Marketing in the Age of the Empowered Consumer - Bankir.Ru · –Marketing services § The recognized leader in marketing software solutions Product Leadership § Over 2,500 organizations

© 2011 IBM CorporationIBM Confidential © 2011 IBM Corporation

Ruben BruDirector CEE/MEA, EMM

Marketing in the Age of the Empowered ConsumerBring Science to the Art of Marketing

© 2011 IBM CorporationIBM Confidential

Click icon to add table

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

Our Mission

§ Meeting the needs of:– Cross-channel marketers– Online marketers– Marketing services

§ The recognized leader in marketing software solutions

Product Leadership

§ Over 2,500 organizations worldwide§ Tens of thousands of total users§ Extensive service offerings§ Local certified partners

Customer and Partner Success

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

online optimization, email marketing , and marketing resource management.

What We Do


Table of Contents

1. Trends in Marketing, CMO study results2. Interactive Marketing by IBM3. Benefits illustrated by Customer Stories in Finance

Slide


Business’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

Internet4 Yrs

Facebook3 Yrs

Tablet2 Yrs


2011 – IBM CMO Study

1700+ CMO

64 страны

19 отраслей


CMOs admit they are not prepared

6

“From Stretched to Strengthened; Insights from the Global Chief Marketing Study”www.ibm.com/cmostudy


Specific challenges reflect growing complexity

7



Specific challenges reflect growing complexity

8



Table of Contents


Slide


How your customers and prospects behave

10

CUSTOMERS & PROSPECTS

Online

Email

Mobile

Call center

Stores

Kiosk, ATM, etc.

Point of sale

Postal mail

some more

like this!


What your customers and prospects expect

11


Online

Email

Mobile

Call center

Stores

Kiosk, ATM, etc.

Point of sale

Postal mail

MARKETER

One person behind all the

channels, “pulling the strings”

and guiding the dialogue & relationship


What your customers and prospects actually experience

12


Online

Email

Mobile

Call center

Stores

Kiosk, ATM, etc.

Point of sale

Postal mail

agenda

strategy

data

tech

agenda

strategy

data

tech

agenda

strategy

data

tech

agenda

strategy

data

tech

agenda

strategy

data

tech

agenda

strategy

data

tech

agenda

strategy

data

tech

agenda

strategy

data

tech

SILOS

SILOS

SILOS

SILOS

SILOS

SILOS

SILOS

SILOS


IBM calls what your customers and prospects expect:

13

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


Operations

Awareness Decisioning Execution

IBM’s Enterprise Marketing ManagementComprehensive Suite of Marketing Management Capabilities

Web & Digital Analytics

Event Detection

Predictive Analytics

Visual Exploration

Segmentation

Offer Management

Interaction History

Real-time, Behavioral Targeting

Contact Optimization

Email

Inbound Integration

Lead Routing & Monitoring

Distributed Marketing

Search/ Display Ad

Management

Plans & Budgets

People & Processes

Data & Assets

Measurement & Performance


Operations

Awareness Decisioning Execution

All Processes of Marketing Organizations:Inbound & Outbound & Online & Offline

Web & Digital Analytics

Event Detection

Predictive Analytics

Visual Exploration

Segmentation

Offer Management

Interaction History

Real-time, Behavioral Targeting

Contact Optimization

Email

Inbound Integration

Lead Routing & Monitoring

Distributed Marketing

Search/ Display Ad

Management

Plans & Budgets

People & Processes

Data & Assets

Measurement & Performance


16

10 Year Market Leader


New market leader in Web Analytics

Slide


Table of Contents


Slide


More than 2500 Organizations Worldwide Depend on IBM’s EMM Solutions

FinancialFinancial Travel / Travel / HospitalityHospitalityTelecomTelecom Retail / CatalogRetail / Catalog Healthcare &Healthcare &

InsuranceInsurance B2B / High TechB2B / High Tech


Leading Financial Institutions Rely on IBM EMM Portfolio of Banking Customers

20


Typical business results reported by EMM users

21

Increased response rates10-50% increase is typical

Higher campaign ROI15-30% increase is typical

Improved customer value, loyalty & retention5-15% increase is typical

Lower customer acquisition costs25%-75% reduction is typical

Reduced marketing costs20-40% reduction is typical

Reduced cycle time for marketing efforts40%-80% reduction is typical

More campaigns with the same resources2-5x increase is typical

Other business metricsrevenue, profit, others vary by industry (assets under management, ARPU, #products owned, etc.)

