavior analytics
Customer experience dashboard
Usability analytics
Customer service rep interface
Customer session archive
Of course, most marketing organizations won’t – and shouldn’t – adopt the full set of EMM capabilities all at once. Doing so isn’t impossible, but it’s more typical to see marketing organizations start with EMM by choosing the needs of a particular group or team within the larger marketing organization to focus on first. To support this approach, IBM’s EMM suite is designed to be adopted as individual solutions for particular user groups.
Today, IBM’s EMM suite is made up of four specific solutions -- which have been designed for user groups with roles that align with typical/best practice marketing organizational structures:
Digital marketing groups typically have responsibility for all things digital, such as the Web site, mobile Web and mobile apps, search marketing, online display ads, sometimes and mobile messaging, and social media marketing. These digital marketing channels span all three media types, “paid,” “earned” and “owned.” These digital marketers need to turn online prospects into repeat customers and loyal advocates. The EMM solution for them is the Digital Marketing Optimization solution.
Customer relationship marketing groups that use customer data for targeted marketing intended to build relationships, increase customer loyalty, reduce churn and grow customer lifetime value. These marketers need to engage each customer and prospect in a one-to-one dialogue across communications channels. They typically use the “owned” media types, such as , direct mail, and increasingly live customer touch-points such as Web sites, call center, kiosks, and in-store or in-branch personnel. The EMM solution for them is Marketing Interaction Optimization.
[INSERT SECTION ON MERCHANDISERS AND SALES PLANNERS HERE.]
Marketing leaders, planners and decision-makers are less concerned about marketing through specific channels than in measuring overall marketing performance, creating marketing plans and budgets and making decisions about marketing investments. People in these roles need to improve overall marketing operations, and in particular the planning process, to reduce costs and increase results to maximize marketing ROI. The EMM solution for them is Marketing Performance Optimization.
Price, Promotion,
and Product Mix Optimization
Assortment optimization
Deal management
Lifecycle price management
Promotion management
Shopper insights
Strategic marketing planning
Trade optimization
Marketing
Performance Optimization
Program planning
Budget & expense management
Cross-channel interaction history
Response attribution
Reporting & calendars
Project & approval workflow
Marketing asset management

6. Introducing IBM Interact
IBM Interact is
REAL-TIME INTERACTION MANAGEMENT
software
Determines, in real-time, the best personalized message for each live customer interaction, especially “inbound” contacts
Can plug into any customer touch-point: Web site, call center, kiosk, point-of-sale, etc.
Personalization based on historical data and new information gained during the interaction
Connects and coordinates inbound marketing with outbound campaigns
Designed for easy usage and management (“so easy a marketer can do it”)
Can scale to meets the most rigorous performance requirements: 100,000s of concurrent sessions, response times < 0.1 sec
If I could only use one slide to present Interact to you, here’s what I would use. This slide covers all the basics. Interact is a software product that fits into the category that is often called “real-time interaction management.” This means that Interact determines, in real-time, the best personalized message to present to each customer or prospect during a live interaction, especially during “inbound” contacts. More on what we exactly mean by “inbound” in a moment. Interact can plug into any customer touch-point where these inbound contact or interactions may occur: a Web site, call center, kiosk, point-of-sale, etc.
Interact makes its personalization based on both historical data (i.e., what you knew about the person up until the moment of the interaction) and new information gained during the interaction. These personalization decisions made during inbound interactions can be connected and coordinated with what’s going on with outbound campaigns, when both inbound and outbound are managed within the IBM EMM system.
Interact is distinguished by its role-based user interface, much of which is designed especially for marketers and therefore is very easy to use.
And, in terms of performance – a critical issue with any real-time system – we can say confidently that Interact can scale to meets the most rigorous performance requirements, which often includes managing hundreds of thousands of concurrent sessions with response times of less than a tenth of a second.
Having covered these basics, let me now take a little more time to present to you more information about Interact you will find helpful in understand this product’s capabilities and value.

