When IBM started using Optimizely in late 2015, they were running less than a hundred experiments a year. Fast forward to today and they’re on track to run well over 3,000 a/b tests and personalization campaigns this year. In this webinar you’ll get a behind the scenes look at how the testing Center of Excellence (COE) at IBM empowers one of the world’s largest marketing organizations to achieve digital excellence.

1. 1
How IBM is Unifying the
Customer Journey with
Personalization
Suman Patnaik & Wes McCabe
October 2019

2. 2
Wes McCabe
Senior Product Marketing
Manager
Suman Patnaik
Global Lead, Web Experience and
Content Analytics
Introductions

3. 3
Housekeeping
● We are recording this webinar
● You’ll receive the recording and slides
● We’ll answer all questions at the end

4. optimizely.com/digital-change-agents/

5. 5
Agenda
● Introduction
● About Optimizely
● IBM’s Journey
● Q&A

6. Revenue, share of wallet, funnel conversion, risk
mitigation, ops efficiency
What
We Do Next gen “Test and Learn” platform for enterprise-
wide digital experience optimization
Over 1B impressions daily
Replaces Digital Guesswork
With Evidence-based Optimization
Digital Experimentation
SaaS Platform
Apply the scientific method to “at-scale”
business decision making.
20X increase in Yield

7. 1MEXPERIMENTS RUN
1BEXPERIENCES PER DAY EVENTS HANDLED PER DAY
6B
24OF FORTUNE 100
80NPS FOR TECH.
SUPPORT
OF THE INTERBRAND
40%
Optimizely is the World’s Leading Experimentation
& Personalization Platform

8. What
We Enable
+2,000
+51%
+$21M
+19%
+28%
Improved subscription
acquisition
Users Scale and agility
of experiments; users
incremental
in revenue
Improved Driver
Acquisition
increase in cross-sell
performance

9. Experimentation: Testing variations of digital experiences
with real users and deploying what wins
+21%
-5%

10. Personalization: Deliver the best digital experience for
each audience you serve.
+9%
MEN
+11% WOMEN

11. 11
A/B Testing
Find the average-best experience
Personalization
Deliver the best experience for each
visitor

12. 12
“In the online world, businesses have the opportunity to
develop very deep relationships with customers...so that
you can use that individualized knowledge of the
customer to accelerate their discovery process.”
Jeff Bezos
“Accurately predicting the movies Netflix members
will love is a key component of our service”
Neil Hunt, Chief Product Officer
The value of personalization is in the trillions of dollars
Personalization at scale
has the potential to create
$1.7 trillion to $3 trillion
in new value.
Based on projections by McKinsey Global Institute

14. Chapter 1 How do you begin?
14
Experiments Created per Year
2015 97
Program Roll-Out
Pre-Marketing
A/B Tests Personalization

15. Scaling a mindset of web experimentation at
IBM has required significant cultural shift
15
PAST
The challenge that was blocking adoption in 2015?
It was a centralized program owned by one person –
resulting in an undemocratic process for a practice
meant to be collaborative.
Hey there, Ari!
How are you doing?

16. Chapter 2 How do you scale?
16
2017
2018
679
2,615
Experiments Created per Year
2016 512
2015 97
Program Roll-Out
Pre-Marketing
Program Roll-Out
Post-Marketing
A/B Tests Personalization

17. 17
CMO Support
IBM CMO Michelle Peluso kicked off
the Quarter of Client-Centricity in Q2
2018.
Making the Marketer
We kicked off a worldwide tour to
bring best practices from all
disciplines, including
experimentation, to every marketer.
2018 CHQ Contest
2018 saw immediate adoption of
personalization, yielding many novel
ideas worldwide, with support of
newly launched CoE.
2018: Review of a year in experimentation

18. A decentralized program allowed marketers to
embrace their successes and reframe failures
18
Make testing a part of the campaign planning
& content optimization process.
Testing & Personalization Center of
Excellence guides marketing teams at all
levels of proficiency.
Understand the drivers of performance and
the areas of opportunity. Iterate on
experiments & always learn from previous
results.

19. Chapter 3 Go from counting to culture
19
2017
2018
679
2,615
Experiments Created per Year
2016 512
2015 97
Program Roll-Out
Pre-Marketing
Program Roll-Out
Post-Marketing
A/B Tests Personalization
2019
YTD
2,179 ?

20. A cultural shift from optimizing web pages in silos
to connecting the digital journey
20
Dynamic
Ad Creative
Ad
Lorem
ipsum
ad finis
CTA
Image
Ad Ad Ad
Personalized
Page Nurture

21. Optimizing not only one web page but connecting the digital journey
21
Full creative execution of
Cloud Narrative included
both prospecting and
retargeting with
differentiated creative
Application Innovation
Data & AI
Multi Cloud
Display banner1
Prospecting Retargeting
On-site personalization2
https://www.ibm.com/cloud/yourcloud/

22. 22
“2019 focuses on journey unification
through personalization on scale”

23. Chapter 4 How do you make this matter
for business outcomes?
23

24. We are always re-assessing the impact of our web presence
24
Personalization
Design Language
Enterprise Architecture
SEOJourney
Analytics & Data
Product Marketing
Multiple go-to market strategies
and supporting platforms
Web
Simplification
Governance
Standards
Integrated platform
Centralized web strategy

25. Working towards 2020 web innovations like
always-on personalization built into the CMS
25
Always-On Personalization
Customizing next best action for visitor to take
based on journey and behavior
Recommended
for you
The IBM z14 family of servers is the
core of trusted digital experiences.
Technology challenge?Ask a
bona fide expert at no cost.
Hear real-world successes with the
secure and scalable and IBM Z
1
2
3
Page experience
Authoring experience
Platform foundations

26. 26
“If you want to build a ship,
don’t drum up the people
to gather wood, divide the
work, and give orders.
Instead, teach them to yearn
for the vast and endless sea.”
– Antoine de Saint-Exupéry, the author of The Little Prince

27. Thank You!