IBM 4Q 2012 Earnings Rise On Software Sales

IBM announced this afternoon fourth-quarter 2012 diluted earnings of $5.13 per share, compared with diluted earnings of $4.62 per share in the fourth quarter of 2011, an increase of 11 percent.

Fourth-quarter net income was $5.8 billion compared with $5.5 billion in the fourth quarter of 2011, an increase of 6 percent. Total revenues for the fourth quarter of 2012 of $29.3 billion decreased 1 percent (flat adjusting for currency) from the fourth quarter of 2011.

“We achieved record profit, earnings per share and free cash flow in 2012. Our performance in the fourth quarter and for the full year was driven by our strategic growth initiatives — growth markets, analytics, cloud computing, Smarter Planet solutions — which support our continued shift to higher-value businesses,” said Ginni Rometty, IBM chairman, president and chief executive officer.

“Looking ahead, we continue to invest to deliver innovations for the enterprise in key areas such as big data, mobile solutions, social business and security, while expanding into new markets and reaching new clients. We are well on track toward our long-term roadmap for operating EPS of at least $20 in 2015.”

Following are key details of 4Q 2012 earnings:

Fourth-Quarter 2012

Diluted EPS:

GAAP: $5.13, up 11 percent;

Operating (non-GAAP): $5.39, up 14 percent;

Net income:

GAAP: $5.8 billion, up 6 percent;

Operating (non-GAAP): $6.1 billion, up 10 percent;

Gross profit margin:

GAAP: 51.8 percent, up 1.8 points;

Operating (non-GAAP): 52.3 percent, up 2.1 points;

Revenue of $29.3 billion, down 1 percent, flat adjusting for currency:

Up 1 percent excluding divested RSS business adjusting for currency;

Free cash flow of $9.5 billion, up $0.6 billion;

Software revenue up 3 percent, up 4 percent adjusting for currency;

Services revenue down 2 percent, down 1 percent adjusting for currency;

Services backlog of $140 billion, flat, up $1 billion adjusting for currency;

Systems and Technology revenue down 1 percent, up 4 percent excluding RSS:

System z mainframe up 56 percent.

Full Year 2012

Diluted EPS, up double-digits for 10th consecutive year:

GAAP: $14.37, up 10 percent;

Operating (non-GAAP): $15.25, up 13 percent;

Net income:

GAAP: $16.6 billion, up 5 percent;

Operating (non-GAAP): $17.6 billion, up 8 percent;

Revenue of $104.5 billion, down 2 percent, flat adjusting for currency;

Free cash flow of $18.2 billion, up $1.6 billion;

Growth markets revenue up 4 percent, up 7 percent adjusting for currency:

BRIC countries up 7 percent, up 12 percent adjusting for currency;

Business analytics revenue up 13 percent;

Smarter Planet revenue up more than 25 percent;

Cloud revenue up 80 percent.

Full-Year 2013 Expectation:

GAAP EPS of at least $15.53 and operating (non-GAAP) EPS of at least $16.70.

Patents And Oscars

This is a big day for announcements.

First, IBM announced a record 6,478 patents in 2012, patents for inventions that will enable fundamental advancements across key domains that includes analytics, big data, cybersecurity, cloud, mobile, social networking, as well as industry solutions like retail, banking, healthcare, and transportations.

These patented inventions also will advance a major shift in computing, known as the era of cognitive systems.

This is the 20th consecutive year that IBM topped the annual list of U.S. patent recipients.

Ginny Rometty, IBM’s chairman and CEO, had this to say about the milestone:

“We are proud of this new benchmark in technological and scientific creativity, which grows out of IBM’s century-long commitment to research and development. Most concretely, our 2012 patent record and the two decades of leadership it extends are a testament to thousands of brilliant IBM inventors — the living embodiments of our devotion to innovation that matters, for our clients, for our company and for the world.”

IBM’s record-setting 2012 patent tally was made possible by more than 8,000 IBM inventors residing in 46 different U.S. states and 35 countries. IBM inventors residing outside the U.S. contributed to nearly 30% of the company’s 2012 U.S. patent output.

There was also an early morning announcement from Los Angeles, this year’s Academy Award nominees.

There was another long slate of Best Film nominees, including Amour, Argo, Beasts of the Southern Wild, Django Unchained, Les Miserables, Life of Pi, Lincoln, Silver Linings Playbook, and Zero Dark Thirty.