7. Interact enables “inbound marketing”
Inbound marketing: the presentation of personalized marketing messages during “inbound interactions” – when the customer or prospect chooses to contact you
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HOME PAGE
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DETAILS !
WWW
OFFER
OFFER !
CALL CENTER
With Interact in place, marketers can engage in what many people call “inbound marketing” – that is, the presentation of personalized marketing messages during “inbound interactions” -- when the customer or prospect chooses to contact you.
For example, imagine someone opens their laptop and to visit your Web site. The moment the person hits your home page is the first opportunity to conduct inbound marketing. Perhaps there’s a spot on that page where a personalized offer could be presented. Interact can decide what offer or message should be presented there. Perhaps the Web site visitor accepts the offer. If not, the person may click around on your site for awhile. Every time the customer clicks, you (and Interact) are learning more about the person’s interests, needs and desires. Deeper on your site, on pages where there may be more details about various topics, there may be other spots where personalized offers or messages could be presented. By combining what you already know about the visitor and what you’ve just learned from their browsing behavior, you can reconsider, in real-time, the offer you want to present to them. Perhaps this time the visitor is more interested in the offer chosen for them because it’s more relevant, and accepts the offer – a successful conversion!
The same kind of thing can happen in other channels. If someone picks up the phone and calls your call center, as another example, they may first authenticate or identify themselves using the automated attendant, and then sit on hold for a few moments waiting for a call center agent to become available. During this hold time is the first opportunity for inbound marketing, as Interact could select from a set of offers to present (using a recorded voice) to the caller while on hold. Later, when the call center agent picks up, the agent will talk to the caller and learn why they’re calling, hopefully addressing the caller’s need or resolving their issue – and perhaps at the same time learning valuable new information about the customer. If Interact is connected to the call center application the agent is using and into which he or she keys the just-learned information about the customer, Interact can immediately recommend a new offer to present to the customer verbally. This new offer may be more relevant, because of the new information learned during the call, and thereby achieve another successful conversion.
In the end, what “inbound marketing” really means is turning every customer touch-point into a channel for the kind of personalized marketing messages previously only delivered through outbound campaigns.
[authentication]
hold time… ?
“Greetings”
reason for call
resolution ?
OFFER
OFFER
Turns every customer touch-point into a channel for the kind of personalized marketing messages previously only delivered through outbound campaigns

8. How Interact works – basic
profile
data
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WELCOME
context
IBM
INTERACT
real-time decision
OFFER
blends segmentation, rules & algorithms
coordinates with outbound/batch
offer(s)
Having highlighted what inbound marketing is, and its growing popularity, let me now spend a few minutes digging into how Interact works – how it enables real-time, inbound marketing.
I will first describe in basic terms what Interact does.
The starting point of Interact’s decision process is when the Web site (or the call center application, or kiosk, ATM, or whatever the customer touch-point is) makes a call to Interact, indicating that a real-time decision is required, for example, to determine an offer to present in an empty space on a Web page. As part of this call, the Web site passes to Interact the context of the interaction with the customer or prospect – information about what the customer has been doing during that interaction (e.g., what Web site pages the customer has visited). At the same time, Interact is able to access profile data about the customer or prospect – often the kind of information that sits in a customer database. Think of the profile data as what was known about the customer or prospect before the interaction started, and the context as what has been learned about the customer in the last few moments.
With this information, Interact makes a real-time decision about how to personalize that interaction – for example, what offer or offers to present. In making this decision, Interact uses a combination of segmentation logic and rules – which would have been manually defined by the marketing team – and algorithms, which are set to monitor interactions over time and automate the process of building a mathematical model that can help make personalization decisions.
As a result of that real-time decision, Interact passes information back to the Web site, mostly likely the right offer or offers that have been selected by Interact to be presentes during that Interaction.

