IBM Marketing Solutions Integration for End-to-end Execution
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Transcript of IBM Marketing Solutions Integration for End-to-end Execution
IBM Marketing Solutions Integration for End-to-End Execution
2 © 2016 IBM
Please Note:• IBM’s statements regarding its plans, directions, and intent are subject to change or withdrawal without
notice at IBM’s sole discretion.• Information regarding potential future products is intended to outline our general product direction and it
should not be relied on in making a purchasing decision. • The information mentioned regarding potential future products is not a commitment, promise, or legal
obligation to deliver any material, code or functionality. Information about potential future products may not be incorporated into any contract.
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• Performance is based on measurements and projections using standard IBM benchmarks in a controlled environment. The actual throughput or performance that any user will experience will vary depending upon many factors, including considerations such as the amount of multiprogramming in the user’s job stream, the I/O configuration, the storage configuration, and the workload processed. Therefore, no assurance can be given that an individual user will achieve results similar to those stated here.
3 © 2016 IBM
Our Story
CityCoolEnterprise Hi-Tech Innovator
CityCool is an enterprise-level corporation that sells cutting-edge consumer technology. CityCool is known for innovative offerings such as wearable technology and stunning tablets for young, urban consumers. The company is also building a burgeoning B2B division to provision up-and-coming businesses with high-tech solutions.
As CityCool gears up for the launch of it’s latest wearable Sleekfit3, it is realizing more than ever that it needs to capitalize on marketing innovations to identify valuable segments and to speak personally to each unique, tech-savvy customer.
4 © 2016 IBM
Ann has hundreds of experiences to design and needs to be able to collaborate with others at CityCool to make it all happen.She needs to collaborate with her colleagues, who will help her follow up on the processes captured in her Journey Designer Storyboards.
Current Products: IBM Journey Designer
Wouldn’t it be great, if I could visually lay out all the online and offline interactions, request and track work related to the experience, and understand, if the design is delivering the desired results?
“ ”
Ann, the Customer Experience Designer
5 © 2016 IBM
Meet Sarah the Marketing Execution Specialist
Sarah is responsible for pulling customer lists and creating Campaign workflows. She is a technical user who works with Ann to ensure that her lower level segmentation matches her strategic objectives.
Wouldn’t it be great, if I could build segments that can be plugged into omni-channel, personalized customer experiences and utilize powerful insights to adjust those segments?
Current Products: IBM Campaign
“ ”
6 © 2016 IBM
Meet Evan the Channel OwnerEvan optimizes the customer’s experience within his channel with a focus on ensuring that the individual interactions unite to create a holistic experience across the channel. He collaborates with Sarah to define communication.
Current Products: IBM Marketing Cloud
My channel continuously underperforms because I cannot automate or adapt marketing campaigns without timely customer insights.“ ”
7 © 2016 IBM
Our Story
At CityCool, Ann the Customer Experience Designer is creating a storyboard to support the launch of Sleekfit3 and meet her strategic goal of increasing the CityCool revenue by 10%.
Ann wants to send out customized offers of 20%, 15% and 10% discount to their High Value, Mid Value and Low Value customers respectively using the Email channel.
Ann works with Journey Designer. She defines the necessary interactions on her storyboard, links it to a Campaign in Marketing Software and assigns the
Campaign to Sarah, the Marketing Execution Specialist so that Sarah can identify the necessary segments and execute the Campaign.
8 © 2016 IBM
Ann creates a storyboard using Journey Designer with interactions for offers being delivered to Citycool Loyals using the email interactions.
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Sarah creates the CityCool campaign.
10 © 2016 IBM
Ann groups the interactions and links the group to a campaign.
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Ann selects from the available list of campaigns, to link to the CityCool campaign.
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Sarah and Evan collaborate
Sarah works with IBM Campaign to build offers and flowcharts to select the high, mid and low value customers from her various data sources.
Evan works with IBM Marketing Cloud and manages the creation and customization of the specific content that needs to be sent out over email.
Together, they define the segments and channels to be used. For the channel, they select the templates. Finally, they relate offers and output datato the email channel.
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Seamless Integration
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Sarah selects the necessary offer template.
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Sarah creates the necessary offer that Evan needs to link to his content.
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Evan selects to create a new mailing template using the content builder in Marketing Cloud.
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Evan uses the link properties pop-up seen in dynamic content builder to link offer.
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In the link properties, Evan sees an option to associate an offer with the content hyperlink.
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Evan types in the name of the offer that Sarah had shared with him and clicks search.
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Evan selects the correct offer from the search result and associate it to the hyperlink.
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Evan verifies the attributes of the selected offer.
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Evan makes the necessary changes to the offer attributes.
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Evan informs Sarah to link the saved template to the flowchart.
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Sarah opens the campaign flowchart and creates the necessary segments.
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Sarah maps the email target contacts to the new email list process box.
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Sarah configures the new email process box.
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Sarah configures the content customization tab.
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Sarah maps the fields from campaign to the corresponding fields in Marketing Cloud.
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Sarah can execute the flowchart to export the Campaign segments to Marketing Cloud for testing.
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Evan can preview the content to ensure that personalized data is populated.
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Sarah can execute a production run of the flowchart to send email to all contacts immediately.
32 © 2016 IBM
Engage shares the response data with IBM Campaign via UBX.
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Sarah can use the response data she has subscribed to from UBX, to improve future campaigns.
34 © 2016 IBM
Sarah notifies Evan and Ann that the flowchart is ready for segmentation and
channel delivery. Everyone agrees
Sarah collaborates on the storyboard
Ann searches for storyboards and reuses one, changes name budget
She invites Evan and Sarah to collaborate
Evan collaborates on the storyboard
Ann adds SMS, Push and Email and groups them in a Campaign; adds
another email process on the storyboard
Evan starts working on the email content and message details and finishes the work
Sarah creates a blank Campaign for the storyboard
Evan finalizes his task and notifies Ann and Sarah; Sarah can now navigate to
the campaign
Sarah navigates to Campaign, builds the flowchart and performs the segmentation; adding the channels. She also selects the template that Evan has created
Journey Designer Marketing SoftwareMarketing Cloud
Sarah runs the campaign; but she doesn’t send the message yet
Final review before execution Sarah executes the flowchartEvan reviews suppressions and message for personalization
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