© 2009 Ogilvy1

Marketing Automation

What is it and why it is important for Ogilvy

July 2010

© 2009 Ogilvy2

WHAT IS UNICA?

Unica is a company selling marketing software solutions.

IBM has licensed five modules from Unica

The implementation of the Unica products is part of a larger Marketing Transformation Initiative

Unica is a strategic partner of Ogilvy NA

© 2009 Ogilvy3

Marketing Automation essential to deliver upon strategic priorities

© 2009 Ogilvy44

Automated campaign execution

Automated response capture & routing

RLM acts upon Registration only

Real-time Business Intelligence

Falling BehindFalling Behind

DifferentiatingDifferentiating

FoundationalFoundational

CompetitiveCompetitive

LeadingLeadingBusiness Process Business Process Transformation Transformation GoalsGoals

Supporting Supporting

TechnologyTechnology

Disparate tactics in market

Outbound emails, separate events, separate Web tactics

Inconsistent response capture manual follow-up

Manual reporting

Many separate systems

Spreadsheets

Integrated Campaign and Response/Lead Management (Unica Campaign & Leads)

Separate Web analytics tools

Leverage Web Analytics (Unica NetInsight)

Common Web registration platform

Replace disparate planning tools

Integrated Dynamic Web Offers (Unica Interact)

Industry leading full circle integration and intelligence

“Connect the dots” on IBM interactions with the market from beta-to buy, using OnTARGET, Web Presence, Social Media, Unica Modules, Registration systems, Business Partner systems, CRM/Siebel, fulfillment, orders

IBM Research predictive models leveraged by Unica platform

Ability to target campaigns based on web activity

RLM acts upon complete view of customer web activity

Comprehensive Marketing Planning and offer management

Personalized Web offers based on user profile and Web activity

Seamless web registration

End to end analysis; marketing spend through campaign effectiveness to ROI

We are here

Marketing Transformation Vision From manual disparate processing to automated lead generation & nurturing

© 2009 Ogilvy5 5

UNICA’s ModulesMarketing Automation

Web Tracking

© 2009 Ogilvy6

New Demand Programs Organization ModelUnica reduces execution time from weeks to days

Demand Programs

Professional

DbM Professional

Digital Marketing

Professional

Shared either across a Program(s) or across an IMT

LDR

Agency Partners

Unica Campaign

Unica NetInsights

Unica Leads

Unica Collaborate

© 2009 Ogilvy7

The Myth of Unica’s Role

Unica does not replace all existing Marketing tools– Continue to use marketing planning tools: MPPT, MEPT & BAT– Continue to use event management tools: EST, GRP, AST – Continue to use web registration tools: IWM, ePreference

Unica does replace/eliminate– Web-to-Siebel loads– Euro 4D/ezVRM e-mail execution – Scripting

Focus of Unica initial deployment– Real-time audience selection & tactic execution– Consolidated response capture – Automated response follow-up

© 2009 Ogilvy8

Marketing System Topology - SimplifiedUNICA: MARKETING AUTOMATION SYSTEM TOPOLOGY

IWM

GRP

ePref

Other – manual import UNICA: AFFINIUM

COLLABORATE

UNICA: AFFINIUM LEADS

Create Opty

Update/Create Response

Record

MDB

COGNOS REPORTING

BATMAT: UNICA

CRM SIEBEL

RESPONSE CAPTURE

Update/Create Contact Record

Create Touch Record

Manage Creative

Follow-up on Responses

Execute reusable lists and campaigns

Setup Lists & Campaigns. Execute

non-reusable campaigns

UNICA: AFFINIUM CAMPAIGN

UNICA: eMessage

© 2009 Ogilvy9

Complete view of LDR responses

FROM TO

Each Web tactic requires a script writing in Siebel with average lead time of 6-8 weeks

Siebel Scripting Eliminated Interfaces to Unica are automated

Immediate Campaign Success Data NA Paid Search - All but 3 responses

came from Google

Responses processed in Unica● Enabling visibility of all responses

Web Response Set-up

Real-time Campaign Reporting

Many IMT’s use spread sheets or notes id’s to manage responses sent to LDR’s

Campaign performance data received sometimes months later

Web Response Follow-up

Responses available immediately Unica pulls responses every hour Doesn’t wait matching

Instant Lead Follow-upNo action until response loaded in Siebel. Pulled from web daily Matching with Siebel Manual effort required

Sophisticated Response Routing Rules

No automated routing Responses dropped in buckets LDR’s manually searches all tactics for

responses

LDR Work Queues Pre-Loaded Automated routing to LDR No need to search tactic buckets LDR Managers can easily reassign

responses

WHY IS IT IMPORTANT FOR IBM?

