IBM EMM Digital Marketing Optimization and Customer Experience Management

IBM EMM Digital Marketing Optimization
and Customer Experience Management
with IBM Digital Analytics* and Tealeaf
IBM Ecosystem Development
* Formerly Coremetrics Web Analytics
Agenda
Review of IBM Enterprise Marketing Management Capabilities
IBM Digital Marketing Optimization – Digital Analytics
Digital Analytics Product Overview and Use Cases
Enabling your application for IBM Digital Marketing Optimization Digital Analytics
Customer Experience Management - Tealeaf
Tealeaf Product Overview and Use Cases
Enabling your application for Tealeaf
2
© 2012 IBM Corporation
EMM within Smarter Commerce
Buy
Sourcing,
controlling and
procurement of
goods and
services
Service
Servicing
customer needs
across all
interaction
channels
Insight
Strategy
Buy
Market
Service
www.ibm.com/smartercommerce
Engagement
© 2012 IBM Corporation
Sell
Market
Targeted and
personalized
marketing
across all
customer
interactions
Sell
Enables selling
and fulfillment of
products and
services across
all channels
“Market” processes and capabilities - enable deep awareness
with a 360-degree insight about customers, and drive targeted,
relevant marketing programs across channels that improve
conversions and ROI.
Market
Customer Analytics
Omni-Channel Marketing
Omni-Channel Merchandising
Optimization
Omni-Channel Customer
Engagement
• Identify opportunities and predict marketing
outcomes
• Decide on the best message or offer to extend, in any
channel
• Deliver messages and retain a memory of interactions
• Determine optimum pricing, facilitate cross channel
planning, design, execution and measurement
• Advanced analytics to continually improve marketing
© 2012 IBM Corporation
IBM Digital Marketing is based on market-leading technology
Digital Marketing
Mobile marketing
optimization
Enterprise
marketing
management
Omnichannel
Marketing
Engage buyers in
highly relevant,
interactive dialogues
across digital, social
and traditional
marketing channels
Customer
Experience
Management
Price, promotion
and product mix
optimization
© 2012 IBM Corporation
Enterprise Marketing Management (EMM) is the marketing platform to
achieve Continuous Customer Engagement
EMM: a comprehensive suite integrating
five critical marketing processes – across all media
Analyze
Decide
marketing data to find
actionable insights
on the best
marketing action
Collect
Deliver
data that augments
each customer profile
Platform
engaging messages
and capture reactions
Manage
marketing processes and
measure results
© 2012 IBM Corporation
Profile
Customer Analytics
Optimizing today’s online customer experiences requires both
quantitative and qualitative digital analytic capabilities
Quantitative digital analytics
Qualitative digital analytics
(“What, Where, and How”)
(“Why”)
IBM Digital Analytics provides quantitative
insight by capturing web site and mobile
interaction data and providing easy to use
interfaces showing:
•Purchase funnels
•Realtime sales data
•Traffic flow through site
•Conversion benchmarks
© 2012 IBM Corporation
Tealeaf provides qualitative insight by
capturing, replaying, and analyzing
individual user interaction data showing:
•“In page” context (incl. dynamic
personalized experiences)
•All UI interactions
•Error messages displayed
•Identify impacted visitors
Functional Architecture – Use Cases
Business scenario – Improving Conversion RatesMARKET
Marketing
Team
MARKET
Analyze Clicks
to Sales
Customer
Analytics
Web & Social
Analytics
SERVICE
Need for
New Segments
Campaign
Management
Identify Segments
Case
Management
Product
Information
Pricing
Promotion
Deliver Content
Business scenario – Abandoned shopping cart analysis
Real-time
Marketing
MARKET
SELL
e-commerce
Team
Analyze Customer
Behavior
Customer
Experience
Order
Capture
Promotion
Execution
SELL
Change Checkout
Flow
Market
Segment Customer
MARKET
Campaign
Management
Service
Sell
Change Pricing
Price
© 2012 IBM Corporation Optimization
Catalog
Price Execution
MARKET
Analyze Results
Workflow
Buy
MARKET
SELL
MARKET
SELL
Promotion
Promotion
Optimization
MARKET
SELL
MARKET
SELL
IBM Digital Marketing Optimization – Digital Analytics
Product Overview and Use Cases
Digital Analytics KPIs and Reports Support
Digital Marketing Goals
Digital Marketing Goals – Maximize customer use of features and layout that
drive site visits, high value website content, deepen customer engagement,
customer satisfaction, customer lifetime value and brand loyalty
Digital Analytics KPIs and Reports:
Page Views
Clicks
Clickthrough Percent
Clickthrough Rank
Sessions
Percent of Sales
Rank of Sales
Percent of Orders
Conversion Rankings
and Percentage
Identify and analyze website usage behavior to increase visitor Conversion events:
–
–
–
–
–
User registrations
Product purchases
Submitting reviews, ratings, comments, blogs, surveys, social media interactions
Registrations for newsletter, loyalty, coupons, etc….
Requests or download of product detail information, technical specs, videos, etc….
© 2012 IBM Corporation
1
1
Understand how
visitors interact
with the website
Understand how
products are selling
“How can I book
more orders?”
orders?”
Marketers use dashboards to evaluate site performance relative to
generating sales or distributing information.
© 2012 IBM Corporation
IBM Confidential
Digital Analytics multi-channel view of each customer
LIVE
Profiles
The heart of the platform is our comprehensive history of customer
behavior
Unifying online and offline information to create a true multi-channel view of
each customer
Includes: every source that brought visitor to web site (banner ad, email
campaign, affiliate link, keyword, news article).
Includes: sources using other opt-in identifications for visitor info (flight info,
hotel room, newsletter sign-up, form registration).
Includes: detailed offline customer, product, event, and categorization data and
important browser attributes.
Very powerful: supports advanced data analysis.
Proprietary and Confidential to IBM
© 2012 IBM Corporation
12
IBM Digital Analytics Multichannel: brings in offline
data to enrich your digital analytics
• Optimize marketing campaigns
with complete insights. Manage to
offline conversion and sales
success by importing transactional
data
• Uncover customer opportunities.
Segment behavior not just
anonymously but by importing
registered customer attributes
• Extend your focus from click to
business insights. Enhance
analytics value by importing data,
e.g. On product and page
characteristics, or marketing
campaign details, or any unique
data for your business or industry
13
Discover hidden business insights and improve
targeting with a more complete picture.
© 2012 IBM Corporation
IBM Digital Analytics for Social Media: measure Social
ROI like any other marketing channel and understand
brand engagement
• Brand Monitoring and
Engagement. Track real-time
conversations about your
brands, products and
competitors on Facebook,
Twitter, and dozens of other
networks.
• Social ROI. Monitor the
effectiveness of referrals from
Social networking sites and the
downstream impact of Social
impressions
• Social Aggregation. Roll up all
conversation and analysis by
user-defined categories and
business units to identify key
influencers for your brand
14
Identify the social campaigns that are
delivering the greatest impact.
© 2012 IBM Corporation
Directly access IBM Digital Analytics data from
within IBM Cross-channel Marketing Optimization
Define groups of promising prospects in Digital Analytics and save for easy access from IBM
Campaign, LIVEMail or AdTarget
Users can define and report on a variety of
predictive online customer segments.
© 2012 IBM Corporation
Customer centric business use-case: actionable digital
analytics
Link offline with online behavior
Understand web site and
marketing program
performance to build
customer profiles
Benchmark
performance against
peers and competitors
16
Measure social ROI relative to
other digital marketing efforts
Track and segment customer
behavior over time
Gain a more complete understanding of the
downstream impact
of marketing efforts
© 2012 IBM Corporation
Case Study – IBM Customer Support Website with
Parature and Digital Analytics Integration
Parature’s integration with Digital Analytics enables accurate capture of visitors’ click paths across online
support sites to identify key upsell opportunities and to continuously improve the online user experience.
Before
•No ability to track visitor click paths on their
customer support sites
•Unable to understand visitor intent and what
their customers are really looking for
•No way to monitor significant changes to their
data patterns
IBM deployed Coremetrics third-party page
tags on their Parature-hosted Support Sites
by applying the tagging API
Included page names, categories, search
terms, Customer support chat sessions,
technical support documents and various
conversion events in their tagging specs
Now able to identify visitors and visualize
their click-paths across their IBM support sites
© 2012 IBM Corporation
After
•Can now identify upsell opportunities based on
what visitors click on
•Able to improve Knowledge Base support
content by identifying which ones lead to
answers and which ones did not
•Improve usability of their support sites on a
continuous basis
Digital Analytics customer behavior data capture
Javascript tags applied to application or website content capture visitor behavior
Digital marketers use Tag Manager tool to apply IBM Digital Analytics page tags to page groups
Tags available to capture any data for site
visitor behavior analytics, ie:
–
–
© 2012 IBM Corporation
page id, form elements, product view,
image/media content in page, link clicks,
user registration, cart, conversion events,
……
Each Digital Analytics tag requires tag
specific fields, along with up to 50 custom
fields
Digital Analytics customer behavior data capture
Example – site visit with tags needed for each page:
Home Page
Product Browse
Page View Tag
Product View
Page View Tag
Page View Tag
Product View Tag
o Page ID
o Category lD
Shopping Basket
Checkout Pages
Page View Tag
Page View Tag
Shop 5 Tag (Per Item)
Order Confirmation
Page View Tag
User Details
Shop 9 Tag (Per Item)
Registration Tag
Order Tag
Page View Tag
© 2012 IBM Corporation
o Customer ID (required)
o Email Address (optional)
o City (optional)
o Region (optional)
o Postal Code (optional)
o Country (optional)
o Attributes (optional,
custom), ie: loyalty
program data, related
product/brand, ….
