IBM Enterprise Marketing and its Benefits

IBM EMM Group

EMM is enterprise software designed to streamline all aspects of online and offline marketing. This technology empowers organizations and individuals to turn their passion for marketing into valuable customer relationships and more profitable, timely, and measurable business outcomes.

Why Enterprise Marketing Management

Enterprise Marketing Management defines a category of software used by marketing operations to manage their end-to-end internal processes.The goal of using EMM is to improve both the efficiency and effectiveness of marketing by increasing operational efficiency, decreasing costs and waste, and standardizing marketing processes for an accurate and predictable time to market.

Some of the best names in the business, Best Buy, IXG, ING, Boots, Day Camp, Or vis and Orange. 

“Engage buyers in highly relevant, interactive dialogues across digital, social and traditional marketing channels. ”
 

Benefits :

• Using an EMM suite rather than a variety of point solutions is improved collaboration, efficiency and visibility across the entire marketing function.
• EMM Reduce the total cost of Ownership.
• EMM can transform all aspects of marketing to engage customers in highly relevant, interactive dialogues across digital, social, mobile and traditional marketing channels.
• Optimize your digital marketing efforts and turn site, social and mobile visitors into repeat customers and loyal advocates.
• Discover and react in real time to how consumers are interacting with your brand.
• Improve decision making and optimize marketing performance and productivity.
  

Capabilities :

• Cross-channel campaign management
• Marketing resource management
• Digital Marketing Optimization
• Web Analytics
  

Coremetrics is now part of IBM Enterprise Marketing Management

Web Analytics 

Why IBM for Web Analytics?

• Web analytics from IBM is a part of the IBM Core-metrics Digital Marketing Optimization Suite - sets itself apart by providing marketers with—not just data—but insights for increasing ROI. It provides two delivery models—on-premise and Software-as-a-Service (SaaS).
  
  
• Through either analytics solution, marketers gain visibility into their visitors’ digital behaviors over time enabling them to go from insight to personalized marketing action.
  
  
• Web analytics that provide businesses with real time insight into how consumers are interacting with their brands on-line.
  
  
• Core-metrics Analytics 2010 is the premier platform for marketers who need the most accurate and comprehensive metrics and performance insight to make the right decision and take the right action—every time—to optimize your marketing spend across all of today’s relevant marketing channels.

• Web analytics is not just a tool for measuring web traffic but can be used as a tool for business and market research, and to assess and improve the effectiveness of a web site.

Featured products :

• IBM Digital Analytics
• IBM Digital Analytics Impression Attribution
• IBM Digital Analytics Life-cycle
• Unica Net-insight

Emergence of E-Commerce

One of the most popular activities on the Web is shopping. It has much allure in it — you can shop at your leisure, anytime, and in your pajamas. Literally anyone can have their pages built to display their specific goods and services.
History of ecommerce dates back to the invention of the very old notion of "sell and buy", electricity, cables, computers, modems, and the Internet. Ecommerce became possible in 1991 when the Internet was opened to commercial use. Since that date thousands of businesses have taken up residence at web sites.
Amazon.com, Inc. is one of the most famous ecommerce companies and is located in Seattle, Washington (USA). It was founded in 1994 by Jeff Bezos and was one of the first American ecommerce companies to sell products over the Internet. After the dot-com collapse Amazon lost its position as a successful business model, however, in 2003 the company made its first annual profit which was the first step to the further development.But the first website with full real-time credit card clearing was designed by Synergy Communication/Synergy Media for ConAgra’s Eagle Mills http://www.eaglemills.com/ in 1996.
Amazon is one of the first ecommerce businesses to establish an affiliate marketing program, and nowadays the company gets about 40% of its sales from affiliates and third party sellers who list and sell goods on the web site. In 2008 Amazon penetrated into the cinema and is currently sponsoring the film "The Stolen Child" with 20th Century Fox.
One more company which has contributed much to the process of ecommerce development is Dell Inc., an American company located in Texas, which stands third in computer sales within the industry behind Hewlett-Packard and Acer.
Launched in 1994 as a static page, Dell.com has made rapid strides, and by the end of 1997 was the first company to record a million dollars in online sales.
In 1999 K Vaitheeswaran founded Fabmart.com (now IndiaPlaza), India's first e-commerce site. Back then only a small fraction of the 3m internet users transacted online.
History of ecommerce is a history of a new, virtual world which is evolving according to the customer advantage. It is a world which we are all building together brick by brick, laying a secure foundation for the future generations.

