Taking Action on the Customer Journey
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Simon Lye, Channel Sales, IBM Marketing Cloud Better understanding and acting on the holistic customer journey is paramount to success for today’s marketers. Reaching that goal has become increasingly complicated due to an explosion of disparate technologies and fragmented data sources. How can marketers collect and stitch together the customer data they need, and then act upon that information to drive results? Simon, Lye, Partner Manager with IBM, will explain what major brands are doing to solve this problem at a foundational level – including knowing the right tools, technologies and approaches – so they can drive more personalized experiences across multiple touch points.
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Taking Action on the Customer Journey
- 1. Taking Action on the Customer Journey Simon Lye IBM Marketing Cloud
- 2. Source: Ipsos OTX/Google 2012 Holiday Shopping Intentions Survey Wave 1: (Q11). In which of the following ways do you think you’ll approach your Holiday shopping? 44% Research online and purchase online 51% Research online prior to store visit 32% Research online, visit store to view product, then return online to purchase 17% Visit store first, then purchase online The Customer Journey is Changing
- 3. 50-80% of the buying process is done before you speak to your buyer Email remains preferred channel of most consumers Mobile and social engagement are up Online traffic and sales are increasing
- 4. Customers also have high expectations… 4 a seamless and integrated experience across channels to receive personalized, timely information, service and promotions you to know and understand them
- 5. “To succeed in the digital era, you have to be totally in sync with the behavior and preferences of your customers in a fast- changing landscape. You have to be quick and adaptable.” Source: CMO, Retail Stepping up to the challenge: CMO Insights from the IBM Global C-suite Study
- 6. Breakdown silos and integrate tools Customer Interactions Events SMS Mobile Blogs Call Center Location Communities Push Facebook Twitter Wearables Retail Email Devices+ SMS
- 7. Customer Data Types Implicitly from their behaviors Integrated SystemsExplicitly from the Customer
- 8. CRM ECOMMERCE INVENTORY Integrated Systems – Understand what data is available to you WEB ANALYTICS
- 9. What is IBM Marketing Cloud?
- 10. 1 2 01 5 0 8 5 6 5 3 0 02 6 0 3 0 02 5 0 11 5 0 3 0 0 0 0 1 0 0 7 0 2 7 0 > Customizable dashboard with configurable widgets > Personalized (pinned) sending options for making recurring settings default > Drag and drop campaign, segment and webform builders > Real-time error validation guides marketers through the sending process > Simplified sending experience to focus on most commonly performed actions > Over 80 pre-configured reports > Database growth reporting IBM MARKETING CLOUD
- 11. MARKETING AUTOMATION RICH PLATFORM > Visual drag and drop multi-touch campaign builder > Centralized Scoring with BANT, demographic and behavioral sections > Marketer-friendly operators for easy segment creation > Powerful decision diamonds help you to route customers to the most relevant next action > A/B/C/D testing on content, subject line and from names > 98% Deliverability rate – one of the highest in the industry
- 12. JOURNEY DESIGN AND ANALYTICS
- 13. CUSTOMER EXPERIENCE ANALYTICS A single place to answer… what is happening and why > Go from question to decision in minutes with unified analytics > Turn data points into a point of view with a complete understanding of the customer’s journey > Relive customer experiences so you can identify where they succeed or fail > Unite around the customer with visibility across all channels and the ability to easily collaborate around insights
- 14. UBX POWERED WITH ENSIGHTEN UBX powered with Ensighten enables IBM Commerce customers to better orchestrate their marketing technologies and data sources to improve customer experiences.
