1. Retailing for today´s Smarter Consumers
Business is People ☺
IBM Future of Retail & Consumer Products 2013
2I Intelligent Integrated 4S Blueprint
Solutions, Software, Systems and Services
Friedel Jonker
IBM Software Client Leader
Retail & Consumer Products
IBM Frankfurt, Barcelona, Geneva
Version 1.1, 2013/03/01
The 7 Cs of IBM Social Business & more Development
Creativity, Competence, Contacts, Communication,
Connections, Collaboration and Change

2. 2
IBM Software Group,
Friedel Jonker, SCL R&CP
Career History and Education
2008- today IBM, SCL Retail & CP, Germany, Business
Development Manager IBM & SugarCRM, SCL
Travel & Transport, Business Development Manager
Analytics & PM, Managing Consultant CRM & BI
1994- 2008 Deutsche Leasing AG, S-Finance Group, Germany,
CRM & BI Business and Program Director
1990- 1994 Citicorp-Citibank AG, Germany, European Manager
Marketing Database VISA
1989- 1990 Ogilvy & Mather Dataconsult, Germany, Consultant
Database Marketing
1988- 1989 Infas, Germany, LOCAL-Direct Project manager
for SRPM with Location Intelligence (LI)
1982- 1988 University of Münster, Master of Business
Management in Marketing & Statistics
Languages and Profile
German, English (fluent).
CRM, BI/LI Strategy Leader IBM GBS Germany.
Winner of the Sales Excellence Award 2005 from the University
of St. Gallen and Handelsblatt.
Broad experience in Planning and Implementing value based
CRM & BI/LI Strategy, Processes, Architecture and Systems.
Member of the MIT, Member of the Sales Executive Councile and
member of Marketing Alumni, University of Münster, Germany

3. References –Literature and Presentations 1994-2012
Database Marketing (1994-2000)
• Neue Informationsqualität für das VISA Kartenmanagement der Citicorp, in: Oracle Finanzwelt, 1994
• Database Marketing bei der Deutschen Leasing AG, in: Jahrbuch 2000, Deutscher Direktmarketing Verband e.V.
CRM (2001-2007)
• Von Database Marketing zum CRM, in: Computerwoche, 19/2001
• Customer Relationship Management, Bericht über das Deutsche Leasing CRM-Projekt, in: GoAhead 9/2001, CSC- Ploenzke
• CRM – die nächste Generation, Interview mit Friedel Jonker, in: Computerwoche, 33/2002
• Mit intelligentem Database Marketing und CRM zu überdurchschnittlichem Markterfolg, in: Cognos- Kundenmagazin
• Case Study Präsentation C3M-Eagle, marcusevans, FoCus Gipfel CRM, Montreux, 19.-21. Januar 2003
• Erfolgreiches Customer Relationship Management bei der Deutschen Leasing AG, Nordakademie, Elmshorn, e-think-tank, Februar 2003
• Konflikte zwischen Vertrieb und Vertrag lösen, in: Praxismagazin für Marktkommunikation der Sparkassen-Finanzgruppe, 2004, 11. Jahrgang, Nr. 5, S 38 ff
• CRM und Sales -2 Seiten einer erfolgreichen Verbindung, im Beratungsbrief von http://www.vertriebs-experts.de , 23.03.2005
• Deutsche Leasing Gruppe: Mit Siebel/Oracle CRM-System das Neugeschäft jährlich um durchschnittlich 12 Prozent gesteigert, in: Oracle Customer
Snapshot Juli 2006
• CRM als strategisches Element der wertorientierte Unternehmensführung der Deutschen Leasing AG -7P Programm für erfolgreiche CRM-Programme –
Position_Path_Portfolio_Program_People_Progress_Performance, marcusevans, FoCus Gipfel CRM, Montreux, 14.-16. Februar 2007
• Case Study CRM bei der DL, in Kundenmanagement –Grundlagen-Strategien-Beispiele von Manfred Krafft, März 2007
Multichannel Customer Management (2008-2010)
• Vom Callcenter zum Intelligent Multichannel Customer Management Center, IBM Callcenter Circle, Hamburg HASPA, Mai 2008
• Business Intelligence und Performance Management in der Finanzverwaltung, IT & Business Messe Stuttgart, October 2009
http://fjonker.wordpress.com/2009/10/12/it-business-cio-des-bundes-bei-ibm-cognos/ , Staatssekretär Dr. Hans Bernhard Beus, CIO des Bundes
• Neue Technologien schaffen eine Demokratisierung der Information, Initiative Mittelstand http://www.imittelstand.de/themen/topthema_100288.html ,
16.11.2009
Integrated Realtime Corporate Management (2010-2011)
• Integrierte Echtzeit Unternehmenssteuerung (IEU), IBM Partner Channel Kick Off Berlin, Januar 2010, Salesforce.com Cloudforce2 Frankfurt, März 2010,
Teradata Enterprise Intelligence Summit Berlin, April 2010, IBM Partner University-Frankfurt, April 2010, Bechtle Partner Präsentation Mannheim, Juni 2010,
FuM Partner Präsentation Stuttgart, Juli 2010
• Integrated Realtime Corporate Management (IRCM), IBM Europe & Asia IT Architects University Stuttgart, April 2010
• Integrierte Echtzeit Unternehmenssteuerung –IBM Synergy Play, SAP-DSAG Nürnberg, September 2010, IBM ISV Technical Executive Forum Ehningen,
Oktober 2010, Institut für BI Stuttgart, Dezember 2010
Social Business, Social CRM and Cloud (2011-YYYY)
• Die Rolle von Analytics für Social Software Business, IBM Social Business JamCamp, Frankfurt, October 2011
• SUGARCRM on IBM Social Business Overview @CeBIT 2012, Hannover, März 2012, IBM Partner Event, Kaprun, März 2012
• Social Collaboration and Social CRM in the Secure Cloud today, bwcon: Dialog @IBM 2012, Ehningen, April 2012
• IBM Future of Retail & Consumer Products 2012, Frankfurt, September 2012