IBM Coremetrics LIVEmail

IBM Coremetrics is the leader in marketing optimization. Its products help
businesses relentlessly optimize their marketing programs to make the best offer,
every time, anywhere, automatically. More than 2,100 online brands globally use
IBM Coremetrics Software as a Service (SaaS) to optimize their on-line marketing.IBM Coremetrics integrated marketing optimization solutions include real-time personalized recommendations, email targeting, display ad targeting across leading ad networks, and search engine bid management. The company's solutions are delivered on the only on-line analytics platform that is designed to anticipate the needs of every customer, to automate marketing decisions in real time, and to syndicate information across all customer channels.

IBM Coremetrics LIVEmail is a precision email marketing application that
facilitates the creation and execution of targeted email campaigns to improve open,click-through, and conversion rates as well as overall customer engagement and satisfaction levels for your email channel. LIVEmail will help you deliver relevant messaging and offers, based on detailed web analytics behavioral data to provide exactly the right email communication and offer at the right time for your web site visitors and customers. Furthermore, LIVEmail integrates with IBM Coremetrics Connect certified email service providers to improve email campaign distribution and efficiency. The latest version of LIVEmail delivers email best practice programs (targeting site browsers, abandoners, converters, or dormant visitors), advanced segmentation and filtering, configurable email trigger schedules, native reporting to track campaign performance, and data import from third parties all within one
application.

Customer centric marketing with IBM UNICA

   

    
            
                   Most businesses today are challenged by the rise of the “empowered customer.”  Today’s customers are well-informed, use other people as their primary information source, interact with the companies through multiple channels, touch-points and media, and expects a superior customer experience.  To serve these empowered customers, businesses must – now more than ever put customers at the center of everything they do and use Customer Centric Marketing.

         Customer-centric marketing is a marketing designed around each individual customer. It relies heavily on highly granular, personal targeting and customer segmentation.

           IBM® conducted face-to-face interviews with 1,734 Chief Marketing Officers, spanning 19 industries and 64 countries to understand their challenges.Cross-Channel management and Inbound marketing can help address few of the CMO's challenges.

          IBM®’s Cross-channel campaign management capabilities can help you target thousands — or millions — of individuals with the right message at the right time through the right channel. Track and honor individual customer preferences, and quickly and cost-effectively design, execute, and measure customer-driven communication strategies across all of your channels, on line and off line.

         IBM®'s Inbound Marketing can help you take better advantage of moments when your customers and prospects have chosen to interact with your company, such as by visiting your website or Facebook fan page, walking into your store or branch, or phoning your call center. During these “inbound”contacts,it  can be  determine, in real time, the most relevant messages and content to deliver to an individual given who they are, their responses to previous interactions, and the context of the current interaction.Join us to understand how cross-Channel management and Inbound marketing can help for customer centric marketing.

Smarter SEO for Smarter Commerce

Search engines, such as Google, are one of the most important channels for customers to reach your store. Using search engine optimization (SEO) to improve page ranking can result in increased traffic and revenue. We can understand its importance deeply and this is our attempt at understand the OOB capabilities of WCS 7 with regards to SEO and how it can be used for a Smarter Commerce.

The SEO functionality for WebSphere Commerce Version 7 Feature pack 3 or later improves online search page ranking for your store by creating short, clean SEO-friendly URLs with meaningful keywords. This version includes enhanced Management Center tools that business users can use to influence page ranking by changing the URL and metadata information, an improved Sitemap generator that indexes all the SEO-friendly URLs, and 301 URL redirect rules.