- 17. • Have better INSIGHTS • Make better DECISIONS • Get better RESULTS “…but make it easier by moving the work” IBM Client Advisory Board MARKETERS WANT TO BE SMARTER
- 18. Partner Sites CRM Mobile sites & App Affiliates & Remarketers Call Center Offline Ad Promo codes Online properties Offsite Ads & Content Organic & Paid Search Onsite Ads & Content COLLECT, STITCH, OWN, ACT WITH YOUR BRANDED DATA Ensighten + IBM Ensighten + IBM Ensighten + IBM Ensighten + IBM Ensighten + IBM
- 19. POWERING IBM COMMERCE Onsite Websites, Web Apps Mobile Applications 1,000 MarTech Vendor Tags Offsite Display, Video, IoT Campaign Management Journey Analysis Contact Optimization Personalization Digital Advertising UBX powered with Ensighten
- 20. IBM MARKETING: TAKE ACTION Campaign Mgt Open Audience Syndication Analytics Journey Design Budgeting & Expense Planning Universal Behavior Exchange Workflow Management Email SMS Mobile Push In-app msgs Social Personalization
- 21. More complete understanding of customer journey and Omni- Channel customer view for digital campaigns Action all Insights in real time across all Onsite, Offsite, and Offline Channels to drive real-time action while customer is “In the Moment” BENEFITS SOCIAL, EMAIL, DISPLAY SURVEY, CRM, LIVE CHAT ONSITEOFFSITEOFFLINE WEBSITE APPAPP
- 22. 23
Editor's Notes
- - changes in the customer journey changes the way customer expect brands to interact with them But for today’s marketers those goals can be extremely hard to achieve. With as much as 90% of the buying process happening before your customer ever interacts directly with your brand, the consumer is more in control of the buying process than ever. And the proliferation of mobile devices and channels for consumers to interact with your brand through makes things even more complicated. With approximately 55% of open now happening on a mobile device we can no longer take a siloed approach to our marketing programs. To be effective marketers have to be able to deliver a consistent experience across channels, allow the customer to control the flow of the dialog and provide them with content that is personalized to their stated and inferred interests.
- Most common internal challenges that we here most often preventing marketers from getting where they want to be. Siloed data ->presenting a fragmented picture of customers Lack of control over data within your companies Inability to provide relevant content at the individual level Challenge to message customer on right channel (get customer’s attention) Inability to execute in real time or to determine the right time Lack of clear insight into how individual customers like to interact with your brand I’m sure many of you agree with these finding and are dealing with the fallout of these challenges. Whether it’s: Working with IT to connect key systems Pulling all the different types of data (behavioral/transactional/channel - social/profile) to gain a single customer view You might be struggling to deliver a great experience for your customers because you either don’t have enough data on them or can’t learn from it or use it in a way that enhances how you engage with them There may be opportunities to discover new segments that you’ve never identified due to gaps in the data you collect (or how it’s served up) Or you might simply not have the data you need to figure out where best to invest your spend. What channel you should invest more in, which segment is going to give you the biggest bank for your buck? These findings come from a 2015 report from eConsultancy, and as you can see, other marketers are generally struggling in the same areas you likely are: 47% - Turning data into insights 45% - Turning insights into actionable segments 38% - Single customer view 37% - Moving data between systems eConsultancy Report - Marketing Pain Points and How to Overcome Them Most marketers understand this and want to be able to provide these types of experiences for their customers, but some
- And I think that this is fairly accurately encapsulated by this quote from a CMO in the retail industry who states that we in order to succeed, we need to be paying attention to everything that our customers are doing in order to be successful. I think that this points to a number of things We have to know who they are We have to have an understanding of what they’re actually doing rather than the limited profile data that we know about they And we have to respond to what it is that they’re doing. We can’t capture it and measure it and then complete ignore it.
- 70% CMO’s say that their biggest focus is to create a single view of the customer
- When I think about data that we want to gather When identifying the right sources of data and behaviors for your organization, there are 3 key areas you want to focus on: Profile Email Web Mobile Social Data that come from key integrations, such as purchase data, CRM data, support data or purchase data. So, we’re going to take a look some key data sources and share a few strategies and technologies for capturing more of them. We’ll focus on Profile and External Systems now, and then dig in to the others in more depth later in the presentation.
