© 2012 IBM Corporation IBM Enterprise Marketing Management (EMM) and Unica overview IBM EMM.

© 2012 IBM Corporation

IBM Enterprise Marketing Management (EMM) and Unica overview

IBM EMM


IBM Enterprise Marketing Management

To power the success of every marketing organization with innovative technology solutions

To power the success of every marketing organization with innovative technology solutions

Our Mission

Meeting the needs of:– Cross-channel marketers– Online marketers– Marketing servicesTwo deployment models:– On Premises– SaaS

The recognized leader in marketing software solutions

Meeting the needs of:– Cross-channel marketers– Online marketers– Marketing servicesTwo deployment models:– On Premises– SaaS

The recognized leader in marketing software solutions

Product Leadership

IBM’s Enterprise Marketing Management solutions offer proven web and customer analytics, event detection, cross-channel campaign management, interaction management, online

ad/search optimization, email marketing, and marketing resource management.

IBM’s Enterprise Marketing Management solutions offer proven web and customer analytics, event detection, cross-channel campaign management, interaction management, online

ad/search optimization, email marketing, and marketing resource management.

Our EMM Offerings

Over 2,500 organizations worldwide Tens of thousands of total users Extensive service offerings >200 partners

Over 2,500 organizations worldwide Tens of thousands of total users Extensive service offerings >200 partners

Customer and Partner Success

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Marketing’s challenges…and opportunities

Channels proliferate…

Network of pages Network of people

The Internet evolves…

The consumer is in control…

The rate of change accelerates…

Marketing’s role must evolve…

Years to reach 50M users:

TV13 Yrs

TV13 Yrs

Internet4 Yrs

Internet4 Yrs

Facebook3 Yrs

Facebook3 Yrs

Tablet2 Yrs

Tablet2 Yrs


Customers

Marketing’s Evolving Role

Awareness Demand GenerationConsideration, Preference, Transact

CustomerEngagement

Energized, Delighted,Fans, Broadcasters

Energized, Delighted,Fans, Broadcasters

Prospects

Customer Experience

Quality, Consistency, Convenience

Quality, Consistency, Convenience


Enterprise Marketing Management (EMM) is the platform

EMM: a comprehensive suite that improves and integrates five critical processes

Managebudgets and processes

and measure results

Decideon the best action or communication

Deliverengaging messages and capture reactions

Collectdata that augments

each customer profile

Analyzedata to find

actionable insights

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EMM flexibly addresses the needs of specific user groups

USER GROUP NEED EMM SOLUTION

Digital Marketing

Optimization

Digital marketers

Turn online prospects into repeat customers and loyal advocates

Marketing Interaction

Optimization

Customer relationship marketers

Engage each customer and prospect in a one-to-one dialogue across communication channels

Marketing Performance Optimization

Marketing leaders & planners

Improve marketing operations and planning to maximize marketing ROI

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Merchandising & sales planners

Price, Promotion, and Product Mix

Optimization

Align prices, promotions and product offerings to increase customer loyalty and profit


Engage each customer and prospect in a cross-channel dialogue that builds upon their past and current behavior

IBM’s Enterprise Marketing Management Capability Framework


IBM’s Enterprise Marketing ManagementComprehensive suite of marketing management capabilities

Facilitates collaboration and cross-channel planning, design, execution, and measurement.

Integrated Marketing Operations

Integrated Marketing Operations

AwarenessAwareness DecisioningDecisioning ExecutionExecution

Plans & Budgets

Plans & Budgets People &

Processes

People & Processes Data &

Assets

Data & Assets Measurement &

Performance

Measurement & Performance

Web and Digital Analytics

Web and Digital Analytics

Predictive Analytics


Visual Exploration

Visual Exploration

Event Detection

Event Detection

SegmentationSegmentation

Offer Management

Offer Management

Real-time andBehavioral Targeting

Real-time andBehavioral Targeting

Interaction History

Interaction History

Contact Optimization


eMaileMail

Inbound Integration

Inbound Integration

Lead Routing and Monitoring

Lead Routing and Monitoring

Distributed Marketing


Online Ad/Search Bid Management

Online Ad/Search Bid Management

Centralized Decisioning

Determine the best

message to extend in outbound

and inbound marketing channels.

