IBM - Z Analitiko Do Vecje Prodaje

2014 IBM Corporation
Real-time analytics:
IBM Predictive Customer Intelligence
Theresa Morelli
Sr. Product Manager, IBM Business Analytics
tmorelli@us.ibm.com
2014 IBM Corporation 2
Todays topics
The customer analytics imperative
Big Data and the 360 degree view of the customer
An integrated solution: IBM Predictive Customer Intelligence
Analytics in action: use cases and customer examples
The predictive journey
Q&A
Lets levelset: what is customer analytics, really?
Customer analytics is the practice
of collecting and examining many
types of structured and
unstructured datain order to
fully understand and predict an
individuals needs, desires,
preferences, and likely behaviors,
so that you can take the best
action to foster a mutually
beneficial relationship.
Customer analytics: the key to the customer relationship
Increasing digital usage
Channel-preference shift
Multichannel consumer decision
journey
Digital sales
Business
Partners
Current &
Prospective
Customers
Improve customer
satisfaction & loyalty
Manufacturing
Source: Gartner Predicts 2013: CRM for Customer Service and Support in
the Age of the Everywhere Consumer. Nov 2012
The focus remains on the end-to-end customer experience
Analytics
Optimizing every touchpoint in the customer lifecycle with analytics
Analytics are emotionally agnostic and unbiased
Shift from anecdotal decision making to data-driven
Know exactly what to do not just for that customer,
but for that moment
Organizations have two seconds the elevator ride to
connect with a customer. It is the single moment of truth.
Claiming the perishability of the moment: real-time analytics
Leading CMOs know they have to move fast
To succeed in the digital era,
you have to be totally in sync with
the behaviour and preferences of
your customers in a fast-changing
landscape. You have to be quick
and adaptable.
CMO
Retail, United States
Leading marketers:
1. Make more informed marketing investments with greater returns
2. Engage with customers in personalized way
3. Automate, deliver, guide & measure impact of marketing actions across all channels
Sources: IBM Center for Applied Insights: Why Leading Marketers Outperform (2012)
and that technology provides the competitive advantage
CMOs are focused on using predictive analytics and deploying
insights through agile engagement channels
Source: Question CMO7What is your plan around the usage of the following technologies over the next 3 to 5 years?
Intended use of digital technologies (3 to 5 years)
Mobile applications
Content management
Search engine optimization
46
%
47
%
63
%
79
%
62
%
80
%
73
%
81
%
68
%
87
%
81
%
89
%
80
%
94
%
Customer relationship management
Collaboration tools
Reputation management
Email marketing
2013 2011
66
%
94
%
Advanced (predictive) analytics
And organizations doing it are seeing results
Improved customer retention rate at over
twice the rate of those that do not use
predictive analytics and reported a 5.8%
year-over-year growth in operating profit,
compared with 3.7% for non-users.
1
Enjoyed a 75% higher click through rate and
a 73% higher sales lift than companies that
did not use predictive analytics
2
1
Maximizing Customer Lifetime Value with Predictive Analytics for Marketing (pg 1), Aberdeen, February 2013.
2
Divide & Conquer: Using Predictive Analytics to Segment, Target & Optimize Marketing (pg. 1), Aberdeen, February 2012.
3
Source: IDC, The Business Value of Predictive Analytics, June 2011
3
All
touchpoints
All Data
What could
happen?
Predictive analytics
and modeling
What action
should I take?
Decision
management
What is
happening?
Discovery and
exploration
Why did it
happen?
Reporting, analysis,
content analytics
Cognitive
Fabric
Four key questions to answer
Lets go back to our definition of customer analytics
Customer analytics is the practice
of collecting and examining many
types of structured and
unstructured datain order to
fully understand and predict an
individuals needs, desires,
preferences, and likely behaviors,
so that you can take the best
action to foster a mutually
beneficial relationship.
The three key ingredients to a customer analytics solution
ANALYZE data
to gain critical insights
DEPLOY
to real-time channels for
point-of-impact action
ACCELERATE
time to value with
focused solutions
Reduce operational costs
Improve asset productivity
Increase process efficiency
Accelerate time to value:
Acquire, Grow, and Retain customers
Full analytics suite: Big data, predictive
and advanced analytics, decision
management, scoring and business
intelligence
Real-time capabilities
Industry-specific samples: retail, telco,
insurance and banking
Operational connectors and an open
architecture
A premier, integrated solution that analyzes a full spectrum of
customer data to predict behaviors of individuals and deliver
real-time personalized recommendations across all channels of
engagement.