Search engine optimization for WebSphere Commerce provides the following functionality:

• Creating simple, static URLs for store pages that shoppers and search robots can easily understand
• Optimizing page meta data to improve search engine page rank
• Creating 301 URL redirection when a web page has moved
• Generating Sitemaps to submit to search engine provider

Integrating a store with IBM Coremetrics for WebSphere Commerce

WebSphere Commerce provides a framework and tools to simplify the process of setting up your site to use IBM Coremetrics, the industry leading hosted Web analytics solution.The framework is implemented as a tag library designed to act as an intermediary layer between WebSphere Commerce and Coremetrics.The tools include an auto tagging utility to place analytics tags in your store pages, and a utility to generate a file containing your catalog hierarchy for Coremetrics. This solution can significantly reduce the time required to deploy web analytics.

To take advantage of Coremetrics for IBM WebSphere Commerce, you must establish a contract with Coremetrics to collect your data, and to generate and host analytics reports. After you integrate your store with Coremetrics and begin gathering analytical data about customer interactions, you can:

• View analytics reports designed specifically for WebSphere Commerce.
• Create and export customer segments built from analytical data gathered for Coremetrics, and use them in WebSphere Commerce campaigns.
• Feature Pack 2 Display personalized product recommendations on store pages using Coremetrics Intelligent Offer.

After you have enabled and configured IBM Coremetrics for IBM WebSphere Commerce, statistics about customer interactions with your site are transferred to the Coremetrics server. This includes information such as page views, ads displayed, and clickthroughs. The data is gathered by the Coremetrics server and used to generate reports and customer segments
WebSphere Commerce starter stores and Coremetrics:
Several starter stores are already pretagged with the full set of WebSphere Commerce analytics tags so that you do not have to add the tags yourself. These starter stores are:

• Madisons
• Elite
• Feature Pack 5 Aurora

After publishing a pretagged starter store, you must enable the tags using the Analytics tab in the Store Management tool in Management Center. By default, the tags are not enabled.

Emptoris - How it adds value to IBM EMM

IBM acquired Emptoris, is a leading provider of cloud and on-premise analytics software for procurement and supply chain operations with spend, supplier and contract management that enable companies to maximize financial performance and optimize commercial risk.

By providing a single, accurate and robust source of spend, contract, telecom and supplier data and intelligence, Emptoris solutions enable individuals and organizations to make optimal business decisions—and deliver greater performance and value across the global enterprise. 

Emptoris offers solutions for spend analysis, sourcing, supplier life-cycle management, contract management, services procurement and telecom expense management.

Acquisition of Emptoris by IBM is a step forward to have monopoly over the marketing automation. With Emptoris IBM EMM have become much more stronger when compared to its competitors, as there are very few providers in the market space offering e-procurement solutions.

Coremetrics was now part of IBM EMM

                  Core-metrics is a provider of digital marketing optimization solutions and web analytics. Its solutions are designed to generate high return on on-line marketing investments.Core-metrics provides Continuous optimization platform.It is the Best in class customer service.

Core-metrics offers hundreds of features and tools that allow you to drastically improve the quality of data gathered from your website.

Core-metrics comes with two solution like Web analytics and Digital Marketing Optimization these two are used for various purposes to Optimize and analyze your business .Core-metrics have the rich set of products for providing the better solution over their business,Improve the organization growth.I will Give the brief description about the Web analytics and DMO(Digital Marketing Optimization)

  Today, Core-metrics delivers web analytics capabilities to more than 2,100 global brands across a wide range of industries including retail, financial services, media and publishing, travel and hospitality and education. Customers include Holiday Inn, PETCO, 1-800 Flowers, Office Depot, Victoria's Secret, Virgin Atlantic Airways and Seton Hall University.

" Core-metrics  was acquiesced by  IBM Enterprise Marketing Management in 2010 "

Web-analytics :
Web analytics is the measurement, collection, analysis and reporting of Internet data for purposes of understanding and optimizing web usage. It is often done without the permission of the user It is available through two delivery models like on-premise and software as a service (SaaS)
web analytics from IBM provides the insight marketers need into how individuals are interacting with a brand’s digital presence.

