Presentazione di Unica all'evento Smarter Commerce del 9 maggio 2011

1. Francesco Meloni
IBM Enterprise Marketing Management
09/05/2011
IBM Confidential © 2011 IBM Corporation

2. Bringing Science to the Art of Marketing
IBM Enterprise Marketing Management
Our EMM Offerings
IBM’s Enterprise Marketing Management solutions offer proven web and customer analytics,
event detection, cross-channel campaign management, interaction management, online
ad/search optimization, email marketing, and marketing resource management.
Customer and Partner Success Product Leadership
Over 2,500 organizations worldwide Meeting the needs of:
Tens of thousands of total users – Cross-channel marketers
– Online marketers
Extensive service offerings
– Marketing services
>200 partners Two deployment models:
– On Premises
– SaaS
The recognized leader in
marketing software solutions
Our Mission
To power the success of every marketing organization with innovative
technology solutions
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2 © 2011 IBM Corporation

3. Bringing Science to the Art of Marketing
More than 2500 Organizations Worldwide Depend on
IBM’s EMM Solutions
Travel / Healthcare &
Financial Telecom Retail / Catalog B2B / High Tech
Hospitality Insurance
3 © 2011 IBM Corporation

4. Bringing Science to the Art of Marketing
Marketing’s Evolving Role
Awareness Demand Generation
Consideration, Preference, Transact
Prospects
Customer Customer
Engagement Customers Experience
Energized, Delighted, Quality,
Fans, Broadcasters Consistency,
Convenience
4 © 2011 IBM Corporation

5. Bringing Science to the Art of Marketing
New marketing must…
Engage each customer and prospect in a cross-channel
dialogue that builds upon their past and current behavior
IBM’s Enterprise Marketing Management Capability Framework
5 © 2011 IBM Corporation

6. Bringing Science to the Art of Marketing
IBM’s Enterprise Marketing Management
Comprehensive suite of marketing management capabilities
Awareness Decisioning Execution
Web and Digital Segmentation eMail
Analytics
Offer Inbound
Event Management Integration
Detection Interaction Distributed
History Marketing
Predictive
Real-time and Lead Routing
Analytics
Behavioral Targeting and Monitoring
Visual Contact Online Ad/Search
Exploration Optimization Bid Management
Integrated Marketing Operations
Facilitates collaboration and cross-channel planning,&
Plans &
Facilitates collaboration andData &
People & Measurement
cross-channel
design, execution, and measurement
Budgets design, execution, and measurement.
planning, Processes Assets Performance
6 © 2011 IBM Corporation

7. Bringing Science to the Art of Marketing
EMM Enterprise: A Comprehensive Marketing
Suite
Awareness Decisioning Execution
Behavior
Detailed Daily Detection Segmentation and Offer
Management Distributed
Transactions Marketing
Behavior
Patterns
Detected Lead
Online Ad Management
WebServer Customer/ Web eMail
Management
Analytics Contact
Optimization
Predictive
Modeling Best Offers
Call
POS Web Center
Cust. On-Line Real-time
Behavior Context
Targeting
Contact and
Identified
Customer
Data Sources Likely Targets Customer Behavior Warehouse Response
History
Integrated Marketing Operations
Financial F/C People & Process
Planning Management
7 © 2011 IBM Corporation

8. Bringing Science to the Art of Marketing
Unica Campaign
CAMPAIGN MANAGEMENT
software:
Used to plan, design, execute, measure and
analyze personalized marketing campaigns
Capable of managing all types of large-scale,
multi-wave and cross-channel campaigns
Creates a “marketing system of record” for
offers, segments and interaction history
Recognized best-of-breed functionality,
scalability and record of customer success
Serves as integration hub for add-on modules:
– Email marketing
– Contact optimization
– Real-time interactions
– Distributed marketing
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© 2011 IBM Corporation

9. Bringing Science to the Art of Marketing
Unica Optimize
CONTACT OPTIMIZATION
software:
Determines the optimal contact
strategy for each customer
Uses powerful, integrated algorithms
Balances business objectives and
constraints with customer
preferences and history
Achieves maximum overall
marketing ROI while satisfying the
need of individual product lines and
businesses
9 © 2011 IBM Corporation
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10. Bringing Science to the Art of Marketing
Unica Detect Is Detect?
What
EVENT-
EVENT-BASED
MARKETING software:
– Monitors customers’ granular
transaction data and identifies
meaningful behavioral changes
– Alerts lead management or
campaign management systems
– Can work with overwhelmingly
large volumes of data without
requiring heavy additional IT
investment
– Comes with a library of trigger
definitions and tools to define
and build new triggers
10 © 2011 IBM Corporation

11. Bringing Science to the Art of Marketing
Unica Marketing Operations
MARKETING OPERATIONS
software:
– Captures marketing plans
plans,
programs, campaigns, and jobs
– Manages financials resources,
financials,
and performance metrics
– Streamlines marketing processes
using best practice templates.
– Provides insight through reporting
and calendaring
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© 2011 IBM Corporation