RETAIL INSURANCE TELCO BANKING
PERSONALIZATION
An integrated solution focused on the deployment of predictive
Ships with industry specific use cases and connectors to 3
rd
party applications
Value-based pricing
Bundled Products
SPSS Modeler Premium
SPSS Statistics Standard Client
SPSS Modeler Premium Server
SPSS Statistics Standard Server
SPSS C&DS
SPSS Analytical Decision Management
Cognos Business Intelligence
WebSphere Application Server
IBM Integration Bus
DB2
Connectors
Unica Interact
Lifetime Value Mazimizer (GBS Asset)
InfoSphere Streams
PID
Use case examples
Banking: Product Affinity, Churn, Credit Card
Default, Customer Segmentation
Insurance: Churn, Propensity to Buy,
Campaign Response, CLTV, Customer
Segmentation
Telco: Product Association, Churn, Campaign
Response, Satisfaction, Sentiment
Retail: Product Affinity, Customer
Segmentation, Market Basket Analysis, Price
Sensitivity, Campaign Response
Channels & Industries
Call Center, Website, Mobile Apps
Telco, Insurance, Banking, Retail
Industry-specific
Predictive Customer Intelligence PID (eGA June 3, 2014)
Chat
Voice Email
Social Media
Interactive
Voice Response
Mobile
Apps
Short Message
Service
Web
IBM Predictive Customer Intelligence delivers intelligence to
marketing and operational systems
Data
IBM Predictive
Customer Intelligence
IBM EMM/
Third-party Marketing
Multichannel
Customer Interactions
HOW?
Interaction Data
Email and chat transcriptions
Call center notes
Web click-streams
In-person dialogues
WHY?
Attitudinal Data
Opinions
Preferences
Needs and desires
WHO?
Descriptive Data
Attributes
Characteristics
Self-declared information
Geographic demographics
WHAT?
Behavioral Data
Orders
Transactions
Payment history
Usage history
Acquisition Models
Campaign Response Models
Churn Models
Customer Lifetime Value
Lifetime Value Maximizer (GBS)
Market Basket Analysis
Price Sensitivity
Product Affinity Models
Segmentation Models
Sentiment Models
Up-sell/Cross-sell Models
IBM Predictive Customer
Intelligence Available Both
Inbound (Real Time) and
Outbound (Batch)
Campaigns
Offers
Messaging
Lead Management
Cross-channel Campaign
Management
Real-time Marketing
Marketing Event Detection
Digital Marketing
PureData for
Analytics
Deep Customer
Analytics,
Actionable Customer
Data
Big Insights
Explore New
Customer Insights
From All Data
MDM
Trusted
Customer Data
Architecture overview
Predictive
Modeling
Reporting
Real-time
Scoring
Real-time
Analytics Data
Repository
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Data Sources
Points of
Interaction
Direct Mail
Email
Chat
Call Center
Mobile Apps
Web
Social
Chat
Call Center
Mobile Apps
Web
Transactional
Data
Model Repository
(Industry Specific)
Segmentation
Model
Sentiment
Analysis
Churn
Model
Upsell/
Cross-sell Model
Acquisition
Model
Campaign
Response
Model
Lifetime Value Maximizer
Model (IBM GBS)
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IBM GBS Lifetime
Value Maximizer
Customer Lifetime Value
and Segment Migration
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IBM InfoSphere
Streams
Real-time Analytics At Scale
Rapid Ingest to Process
Streaming Data
External Data
Social, Blog
Customer
Demographic Data
Customer
Interaction History
SMS
SMS
SMS
Industry Accelerators
Insurance
Banking
Retail
Communications
Third-party
data sources
Preparing for customer analytics:
Lets talk about data!
Enhanced 360 View of the Customer
Need a deeper
understanding of
customer sentiment
from both internal and
external sources
Extend existing customer views (MDM, CRM,
etc.) by incorporating additional internal and
external information sources
Desire to increase
customer loyalty and
satisfaction by
understanding what
meaningful actions
are needed
Challenged getting the
right information to the
right people to provide
customers what they
need to solve problems,
cross-sell & up-sell
Data is at the heart of analytics
Behavioral data
Orders
Transactions
Payment history
Usage history
Descriptive data
Attributes
Characteristics
Self-declared info
(Geo)demographics
Attitudinal data
Market Research
Social Media
Interaction data
E-Mail / chat transcripts
Call center notes
Web Click-streams
In person dialogues
Traditional approach
High-value, dynamic approach
- source of competitive differentiation
WHY?
