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Future of retail retail social business architektur 2012
1. Business is People ☺
Future of Retail & Consumer Products
IBM Social Business Architecture
Friedel Jonker
IBM Software Client Leader
Retail & Consumer Products
Frankfurt, 27.09.2012
The 7 Cs of IBM Social Business Development
Creativity, Competence, Contacts, Communication,
Connections, Collaboration and Change
2. A Social Business is any company that has integrated and
operationalized social media within every job function to
generate and implement value driving Ideas by smarter
processes and technologies.
The World
of Ideas
Those who will not go with the time, will go with the time !
2
3. A Social Business embraces networks of people to
create business value and outperform competition
Engaging
Transparent
Nimble
3
6. IBM Social Business Architecture for Retail & CP
IBM Social Business Architecture
Social
CRM
Collaboration
Browser Contacts Opportunities
Activities Accounts Multichannel
Notes
Products Forecasts
Management
Mobile and Offline
Social
Mobile Notes Integration Collaboration Social Funct.
Analytics
This Architecture Overview will be the final Future Status. Implementatons takes place in Phases
Retail Performance
Easy & Integrated Management
6
9. Social Analytics
IBM Cognos IBM Connections
Reports
Ad-hoc Queries Social
Analytics Blogs Activities Profiles Files
Analysis Wikis Bookmarks Communities
Dashboards
9
10. Social Analytics –Integrated capabilities of IBM Connections
Profiles Home
Find the people you need See what's happening across your social
network
Communities Social Analytics
Work with people who share common Discover who and what you don’t know via
roles and expertise recommendations
Files Micro-blogging
Post, share, and discover documents, Reach out for help or share news with
presentations, images, and more your social network
Wikis Bookmarks
Create web content together Save, share, and discover bookmarks
Activities Blogs
Organize your work and tap your Present your own ideas, and learn from
professional network others
Forums Mobile
Exchange ideas with, and benefit from Access Connections anywhere, anytime
the expertise of others with mobile & tablet access
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12. Multichannel Management
Websites
User Experience Call Center Optimizing Impressions
with Analytics
Laptops, PCs Explore
AdTarget
Impression Attribution
Search
Social
Stores Personalizing Information
Analytics
Explore
Intelligent Offer
LIVEmail
Mobile Devices
(Webseiten & Apps) Targeting Segments
Customer Attributes Analytics
(offline) Explore
AdTarget
Off-Site Impressions • CRM Data Impression Attribution
(Social Media) • Loyalty Programm Status Lifecycle
Off-Site Impressions • Scoring LIVEmail
(display-ads & andere) • Demographic Data
• etc…
12
13. Multichannel Customer Experience –Website Optimization
Usability Analytics
1. Click Heat Maps
2. Link Analytics
3. Form Field Analytics SaaS
4. Attention Map
Supports Mobile Web
+
Integrated with Tealeaf Replay
• Replay the actual session of a single user
anywhere in the process for any user
• Discover how a select user uses your site On-Premise
and compare to how most users use the
site for additional insights.
• On-premise and integrated w/ Tealeaf
solutions including SaaS-based usability
13
14. Multichannel Customer Experience –Social Media Analytics
Social Sites Benchmark Dashboards Relationship-Matrix Text Mining
Sentimental Analysis Flexible Integration of internal Advanced Searching
and external ressources
Intranet
Complaint
Web, Blogs, News, Management (Letter,
Twitter, Boards Email, Fax)
CCI
www.-Content Relational DBs (market
data, studies, CRM-
Sytems)
Call-Center Data
Snippet Overview and Details Evolving Topics Individualized Reporting
@Birk – was noch?
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16. Multichannel Customer Experience –Campaign Managem.
Manage Marketing across Multiple Interaction Channels
– Cross-channel marketing strategy is defined and planned using Unica
– Coremetrics is used to track consumer actions, and make relevant recommendations
– The e-commerce web site and order capture is provided by WebSphere Commerce
Optimize display and search results with
Coremetrics AdTarget and Coremetrics Search
Marketing messages and
campaigns are defined and
planned using Unica Campaign
Web
Mobile
Insights from Retail
social media, Store
third party Systems
websites, Store
purchase Deliver custom landing pages with targeted
history ,etc messages and promotions via WebSphere
Generate demand with Unica eMessage Commerce Precision Marketing
(email creation, delivery, tracking
Capture responses and refine
16
19. The Social Business Agenda Strategy Workshop
provides the overall business linkage for successful
Social Business transformation
Business Value Assessment (BVA)
AGENDA Solution
Strategy Workshop
Workshop Day in
Value Business
the Life
Alignment Case/ROI
Demo
What could What does How can we
or should the social financially Can you show
What is my we do with a business justify our some part of
Social social experience social the solution in
Business business look like for business my
strategy? solution? us? solution? environment?