12. Bringing Science to the Art of Marketing
Unica Interact
REAL-
REAL-TIME MARKETING
software:
Presents personalized messages in real-time
during inbound interactions
Personalization based on:
– Existing customer data and new information
gained during the interaction
– Or, behavioral targeting of anonymous visitors
Designed for easy deployment and
management (“so easy a marketer can do it”)
Meets the most rigorous performance
requirements. Up to:
– 1,000s of transactions per second
– Half-second average response time
12 © 2011 IBM Corporation
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13. Bringing Science to the Art of Marketing
Unica eMessage
Unica eMessage is an on premise email marketing solution that
seamlessly leverages Unica’s OnDemand infrastructure to provide
managed email delivery and deliverability services
Faster: fully integrated email solution
requiring fewer steps and less manual
data movement
Easier: less integration work and a single
vendor relationship
Cheaper: no need to pay premium prices
or manage internal infrastructure to get
email delivered
13 © 2011 IBM Corporation

14. Bringing Science to the Art of Marketing
Interactive Marketing Framework
2 Offline Online
Remarketing/
Customer
Event-Base Presence
Data
Campaigns
Transactions
Event Centralized
detection Decisioning 1 Close-loop
Search Eng.
email
Referrals
3
Community
PPC
Web On-site
Behavior
3 Ad Serving
Mart behavioral
targeting
Affiliate
Reporting:
Improve web experience Email
4 Understand customer behaviors
Increase campaign effectiveness
Other Promo
14 © 2011 IBM Corporation

15. Bringing Science to the Art of Marketing
IBM Enterprise Marketing Management Mission
To power the success
of every marketing
organization with
innovative technology
solutions
15 © 2011 IBM Corporation

16. Bringing Science to the Art of Marketing
Increasing purchases with a focus on customer loyalty
automates marketing to increase relevance of messaging,
retain customers, and increase basket size and profits
Business Need
Shift from customer acquisition to building loyalty
with Reward Zone program
Evolve marketing spend from mass to more
personalized
Campaigns based on timing, trends, and triggers
Real Results
17% increase in operating profit
More Effective Campaigns = More, Bigger, Better Baskets
− 10% increase in trips to store
− 20% increase in shopping basket size
− 20% increase in margin
Process Improvements
− 82% reduction in cycle time, 3x improvement in efficiency
© 2011 IBM Corporation

17. Bringing Science to the Art of Marketing
Highly targeted email and direct mail executed by marketers
allows marketers to easily create and deliver personalized
emails based on segment and web analytics
Business Need
Provide marketers with the ability to build their
own campaigns using both offline and web data
Support new channels: email, web, social in a
coordinated fashion
Replace outdated systems to accommodate
multichannel business and large email volumes
Real Results
Increased the number of email and direct mail campaigns delivered—without
increasing headcount
− Expanded personalized email marketing to “primary channel”
Reduced email costs by 40% compared with previous solution
All marketing managers can create and execute campaigns
Led to record profits in two consecutive years
© 2011 IBM Corporation

18. Bringing Science to the Art of Marketing
Choosing the best offer for customers and profits
optimizes offers across in-store kiosks, email, statements,
and in-store events to increase revenue and profits
Business Need
Managing complex, massive loyalty program that
includes 82% of the UK’s female population
Improving cross channel execution - website, email,
kiosk, direct mail
Delivering relevant offers to customers that are
profitable for Boots and its product suppliers
Real Results
Highly optimized offers for customers in loyalty program
Offers in statements led to double digit increase in incremental sales , coupon
response rates and profits
In store events led to year over year increase in sales and net profit
Test and learn program - ROI achieved in months
© 2011 IBM Corporation

19. Bringing Science to the Art of Marketing
Driving smarter marketing with integrated execution
coordinates marketing across departments leading to
generate fewer more effective campaigns
Business Need
To coordinate people involved with marketing
operations
Report information in many ways in order to know
the impact one marketing program has on the others.
Quantify results
Because online traffic accounts for 25% of all sales,
O2 needed to build faster and smarter online portal
Real Results
Better coordination of all involved people in marketing processes
Highly adjustable reporting engine to report information in a multitude of ways
Can now monitor each user interaction with the portal, and assign a value to the
marketing program that brings the visitor to the site
Better and faster targeting in addition to the Next Best Offer Engine, all to improve
online interactions
© 2011 IBM Corporation

20. Bringing Science to the Art of Marketing
From “batch” to real-time marketing
Integrated web behavior, email, and rewards history for
more effective communications and business results
Business Need
Customers behaved in real time; IHG marketing
focused on batch processing
Customers expected a dynamic, relevant, multi-
channel approach
Large scale operations needed to support millions
of customer interactions each day
Real Results
250% increase in clicks per day
Revenue per impression rose from $0.18 per to $0.77 (400% increase)
Moved oversight of transactional email from IT to Marketing
One comprehensive marketing platform with integrated email and transactional data
Full tracking and reporting with better deliverability, and centralized business
ownership
© 2011 IBM Corporation

21. Bringing Science to the Art of Marketing
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
− 85M targeted offers served each day across 5 channels – direct mail,
email, web, call center, and branches
− €20M increase in earnings expected
Lowered direct marketing cost 35%
Faster campaign cycle times: from 26 weeks per campaign to just 4 weeks
© 2011 IBM Corporation