WHAT?
HOW?
WHO?
Professional Life
Employers, professional
groups, certifications
Legal/Financial Life
Property, credit rating,
vehicles,
Contact Information
Name, address, employer,
marital
Business Context
Account number, customer type,
purchase history,
Leisure
Hobbies, interests
Social Media
Social network, affiliations,
network
Creating a market of one from many personas
Where does big data come from?
The key is to leverage all the data
Individual silos can answer typical questions, one-by-one
Wiki
Who is best able to help
this customer?
Experts
What is her view of our
company?
Social
Media
Fulfillment
What issues has this
customer had in the past?
Support
Ticketing
Where else has she
worked?
External
Sources
Who is this customer?
CRM
What is available
inventory? Supply
Chain
Email
How is her company
using our products?
Content
Mgt.
What products has she
purchased?
DBMS
but an enhanced 360
view provides answers in
one application
Enhanced 360 View answers questions that require multiple systems
Wiki
Experts
What should I know before
calling her for renewal? Social
Media
What marketing materials
should I send?
Support
Ticketing
Whats going on with this
customer TODAY?
External
Sources
What products can I upsell
this customer?
CRM
How can we increase
engagement with her? Supply
Chain
Email
How can we get more
customers like her?
Content
Mgt.
What impact will inventory
have on her?
DBMS
Fusion of data from
multiple systems enables
deeper insightsnot just
facts
Fulfillment
Big data and Entity Analytics: a single version of the truth
Customer
ID
Last First Street Last Interaction
CRM123 Jones B. 35 West
15th
Called customer service with handset
issues
ERP789 Jones William 36 West
15
th
Customer was offered a marketing
promotion in the past month but declined
Cookie info Checked website for international rates
billjones [at]
gmail.com
Jones Bill 35 West
15
th
, Apt A
Email: This is frustrating competitor
XYZ provides a 2 day turnaround
Customer
ID
Last First Street Insights
CRM123 Jones William 35 West
15
th
, Apt A
Has issues with handset
May travel internationally and be
interested in international plans
Declined a marketing promotion
recently
May defect to a competitor
CSR System
Campaign
Management
Web logs
Unstructured
text
IBM Big Data
capabilities link
sources of information
to provide a single
comprehensive view
of the customer for
optimized customer
interaction
Fragmented
customer
view
Single
customer
view
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(
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S
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)
List of past purchases by
this contact from order
tracking system
Recent conversations from
multiple sources: e.g.,
CRM, e-mail, etc.
Product offers based on
past purchases and
conversations
Contact
information from
CRM
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C
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Consolidated list of
products owned based on
account affiliation
Customer alerts
Social media
analytics
From
streaming
content
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Customer insights from
Activity Feed
Contextual
monitoring of
customer
views in
outside data
feeds
The data world: not a neat, structured place
Natural Language Processing is a field of
computer science that involves a set of
linguistic, statistical, and machine-learning
techniques that analyzes text and extracts
key information
What do you think when you hear the word boxer?
Extracting meaning from unstructured data
Social media analytics evaluates billions
of social media comments and provides
customized results in configurable charts
and dashboards
Sentiment analysis analyzes how your
customers feel about your product or
service so you can predict individual
needs and also identify new segments.
These can include brand sentiment,
customer satisfaction, and influencer
impact.
Extracting meaning from unstructured data
Algorithms find the relevant data among the noise
Type Classification Segmentation Association
Enables
Identify attributes causing
something to occur
Find patterns and clusters
of similar things, and
outliers
Discover associations,
links, or sequences in your
data
Examples
What signals a customer
leaving?
How many umbrellas will
we sell in the next three
months in Chicago?
Who is likely to respond to
a marketing campaign?
Which insurance claims
should we investigate?
What products are
purchased together?
What is the series of clicks
on my web page that leads
to a sale?
Use to
build alerts for call centers
to take corrective action on
customers identified as at
risk for going to a
competitor.
Increase ROMI and reduce
opt-out rate by reduce the
number of people you
market to by selecting only
those most likely to
respond.
Increase average sales by
building campaigns and
promotions that combine
items offered or provide
recommendations for
purchase
Many, many rich modeling techniques go into customer analytics
Real-time decision
management
Customer Value Calculation
Demographic segmentation
Loyalty Segmentation
Campaign Management
Churn Modeling,
Next Best Offer
Social Network Analysis
Taking action on predictive insights is the key
Analytics are only valuable if you do
something with them!