4. Friedel Jonker Wilhelm-Fay-Strasse 30-34
Dipl.-Kaufmann D-65936 Frankfurt
Software Client Leader
Retail & CP Phone (+49)-69-6645-1227
IBM Software Group Fax (+49)-69-6645-5640
Mobile (+49)-160-9638657
Jonker@de.ibm.com
More information from IBM and me. Look at Xing, Linkedin, Youtube,
Twitter, Scribd, Slideshare, Lotus Greenhouse and Pinterest.
Selection of Companies on my Networks:
http://pinterest.com/fjonker/ 3M, Amadeus, Ameriprise, Booz & Company, Citigroup,
Daimler, Deutsche Bank, Deutsche Telekom,
Join my Networks as Philip Kotler (North.West.Uni), Manfred Krafft (WWU Münster),
Thomas H. Davenport (Babson College), Peter Weill (MIT), Jeanne W. Ross (MIT), Deloitte & Touchee, Ernst & Young, IBM, Lufthansa,
Andrea Back (St. Gallen), Jon Katzenbach (Booz), Genie Z. Laborde (I.D.E.A.), McKinsey, Nestle, Nokia, O2, REWE, Samsung, Sears,
Daniel Pink, Ross Dawson (AHT) Charles Savage (KEE), Soumitra Dutta (INSEAD) Siemens, Swisscard, Thomas Cook, TUI, Vodafone,
Chuck House (Stanford Uni.), Thomas Hutzschenreuter (WHU), Gunter Dueck (IBM), Volkswagen and more.
David Croslin and other leading Thinkers and Practitioners have already done it.
Business is People ☺

5. “The Future will
look like the way
we are creating
IT.”

6. Today’s Smarter Consumer sees one brand, not multiple channels and
want a seamless, consistent satisfying customer me experience
Know me
Value me
Inform me
Serve me
Secure me

7. IBMs Solution, Systems and Services for todays
and future Smarter Consumers -General Roadmap
Where your company
has to go ?
What IBM can do 4U ?
High profitable High
speed to market !? Take your time and In which Phases do you
What you want that IBM
follow our Digital want to achieve what
should do 4U ?
Transformation Journey and how ?
Digital Transformation !?
In this presentation and
on Youtube 1)
Lowering Costs !?
IBM Retail Digital Transformation Journey on Youtube:
http://www.youtube.com/playlist?list=PL5TYEH37Uz7A
SLDKb1fWNpJlfia1nJECF

8. The biggest challenge in Retail and CP today is what’s happening on the
other side of the counter. Consumers are becoming Smarter!
Custome
r
Instrumented Informed
Deals Brand
Pricing Product Details
Preference
Reviews Product Comparisons
Product Availability
Interconnected
Empowered
Influencing
Buying
Decisions
Intelligent Engaged

9. Industry changes mean that Retailers must adapt to the changing consumer
Sell what customers want Know what price point will
at their preferred point of draw customers and increase
purchase profitability mix
Ability to adapt new Deliver personalized
services and new ways promotions and
to sell based on how optimized marketing
customers are buying spend
Optimize inventory
investment with minimal Drive maximum revenue and
stockouts profitability through all
channels