© 2009 Ogilvy10

WHY IS IT IMPORTANT FOR OGILVY?

The deployment of Marketing Automation provides important opportunities for Ogilvy:

Planning through requires IBM to develop complete contacts strategies early on in the process>> More strategic engagements earlier in the planning process

Move towards more automated customer management through multi-touch activity>> Increased needs for content and offers to be deployed in Nurture steams

eMarketing through eMessage>> Removes competitive advantage for other Digital Marketing Agencies

Automated integrated reporting further down the funnel>> Advanced results analysis and campaign optimization

Definition of target audience segments done directly in Campaign module>> If and where we manage to get access full new level of engagement

© 2009 Ogilvy11

Ogilvy Opportunities

Messaging & Offer Strategy

Content Creation

Content & Offer LocaliztnCollaborate

Tool Operation

Campaign Planning &

Nurture

Targeting & Audience Sel.

ResultsAnalysis

Consulting &Best Practice

DbM

Ogilvy Focus

Ogilvy BAU

Training IBM

© 2009 Ogilvy12

Phases of DeploymentPresented at December 14, 2009 LDC Meeting

AssessmentAssessment AnalysisAnalysis EnablementEnablement RolloutRollout

Activities:

• Marketing Automation Introduction / Overview

• Unica demonstration

• Assessment instruction

Activities:

• Tiger Team conducts In-depth assessment review

• IMT Completes Prerequisites

• Development of plan to close gaps

Output:

• IMT-specific boarding plan

Activities:

• IMT Kickoff

• Unica Training

• Campaign Tactics planning and program timelines

Activities:

• Begin production tool usage (“Go Live”)

• Deployment Support

• 1:1 WW to IMT SME support

Output:

• IMT self-assessment of pre-deployment readiness

5 weeks4 weeks

Output:

• Campaign execution and lead management in Unica

• Turnover to e-Care support Output:

• Campaign Tactics timelines, flowcharts, creative

OperationalOperational

Activities:

• Begin executing tactics independently

• e-Care provides first level of support

• Phased-in boarding of Programs

Ongoing3 weeks Varies by IMT

IBM Marketing & Communications Transformation

Page 13

Q1 2011

J

Q3 2010 Q4 2010

J A S O N D

Q1 2010 Q2 2010

J F M A M J

Italy

France

Spain

GCG (now incl HK & Twn)

ANZ

Japan

BeNeLux

Germany

ALPS

Nordics

Roll Out Operations

Roll Out Operations

Roll Out Operations

AnalysisEnabling

Roll Out

AnalysisEnabling

AnalysisEnabling

Roll Out

Roll Out Operations

Operations

Operations

AnalysisEnabling

Roll Out Ops

AnalysisEnabling

Roll Out Ops

Roll Out Ops

LDR Training DBM Training DPP Training

AnalysisEnabling

AnalysisEnabling

AnalysisEnabling

DPDP

DP

DP

DP

DB

DB

L

L

L

L

L

L

L

DB

DB

DBDP

DBDP

DBDP

Tigers on site

Japan Rollout 13-17 Sep

ANZ Rollout2-6 Aug

Japan Analysis/Planning

28-30 Jun

2010 Boarding Plan

Roll Out OperationsEnabling

DPDB

Benelux Limited Rollout 12-16 Jul

W2DP

DPW2

DP

France Wave 220-24 Sep

Italy Wave 27-10 Sep

W2

GCG Wave 26-10 Sep

Benelux Expanded Rollout 4-8 Oct

Germany Planning12-13 Aug

LDB

DP

Germany Rollout 25-29 Oct

DB L

DPAlps Rollout

8-12 Nov

AnalysisEnabling

Nordics Rollout 6-10 Dec

Alps Analysis/Planning22-23 Sep

Nordics Analysis/Planning30 Sep-1 Oct

L

DP

DB

Limited Rollout

© 2009 Ogilvy14

ES0AV – Pulse comes to you

Target Audience

Drive to DM

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Page

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- Cross Industry- IT Managers- Security

directors- Storage

directors- Directors 100-

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Currently no MAT Template

Proactive Tele from list

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WW Attract

© 2009 Ogilvy15

ES0AV – Pulse comes to you

Follow-up email

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Registered?

Yes

No

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