A G E N D A
19
20. Only IBM has an Integrated Portolio of Software and Consulting Services
for End to End Social Business. IBM enables „The tranformative CMO“
Bringing
science to
the art of
digital
marketing
20
21. IBM´s own and long Social Business Experiences
makes it „As simple as possible 4U“
Are the business guidelines
for the development of
1. Theory and visualized Concepts
of Social Business
2. Architectures and Applications
to successfully implement Social Business
Improves the
Implementation Improves the
Effectiveness Implementation
efficiency
Opens the opportunity for a successfull
Integration and Implementation of
3. Experiences from the
implementation of
Social Business
21
22. If something is simple
then you can explain it to others.
Albert Einstein
Social Business on Pinterest http://pinterest.com/fjonker/social-business/
22
24. Customer Differentiation: IBM technology powers more Internet Retailer Top 500 sites than
any other Multi-Channel platform
Range Rank Company Name 2011 Report
2 Staples Inc.
7
8
Sears Holdings Corp.
Liberty Media Corp. (QVC)
WebSphere Commerce
14 SonyStyle.com powers over $27 Billion
16 *Costco Wholesale Corp.
21 L.L. Bean Inc. of Internet Retailer
22 Target Corp.
30 *Avon Products Inc. sales in the IR Top 500.
Top 33 Redcats USA
100 43 Home Depot Inc., The
45 1-800-Flowers.com Inc.
54 Scholastic Inc. This is over 2x more
56 Abercrombie & Fitch Co.
58 Follett Higher Education Group than our nearest
Disney Shopping Inc.
74
85 Northern Tool + Equipment Co.
competitor ATG ($12
86
91
Bass Pro Outdoor Online LLC
Lowe's Cos. Inc.
Billion)…
103 Harry and David Holdings Inc.
127 The Children's Place Retail Stores Inc.
137 Dillard's Inc. and more than all of
138 VF Corp.
153 LifeWay Christian Resources our main competitors
164 Coach Inc.
166 Hallmark Cards Inc. (ATG, GSI Commerce,
171 Ritz Interactive Inc.
179 Panasonic Corp. of North America Fry, and Microsoft)
196 Fossil Inc.
200 Borders Direct
COMBINED.
214 JoS. A. Bank Clothiers Inc.
238 IKEA.com
240 TimeLife.com
Top 247 BJ's Wholesale Club Two-thirds of the Top
300 252 Sam Ash Music Corp.
281 Moosejaw Mountaineering 100, and >50% of the
282 Boscov's Department Store LLC
299 West Marine Products Top 250 WebSphere
1800Mattress.com
331
332 David's Bridal Inc.
Commerce sites
Top
400
363
366
The Men's Wearhouse Inc.
Sterling Jewelers
implemented by IBM
376 Bealls Inc.
*2012 Go Live
Services.
24
25. IBM Integrated Software Solutions Portfolio
Software Solutions Group
Business Social Industry Solutions
Analytics Business
Commerce Enterprise
Content
Management
Portal
Enterp.
Marketing Man.
Commerce
25
26. Investing to Enable Our Customers
• $16B+ in 30+ Acquisitions Since 2005
• 10,000+ Technical Professionals
2012
Compensation & Sales Performance Management
Supply Chain Optimization
• 7,500+ Dedicated Consultants Price & Promotion Optimization
• Largest Math Department in Private Industry Advanced Security Analytics
Risk and Regulatory Analytics
• 27,000+ Business Partner Certifications
Social Analytics/Consumer Insight
• 8 Analytics Solutions Centers Workload Optimized Systems
• Optimized hardware and software offerings Advanced Case Management
• 100 analytics-based research assets; Content Analytics
almost 300 researchers Decision Management
Stream Computing
Pervasive Content
pureScale
pureXML
Deep Compression
Developer Productivity
Autonomic Operations
2005
26
27. New IBM Acquisitions complement and enhance our ability to deliver value to clients
Turn information into Financial risk management Financial governance Governance, compliance,
Information Optimization risk management
insights
Master data management
Sales Performance Mgmt.