9. How marketers are using IBM Interact
Marketers use IBM Interact to: Increase conversions on Web sites Help call center agents retain and cross-sell/up-sell Help in-store/in-branch personnel engage customers on the spot Present offers on ATMs during withdrawals & deposits Use point-of-sale offers to get customers back to the store sooner Present offers on in-store kiosks to influence that day’s purchase Personalized confirmation s Send messages to mobile devices based on location Deliver personalized messages in Facebook apps
Here are a few examples of how marketing organization are using Interact today:
Personalize messages and offers on Web sites to increase conversions based on browsing behavior and past history – for both known and anonymous visitors
Prompt call center agents with retention and cross-sell/up-sell offers when they’re on the phone with customers
Suggest personalized message to in-store/in-branch personnel to engage better the customer standing in front of them
Present offers on ATMs while customers are making withdrawals
Deliver offers to customers at the point-of-sale to get them to come back to the store sooner and buy more the next time
Present offers on in-store kiosks to shoppers looking for information to increase purchase size
Make confirmational s (e.g., for a hotel reservation) more relevant by determining at the moment the is sent what offer to include
Send relevant offers to mobile devices based on the person’s location
Turn Facebook apps into delivery vehicles for personalized messages

10. Interact success stories where IBM & partners worked together
Winner, Smarter Commerce Global Summit “Market” Award, 2013
Finalist,
Marketing Success Award,
Unica customer conference,
2010
Presenter, Smarter Commerce Global Summit, 2013

11. Real-time marketing is on the rise, especially for marketing leaders
Survey question:
In which of the following channels is your company delivering or planning to deliver targeted/personalized messages in real-time?
Customer service / Call center
Website
Face-to-face (i.e. in-store, branch)
Social Media (i.e. Facebook, Twitter, blogs, review sites)
Mobile channels (i.e. SMS, mobile /web sites, applications)
Kiosk / ATM
Adjusting real-time offers based on context
2.6x
Source:
The State of Marketing: Annual Survey of Marketers, 2011
conducted by IBM – click here to obtain a copy.