Digital Analytics Travel Industry Example (1)
Javascript page tags capture all customer behavior data from the site
visit, across sessions, and analytics associate with customer profile
Hotel Booking Page:
Travel type/category
Promotion Type/Code
Origin/Destination
# of Adults/Kids
# of Rooms
Duration of Stay
Type of Room
Quote Type
Creative ID
© 2012 IBM Corporation
Digital Analytics Travel Industry Example (2)
Leverage Digital Analytics to optimize and drive a
marketing campaign
• Digital Analytics reports indicate most ski vacation customers
booking thru standard ‘Ski’ category rather than featured ‘Ski
Specials’ category
• Analytics reports show not only low bookings but also low page
views and click rates for ‘Ski Specials’ category
• Start a campaign to drive more traffic to properties in ‘Ski
Specials’ category
• Add paid search keywords for our travel brand ‘Ski Specials’
promotion
• Add a new promotional spot on the ‘Ski’ category page
• e-mail marketing targeting visitors to the ‘Ski’ category page
• Use page tags to analyze effectiveness of the campaign
• Identify visits and bookings for the ‘Ski Specials’ category
originating from new paid search keywords, new marketing spot on
the ‘Ski’ category page and the targeted e-mails
• Apply deeper analytics to determine what types of site visitors and
customers they are, ie: first-time visitors or frequent purchasers?
What travel or products do they typically buy, and what other
products have they looked at and abandoned?
- 21 -
© 2012 IBM Corporation
IBM Digital Data Exchange (DDX) - Tag Management
System and API to capture and syndicate customer
analytics data
• Certified IBM and partner solution tags can be
managed via UI workflows instead of manual
coding
•
•
•
•
Apply tags to page groups
Schedule roll out
Audit changes
Roll-back when needed
• Marketer directly controls application of page
tags, minimize IT dependencies
• Avoids need to learn and code a new tag
language for every single service a marketer
wants to connect to their site
W3C digital marketing industry standards group
for streamlined tag data management
• Cross-vendor data model for web analytics data
collection, resulting in accelerated on-boarding of new,
relevant services
http://w3.org/community/custexpdata/
22
© 2012 IBM Corporation
IBM Digital Data Exchange (DDX) - Tag Management
System and API to capture and syndicate customer
analytics data
Automate data transfer: Syndicate first party
data to any third party via tags or API
•
Export & Import: Push out audience
behavioral data, pull in new data for creating
entirely new customer segments and ad-hoc
reporting analysis
•
Marketers can choose from a variety of DDX
enabled buy and sell side digital marketing
service providers (Data Management
Platforms, Demand Side Platforms, Ad
Networks, Search, Social)
© 2012 IBM Corporation
Shoutlet & IBM Digital Marketing Optimization
1. Shoutlet let’s social media marketers send out
messages which typically include links back to their
website. But which conversations prompt fans to take
action by clicking & engaging?
2. Shoutlet is a certified partner in the IBM
DMO cloud network and for its real-time
API. Joint clients can connect Shoutlet to
their DMO analytics data via the IBM API
with just a few clicks in the UI
3. Shoutlet pulls the social media marketer’s results
data from IBM DMO via the API to provide metrics back.
Now the marketer can steer social media marketing
conversations to the topics that are prompting actions
while they are still
trending
Example – Shoutlet integration using DDX:
http://www.smartercommerceblog.com/articles/2013/0
9/12/how-to-connect-shoutlet-to-ibm-digitalmarketing-optimization-real-time-api-no-codingneeded/
© 2012 IBM Corporation
Invodo & IBM Digital Marketing Optimization
1. Invodo’s ecommerce video platform delivers informative
video content at the online point of purchase within our joint
customers sites, increasing conversion rates and shopper
satisfaction. But, which videos don’t just engage shoppers
for views but lead to incremental revenue downstream in
subsequent clicks or sessions? Where can you improve?
3. Invodo pulls shopper video engagement data and
downstream conversion events from IBM DMO via the
API to provide end-to-end video performance reports to
clients. Now marketers can monitor and optimize their
ecommerce video strategies based on bottom-line data
and take action.
© 2012 IBM Corporation
2. Invodo is a certified partner in the IBM
DMO cloud network and for its real-time
API. Joint clients can connect Invodo to
their DMO analytics data via the IBM API
with just a few clicks in the UI.
IBM Digital Marketing Optimization – Enabling your application
for IBM Digital Analytics
© 2012 IBM Corporation
Digital Analytics ISV Integration Use Cases
ISVs applications with web content for customer analytics can implement page tags to
enable for Digital Analytics out of the box
Digital Analytics reports valuable and actionable
insights into site visitor application usage
–
–
Many standard reports available with
customer behavior analytics out of the box
Custom reports for extended tag attributes
and KPIs
Augment the rich customer data available to
clients in Digital Analytics LIVE Profile with
data associated with your applications,
benefiting from out of the box and any
custom analytics reports
–
–
27
improve customer segmentation and
targeting with additional demographic data,
customer history, social profile data, ……
Examples: call center and CRM interactions,
external order management product details,
loyalty
© 2012 IBM Corporation
For page tagging based solutions, Dynamic
Digital Exchange (DDX) tags and API and
associated business partner program to
certify your application for DDX partner
network
–
–
simplify multi-vendor page tagging for
clients
enable syndication of generated
customer behavior and analytics
Use of Digital Analytics Reports API to
import results of customer behavior
analytics into your application and data
repositories
Digital Analytics Tags Data Capture & Analysis
Visitors
welcome.coremetrics.com
Digital Analytics Reports & KPI’s –
Out of the box & custom
Web Site
Mobile App
Mobile Site
Off Site
Display Ads
Rich Media
http image request
“pixel”
page id, form elements, product view,
image/media content in page, link clicks, user
registration, cart, conversion events, ……
Page data captured
by tags
© 2012 IBM Corporation
Digital Analytics Servers
Implementing Digital Analytics Data Capture
Use DDX Tag Manager to apply IBM Digital Analytics page tags in your application
Required Category Definition File specifies organization of content tags are applied to such as
page or product hierarchies – essential for analysis, KPIs, and reports
Can also organize Page Groups - Page Rules identify matching pages for the group, Tag Rules for
clients to organize and control activation/scheduling of tags on the pages
Can also add Javascript code snippets to Page Groups in addition to tags
© 2012 IBM Corporation
Implementing Digital Analytics Data Capture
Create and deploy page tags based on segments, not just page groups
© 2012 IBM Corporation
IBM Business Partner Brightcove –
Insight-Driven Marketing to optimize digital content experiences
Collect, store and unify historical online data to create a broad digital
profile of each customer
Analyze impact of messages, advertising, and brand engagement for
direct digital sales channels and benchmark against competitive data
Track Performance of video delivery and embedded advertising to make
better decisions and respond quickly to opportunities
Flash plug-in for reporting events
from within Brightcove video players
to Digital Analytics/Coremetrics
• Publishers
• Referrers
• Ads viewed
• Viewing modes
• Play times, ranges
• Cue points
• Social events
• categoryName
• swf plugin URL
• content events map xml
https://github.com/BrightcoveOS/CoremetricsSWF
© 2012 IBM Corporation
Data Collection Basics: Tag Types and Business Purposes
Tag
Primary Purpose, linkage to Digital Analytics Reports
Page View
Page popularity, Clickstream, On-Site Search analysis
Product View
Product View/Product detail page analysis
Shop Tags
Shopping Cart, item purchase and product abandonment analysis
Order Tags
Order and shipping analysis
Conversion Event Tags
Customer Engagement/Business Objective analysis – ie: customer registers for e-mail
newsletter, downloads a product brochure, or posts a product review
Element Tags
Intra-page views, Product Zoom, Video, and Web 2.0 analysis
Registration Tags
Capture email and other registrant details for registrant analysis
Form Action Tags
Review unload data (last field of interaction) in Form Analysis
Link Click Tags
LIVEview, outbound click analysis
Technical Properties Tag
Browser, OS, Screen Res, etc analysis
URL Parameters
Primary Purpose
MMC Parameters
Marketing Program analysis for banners, email, paid search, affiliates, etc
Site Promotion Parameters
On Site Promotion (banner or link displayed on multiple pages)
Real Estate Parameters
Analyze components or areas of a specific page, uniquely identify seasonal images, compare
rotating content, Conduct A/B Testing
© 2012 IBM Corporation
Tags – Page View Tag
cmCreatePageviewTag(Page ID, Category ID, Search Term, # Results, <custom attributes>);
Pageview Tag Example:
cmCreatePageviewTag("Lounge Chairs", "A100");
Result of tag firing to send Pageview
Tag data fields:
Digital Analytics Report:
© 2012 IBM Corporation
Conversion Event Tag
cmCreateConversionEventTag ("Conversion Event ID", "Action Type", "Category", “Points“,
<custom attributes>);
Conversion Event Tag Example:
cmCreateConversionEventTag("Credit Application Submission", "2",
"Applications", "100“, ….);
Conversion Event ID
• Name of the
conversion event
being tracked, ie:
User feedback, credit
application, travel
booking, ….