10. Retail and Consumer products companies must leverage data to adapt to
the changing consumer and global marketplace
Optimize inventory Lean operations
investment with minimal & create accurate forecasts
stock-outs
Know the Operational
consumer & GRC & Fraud
multichanneling
Gauge consumer Accurately predict
sentiment and act demand and consumer
accordingly behavior
Supply chain traceability
Safety, quality, and and promotional spending
efficacy of products analysis new requirements
Gain real-time production
visibility to drive cost- Avoid supply chain disruptions
effective operations
Complex R&D, patents, SIP,
Trials & cost management

11. Investment in capabilities to fully develop Smarter Shopping competencies
will drive economic value and benefit. Therefore you have to become a
Smarter Social Business
Annual economic benefits by competency $388M in annual benefits
Illustrative $25B soft-line Retailer* by financial benefit type
21% 21%
$80M $388M Reduced Increase in profit
marketing from incremental
$99M expense revenue
$51M 9%
$131M Increased
SG&A
$27M efficiency
Prescriptive
Continuous
Information
Experience
Potential
Integrated
Marketing
40%
Precision
9%
Dialogue
Relevant
Economic
Insight
Return Reduced Improved
inventory margins
7% improvement 5% improvement 1% improvement
in customer satisfaction in brand image in employee satisfaction
*Source: IBM Center For Applied Insights. October 2011. The potential benefits above are modeled using publically and privately available data. These potential
benefits reflect a relative result based on a specific set of data and assumptions. Therefore, potential benefits will vary by enterprise and are not guaranteed.

12. A Smarter Social Business is any company that has
integrated and operationalized social media within every
job function to generate and implement value driving Ideas
by smarter solutions, software, systems and services
The World
of Ideas
Those who will not go with the time, will go with the time !

13. A Smarter Social Business embraces networks of people to create
business value and outperform competition
Engaging
Transparent
Nimble

14. A Smarter Social Business needs an Office of Finance to manage
the Digital Transformation of the Business together with IT
Multi-Scenario-Planung

15. Why to become a Smarter Social Business ?
booz&co, IDC, McKinsey about „Retail and Web 2.0“

16. Why to become a Smarter Social Business ?
KORN/FERRY and IBM about „The transformative CMO“

17. Digital Transformation Puzzle (Intelligent Integrated Architecture)
CRM Business
Intelligence
Your Digital Transformation
Initiatives
...
Risk Management

18. The Intelligent Integrated Architecture provides the “city plan” for
business and IT “building blocks”
Component Business Model
Business Technology
Opportunity Availability "slice, analyse and transform"
Business Financial Product/ Production
Information Administration Management Process
Business
Corporate/LOB Portfolio
Financial Production
Strategy & Strategy &
Planning & Strategy
Planning Planning
Technology Direct Organization &
Forecasting
Research &
Master
Production
Strategy Process Policies
Capital
Appropriation
Development
Planning
Strategy
Alliance Design Rules Production
Strategies Planning
& Policies Rules & Policies
Human Capital Risk Program Production
Management Management Management Scheduling
& Internal Audit Configuration
Legal &
Regulatory Management Production
Enterprise wide focus
Control Treasury
Strategy
Enterprise Architecture Enterprise Architecture
“the city plan”
Business IT
Architecture Architecture
Processes Users
Information Applications
Planning People Data
Locations Technology
Transition Plan
Project focus
Business Operating Environment System Architecture
and IT Infrastructure functional aspects
Design and operational aspects
Delivery
IT Solutions
“the infrastructure and single
building design”

19. Intelligent Integrated Architecture Path to Business Value
Zeit/Integrationsgrad
isolated harmonized concentrated integrated
Business Standardized Optimized Business
Silos Technology Core Modularity

22. IBM Intelligent Integrated Architecture for Retail & CP
IBM Intelligent Integrated Architecture
Social
CRM
Collaboration
Browser Contacts Opportunities
Activities Accounts Multichannel
Notes
Products Forecasts
Management
Mobile and Offline
Social
Mobile Notes Integration Collaboration Social Funct.
Analytics
This Architecture Overview will be the final Future Status. Implementatons takes place in Phases
Retail Performance
Easy & Integrated Management

23. IBM Intelligent Integrated Architecture with SAP
SAP “Inner Ring”
Outer Ring
SAP Component (ERP)
SAP
SAP
Enterprise SAP Component (SCM)
Portal XI/PI
Universal Enterprise Portal
Universal Enterprise Portal
End-to-End Monitoring
SAP Component (BI/BW)
Web Services
End Monitoring
Other Packaged Legacy In-house
Cloud offerings
Applications Systems Systems
Web Services IBM Enterprise Service Bus
(No Adapter needed for web service enabled applications) Enterprise
or Federated
Registry
B2B Data Integration Business Master Data Mgmt.
Gateway ETL tooling, etc Intelligence (Customer, Product)

