Web and Social Media AnalyticsWeb and Social Media Analytics

Max ArdigoMax Ardigo’’ –– IBM Lotus IBM Lotus -- ICSICS

Max ArdigoMax Ardigo’’

•• Consulente di trasformazione digitaleConsulente di trasformazione digitale

•• Resp area portali e collaborazione SW IBMResp area portali e collaborazione SW IBM

Timing Timing –– 40 min40 min

•• Metodo: M mngr l vclMetodo: M mngr l vcl

(mi mangro(mi mangro’’ le vocali)le vocali)

[agenda][agenda]

•• ContestoContesto

•• Analytics (quanti e quali)Analytics (quanti e quali)

•• Oggi possiamo sapere... (Coremetrics)Oggi possiamo sapere... (Coremetrics)

•• Applicazioni praticheApplicazioni pratiche

Le Le aziendeaziende funzionanofunzionano fondendofondendo ll’’esternoesterno con con

ll’’internointerno –– UnaUna nuovanuova paradigmaparadigma ((tecnicotecnico))

Relazione 2.0Relazione 2.0

Morgan Stanley Research - 2010

Internet trends 2010 Internet trends 2010 -- Morgan StanleyMorgan Stanley

Web vs. Mobile Mail vs. Social posts

Chi riesce a stargli dietro?Chi riesce a stargli dietro?

Architettura persuasiva Architettura persuasiva

IBM IBM NorthstarNorthstar VisionVision

Un Un unicaunica piattaformapiattaforma::

IBM Customer Experience SuiteIBM Customer Experience SuitePer Per progettareprogettare soluzionisoluzioni integrate integrate

per la web/work experience,per la web/work experience,

rapiderapide e e flessibiliflessibili, , cheche garantisconogarantiscono

piupiu’’ efficienzaefficienza, , governogoverno e e

automazioneautomazione realreal--timetime

neinei processiprocessi customer centred customer centred

multicanalemulticanale..

Architettura persuasiva IBMArchitettura persuasiva IBM

1 - Customers MUST make their Web work smarter

to stay competitive (selling machines)

2 - Customer and partner satisfaction is critical

to keep market share.

3 - They MUST be vigilant to sustain their differentiation.

4 - Customer satisfaction and retention is often driven by ongoing service quality.

5 - Vietato buttare via i soldi – fine del marlketing senza metriche. Inizio del digitale come macchina di business.

Customer Experience Suite Customer Experience Suite –– PerchPerchèè::

Architettura persuasiva IBMArchitettura persuasiva IBM

- 400% higher visit-to-lead conversions (c.p.a. banche: 15-50 €)

- 200% higher visit-to-order conversions (es. Benchmark retail

electronics italia = 1% conversion)

- 41% lower page abandonments (bounce rate)

- 16.6% more recommendations by customers for products and

services

- 15.8% fewer customers lost to competitors

- 14.1% increase in repeat purchases by customers

Architettura persuasiva IBMArchitettura persuasiva IBM

Customer Experience Suite Customer Experience Suite –– BeneficiBenefici::

Forrester Research - 2010

Architettura persuasiva IBMArchitettura persuasiva IBM

Multiplattform

Notes client, Notes client,

Portal, Content & Portal, Content &

Commerce 2.0Commerce 2.0Virtual PortalsVirtual Portals

Web Content, CommerceWeb Content, Commerce

MobileMobile

Role/Rule basedRole/Rule based

Dynamic Personalization Dynamic Personalization

Campaign, TargetingCampaign, Targeting

Composite MashupsComposite Mashups

Rich ClientRich Client

MashupsMashups

CollaborationCollaborationSocial NetworksSocial Networks

Social ToolsSocial Tools

TeamworkTeamwork

Real Time Real Time

Chat/Call/Web meChat/Call/Web me

AwarenessAwareness

WebconfWebconf

Cloud CollaborationCloud CollaborationSocial NetworksSocial Networks

Social ToolsSocial Tools

FilesFiles

SurveysSurveys

WebconfWebconf

etc.etc.

Cloud PortalCloud Portalon Amazon EC2on Amazon EC2

/ IBM Cloud/ IBM Cloud

Collaborate & Collaborate & Socialize in/outSocialize in/out

Enterprise Master Data

(extended user

Business & Social data)

Social ConnectorsSocial Connectors

1 click registration & SSO infrastructure 1 click registration & SSO infrastructure

(Facebook, Open ID...)(Facebook, Open ID...)