Conversion
Event Category
Points Value
• Assign a relative value to the
conversion event.
• E.g. A newsletter sign up could be
given a value of 30, whereas a credit
application could be valued at 100.
© 2012 IBM Corporation
Action Type
• 1 = Initiation.
• 2 = Completion
Optional custom attributes
• Credit card type, account
type, travel booking
attributes, loyalty level,
products, …..
Enable your application for Dynamic Digital Exchange (DDX)
tags and API to ease page tagging for clients and enable
syndication of generated customer behavior and analytics
• Data Syndication API – IBM Digital Marketing Optimization can syndicate real-time
first party data analytics to any integrated service via an API
•
Certified DDX Digital Marketing Partner Network – More than 100 buy and sell side
digital marketing service providers in the cloud
•
Help marketers quickly and easily integrate innovative IBM & partner digital
marketing services in just a few clicks
•
As a result, marketers can maximize customer engagement and response across
all their digital marketing eco-system solutions
•
•
•
•
•
•
35
Data Management Platforms for enabling the collection of audience intelligence towards
better ad relevancy
Demand Side Platforms for buying digital advertising by managing multiple ad exchanges
Ad Networks for making easier to buy targeted ad inventory from numerous sources
Search Marketing for marketing promotion via paid and organic search channels
Social Engagement and Social Media Marketing for social media marketing or crowd
sourced means
Gamification for game based loyalty promotions and rewards
© 2012 IBM Corporation
DDX Certified Partners
© 2012 IBM Corporation
IBM Digital Data Exchange – Partner Tags and IBM Real time
API: Captures data and relays it wherever it needs to go
• Select partner in UI.
• Depending on the
specific partner’s
integration type,
connect via API or
deploy via tags
For tag management partners.
Multiple JavaScript tags fire
IBM DMO
Data center
IBM tag
For partners connecting to our realtime API, only the IBM tag is
needed. Partners fetch data via API
IBM tag
IBM DMO
Data center
API
Partner tags
Partner 1
Partner 2
Partner 3
© 2012 IBM Corporation
Partner 1
Partner 2
Partner 3
Enable your application for Dynamic Digital Exchange (DDX)
tags to ease page tagging for clients
DDX partner tag definition for
appropriate content and events in
your application
• Tags may be bound to JavaScript
functions or events/elements on
web pages
• Tag substitutions may be created
that assign tags to a series of
values that are iterated through,
with a tag is thrown for each
iteration. This is especially useful
for shopping cart tracking, product
lists, etc.
• Each Tag Field must be assigned
to an object on the web page. For
instance, “Lead ID” may be stored
in the web page url, “Amount” in a
© 2012 IBM Corporation
form field
Enable your application for Dynamic Digital Exchange (DDX)
tags API to enable syndication of generated customer
behavior and analytics
DDX API – IBM Digital Analytics Datafeeds available to use within your application to incorporate
customer website behavior patterns and actions
© 2012 IBM Corporation
DDX API Integration: Social Intelligence Use Case
Analytics
Sentiment
dashboard
Emerging Topics
Conversations you asked
about and those you didn't
Affinities
What is correlated with what?
Social Media
• Tweets
• Blogs
• Forums
1
Communities
• Surveys
• Advocate dialog
• Discussions
Customer
Website
Behavior
• Clicks
• Searches
• Views
2
3
Pull in/push out social sentiment data
to improve insight, ideas and actions
Leverage data to run marketing campaigns against
social conversations on the web
Tailor consumer experiences by
segment with trust-based
engagement
4
Execute the campaign using
Individual Data for consumers
who opted-in
Previous
Campaign Data
• Contact history
• Response /
purchases
• Test campaigns
Modeling
Predict who is likely
to respond
© 2012 IBM Corporation
Scoring
Rank best offers
Campaigns
Multi-Channel Marketing
Putting The Whole Scenario Together
Cookie=24601
Regular web site browser
Recently looked at comfy red chairs
@LMacD64
Tweets sneak preview
link, opened by 25
friends
Comes to the web site and gets a cookie,
browses, but does not buy
Email [email protected]
Cookie =24601
Open rate: 73%
Click-through rate: 5%
Later receives an email with a
personal URL, and
clicks through to the web site.
Jay gets an email
invitation to
attend a sneak
preview of new
and he can invite
his friends via
Twitter.
Jay makes a purchase and
enters his email for the
confirmation and address
for shipping
Connections made between:
Cookie and Email
House Hold and Cookie
Email and House Hold
Facebook ID
Leo, becomes a
follower on our
Twitter feed.
@LMacD64
Following 53
Followed by 152
Email and cookie are
tied together
Jay, loves the product
so much he becomes a
fan on Facebook.
Facebook data can now be
collected through Facebook API
based on Jay’s permissions.
Twitter data collected through
Twitter API.
Facebook ID=01810
210 Facebook friends
Born in Houston, TX
Gadget’s Galore Fan
© 2012 IBM Corporation
And cookie tied together?
Partners can improve marketing capabilities by
augmenting Digital Analytics LIVE Profile dataset
Digital Analytics IMPORT – add to
profiles, segments and reports for
product details, attributes, customer
behavior / social / loyalty, any off-line
sales, campaign and catalog data
Off-Site Impressions
Digital Analytics Lifetime Web
Site Behavior
•
Marketing Attribution
•
Merch Browse, Cart,
Order, Abandon
•
Content, Pathing,
Sequence
•
Business Events
•
Segments
•
Product affinity scoring
Multi-Channel
Customer Attributes
• Behavior
• Demographics
• CRM Data
• Loyalty Program Status
• Lifetime Value
• Scoring
• etc…
Digital Analytics Segmentation Tutorial & Demo
© 2012 IBM Corporation
Partners can improve marketing capabilities by
augmenting Digital Analytics LIVE Profile dataset
Customer
Analytics
Decisions
SentimentAnalytics
Source
Data
Sources
What do I offer?
When? To whom?
Customer
Experience
Targeted
Fast, rich templatedriven web design
What should I invest in?
CRM
data
Financial
data
Marketing
campaign
data
Marketing campaign
optimization
Sell
Sell thru
data
Micro segment and
response prediction
Market
Trusted
Competitive
data
Scenario analysis
How do I identify and
become more intimate
with audience segments?
How do I get a better ROI
from my marketing
investments?
How can I better forecast
demand in different markets
and channels?
How do I apply promotional
tactics to optimize revenue?
Source: IBM Global Business Services
© 2012 IBM Corporation
Improved trust with
2-way conversations
Engaging
Excited customers
with communitybased exchanges
that resonate
Anywhere
Easier engagement
with customers
anywhere, anytime
Partners can improve marketing capabilities by
augmenting Digital Analytics LIVE Profile dataset
© 2012 IBM Corporation
IBM Digital Analytics Reports API
IBM Digital Analytics API
API offers programmatic access to
virtually all Digital Analytics reports
and report views by means of a
RESTful URL request
– XLS, CSV, XML, JSON formats
– Import detail report information
to external applications and
repositories
– Embed reports in web pages and
portals
– Build custom widgets with the
results of analyzed customer
behavior data
– Provide select data to partners
https://welcome.coremetrics.com/analyticswebapp/api/1.0/toplinetrend-data/topline.ftl?