24. IBM Solutions
Synergy across Collaboration
IBM Software to Deliver • Collaborative capabilities
• Dashboards Increase user
Strategic Solutions experience
Trusted Information
• Trusted information ECM
• Search & discovery
Strategic Initiatives (data lineage, business
glossary) • Content management
• Governance
that Drive Synergy • Advanced analytics
• Scalable information
Requirements platform
Performance Management
Collaboration • Business Intelligence
• Financial Performance
Management
Business Optimization Business Integration
Development & Project
& SOA
Information Agenda Management Tools • Business optimization
• Increase development • Operational BI (process
community adoption integration, rules engine)
Governance and • Embedding BI • BPM (business monitor,
• implify performance engine)
Regulatory Compliance testing • Scalability
Standardization Security & System
Management
• Enterprise security
• Increase manageability

25. Intelligent Integrated Architecture Levels
Better Results by Integrated Information Management
Financial Workforce Dynamic
Optimization Supply Chain Multi-Channel
Customer & Product Risk Insight
Profitability Marketing
Business Intelligence
und
Performance Manangement
4. Analysis, Planning and Use of trusted Data and Content
End-to-End Information Integration,
Solutions Warehousing und
Master Data Mgmt.
3. Trusted Relatime Delivery of Data and Content FileNet ® Informix
®
Enterprise Enterprise software software
Data Content DB2 ®
Management Management
software
1. Management of Enterprise Data and 2. … and use in Business
Content Processes

26. IBM Business Analytics –From trusted information to Better Outcomes
Better
Outcomes
Smarter
Decisions
Actionable Insights
Trusted
Information

27. IBM Retail Performance Management Blueprint (Business)

29. IBM Cognos Performance Management Platform Blueprint
User Access and Interactivity Universal Capabilities Business Modeling
Experience
Common Business Model
IT Tools Shared Set of Purpose-Built Services Content
Admin Presentation Scheduling Event Security Shared
Service Service Service Service Dimensions
Upgrade
Personal
Model Datasets
Cognos Cognos Bus – Dispatcher SOAP, XML
Architecture Services API
Attachments,
Annotations
Query Movement Streaming Calculation
Content Service Service Service Service Initiatives,
Metrics
Security System Content Optimized OLAP
Metadata, Events 64-bit in-Memory Plan & Report
Metadata Search Index, Audit High Performance Saved Objects
Logs, System Metrics Streaming Cache
Open Data Access
Access to Message Relational Application OLAP Modern and
All Data Sources Sources Sources Sources Legacy Sources
Exploit existing infrastructure choices Integrated & optimized with IBM infrastructure
Infrastructure
Fit Application & Security Providers Data Integration & Platforms &
Web Servers & Firewalls Data Quality Tools Databases

30. IBM Intelligent Integrated Cognos on SAP Blueprint
SAP NetWeaver® Portal
Casual Users Executives Financial Analysts
Customers & Partners Business Managers Professional Authors
Common Business Model
Data Analyst Application & SAP® Web Application Server
Data Modeler Web Servers
IT
Tools
Security Providers
Shared Set of Purpose-Built & Firewalls SAP NetWeaver Namespace
Services Business
Content
Administrator
Services Data Integration &
API Data Quality Tools
Platforms &
Business Warehouse Accelerator
System Architect Open Data Access Databases
Developer
IBM Cognos 10 Architecture
SAP NetWeaver ® Business Warehouse
Message Relational Application Modern and
Sources Sources OLAP
Sources Legacy Sources
Sources
SAP ® Business Suite
SAP ® R/3 ®
SAP, SAP NetWeaver and SAP R/3 are registered trademarks of SAP AG in Germany and in several other countries.

31. IBM Cognos on SAP Customer Examples

32. Realtime Corporate Planning with IBM Cognos/TM1

33. IBM Cognos Retail Performance Management for IT

34. IBM Retail Performance Management for IT
Service Service
Role-based dashboards Maps
Tree
– Customizable/sharing
common context
– Web 2.0/Mash-ups (IBM & 3rd
party)
– Launch in context views &
automations.
– Realtime & Historical
reporting across KPIs, event
& peformance. Urgent
– Mobile Support Services Service
Distributed & Mainframe
Model
– Visibility across both
– Manage from either
– SOA & Virtualization
– Supports IPv4 & v6
High Scalability/Availability
– Split UI & Engine
– Self-monitoring
– Failover
Event Mobile
Summary Access