Cross Channel

Execution

Deliver highly relevant

marketing messages and

retain a corporate memory of

interactions.Facilitates collaboration and cross-channel planning,

design, execution, and measurement

Customer Awareness

Leverage comprehensi

ve data to identify

opportunities and predict marketing outcomes.


Where IBM Unica Campaign fits into the IBM Unica Enterprise Offering

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Operations

Awareness Decisioning Execution

Web & Digital Analytics

Event Detection


Visual Exploration

Segmentation

Offer Management

Interaction History

Real-time, Behavioral Targeting


Email

Inbound Integration

Lead Routing & Monitoring


Search/ Display Ad

Management

Plans & Budgets

People & Processes

Data & Assets

Measurement & Performance

IBM UNICA CAMPAIGN


What Is Unica Campaign?

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CAMPAIGN MANAGEMENT CAMPAIGN MANAGEMENT software: Used to plan, design, execute, measure and

analyze personalized marketing campaigns

Capable of managing all types of large-scale, multi-wave and cross-channel campaigns

Creates a “marketing system of record” for offers, segments and interaction history

Recognized best-of-breed functionality, scalability and record of customer success

Serves as integration hub for add-on modules:– Email marketing– Contact optimization– Real-time interactions– Distributed marketing


Business Challenges Addressed by Unica Campaign

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Effectiveness of campaigns declining – need to INCREASE PRECISIONINCREASE PRECISION of targeting and better track what’s working and what’s not

Volume of campaigns growing – requires greater OPERATIONAL EFFICIENCY OPERATIONAL EFFICIENCY and best practice standardization

COMPLEXITYCOMPLEXITY of campaigns increasing (multi-wave, cross-channel, highly personalized) – harder to manage

Need to leverage data STORED IN MANY PLACESSTORED IN MANY PLACES

Need to REDUCE DEPENDENCE ON I.T. REDUCE DEPENDENCE ON I.T. to execute campaigns


Recent Adoption Patterns – by Product

common starting point adoption considerations

• Something already in place?• Can you tag the site?

• Do you have “inbound channels?”

• Who controls the channels?

• Has Campaign created new bottlenecks?

• Do you have a top-down mandate or buy-in?

• Feeling the pain?• ESP contract or existing

investment in infrastructure?

+

common next step

use more of Campaign:•Offer management

•Interaction history

•Strategic segments

•Custom macros

•etc.

most commonnext product

Coremetrics Web Analytics


Product Dependencies

can be used standalone

but also has many

integrations with Campaign

can be used standalone

IMPORTANT: all products are positioned as being part of the integrated IBM Marketing Interaction Optimization solutionbut positioned and packaged

as usable stand-alone

Coremetrics Web Analytics

can be used standalone but also has some integration

with Campaign

can work with and

complement Interact

DE

PE

ND

EN

T


EMM leader quadrant is a group of major players with IBM as the leader

Gartner CRM MCCM

© 2012 IBM Corporation15

A Broad Set of Vendors may “Compete” in a Given Deal

Marketing Operations Specialists

B2B Upstarts

Web Personalization & Offers

Web AnalyticsE-Mail SoftwareCRM/ERP Data & Analytics

Mid-Market EMM Email Deliverability Search Bid Mgmnt


IBM’s EMM Solutions Drive Real Marketing Value

Improve customer loyalty:Reward Zone membership

doubled in 3 months. 17% profit increase

Reduce cycle time / boost efficiency:

Reduced campaign cycle times from 26 weeks per campaign to just 4 weeks

Improve marketing quality

Reduced late projects from 35% to 5%. Eliminated “trashed” projects.

Increase online conversions:On-site search conversion up 31%. Average order size for search up 5%

Increase volume thru automation:

Increased number ofcampaigns by 30x

Targeted ads increase revenue100% increase in coupon redemption

Large increase in revenue form new customers

2010 Unica, An IBM Company

© 2012 IBM Corporation17 17

Customer Profile

Unica Enterprise meets the needs of:–Cross-channel marketers–Online marketers–Marketing services–Online and bricks-and-mortar retail industry customers

Customer needs/pain points• Long campaign cycle time, slow time-to-market, and high costs of marketing campaigns. • Imprecise targeting of customers, resulting in low response rates & poor business results.• Poor reuse of customers’ past behavior to determine, over time, how to communicate with

them now & in the future. • One-off relationships with customers -- no loyalty, no lifetime value. • Abandoned shopping carts, with no way to recover potential sales therein. • Inconsistent experience for customers as they move between channels. • Scattered decision-making throughout different parts / different channels of marketing

organization.