clientId=client_id&username=user_id&format=XML&userAuthKey=<API_Token>
&language=<Language&viewID=<View_Name.ftl>&format=XML
&startdate=20130101&enddate=20130531&period=<period_type>
© 2012 IBM Corporation
Smarter Commerce Architecture Overview
(Web Analytics)
(Customer Support)
Social, affiliates, and
partners performance
metrics
Legend:
Sell
Market
Sell
Service
Site performance
metrics
(Commerce)
Transactions
and Behavior
Targeted Offers,
Personalized promotions
delivered via email, mobile,
mailers
Tender auth / settlement fraud detection, address
verification
(Distributed Order Management)
(Campaign Management)
[Market Basket Analysis)
Fulfillment
sourcing
relationships
Segments,
clusters,
actions
Payment
Payment
Processing
Processing
POS Data, Market Basket Analysis, Propensity
Information
Segments, clusters, actions
(Inventory Optimization)
Buyin
g
habits
Targeted Offers,
promotions
[Customer Segmentation)
Optimize supply-network connections between
product, DC, vendor, sourcing
Fulfillment instructions, inv visibility,
receipts, shipments, inv-adj, ASNs, cycle
counts
(Sourcing)
[Supply Network Optimization]
(Transportation Optimization)
(Transportation Management)
(Warehouse Management)
Supplier collaboration for
endless aisle, vendor-direct
shipments, drop-ships,
made-2-order
(Partner Integration)
(Supply Chain Visibility)
(Supplier Lifecycle Management)
Merchandise
Merchandise Planning,
Planning,
Assortments,
Assortments,
Forecasting]
Forecasting]
Merchandise
Merchandise
Planning,
Planning,
Reporting
Reporting
Enterprise Marketing Management (EMM)
[[ Core
Core Retail
Retail Merchandising]
Merchandising][Inv Mgmt., Stock Ledger, Sales Audit)
capabilities:
Financial
Financial
PO,
Cost,
Deals,
• Acquisition of customer behavior
PO, Cost, Deals,
Performance
Performance
Trade
Funds,
Tradeand
Funds,
information through all ‘owned’
Management]
Management]
Allocation
Allocation and
and
Replenishment
partner/ social interaction channels
Replenishment
• Analysis, mining and coalescing of the
wealth of behavior information into
[Retail Business Analytics]
actionable application data
• Execution of Marketing[Retail
StrategyPerformance Measurement and Reporting]
across all interaction channels, driven
MDM Server
[Customer Information Management]
by this acquisition and analysis
MDM Server
[Product Information Management]
• Unified, enterprise-wide, Marketing
Operational Management
WMB
BPM
[Enterprise Integration and BPM]
© 2012 IBM Confidential
Corporation
Administration
Administration
HR,
HR, Administrative
Administrative
Finance
Finance
Smarter Commerce Architecture Overview Functional
© 2012 IBM Corporation
IBM Ready for Smarter Commerce Business Partner
Validation Program
Become a member of the IBM Smarter Commerce ecosystem and leverage
benefits to increase awareness and visibility of validated solution for the
Ready for IBM Smarter Commerce program
Completing validation can help you demonstrate that your solution meets
key IBM Smarter Commerce integration standards, distinguishing your
offering from the competition.
Achieving Ready for IBM Smarter Commerce validation shows customers
that your solution meets or exceeds IBM compatibility criteria with one or
more of the IBM Smarter Commerce products.
Ready for IBM Smarter Commerce validation marketing benefits:
Press release support
Publication on the IBM Smarter Commerce blog
Solutions software as a service referral incentive
Ready for IBM Smarter Commerce mark
Ready for IBM Smarter Commerce business partner showcase (coming soon)
© 2012 IBM Corporation
Digital Analytics Free, On-line Product Technical
Education and Industry Case Studies
Free tagging training is available for Business Partners
Self-paced, on-demand instructions and training modules is available by visiting the IBM Learner Portal.
1. Go to the IBM Learner Portal site: http://tinyurl.com/yjhzfwu
2. Click “Self register with an Access Code” – use 9W720G
3. Click on “Available courses” and enter either “Digital Analytics” or “Digital Data Exchange”
4. Courses available include:
Digital Analytics includes modules for: Getting Started with Digital Analytics (9W700), Tools and Tagging
Fundamentals (9W722), Best Practices for Flash Tagging (9W713), Benchmark (9W708), Social (9W749),
Demographics & Systems (9W721), Troubleshooting (9W710), Enterprise Analytics (9W724), Enterprise
Dashboard (9W717), Event and Content Analysis (9W716), Digital Analytics Explore (9W725) & Reports (9W726,
9W727), Data Import (9W748), Marketing Tracking, Attribution & Best Practices (9W705, 9W704, 9W728,
9W741, 9W712), Mobile Analytics (9W729), Search Reports & Search Marketing (9W706, 9W745, 9W746), Site
Promotions Report (9W709), Dashboards (9W701), Lifecycle (9W742), Digital Recommendations (9W743),
Segmentation (9W723), Top Line Metrics (9W702), Product Performance (9W715)
Digital Analytics also includes modules for add-on products from the Digital Marketing Optimization capability area:
IBM Marketing Center, LIVEMail, AdTarget and Intelligent Offer
Digital Data Exchange includes modules for: DDX General Tagging (9W732), Advanced Tagging (9W733), Digital Data
Exchange API (9W734)
In addition, partners can access Getting Started & Implementation guides, webinars, additional training,
best practices
for effective web analytics - http://support.coremetrics.com
Industry
Case Studies
Banking: http://www.ibm.com/software/success/cssdb.nsf/CS/RKIT-8NFPLP?OpenDocument&Site=default&cty=en_us
Telco: http://www.ibm.com/software/success/cssdb.nsf/CS/SJHA-8R8MDH?OpenDocument&Site=default&cty=en_us
Travel: http://www.ibm.com/software/success/cssdb.nsf/CS/SJHA-8RNFVR?OpenDocument&Site=default&cty=en_us
© 2012 IBM Corporation
Resources for business and technical education – IBM
Digital Analytics and DDX
• List of certified partners in the DIGITAL MARKETING NETWORK
• Digital Data Exchange (DDX) and its real-time data syndication API that powers the network with digital analytics
• IBM Digital Marketing Optimization is the name of the suite which includes DDX
• Link to the W3C STANDARDS INITIATIVE group and the Draft Specification published in July
Web analytics guides, webinars, best practices and additional training.
Clickstream reporting and TRUEPath Deep Dive education module video
Customizing data collection with Coremetrics for WebSphere Commerce
Customizing analytics data for non-Web channels with Coremetrics
Search based analytics with Coremetrics
Digital Marketing Optimization Mastery (M663)
Digital Marketing Optimization Sales Mastery online training materials
Virtual Sales Enablement Training in PartnerWorld
• Business Partner Solution Roadmap – Smarter Commerce
© 2012 IBM Corporation
Web Customer Experience Management – Tealeaf
Product Overview and Use Cases
© 2012 IBM Corporation
Tealeaf: Online Customer Experience Management
Marketing
eCommerce
Service
52
Tealeaf optimizes the entire customer experience including
the mobile channel:
Value Proposition: Tealeaf helps optimize the online channel by bringing
visibility/replay to each and every individual customer’s interaction
which results in higher conversion rates, increased retention and
customer satisfaction.
– Allows you to quickly diagnose and resolve site obstacles – remove
obstacles that cause customers to abandon pages and transactions
– Provides real-time Customer Experience analytics to engage
discovery and web site optimization efforts
– Seamlessly integrates with CRM systems to make online customer
service more effective
– Affords proactive re-marketing or order recovery campaigns
– Improves online self service capabilities reducing calls handled by
(more expensive) call centers and reduce call handling time
© 2012 IBM Corporation
Visibility
Analysis and Integrations to Discover Obstacles
Voice of Customer
Investigate Customer Feedback
Automatic Struggle Detection
Customer Experience KPIs
Alert based on known Issues:
Form errors, long wait times,
adandoned sessions, ….
Voice of Customer Integration
Web Metrics Integrations
Why have my conversion rates dropped?
Why are my customers
complaining?
53
Web Analytics
Integration
Multi-variate
Testing
Integration
Why didn’t my test do well?
© 2012 IBM Corporation
Answers
Capabilities to Quantify and Act on Obstacles
Revenue Impact Analysis
Discover Every Impacted Desktop and Mobile Customer
Quantify the
Financial Impact
of an Obstacle
Customer & Revenue Recovery
Root Cause Analysis
Follow Up with Impacted Customers
Analyze Impacted
Sessions for
Anomalies or
Similarities
54
© 2012 IBM Corporation
Tealeaf Industry Use Cases and Outcomes
Why are there low conversions from the direct booking page?
55
View individual customer session to understand why
Industry – use case
Customer issue
Tealeaf capabilities utilized
Result
Insurance –
abandoned
transactions
Complaints from online claims
submissions, customers left
silently without a trace
Uncovered specific problem in VIN
form field - adding spaces or hyphens
caused errors in endless loop.
Recovered 2000+ lost policies or
nearly $2M in annualized
revenue.
Travel – abandoned
transactions
Low conversion rate on home page
when customers tried to rent a car
as compared to when booking
after purchasing a flight
Reviewing abandoned sessions
showed default pick-up/drop-off
times as midnight were being shown
“No Matching Cars”
Changing pick-up/drop-off to
10AM enabled hundreds of users
per day to not see reduced
inventories or uncompetitive
pricing
Banking – Call
Center
Key banking flows were confusing
and presented errors that
prevented customers from
completing their transactions.
Call Center replays revealed
problems related to site issues that
were resolved to continuously
improve site functionality and
usability
Average Handle Time dropped by
40 seconds (15%); Effectiveness 50% reduction in escalations.