Data and document capture Data warehouse appliances
Deepen engagement
B2B integration,
with customers, Web analyticsCloud-based analytics
partners, and employees Enterprise marketing
Social enterprise
Cust. Experience management Threat
management Procurement and analytics
Mgmt.
sourcing
Deliver enterprise
mobility
Mobile computing platform
Enable agile business
processes and
applications BPM for LOB Cloud integration
Optimize business
infrastructures
Enterprise asset management
Business Need
Network automation Endpoint management
Accelerate product and
Software testing
service innovation for complex systems
Manage risk, security, and
compliance *acquisitions since 2010
Security intelligence
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28. IBM´s Integrated Approach for the Mobile Enterprise
Platforms Apps
• Networks • Smarter Commerce
Vodafone
• Devices
Business • Social Business
• OS’s strategy and • BI & Analytics
planning • Etc.
Process &
transaction integrity
Full lifecycle solutions
Open cross-platform
development
End-to-end security and
management
Integration with backend systems,
enterprise data and cloud
IBM Mobile Enterprise
Open Governed Integral
28
29. IBM Mobility Apps for Social Business, Business Intelligence & Analytics and
Commerce makes you independent from your workplace
29
30. IBM Software Group,
Friedel Jonker, SCL R&CP
Career History and Education
2008- today IBM, SCL Retail & CP, Germany, Business
Development Manager IBM & SugarCRM, SCL
Travel & Transport, Business Development Manager
Analytics & PM, Managing Consultant CRM & BI
1994- 2008 Deutsche Leasing AG, S-Finance Group, Germany,
CRM & BI Business and Program Director
1990- 1994 Citicorp-Citibank AG, Germany, European Manager
Marketing Database VISA
1989- 1990 Ogilvy & Mather Dataconsult, Germany, Consultant
Database Marketing
1988- 1989 Infas, Germany, LOCAL-Direct Project manager
for SRPM with Location Intelligence (LI)
1982- 1988 University of Münster, Master of Business
Management in Marketing & Statistics
Languages and Profile
German, English (fluent).
CRM, BI/LI Strategy Leader IBM GBS Germany.
Winner of the Sales Excellence Award 2005 from the University
of St. Gallen and Handelsblatt.
Broad experience in Planning and Implementing value based
CRM & BI/LI Strategy, Processes, Architecture and Systems.
Member of the MIT, Member of the Sales Executive Councile and
member of Marketing Alumni, University of Münster, Germany
30
31. References –Literature and Presentations 1994-2012
Database Marketing (1994-2000)
• Neue Informationsqualität für das VISA Kartenmanagement der Citicorp, in: Oracle Finanzwelt, 1994
• Database Marketing bei der Deutschen Leasing AG, in: Jahrbuch 2000, Deutscher Direktmarketing Verband e.V.