Digital Marketing Optimization :

As my thought Digital Marketing Optimization mainly Empowers marketers to turn site visitors into repeat customers and loyal advocates by orchestrating a compelling experience through each customer's life cycle and also we can promote their products through various social media like Twitter,Face-book,Link-den,Orkut etc...

The Following picture Describe the work flow of the Core-metrics :    

 

Tealeaf technology for customer experience management solutions

                               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 on-line channel and allows quick resolution of problems that erode customer satisfaction and on-line revenues. Tealeaf’s solutions extend the current quantitative web and digital analytic capabilities in IBM’s Smarter Commerce portfolio with qualitative digital analytics capabilities which capture, replay, and analyze a customer’s web and mobile interactions to provide a more

granular and richer view of a customer’s experience.

                           Tealeaf  have the rich set of products for providing the various solutions to the Customer experience management .Here I am Showing the products of tealeaf

                                        " Tealeaf was acquired by IBM in june 2012 " 

Tealeaf has following products:

Customer Behavior Analysis suite

• Tealeaf cxImpact
• Tealeaf cxResults
• Tealeaf cxView

Customer Service Optimize Suite

• Tealeaf cxReveal
• Tealeaf cxVerify

Mobile

• Tealeaf cxMobile

Integrations

• Tealeaf cxConnect

As per my openion Tealeaf provide the following benefits to the organizations to impove their return on investment (ROI).

• Increased conversion rates
• Increased average order values
• Improved on-line customer retention rates
• Reduced problem resolution time

EMM Solution Providers

            

                         IBM EMM provides many marketing solutions,in this UNICA is  one of the  powerful analysis and innovative marketing solutions when comparing with the other its competitors like webtrends,omniture,aprimo,choridant software,omniture and Ehab.Here I am providing the brief introduction to all of the remaining competitors of IBM Unica.

Aprimo : Aprimo is one of the delivering technology that accelerates marketing productivity and the ability of marketing for effective performance. Aprimo provides an Enterprise Marketing Management (EMM) product to leading marketing organizations around the world. Aprimo's software is built on its visionary Enterprise Marketing Backbone which uses a services oriented


Choridant :  Chordiant is a  Software product which  is an enterprise software provider of solutions that automate business processes to meet the needs of service-driven organizations such as consumer credit,retail banks,insurance providers  and telecommunications companies. Choridant automates the end-to-end operational business processes.

Omniture :  Omniture is a leading provider of on-line business optimization software. Omniture’s software, delivered to customers through hosted, on-demand services, offers an easier and more flexible way to manage on-line, multi-channel and off-line business initiatives without costly investments in IT infrastructure.

Webtrends  : Webtrends is an enterprise customer intelligence company that turns on-line and off-line data into understanding.It help organizations realize a competitive advantage by providing insight-driven optimization of their digital channels.which is focus on  web analytics industry it was founded in  1993 to  optimization and integration of all digital content and customer

Ehab : Ehab is the first true end-to-end platform that allows the  all end marketers  to the large enterprise to take full control of their marketing content.Ehab was designed to provide the ultimate tool set for businesses seeking to engage the consumer in effective.From a single, revolutionary interfaces, businesses can create, manage, publish, distribute and track interactive media-rich.

                                                 
                                    By Comparing with the all other products like webtrends,omniture,aprimo,choridant software and Ehab,IBM UNICA provide the better analysis and marketing solutions. This IBM Unica is the leading EMM solution provider and it have rich set of marketing solutions for marketer to  providing different kind of solutions for promoting their products .

IBM DemandTec's Strategic Marketing Planning provides Marketing Mix solutions

The marketing mix is one of the most famous marketing terms. The marketing mix is the tactical or operational part of a marketing plan.

Marketing decisions generally fall into the following four controllable categories:

• Product: combination of physical product and service provided to target customers
• Price: amount of money customers must pay to obtain the product or service
• Place: activities for getting the product or service available to target customers
• Promotion: modes of communication of product or service information to customers

Product covers both the usefulness and demand for an item in general and also any specific features and benefits which accompany a business’s individual offerings.
Both real and perceived benefits of the product or service are counted in this category, hence a strong brand name might result in an unfounded belief that that business provides better quality products for the consumer’s money.

