Marketing Automation
What is it and why it is important for Ogilvy
July 2010
1
© 2009 Ogilvy
WHAT IS UNICA?
 Unica is a company selling marketing software solutions.
 IBM has licensed five modules from Unica
 The implementation of the Unica products is part of a larger Marketing Transformation Initiative
 Unica is a strategic partner of Ogilvy NA
2
© 2009 Ogilvy
Marketing Automation essential to deliver upon strategic priorities
3
© 2009 Ogilvy
Marketing Transformation Vision
From manual disparate processing to automated lead generation & nurturing
Business Process
Transformation We are
here
Goals
 Disparate tactics in
market
 Outbound emails,
separate events,
separate Web tactics
 Inconsistent response
capture manual follow-up
 Manual reporting
Falling Behind
Many separate
systems
Spreadsheets
4
4
 Automated campaign
execution
 Automated response
capture & routing
 RLM acts upon
Registration only
 Real-time Business
Intelligence
 Comprehensive Marketing Planning and
offer management
 Personalized Web offers based
on user profile and Web activity
 Seamless web registration
 Ability to target
campaigns based on
web activity
 RLM acts upon
complete view of
customer web
activity
Competitive
 End to end analysis; marketing spend
through campaign effectiveness to ROI
Differentiating
Common Web registration
platform
Replace disparate planning
tools
Integrated Dynamic Web
Offers (Unica Interact)
Foundational
Integrated Campaign and
Response/Lead
Management (Unica
Campaign & Leads)
Separate Web analytics
tools
Leading
Leverage Web Analytics
(Unica NetInsight)
Industry leading full circle
integration and
intelligence
“Connect the dots” on IBM
interactions with the market from
beta-to buy, using OnTARGET,
Web Presence, Social Media,
Unica Modules, Registration
systems, Business Partner
systems, CRM/Siebel, fulfillment,
orders
IBM Research predictive models
leveraged by Unica platform
Supporting
Technology
© 2009 Ogilvy
UNICA’s Modules
Marketing Automation
Web Tracking
5
5
© 2009 Ogilvy
New Demand Programs Organization Model
Unica reduces execution time from weeks to days
DbM
Professional
LDR
Unica Campaign
Unica Leads
Demand
Programs
Professional
Agency
Partners
Unica Collaborate
Digital
Marketing
Professional
Unica NetInsights
Shared either across a
Program(s) or across an IMT
6
© 2009 Ogilvy
The Myth of Unica’s Role
 Unica does not replace all existing Marketing tools
– Continue to use marketing planning tools: MPPT, MEPT & BAT
– Continue to use event management tools: EST, GRP, AST
– Continue to use web registration tools: IWM, ePreference
 Unica does replace/eliminate
– Web-to-Siebel loads
– Euro 4D/ezVRM e-mail execution
– Scripting
 Focus of Unica initial deployment
– Real-time audience selection & tactic execution
– Consolidated response capture
– Automated response follow-up
7
© 2009 Ogilvy
Marketing System Topology - Simplified
RESPONSE
CAPTURE
IWM
UNICA: MARKETING AUTOMATION SYSTEM TOPOLOGY
MAT: UNICA
UNICA: eMessage
BAT
Manage Creative
CRM SIEBEL
GRP
UNICA: AFFINIUM
CAMPAIGN
ePref
Other –
manual
import
Update/
Create
Contact
Record
Setup Lists &
Campaigns. Execute
non-reusable
campaigns
Create Touch
Record
UNICA: AFFINIUM
COLLABORATE
UNICA: AFFINIUM
LEADS
Execute reusable
lists and campaigns
Update/Create
Response
Record
Create
Opty
Follow-up on
Responses
MDB
COGNOS REPORTING
8
© 2009 Ogilvy
WHY IS IT IMPORTANT FOR IBM?
FROM
TO
Each Web tactic requires a script writing in
Siebel with average lead time of 6-8 weeks
Siebel Scripting Eliminated
 Interfaces to Unica are automated
Web Response Set-up
Many IMT’s use spread sheets or notes id’s
to manage responses sent to LDR’s
Responses processed in Unica
● Enabling visibility of all responses
Complete view of LDR responses
No action until response loaded in Siebel.
 Pulled from web daily
 Matching with Siebel
 Manual effort required
Responses available immediately
 Unica pulls responses every hour
 Doesn’t wait matching
Instant Lead Follow-up
No automated routing
 Responses dropped in buckets
 LDR’s manually searches all tactics for
responses
LDR Work Queues Pre-Loaded
 Automated routing to LDR
 No need to search tactic buckets
 LDR Managers can easily reassign
responses
Campaign performance data received
sometimes months later
9
Immediate Campaign Success Data
 NA Paid Search - All but 3 responses
came from Google
Web Response Follow-up
Sophisticated Response Routing
Rules
Real-time Campaign Reporting
© 2009 Ogilvy
WHY IS IT IMPORTANT FOR OGILVY?