- Next, let’s talk about external systems. If you are not connecting your marketing database to these kinds of systems you are missing out on an opportunity to capture and use data that can make your messages more targeted to the individual (like much of what we just talked about). If you haven’t done it already, you should sit down with your IT department to get a clear picture of the other 3rd party systems that your organization is using and determine if any of those are capturing data that you could use in your marketing programs. You might be surprised by what you find. Once you understand that, you should figure out where you have gaps related to data that you want to be capturing and set about finding a 3rd party product that can capture that data for you. I guarantee you there is a provider out there for any possible data want or need that you may have.
- The IBM® Marketing Cloud enables the delivery of exceptional experiences for customers across the entire buyer journey by leveraging customer data, providing analytical insights and automating cross-channel interactions. The IBM Marketing Cloud is part of IBM Marketing Solutions. IBM Marketing Solutions make it easier to design meaningful customer experiences across applications, devices and time to accelerate today's results and tomorrow's ambitions. Design and automate Deliver consistent cross-channel experiences for email, mobile, web and social that convert at a higher rate. Use embedded analytics Understand and report on customer behavior to make better marketing decisions while driving deeper customer engagement. Provides faster time to ROI Uses a cloud-based digital marketing platform and integrates easier with other customer data sources and applications.
- With Ensighten, we have created a disruptive CX Analytics offering to the market place that delivers on the entire Customer Journey across all channels. Data for analytics comes in many forms. Now you have a place where you can make sure it’s in synch. When you add your data — or connect to it — and start exploring it with automatic visualizations, you can trust what you’re using for your insights. The digital analytics market is ripe for disruption. For example, an Adobe Translator offering from Ensighten provides seamless translation into the IBM Marketing Solution platform – including CXA and IMC Answer business questions The moment you upload your data or tap into provided data sources, you can ask a question in your own words and automatically get a visualization with answers. Drill down to examine details or get a new and different perspective. Take confident action on insights Learn what’s most likely to influence outcomes. When you define a target, such as customer churn, won deals or product quality, you see the top drivers associated with the outcome. You can keep it simple or go in depth by exploring the math behind the findings. You’re now ready to take action — confidently. Tell a compelling story Build a dashboard or an infographic and let the stories come. A simple drag-and-drop user experience creates beautiful visuals that can show your data off to its best advantage. Repeat this with the data you need to share. When you’re finished, you’re ready to make your point — compellingly.
- From data ownership to intelligent automated decisioning to accountability in analytics, marketers are required to do so much more with less time, money and resources. They not only want, but need to be more smart, efficient and better equipped to understand. At IBM, we are bringing answers to those questions to the marketer.
- Currently we have many data bases We have to manually pull data from one source and try to join with another source: e.g. to marry emails to get a count of potential registration leads: we had to pull a list from Cheetahmail, another from Admail, another from CDB and manually combine them, then deduplicate them before coming up with a count We need to find a more effective way to STITCH data; whence the hadoop cluster. This is the beginning stages of a data ecosystem
- Marketing Cloud site cat data to Marketing Cloud
- Technology used optimally can shift the time spent on execution to higher value activities to understand your customers, design experiences, and optimize. At IBM, by partnering with Ensighten and other technologies via our Universal Behavior Exchange, we are bringing this expectation to the Marketer now. We recognize there are other incredibly powerful technologies that can power our clients customer experience needs. We will discuss UBX shortly. Within the IBM Marketing technology stack we are focused on making every action a marketer take becoming a high value one. By linking the journey design, budgeting and planning and analytics to the ACTION – or marketing automation, marketers can spend time optimizing customer journeys instead of doing tasks like importing and exporting data between systems. IBM Marketing Cloud and Customer Experience Analytics are two such pillars in our product offering. We’ve been working very hard over the past few years to bring ALL of the digital action needs into one system in martech. For example, you might not be aware but IMC or IBM Marketing Cloud has mobile push or in app messaging capabilities.