CRM (2001-2007)
• Von Database Marketing zum CRM, in: Computerwoche, 19/2001
• Customer Relationship Management, Bericht über das Deutsche Leasing CRM-Projekt, in: GoAhead 9/2001, CSC- Ploenzke
• CRM – die nächste Generation, Interview mit Friedel Jonker, in: Computerwoche, 33/2002
• Mit intelligentem Database Marketing und CRM zu überdurchschnittlichem Markterfolg, in: Cognos- Kundenmagazin
• Case Study Präsentation C3M-Eagle, marcusevans, FoCus Gipfel CRM, Montreux, 19.-21. Januar 2003
• Erfolgreiches Customer Relationship Management bei der Deutschen Leasing AG, Nordakademie, Elmshorn, e-think-tank, Februar 2003
• Konflikte zwischen Vertrieb und Vertrag lösen, in: Praxismagazin für Marktkommunikation der Sparkassen-Finanzgruppe, 2004, 11. Jahrgang, Nr. 5, S 38 ff
• CRM und Sales -2 Seiten einer erfolgreichen Verbindung, im Beratungsbrief von http://www.vertriebs-experts.de , 23.03.2005
• Deutsche Leasing Gruppe: Mit Siebel/Oracle CRM-System das Neugeschäft jährlich um durchschnittlich 12 Prozent gesteigert, in: Oracle Customer
Snapshot Juli 2006
• CRM als strategisches Element der wertorientierte Unternehmensführung der Deutschen Leasing AG -7P Programm für erfolgreiche CRM-Programme –
Position_Path_Portfolio_Program_People_Progress_Performance, marcusevans, FoCus Gipfel CRM, Montreux, 14.-16. Februar 2007
• Case Study CRM bei der DL, in Kundenmanagement –Grundlagen-Strategien-Beispiele von Manfred Krafft, März 2007
Multichannel Customer Management (2008-2010)
• Vom Callcenter zum Intelligent Multichannel Customer Management Center, IBM Callcenter Circle, Hamburg HASPA, Mai 2008
• Business Intelligence und Performance Management in der Finanzverwaltung, IT & Business Messe Stuttgart, October 2009
http://fjonker.wordpress.com/2009/10/12/it-business-cio-des-bundes-bei-ibm-cognos/ , Staatssekretär Dr. Hans Bernhard Beus, CIO des Bundes
• Neue Technologien schaffen eine Demokratisierung der Information, Initiative Mittelstand http://www.imittelstand.de/themen/topthema_100288.html ,
16.11.2009
Integrated Realtime Corporate Management (2010-2011)
• Integrierte Echtzeit Unternehmenssteuerung (IEU), IBM Partner Channel Kick Off Berlin, Januar 2010, Salesforce.com Cloudforce2 Frankfurt, März 2010,
Teradata Enterprise Intelligence Summit Berlin, April 2010, IBM Partner University-Frankfurt, April 2010, Bechtle Partner Präsentation Mannheim, Juni 2010,
FuM Partner Präsentation Stuttgart, Juli 2010
• Integrated Realtime Corporate Management (IRCM), IBM Europe & Asia IT Architects University Stuttgart, April 2010
• Integrierte Echtzeit Unternehmenssteuerung –IBM Synergy Play, SAP-DSAG Nürnberg, September 2010, IBM ISV Technical Executive Forum Ehningen,
Oktober 2010, Institut für BI Stuttgart, Dezember 2010
Social Business, Social CRM and Cloud (2011-YYYY)
• Die Rolle von Analytics für Social Software Business, IBM Social Business JamCamp, Frankfurt, October 2011
• SUGARCRM on IBM Social Business Overview @CeBIT 2012, Hannover, März 2012, IBM Partner Event, Kaprun, März 2012
• Social Collaboration and Social CRM in the Secure Cloud today, bwcon: Dialog @IBM 2012, Ehningen, April 2012
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32. Friedel Jonker Wilhelm-Fay-Strasse 30-34
Dipl.-Kaufmann D-65936 Frankfurt
Software Client Leader
Retail & CP Phone (+49)-69-6645-1227
IBM Software Group Fax (+49)-69-6645-5640
Mobile (+49)-160-9638657
Jonker@de.ibm.com
More information from IBM and me. Look at Xing, Linkedin, Youtube,
Twitter, Scribd, Slideshare, Lotus Greenhouse and Pinterest.
Selection of Companies on my Networks:
http://pinterest.com/fjonker/ 3M, Amadeus, Ameriprise, Booz & Company, Citigroup,
Daimler, Deutsche Bank, Deutsche Telekom,
Join my Networks as Philip Kotler (North.West.Uni), Manfred Krafft (WWU Münster),
Thomas H. Davenport (Babson College), Peter Weill (MIT), Jeanne W. Ross (MIT), Deloitte & Touchee, Ernst & Young, IBM, Lufthansa,
Andrea Back (St. Gallen), Jon Katzenbach (Booz), Genie Z. Laborde (I.D.E.A.), McKinsey, Nokia, O2, REWE, Samsung, Sears,
Daniel Pink, Ross Dawson (AHT) Charles Savage (KEE), Soumitra Dutta (INSEAD) Siemens,
Chuck House (Stanford Uni.), Thomas Hutzschenreuter (WHU), Gunter Dueck (IBM), Swisscard, Thomas Cook, TUI, Vodafone, Volkswagen
David Croslin and other leading Thinkers and Practitioners have already done it. and more.
Business is People ☺
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