D E P L O Y
to operational systems
A closer look at customer analytics in action:
Lily and VT Living
final
offer(s)
Records offer
presentation and
response or
non-response
Can be factored into self-
learning for future scoring
and factored into
future batch campaigns.
ARBITRATION
Self-learning algorithm
or external model
adjusts scores
revised
offer list
and scores
ADD/REMOVE
OFFERS
Adjust list of offers
using white/black lists
and suppression rules
candidate
offers &
scores
REAL-TIME
LOGIC
Uses combination of
segmentation, rules
and event pattern
recognition
Real-time
context
Customer
profile
white lists,
black lists
PRE-
CALCULATED
DECISIONS
Builds white lists
and black lists
Data from real-
time service calls
global
Offers can be:
segment-level
individual-level
offers
segment definitions
interaction history
Can use common:
Accept /
Reject
A closer look at the offer/decision process
Scenario 2: Real-time Offers and Cross-sell
Annes product portfolio shows she recently bought a new home
Recent spending patterns in her demand account and her bank card show shes made a number of
large household purchases recently
Real-time transaction data shows Anne just purchased a kitchen appliance
Scenario 1: Optimizing Offers
Pete called the bank contact center today to ask about loan processing times
He checked mortgage rates on the bank website three times
He tweeted for information on buying a second home
Delivering predictive customer intelligence to marketing & operations:
Banking
Bank Action
Proactively sends Anne an offer to her smartphone for an increase in her credit line and a
reduction in interest ratewhile she is still shopping. This heads off possible card offers
from retailers.
Alerts Anne to the banks secure digital vault service by simply taking pictures of important
documents with a smartphone
Bank Action
Sends an offer to Pete, via his channel of choice, for a mortgage with special terms
Scenario 1: Churn Reduction
Roger called the contact center today to talk about poor reception at his home
Roger has had 10 dropped calls in last week in his home area thats 10x the average of 1 dropped call per week!
Roger will be eligible for a new Smartphone under his contract in 6 months
Telco
Communications Service Provider (CSP) Action
Customer service representative acknowledges the issue, apologizes to Roger for poor network service at his
home, informs him of the estimated time for resolution of the issue
CSR knows that the client is at risk of churning and offers the client early upgrade to the latest
Smartphone with a new signed contract .
Roger accepts the offer, renews the contract for 2 years and is delighted at the exceptional service
Scenario 2: Improved Cross-sell / Up-sell
Sara changes jobs and starts consuming media content over 3G in the public transport
Sara tries 4G but decides not to subscribe to the Full High Speed Bandwidth for 4G Offer.
Communications Service Provider (CSP) Action
CSPs PCI solution suggests that Sara may like temporary 4G access. Based on Saras mobility profile
(locations visited during the day, time spent at each location) & demographics, Sara is similar to Jane who
utilizes high speed access during her commute to work on public transport.
CSP offers Sara location based high speed access subscription to allow her to stream videos on the way
and back from her using public transport (selected lines on partnered public transport network)
The solution is custom-fit for Sara Sara accepts the offer, CSP gets the additional revenue
Scenario 1: In-store real-time contextual offer
Lily browsed VT Livings smartphone app today to check out organic cotton sheets & cutting boards.
Puts sheets in her checkout cart and abandons it.
Social activity in the past 3 months shows her tweeting pics of first ever flat purchase in Brooklyn
Lily as an opt-in customer walks into the VT Living store and is recognized via her smartphone in real-time
Delivering predictive customer intelligence to marketing & operations :
Retail
Retailer Action
Sends a welcome message to Lily via SMS, directing her where to find the cotton sheets. A today only
special offer of 10% off bamboo cutting boards when found spending more than 10 minutes in the area.
Lily makes her purchases, delighted VT Living is helping her save time and money.
Scenario 2: Segment migration campaign
VT Livings customer segmentation report shows Lily is in the medium value segment and scored as prime to
move to high value segment.
Recent new behavior attributes about Lily from social data shows she is passionate for earth-friendly causes;
web activity shows interest in eco-friendly products. Sales transaction data shows recent household purchases.
Customers identified with the same passion for eco-friendly products have been scored &analyzed to show what
eco-friendly products have been purchased
Retailer Action
Proactively send Lily an email offer thanking her for her recent store purchases and a special 2 day
expedited free shipping offer for eco-friendly soda maker products.