AdvancedAnalytics Infusion

COBRA, Unica, SPSS, Cognos,

ILOG ... 3rd parts

Social registration

profiling / permission

/ dynamic

Assemble & Assemble & Deliver in/outDeliver in/out

Real time 1to1 Web Analytics Coremetrics, Unica

Enterprise

2.0 LayerPortal, Content,

Commerce

Social, Mobile,

Touchpoint Integration

User management

Cloud Cloud servicesservices

�Integrate and assemble eterogeneous environments

�Assemble Backend, external and Cloud services to build

rich user experiences (Portal and Notes Client)

�Virtual portals to build and connect internal and external world and extend branded propositions

�What people want to have, in that moment, relevant

� Manage Social registration Process for onboardingcustomer propositions (Asset)

� Provide personalization rules to deliver “my

experience”

� Adaptive content (reccomendation, affinity etc)� Campaign management

� Mashups, Ratings, Tagging, etc.

�Extended social schema DB (merge

business & social data to deliver personal) � Web 2.0 accellerators

� Mobile content

Architettura persuasiva IBMArchitettura persuasiva IBMCustomer experience layer (Customer experience layer (aggregazioneaggregazione smart), smart),

personalizzazionipersonalizzazioni, , interazioniinterazioni real time backend datareal time backend data

Esempi in retail banking, cpg, fashion, automotive, ecc.Esempi in retail banking, cpg, fashion, automotive, ecc.

http://www.juventus.com

http;//turismo.milano.it

http://www.bnl.it

https://www.cartabcc.it

http://www.evvivailwurstel.it

http://www.stogit.it

http://www.icuorleggeri.com/

http://www.postel.it/

http://www.beic.it

http://www.it.laufen.com

http://www.inalca.it

http://www.unibocconi.eu

http://www.iulm.it

http://www.almavivaitalia.it

http://www.castelgarden.com

http://www.cedacri.it

http://www.stiga.com

http://www.rijkzwaan.it

http://www.rcsmediagroup.it

http://www.leasys.com

http://www.technapoli.it

http://www.ideam.it

http://www.bureauveritas.it

http://catalogo.gruppofondiariasai.it

http://www.servizilavoro.it

http://www.aciglobal.it

http://www.messinaline.it

http://www.adriaticlng.com

http://www.illy.com/

http://www.mercatoneuno.com/

http://www.berco.com

http://www.campoverde-group.com

https://ebanking.clarisbanca.it

http://www.fondazionecassamarca.it

http://portal.sowre.com

http://www.rcsmediagroup.it

http://www.sitabus.it

http://sistemats1.sanita.finanze.it

http://www.italialavoro.it

http://www.comune.milano.it

http://www.comune.roma.it

http://solutions.3mitalia.it

http://www.chebanca.it

http://www.cobra-at.com

http://www.adriaticlng.com

http://www.stogit.it

http://www.agenziaentrate.gov.it

http://www.italialavoro.it

Architettura persuasiva IBMArchitettura persuasiva IBM -- Solution examplesSolution examples1 1 –– Intuitive frontIntuitive front--endend / nuova generazione esperienze web e mobile / nuova generazione esperienze web e mobile transazioni 2.0 / interazioni real time CRM&Analyticstransazioni 2.0 / interazioni real time CRM&Analytics

Social customer data hub

(extended user Business & Social data)

IBM Business Partner Factor-y XSSO Suite

covering: Aol, Yahoo!, Facebook, Twitter, LinkedIn, Google, MySpace, Windows Live, Hyves, Verisign, MyOpenID, OpenID, Flickr, Blogger, Livejournal, Wordpress, Netlog.

Dynamic

unique registration proces with permission marketing

rules

Social registration

profiling / permission

/ dynamic

ES. ES. DaDa unauna widget widget ““scegliscegli la la tuatua cartacarta”” didi IBM commerce (1) IBM commerce (1) deployatadeployata susu FacebookFacebook (2), un (2), un utenteutente invitainvita propripropri amiciamici a a regalareregalare con con 1 click (3), 1 click (3), autorizzandoautorizzando gestionsgestions (4) info (4) info didi profiloprofilo FB.FB. Il processo di registrazione universale (5) profila e monitora Il processo di registrazione universale (5) profila e monitora il il completamento dati (6). Il servizio supporta tutti i touchpoint completamento dati (6). Il servizio supporta tutti i touchpoint di registrazione / autenticaizone.di registrazione / autenticaizone.