More effective marketing: More efficient marketing:

Higher online marketing ROI15x-25x increase is typical

Increased order value15-20% increase is typical


§ 29% increase in application completions

§ Low application completion rates despite a site redesign effort

§ Leveraged Coremetrics Scenario Analysis to identify points of high abandonment

§ Fixed form field placement

§ Eliminated unnecessary content

§ Moved complicated content (legal information) to the back of the process

Challenge

Results

Solution

United States Fortune 500 financial services client

Customer Profile

Fortune 500 bank boosts account application completionby 29%


Introducing the IBM Coremetrics Digital Marketing Optimization Suite

CustomerProfiles

Web Analytics DigitalMarketing Execution

+ +

A compelling experience throughout each customer’s digital lifecycle.

23


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

24


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

§ Web, social, and mobile analytics

§ Advanced segmentation

§ Impression attribution

§ Multichannel analytics

§ Customer lifecycle visibility

§ Benchmark against peers

25


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

Email targeting

Display ad targeting

Product recommendations

Search bid optimization

26


Finding the “good leads” with behavior-based triggersChallenge

Results

Solution

Customer Profile

§ Find more “in market” prospects§ Determine good indicators for “in market”§ Align sales and marketing resources proportionally to

lead priority

Headquartered in Atlanta, SunTrust Banks, Inc is among the top 10 Banks by size. Despite reveling in the size and scale of its franchise, SunTrust still operates in many instances as a local community bank.

§ Results for retail:§ New personal checking sales up 50%§ New direct home equity production up 29%

§ Results for mortgage:§ Closings up 51%§ Cross sell products up 62%

§ Results for call center:§ New check cards up 44%§ New deposit accounts up 61%

§ Unica Campaign§ Unica Detect


“Off the Shelf” Retail Banking EBM Trigger List

28

Unusually high transaction volumes

• Outgoing Wire Transfer• Incoming Wire Transfer• Withdrawal

Unusually large aggregate transaction amounts

• Aggregate Deposit Amount• Aggregate Credit Card Purchase Amount• Aggregate Debit Card Purchase Amount• Aggregate Bill Payment Amount

Unusually large transaction

• Check Paid• ACH Debit• ACH Credit• Deposit

Inactivity

• Interruption of regular Direct Deposit of payroll• Interruption of regular Social Security deposit (SSI)• Interruption of regular Social Security Disability

deposit (SSDI)• New checking opened, no deposit activity• Enrolled in bill payment, no bill pay activity

Channel use changes

• Drop in bill pay• Drop in branch• Drop in credit card• Drop in total ATM• Increase in VRU inquiries• Drop in check volume


Listening, understanding, and speaking over time

Prospect

Acquisition

Changing Needs

Win-Back

Retention

Retained Loyal

InteractionsBrand Activities

Activation

On-Boarding

Cross-sell

Re-boarding

Customer Recovery

Customer Dialog Framework

Segmentation

Up-sell

Search Campaigns

Customer Experience

29


Click icon to add table

Delivering personalized offers across channels in real time

turns inbound interactions into profitable communications

Business Need Outbound campaigns were ineffective – not taking

advantage of customer initiated interactions Needed to create a single, cross-channel,

relationship with each customer Disparate teams managed customer dialogs Needed to reduce marketing costs

Real Results• Relevant, real-time campaigns drive higher response rates

• 155M targeted offers served each day across 5 channels – direct mail, email, web, call center, and branches

• Dynamic web offers generated 4x as much revenue as a static offer• €20M increase in earnings

• Lowered direct marketing cost 35%• Faster campaign cycle times: from 26 weeks per campaign to just 4 weeks

© 2011 IBM CorporationIBM Confidential 31



© 2011 IBM CorporationIBM Confidential © 2012 IBM Corporation

Featuring…150+ sessions across the Smarter Commerce and EMM portfolio with recognized experts, thoughts leaders and analysts providing market insight!

Smarter Commerce and EMM solutions that will inspire new ideas and creative approaches that drive customer value in the state of the art solution center!

11

22

33

llSmarter Commerce Global Summit 2012 - MadridMay 22-24: Hotel Auditorium Madrid

The conference will showcase:e-commerce

supply chain managementtargeted and personalized marketing

mobile and social commerceanalytics and insight

change management

Link general: http://www-01.ibm.com/software/commerce/summit/emea/index.html

Link Marketing (MIS):http://www-01.ibm.com/software/marketing-solutions/marketing-innovation-summit/europe/

http://www-01.ibm.com/software/commerce/summit/emea/

http://www-01.ibm.com/software/commerce/summit/emea/

http://www-01.ibm.com/software/commerce/summit/emea/index.html

http://www-01.ibm.com/software/marketing-solutions/marketing-innovation-summit/europe

http://www-01.ibm.com/software/marketing-solutions/marketing-innovation-summit/europe/

Documents

Marketing in the Age of the Empowered Consumer - Bankir.Ru · –Marketing services § The recognized leader in marketing software solutions Product Leadership § Over 2,500 organizations