I’ve seen five of the nine, which puts me well ahead of where I am most years in terms of what films I have and haven’t seen.

Best Actor nominations were led by Daniel Day-Lewis for Lincoln and Bradley Cooper for Silver Linings Playbook.  If you’ve seen Lincoln, it’s hard to see how the Best Actor Oscar doesn’t go do DDL.

On the Best Actress front, the nominations were led by Juillard-trained Jessica Chastain for Zero Dark Thirty and Jennifer Lawrence in Silver Linings Playbook.  But don’t rule out Emmanualle Riva for Amour, or the chamelon-like Naomi Watts in The Impossible. In a crazy year, Quvenzhane Wallis could even walk away with the Oscar for her crazy good performance in Beasts of the Southern Wild, one of the most unique, imaginative films I’ve seen in years.

Quentin Tarantino got a nomination for Django Unchained in the Best Original Screenplay category, but I think that one is there for the taking by Mark Boal, screenwriter for Zero Dark Thirty.

Congrats to all this year’s nominees.  As a big movie fan myself, looking at that slate of Best Pic nominees, you realize what a strong movie year it’s been.

Finally, on the topic of movies, if you’re a big movie fan, check out Stephen Rodrick’s piece in The New York Times magazine about the trials and tribulations renowned screenwriter-director Paul Schrader (Taxi Driver, Raging Bull, Affliction, et al.) had financing and making his new film, The Canyons, which stars that ever-intemperate actress Lindsay Lohan.

Meanwhile, below I’ve included a nice video clip summarizing IBM’s 20 successive years of patent leadership, and you can learn more about IBM’s patent efforts on our Tumblr site.

Holiday Shopping And Streaming

Santa brought Turbo a new (used) set of vintage 1988 Ben Hogan “Redline” blade golf clubs…whether or not they’ll do anything to help lower his handicap remains to be seen!

Well, I hope you and yours are having a happy holiday season, wherever in the world you may be.

I just returned from a wonderful visit to see my parents and some extended family up in my hometown of Denton, Texas, where we were treated to our first white Christmas in three years, the snow billowing down starting around mid-day Christmas Day, and plunging the Dallas/Ft. Worth roads into a virtual ice skating rink.

As for the Christmas holiday shopping season, Sarah Perez with TechCrunch just reported that Amazon.com once again came out on top, in terms of online satisfaction.

No big surprise there.  I conducted a large portion of my own holiday shopping via Amazon, and received everything I ordered within a few days. I also treated myself to a set of Ben Hogan 1988 “redline” blade golf clubs, which I discovered on eBay for a very agreeable price. Unfortunately, the weather in Texas has kept me off the golf course (now back in Austin, I hope for that to change in the next few days!).

Of course, if you were trying to watch movies on Netflix on Monday, you might have found yourself watching a blank screen. Due to an Amazon Web Services outage, Netflix viewers were treated to bags full of coal starting around 3:30 PM on Monday, AWS’s third major outage this year.

Myself, I went on a “Redbox” binge over the holiday, discovering some recent titles for $1.20 a pop (including the latest Spiderman!), only to discover they’ll be bringing some competition to the streaming realm with the introduction of “Redbox Instant,” expected to go into private beta sometime soon. Redbox Instant is expected to match Netflix’s monthly streaming subscription price of $8 U.S.

Whatever your preference, it certainly looks like more and more Americans will be viewing filmed entertainment on devices other than their TVs. Another TechCrunch story reports that one in four Americans now owns a tablet computing device, with such devices now even having overtaken the number of e-reading devices like the Kindle (again, I did my fair share here over the holidays, giving out two Kindle Fire HDs as family gifts. Now I can only cross my fingers my family will use them!)

Regardless of your preference, the story goes on to say that one in three people in the U.S. now owns some kind of tablet or e-reading device, and this data before the full gamut of holiday shopping data has hit analysts’ spreadsheets.

One such analyst, Strategy Analytics, has Apple’s iPad still leading the pack, with Amazon and Samsung quickly narrowing that lead.

So what did Santa bring YOU for Christmas, and better yet, what did Santa YOU give others???

Planes, Trains, And Twitter

When I lived in NYC, I used to start most of my Thanksgiving and Christmas holidays at Laguardia, JFK, or Newark airports.

That was just part of the deal every holiday season if I wanted to get home and see my friends and family back here in Texas.

