best practices in event marketing
TRANSCRIPT
1
Best Practices in Event
Marketing
Ed Kornacki, Product Manager
Sarah Grzybowski, Marketing Manager
@IBMExpOne | #IBMExpOne
5
Customers want to be understood,
to be engaged and to co-create
brand experiences.
©2015 IBM Corporation5
6
6
Marketers want to make
better decisions, automate
real-time personalization
and coordinate execution
across systems
©2015 IBM Corporation
7
84% 92%
5 MinutesHigh expectations
70%
of smartphone users
check an app as soon
as they wake up
Fickle
of consumers research
Online and seek opinions
via earned media before
a purchase
of consumers have stopped
doing business with a brand
following a poor customer
experience
the response time users
expect from a company once
they have contacted it via
social media
Always Connected Easy Access to information
©2015 IBM Corporation
Success in today’s world means meeting and exceeding customer
expectations
8
Understand Engage
Optimize
Leaders are shifting to a model of customer engagement
©2015 IBM Corporation
9
And are achieving breakthrough results with an omni-channel
approach
*SOURCE: The State of Marketing 2013: IBM’s Global Survey of Marketers, IBM Center for Applied Insights
©2015 IBM Corporation
11
Integrates
inbound/outbound
and online/offline
92%continue the push to knowing
their customers
20%of leaders integrate inbound and
outbound communications
Knows customer
context and integrates
accordingly
Top
Others DifferenceLeaders
Source. “The State of Marketing 2013: IBM’s Global Survey of Marketers,” IBM Center for Applied Insights, May 2013.
1.4x
Outperformers understand the need to understand their
customers’ behavior across channels
68% 92%
©2015 IBM Corporation
12
Acquire high value
customers efficiently
• High cost to acquire customers caused
by lack of insight into which messages
and tactics bring in most valuable
customers
Engage existing customers to drive
retention and loyalty
• Low conversion with messages that
don’t resonate
• Inability to foster customer journey
across time and channels
Lack of customer understanding causes struggles with common
business goals
©2015 IBM Corporation
14
Who is she?
How does she get her information?
How does she interact with my brand?
Is she my target audience?
Re-visit your customer personas
©2015 IBM Corporation
16
Is this an opportunity to…
Align the customers intent to your business goals
©2015 IBM Corporation
Acquire new customers
Grow Lifetime Value
Increase Loyalty
Reduce Acquisition Costs
Reduce Customer Service Costs
20
Marketing Operations
Reduce channel
silos through
collaboration
and measurement
Interaction & Campaign
Management
Drive relevant messaging
across offline and online
channels
Multi-channel Execution
Align with customers’
expectations on their
channel of preference
at the right moment
Customer Analytics
Discover customer
preferences and
behavior across
channels and predict
what the customer
wants
A Complete Omni-Channel Marketing Solution
©2015 IBM Corporation
22
• Monitors customers’ granular business
transaction data and identifies
meaningful behavioral changes that are
indicators of cross-sell, retention, and
relationship deepening opportunities
• Capable of alerting campaign
management or interaction
management systems in real time
• Can work with overwhelmingly large
volumes of data without requiring heavy
additional IT investment
• Integrated with IBM InfoSphere
Streams
Omni-channel opportunity detection
IBM Opportunity Detect detects marketing opportunities in
business transactions
©2015 IBM Corporation
23
Understand Engage
Optimize
©2015 IBM Corporation
Supporting the three stages of customer engagement
• An omni-channel, customer-specific listening
application
• Identifies marketing opportunities from both
traditional and non-traditional channels
• Enables reacting when customers stop
interacting
24
• Accurate source of high-yield leads for
right time marketing communications
• Provides customer-specific and relevant
historical information to support
intelligent customer dialogs
• Interfaces with on-channel and off-
channel marketing applications
Understand Engage
Optimize
©2015 IBM Corporation
Supporting the three stages of customer engagement
• An omni-channel, customer-specific listening
application
• Identifies marketing opportunities from both
traditional and non-traditional channels
• Enables reacting when customers stop
interacting
25
• Provides an accessible way for marketers to build and improve detection
algorithms
• Invites a start-small and grow-in-sophistication over time approach
• Intuitive approach invites sharing learnings and gaining buy-in to the approach
across organizations
• Accurate source of high-yield leads for
right time marketing communications
• Provides customer-specific and relevant
historical information to support intelligent
customer dialogs
• Interfaces with on-channel and off-
channel marketing applications
Understand Engage
Optimize
©2015 IBM Corporation
Supporting the three stages of customer engagement
• An omni-channel, customer-specific listening
application
• Identifies marketing opportunities from both
traditional and non-traditional channels
• Enables reacting when customers stop
interacting
26
Expand on successful
detection patterns
Focus on use cases that
require a timely response
Make customer goals
your business goals
Do what you can
with available
data
Build to your
capacity to
respond
Do more as knowledge
of technology deepens
©2015 IBM Corporation
Best practices in designing event detection campaigns
27
time
Service Events
Credit Card Product Behavior
Example States
• Big spender
• Largest transaction
ever
• Increasing Spend
• Decreasing frequency
of spend
........etc……
…….etc……
• First rewards
redeemer
“Many States”
Categories Of
State
Revolving Patterns
Spending Behavior
Credit Limit
History….etc
Rewards Usage
“Categories”
……etc……
……etc……
“CC Utilization Example”
ActivationCross
sellAcquisition Utilization
stimulationRetention Win backUp-sell
Event detected when:
• Significant drop in volume & value of
spend
• Merchant mix moves
down market
• Recent limit increase, no increase in
utilization
• Temp increase rolled over
©2015 IBM Corporation
The real value of events is found in the granular transactional data
28
Jennifer regularly uses her Retail Bank card for weekly purchases of gas and
groceries and reserves her Big Rewards card for large purchases
Jennifer just used her Retail Bank card for several large holiday purchases
Jennifer’s satisfaction is at risk!