1

2

4

56

3

Architettura persuasiva IBMArchitettura persuasiva IBM -- Solution examplesSolution examples2 2 –– Customer Customer OnboardingOnboarding / universal registration process, / universal registration process, social bridgingsocial bridging, , social commercesocial commerce

Analytics...Analytics...

Web/Social Analytics (some/how)Web/Social Analytics (some/how)

(standard players)(standard players)

•• Web (interactive behaviour...Web (interactive behaviour...

•• Social (network behaviour...Social (network behaviour...

•• Social Media (customer feedback, ratings...Social Media (customer feedback, ratings...

•• Sentiment (opinion mining, trends, alerts...Sentiment (opinion mining, trends, alerts...

•• Text (information mining...Text (information mining...

•• Marketing (Above + Campaigns+SEM+SEO...Marketing (Above + Campaigns+SEM+SEO...

•• Commerce (who, whatCommerce (who, what

•• BI (busines...BI (busines...

•• Predictive (future business...Predictive (future business...

•• Psyco...Psyco...

•• ......

IBM Web/Social AnalyticsIBM Web/Social Analytics

(differenziazione)(differenziazione)

•• Web (IBM Coremetrics...Web (IBM Coremetrics...

•• Social (IBM Coremetrics, Connections, Atlas, LCM&R...Social (IBM Coremetrics, Connections, Atlas, LCM&R...

•• Social Media (IBM Coremetrics, Cognos CC&I, SPSS...Social Media (IBM Coremetrics, Cognos CC&I, SPSS...

•• Sentiment (IBM Coremetrics, Cognos CC&I...Sentiment (IBM Coremetrics, Cognos CC&I...

•• Text (IBM SPSS, Cognos C.A...Text (IBM SPSS, Cognos C.A...

•• Marketing (Coremetrics, Unica...Marketing (Coremetrics, Unica...

•• Commerce (Coremetrics, WCS...Commerce (Coremetrics, WCS...

•• BI (Cognos 10 + Connections...BI (Cognos 10 + Connections...

•• Predictive (SPSS...Predictive (SPSS...

•• ......

Oggi possiamo sapere...Oggi possiamo sapere...

IBM Coremetrics / Digital MarketingIBM Coremetrics / Digital Marketing

IBM Coremetrics IBM Coremetrics –– Apnea demoApnea demo

IBM Coremetrics allows toIBM Coremetrics allows to

Anticipate customer preferences and predispositions based on a historical view of browsing behavior across multiple channels.

Automate the management of marketing campaigns, enabling immediate delivery of specifically-tailored content to individuals in response to past and current browsing behavior.

Syndicate personalized content to the right channel at the right

time (web sites, emails, ad networks, and more).

(Repeat) the process. Every new bit of information collected makes the data more relevant, and the marketing programs get better and better.

CoremetricsCoremetrics LIVE ProfilesLIVE Profiles™™

•• WeWe’’re the re the only only solution provider to offer this crosssolution provider to offer this cross--channel channel

historical data.historical data.

•• IncludesIncludes every source that brought visitor to web site (banner every source that brought visitor to web site (banner

ad, email campaign, affiliate link, keyword, news article).ad, email campaign, affiliate link, keyword, news article).

•• IncludesIncludes sources using other optsources using other opt--in identifications for visitor in identifications for visitor

info (flight info, hotel room, newsletter signinfo (flight info, hotel room, newsletter sign--up, form up, form

registration).registration).

•• IncludesIncludes detailed offline customer, product, event, and detailed offline customer, product, event, and

categorization data and important browser attributes.categorization data and important browser attributes.

•• Very powerful:Very powerful: supports advanced data analysis.supports advanced data analysis.