12. How Interact works – detailed
offers
segment definitions
interaction history
Can use common:
Data from real-time service calls
IBM Interact
IBM Campaign
REAL-TIME LOGIC
Uses combination of segmentation, rules and event pattern recognition
PRE-CALCULATED DECISIONS
Builds white lists and black lists
Customer profile
candidate offers & scores
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WELCOME
Real-time context
white lists, black lists
ADD/REMOVE OFFERS
Adjust list of offers using white/black lists and suppression rules
…and factored into future batch campaigns.
OFFER
final offer(s)
revised offer list and scores
ARBITRATION
Self-learning algorithm or external model adjusts scores
I will now present a more detailed description of how Interact works.
The starting point of Interact’s decision process is when the Web site (or the call center application, or kiosk, ATM, or whatever the customer touch-point is) makes a call to Interact. Through Interact’s API -- or optionally, in the case of a Web page, a page tag-based integration -- Interact receives the “real-time context.” By “real-time context” we mean information about what is happening during the Web visit, information which Interact will use to make a decision about what personalized offer to deliver. It’s important to note that this passing of real-time context is not a one-time event. Throughout a Web visit (or a call center call, ATM or kiosk session, etc.), the Web site (or other system) can pass new information to Interact continuously, ensuring Interact has a complete picture of what has happened during the visit up to that very instant.
The real-time context is only one part of the basis on which Interact makes its real-time decision. Interact can also use a customer profile, optimized for usage in real-time scenarios, which contains customer data considered relevant to real-time decisions. Think of this as “what you knew about the customer before the current session.” It may contain demographical information, segment categorization, product ownership data, purchase history, etc. This information typically sits in a local data store that is created just for Interact to use, although Interact can also retrieve this information from a master data management system. Finally, Interact can make a real-time call-out to any Web services that can deliver other relevant data instantaneously. For example, Interact might need to know someone’s up-to-the-minute credit score.
With all this data made available, the first part of Interact’s real-time logic can execute. This logic uses a combination of a traditional segmentation approach, business rules and the ability to recognize when a particular action by a customer or prospect completes an important event pattern. The real-time logic identifies candidate offers for the person in question and score those offers. Without going into detail, as we’re trying to stay at a high level here, this blend of segmentation and rules provides marketers with a lot of control over the real-time logic, and makes it easy for them to set up the logic using concepts familiar to them. The output of this part of the process is a list of scored offers that are all candidates to be the final offer or offer presented to the customer. But creating this list of candidates is only the beginning of the story of how Interact makes decisions.
Interact is part of IBM’s Enterprise Marketing Management suite, and so its real-time decisions can be easily connected and coordinated with what’s happening elsewhere in your overall marketing efforts. One example of this integration is that Interact can accept additional offers and scores that you have pre-calculated. That is, you may have decided before the current live interaction what offers you want to be sure are always considered for a given person during a live interaction – we call this a “white list” -- or quite the opposite, you may want to make sure the person never sees certain offers – we call this a “black list.”
This kind of pre-calculation often takes place when planning and executing outbound campaigns, so this is an illustration of how IBM’s inbound marketing capabilities are connected to IBM’s outbound marketing capabilities. But inbound/real-time and outbound/pre-calculated aren’t just connected by the fact that Interact can work with both types of offers. Both decision processes – real-time and pre-calculated – can leverage a common set of building blocks, such as segment definitions, offers and an interaction history (interaction history being a history of contacts and responses and the ability to attribute accurately the former to the latter). Again, without going into great detail, this is a part of what enables IBM’s Enterprise Marketing Management suite to facilitate truly cross-channel customer dialogues, because every marketing activity, no matter what channel is happens in, be it an inbound or outbound channel, is managed using the same system.
Back to how Interact works: Once Interact has accessed the pre-calculated white lists and black lists, Interact undertakes a process of adding or removing offers from its lists of candidates using these lists, as well as its own internal suppression rules. An example of its own suppression rules might be that Interact knows there’s a limit to how many times a particular offer should be presented to a person, and so if a particular offer has been shown too many times already, Interact will remove it from consideration even though it may have been put on he initial list of candidates by either the real-time logic or the pre-calculated white and black lists. The output of this adding & removing process is a revised list of offers and scores.
Before I explain what happens next to this revised list of offers and scores, let me point out something about these offers themselves that are on the candidate list. There is tremendous flexibility in the nature of these offers. In particular, there are many option s when it comes to the audience level at which they are targeted. For example, offers can be put on the list because they are global offers – i.e., everyone is eligible for them. Or they can be segment-level offers – i.e., an offer is added to the list of candidates for that person because the person has been identified as being in a particular segment. And, of course, there can be individual-level offers, where an offer has been selected as a candidate for a specific person based on their particular characteristics. This interplay between global, segment-level and individual-level offer eligibility can be part of Interact’s real-time logic, or part of the pre-calculated decisions that generate a white list of offers that are added to the candidate list Interact initially generates.
The final major step in Interact’s process is the arbitration step. During arbitration, Interact takes the final version of the offer list with scores, and uses a self-learning algorithm to adjust those scores. Interact’s self-learning algorithm watches, over time, all the offers presented and the response or non-response, and uses the characteristics of responders to predict other people’s response likelihood in the future. Interact comes with its own self-learning algorithm, or an outside model can be used. The point is that it’s during this arbitration step that the science of this predictive self-learning model is blended with the art of the logic created by the marketer and used during earlier steps in the process to choose the optimal offer or offers from the list of candidates.
Once arbitration is complete, the final offer(s) -- depending on how many offers have been called for -- are passed back to the customer touchpoint (a Web site, in this example).
It’s important to remember that everything I’ve just described takes place in a fraction of second – the specific speed being determined by the volume of processing resources deployed behind Interact, that decision having been made by the performance requirements of the company using Interact.
The story is almost over at this point, but not quite. Interact will record the fact that an offer has been presented, and also the response or non-response. This information not only gets factored into the self-learning algorithm for future scoring, but also can be factored into future batch campaigns by becoming part of the centralized interaction history that used by both Interact and Campaign.
Records offer presentation and response or non-response
global
Offers can be:
segment-level
individual-level
Can be factored into self-learning for future scoring…

