Ally Scott: Solutions Consultant, IBM ExperienceOne12/03/2015

Digital Customer EngagementOr where Silverpop fits

Agenda

• Silverpop• Integration into the Marketing Environment

• Digital Analytics• Campaign• Interact• CRM

What is Digital Customer Engagement ?

The ability to thoughtfully engage individuals with contextually

relevant messages at the right time, at the right place, and

through the best digital channel

8 . All Lisa's activity; offer delivery, offer

redemption, is logged to a common cross-

channel interaction history and can then be

used for determining the Next Best Offer

7. They don’t want to buy now,

And so on...

Lisa’s Profile

Lisa’s journey with ABC stores

3. Lisa receives a push message

with a couple of offers from ABC;

20% off sofas for 24 hours and free

2. Lisa adds a Penryn sofa to

her basket but abandons the

purchase as she is out

shopping and it is

inconvenient right now.

1. Lisa is in Reading with John,

browsing the ABC website on

her mobile looking at living

room furniture

6. On their way through the store they stop

in the kitchen department in the area with

coffee makers. Lisa’s phone beeps, it is an

offer from ABC for coffee makers, valid for

28 days.

7. They don’t want to buy now,

having just spent so much on a

sofa, but may be later, when

their next month’s salary has

arrived,...

4. Lisa and John fancy a sit down,

so they decide to go into the store

as it is close by. They go and look

at the sofas then have a coffee

whilst they have a think

5. They decide to buy the sofa and

redeem the offer in store . A thank-you

email is sent to Lisa with Offers on

cushions and lamps.

© 2013 IBM Corporation

Lisa’s Profile• Married to John

• 34 years old

• Recently moved to Reading

• Homeowner

• Income £40k to 50k

• My ABC cardholder

• ABC Mobile App User

Digital Analytics

Campaign / Silverpop

Interact

Platform

20% off sofas for 24 hours and free

coffee for two in store.

Why Silverpop?

• Integrated with IBM ExperienceOne products

• Capture more behaviour data from more

sources

• Supports multiple digital channels

• Integrated with CRM solutions

• Partner network extends capability• Partner network extends capability

• Automation and performance

• Which can result in:

Exceptional time to value and increased ROI

UNIVERSAL SINGLE MULTI- BEHAVIORAL

Silverpop ENGAGE PLATFORM

UNIVERSAL BEHAVIOR

Capture Every

Action Captures and

manages behavior

across every digital

and offline channel

to build unparalleled

insight into each

individual

SINGLE IDENTITY

Connect The Dots

Connects every

customer touch

point into a

single view

MULTI-CHANNEL

Communicate Across

Platforms Sends

personalized

messages

everywhere each

customer prefers

to connect

BEHAVIORAL INSIGHTS

Understand Path To

RevenueDiscovers customer

preferences by

analyzing data from

all devices and

channels

MARKETING DATABASE

Manage

Behaviors

At Scale Manages everything

about each customer,

easily and at scale

INTERACTION ENGINE

Automate Communications

Gets personal with

each customer, one at

a time and in real-time

Uses deep individual insight

Mobile AppHow are customers using your app?

Coupons / OffersWhat is the NBA ? Redemption?

Social MediaWhat are they sharing?What are they saying?

Check-In-LocationsWhere are your customers now?

SILVERPOPBEHAVIOURAL

DATABASE

Campaign SystemWhat segment? What value?

NewsletterWhen opened? What clicked?

WebsiteWhat are customers looking at?

DATABASE

RecommendationsWhat category ?What clicked?

Individualised messaging increases engagement

Subject Line PersonalizationFirst name personalization

Personalised Content Name and contact info for each customer’s personal rep

Dynamic Subject LinesThe subject line changes based on the type and duration of club membership

Individualised Content ListsFor any customer who has purchased two or more items in the last 90 days, list each purchase with review links

E-commerce-driven PersonalizationDisplay totals and other engaging content to drive follow-on purchases

1 3

42

7

1

2

3

4

5

follow-on purchases

Website-driven ContentDirectly track each customer’s Web activity and prompt them to visit new areas of the site

Data-driven Dynamic ImageImage is selected based on demographic and profile info

Score-driven Dynamic OfferDiscounts/prices vary by social influence and time since last purchase

4

5

6

2

8

6

7

8Can all be driven using customer profile, transactional and Offer data sent from IBM Campaign

Triggered Email Air New Zealand

Triggered Email 2 Air New Zealand

10

Communication steps

Marketers visually build the content and cadence for automated campaigns across email, sms, mobile app* and lead routes.

Decision diamonds

Easily add business criteria to determine when and which path each individual moves down.

