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.