Lily purchases online and delighted that VT Living anticipates what offers she is interested in.
Scenario 1: Customer Lifetime Value & Customer Retention
Karen scores high in the customer lifetime value scoring for Insurer. She pays premiums on time and has a
good claims history as a 13 year policy holder.
Karen and her husband have 3 cars, a home, a college-aged childs renters policy, an umbrella policy, and 2
life policies all insured with Insurer. Karen and her husband have 3 children all who are insured on the auto
policies.
Karen posted a Facebook photo of her car with bumper damage that was hit in the parking lot while grocery
shopping.
She makes a call to her insurance company concerned about her insurance premium and repairs.
Insurance
Agent Action
The call center agent (CSR) has visibility to relevant information about Karen and her claim:
- Automated FNOL (first notice of loss) initiated 2 hours ago through the telematics data and notes that
the claims adjuster has been trying to reach Karen
- Sees Karens Facebook post
- Online police report showing other driver is at fault and his insurance will cover damages
The CSR informs Karen that they have been trying to reach her to make sure she was okay and that her
premium should not be impacted. CSR transfers her to the adjuster so that Karen can get her car repaired.
Karen is delighted with the exceptional and caring service received.
Scenario 2: Improved Cross-sell / Up-sell
Kathy is an existing life insurance policy holder of Insurer. This is her only life policy.
Kathy purchased her life policy through Agent. Agent and Insurer only sell life insurance.
Kathy recently was married and bought a new home. She has made social media posts about her
wedding, honeymoon and house hunting.
Kathy has recently made changes to her life insurance policy including a bank account and address
change directly with Insurer.
Kathy calls her agents office about changing her name and beneficiary.
Insurance
Agent Action
Agent receives Kathys call and pulls up her complete (360 degree view) customer record
- Sees the recent policy changes
- Sees Kathys recent social media posts
Agent congratulates Kathy on her wedding and asks if she recently bought a new home
While fulfilling the requirements for Kathys name and beneficiary change, the agent asks if Kathy has
considered if her current life insurance will cover her outstanding mortgage if something happened to
her
Agent presents Kathy with some options to consider. Agent, Kathy and Kathys new husband all agree
to meet to develop the right coverage plan.
3
1. An activity occurs that calls for a decision.
2. The context from the activity is passed to the
decision process.
3. The decision process augments the context with
stored information and runs the decision
model.
4. One or more actions are recommended to the
activity.
5. The activity feeds back the results to help tune
the model over time.
Context
Action
Decision
Activity
Feedback
Information
Facts,
recent events,
options
Decision
input, actions
and outcomes
3
5
4
1
2
Real-time decision loop allows predictive models to get
even smarter
Communications provider C Spire Wireless uses
predictive analytics and decision models to optimize
cross-selling and prevent churn
Business Challenge Outcompete the resource-rich wireless giants,
C Spire Wireless needed to beat them at the small things that matter most: getting
closer to customers and keeping them satisfied. Its challenge was to convert what
it knows about customers into actionable insights that help account reps craft the
optimal offers that meet their needs and head off customer dissatisfaction.
Smarter Solution C Spire Wireless is using predictive models to examine
the complexity of its customers behavior and determine which service mix is
optimal for each customers need, as well as the indicators of imminent churn. By
embedding these insights into its customer-facing processes, C Spire Wireless has
empowered its reps to optimize their interactions with customers.
270% increase
in cross-sales of
accessory products
Increased
satisfaction
by creating a more
personalized customer
experience
50% increase
in effectiveness of customer
retention campaigns
Excellent buy-in
from front-line crew
A multichannel Korean retailer personalizes communications and
optimizes offerings
IBM Cognos Business Intelligence
IBM SPSS Modeler
IBM Unica Enterprise Marketing
Management
IBM Netezza Data Warehouse
IBM InfoSphere Warehouse
IBM InfoSphere DataStage
Reliable insight
provides decision support for
senior management
Targeted campaigns
can be developed for marketing
Precise measurement
of cross-channel campaigns
Solution Components
Business Challenge: As sales increased for this retailers online shopping mall,
management experienced increasing difficulty ensuring that an appropriate
product mix was being presented to its customers.
The Solution: The company adopted sophisticated analytics and marketing
automation to understand, predict and act on consumer buying behavior with
confidence. Real-time marketing automation delivers personalized content to each
shopper, triggered by their interaction history. Delivered at the right place and
time, these offers can move the shopper toward a sale and even increase the size
of the purchase.
