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.

1. Decision Management,
Personalization
Ryan Trollip

2. Personalization – Quality of Service
Automation brought value in cost savings, personalization brings us
value in quality of service.

3. 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
3

4. 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
4

5. 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
5

6. Personalization
A Solution
6

7. 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.
7

8. Personalization
8
Source: inspired from James Taylor, Decision Management Solutions

9. Personalization - Drivers
 Events
 Interest
 Interactions
9

10. Personalization - Events
 Web & other patterns
 Abandonment
 Interest
 Gaming
 Life events
 Facebook & LinkedIn
 External & Internal Events
 Credit score changes
 Disasters
10

11. Personalization – Prioritization of interest
 Limited Attention/real-estate
 Aligned with Goals
 Temporal Interest
 Based on profile characteristics
 Source Dependent
11

12. 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
12

13. Personalization – Interest
13
100
50
Analytics
Web
Rep

14. Personalization – Priority
14
100
50

15. Personalization
The Solution Architecture
15

16. Personalization – The Tag Cloud
» Channel Agnostic Tag
16

17. Personalization – The Tag Cloud
» Channel Agnostic Tag
» Service/s exposed to channels
» WebSphere Message Broker
17

18. Personalization – The Tag Cloud
» Channel Agnostic Tag
» Service/s exposed to channels
» WebSphere Message Broker
» IBM WebSphere extreme scale
18

19. Personalization – The Tag Cloud
 Highly Available
 Fault tolerant
 Channel Agnostic
 Service or services for types of tags
19

20. 20
Personalization – Tag Sources
 Marketing systems
 Offer & Incentive management
 Sales Systems
 Conversions
 Abandonments
 At Risk
 Analytics
 Events patterns
 Regulatory Rules
 General preference rules

21. Personalization – Deploying Analytics
21
Copyright © 2009 - 2013 Decision Management Solutions

22. Personalization – Organizing The Tag Cloud
 Tags & Priority
 Relevant
 Up to date
 Tailored to profile, behavior etc.
22

23. Personalization – Rules & Events
23
Situational
Awareness
Contextual
Decisions
WebSphere
ILOG
BRMS
WebSphere
Business
Events
WebSphere Operational
Decision Management
Your business decisions.
 Prioritize
 Detect event patterns
 Process Interactions

24. Personalization – Rules and Events
 Business Visibility
 De-couple from development
 Fast changes
 Call back to scoring models
 Deploy PMML
24

25. Decoupling of Rules
25

26. Simple Decision Artifacts Supporting Complex Decisions
Rule
Flows
26

28. 28
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
DecisionsRulesEvents

29. BPM and Events

30. Contextual and Situational Awareness
Business Rules
Business Events
Context
Result
Action
Rules
Solution Externalized
Business Decision
Vocabulary
Event
Correlations
Solution 1
Event data
Event
Data
Event
Rules
F
L
O
W
Event Definition
Vocabulary
Contextual
Decision
Solution 2
ContextualSituational
© IBM 2011
R
U
L
E
F
L
O
W
Action
Rules
Action
Rules
Event
Rules

31. Decision Tables and Scorecards
Built-in
Gap/Overlap
Checking
Automatic
Rule
Generation
Actions
31

32. Natural language syntax
Automatic completion
Inline error detection
Intelligent Rule Editor
32

33. Actions
Condition
Values
Automatic Rule
generation
Built-in
Gap/Overlap
checking
Rule Authoring: Decision Trees
Visualize decisions and all possible outcomes
33

34. Function
Task
Pre/Post
Conditions
Rule
Task
Flow
Conditions
Rule Authoring: Visual Ruleflows
34

35. 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
35

36. 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
36

37. Multiple Release Management Visual Support
 Detailed side-by-side graphical
difference highlights between
releases
 Multi directional merge from one
release to another
37

38. 38
Input Data
Expected
Results
Rulset
Tests
Testing
38

39. 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
39

40. Decision Warehouse
40

41. 41
Personalization – Decision Management
IBM Operational
Decision Management
 Bring Quality of Service
 Flexible
 Centralize Decisions
 Timely and up to date
 Control in business hands