But this was long before there was a Twitter or a Facebook where I could vociferously complain to the public at large about the cheapstake airline giving me an ancient, small package of peanuts while seating me next to Chucky the whining infant.

Flash forward…as in, to the present day. Despite the looming snowstorms and crowded skies and congested roads and expensive airfares, IBM conducted a recent analysis of social media sentiment which suggests that Americans are increasingly optimistic about traveling.

I know, it’s difficult to believe, but there it is.

In particular, the “Desire Ratio” — the proportion of positive versus negative comments — indicates that people are “looking forward” to holiday travel by a factor of 26 to one (well, everyone except for those who are hitchhiking).  To which I can only comment most of these respondents must not have any in-laws.

This delta represents a spike in positive sentiment nearly 12 times greater in 2012 versus 2011.

According to the IBM Social Sentiment analysis, there was also an increase in the volume of positive conversations about flying, driving and spending time with family and friends, among others.

For example, the IBM “Desire Ratio” for flying indicated that comments are roughly 2.5 times more positive about travel in the 2012 holiday season. This increase could possibly be attributed to the Cyber Monday deals that airlines ran this year (“Sit In The Baggage Compartment And YOUR BAGS FLY FREE!”)

Positive sentiment associated with driving also increased 13 percent.  That one, I completely don’t understand.  I don’t like driving.  I’d rather sit next to Chucky the whining infant on an airplane than have to drive anywhere

Why, you ask?  Let me demonstrate via some basic math: 500 MPH versus 75 MPH.  Does that clear things up?

So by now, you’re probably wondering to yourself “why measure all this in the first place?”

Because, we have a bunch of really smart people inside IBM who need something productive to do as we get closer to the holidays.

But, we also recognize that measuring public sentiment can help travel industry chief marketing officers customize incentives and services to be more in tune with what customers are asking for, using what they learn from social data to tailor their offerings to address fast-moving trends and real time customer needs.

“Measuring social sentiment has the potential to enable the travel industry to literally design travel offers and services tailored to what travelers are telling us,” said Raul Arce, vice president, travel & transportation, IBM. “Big data has the power to transform the travel industry for the airlines, hotels and other travel providers that can translate customer desires into irresistible offers that they will welcome.”

About The IBM Social Sentiment Index 

The IBM Social Sentiment Index combines sophisticated analytics and natural language processing technologies to gauge consumer public opinions from Twitter, blogs, message boards and other social media.

In this instance, the Index was used to measure and understand consumer views around the holiday travel season in the United States from the period of December 1 – December 10 in 2012 and 2011.

The volume of conversation about flying as the holidays approach is up 10 percent in comparison to last year (38 percent in 2012 vs. 28 percent in 2011).

This enthusiasm is not limited to those who have confirmed travel plans. A possible window of opportunity exists for businesses to influence last-minute customer travel-related decisions. Anecdotally, around one quarter of online holiday travel conversations suggested that an itinerary had not been finalized.

The analysis also surfaced insight into trends and topics related to flying this holiday season. Top of mind for travelers are airline loyalty programs and best ways to convert miles, possible fuel surcharges likely related to the price of fuel, and what to do with pets while on vacation.

While it might seem like “noise” that there is a cluster of social conversation around potential travelers and their animals, it could signal an emerging trend — or niche demographic — that pet-friendly hotels or airlines could capitalize on through additional promotional activities or special offers directly tied to the holiday season for pet owners.

Additional insights from the IBM Social Sentiment Index for holiday travel include:

• Negative sentiment related to gas prices is on a downward trend, which will likely contribute to the number of people traveling. 
• While only a small sample size, sentiment around travel providers’ mobile experiences such as smartphone apps and websites is on an upward trend. The amount of those conversations increased 40 percent year over year.
• Conversations about the word “travel” during the studied time period increased 75 percent
• Measurement of sentiment suggested that fewer people are canceling their plans for the 2012 holidays with a decrease of 19 percent in negative sentiment this year.
• The Index recorded a decrease in conversation volume from 2011 to 2012, possibly attributable to the additional weekend between Thanksgiving and Christmas this year. Early holiday social chatter in December also suggested people were more focused on holiday preparation than travel plans.  

The wealth of online content around travel — from traveler review sites to public conversations on Twitter and Facebook — has become very influential in how people determine their travel plans.