© 2012 IBM Corporation
Summary of Tealeaf’s Key Features
Quickly diagnose and
resolve site obstacles
Provides visibility
into the actual
customer experience
Provides real-time
Customer Experience
analytics to engage
discovery and web site
optimization efforts
Quantify the business
impact of any given
issue for more
effective prioritization
Seamlessly integrates
with CRM systems to
make online customer
service more effective
56
Affords proactive
re-marketing or
order recovery
campaigns
© 2012 IBM Corporation
Tealeaf Captures Every Customer Interaction
Mobile
Mobile replay
replay
showing
showing in
in screen
screen
gestures
such
gestures such as
as
swipe,
scroll
and
swipe, scroll and
zoom
zoom
57
The
The Tealeaf
Tealeaf
Dashboard
Dashboard identifies
identifies
sources
sources of
of struggle
struggle
(lengthy
(lengthy dwell
dwell time
time on
on
aa page,
page, form
form errors,
errors, …)
…)
© 2012 IBM Corporation
Customer
Customer actions
actions
identified
as
identified as sources
sources of
of
struggle
(repetitive
struggle (repetitive
behavior,
behavior, abandonment,
abandonment,
lack
of
progress/checkout,
lack of progress/checkout,
negative
negative feedback)
feedback)
Tealeaf Product Overview – Customer Behavior
Analysis
Key use cases:
– Research a reported issue via search and replay
• Validates that the problem exists, minimizes time
spent reproducing and fixing issue
– Monitoring of known issues via Events and Alerts
• Reduces impact of any given issue on customer
base, increases conversion or adoption rates, helps
recoup otherwise lost revenue
– Quantify the business impact of any given issue
• Prioritize site improvements and allocate
resources based on the magnitude of the issue (#
occurrences or lost product revenue)
– Ad-hoc, flexible dimension-based segments based
upon site issues identified in events and alerts
• React to unanticipated situations arising from site
updates or external factors, ie: inventory out of
stocks, social media sentiment, web site traffic / IT
resources and server outages
• Proactive re-marketing (email follow-up to
impacted customers)
58
© 2012 IBM Corporation
Tealeaf Product Overview – Customer Behavior
Analysis
Customer Behavior Analysis – Events, Search, Segmentation, and
Reporting
– Tealeaf Events are the foundation for all Tealeaf search, alerts, reports
and analytics
– Events can be created based on value of variables in the page, text
patterns, page and session attributes
• missing page, global error page, abandoned session/cart, product or
page names, registration form submittal, visitor conversion event,
etc…..
• All visitors who saw “Insufficient funds” message, “Product not
found”, “No matches”, …
– Easily drilldown to the exact users affected and replay their sessions to
quantify extent of the issue, identify affected users, determine root
cause of the issue
– Search tools easily create customer segments based on occurrences of
events
• visitors that received an error page and later purchased a product
• visitors who searched for something but never added an item to
their shopping cart
• visitors who tried to register three or more times
– Automated analysis tools pinpoint what is common across the sessions,
users and pages in any given segment
© 2012 IBM Corporation
Tealeaf Product Overview – CxView Customer
Behavior Analysis
cxView enables proactive customer experience
management
– Aggregates rich customer experience captured by
Tealeaf into executive-level dashboards, scorecards and
reports
Key use cases:
– Early warning system
• Benefits: Real-time awareness into the highestimpact struggle sources on your site
– Proactively monitor customer experience KPIs
• Benefits: Real-time awareness into KPI trends
– Proactively monitor key site processes (e.g., shopping
cart process, rate quote process)
• Benefits: Real-time awareness into abandonment
– Proactively monitor key technical performance KPIs
• Benefits: Real-time awareness into technical
performance problems, such as application
performance or availability
60
© 2012 IBM Corporation
Tealeaf Product Overview – CxOverstat
Customer Behavior Analysis
cxOverstat allows you to understand
user intent through analytic overlays on
a site
– Click heatmaps
– Link & Form Analytics
– Attention Maps
– Replay
– Segmentation and dimensional analysis
– JavaScript & AJAX support
Key use cases:
– Increase conversion rates
– Improve link and content placement
– Enhance site usability
61
© 2012 IBM Corporation
Tealeaf Overview – CxReveal Customer Service
Optimization
cxReveal provides instant, replayable access to both live and recent
customer sessions from any CRM, sales force or customer support
software to resolve online issues
Pivot from customer
case in CRM directly
to corresponding
Tealeaf session
Key features:
–
–
–
–
–
Replay / Shadow Browse
Session History / Simple Search
Summary ("At a Glance") Reports
CSR Activity Dashboards/Reports
CRM/Portal Integration
Key use cases:
– Resolve customer issues via shadow browsing and replay
• Benefits: Improves first call resolution rates, reduces unnecessary escalations,
provides higher touch customer support, improves customer loyalty and experience
– Cross-sell or up-sell based on session history info
• Benefits: Provides higher touch support, improves customer experience, generates
additional revenue
62
© 2012 IBM Corporation
Tealeaf Overview - cxConnect
cxConnect allows you to seamlessly integrate Tealeaf’s rich, online customer
experience dataset with any other business application
• Data integration
• Extract any session and analytics data
• Web analytics integration
― Pivot directly from a customer segment in a
trend funnel report to sessions in Tealeaf and
replay interactions, investigate why customers
are behaving the way they are
– Benefits: Validate trends (answer questions
like, why have conversion rates dropped on
the order confirmation page?), drive site
improvements
•
Voice of Customer integration
―Direct from surveys, forums, feedback
channels to gain full customer experience
context through a session replay link
―Benefits: Validate feedback (answer questions
like, why are so many customers complaining
about our registration process?), drive site
improvements
63
© 2012 IBM Corporation
Tealeaf Smarter Commerce alignment and
product portfolio integration
Tealeaf Product
Synergies
• WS Commerce
• WS Portal
• Unica MSPs in
SVP/SVI
• Coremetrics
• Worklight
• Business Analytics
EMM Product Integrations for
Advanced Analytics and Behavior
Driven Actions
DDX Integration
- Tag management for UI Capture and data
integration with Tealeaf
Digital Analytics Integration
-Drill Down to Individual Sessions associated
with reports and playback in Tealeaf, access
analytics reports
- Ad hoc segmentation using analytics
derived from Tealeaf
Integration with Unica Campaign, Interact &
Marketing Center
- Drive offers and marketing messages based
on behavioral analytics from Tealeaf
© 2012 IBM Corporation
Digital Analytics + Tealeaf
IBM Tealeaf
IBM Digital Analytics
Why are there low conversions from the home page?
View individual customer experiences to understand why
Identify underperforming areas of website,
categories, pages with Digital Analytics
Tealeaf session replay identifies root cause of issues,
reasons for negative customer feedback, sources of
struggle & incomplete transactions, identify affected
customers & revenue impact
© 2012 IBM Corporation
IBM Customer Web Experience Management Enabling your application for integration with
Tealeaf
© 2012 IBM Corporation
High Level Architecture:
Tealeaf is 100% Coverage, Scalable, Secure, Extensible
Existing Customer Environment
Switch,
Router,
Load
Balancer,
Firewalls
Internet
Tealeaf CX Extended
• Rich Internet Apps
• Flash/Flex
SPAN port,
Mirror port
Or Tap
cxImpact
cxResults
cxView
cxReveal
cxVerify
cxOverstat
Tealeaf CX Mobile
• Mobile Sites
• Mobile Apps
Firewall
67
Web Servers
Application Servers
Databases
Tealeaf CX Capture
Tealeaf CX Datastore
• Decrypt
• Privacy
• Assemble
• Inspect • Index
• Event
• Archive
• Correlate
© 2012 IBM Corporation
cxConnect
cxConnect WA
cxConnect VOC
cxConnect MVT
Product Architecture – Data Captured in
Sessions for Analysis
Page, Session and User Data Captured by Tealeaf CX
– HTTP headers, URLs, URL form fields, URL Referrers, user login names, cookies, server host
names, applications, client IPs, page sizes, HTML source
– Any other diagnostic included in the HTTP(S) interaction between the customer's web browser
and the web application
– Durations recorded for the total round trip, Internet delivery, and page generation times for
each page requested in the session
– In-page interactions and client-side functions executed by Rich Internet Application (RIA)
technologies, such as AJAX, Flash and Flex
– Form field abandonment, form-field validation messages, client-side java script errors, end-toend response time, scrolling, and mouse movements
© 2012 IBM Corporation
Integrating your application with Tealeaf for
Customer Experience Management and Web
Site Optimization
Search and
replay
sessions from
your
application
Capture webpage
tags and identifiers
in your application
as Tealeaf Events
Tealeaf CX
Capture
Tealeaf CX
Datastore
Extract captured
session data and
analytics to your
datastores
Tealeaf session replay API & session search API
– Integrate session replay into your application’s UI, a portal environment or pivot from
customer records to their corresponding sessions captured in Tealeaf
– Session search queries sent to Tealeaf Search Server to retrieve matching sessions
Incorporate and correlate any key meaningful page-tags or webpage identifiers in your
application containing semantic information as Tealeaf Events to enable search, replay and
analytics within Tealeaf
Extract captured session data and results of analytics reports into your application or data
repositories with Tealeaf CxConnect data integration
© 2012 IBM Corporation
Integrating your application with Tealeaf Tealeaf Session Replay API & Session Search API
Tealeaf Session Replay API
– The replay link will replay a Tealeaf session via a web service call on the Tealeaf Portal Server
– URL for the link specifies Tealeaf Portal server, Web Service API name, Replay type (browser
based or RTV Client), Session ID, optional session start date
http://tealeafReplay/PortalAPI/cxConnect.asmx/GetSessionReplayLink?
