Martin Radford Solutions Consultant ExpOne
Real-Time Marketing
Real-time marketing is marketing performed “on-the-fly” to determine an appropriate or optimal approach to a particular customer at a particular time and place
Advantages to customers •
Delights by anticipating customer needs and desires
•
Delivers a smarter, personalized, and timely customer experience that is rooted in the context for each customer
•
Seamless and consistent cross-channel experience that eliminates the frustration of inappropriate offers
•
Promotes the feeling of being known and treated according to their individual wants and needs
74% of online consumers get frustrated with websites when content appears to have nothing to do with their interests. (Janrain)
Advantages to organisations •
Increases the success of revenue-generating recommendations, such as up-sell, cross-sell, and retention
•
Empowers customer-facing employees by giving them the optimal recommendation for each customer
•
Engages with customers through the appropriate interaction channel, exactly when they are most ready for influence e.g. when they are on your website, in your store or talking with you call centre
•
Increases customer satisfaction and loyalty
81% of marketers perceive increase in customer engagement as the main benefit of real-time marketing. (Evergage)
IBM enables real-time marketing http://www.voluptatem.quia
http://www.voluptatem.quia/maliquam.html
DETAILS
HOME PAGE
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Offer or Topic WWW
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inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut
fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat
Offer
!
perspiciatis unde omnis iste natus
hold time…
[authentication]
Topic
“Greetings”
reason for call
resolution
Offer
CALL CENTER
Turns every customer touch-point into a channel for the kind of personalised marketing messages previously only delivered through outbound campaigns
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How is the personalised message selected? Different approaches: • Deterministic: the user programs the logic that makes the selection • Predictive: algorithms make the selection
DETERMINISTIC
PREDICTIVE
Strengths: • Gives marketers more control over results • Expected results are easy to see
Strengths: • Models do the work • Self-learning/ selfimproving over time
Weaknesses: • Time-consuming to build and maintain • Limited by marketers’ intuition
Weaknesses: • Takes control from marketers’ – “black box” • Performance can be slowed by processing requirements
Outbound and Inbound are a single, centralised decision engine real-time interaction management
SPSS Modeler
Decision Management
Customer DB
segments offers contact & response history attribution reporting
Operational Systems
outbound campaign management
How does it work? QUALIFICATION & BEHAVIOR ANALYSIS
OFFER TREATMENT • Identify relevant offers for assigned segment
Dynamic segmentation based on: • Existing customer data
SESSION DATA
• Context (session data) • Web service call-outs
• Identify relative weighting of offers by marketer
SEGMENT Assigned
CANDIDATE Offers
OFFER ?
WINNING Offer
ARBITRATION
SCORING / SUPPRESSION
• Apply self-learning scores
• Retrieve scores from master score lists
• Integrated, configurable algorithm • Algorithm is replaceable (“pluggable”)
• Use master suppression lists to filter out offers
OFFER Finalists w/Scores
• Filter offers based on previous presentation/outcome
Real-time marketing on a website Calls to Interact drive page content execute Login (0132, getOffers(WSHomePage,1), getProfile(0132))
?
Personalization Segments Java Coding Search Terms Previous Interest in Integration Senior IT Director Eligible Segment Integration Search
Recommended Offer Offer A – WAS MQ7 Offer B – SOA Message
?
Example: A/B Test
Score Score 100 100
100 100
Java Coding Terms
Business Agility TCO White Study
85 90
90 80
Senior IT
WAS vs WL ROI …
96
98
?
Reacting to built up behaviour over time Identify key patterns in behaviour across interactions Views investment page 3x in 1 day
Customer likely wants to make investment NOW If Bank does not react customer likely to invest money elsewhere
Views several tablet computers in 1 hour
Customer wants to buy tablet computer NOW Help him make a decision and win his business
Visits “Check out w/o Purchase” 4x in 1 day
Customer wants to buy NOW but hesitates for some reason Offer % off shipping costs to push to purchase
IBM Interact Advanced Patterns – Event Triggers Day 1 p.m.
Day 1 a.m. Dulux paint page viewed on mobile web Count Event
Other page viewed Other page viewed
Dulux paint page viewed on website Count Event
Day 2 a.m. Other page Other page viewed viewed Other page viewed
Trigger Dulux paint interest Pattern Post Event Trigger
Interact Personalized Offer Logic
3 Dulux paint pages visited in 2 Days
A/P Pattern Detection
Dulux paint page viewed on website Count Event
Triggers Patterns which are: •
time bound
•
can persist for “n” days
•
or for a rolling time period
Day 2 p.m. Other page viewed
Dulux paint Offer
Building a pattern •
“Object” saved to system table
•
Tracks patterns of customer activity
•
Has a memory i.e. tracks events across sessions
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Tracks for each AudienceID (e.g. CustomerID)
•
Triggers associated actions that fire when all events occur
Website
DuluxPageVisited
DULUXINTEREST
DuluxPageVisited already occurred
DuluxPageVisited just occurred
DuluxPageVisited waiting to occur
Enhanced Multi-touch Campaigns Using Event Patterns EVENT PATTERN 1 Dulux Paint 25% Reject Offer
EVENT PATTERN 2 Dulux Paint BOGOF Accept Offer
EVENT PATTERN 3 Brush Kit Accept Offer
EVENT PATTERN 4
EVENT PATTERN 5
EVENT PATTERN 6
Related OfferA
Related OfferB Related OfferC
Not just in-channel messages •
Extend the interaction outside the inbound channel • Support the in-channel message •
Enhance the customer experience
http://www.voluptatem.quia
HOME PAGE
Offer or Topic WWW
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fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat
http://www.voluptatem.quia/maliquam.html
DETAILS perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut perspiciatis unde omnis iste natus
fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat
Offer 1
!
IBM Omni-Channel Message Orchestrator 1 Ensure all available channels present offers that are optimized for a customer in the context of their interaction, avoiding unnecessary repetition, and using the most effective channel(s).
Event trigger received
Event triggers
OmniChannel Message Orchestrator
2 Silverpop hi
Xtify (cloud/sdk)
Call Interact to get best offer
WSC, DA / Tealeaf Interact WSC Widget
Offer/Message Orchestration for Real-Time Personalisation across multiple channels
Interact Strategies
3 Customer Firewall Offers delivered in messages
Digital Messaging Services Gateway
Send offers
Thank you