Understanding the positive, neutral and negative nuances of their conversations and who is influential can help airlines, hoteliers and other travel service providers market better products and services to their customers.

It might also someday earn you a bump up to first class…just don’t hold your breath.

The SMB IT Spending Zeitgeist

Click to enlarge. In Spiceworks’ “State of SMB IT 2H 2012” survey, mobile is moving on up. Tablets continue to grow in SMBs and in the last 6 months, adoption has tipped to over half (53%) of SMBs supporting tablets on their networks. The number of companies supporting tablets (53%) is on the verge of reaching the 59% of
companies who manage smartphones on their networks. Larger organizations are driving this trend towards more tablets in the workplace.

It’s that time of year.  Google has released its 2012 Zeitgeist, telling us what’s on the minds of the world’s searchers.

Facebook, not to be out done, has released the Facebook Year In Review, “a look back at the people, moments and things that created the most buzz in 2012 among the billion people around the world on Facebook.”

Now, go and ask folks what they think about Facebook’s everchanging privacy controls, and we’ll see if the Facebook Year In Review gets soon revised.

But I’m actually more interested in a big report from a small, but growing networking software and social business upstart located right here in Austin, Texas.

Spiceworks connects 2.2 million IT professionals with more than 1,300 technology brands, and offers its IT management software through a novel ad-supported model. In turn, it claims to “help businesses to discover, buy and manage $405 billion worth of technology products and services each year.”

Spiceworks just released its semi-annual “State of SMB IT Report,” a collection of statistics, trends and opinions from small and medium business technology professionals from amongst their community.

This December’s study is the seventh edition, and claims to “keep the pulse on the happenings of small and medium business IT professionals and IT departments.”

First, I’m just happy to discover they still have a pulse.

The National Federation of Independent Business’ “Small Business Optimism Index,” which is reported monthly, indicated in its November report one of the steepest declines in its history. In fact, it has reported a lower index value only seven times since it first conducted its monthly surveys in 1986.

The Index dropped a full 5.6 points in November, bottoming out at 87.5 (In 2000, by juxtaposition, it was well above 100), indicating something was rotten in November. The Index’s own Web statement suggested “it is very clear that a stunning number of [small business] owners…expect worse business conditions in six months,” and that nearly half are certain things will be worse next year than they are now, with a head nod to the looming fiscal cliff talks, the promise of higher healthcare costs, and the “endless onslaught of new regulations.”

Chicken Little, the SMB sky is falling!

Clouds, Virtualization, And Tablets Are Driving The SMB IT Spending Bus

But fear not, the SMB adoption of new technology is riding to the small business rescue, or so suggests the Spiceworks SMB IT study.

The headlines? Though IT budgets are on the rise in the SMB, hiring new staff is at a standstill. But for those still standing, in the last six months, SMBs adopted tablets and cloud services in fast-growing numbers.

Here are the four key findings:

• Tablet adoption keeps its momentum and nears smartphone levels. Hardware maintains the lion’s share of IT spend in the SMB.
• Adoption of cloud services spikes; desktop virtualization shows strong potential. (Can you say “Go long on VMWare??”)
• IT budgets reached their highest point in the last three years, while hiring freezes are up.
• BYOD is still a hot topic, though IT pros are split on the issue.

Diving down a bit, on the subject of tablets, 53 percent of SMBs now support tablets on their network, making them almost as popular as smartphones at 59 percent.

Cloud services are now used by 62 percent of SMBs, up from 48 percent in the first half of 2012.

With respect to IT budgets, they’re on the rise, averaging $162K, up from $152K in 1H 2012. But only 26 percent plan on hiring IT staff in the second half.

And on BYOD, whlie 14 percent fully embrace the trend, 32 percent say it works well for some devices, but not for others. Digging deeper, I discovered that smartphones led with 81 percent BYOD support, while tablets only garnered 62 percent.

And somewhat ironically, there’s more support for BYOD in much smaller organizations (defined here as less than 20 employees) than larger ones (50 percent in those above 250 employees).

I would encourage you to go here and register to download the full report, but the top line is this: If you’re an IT vendor looking for budget flush at the end of 2012, desktops, laptops, and servers are certainly low-hanging fruit, with tablets bringing on the most growth.

And on the software front, be on the lookout for disaster recovery and storage solutions (an IT mainstay through downturns), cloud-based solutions, and virtualization software.