35. Channels ICS Forms
A Branches Forms
Retail Systems
Core Enterprise Business Finance
Banking
Mgmt Information Mgmt Operations
& Credit
r Business Processes
Systems
Operations
Debt Credit Cards
c Rules
Engine
iLog
Service
Processes
Marketing
Processes
Customer
Relationship
Risk
General
Mgmt
h ATMs Electronic Compliance Sales Business Marketing Fraud
Ledger
Corporate
Banking
i. Signature Processes Processes Partner
Services
Decision
Support Product
Retail
Banking
WebSphere
Business Monitor Real Relationship Loan
Process Models & Business Events Campaign Mgr Management Resource Origination
Utility
3rd Party
Presentation / Interaction Services
Customer Systems Process Manager Products/Svcs
Case
Regulatory Payments
WebSphere Management
Call Centers
Enterprise Access Services
WebSphere Process Server
Portal
Thin Service Registry Service Mgmt
Service Mgmt Enterprise
External
Client Enterprise Service Hub
Enterprise Service Bus & Repository & Invocation
& Invocation Service Bus
Services Gateway
WebSphere ESB, MQ, Message Broker
Internet
Data Integration/ Information
Information Services FICO
Fico
Customer Framework Credit
Banking Industry
Analytics
t Rich
Client Cognos, SPSS
Scores
Master
e Relationship
Business
Insight
DataStage
QualityStage Data
Content
Mgmt
Demographic
Data
Models
Mgmt MDM Systems
c Managers /
Agents Search & Server
3rd party
t EAS
Discovery
Analytics Customer
Account
Document
Mgmt
Data
u WMBTT Server Threat &
Fraud
Retail Data
Product Systems
FileNet
r Mobile Multi-Channel
Analytics
Warehouse Banking
Data Data
Unstructured
Data
Integration Customer Marts
e Banking
Insight
& Analytics
Warehouse
Data Information
WMBTT (Build Warehousing Foundation
Option)
Tivoli (ITM, TAM, …)
Security, Management & Governance
Governance & Monitoring
Rapid Development & Integration Modeler, WID, RSA, IDA, …

36. IBM Rational Architecture Management Solutions
Enterprise IT Business Manufactured
Modernization Transformation Products
Jazz Platform
Enterprise Requirements Portfolio Product Project Performance Business Regulatory
Security
Architecture Definition Management Management Management Management Policies Compliance
Business Planning & Alignment Product & Project Management Compliance & Security
Change
Requirements Configuration Build Quality
& Release
Management Management Management Management
Management
Collaborative Lifecycle Management
Architecture Modeling Development Testing
Tools Tools Tools Tools
Engineering & Software Delivery Tools

37. WebSphere Commerce and InfoSphere MDM Customer Touch Points
Integration Overview
1. MDM manages all master data domains – the complete profile
and supplies needed data in context to consuming applications Web Mobile Kiosk
Contact
Center POS
2. MDM improves existing business processes with accurate and WebSphere Commerce
complete master data
3. MDM enables new business processes, or re-engineering
Customer Purchase Precision
existing ones, based on MDM functionality Profile History Marketing
Promotions
Order
Existing Business Processes New Business Processes
Business Process
Campaigns Catalog Inventory Fulfillment
New Business Customer Billing Multi-Channel Cross- & Up- New Product
Processing Service Integration sell Introduction
MDM Hub
Act: MDM Functionality Makes Data Actionable
Application
Manage: Multiple Data Domains Party Account Product
Location Asset Custom
Acquire: Onboard data from source systems
Account System CRM Billing

38. Information Integration and Governance (IIG) is the central
component of a successful Information Supply Chain
Trusted Relevant Governed
Transactional
& Collaborative Analyze Business Analytics
Applications
Applications
Integrate Content
Big Data
Master
Data
Manage Cubes
Streams
Data
Data
External Warehouses
Content
Information
Sources Information
Streaming
Information
Governance
Govern
Standards
Security &
Privacy
Lifecycle
Quality

39. IBM´s Trusted Realtime Information Management (TRIM) Framework
Collapsing the time and reducing the costs from information to business value
Industry Frameworks
Banking Retail Telco Public Sector Etc…. Etc….
Expertise & Accelerators
Business Strategy and Industry Models and Integrated IBM
Planning Services Pre-Built Solution Assets Partner Components
IBM Cognos
Reporting & Analysis Scorecarding & Dashboarding Planning, Budgeting & Forecasting
Unified Performance System Platform
IBM InfoSphere MDM Server IBM InfoSphere Warehouse
Define Manage Transact Reliable Real-Time Delivery
Manage Analyze
Party, Product, Account
IBM Information Server
Understand Cleanse Transform Deliver
Unified Metadata Management

40. Information Supply Chain
Business Subject Matter Architects Data Developers DBAs
Users Experts Analysts
2. Generate and deploy
1. Define business 3. Profile data 4. Cleanse data sources, 5. Transform data to
data model based on
terms in glossary sources, mapping to resolving problems found target data format, as
business terms
business terms by profiling. defined by data model
Business Rational Data Information QualityStage DataStage
Glossary Architect Analyzer
Deployed
application
Information Services Framework
Metadata Server

