This June 2013 newsletter shares some of Pinpoint's findings and highlights from when they attended the IBM Smarter Conference Global Summit 2013. The newsletter also includes an informative Q&A session with the Sears Holdings Director of Operations that shares valuable insight into their real-time marketing initiatives. Highlights from IBM's Global Survey of Marketers data include: -In the US, $83B is lost each year in poor customer experiences -The top issue facing marketers is acquiring new customers --Other top three challenges are retaining current customers/improving loyalty and satisfaction, and creating consistent, relevant and positive customer experiences across channels

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June 2013
Lessons Learned at the IBM Smarter Commerce Global Summit 2013 - Nashville
Many Pinpoint clients and consultants recently attended the IBM Smarter Commerce Global Summit 2013 in Nashville. The
conference included a wealth of content and networking opportunities.
This month's newsletter shares some highlights from the IBM Global State of Marketing Survey and this issue's Consultant
Tip comes in the form of a Client Q & A with Sears.
Survey: Are you a Leading Marketer?
At the Summit, IBM presented the results of The State of Marketing 2013, IBM's Global Survey of Marketers. Chris Wright,
Senior Product Strategist, Enterprise Marketing Management and Derek Franks, Consultant, IBM Center for Applied Insights,
detailed some of the survey data from 500 marketing professionals across more than fifteen industries.
It was stated that In the US, $83B is lost each year in poor customer experiences.
Not surprising, the top issue facing marketers is acquiring new customers. Rounding out the top three challenges are
retaining current customers/improving loyalty and satisfaction, and creating consistent, relevant and positive customer
experiences across channels.
Only 20% of us are Leading Marketers. IBM defines Leading Marketers as leaders who proactively influence the customer
experience across channels and use marketing technologies.
To read more, download the survey.
Client Q & A with Sears
Jacey Silverberg, Director of Operations Sears Holdings, shares valuable insight into their real-time
marketing initiatives.
Jacey recently presented at the IBM Smarter Commerce Global Summit 2013. As a follow up to the
presentation, we sat down with Jacey to dig a little deeper into her work at Sears.
Q: The presentation was titled, Launching a Real-Time Inbound Marketing Solution in Less than Three
Months. How did you manage a large project in such a short time?
A: Planning was key for this project. We also started with simple decision logic and rules, then progressed to more
sophisticated models.We implemented the real-time marketing solution for the in-store point of sale channel in less than 12
weeks in time for Black Friday. The system went from concept to operational status in this timeframe.
2013-05 Edition
IN THIS ISSUE
Lessons Learned at
the IBM Smarter
Commerce Global
Summit 2013
Survey: The State of
Marketing 2013
Client Q & A
with Sears
To learn more
about how Pinpoint
helps clients with
their real-time
marketing solutions,
view our on-
demand webcast:
Real-Time
Marketing in an
Omni-Channel
World
_______________
Congratulations
to Sears for
winning The
2013 IBM Smarter
Commerce
Market Award
at the IBM Smarter
Commerce Global
Summit 2013
Nashville!
_______________
Read more Pinpoint
Case Studies and
White Papers in our
Resource Center

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Q: Is implementing a real-time marketing solution expensive?
A: While there are multiple components in a real-time marketing system - databases, the decision engine and integration with
customer interaction channels - real-time marketing solutions don't have to be multi-million dollar projects. And, the ROI helps
to pay for the technology and accompanying effort to get the system implemented.
Q: What did you learn in the process to help you achieve impressive results?
A: Part of our vision and culture is that we will iterate and get more sophisticated as we move forward. "Personalize
everything" is a tall order so we defined the first opportunity that can be used by a customer and made that one work! With
that first launch you can learn what is working or more importantly not working. In essence, we work to get better, smarter and
more relevant over time.
Q: Obviously the right technology and implementation partner is vital to success, but what other advice can you give that
might be helpful to someone looking to tackle a real-time marketing solution?
A: I think the key to achieving a quick implementation is really that incremental approach. Pick one channel for initial roll-out
and use it to test, measure and improve the system. Then move on to additional channels. Also, executive buy-in for the
project is a must!
Thank you for your insight, Jacey!
Pinpoint Systems Corporation
(800) 809-0612
www.pinpoint-corp.com