Whatever you do make, just make sure you make those new purchases with “Gangnam Style” — and if you have no idea of what I’m referring to, see above with regards to the 2012 Google Zeitgeist!

New IBM Study: The Business of Social Business

IBM’s recent study on “The Business of Social Business” revealed three major areas where organizations can most effectively apply their social business investments. The study surveyed more than 1,100 businesses worldwide, and included extensive interviews with more than two dozen widely recognized leaders in social business. You can find a link to a downloadable version of the study later in this blog post.

If you’ve been looking for a study that will help you better understand how organizations around the globe are viewing the opportunity social business presents as a fundamental way by which to rethink and overhaul how they conduct their business operations in the social age, IBM has something for you.

Earlier today, we released the new IBM Institute for Business Value study entitled “The Business of Social Business.”

This was a survey conducted of more than 1,110 businesses around the world, and with extensive interviews with more than two dozen recognized global leaders in social business. Many of those executives explained to IBM that, in fact, social business is gaining traction in their organizations.

Top line, 46 percent of the companies surveyed increased their investments in social business in 2012, and 62 percent indicated they were going to increase their expenditures in the next three years.

As the executive summary of the report stated, “The question surrounding social media today is not whether you are doing but, but whether you are doing enough.

Getting your 100,000th “Like” on Facebook, or having your latest pearl of wisdom retweeted 200 times an hour is all well and good, but are these activities driving revenue, attracting talent, and bridging the collaboration gaps in your organization?”

Is your use of social media allowing your organization to engage with the right customers, improve their online experience, and tap into their latest insights and ideas?

And does your social approach provide your customer-facing representatives with the ability to search the globe for expertise or apply learnings?

For far too many organizations, the answer are, “not yet.”

What IS Social Business?

IBM defines social business as embedding tools, media, and practices into the ongoing activities of an organization. It enables individuals to connect and share information and insights more effectively with others, both inside and outside the organization.

Social business tools facilitate engagement in extensive discussions with employees, customers, business partners, and other stakeholders and allow sharing of resources, skills and knowledge to drive business outcomes.

And what’s the upside? Top-line growth for social business users can improve between 3 and 11 percent, according to a recent study from the McKinsey Global Institute, and productivity can be enhanced by between 2 and 12 percent.

I’ll hand you off to a link of the full study later, but to net out the findings, IBM’s survey and interviews revealed three major areas where organizations apply social business investments (see graphic above):

• Create valued customer experiences
• Drive workforce productivity and effectiveness
• Acclerate innovation

Shifting Towards Sales And Service

For those who have been involved in the social media realm to date, it’s important to note that social business is about moving beyond basic promotional activities to encompass the entire customer lifecycle, including lead generation, sales, and post-sales service.

The IBM study had a sub-sample of clients with some social business experience which revealed that while the percentage of companies expecting to use social business for promotional activities will rise slightly, from 71 percent today to 83 percent in the next two years, the number of companies expecting to use social approaches to generate sales leads and revenue will increase dramatically.

How companies are using social business capabilities is evolving rapidly. As you can see in the graphic, it is moving beyond basic promotional activities to encompass the entire customer lifecycle, including lead generation, sales, and even post-sales service.

Today, 51 percent use social approaches for leads and revenue, while 74 percent plan to get on board in the next two years.  Post-sales support is also expected to increase, from 46 today to 69 percent over the next two years (see graphic entitled “Users of Social Business”).

Getting Started With Social Business

Regardless of where your organization is in its own social business journey, the use of social business practices is a transformation that leads toward new ways of working.

IBM’s research revealed three essential actions to be taken across the enterprise, from the CEO’s office to the farthest corner of the organization.

1. Develop social methods and tools to create consistent and valued customer experiences.
2. Embed social capabilities to drive workforce productivity and effectiveness.
3. Use social approaches to accelerate innovation.

If you’re interested in reading the full study, you can register to download it here.

As IBM’s vice president for social business, Sandy Carter, explained in the video interview below during our recent interview at the IBM Interconnect in Singapore, “culture eats strategy for lunch.” Sandy offered up some great advice on world-class social business practices, as well as how companies and individuals can better establish their brands in an increasingly crowded social marketplace.

Live @ Information On Demand 2012: A Q&A With Nate Silver On The Promise Of Prediction

Day 3 at Information On Demand 2012.

The suggestion to “Think Big” continued, so Scott Laningham and I sat down very early this morning with Nate Silver, blogger and author of the now New York Times bestseller, “The Signal and the Noise” (You can read the review of the book in the Times here).