41. MDM Server Architecture – Cognos Integration
MDM Consumers
Data •Import
Administration Client ESB / MQ / MDM Report Registry
Stewardship
UI Applications EAI Broker •Export
UI
Cognos BI Reporting
Request Framework
Service Controller Parser report designs
Web Services XML Request Handler
Composite Constructor
Transaction Business Transaction Manager
Messaging Handler
Adapter Business Proxies Security
•SQL Queries against
MDM Core database views via
MDM Component Admin Common Account Party Product configured JNDI data
Services Services Services Services Services source
Client Component
Controller Components
MDM Sample
Significant Pluggable Business Logic Components
Component
Third Party Component Utility Suspect Processing
Components Components
Generated Reports
PureQuery
Export to various file types
(pdf, excel, powerpoint)
Code Operational History
Tables Structures Structures
Rule Data Data History Data

42. Integration Example: Missing Data for June caused by Error in Input File
Missing Data for June COGNOS Data IBM Metadata
in COGNOS Report Lineage Drill-Down Workbench
DataStage Job: Metadata Workbench
Only 1 row for June Data Lineage

43. PIM Addresses Core Challenges
Key Product Information Scattered Across The Organization
Product Information
Targets / Destinations
Direct from Product Authorize /
Docs Suppliers Producer Reject eCommerce (website)
Emails
Print publishing
Spread
sheets
Creative Order Mgmt System
and Copy
GDS Network Merchant
Promotion
Managers Call centers
Enterprise
Applications New Item
Form ERP
Logistics
Category Images Retek
Managers Regional
Managers
Suppliers / Vendors
Finance Vendor
Managers
Price Update Procurement
Images Marketing Analytical
Product Data

44. PIM Provides A Single Source of Truth –
Critical Info Aggregated From All Internal & External Sources
Product Information
Internal Systems
Targets / Destinations
eCommerce (website)
Product Finance Images Marketing
Databases Enterprise Manager
Applications
Print publishing
Internal Docs Order Mgmt System
Call centers
MDM Server for PIM
ERP
Emails Spread Workflow Authoring Processes
sheets Data User & Role
Authoring UI
Synchronization Security Retek
External Resources Supplier / Vendors
Flexible Data Model
Procurement
Product Information
GDS Direct from Analystical
Network Suppliers

45. Gartner Estimates Significant Growth in MDM of Product Data
Market
Product Information Management (PIM)
market renamed in 2008 to Master Data
Management of Product Data to recognize
gradual convergence in MDM technology
Gartner expectations:
– Through 2011, expect the market for MDM of
Product Data software revenue (license and
maintenance) to grow to $1B
– By 2011, IBM, Oracle and SAP will command
more than 50% of PIM SW revenue
– No leader will emerge in the PIM market
before 2009
IBM: leading visionary for MDM of Product
market
– Strong long-term, comprehensive MDM
strategy
– Demonstrated success with customers across
multiple indutries
– Depth of functionality to meet range of
custome requirements
Source: Magic Quadrant for Master Data Management of Product Data, July 2008, Gartner, Inc.

46. Sample IBM Infosphere MDM Server for PIM Customers
Boulanger
InfoSphere MDM Server for PIM’s customer base includes the largest companies in its markets
as well as market leading companies in new industries

47. Nestle
The leading Global Consumer Products Company
http://www.nestle.co.uk/media/newsfeatures/nest
le-empowers-consumers-with-new-digital-
labelling-scheme-#.US3VIMXfyPM

48. LG Electronics
One of the largest consumer electronics companies in the world with annual revenues
exceeding $23B creates a single source of product information with IBM
Challenge
Reduce costs by reusing parts across Digital
Appliance, Digital Display, Digital Media and
Mobile Communication Divisions Benefits
Optimize development/procurement process
by eliminating duplicate part numbers
• Improved the quality of its master data
Better manage parts and company-wide
communication with a new unique parts- • Expects cost savings through a reduction in the
numbering and classification scheme number of collaboration errors between
organizations
• Expects increased productivity with its legacy
system
Solution
• Can now promptly produce clear business
IBM® InfoSphere™ MDM Server for PIM analysis
IBM Global Business Services

49. Carrefour
The leading European supermarket group synchronizes with suppliers
Challenge
Carrefour needed to solve problems in data quality
and workflow that were limiting the firm’s ability to
improve operational efficiency, revenue and
customer service targets. Benefits
Carrefour estimated that problems with data
quality in their referential systems cost them 0.2% Enhanced the quality of the product
to 0.4% of net sales, which represents information
approximately €280M.
Decreased distribution costs: eliminated
manual modification of 30% of product
Solution information, 80% of which is related to price
and promotion
IBM® InfoSphere™ MDM Server for PIM
Increased speed to market
IBM WebSphere Supplier Portal and global data
synchronization Built a foundation for future initiatives such as
IBM Global Business Services RFID/EPCIS
Increased employee productivity