13. New feature from the last release: IBM Interact can recognize event patterns
Real-time decisions
Factoring in patterns over time:
person visits iPad page
person visits iPad page after visiting Kindle Fire and Samsung Galaxy pages earlier in the week
vs.
person calls about mortgage rates
today’s call about mortgage rates is the third this month
customer
profile
On the previous slide I indicated that IBM Interact can take event pattern recognition into consideration when making real-time decisions. Let me say more about that, because it’s important.
You might think of the process of making a real-time marketing decision as being a three-legged stool, because there are three important sources of insight that impact the decision that is made. One is the customer profile – what you already knew about the customer before the live interaction started. The second is the current content – what is happening during this live interaction that helps you understand the wants, needs and desires of the customer or prospect. The third is a sense of whether the current context completes a pattern formed over time.
Consider two simple examples: if a person who has bought electronics from you before visits a page on your Web site about iPads, you may want to present a personalized message or offer on the spot to get them to buy an iPad today. Perhaps you don’t want to offer too much, because you don’t want to lose the chance of earning good profit on the transaction and you feel if he doesn’t buy today he may come back and buy soon. But what if you knew that the person was visiting this iPad page after visiting your Kindle Fire page, and your Samsung Galaxy page? That might suggest to you that all these activities looked at together complete an imporant pattern – this person is shopping earnestly for a tablet, and may be about to make a purchase, from you or a competitor. That might change the way you want to market to them – you might feel that the time is now, and you must close a deal with this person immediately or risk losing their business. And so, the offer or message you present to them might be very different than if you didn’t know about this pattern.
Similarly, imagine if a person calls your call center to ask about mortgage rates. You might treat the person very differently if you knew this were the third time this month they’d called about mortgage rates, than if you didn’t know about the pattern.
Interact is distinguished by its ability to recognize these patterns formed over time, and factor them into real-time decisions. It’s a stool not missing any legs.
And the value of having all three legs, is that you make better real-time decisions, with better response rates.
patterns over time
current context
Value: better real-time decisions with better response rates

14. Advantages to IBM Interact’s approach to real-time decisions
Role-based UI includes intuitive interface for marketers
Stepwise approach increases control over the process
Offer flexibility allows for multiple audience levels
Interact’s decision-making process offers several advantages over other methods to real-time decision making:
Interact’s stepwise approach increases control over the process and visibility into likely outcomes and impact of changes to real-time logic,
Interact’s audience-level offer flexibility allows candidate offers to be generated at multiple levels: global, segment, individual.
The availability of a mix of algorithms and manually-built logic in Interact allows marketers to blend both to maximum effect.
Interact’s interface with IBM Campaign enables inbound/outbound marketing integration to build customer dialogs/
Blend of algorithms & manually-built logic gets best results
Inbound/outbound integration builds customer dialogs

15. Benefits of using IBM Interact
More targeted marketing opportunities by turning customer touch-points into marketing channels
Better response/conversion rates from:
Presenting offers when customers are ready to listen
Increasing relevance of offers by considering context
Improved customer experience by:
Increasing the value of inbound interactions
Connecting inbound & outbound to create dialogues over time
Interact delivers valuable benefits. Generally speaking, those benefits tend to fit into three categories:
(1) More targeted marketing opportunities by turning customer touch-points into marketing channels
(2) Better response/conversion rates from:
a) Presenting offers when customers and prospects are ready to listen – at the moment they contact you
b) Increasing relevance of offers by taking into account up-the-moment, new, contextual information
(3) Improved customer experience by:
a) Increasing the value of inbound interactions by making them more relevant to the customer, by providing offers “so relevant they seem like a service”
b) Connecting inbound with outbound to create true dialogues over time

16. Results from real IBM Interact users
Cross-sell success rate increased from under 10% to more than 40% in call centers and retail shops
4x response rate from Web site offers selected in real-time, not pre-calculated
250% increase in clicks per day,
400% increase in revenue per impression from Web and transactional personalization
5% increase in sales volume from Web personalization
200% increase in sales attributed to offers printed on receipts at point-of-sale
On this slide are results reported by real users of Interact
More personalized offers delivered in a week during inbound interactions than previously in a year with only outbound campaigns, with higher response rates

17. What does a company need in order to be prepared to use IBM Interact?
Vision – for how to transform the customer experience at every live touchpoint
Skills – real-time marketing skills, tech- and data-saavy power users, IT support
Organizational alignment – channels owners on-board with marketing
Help from experts – like our IBM partners!