Nate, who is a youngish 34, has become our leading statistician through his innovative analyses of political polling, but made his original name by building a widely acclaimed baseball statistical analysis system called “PECOTA.”

Today, Nate runs the award-winning political website FiveThirtyEight.com, which is now published in The New York Times and which has made Nate the public face of statistical analysis and political forecasting.

In his book, the full title of which is “The Signal and The Noise: Why Most Predictions Fail — But Some Don’t,” Silver explores how data-based predictions underpin a growing sector of critical fields, from political polling to weather forecasting to the stock market to chess to the war on terror.

In the book, Nate poses some key questions, including what kind of predictions can we trust, and are the “predicters” using reliable methods? Also, what sorts of things can, and cannot, be predicted?

In our conversation in the greenroom just prior to his keynote at Information On Demand 2012 earlier today, Scott and I probed along a number of these vectors, asking Nate about the importance of prediction in Big Data, statistical influence on sports and player predictions (a la “Moneyball”), how large organizations can improve their predictive capabilities, and much more.

It was a refreshing and eye-opening interview, and I hope you enjoy watching it as much as Scott and I enjoyed conducting it!

Live @ Information On Demand 2012: Smarter Marketing Analytics

Big Data is the digital convergence of structured and unstructured data. Those organizations that can capture and analyze their data, regardless of what type, how much, or how fast it is moving, can make more informed decisions. At Information On Demand 2012 today in Las Vegas, IBM announced a new digital marketing system to help CMOs conduct smarter marketing analytics.

The news dam has begun to break at the IBM Information On Demand And Business Analytics Forum here in Vegas.

One of the highlights of today’s announcement was IBM’s unveiling of a new digital marketing system and big data software designed to help organizations gain actionable insights.

These tackle the most pressing big data challenges facing organizations today — accessing and gaining intelligence into an enormous stream of data generated from mobile, social and digital networks.

Big Data for Chief Marketing Officers 

The emergence of big data technologies is driving the transformation of marketing for every channel. Chief Marketing Officers (CMOs) are now responsible for analyzing consumer demands from social media, mobile devices, and traditional channels and align these demands with product development and sales.

The new IBM Digital Analytics Accelerator helps CMOs tap into consumer sentiment to create targeted advertising and promotions, avoid customer churn, and perform advanced Web analytics that predict customer needs.

Now, CMOs can bring advanced analytics to all their social media, web traffic, and customer communication behind their own firewall.

The industry’s first big data solution in the digital marketing arena is powered by Netezza and Unica technologies. With this integrated offering that includes the recently announced PureData System for Analytics, clients can run complex analytics on petabytes of data in minutes, and arm marketing professionals with instant insights.

CMOs can use new insights to accelerate marketing campaigns and better meet consumer needs based on the broadest range of data.

Trident Marketing: Gaining Visibility Into Consumer Behaviors

For Trident Marketing, a direct response marketing and sales firm for leading brands such as DIRECTV, ADT and Travel Resorts of America, performing analytics on big data has helped the company gain unprecedented visibility into consumers — from predicting the precise moment in which to engage with customers to anticipating the likelihood a customer will cancel service.

Working with IBM and partner Fuzzy Logix, the company has realized massive growth including a tenfold increase in revenue in just four years, a ten percent increase in sales in the first 60 days, and decreased customer churn by 50 percent.

Back To School Goes In For Analysis

Jay Henderson told us in his recent interview that IBM would soon be building upon its Holiday Benchmark e-commerce trend analysis for the holiday shopping period with the addition of a “back-to-school” analysis.

Alas, Rodney Daingerfield is no longer with us, but the IBM Benchmark can be your roommate this go ’round, the only analytics-based, peer-level benchmarking solution that measures online marketing results from the web sites of more than 500 leading U.S. retailers.

Here’s a snapshot of the back-to-school trends:

• July and August Online Sales: Overall sales for July increased more than 11 percent over July 2011 while August slowed with sales up 3.9 percent compared to last year.
• Social commerce: In July, shopper referrals to retailer sites from social networks generated 1.6 percent of all sales, an increase of 25.1 percent over last year. This trend continued in August reaching 1.8 percent, an increase of 69.7 percent over the previous year.
• Mobile commerce: Mobile commerce remains strong with sales from mobile devices reaching 15.7 percent in July and 15.4 percent over the month of August.