The price at which a product or service is sold still remains one the crucial influencers in the decision on whether to buy. Pricing goods at a significant premium to those of competitor’s products with no other obvious differences or features is unlikely to result is increased sales rewards.

The point of distribution, where customers can acquire the goods and services of the business is an important part of successful marketing. Once the decision to buy exists the enterprise must ensure that its offerings can be acquired both in the appropriate time and at an amenable outlet.
The location of "place" has changed significantly in recent years with the advent of the internet and online shopping. Place can now often mean home delivery following a purchase initiated through a computer browser.

Promotion focuses on using the available marketing and specifically advertising budget in a useful way possible. An analysis of where and how to promote a product or service should enable the manager to conclude on the form, duration, media type, message and other salient aspects of the marketing campaign.

The above mentioned solutions empower marketers to compete with other firms in this customer-centric marketing.This is the one of the reasons why IBM acquired DEmandTec to achieve it's Smarter Commerce initiative.

 

Revolutionary marketing development in social media

Recently the leading social media provider Facebook announced its users in the U.S. will be able to promote their personal posts to friends for a fee. Promotion of this kind by Facebook is already there in 20 countries, which is started with Newzealand.

With this kind of promotion your posts will be on top of all the posts and grabs the attention. Apart from regular users, Companies are eying this as a revolutionary step in marketing in social networks and they are thinking that this is going to open new avenues for promotion of brands.

Regular users are thinking this as a desperate measure by Facebook to generate revenue and they are criticizing heavily with this move by Facebook to generate revenue and they are predicting this will be their undoing.

We have to wait and see how this radical step in social media  going to affect promotions and marketing. There is a big chance that other social media providers are going to follow the suit, after all they are the leaders.

IBM Smarter Commerce concentrates on Supply Chain Management Challenges in recently staged "Smarter Commerce Summit" in Orlando,Florida

Supply Chain visibility and risk relief were among the several key issues examined at IBM’s recently-staged “Smarter Commerce Summit” in Orlando, Florida.
With our acquisition of Emptoris last December, shippers are gaining a larger measure of security said John Mesberg, Vice President, B2B and Commerce, the acquisition of Emptoris Inc. gave IBM additional strengths associated with a leading provider of cloud and on-premise analytics software. Mesberg said this “virtual supply chain management tool” is becoming more refined as shippers embrace the technology.

“We are always trying to strip out the complexity in the process,” he said.  

Richard Douglass, Director Industry Marketing, Smarter Commerce, added that smarter commerce is helping shippers “sell on the water” during peak season, so that they can keep their inventories lean.
“It represents a breakthrough in distribution integration and inventory optimization,” he said. “All this is a process to control risk and save our customers money.”

Messberg said that Smarter Commerce is a growing market opportunity in excess of $20 billion per year in software alone that centers on the customer experience. 

“In five years, intelligent-guided marketing and selling will routinely put the ultimate control in the hands of customers,” he added.

Finally, IBM predicts three trends will contribute to the evolution of Smarter Commerce:

* Everything will be Data Driven: Stemming from buying behavior, social media interactions, and advanced analytics—essentially the application of Big Data, customers will project what they are in the market for instead of settling for what’s available on the shelf.

*Businesses Go Mobile First as Devices Proliferate and Channels Merge: Businesses will primarily design applications and processes for mobile deployment instead of PCs as individuals center their lives around smart phones and device use explodes exponentially.

*Cloud Computing will Lead Businesses to New Markets: Established companies will deploy a hybrid cloud model for rapid expansion to new markets while newer players will use the cloud in a virtual inventory model to start up quickly and cost-effectively compete against larger competitors.
 

Providers of Enterprise Marketing Management Solutions

Some of EMM Solutions Providers List

IBM - Enterprise Marketing Management.

Aprimo - Marketing Automation Software.

Adobe Web Analytics (Omniture).

Google Analytics.

WebTrends.

Universal Tech Labs - Enterprise Marketing Management.