18. Resources & call to action
Many of these slides, and more information on IBM Interact, are in the Interact sales kit on ParterWorld.
The Interact sales kit is part of the larger IBM Cross-channel Marketing Optimization sales kit on PartnerWorld.
Call to action: please reach out to your IBM partner relationship to learn more about IBM Interact and the rest of the IBM Smarter Marketing solutions!

19. RTIM customers IBM serves have a range of needs – this is not a “one size fits all” market
PRIMARY USE CASES
Carts & content: e-commerce managers who want shoppers to put more in their carts; content owners who want visitors to read more
Digital personalization: digital marketers who want to personalize Web site and mobile experiences
digital
inbound
outbound
traditional
Cross-channel marketing: marketing leaders who want to coordinate targeted marketing across all customer touchpoints
Cross-functional customer experience management: cross-functional corporate teams which want to consider more than just marketing actions during customer interactions

20. Each use case extends the type of “action” and the type of communication channels in play
cross-functional customer experience
cross-functional
cross-channel marketing
ACTIONS
digital personalization
marketing
carts & content
digital
cross-channel
CHANNELS

21. IBM products and solutions support each real-time scenario, building on and adding to each other
(Interact + SPSS Modeler, CDS) + IBM SPSS Decision Management + IBM Information Management + IBM NBA Optimizer
cross-functional
cross-functional customer experience
ACTIONS
IBM Interact
+ IBM SPSS Modeler + IBM SPSS Collaboration & Deployment Services (CDS)
marketing
cross-channel marketing
digital personalization
IBM Marketing Center
carts & content
IBM Digital Recommendations
digital
cross-channel
CHANNELS

22. Often now branded as “IBM Next Best
Moving across the spectrum also represents as shift from packaged, purpose-built applications to more of a solution approach
tailored solution
packaged application
(Interact + SPSS Modeler, CDS) + IBM SPSS Decision Management + IBM Information Management + IBM NBA Optimizer
Often now branded as “IBM Next Best
Action Signature
Solution”
cross-functional
cross-functional customer experience
ACTIONS
IBM Interact
+ IBM SPSS Modeler + IBM SPSS Collaboration & Deployment Services (CDS)
marketing
cross-channel marketing
digital personalization
IBM Marketing Center
carts & content
IBM Digital Recommendations
digital
cross-channel
CHANNELS

23. Thank you.

24. What Is IBM Contact Optimization?
CONTACT OPTIMIZATION software:
Determines the optimal contact strategy for each customer
Uses powerful, integrated algorithms
Balances business objectives and constraints with customer preferences and history
Achieves maximum overall marketing ROI while satisfying the need of individual product lines and businesses

25. What Is IBM Opportunity Detection?
EVENT-BASED MARKETING software:
Monitors customers’ granular transaction data and identifies meaningful behavioral changes
Alerts lead management or campaign management systems
Can work with overwhelmingly large volumes of data without requiring heavy additional IT investment
Comes with a library of trigger definitions and tools to define and build new triggers

26. IBM Marketing Center: Cloud-based solution for digital marketers - combines web analytics data with real-time marketing in single app
Deliver marketing communications designed for each customer as an individual
Primarily use web analytics data as input, upload offline data to enhance online profiles
With a few clicks go from analytical insight to campaign management
marketing
Site personalization
List targeting
Automate A/B testing
Automate marketing tracking & analytics
Use campaign management for orchestration, scheduling, prioritization, avoid contact fatigue
IBM Digital Analytics customers: no retagging needed
New customers: Can use as a standalone after adding IBM tags
See slide
Primarily uses digital analytics data as input. Enables upload of offline data as needed.