50. Order Management Solution Architecture
Kiosk Selling Channels Mobile
IBM POS IBM Websphere Commerce IBM/Sterling Call Center IBM/Sterling Store
Cash and Carry Catalog/Content Task Based Call Center Store Based Order Processing
Tendering Web Ordering/Cart Call Scripting Save-the-sale
Loyalty Marketing Call Center OMS Endless Aisle
Other
Business Intelligence
Business Intelligence
Other Systems IBM Sterling Order Management Services
• ERP Cross-Channel Business Services:
• Payment
• Merchandising Customer, Order, Inv, Catalog, Pricing, Promotion, Configuration, Returns
• WMS Business Process Platform & Event Management • Fraud
• Other Multi-Client / Multi-Tenant Data Model • Tax
Service Oriented Architecture (SOA)
• Address
Global Visibility
Brand 1 Brand 2 Division 1 Division 2 Acquisition
Sterling Warehouse
Sterling Store
Management Drop Shippers 3PL’s
Operations
Networked Locations Store Network
Fulfillment Network

51. IBM & SAP Integrated Retail Ordermanagement
Architecture

52. IBM ECM Architecture with Intelligent SAP Integration
Anwendungen
Outlook Intranet/
SAP IBM Content Portal
Exchange EAI Archivierung
Navigator
Collection IBM FileNet Filenet Administration
Content Manager und Monitoring
File System
E-mail
Active Content Enterprise Manager
File Plan Deployment Manager
Metadata System Monitor
IBM
Content Collector Versioning
- File Archiving
- Mail Security
SAP - SAP Fultext-Search
Encryption
Auditfunction
Livecycle-Management

53. Social Collaboration

54. Social Analytics –Integrated capabilities of IBM Connections
Profiles Home
Find the people you need See what's happening across your social
network
Communities Social Analytics
Work with people who share common Discover who and what you don’t know via
roles and expertise recommendations
Files Micro-blogging
Post, share, and discover documents, Reach out for help or share news with
presentations, images, and more your social network
Wikis Bookmarks
Create web content together Save, share, and discover bookmarks
Activities Blogs
Organize your work and tap your Present your own ideas, and learn from
professional network others
Forums Mobile
Exchange ideas with, and benefit from Access Connections anywhere, anytime
the expertise of others with mobile & tablet access

55. Social Analytics –Screenshots from IBM Connections

56. Social Analytics –IBM Cognos
Drag-and-drop content Do More…
Exploration & Analysis with
Reports & Business Insight Advanced
Analysis
Business Insight
TM1
Cubes
Real-Time
Monitoring Social Collaboration with
Lotus Connections
Metrics
Unified BI workspace
Toolbox

57. Social Analytics –IBM Cognos + Connections
IBM Cognos IBM Connections
Reports
Ad-hoc Queries Social
Analytics Blogs Activities Profiles Files
Analysis Wikis Bookmarks Communities
Dashboards

58. Social Analytics –IBM Cognos + Connections
Collect, organize, share and reuse work Collaboration
Button
IBM Cognos Collaboration
Solution Highlights:
Link directly from Lotus Connections to a
Cognos Business Insight Dashboard
Single sign-on for both Business Insight
Dashboards and Lotus Connections
Send email notifications directly from the
Lotus Connections Activity
Filter Activities based on the dashboard

59. Multichannel Customer Experience –Social Media Analytics
Social Sites Benchmark Dashboards Relationship-Matrix Text Mining
Sentimental Analysis Flexible Integration of internal Advanced Searching
and external ressources
Intranet
Complaint
Web, Blogs, News, Management (Letter,
Twitter, Boards Email, Fax)
CCI
www.-Content Relational DBs (market
data, studies, CRM-
Sytems)
Call-Center Data
Snippet Overview and Details Evolving Topics Individualized Reporting
@Birk – was noch?
59

60. IBM SPSS Predictive Analytics
Realtime Recommenda-
tions for Web & CRM
Personalized
Offerings
Target Group Analytical
Analytics Decision
Improvement Action Scoring
Real-time Identification of
fraud transactions
Web-User
Risk Scoring and Fraud
Analytics
Prevention

