Posts Tagged ‘unica’
Remember that team of blackjack-playing cohorts from MIT in the book (and, later, movie) “Bringing Down The House,” who fleeced a number of Vegas casinos before they were invited never to grace their gambling doors again?
Well, IBM executive and Unica co-founder Yuchung Lee was one of those who was asked not to come back. Permanently.
Which is okay by those of us at IBM, as we’re keeping him way too busy to bother with card counting.
Instead, Lee’s mathematical prowess is being applied to help companies improve their marketing capabilities, a key ingredient in the IBM Smarter Commerce soup.
Doubling Down On Enterprise Marketing Management
As Lee explained in his keynote session this afternoon here in Madrid, “this is the first time we’re bringing together Coremetrics and Unica.” He also highlighted the fact that out of the 1,700 participants here at the Summit, over 1,000 are marketeers!
Lee provided a broad overview of the Enterprise Marketing Management portfolio at IBM, explaining that “we’ve shared progress as a group within IBM over the past year,” sharing that also incorporates lessons learned from both the market and IBM customers.
“The pieces of our portfolio are better connected,” Lee explained, but also highlighted the fact that “We now have a more comprehensive suite for relevant and personalized offers across all channels, and social media,” a capability recently introduced in Unica 8.6
The social buildout also incorporates enterprise analytics, tag management, and full mobile and social market capabilities that tie more closely together the marketing automation experience with the social realm.
Acquisitions That Count
Lee also debriefed quickly on two recent acquisitions, DemandTec, which expands IBM’s EMM offerings with pricing, promotion, and product mix optimization, and Tealeaf, which rounds out IBM EMM solutions with customer experience management and analytics.
As Lee explained, “A picture’s worth a thousand words,” and that’s precisely what TeaLeaf provides, the ability to look at snapshots of individual user sessions to help determine where, exactly, it is that you’re driving them crazy with your convoluted web experience!
But where Lee really “hooked” the audience was in his observations about the Generation C customer, who is more connected and in control than ever! Did you know that 4 in 10 smartphone users search for an item in a store? Or that 77 percent of B2B buyers check with their peers before buying?
If you didn’t know that, then this is your reality check and maybe it’s time you get more focused in your own customer centricity. Marketing, Lee suggested, must “move beyond its silo and focus on business value.”
Which, he expanded, means that it must work more closely with other disciplines and functions, including merchandising, on- and offline sales, customer service, and even with IT.
Marketing must move that customer centricity beyond marketing as well, so that they understand and influence the entire customer experience, as well as “own the operational process to influence social conversations.”
But, Lee indicated, they can’t stop there. Marketing must also share customer insights with other parts of the business so that all functions can benefit from these insights.
Finally, they must extend that sharing of customer insights with other key stakeholders who can benefit: Partners, agencies, customer communities, and so forth.
Lee also explained that many organizations must adjust their marketing cultures to fully capitalize on the “Generation C” (“C” for “connected”) culture. They must build organizations that balance analytics and creative talents (easier said than done!), work with IT rather than around IT, and break down marketing siloes — digital and traditional marketing must consolidate and collaborate.
Finally, accept mistakes and learn from them, and be agile enough to iterate and improve upon them. As even Lee can explain, there are only so many opportunities to double down in blackjack, and in business.
The enterprise marketing management opportunity vis-a-vis IBM’s Smarter Commerce strategy is one of those rare opportunities.
I’m heading back to one of my favorite cities in the world in May, to Madrid.
I first visited Madrid traveling on business in June 2008, an auspicious time to be there, as the UEFA Euro 2008 tournament was quickly winding down to a conclusion.
One night, June 10th to be precise, my IBM cabal and I were looking for a small bar or restaurant to take in the Spain v. Russia match, when we heard a loud cheer go up in unison across the city.
“Spain one, Russia nil,” I announced.
That echo sent chills down my spine, as did the wild celebration later that evening after Spain trounced Russia 4-1. Spain later went on to win the whole shebang in a 1-0 final over Germany.
Anyhoo, enough reminiscing.
If you’ve never visited Madrid, I’m going to provide you with an excellent raison: The IBM Smarter Commerce Global Summit 2012.
From May 22-24, the IBM Smarter Commerce will be the most significant European gathering of marketing professionals in a single place, one filled with four days of learning, networking, and exploring best practices in the commerce realm.
If you need some convincing with your boss, download the “Top 5 Reasons to Attend.”
They go like this:
1. You get to network with Turbo.
2. You get to hang at the hotel bar with Turbo.
Oh, wait. That was a different list.
Anyway, once you preview the sessions with your boss you won’t have to do much convincing.
Here’s a couple of session titles that jumped right out at me: “Beyond Dashboards: Driving Marketing Returns With Digital Analytics.”
Or how about this one: “Tag Management Zen: Using Tags To Drive Innovation.”
Or even this: “Social Media & Mobile Marketing: Moving From Siloed to Intertwined.”
They’re going to have to drag me away kicking and screaming.
Here’s the bottom line page: Register here.
Before April 1, you only have to pay 895 Euros, at which point it goes up to 1195 Euros.
In the meantime, keep an eye out here on the Turbo blog, as I expect I’ll be passing along some travel tips (including restaurant and sightseeing recommendations) for Madrid.
Just got off a Webcast entitled “Next Generation Web Analytics,” and presented by Forrester’s John Lovett, whom had somehow had escaped my radar.
Though the Webcast didn’t cover the Unica Insight tool in any detail, it did provide an excellent overview of how organizations need to evolve and adapt if they’re to fulfill the promise of customer intelligence that can be delivered via the Web digital footprint.
The net? (My interpretation):
- Web analytics made a promise it couldn’t keep…the infinitely measureable Web didn’t materialize.
- Data collection is the root of complexity…Stop digging through the logs, you’re missing the forest for the trees.
- Value is in the empowered interpretation, not the enduring collection, of Web customer intelligence.
- The “action chasm” renders analytics inert. Need to move towards an in-dash navigation.
- Which means more data confidence is required, so folks stop questioning the accuracy and focus on the actionability.
- Orgs need to build a foundation of analytical excellence, which begins with a strategy that evolves out of guiding business objectives.
- Technology is simply the enabling factor.
Smart and somewhat self-evident stuff, but easy to lose sight of in an enterprise with lots of switches, levers, and pilots. : )