SessionType=CLOSED&LinkType=BBR&Field=TLTSID&Value=6ADC032CE62410E601D18F0
E83F2F02A & SessionDate=2012-03-23& SessionPreference=ANY&Redirect=TRUE
Tealeaf Session Search API - cxReveal URL API
– Session search queries are passed to Search Server to retrieve sessions
– Can specify request, response content, session data, attributes, URL
– Matching sessions can be accessed individually
– Aggregate information of matching sessions available (ie: # of sessions/pages)
– Start/end date and time ranges and predefined last “n” number of days/hours
– Example - Search all text for ”keyword” in either the request or response
SessionSearch.aspx?activequery=%28request%20contains%20keyword%29%20OR
%20%28response%20contains%20keyword%29&archivequery=%28tealeaf%29
Tealeaf Session Search API - cxReveal Web Services API
– API available in SOAP/WSDL and REST versions
© 2012 IBM Corporation
Tealeaf CX
• Inspect
• Event
• Correlate
• Index
• Archive
Tealeaf Session Search & Replay API
Case Study – Opinion Lab
OpinionLab enables survey and feedback from client websites thru a
simple line of JavaScript to include the OpinionLab [+] feedback link
OpinionLab – Tealeaf Integration
Tealeaf cookie contains the Tealeaf Session ID required for the
Replay Session link
– OpinionLab adds an update to the their JavaScript library to expose the
Tealeaf cookie (TLTSID) and capture it in a custom variable field
Pivot from OpinionLab
survey directly to
corresponding Tealeaf
session for analysis
Client sets values in Tealeaf server integration settings in
OpinionLab config GUI
Tealeaf server
Tealeaf Session Cookie
Tealeaf Replay Web Service API Name
MD5 Encode setting
Session type (active/closed)
Session Replay preference (BBR or RTV)
Dynamically generated Replay Session link appears in OpinionLab
feedback alerts
http://tealeafReplay/PortalAPI/cxConnect.asmx/GetSessionReplayLink?SessionType= CLOSED &LinkType=RTV&Field=TLTSID
&Value=6 ADC032CE62410E601D18F0E83F2F02A&MD5=TRUE&SessionPreference=ANY&Redirect=TRUE
© 2012 IBM Corporation
Integrating your application with Tealeaf –
Capture webpage identifiers in your application
as Tealeaf Events
Understand why customers are experiencing issues in using the
website/application
Create Tealeaf Events based on any key meaningful page-tags or webpage
identifiers in your application containing semantic information as Tealeaf Events
–
Meaningful application variables or identifiers such as 'aisle' or 'category' or 'class of
user'
“CreativeID”
page variable
1. Deliver customer interaction user data to Tealeaf for any key webpage
identifiers for your application
•
•
Decide which are the important webpage identifiers and customer behavior to
capture and analyze for your application (i.e. CampaignID, CreativeID,
CustomerType, etc.)
Create an Event based on the variable to enable Tealeaf search and reports based
on the event
2. Create an Event in Tealeaf to capture the value of these key identifiers in
any visitor sessions
•
Along with any dimensional data related to the session, visitor and page content
3. Use the Event to drive definition of Tealeaf alerts, KPIs and analytics reports
for your application’s important page identifiers
© 2012 IBM Corporation
Tealeaf Event for
session search, replay
and analytics
Application Events in Tealeaf – Example (1)
Events record values of data you want to
capture and measure
– Order value, product view, struggle
obstacle, errors, …..
– Data can be in hit attributes, session
data, page data
Examples:
– Page = “Order Review” page
– Request = “Place Order”
– Payment Method = “Check / Money
Order”
– Shipping Method = “Flat Rate $5”
– Acct Name = “Silver Smith”
Any of the available data associated with
capture of the event can be used as
Dimensions for reporting and analytics
• Events identify sessions that match
defined conditions
• Can’t anticipate all conditions
• Events can’t explain why
• Dimension show environmental patterns
and commonalities between impacted
sessions
© 2012 IBM Corporation
Application Events in Tealeaf – Example (2)
Shopping scenario example:
– The condition causing an event to fire could
be that a user went to the checkout page
– The value of the event could be the total
amount of the shopping cart
– Dimensions could be browser type, credit
card type, forms on fields, shipping address,
and others
– KPI’s and Analytics Reports building on the
defined event for capturing checkout total
amount
© 2012 IBM Corporation
Application Events in Tealeaf – Education Series
on Eventing Basics
A series on eventing and reporting in Tealeaf, which explores the data objects used to
create events and how events are the fundamental markers for reporting on your web
application.
Pre-Requisite: Read about the basics of Tealeaf. IBM Tealeaf Basics manual.
1. E2E Scenario - Getting Value out of Tealeaf in One Hour
– For novice users, this scenario describes how to use the Tealeaf Portal to explore
events provided by Tealeaf, which are already tracking activities on your web
application.
2. "Attribute Basics" in the IBM Tealeaf Discovering Tealeaf Guide
– Overview of hit attributes and session attributes, which are basic mechanisms for
tracking data in sessions of your web application.
3. "Event Basics" in the IBM Tealeaf Discovering Tealeaf Guide
– Overview of how to create events, which rely in part on attributes, to record activities
in session data.
4. "Dimension Basics" in the IBM Tealeaf Discovering Tealeaf Guide
– Overview of how to create and use dimensions, which are contextual data objects
stored when an event occurs.
5. "Reporting Basics" in the IBM Tealeaf Discovering Tealeaf Guide
© 2012 IBM Corporation
– How to apply the above Tealeaf events
in Reports and Report Groups
Product Architecture
Peek under the hood – how Tealeaf data is generated
Tealeaf captures the complete HTTP/HTTPS stream of every user on a website, directly from
the router switch
Each HTTP request and associated response generate metadata that can be turned into value
added metrics, including request/response timestamps
Data elements parsed and decoded: URL, name/value pairs, post data, session data
Rules are run against the request/response and session data for subsequent scoring and
thresholding. The rules can also look across the 'session object' and make determinations
about the online experience using more complex logic.
SPAN port,
Mirror port
Or Tap
This scoring of user activity yields interesting metrics which are published in dashboards, and
can additionally can be correlated back in web analytics products as synthetic page tags.
Incorporate and correlate any key meaningful page-tags containing semantic information
such as 'aisle' or 'category' or 'class of user', to create awareness of key events, categories,
segments with Tealeaf rules and can be easily harvested and reused within Tealeaf.
Upon completion of a session, all session data persisted by dynamically converting the
session into an XML document and streaming the session through an embedded XML search
engine, which is then searchable within Tealeaf.
Tealeaf uses these events and classifications to create KPI's and to aid in search and session
scoring – and can send a synthetic page tag containing this payload up into a web analytics
solution -- without having to modify the original application.
Tealeaf can merge the HTTP/S stream and sessions with application instrumentation and
insight from within the user's browser such as capture and replay all interactions, widgets,
AJAX, Flash, Flex, …..
The ability to have all of these different types of information in one flexible container is a
unique value proposition of Tealeaf.
© 2012 IBM Corporation
Tealeaf CX
• Inspect
• Event
• Correlate
• Index
• Archive
Product Architecture
Cx Capture Functions & Considerations (PCA)
Clean Data
SSL data (Heavy Processing Load)
Bidirectional OR 2 unidirectional flows
Needs to see the start of all TCP Connections
No errors in dropped packets
Real Visitor IP addresses
Filter out unnecessary traffic to reduce processing &
storage
Persistent connections disabled
Can use Span Port / Port Mirroring for capture OR
Network Tap
Span Port Aggregators can also be used
Transport Functions & Considerations (CX)
Data Removal
Data Queuing
Data Inflation
Privacy
Normalization
Routing
Processing Functions & Considerations (CX)
Assembles Sessions
Scanned for matches against hits, events, dimensions,
reporting Etc
Stores Sessions
Event Markers & Indexing takes place as well
Storage broken down into:
Short Term Canister
Long Term Canister
Portal / Replay Functions & Considerations
Portal allows users to view web interactions /
Configurations
Replay allows users to replay sessions
Portal (BBR or RTV)
Reporting Function
Collecting and aggregating values from the Processing
Component and populating the reporting database
Archiving
The Archiving component is a data storage environment
for long-term storage of collected data
© 2012 IBM Corporation
IBM Ready for Smarter Commerce Business Partner
Validation Program
Become a member of the IBM Smarter Commerce ecosystem and leverage
benefits to increase awareness and visibility of validated solution for the
Ready for IBM Smarter Commerce program
Completing validation can help you demonstrate that your solution meets
key IBM Smarter Commerce integration standards, distinguishing your
offering from the competition.
Achieving Ready for IBM Smarter Commerce validation shows customers
that your solution meets or exceeds IBM compatibility criteria with one or
more of the IBM Smarter Commerce products.
Ready for IBM Smarter Commerce validation marketing benefits:
Press release support
Publication on the IBM Smarter Commerce blog
Solutions software as a service referral incentive
Ready for IBM Smarter Commerce mark
Ready for IBM Smarter Commerce business partner showcase (coming soon)
© 2012 IBM Corporation
Quick Reference Guides and Resources
Tealeaf Quick Reference Guide
Tealeaf software provides unprecedented visibility into the online and mobile customer experience. With Tealeaf, you can see the way your mobile or
desktop web sites work through the eyes of each individual customer. This qualitative insight affords a proactive approach to optimizing the online
channel and allows quick resolution of problems that erode customer satisfaction and online revenues.