61. IBM SPSS
Delivering a new class of Direct Marketing to Marketing, Sales & Services

62. Multichannel Management
Websites
User Experience Call Center Optimizing Impressions
with Analytics
Laptops, PCs Explore
AdTarget
Impression Attribution
Search
Social
Stores Personalizing Information
Analytics
Explore
Intelligent Offer
LIVEmail
Mobile Devices
(Webseiten & Apps) Targeting Segments
Customer Attributes Analytics
(offline) Explore
AdTarget
Off-Site Impressions • CRM Data Impression Attribution
(Social Media) • Loyalty Programm Status Lifecycle
Off-Site Impressions • Scoring LIVEmail
(display-ads & andere) • Demographic Data
• etc…

63. Multichannel Customer Experience –Website Optimization
Usability Analytics
1. Click Heat Maps
2. Link Analytics
3. Form Field Analytics SaaS
4. Attention Map
Supports Mobile Web
+
Integrated with Tealeaf Replay
• Replay the actual session of a single user
anywhere in the process for any user
• Discover how a select user uses your site On-Premise
and compare to how most users use the
site for additional insights.
• On-premise and integrated w/ Tealeaf
solutions including SaaS-based usability
63

64. E- and M-Commerce Performance Dashboard

65. Possible Payback in 3 month
Results Synthesized from 4 Customers: Summary: 3-Year Risk-Adjusted ROI
Online Travel Agent $6,000,000
Leading Online Clothing, Shoes Retailer
$5,000,000
Retailer of Automotive Accessories
Another Online Travel Agent $4,000,000
Benefits Quantified in Study
$3,000,000
Increased Conversion Rate 3.5%
$2,000,000
Increased Average Order Value 0.5%
Improved Retention Rate 1% $1,000,000
Reduced Problem Resolution Time 60%
$-
Reduced Incidents (Project Avoidance) 10%
Initial Year 1 Year 2 Year 3
Reduced Disputed/Fraudulent Chargebacks 0.05% $(1,000,000)
Reduction in chargeback transactions
Reduction in IT costs for project avoidance
Three-Year Risk Adjusted Results
Reduction in IT costs for problem resolution
ROI: 512% Incremental revenue from improved retention rate
Incremental revenue from increased order value
Payback Period: 2.6 months Incremental revenue from increased conversion
Total yearly costs for Tealeaf
Total Net Present Value: $7,633,214
Source: A commissioned study by Forrester Consulting, “The Total Economic
Impact of Tealeaf’s Customer Behavior Analysis Suite.” July 2010

66. tealeaf clients extract

67. Retailers are faced with more challenging pricing, promotion
and product decisions than ever before
Traditional price New price models Economic impact on price
competition sensitivity
Online / mobile price Endless aisles Increased targeting
transparency available online and personalization
67

68. Multichannel Customer Experience –Trade Promotion Optimization
Manufacturer Collaboration Retailer
Marketing Spend Optimization Shopper Insights &
Corporate
Planning
HQ
Trade Allocation & Marketing Mix Optimization
Optimization & Execution
Shopper Insights Shopper Insights
Account Team
Merchandising
Assortment Assortment
Planning Planning
Customer Event Planning Promotion Planning
Deal Management Deal Management

69. Competitive Analysis - DemandTec for Retail Competitive Overview
Price Promotion Markdown Assortment Shopper Insights
Note: Does not include recent entrance of B2B players (Zilliant) or ecommerce (Mercent)

70. Tailor Promotions to the Right Shoppers
Example Case Studies
Kitchen cooking item with strong seasonal volume opportunity
Retailer historically reserved promotional display aisle for private label only
Based on shopper insights, simulated positive effect on total category if private
label and branded item were displayed in back-to-back windows during
promotional period
+108.2%
+19.9%
Note: Simulated results approximate to protect customer confidentiality

71. Customers Include…
EMEA RoW
Conad, Italy Ahold USA
Coop, Denmark Best Buy
Coop, Sweden Delhaize America
El Corte Ingles, Spain Dollar General
Monoprix, France Office Depot
PAC2000, Italy Radio Shack
WHSmith, UK Sports Authority
Target
WalMart

72. Multichannel Customer Experience –Campaign Managem.
Manage Marketing across Multiple Interaction Channels
– Cross-channel marketing strategy is defined and planned using Unica
– Coremetrics is used to track consumer actions, and make relevant recommendations
– The e-commerce web site and order capture is provided by WebSphere Commerce
Optimize display and search results with
Coremetrics AdTarget and Coremetrics Search
Marketing messages and
campaigns are defined and
planned using Unica Campaign
Web
Mobile
Insights from Retail
social media, Store
third party Systems
websites, Store
purchase Deliver custom landing pages with targeted
history ,etc messages and promotions via WebSphere
Generate demand with Unica eMessage Commerce Precision Marketing
(email creation, delivery, tracking
Capture responses and refine

73. Multichannel Customer Experience –Mobile Optimization