Target Audiences– (VP, Director): Database Marketing, Direct Marketing, Internet Marketing, Relationship Marketing,

Field Marketing, Marketing Operations, Customer Experience–CIO/IT

Targeted Key Industries :Retail Finance

Telco Auto

High Tech Insurance

Life Sciences Media & Publishing

Travel & Leisure Brokerage & Investment


Why marketers choose IBM Enterprise Marketing Management

Unmatched experience serving marketers

• Thousands of marketing organizations• Every major industry• On six continents

Broadest and deepest product functionality

• More modules than any other vendor• More capabilities within each module• Top ranks from analysts• Strategic commitment to marketing software

Groundbreaking vision for the future

• Integrating marketing and breaking down marketing silos• Blend of deployment options (SaaS, on-premise, hosted by partners)• Marketing as part of Smarter Commerce18


Quick facts-

IBM’s Enterprise Marketing Management software empowers organizations and individuals to turn their passion for marketing into valuable customer relationships and more profitable business outcomes. These solutions integrate and streamline all aspects of online and offline marketing. Including customer and web, analytics ( Over 75% of uses some form today), centralized decisioning, cross-channel execution, online optimization, and marketing operations

Unica helps marketers can plan, design, execute, measure, and analyze multi-wave, cross-channel, and highly personalized marketing campaigns

IBM, Unica, and Coremetrics have a passion for customer success, as demonstrated by hundreds of satisfied customers a cross many industries and around the world.

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With IBM Strong hold in the land of IT and EMM focus of the Marketing groups we are now able to gain mind share of marketing and IT leaders.

Marketing is undergoing a fundamental change as power shifts to the consumer, channels proliferate, competition intensifies, and marketing complexity grows.

The internet continues to transform how consumers buy and influence and how companies communicate with and service their customers.

A new marketing role is emerging. It is aware of the customers’ needs and facilitates customer experience with relevant and consistent messages across channels. New marketing is more collaborative and feels like a service.

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Quick facts-


Key products that drive results!

Unica Leads

Lead management solution focused on the delivery of quality leads in a timely manner.

Unica Detect

•Event detection solution focused on the Improvement of cross-sell and retention rates by detecting when customers are most receptive to offers.


Unica Campaign

• Along with outbound campaign management it will alone you to determine, in real time, the right message to present in inbound marketing channels.

Unica PredictiveInsight

• UPI is a key tool in building better customer relationships through more relevant interactions based on data mining and predictive modeling.

Unica eMessage

• Combined with campaign it adds email authoring and execution to the marketing campaign.


IBM Coremetrics Digital Marketing Optimization Suite


Highest score for strategy

Highest score for current offering

Highest score possible (and only one) for application usability and administration

Highest score possible (and only one) for corporate strategy

The Forrester Wave is copyrighted by Forrester Research, Inc. Forrester and Forrester Wave are trademarks of Forrester Research, Inc. The Forrester Wave is a graphical representation of Forrester's call on a market and is plotted using a detailed spreadsheet with exposed scores, weightings, and comments. Forrester does not endorse any vendor, product, or service depicted in the Forrester Wave. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change.

The Forrester Wave is copyrighted by Forrester Research, Inc. Forrester and Forrester Wave are trademarks of Forrester Research, Inc. The Forrester Wave is a graphical representation of Forrester's call on a market and is plotted using a detailed spreadsheet with exposed scores, weightings, and comments. Forrester does not endorse any vendor, product, or service depicted in the Forrester Wave. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change.

IBM Web Analytics cited as a leader by independent research firm

The Forrester Wave™: Web Analytics, Q4 2011, Forrester Research, Inc., October 6, 2011


Introducing the IBM Coremetrics Digital Marketing Optimization Suite

CustomerProfiles

Web Analytics DigitalMarketing Execution

+ +

A compelling experience throughout each customer’s digital lifecycle.