Advanced processing

Extensive capabilities drive real-time

1

2

3

1

2

3

Program automation drives interactions at scale

Extensive capabilities drive real-time interactions and links to external systems - Sync with CRM, add to CRM campaign, End Track contacts etc

Hyper individualised content

Dynamic content, relational table content, behavioural content, real-time content and send time optimisation are available in each step

3

11

44

* Future capability

EMAILDeliver individualized

messaging

WEBCreate a

personalised

MOBILEGive customers highly relevant

SYSTEMSConnect data,

distribute insights,

Delivered across digital channels

messaging throughout every

step in the customer lifecycle

personalised

content experience

for each website

visitor

highly relevant interactions – in

store, in app, and on the go

distribute insights, and automate

interactions across all of your marketing

technology

Silverpop Integrations

IBM Digital Analytics

IBM Interact

INTEGRATE Digital Recs

DigitalAnalytics

IBM Campaign

IBM Interact

13

CRM

Content Management

Systems

IBM Campaign

CRMSystems Social

Partners

Content Management

eCommerce

Silverpop Integrations

IBM Digital Analytics

IBM Interact

DigitalAnalytics

14

CRM

Content Management

Systems

INTEGRATE Data

SaaS based marketing

automation

Use DDX to fire Silverpop tags

Out-of-the-box integrationfor managing tags on digital

properties, data

syndication, and a certified

partner network

DDX and Silverpop

Deploy and manage Silverpop Web Tracking tags certified within DDX

Return

Digital Analytics Data and Silverpop Universal Behaviors

Silverpop UB connector for two Digital Analytic tag event types

Send DA Abandoned Basket

and Purchase to SP for use in

Universal Behaviors and

Programs

Silverpop Integrations

IBM Digital Analytics

IBM Interact

DigitalAnalytics

17

CRM

Content Management

Systems

INTEGRATE DataDigital Recs

Wizard for inserting Product

Recommendations image blocks

into a mailing template in content

editor

Put Product Recommendations in your emails to drive revenue

Rendered on email open

‘Product Targeting’

18

Target 1 Target 2

‘Product Targeting’

Silverpop Integrations

IBM Digital Analytics

IBM Interact

IBM Campaign

19

CRM

Content Management

Systems

INTEGRATE Data

Silverpop and Campaign Integration Contact Sync & Response Data - Email Execution & Behavioural Response

Contact

Trigger

Send F

TP

On

-Pre

mis

e IBM Campaign

List Selection

IBM Campaign

Follow up

Decisioning

IBM Campaign

Response

Management

ResponseData

IBM Campaign

Custom

Reports

- Both Campaign & Silverpop initiated - Response data & web tracking

List

IBM

/ S

ilve

rpo

p

Trigger

Send F

TP

OpenEmail

Data

eM

ail

Se

nd

Silverpop

Work

flow

Co

ntr

ol

Engage

Behavioural

Database

Click-ThroughResponse Manager

Web Behavior

Silverpop & Campaign:• Update/Add Opt-Outs• Update/New Opt-InsScheduled / AdHocOutput & Upload multiple listsField matchingSecure and reliable

- Response data & web tracking- Multiple event types

Standard Silverpop Reporting

Recurring mailing – Send from Campaign

• Create a Silverpop Database for the Birthday Campaign

• With a Contact List to receive the List for each send

• Build the Trigger to upload the Contact List and Execute the

Campaign

Offer tracking using a PURL

Response tracking for IBM Campaign

• Have fields in the SP Database(s) for data to upload(OfferCode,

Indiv-Id)

• Run/schedule the flowchart with the trigger to upload response data

• This will upload all raw events since last upload from all SP

databases

• Stores response data in Campaign system tables

• Run response flowcharts in Campaign to write Response History

• Run Reports• Run Reports

Silverpop Integrations

Delivering Offers across multiple channels, including email, in real-time

IBM Digital Analytics

IBM Interact

24

CRM

Content Management

Systems

INTEGRATE DataIBM

Interact

Silverpop and Interact with Omni-Channel Message Orchestrator

Or real-time push messaging

1.

Pages viewed(DDX tag)

Interact

OMOCalls

Interact to

get an offer

Customer’s daughter has

recently had her 17th birthday &

looking at car insurance. Target

for Young Driver policies.

2.

Get OfferDDX tag data

Interact

OMODispatcher

sends offers

to the

channels

API call response

?

Young Driver Offer

3.

Offe

r P

ara

mete

rs

4.

Young Driver Offer

Offer parameters from Interact

sent to Silverpop to drive

personalisation and conditional

content in real-time

Reinforce web messaging through

email and mobile app delivery

Silverpop Integrations

IBM Digital Analytics

IBM Interact

CRM

Content Management

Systems

INTEGRATE Data

CRMSystems

CRM Integration – B2B Marketing

SCV

IBM Campaign Manages Customer

Marketing

Silverpop delivers emails, SMS and

mobile app push for IBM Campaign.

Silverpop identifies prospects from web

behaviour and puts into a nurture Program, scoring the prospect

based on their activity and engagement

Silverpop sends qualified leads to the

CRM system

Salesperson manages the qualified Lead in the

CRM System. Status changes synced to

Silverpop; cold, bought,...

IBM Digital Analytics collects web behaviour

for Silverpop

DDX tag

Salesperson can add contacts to Silverpopemail campaigns from within CRM system for events, webinars etc.

When prospect buys and becomes a customer

they enter SCV