Introducing Journey Analytics

Please Note:
2Customer Analytics
• IBM’s statements regarding its plans, directions, and intent are subject to change or
withdrawal without notice at IBM’s sole discretion.
• Information regarding potential future products is intended to outline our general product
direction and it should not be relied on in making a purchasing decision.
• The information mentioned regarding potential future products is not a commitment,
promise, or legal obligation to deliver any material, code or functionality. Information
about potential future products may not be incorporated into any contract.
• The development, release, and timing of any future features or functionality described for
our products remains at our sole discretion.
• Performance is based on measurements and projections using standard IBM benchmarks in
a controlled environment. The actual throughput or performance that any user will
experience will vary depending upon many factors, including considerations such as the
amount of multiprogramming in the user’s job stream, the I/O configuration, the storage
configuration, and the workload processed. Therefore, no assurance can be given that an
individual user will achieve results similar to those stated here.

Why focus on the customer journey?

Today’s digital consumer is engaged and empowered.
Owns four devices, consumes 60 hours of digital content per week
Mobile devices are driving growth in social media use –up 37% YTY 1
1 Nielsen 2014 Digital Consumer Report
The majority of customer
engagement is through journeys.
56% of customer interactions happen during
a multi-event, multi-channel journey 2
2 McKinsey 2013 | Customer Journey

One of the biggest challenges for
marketers today…
Understanding how customers interact with their brand
across the multitude of interactions regardless of channel,
so they can deliver consistent and exceptional customer
experiences

Customer Experience Gap
6
Source: IBM / Econsultancy study
Customer Analytics

Why does the customer
experience gap exist?
Understanding customers requires seeing their entire
journey and connecting the dots is difficult.
$
7Customer Analytics

…resulting in disjointed customer experiences
Marketing eCommerce Service
8
Organizations are fragmented
Customer Analytics

Which channel did they use
What they said
What they needed help with
…making it difficult to understand what is happening across channels.
What they did
Where they came from
9
Analytical tools are siloed
Customer Analytics

Bad customer
experiences result in
$83 billion in lost sales
each year.1
1 Source: ibm.com/press/us/en/pressrelease/41155.wss

IBM is the only one providing solutions
to meet these challenges and
fully understand the customer journey.
11Customer Analytics

What is IBM Journey Analytics?

Visualize the customer journey across channels
to convert insights into impact

Collaborate with Journey Designer!
Collaboration and sharing with
Journey Designer for data driven
design of the customer experience

Use interactions and audiences from multiple
ecosystem solutions and partners

What benefits does
IBM Journey Analytics offer?

Because customer interactions do not occur
Independently from each other nor in channel silos
Understanding of the
Customer Journey as a whole

Insights to inform customer-centric
experience design
Because designing exceptional customer
experiences is a collaborative process

Improvement of business outcomes
Because exceptional customer experiences
Increase loyalty and customer lifetime value

For whom is IBM Journey Analytics
designed?

• Assemble and manage creative and offers
• Understand use/reuse of creative and offers
• Ability to test (A/B or MVT)
Our Customer Engagement Framework
describes the creation and delivery of integrated
omni-channel customer engagements
• Sequence multiple interactions within
an Experience Map
• Specify channels, creative,
and offers for each interaction
• Align Goals to market segments
• Set Objectives for each interaction
• Allocate budget & expense to
achieve Objectives & Goals
• Identify Preferences
• Understand Customer Journeys
• Define Market Segments
• Collect data and behaviors for
reporting within Optimize &
Understand
• Enhance the context for the next
engagement
• Develop views, reports, and executive
dashboards
• Financial impact of Plans,
Goals, and Objectives

Ann
Customer Experience Designer
Carlos
Creative Manager
Anthony
Customer Data Analyst
Patty
Marketing Operations Planner
Evan
Channel Owner
Edward
Performance Analyst
Tom
VP Marketing
Marketing personas

How does
IBM Journey Analytics work?

IBM’s interaction and audience syndication capabilities
empower marketers with streamlined access to
connected omni-channel customer context
Business users can focus on
using customer context rather
than the complexities of
assembling that context
Customer context is
continuously exchanged
across an organization’s
solution ecosystem
IBM Commerce and partner
network ecosystem deliver
a robust contextual view of
the customer for insights
and engagement

Customer Data
Digital Data
eMail
Partners
Focused on the centralized exchange of customer
interactions & audiences, includes partner pre-integration
and certification

• Discover how customers are interacting with
your brand today
• Leverage insights about actual customer
journeys to inform customer experience
design
Key Takeaways

Notices and Disclaimers
Copyright © 2015 by International Business Machines Corporation (IBM). No part of this document may be reproduced or transmitted in any form
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Information in these presentations (including information relating to products that have not yet been announced by IBM) has been reviewed for
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according to the terms and conditions of the agreements under which they are provided.
Any statements regarding IBM's future direction, intent or product plans are subject to change or withdrawal without notice.
Performance data contained herein was generally obtained in a controlled, isolated environments. Customer examples are presented as
illustrations of how those customers have used IBM products and the results they may have achieved. Actual performance, cost, savings or other
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Notices and Disclaimers (con’t)
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Introducing Journey Analytics

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Introducing Journey Analytics