As for vertical industries the following categories experienced success over this timeframe:

• Home goods: In July online sales grew by just over 30 percent and 25.5 percent in August with consumers shifting some back to school purchases toward the home. Over this period mobile sales also thrived, reaching 19.1 percent in July and topping out at 20.1 percent in August.
• Department stores: Online sales grew 22.1 percent in July and 28.7 percent in August. Over this period mobile sales were strong, hitting 19.2 percent in July and 18.9 percent in August
• Apparel stores: Online sales were up 9.2 percent in July and 9.8 percent in August. Over this period mobile sales reached 15.1 percent and 16.4 percent in August. Apparel stores also experienced strong social commerce with shoppers referred to their sites from social networks generating 1.4 percent of all sales in July and 2.2 percent in August, up more than 113 percent over 2011, more than any other industry.
• Office Supplies/Electronics: Online sales grew by 6.3 percent in July while dropping by .92 percent in August. Mobile sales reached 5.7 percent in July remained steady in August a 5.9 percent.

Part of IBM’s Smarter Commerce initiative, the IBM Benchmark provides intelligence on how consumers are responding to the products and services being offered to them.

With these insights CMOs and teams gain deeper insight into each customer which they can use to present personalized recommendations, promotions and other sales incentives across the wide variety of channels—including social networks and mobile devices.

What’s It All Mean?

While U.S. consumers shopped this July and August, they were not buying clothes and notebooks for their children but rather items for the home.

According to findings, the biggest retail gains this back to school shopping season came from home goods purchases which increased 30 percent in July and more than 25 percent in August over their respective months in 2012.

While experts speculate that consumers were holding off on back to school purchases to eye the choices of their peers, social networks appeared to drive purchases with social sales increasing 69.7 percent. 

The social influence was especially apparent when it came to apparel, where shoppers referred to online stores through social networks generated a 2.2 percent of all sales in August, an increase of more than 113 percent over 2011.

Mobile commerce also continued to grow with sales increasing 15.7 percent in July and 15.4 percent in August. For home goods mobile sales reached a high of 20.1 percent.

The growing influence of both mobile and social media further validates the need for a Smarter Commerce approach that helps retailers attain, understand, and act — in real-time — on deep insights about their customers in order to meet the unique needs of each.

“When I speak to executives at the leading companies, one of the discussions that continues to come up most frequently is around harnessing big data and their efforts to try and understand how to take all the noise and word of mouth that is being generated and make sense of it,” explained W. “RP” Raghupathi, Professor of Information Systems, School of Business, at Fordham University.

“Today, with so many consumers shopping and sharing their opinions online, we are seeing more and more retailers tap into the power of sophisticated analytics technology to help them react faster to evolving trends and customer needs.”

Read this blog post from IBM’s Mike Rhodin (or better yet, watch the video interview we conducted with him in Madrid this past May) to learn more about “insight-driven” computing and IBM’s Smarter Commerce initiative.

Live @ IBM Smarter Commerce Global Summit Orlando: Twitter Editorial Director Karen Wickre On Effective Communication In 140 Characters Or Less

Karen Wickre is Editorial Director at Twitter, where she shapes the way the company communicates publicly. She has worked the editorial side of publishing for 20+ years as an editor, author, columnist and content strategist. Previously, Karen worked at Google, for which she developed the company’s corporate content strategy, and built its blog and Twitter platforms into global channels.

Karen Wickre, currently the editorial director for Twitter, has been on the vanguard of digital and social media communications for over a decade.

During her nine-year stint at Google, she helped found the Google Corporate Blog, which paved the way for Google’s more aggressive embrace of blogging for not only corporate communications, but also knowledge sharing and Google product enablement.

More recently, she’s served as the editorial director for Twitter, helping Twitter employees and customers communicate as widely and engagingly as is possible in 140 characters or less.

During our interview at the IBM Smarter Commerce Global Summit in Orlando last week, Karen and I chatted about the early days of social media, then worked our way forward to more cutting-edge concerns, including Twitter celebrity, Twitter’s key role in helping share the zeitgeist of live events, Twitter’s increasing international reach, and yes, even the ever-feared “DM Fail.”

Karen’s insights into both the philosophy and reality of effective social media communications can impact organizations everywhere looking to build their own smarter commerce strategies.

You can follow her on Twitter at @kvox.