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1
How IBM is Unifying the
Customer Journey with
Personalization
Suman Patnaik & Wes McCabe
October 2019
2
Wes McCabe
Senior Product Marketing
Manager
Suman Patnaik
Global Lead, Web Experience and
Content Analytics
Introductions
3
Housekeeping
● We are recording this webinar
● You’ll receive the recording and slides
● We’ll answer all questions at t...
optimizely.com/digital-change-agents/
5
Agenda
● Introduction
● About Optimizely
● IBM’s Journey
● Q&A
Revenue, share of wallet, funnel conversion, risk
mitigation, ops efficiency
What
We Do Next gen “Test and Learn” platform...
1MEXPERIMENTS RUN
1BEXPERIENCES PER DAY EVENTS HANDLED PER DAY
6B
24OF FORTUNE 100
80NPS FOR TECH.
SUPPORT
OF THE INTERBRA...
What
We Enable
+2,000
+51%
+$21M
+19%
+28%
Improved subscription
acquisition
Users Scale and agility
of experiments; users...
Experimentation: Testing variations of digital experiences
with real users and deploying what wins
+21%
-5%
Personalization: Deliver the best digital experience for
each audience you serve.
+9%
MEN
+11% WOMEN
11
A/B Testing
Find the average-best experience
Personalization
Deliver the best experience for each
visitor
12
“In the online world, businesses have the opportunity to
develop very deep relationships with customers...so that
you c...
Chapter 1 How do you begin?
14
Experiments Created per Year
2015 97
Program Roll-Out
Pre-Marketing
A/B Tests Personalizati...
Scaling a mindset of web experimentation at
IBM has required significant cultural shift
15
PAST
The challenge that was blo...
Chapter 2 How do you scale?
16
2017
2018
679
2,615
Experiments Created per Year
2016 512
2015 97
Program Roll-Out
Pre-Mark...
17
CMO Support
IBM CMO Michelle Peluso kicked off
the Quarter of Client-Centricity in Q2
2018.
Making the Marketer
We kick...
A decentralized program allowed marketers to
embrace their successes and reframe failures
18
Make testing a part of the ca...
Chapter 3 Go from counting to culture
19
2017
2018
679
2,615
Experiments Created per Year
2016 512
2015 97
Program Roll-Ou...
A cultural shift from optimizing web pages in silos
to connecting the digital journey
20
Dynamic
Ad Creative
Ad
Lorem
ipsu...
Optimizing not only one web page but connecting the digital journey
21
Full creative execution of
Cloud Narrative included...
22
“2019 focuses on journey unification
through personalization on scale”
Chapter 4 How do you make this matter
for business outcomes?
23
We are always re-assessing the impact of our web presence
24
Personalization
Design Language
Enterprise Architecture
SEOJo...
Working towards 2020 web innovations like
always-on personalization built into the CMS
25
Always-On Personalization
Custom...
26
“If you want to build a ship,
don’t drum up the people
to gather wood, divide the
work, and give orders.
Instead, teach...
Thank You!
How IBM is Unifying the Customer Journey with Personalization
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How IBM is Unifying the Customer Journey with Personalization

When IBM started using Optimizely in late 2015, they were running less than a hundred experiments a year. Fast forward to today and they’re on track to run well over 3,000 a/b tests and personalization campaigns this year. In this webinar you’ll get a behind the scenes look at how the testing Center of Excellence (COE) at IBM empowers one of the world’s largest marketing organizations to achieve digital excellence.

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How IBM is Unifying the Customer Journey with Personalization