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IBM Coremetrics LIVE Profile provides a complete picture of each customer’s lifetime interactions with your business

Customer Attributes

Social & Mobile

Off-line Interactions

Systems of Record

Traffic Sources

Lifetime Website Behavior

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Web Analytics provides marketers with answers for increasing return on marketing investments

IBM Coremetrics Web Analytics

IBM Coremetrics Enterprise Analytics

IBM Coremetrics Impression Attribution

IBM Coremetrics Lifecycle

IBM Coremetrics Multichannel Analytics

IBM Coremetrics Social Analytics

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IBM Coremetrics Web Analytics: the complete, cloud-based digital analytics engine at the heart of the Coremetrics Digital Marketing Optimization Suite

• Complete insights for marketers & power users

• Real-time KPIs and dashboards• Benchmarks• Mobile analytics• Deepest power-user analytics• and more. . .

• Embed analytics into your enterprise and digital eco-system

• Tag management and digital data exchange• Websphere integrations honed over years• Self-service data feeds

• Go from behavioral insight to automated marketing action with just a few clicks

• Granular visitor-activity warehouse, captured by IBM Coremetrics LIVE Profiles

• Fluid navigation connects Coremetrics Web Analytics to digital marketing applications

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Analytics for optimizing your web presences, marketing ROI and for

turning visitors into repeat customers and loyal advocates.


IBM Coremetrics Benchmark: industry performance reporting versus peers and competitors

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Performance metrics for uncovering areas of opportunity, improvement or discovering trends in your industry.

• Performance analytics. Peer-level benchmarking metrics that deliver competitive data for industry-specific key performance indicators (KPIs).

• Aggregated and anonymous. The only solution to provide complete comparative metrics with no modeling or extrapolation.

• Flexible and timely reporting. Measure site performance competitively and historically with visibility into daily, weekly, monthly, quarterly or even annual data.


IBM Coremetrics Lifecycle: customer milestone reporting that gives marketers more effective tools to cultivate high-value customers • Industry-unique analytics for

increasing customer value. Advance customers quickly from one milestone to the next.

• Analysis across multiple sessions. Use cross-session funnel analysis to understand which milestones most influence repeat visit behavior over time.

• Discover. Pinpoint key customer touchpoints that drive milestone progression.

• Marketing Automation. Re-target active visitors with automated, tailored email.

• Trending. Gain insight into time-to-reach milestones for better programmatic planning.

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Improve lifetime value by targeting each individual based on where they

are in the customer journey.


Digital marketing execution empowers marketers to orchestrate a compelling experience throughout each customer’s digital lifecycle

IBM Coremetrics LIVEmail

IBM Coremetrics AdTarget

IBM Coremetrics Intelligent Offer

IBM Coremetrics Search Marketing

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Coremetrics key information

Key benefit in value proposition: Helps Increase conversions and retention.

Improved top-line performance for the executive in the Coremetrics Financial Services customer profile.

Used as a deployment model to optimize online marketing.

Coremetrics is SaaS and can be called by other products.

Can be used with ILOG as part of the fulfillment phase of the EMM/ Smarter Commerce.

WebSphere Commerce and Coremetrics bridges marketing and selling.

Influenced by practitioners but buying decisions made by executives.

Advance customers by investing in marketing, content, and products

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IBM leads the market for marketing technology solutions

IBM: LeaderThe Forrester Wave™: Web Analytics, Q4 ‘11

IBM: LeaderThe Forrester Wave™: Cross-Channel Campaign Management, Q1 ‘12

IBM: LeaderMagic Quadrant: Integrated Marketing Management, October 2011

IBM: LeaderMagic Quadrant: Multi-channel Campaign Management, May 2012

IBM: LeaderMagic Quadrant: Marketing Resource Management, February 2012

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IBM Coremetrics LIVEmail: out-of-the-box ESP integration that leverages the power of customer insights to deliver targeted email campaigns

• Drive Conversion. Attract customers back during consideration cycle.

• Save money. Retarget only the appropriate audience.

• Automation. Automate targeted email programs via certified ESP partner network.

• Relevancy. Map email content & recommendations to visitor preferences.

• Advanced analytics. Rich segmentation and performance analytics.

Drive superior returns for your email marketing efforts.

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© 2012 IBM Corporation IBM Enterprise Marketing Management (EMM) and Unica overview IBM EMM.

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Transcript of © 2012 IBM Corporation IBM Enterprise Marketing Management (EMM) and Unica overview IBM EMM.