Best practices in event marketing

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Best Practices in Event

Marketing

Ed Kornacki, Product Manager

Sarah Grzybowski, Marketing Manager

@IBMExpOne | #IBMExpOne

2 ©2015 IBM Corporation



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Customers want to be understood,

to be engaged and to co-create

brand experiences.

©2015 IBM Corporation5

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Marketers want to make

better decisions, automate

real-time personalization

and coordinate execution

across systems

©2015 IBM Corporation

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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


Success in today’s world means meeting and exceeding customer

expectations

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Understand Engage

Optimize

Leaders are shifting to a model of customer engagement


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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


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Marketer’s top focuses are on acquisition, retention and customer

loyalty


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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%


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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



Map your customer’s Journey

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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


Awareness

Learn

Solve

Compare

Purchase

Service

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Focus on the why


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Is this an opportunity to…

Align the customers intent to your business goals


Acquire new customers

Grow Lifetime Value

Increase Loyalty

Reduce Acquisition Costs

Reduce Customer Service Costs

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Let’s meet Lily…


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Combine customer behavior with real-time information


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Lily’s loyalty is rewarded and the relationship deepened


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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



Use Enabling Technology

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• 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


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Understand Engage

Optimize


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

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• 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




application




interacting

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• 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




application




interacting

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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


Best practices in designing event detection campaigns

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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


The real value of events is found in the granular transactional data

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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


Let’s make sure Jennifer gets what she needs!

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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


Let’s make sure Jennifer gets what she needs!

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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


How can I retain Max as a customer?

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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


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


How might you accomplish this with technology?

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“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!


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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!


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

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Online pattern

detection


How might you accomplish this with technology?

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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


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Technology is only part of the solution


• Tune reaction times to utilize time sensitive

insights

• Fashion messaging to be sensitive to personal

information

• Encourage design collaboration between

business and technical users

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fraud

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Thank You!

Sarah Grzybowski

IBM Marketing Manager

IBM ExperienceOne

[email protected]

Ed Kornacki

IBM Product Manager

IBM ExperienceOne

[email protected]@IBMExpOne

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