  1. 1. 1 How IBM is Unifying the Customer Journey with Personalization Suman Patnaik & Wes McCabe October 2019
  2. 2. 2 Wes McCabe Senior Product Marketing Manager Suman Patnaik Global Lead, Web Experience and Content Analytics Introductions
  3. 3. 3 Housekeeping ● We are recording this webinar ● You’ll receive the recording and slides ● We’ll answer all questions at the end
  4. 4. optimizely.com/digital-change-agents/
  5. 5. 5 Agenda ● Introduction ● About Optimizely ● IBM’s Journey ● Q&A
  6. 6. Revenue, share of wallet, funnel conversion, risk mitigation, ops efficiency What We Do Next gen “Test and Learn” platform for enterprise- wide digital experience optimization Over 1B impressions daily Replaces Digital Guesswork With Evidence-based Optimization Digital Experimentation SaaS Platform Apply the scientific method to “at-scale” business decision making. 20X increase in Yield
  7. 7. 1MEXPERIMENTS RUN 1BEXPERIENCES PER DAY EVENTS HANDLED PER DAY 6B 24OF FORTUNE 100 80NPS FOR TECH. SUPPORT OF THE INTERBRAND 40% Optimizely is the World’s Leading Experimentation & Personalization Platform
  8. 8. What We Enable +2,000 +51% +$21M +19% +28% Improved subscription acquisition Users Scale and agility of experiments; users incremental in revenue Improved Driver Acquisition increase in cross-sell performance
  9. 9. Experimentation: Testing variations of digital experiences with real users and deploying what wins +21% -5%
  10. 10. Personalization: Deliver the best digital experience for each audience you serve. +9% MEN +11% WOMEN
  11. 11. 11 A/B Testing Find the average-best experience Personalization Deliver the best experience for each visitor
  12. 12. 12 “In the online world, businesses have the opportunity to develop very deep relationships with customers...so that you can use that individualized knowledge of the customer to accelerate their discovery process.” Jeff Bezos “Accurately predicting the movies Netflix members will love is a key component of our service” Neil Hunt, Chief Product Officer The value of personalization is in the trillions of dollars Personalization at scale has the potential to create $1.7 trillion to $3 trillion in new value. Based on projections by McKinsey Global Institute
  13. 13. Chapter 1 How do you begin? 14 Experiments Created per Year 2015 97 Program Roll-Out Pre-Marketing A/B Tests Personalization
  14. 14. Scaling a mindset of web experimentation at IBM has required significant cultural shift 15 PAST The challenge that was blocking adoption in 2015? It was a centralized program owned by one person – resulting in an undemocratic process for a practice meant to be collaborative. Hey there, Ari! How are you doing?
  15. 15. Chapter 2 How do you scale? 16 2017 2018 679 2,615 Experiments Created per Year 2016 512 2015 97 Program Roll-Out Pre-Marketing Program Roll-Out Post-Marketing A/B Tests Personalization
  16. 16. 17 CMO Support IBM CMO Michelle Peluso kicked off the Quarter of Client-Centricity in Q2 2018. Making the Marketer We kicked off a worldwide tour to bring best practices from all disciplines, including experimentation, to every marketer. 2018 CHQ Contest 2018 saw immediate adoption of personalization, yielding many novel ideas worldwide, with support of newly launched CoE. 2018: Review of a year in experimentation
  17. 17. A decentralized program allowed marketers to embrace their successes and reframe failures 18 Make testing a part of the campaign planning & content optimization process. Testing & Personalization Center of Excellence guides marketing teams at all levels of proficiency. Understand the drivers of performance and the areas of opportunity. Iterate on experiments & always learn from previous results.
  18. 18. Chapter 3 Go from counting to culture 19 2017 2018 679 2,615 Experiments Created per Year 2016 512 2015 97 Program Roll-Out Pre-Marketing Program Roll-Out Post-Marketing A/B Tests Personalization 2019 YTD 2,179 ?
  19. 19. A cultural shift from optimizing web pages in silos to connecting the digital journey 20 Dynamic Ad Creative Ad Lorem ipsum ad finis CTA Image Ad Ad Ad Personalized Page Nurture
  20. 20. Optimizing not only one web page but connecting the digital journey 21 Full creative execution of Cloud Narrative included both prospecting and retargeting with differentiated creative Application Innovation Data & AI Multi Cloud Display banner1 Prospecting Retargeting On-site personalization2 https://www.ibm.com/cloud/yourcloud/
  21. 21. 22 “2019 focuses on journey unification through personalization on scale”
  22. 22. Chapter 4 How do you make this matter for business outcomes? 23
  23. 23. We are always re-assessing the impact of our web presence 24 Personalization Design Language Enterprise Architecture SEOJourney Analytics & Data Product Marketing Multiple go-to market strategies and supporting platforms Web Simplification Governance Standards Integrated platform Centralized web strategy
  24. 24. Working towards 2020 web innovations like always-on personalization built into the CMS 25 Always-On Personalization Customizing next best action for visitor to take based on journey and behavior Recommended for you The IBM z14 family of servers is the core of trusted digital experiences. Technology challenge?Ask a bona fide expert at no cost. Hear real-world successes with the secure and scalable and IBM Z 1 2 3 Page experience Authoring experience Platform foundations
  25. 25. 26 “If you want to build a ship, don’t drum up the people to gather wood, divide the work, and give orders. Instead, teach them to yearn for the vast and endless sea.” – Antoine de Saint-Exupéry, the author of The Little Prince
  26. 26. Thank You!

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