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In this session, hear how Prolifics leveraged the events and rules capabilities of WebSphere Operational Decision Manager to create a personalization solution for a leading financial company. Personalization allows for a consistent way of communicating with customers across multiple channels on next-best actions, profiles and preferences, and responding in real time to changes in customers' characteristics across all media (including web assets, call routing, client rep systems, surveys, and correspondence). This allows for improved customer experiences, cross-sell and up-sell opportunities, and better response times. The solution leverages the full predictive cycle, from integration data, to analytics, to operational decisions, to a cached high-performing tag cloud that drives the individual customer experience.
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Decision Management,Personalization
Ryan Trollip
Personalization – Quality of Service
Automation brought value in cost savings, personalization brings us value in quality of service.
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Personalization – In the perfect world
Based On Profile Events
Personalized Prioritized next best actions Offered exceptions Target & customized Offers Consider Preferences Updates as events happen
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Personalization – The Evolution
Automation reduces price
Cost savings over quality of service One size fits all Impersonal
There is value in both price and quality
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Personalization – Todays experience
Departments Compartmentalized, no context Impersonal One size fits all, big boxes Channels have no context No cross channel messaging Annoying nagging upsell
Customer retention issues
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Personalization
A Solution
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Personalization - The ingredients
Cross sell/up sell Offers/Incentives & rewards Next best actions Customer preferences Driving interactions based on profile Targeting of groups Driving Conversion Recovering abandonments Internal Events Life Events External Events Etc.
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Personalization
Source: inspired from James Taylor, Decision Management Solutions
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Personalization - Drivers
Events Interest Interactions
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Personalization - Events
Web & other patterns Abandonment Interest Gaming
Life events Facebook & LinkedIn
External & Internal Events Credit score changes Disasters
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Personalization – Prioritization of interest
Limited Attention/real-estate Aligned with Goals Temporal Interest Based on profile characteristics Source Dependent
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Personalization - Interactions
Similar to events but directly related to offering
Feedback on interest Feedback on State
Owned outside At Risk Happy
Suppression or Suppress Until
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Personalization – Interest
100
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Analytics
Web
Rep
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Personalization – Priority
100
50
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Personalization
The Solution Architecture
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Personalization – The Tag Cloud
» Channel Agnostic Tag
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Personalization – The Tag Cloud
» Channel Agnostic Tag » Service/s exposed to channels» WebSphere Message Broker
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Personalization – The Tag Cloud
» Channel Agnostic Tag » Service/s exposed to channels» WebSphere Message Broker» IBM WebSphere extreme scale
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Personalization – The Tag Cloud
Highly Available Fault tolerant Channel Agnostic Service or services for types of tags
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Personalization – Tag Sources
Marketing systems Offer & Incentive management
Sales Systems Conversions Abandonments At Risk
Analytics Events patterns Regulatory Rules General preference rules
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Personalization – Deploying Analytics
Copyright © 2009 - 2013 Decision Management Solutions
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Personalization – Organizing The Tag Cloud
Tags & Priority Relevant Up to date Tailored to profile, behavior etc.
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Personalization – Rules & Events
Situational Awareness
ContextualDecisions
WebSphere ILOG BRMS
WebSphere Business
Events
WebSphere Operational Decision Management
Rules Events
Your business decisions.
Prioritize Detect event patterns Process Interactions
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Personalization – Rules and Events
Business Visibility De-couple from development Fast changes Call back to scoring models Deploy PMML
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Decoupling of Rules
Simple Decision Artifacts Supporting Complex Decisions
Act
ion
Rul
es
Decision
Tables
Rule Flows
Events
ScoreCards
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Spends more than 10 minutes on a page Accepts offer
for a live chat
Places call to call center for product inquiry
Turbulent, Disparate,Non-Deterministic,
Un-sequenced Events
Click through from follow-up email offer
Webpage viewed
Arranges onsite visit
Downloads service guide
External Event Sources
Event Messages
Capture
Generate Actions
WBE RuntimeEvaluations Correlations
Internal Event Sources
!
DatabasesApplicationsOther
Transactions
Business Processes
BAM
Business Analysts
If Events A, B and C Occur within 5 days,
Initiate Actions X and Y
Action MessagesSensors
Personalization – Events
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Call Center
Internet
Agency
Personalization – Events
Make a personalized offer
Trigger agent call back to assist
Prioritize
Multi-channel
RespondDecideDetect
Customer good prospect, find best promotion
Determine best product
Up the interest
Customer requests series of quotes over the last month
2 web quote requests and 1 direct
contact in 3 days:
2 or more pages on a product on
the same day
Event Correlations
Decisions
Rules
Events
BPM and Events
Contextual and Situational Awareness
Business Rules
Business Events
Context
Result
ActionRules
Solution Externalized Business Decision
Vocabulary
Event Correlations
Solution 1
Event data
EventData
EventRules
FLOW
Event Definition
Vocabulary
ContextualDecision
Solution 2
Co
nte
xtu
alS
itu
atio
nal
© IBM 2011
RULEFLOW
ActionRules
ActionRules
EventRules
Decision Tables and Scorecards
Built-inGap/Overlap
Checking
Automatic Rule
Generation
Actions
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Natural language syntax
Automatic completion
Inline error detection
Intelligent Rule Editor
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Actions
Condition
Values
Automatic Rulegeneration
Built-in Gap/Overlap
checking
Rule Authoring: Decision TreesVisualize decisions and all possible outcomes
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FunctionTask
Pre/Post Conditions
RuleTask
FlowConditions
Rule Authoring: Visual Ruleflows
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Decision Center Console Direct MS edit mode
Decision Table in MS Excel
Rule Flow in MS Word
Action rules in MS Word
One click
Direct access to MS editing
Action Rules and ruleflow edition through MS Word
Decision Tables edition thru MS Excel
Lock of edited elements
Automatic synchronization
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Multiple Release Management
Enable business users to make changes to a deployed rule application without interfering with work they are doing on an upcoming release
Merge and diff between releases
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Multiple Release Management Visual Support
Detailed side-by-side graphical difference highlights between releases
Multi directional merge from one release to another
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Input Data
Expected Results
RulsetTests
Testing
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Decision Center Console
Out-of-the-box ruleset testing in Rule Team Server
Business impact simulation in Rule Team Server
Scenario configuration and customization in Rule Studio
Audit - Decision Warehouse in Rule Execution Server
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Decision Warehouse
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Personalization – Decision Management
IBM Operational Decision Management
Bring Quality of Service
Flexible
Centralize Decisions
Timely and up to date
Control in business hands