Jennifer’s recent purchases brings her
balance near its limit
She will exceed her limit when she charges
her weekly gas or grocery purchases
She has come to value her Retail Bank card more because of its attractive interest rate
©2015 IBM Corporation
Let’s make sure Jennifer gets what she needs!
29
Marketing makes a personalized offer!
Automatically detects change in purchase behavior along with credit qualifications
Jennifer receives a “click to accept” mobile push notification with a personalized offer to
increase the credit limit
Jennifer accepts the offer!
The personalized message confirms
Jennifer’s decision to use her Retail Bank
card for all her purchases
©2015 IBM Corporation
Let’s make sure Jennifer gets what she needs!
30
Max talks to his brother Fred daily
Max now calls Fred in the US 3 times a week
Max is at risk!
Max’s current cell phone plan is not optimal
for calling abroad
Max’s calling charges will rise sharply and
dissatisfaction looms
Fred moves to the US, Max remains in Germany
©2015 IBM Corporation
How can I retain Max as a customer?
31
Marketing makes a personalized offer to Max
Automatically detects the change in calling behavior and makes an
offer for more optimal plan
But Max ignores offer and is still at risk!
Max doesn’t realize the significance of the offer
Marketing offer renewed and accepted!
Marketing detects lack of offer acceptance and
renews the offer to coincide with billing cycle
The offer is accepted and Max remains a
satisfied customer
©2015 IBM Corporation
Marketing understands the what and why
Customer
events
Event detectionReal-time Dynamic Offer
Generation
Real-time
Real-time
Offer tailored for customer based
on
• Behavior patterns
• Offer & Response history
• Segment
email mobile
push
32 ©2015 IBM Corporation
How might you accomplish this with technology?
33
“Exactly What You Want” is a merchant that sells urban clothing and has both physical stores
and a web commerce site. Anne regularly purchases items from the store and online.
Anne has a recent history of buying items “On Sale” but has just
purchased a Spring coat in the store at full price.
Anne is now browsing the web site for accessories
A purchase of a major garment that breaks a
pattern of “On Sale” purchases could indicate
that Anne is making a wardrobe change and
eager to complete it
Anne values her reward card and identifies herself when making purchases
Opportunity to increase Anne’s delight!
Let’s make sure Anne gets what she needs!
©2015 IBM Corporation
34
Automatically detects new purchasing behavior and informs the online offer management
system which can automatically couple that information with browsing behavior
When Anne begins to look for accessories, the combination of purchase and browsing
behavior creates an offer that leads Anne to accessories that complement her new coat.
The acceptance of the offer deepens Anne’s
relationship with the merchant and improves
the likelihood of making more full price
purchases
Marketing makes a personalized offer to Anne
Anne follows through on the offer!
©2015 IBM Corporation
Let’s make sure Anne gets what she needs!
Customer
purchase events
Event
detection
In store or
website Online Offer
Generation
Real-time
Online offer tailored for
customer based on
• Offline behavior patterns
(real-time or batch)
• Inline behavior patterns
• Offer & Response history
• SegmentMobile or web
online offer
35
Online pattern
detection
©2015 IBM Corporation
How might you accomplish this with technology?
36
Reduces time-to-market
Provides new ways to
interact
Increases conversion rates
Building logic is intuitive, Campaign deployment is fast Enable messaging to customers as soon as events are detected
Enable new ways to interact and dialog with customers that are not possible in such a quick, simple and efficient manner.
Identify opportunities immediately Relevance is significantly higher for the customer Conversion rates are increased
Reduces contact rate The actions are directed at smaller and selective groups
Creates more relevant
leads
Identify opportunities that are relevant to the customer Customer perceives marketing as a service
Reaping the benefits of understanding customer behavior
©2015 IBM Corporation
37
Technology is only part of the solution
©2015 IBM Corporation
• Tune reaction times to utilize time sensitive
insights
• Fashion messaging to be sensitive to personal
information
• Encourage design collaboration between
business and technical users
38
Who Should Attend IBM Amplify:
Executives and practitioners in marketing,
commerce and customer analytics
Why Attend IBM Amplify:
• Network with over 2,800 industry leaders,
executives and practitioners in marketing,
commerce, merchandising and customer analytics.
• Discover the latest trends and innovative solutions
that demonstrate measurable business results.
• Get hands-on with the latest technologies and
solutions.
• Experience the newest innovations from IBM
through 200+ sessions and workshops plus the latest
product demos.
• Anticipate behavior and deliver flawless customer
service.
• Capitalize on opportunities with mobile, social, cloud
and analytics.
IBM Amplify Tracks:
Register by February 28th to save $200 off the standard rate.
For more details, visit ibm.com/ibmexperienceone
May 11-13 | San Diego Convention Center #ibmamplify
Commerce - create a unique brand experience
across all channels for both B2B and B2C omni-
channel commerce
Customer analytics - acquire the right
customers, optimize the customer experience,
understand the customer journey, and minimize
fraud
Marketing - target, engage and win customers
across multiple channels by combining proven
best practices with innovative technologies
Merchandising - maximize sales, profit and
shopper loyalty in an omni-channel environment
39
Thank You!
Sarah Grzybowski
IBM Marketing Manager
IBM ExperienceOne
Ed Kornacki
IBM Product Manager
IBM ExperienceOne
[email protected]@IBMExpOne
Slideshare
YouTube
©2015 IBM Corporation