23

Analytics, Attribution Analytics, Attribution

and APIsand APIs

•• Best practice analytics platform: Best practice analytics platform: CoremetricsCoremetrics

AnalyticsAnalytics™™

•• Flexible ad hoc analytics, segmentation and data Flexible ad hoc analytics, segmentation and data

visualization using visualization using CoremetricsCoremetrics ExploreExplore™™

•• RealReal--time reporting using time reporting using CoremetricsCoremetrics MonitorMonitor™™

•• Industry level and subIndustry level and sub--vertical level comparisons vertical level comparisons

using using CoremetricsCoremetrics BenchmarkBenchmark™™

•• Flexible forecasting moduleFlexible forecasting module

•• Powerful, inPowerful, in--depth multidepth multi--session, multisession, multi--dimensional, and impressiondimensional, and impression--level marketing attributionlevel marketing attribution

•• Report level and customer record level import and export APIs anReport level and customer record level import and export APIs and marketerd marketer--controlled selfcontrolled self--service applicationsservice applications

•• Extensive marketing optimization application management APIsExtensive marketing optimization application management APIs

24

•• Advanced (re) segmentation /in/outAdvanced (re) segmentation /in/out

•• Automated target email campaignsAutomated target email campaigns

•• Seamless integration with certified email service Seamless integration with certified email service

providersproviders

•• Best practice target campaignsBest practice target campaigns

•• Marketer controlled segmentationMarketer controlled segmentation

•• Proven ROI from over 400 brandsProven ROI from over 400 brands

25

Improves targeting and flexibility to enhance email marketing

campaign management.

CoremetricsCoremetrics LIVEmailLIVEmail™™

•• Automated bid managementAutomated bid management

•• Consolidated PPC and quality score analyticsConsolidated PPC and quality score analytics

•• Advanced attribution and segmentationAdvanced attribution and segmentation

•• Content network supportContent network support

•• Landing page optimizationLanding page optimization

•• Strong management and editing toolsStrong management and editing tools

•• Proven, repeatable ROI from over 300 brandsProven, repeatable ROI from over 300 brands

26

Helps businesses manage their paid search initiatives for

maximum impact.

CoremetricsCoremetrics SearchSearch™™

•• Automated implementation of recommendationsAutomated implementation of recommendations

•• Wisdom of crowds and personalization for greatest Wisdom of crowds and personalization for greatest

impactimpact

•• Marketer controlled algorithms and A/B testMarketer controlled algorithms and A/B test

•• Advanced rules configurationAdvanced rules configuration

•• RealReal--time recommendationstime recommendations

•• Proven, repeatable ROI from over 300 brandsProven, repeatable ROI from over 300 brands

27

Delivers unprecedented control and flexibility to online product

recommendation programs.

CoremetricsCoremetrics Intelligent OfferIntelligent Offer™™

•• Automatic integrations with ad targeting and social Automatic integrations with ad targeting and social

networksnetworks

•• Advanced segmentation for more effective targetingAdvanced segmentation for more effective targeting

•• Retrieves visitors with targeted display adsRetrieves visitors with targeted display ads

•• Works with multiple networks simultaneouslyWorks with multiple networks simultaneously

•• Allows sophisticated marketing mix decisionsAllows sophisticated marketing mix decisions

28

Increases relevancy of display ad campaigns by syndicating rich

data segments to display advertising networks.

CoremetricsCoremetrics AdTargetAdTarget™™

Applicazioni praticheApplicazioni pratiche

EsempiEsempi

•• Apps (Domino, Java)Apps (Domino, Java)

•• Portal (internet e intranet)Portal (internet e intranet)

–– ConnectionsConnections

–– QuickrQuickr

•• Web (multisito, siti concorrenti)Web (multisito, siti concorrenti)

•• Commerce (multisito)Commerce (multisito)

•• Social esterno (FB, Twitterm Google, Youtube)Social esterno (FB, Twitterm Google, Youtube)

Esempi nostraniEsempi nostrani

•• Travel (Internet, Commerce)Travel (Internet, Commerce)

•• Retailer ottiche (intranet e internet social)Retailer ottiche (intranet e internet social)

•• Banca (intranet e internet, transactions, adv)Banca (intranet e internet, transactions, adv)

•• Pharma (intranet agenti, social farmacie)Pharma (intranet agenti, social farmacie)

•• ......

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possibile il possibile il DDiveDDive 2011!2011!

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