Overview
Target Audience
Tealeaf software provides unprecedented visibility into the online
and mobile customer experience. With Tealeaf, you can see the
way your mobile or desktop websites work through the eyes of
each individual customer. This qualitative insight affords a
proactive approach to optimizing the online channel and allows
quick resolution of problems that erode customer satisfaction and
online revenues.
Companies with a large and/or growing Internet and/or Mobile presence.
Benefits/Value proposition
Typically, companies see greater than 500% return on investment
(ROI) within the first three months of deployment, through:
Increased conversion rates
Increased average order values
Improved online customer retention rates
Reduced problem resolution time
Chief Marketing Officer - Tealeaf provides qualitative insight into the experiences
of customers driven into digital channels and helps maximize and protect the
investment in demand generation.
Online Business Owner - Head of e-business / Customer Experience / User
Experience / Mobile – Increase conversion, average order value, effectiveness of
self-service capabilities, improve online customer experience and optimize content
placement, for both web and mobile channels.
Pain Points
Companies with a large or growing online presence need insights into their
business especially if they experience the following: online objectives are not
being met such as low conversion rates; reduced customer rating; low mobile
channel adoption; high call center costs to service the online channel and more.
Average Deal Size/Pricing
Opportunity Qualifying Questions
Average deal size for new customers in 2011: USD $280K, followon $400K
License/Maintenance/Service Ratio – 70/20/5-10
Average sales cycle (from active opportunity to closed/won): 6
months
Generally, pricing is based on:
Size of the application: Based on page counts for that
application
Tealeaf products purchased
Number of named user seats using Tealeaf products
Do you understand how specific customer experience issues (poor navigation,
endless loops, error messages and more) impact your conversion rates and
order sizes? Do you have a good insight into:
– Why customers abandon before completing a purchase or performing a selfservice transaction?
– If a landing page performs well and why?
How do you optimize website promotional and content placement?
– How well do your checkout flows perform and registration forms convert?
– The experience of your mobile users and how they interact with your mobile
site/app?
© 2012 IBM Corporation
Retail Industry Quick Reference Guide
Tealeaf software provides unprecedented visibility into the online and mobile customer experience. With Tealeaf, you can see the way your mobile or
desktop web sites work through the eyes of each individual customer. This qualitative insight affords a proactive approach to optimizing the online
channel and allows quick resolution of problems that erode customer satisfaction and online revenues.
Business Objectives
Business Challenges Continued
Increase revenue from the online channel by increasing traffic,
conversion rates and average shopping cart order value.
3. Improve customer support call resolution rates.
To differentiate, retailers are looking to provide a high touch service even
in the call center.
The call center is detached form the web site with little visibility into why
customers are calling in.
Solution: Understand customer’s current and recent online experiences to
provide high touch customer service.
Business Challenges
1.Incr. revenue growth by raising conversion rates & order value.
Increase revenue growth, retailers are being pressed to increase
conversion rates and order value to get more and larger orders.
Retail conversion rates have remained consistently within 2-2.5%
range, with no perceptible increase as business model has become
more mature.
Retailers don’t know why customers abandon their order process &
have no visibility into the specific obstacles that might impact their
online experience.
Solution: Understand why customers abandon by breaking down
abandonment into specific customer experience issues.
Solution: Reduce lost business by immediately detecting alarming trends
using KPIs.
Solution: Identify customers affected by an issue to reclaim potentially
lost revenue.
2. Reduce time spent identifying and resolving applications issues. On
average 26 hours are spent trying to recreate customer complaints.
80% of this time is spent on problem reproduction.
Solution: Significantly reduce support costs by reproducing problems in
minutes.
Solution: Quantify the business lost because of a problem to prioritize
resources.
Solution: Quickly isolate issues for diagnosis and resolution by IT.
4. Manage online customer disputes
Resolving customer disputes over transaction terms and pricing can be
expensive in discovery and legal costs.
Disputes cannot be resolved accurately without any record of the actual
customer purchase experience.
Solution: Resolve customer disputes by easily accessing a digital record of
the customer’s actual online purchase experience.
Target Buyer
In general, retailers with a large and/or growing online presence (Internet
and/or mobile)
VP or Head of Online marketing – Tealeaf provides qualitative insight into
the experiences of customers driven into digital channels and helps
maximize and protect the investment in demand generation.
VP / Head of e-commerce or Mobile Commerce – Increase conversion
© 2012 IBM Corporation
Mobile Quick Reference Guide
Tealeaf software provides unprecedented visibility into the online and mobile customer experience. With Tealeaf, you can see the way your mobile or
desktop web sites work through the eyes of each individual customer. This qualitative insight affords a proactive approach to optimizing the online
channel and allows quick resolution of problems that erode customer satisfaction and online revenues.
Overview
Target Audience
Tealeaf software provides unprecedented visibility into the online
and mobile customer experience. With Tealeaf, you can see the
way your mobile or desktop web sites work through the eyes of
each, individual customer. This qualitative insight affords a
proactive approach to optimizing the online channel and allows
quick resolution of problems that erode customer satisfaction and
online revenues.
In general, companies w/ large and/or growing online presence (Internet and/or
Mobile)
Business
President, EVP or GM of online or e-Business
VP or Head of Customer Experience
VP or Head of Online Marketing
Mobile Dept.
Mobile Business Head
Technical Influencer
VPs or Directors of Mobile Development
VP of Engineering
VP of Information Technology
Benefits/Value proposition
Typically, companies see greater than 500% return on investment
(ROI) within the first three months of deployment, through:
Increased conversion rates
Increased average order values
Improved online customer retention rates
Reduced problem resolution time
Technology & Functionality Differentiation
We help you determine why something is happening not just
what’s happening
We offer both mobile web and mobile app functionality
We are the only solution provider that gives the ability to see
your website through the eyes of your customer
We integrate with other key online channels such as the fixed
website, contact center and social media (VOC)
Business Challenges
How can we make sure that our mobile services work?
What should be our next priority for mobile services?
Should we fix or roll out new features?
How can we launch faster?
Pain Points
User have very little patience for poor mobile customer experiences
Companies lack visibility into mobile issues
Speed to market has superseded providing a good experience the first time
The effects of poor mobile experiences extend across all channels
The effects of a poor mobile experience reach a record number of potential
customers
Users share details of their poor mobile experiences with other which can
damage their brand and the success of their mobile services
Opportunity Qualifying Questions
Do they have a mobile web and/or mobile app?
Do they have a Mobile web, Native app, Hybrid app, iOS Tablet app or HTML5based site? (We support all)
Which operating systems or platforms are they currently
© 2012 IBM Corporation
Customer Service Quick Reference Guide
Tealeaf software provides unprecedented visibility into the online and mobile customer experience. With Tealeaf, you can see the way your mobile or
desktop web sites work through the eyes of each individual customer. This qualitative insight affords a proactive approach to optimizing the online
channel and allows quick resolution of problems that erode customer satisfaction and online revenues.
Overview
Target Audience
Tealeaf software provides unprecedented visibility into the online and
mobile customer experience. With Tealeaf, you can see the way your
mobile or desktop websites work through the eyes of each individual
customer. This qualitative insight affords a proactive approach to
optimizing the online channel and allows quick resolution of problems
that erode customer satisfaction and online revenues.
Companies with a large and/or growing Internet and/or Mobile presence.
Business Objectives: Increased customer satisfaction and retention;
lower service costs; add incremental revenue via improved conversions
and up sells/cross-sells.
Technical Influence: CIO/CTO, VPs or Director of engineering/Information
Technology.
Business: VP or Director of eBusiness/Customer Experience/User
Experience
Customer Service Influencer: VP or Director of Customer Service/Customer
support/Customer Care/Customer Experience
Pain Points
Companies will discus the above objectives but in the end, many are still
driven by cost saving measures like reducing CSRs average handle times,
improving first call resolution rates, and reducing unnecessary
escalations to more expensive tiers of support.
Poorly optimized web and mobile sites cause customers to contact
customer service and drive up costs.
CSRs lack visibility into online customer experience, which causes costs to
increases they spend significant time diagnosing issues.
Online issues are often escalated to more expensive tiers of support
because front line CSRs cannot resolve issues.
Benefits/Value proposition
Typically, companies see greater than 400% return on investment (ROI)
within the first 5 months of deployment, through:
Decrease in CSR Average Handle Time
Reductions in Web-related escalations
Incremental revenue from converted orders (cross-sell/up sell)
2.
Business Challenges
3.
Opportunity Qualifying Questions
1.
Is customer satisfaction a measurement of success in your
organization?
Is the contact center focused on completing sales, educating customers
on process, both?
What is the contact center measured on? Do they want to provide a
higher-touch level of support?
How many customers call your call center when they experience an
obstacle online?
How much time do customer service agents spend during the discover
phase of a call?
Today, companies with a large or growing online presence need insights
4.
into their business especially if they experience the following:
Company’s online objectives aren’t being met such as low conversion
5.
rates, reduced customer rating, low mobile channel adoption, high call
center costs to service the online channel, etc.
