Marketing in the Cognitive Era - IBM...• Polish the digital experience and make it easier for...
Transcript of Marketing in the Cognitive Era - IBM...• Polish the digital experience and make it easier for...
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4/9/2017Watson Marketing | Watson Commerce | Watson Supply Chain
Klemen Dragar
Watson Customer Engagement
Marketing in the
Cognitive Era
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4/9/2017Watson Marketing | Watson Commerce | Watson Supply Chain
What’s changing in the world of Customer Engagement
Are you ready?2
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4/9/2017Watson Marketing | Watson Commerce | Watson Supply Chain3
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4/9/2017Watson Marketing | Watson Commerce | Watson Supply Chain
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4/9/2017Watson Marketing | Watson Commerce | Watson Supply Chain
CUSTOMERS
WHAT
Know
me
Trade
with
me
Excite
me
Educ
ate
me
Let
me choose
Grow
with
me
BE THERE FOR THEM
ANYTIME, ANYWHERE
Find
me
Your
WANT ?
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4/9/2017Watson Marketing | Watson Commerce | Watson Supply Chain
WHAT
Of CEOs believed
they delivered a
superior customer
experience
80%Of their
customers
agree
8%But only
CUSTOMERSyour
SAY ?
WOULD
Have stopped doing
business with a brand
following a poor
customer experience
70%
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4/9/2017Watson Marketing | Watson Commerce | Watson Supply Chain
By
30%
COMPETITION
MORE ByTHAN
for Your CUSTOMERS’
HEARTS MINDSand
PERSONALIZATION
2018ORGANISATIONS
who offer
OUTSELL
DON’T
companies who
will
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Watson Customer Engagement 4/9/2017
Watson Marketing
Are you able to
personalize customer
experiences in real-time
based on insights from
behaviors, patterns and
sentiment?
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Watson Customer Engagement
Can you take action
based on what is
trending in the market
and deliver the right
experience at the right
time and place?
4/9/2017
Watson Commerce
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4/9/2017Watson Marketing | Watson Commerce | Watson Supply Chain
We need to embrace
the data that helps us
understand and serve
our customers better.
Structured and active Unstructured and dark
Data that’s comingData outside your firewallData you possess ++
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4/9/2017Watson Marketing | Watson Commerce | Watson Supply Chain
Understand. Reason. Learn. Interact.
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4/9/2017Watson Marketing | Watson Commerce | Watson Supply Chain
IBM Marketing Solutions enables organizations
like you to:
IBM Marketing
Solutions
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4/9/2017Watson Marketing | Watson Commerce | Watson Supply Chain
Campaign
Management
Real-Time
Personalization
Digital
Messaging
IBM Omni-Channel Marketing
Analytics and
Optimization
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4/9/2017Watson Marketing | Watson Commerce | Watson Supply Chain
CASE STUDY
Opportunity Approach Results
• Inspire loyalty card
holders to feel more
engaged with the
brand
and increase spend.
• Extract actionable
insights from its
transactional data,
enabling it to reach out
with relevant
promotions and
inspire a significant
increase in
incremental spend.
• 70% increase in annual
volume of tailored
messages. Boosts
incremental spend for
loyalty card customers.
Boots UK
4/9/201714 External Link
Distribution | Marketing & Commerce
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4/9/2017Watson Marketing | Watson Commerce | Watson Supply Chain
Your Digital
Personal
Shopper
Construct a cognitive application
with partner Fluid that let shoppers
ask Watson questions about their
travel plans & apparel needs and
receive the appropriate outwear
recommendations.
Shoppers averaged 2 minutes
with the platform & generated a
60% click through rate to the
product recommendation.
80% said they’d use it again.
Deliver a more personalized
online shopping experience
for the North Face
Fall/Winter 2015 outerwear
selection.
Opportunity Approach Results
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Try It:
www.thenorthface.com/xps
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4/9/2017Watson Marketing | Watson Commerce | Watson Supply Chain
“Macy’s On-call”
natural, mobile
interaction on site
IBM Watson and Satisfi created
a mobile companion using
Watson’s Natural Language
Classifier
Now on pilot in 10 locations,
the mobile companion also
incorporates a Spanish
language feature via Watson
Language translation
Macy’s was looking for a
way to empower customers
on site at each Macy’s
location
Opportunity Approach Results
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4/9/2017Watson Marketing | Watson Commerce | Watson Supply Chain
CASE STUDY
Opportunity Approach Results
4/9/201717 External Link
Distribution | Marketing
Clorox
• Polish the digital
experience and make
it easier for consumers
to browse and buy.
• Better understand how
consumers interact
with
its online and mobile
channels, and use the
insight to shape
smoother digital
journeys.
• Detect and resolve digital
issues fast and create more
personalized experiences
for each and every visitor—
keeping customers
engaged
to drive sales and nurture
repeat business.
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4/9/2017Watson Marketing | Watson Commerce | Watson Supply Chain
Join our community of
marketing leaders
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Travel clients increased revenue by 400% per
impression
Retail clients have increased offer redemption
and customer click-thru to 50%
Leader In the Gartner Quadrant for Multichannel Campaign Management for the sixth year in a row
Telco clients have increased cross sell
success rates to more than 40%
Banking clients have generated 4x Revenue
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4/9/2017Watson Marketing | Watson Commerce | Watson Supply Chain
... for more information....
00 386 40 456 817
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4/9/2017Watson Marketing | Watson Commerce | Watson Supply Chain20