We have greatly improved our understanding of our customers, which is helping
us to make smarter decisions that significantly improve business performance.
Spokesperson, multichannel Korean retailer
142 percent reduction
in revenue erosion for customers
at most risk of churning
$10 million+
savings/year
from increased retention and
reduced customer service costs
5 months
to achieve full return on
investment
Solution components
The transformation: XO Communications had already taken the first steps in
identifying customer retention risks through analytics; now it wanted to seize the
opportunity to put these insights into action more effectively. By using IBM
SPSS
solutions to hone its predictive models, the company built a richer, more
up-to-date picture of its client base and began delivering this data to a greater
range of employees.
We are only just starting to realize the true potential that IBM analytics holds
across the business.
Bill Helmrath, Director of Business Intelligence, XO Communications
IBM SPSS Analytics Catalyst
IBM SPSS Modeler
IBM SPSS Modeler Server
IBM SPSS Statistics
IBM InfoSphere BigInsights
YTP03235-USEN-00
XO Communications takes control of customer satisfaction
maturity
v
a
l
u
e
Deliver
Smarter
Customer
Experiences
Real-Time
Decisioning
Deliver customized interactions at
the point of impact & consistent
experiences across all channels
Uncover hidden patterns and
associations within consumer data to
predict what they are likely to do next
Analyze historical consumer
purchase behavior, preferences,
motivations and interactions
Capture and consolidate disparate
data about consumers across touch
points for 1 version of the truth
Information
Integration
Customer
Insight
Personalized
Communication
Understand the optimal offer, time
and channel that is best for each
individual consumer
Predictive
Modeling
Analytics maturity is a journey
Key questions when beginning your customer analytics journey
What key customer metrics am I trying to improve,
and how are they measured?
Through what channels do I interact with my
customers, and how can I improve those
interactions? (what if I could?)
Where are the moments of truth in the customer
lifecycle?
What operational processes will be affected by the
introduction of analytics?
What data do I have, and what data do I need?
Analytics skills build or buy?
How might I grow my analytics capability?
What if I already have Modeler Gold?
IBM Predictive Customer Intelligence includes all of the
components of Modeler Gold, PLUS:
All the components required to deliver real time predictive modeling
C&DS Real Time Scoring
WebSphere Application Server
IBM Integration Bus
Integration with EMM to deliver a complete customer analytics solution
Content accelerators for Telco, Insurance, Banking and Retail for key customer
analytics use cases
Connector to integrate with InfoSphere Streams for Big Data problems
Connector with GBS modeling assets to utilize unique IBM IP for customer analytics
Automated install for all components takes less than 1 day on Linux
9/5/2014 51
SUMMARY: IBM Predictive Customer Intelligence
Differentiators
Cross-channel, Real-time Action
Including customer service, issue resolution, account management, response and billing, with
touchpoints managed in near real time via appropriate channel
Decision Management
Mature technology combining analytics and business rules creation, integration and execution
Near real-time recommendations beyond just marketing offers
Advanced Analytics
Marketplace-leading tools for predictive and advanced analytics
Integrated optimization techniques that combine analytic output for the best answer
Industry-specific Templates
Banking, retail, communications and insurance-specific reports, samples, algorithms
IBM Big Data Platform
Integration and management of the variety, velocity and volume of data
Phased approach for enhanced 360-degree customer view
Advanced analytics applied to information in its native form
Additional reading
All available at: https://ibm.biz/predictivecustomerintelligence
Solution Brief: IBM Predictive Customer Intelligence
Create personalized, relevant customer experiences with a focus on driving
new revenue.
Analyst Research: The Power of Customer Context Beyond Campaigns
Campaigns are far less effective at winning and retaining customers than
they once were.
White Paper: The new frontier for personalized customer experience
BM Predictive Customer Intelligence gathers relevant information and uses
analytics to recommend the right offer or action during interactions with
individual customers.
White Paper: Optimizing marketing results with business analytics
Build a foundation for successful, profitable marketing programs with
marketing analytics.
IBM Corporation 2014. All Rights Reserved.
IBM, the IBM logo, ibm.com are trademarks or registered trademarks of
International Business Machines Corp., registered in many jurisdictions worldwide.
Other product and service names might be trademarks of IBM or other companies.
A current list of IBM trademarks is available on the Web at Copyright and
trademark information at www.ibm.com/legal/copytrade.shtml.
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