© 2012 IBM Corporation
Tealeaf technical and sales education resources
for partners
Tealeaf education::
Introduction to TeaLeaf for business partners.
Intro to Tealeaf for IBM Business Partners
Watch Tealeaf video demo and Customer Experience CEM Flash Demo
See how Tealeaf works with Founder and CTO: Whiteboard with Robert Wenig video
NEW EMM Tealeaf Virtual Training Course for the Tealeaf questions on the M663 DMOS Sales Mastery exam
Tealeaf Technical Mastery Test preparation resources
Self-paced online technical mastery training
Tealeaf Technical Sales Education and Demos
NEW Tealeaf technical training series:
Business partners must register for access to the EMM Business Partner Community for the resources listed below, using this simple 2
step process:
– Generate and Edit your Community Profile by going here - https://ibm.biz/BdxzvG (you must login with your IBM ID, if you don't
have one please register)
– Send an e-mail to [email protected] containing:
- First Name and Last Name
- Job Title
- Company Name
- Your IBM ID (username used to login to PartnerWorld ? typically your e-mail address)
As soon as this is processed you will be added to the Community.
EU Tealeaf Class2Pass Roadshow Resources
- including 5 part Tealeaf technical education covering Fundamentals, Architecture, Tealeaf events & alerts, Reporting and best
practices
Tealeaf Webcasts - including new for 2013 and Deep Dive session on Tealeaf sandbox for partners
Tealeaf Fundamentals
Tealeaf Reporting and Analysis (part 1)
Tealeaf reporting and analysis (part 2)
Tealeaf Advanced reporting and analysis
© 2012 IBM Corporation
Additional Tealeaf Resources
Tealeaf Business Partner's Sales Kit on IBM PartnerWorld website:
https://www-304.ibm.com/partnerworld/wps/servlet/mem/ContentHandler/O249926P39394I89
Technical Whitepaper - Tealeaf CX Solutions
Data sheet
Product Data Sheet - Customer Behavior Analysis Suite - cxImpact
Product Data Sheet - Customer Behavior Analysis Suite - cxResults
Product Data Sheet - Customer Behavior Analysis Suite - cxView
Product Data Sheet - Mobile - cxMobile
Product Data Sheet - Customer Service Optimization Suite - cxReveal
Product Data Sheet - Customer Service Optimization Suite - cxVerify
Product Data Sheet - Connect - cxConnect
Tealeaf Overview Demo of Customer Experience Management
Customer Behavior Analysis (CBA) Suite Product Tour - cxImpact
Customer Behavior Analysis (CBA) Suite Product Tour - cxResults
Customer Behavior Analysis (CBA) Suite Product Tour - cxView
cxMobile Product Tour
Customer Service Optimization (CSO) Suite - cxReveal
Customer Service Optimization (CSO) Suite - cxVerify
cxConnect integrations Product Tour
Tealeaf video and solution demo
Tealeaf video by Robert Wenig
Data sheet
Data sheet
Data sheet
Data sheet
Data sheet
Data sheet
Demos
Demos
Demos
Demos
Demos
Demos
Demos
Demos
Video
Video
© 2012 IBM Corporation
85
Reference – Smarter Commerce Enterprise
Marketing Management Portfolio – Product
Overviews
© 2012 IBM Corporation
Customer Analytics
IBM Digital Analytics: the complete, cloud-based digital analytics engine at
the heart of the IBM Digital Marketing Optimization Suite
Complete insights for marketers & power users
• Real-time KPIs and dashboards
• Benchmarks
• Mobile analytics
• Deepest power-user analytics
Embed analytics into your enterprise and
digital eco-system
• Granular visitor-activity warehouse,
captured by IBM LIVE Profiles
Go from behavioral insight to automated
marketing action with just a few clicks
• Fluid navigation connects Digital Analytics
to digital marketing applications
• Tag management and third party data
syndication
• Unica/Tealeaf/Websphere integrations
Analytics for optimizing your web
presences, marketing ROI and for
turning visitors into repeat customers
and loyal advocates.
© 2012 IBM Corporation
Customer Analytics
IBM Digital Marketing Network:
Helps digital marketers and merchandisers boost business by
syndicating real-time analytics into digital marketing services
130+ certified third party vendors
Best of breed ad technology solutions
Serve to increase market reputability
through co-selling
PR
- Social Engagement and
Social Media Marketing
Earned
media
Supports EMM portfolio priorities
Real-time personalization
Contextual view of the customer
Digital
Marketing Network
Ads
Driven by Digital Data Exchange (DDX)
• Single solution for client and/or server side
first party data syndication
- DMP
- DSP
- Search
- Ad Networks
- Email
- Gamification/Loyalty
• Bi-directional data passing with Digital
Marketing Network Partners
• Included with IBM Digital Analytics
© 2012 IBM Corporation
IBM
EMM
Customer Analytics
Tealeaf is a leading provider of online customer experience
management solutions and customer behavior analysis
- Increase website and
mobile device conversions.
- Speed time to better
customer experiences.
Market • Sell • Service
Buy
Service
Market
Sell
- Reduce abandoned carts.
- Maximize purchases over
mobile devices.
- Better customer service
- Increase sales.
- Replay offending
customer interactions and
immediately address
customer concerns and
guide root cause analysis
© 2012 IBM Corporation
Marketing Stages – Holistic Marketing
Lifecycle Stage
Marketer’s Goal
Marketing Solution
Attract
Ad
Optimization
Engage
Site Optimization
& Targeting
Convert
Lead Nurturing &
Re-Marketing
HighValue
Customers
Grow Lifetime
Value
On-Boarding and
Cross, Up & Repeat
Sales Marketing
At-Risk
& Former
Customers
Retain &
Win Back
Retention
Marketing
Suspects
(anonymous
site visitors)
Prospects
(registered
visitors)
New Customers
90
© 2012 IBM Corporation
Web traffic
analysis
suites &
expertise
Holistic
marketing
solution
& expertise
IBM Campaign - Cross Channel Marketing Optimization
Design, execute, measure and
analyze outbound direct marketing
campaigns
Simple to complex, large-scale,
multi-wave and cross-channel
campaigns
Selection &
Segmentation:
• Select target
audience
• Suppress groups
• Create segments
and assign offers
• Sample for testing
Central repository for re-usable
offers, segments and contact &
response history
Platform for add-on modules:
–
–
–
–
Offer delivery and response:
• generate list of target customers
for each delivery channel
• send to add-on EMM products –
eMessage, Interact
• output lists to be delivered to an
outside service provider, such as
direct mail provider
© 2012 IBM Corporation
91
Email marketing [IBM eMessage]
Real-time interactions management [IBM Interact]
Contact optimization [IBM Contact Optimization]
Distributed marketing [IBM Distributed Marketing]
IBM Interact - Real-time Interaction Management
OFFER
?
OFFER
?
WWW
Hold Time…
..Authentication
OFFER
?
Greetings
Reason
for Call
Resolution
OFFER
?
CALL CENTER
Determines, in real-time, the best personalized message for each live customer interaction,
especially “inbound” contacts
Can plug into any customer touch-point: Web site, call center, kiosk, point-of-sale, CRM, etc.
Personalization based on historical data and new information gained during the interaction
Connects and coordinates inbound marketing with outbound campaigns
Designed for easy usage and management – LoB Users & Marketing Professionals
© 2012 IBM Corporation
IBM Marketing Center
All-in-one, cloud-based, digital personalization and marketing
execution engine
Easily build, test, deliver and optimize personalized
site and email communications
Powerful, easy to use segmentation that leverages
historical web behavioral, real time, off-line
transaction and profile data
Improve results with A/B Testing
E mail
Out-of-box digital campaign management and
execution for scheduling, prioritization, contact fatigue
rules and more
State of the art marketing tracking & analytics
Solution grows with customer needs based on
limitless upgrade path
© 2012 IBM Corporation
Sites
Lists
Xtify: Opportunities for real-time engagement and personalization
via mobile are vital and varied
• Send simple, rich notifications from your
brand’s mobile app
• Enable customers to save these notifications,
so they can access your messages and offers
when they’re ready
• Dynamically trigger content to display on your
mobile website
• Use each customer’s mobile behavior and
physical location to inform your decisions
• Ensure all your real-time mobile actions abide
by customer permissions
• Integration with Campaign & Interact 2Q2014
25%
incremental app open rate
on day of push at a specialty
makeup retailer
© 2012 IBM Corporation
DemandTec helps merchandising, sales, and marketing
professionals address their key challenges
Pricing and promotion
Assortment
Evaluate millions of alternatives
to profitably define the right
pricing and promotion approach in
response to changing shopper and/or
segment behavior, supply chain dynamics,
etc.
Ensure item assortments
are relevant to target
customer segments and maximize
store/space profitably by region and
category
Trade planning
Supplier/seller collaboration
Allows manufacturers to
optimize pricing, promotion
and marketing mix decisions by
class of trade, brand, and customer to
increase profit and share
Improve negotiation
processes and collaboration
between retailers and manufactures
© 2012 IBM Corporation
© 2012 IBM Corporation