The deployment of Marketing Automation provides important opportunities for Ogilvy:
 Planning through requires IBM to develop complete contacts strategies early on in the process
>> More strategic engagements earlier in the planning process
 Move towards more automated customer management through multi-touch activity
>> Increased needs for content and offers to be deployed in Nurture steams
 eMarketing through eMessage
>> Removes competitive advantage for other Digital Marketing Agencies
 Automated integrated reporting further down the funnel
>> Advanced results analysis and campaign optimization
 Definition of target audience segments done directly in Campaign module
>> If and where we manage to get access full new level of engagement
10
© 2009 Ogilvy
Ogilvy Opportunities
Consulting &
Best Practice
Results
Analysis
Campaign
Planning &
Nurture
Targeting &
Audience Sel.
Messaging &
Offer Strategy
DbM
Ogilvy Focus
Ogilvy BAU
Training IBM
11
Content Creation
Collaborate
Tool Operation
Content & Offer
Localiztn
© 2009 Ogilvy
Phases of Deployment
Presented at December 14, 2009 LDC Meeting
3 weeks
Assessment
Activities:
• Marketing Automation
Introduction / Overview
• Unica demonstration
• Assessment instruction
Output:
• IMT self-assessment of
pre-deployment
readiness
12
Varies by IMT
Analysis
Activities:
• Tiger Team conducts Indepth assessment review
• IMT Completes
Prerequisites
• Development of plan to
close gaps
Output:
• IMT-specific boarding
plan
4 weeks
Enablement
Activities:
• IMT Kickoff
• Unica Training
• Campaign Tactics
planning and program
timelines
Output:
• Campaign Tactics
timelines, flowcharts,
creative
5 weeks
Ongoing
Rollout
Operational
Activities:
• Begin production tool
usage (“Go Live”)
• Deployment Support
• 1:1 WW to IMT SME
support
Output:
• Campaign execution and
lead management in Unica
• Turnover to e-Care support
Activities:
• Begin executing tactics
independently
• e-Care provides first
level of support
• Phased-in boarding of
Programs
© 2009 Ogilvy
IBM Marketing & Communications Transformation
2010 Boarding Plan
Q1 2010
J
F
Q2 2010
M
L
Italy
DP
Analysis
Enabling
France
M
J
J
DP
Roll Out
A
S
Roll Out
L DB
DP
Roll Out
L DB
DP
W
2
DP
L DB
DP
Nordics Analysis/Planning
30 Sep-1 Oct
DBM Training
DP
DPP Training
Japan Rollout
13-17 Sep
Roll Out
L
DB
DP
L
Analysis
DB
Enabling DP
Operations
Benelux Expanded
Rollout 4-8 Oct
Operations
DP
Analysis
Enabling
Alps Analysis/Planning
22-23 Sep
DB
Operations
Roll Out
Enabling
Germany Planning
12-13 Aug
Operations
ANZ Rollout
2-6 Aug
Roll Out
Limited Rollout
Nordics
LDR Training
Operations
GCG Wave 2
6-10 Sep
DB
L
France Wave 2
20-24 Sep
Operations
Benelux Limited Rollout
12-16 Jul
ALPS
J
Operations
Roll Out
Analysis
Enabling
Germany
D
DB
Japan
Analysis/Planning
28-30 Jun
BeNeLux
Q1
2011
DP
Analysis
Enabling
ANZ
W
2
DP
Analysis
Enabling
HK & Twn)
N
Italy Wave 2
7-10 Sep
DB DP
GCG (now incl
O
W
2
DP
Analysis
Enabling
L
Japan
Q4 2010
DB
Analysis
Enabling
L
Spain
A
Q3 2010
Roll Out
Roll Out
Analysis
Enabling
L
DP
DB
Germany Rollout
Ops
25-29 Oct
Alps Rollout
8-12 Nov
Ops
Nordics Rollout
Roll Out6-10 Dec
Ops
Tigers on site
Page 13
ES0AV – Pulse comes to you
ES0AV08D
InMktDt10 May
Without
opt-ins
Drive to
DM
ES0AV09W
- Cross Industry
- IT Managers
- Security
directors
- Storage
directors
- Directors 1001000
employees
ES0AV16E
With
opt-ins
GRP
Registration
Page
IBM
Landing
Page
Currently no
MAT Template
Target
Audience
ES0AV15M
10 June
InMktDt 18 May
ES0AV16E
3 days later
Drive to
Email
Subject Line 1
Reminder
Email
Subject line 2
Proactive email from list
Reminder email
Madrid
Event
WW Attract
Registered?
ES0AV08T
18 May
14
Proactive Tele
from list
© 2009 Ogilvy
ES0AV – Pulse comes to you
No further
action
No
ES0AVxxW
ES0AVxxE
Registered?
Yes
Registrations
ES0AV15M
with
opt-in
Follow-up
email
IBM
Landing
Page
Download
Presentations
From event
No further
action
Ogilvy
Yes
Pro-active email from list
with
Tele
permission
Registrations
ES0AVxxT
DATE
WW Attract
ES0AVxxT
Available from
DATE
Contact me
Reactive Tele
Proactive Tele from
list
15
© 2009 Ogilvy