Engagement Across Paidand Earned Channels: How Smart Marketers are Maximizing the Impact

Ownedmedia

Earnedmedia

Price, promotion,

product

social media

PR

word of mouth

Webmobileemail

Ads

display

Googlesearch

mailATM

kioskPOS

store/branch

call center

radio

TVAds

print

outdoor

Companies have 3 main pillars of engagement that span paid, earned and owned media

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Earned media

Owned media

Price, promotion,

product

Owned

infor

ms P

aid

Paid placement in Earned

Connecting and coordinating channels creates continuous customer engagement

3

Earned

drives

Owned

…but the landscape is vast, diverse, fragmented and fast moving

The ubiquity of social and growth of paid media means that enterprises are racing to engage customers in these channels

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Earned media

Owned media

Paid media

IBM Marketing Solutions

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150+ certified partners in our ecosystem

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Demand SidePlatform (DSP)

Data Management Platform (DMP)

Ad Network

Search

Social

Attribution

Email Service Providers (ESP)

Voice of the Customer

Ad Serving

Social Media is made up of two main components:

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Social publishing is primarily broadcast (tweet, post to Facebook)

Simple uses handled by Email solutions (SP, ET, Responsys)

More complicated use cases involve multiple accounts, multiple social network, workflow, and more

• Platforms often do both publishing and analytics

• Social facts: # of followers, tweet count, location, birthday, gender

• Inferred social attributes: sentiment, interests, expertise, and influence.

• Mostly aggregate analysis; sometimes individual level detail

Social MediaAnalytics

Social MediaPublishers

AnalyzePublish

Paid Media is made up of two main components:

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A pure DMP has data management, but typically also enables clients to buy data, store data in the cloud, define audiences, enrich data (appends), and integrate with DSPs

DMP

• Most DSPs also have embedded DMP capabilities

• For both embedded DSP capabilities and the stand alone DMPs, rate cards and interfaces allow you to append data from within their interfaces.

• DSPs primarily help make programmatic media buys and real-time bids for ad targeting

• DSPs optimize spend based on set metrics, such as effective CPC and CPA

Demand Side Platform(DSP)

Data Management Platform(DMP)

DSPDMP

IBM Marketing Solutions connect and coordinate paid, earned and owned media

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1. Onsite Tag management with Digital Analytics Easily create tags for certified partners, such as social partners Create third party tags or site code Manage code deployment and monitoring

2. Syndicate data to paid media Events like cart abandonment (Digital Analytics) Audience selections for ad targeting (Campaign, Silverpop, Digital Analytics) Offers (Interact, Campaign)

3. Enrich data for customer engagement in owned channels

4. Conversion Reporting & Digital Attribution Understand the downstream impact of paid advertising and assign credit for

conversion

1. Onsite Tag Management via DDX

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Tag management and client side data syndication

Server side data syndication though an API

Certified partner network

DDX facilitates the integration of Paid, Earned and Owned media

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DDX manages tags, which can be fired for a variety of events• Simple two-line code include for universal

container

• Easily create tags for Certified Partners

• Source data from JavaScript, DOM Objects, URL, HTML, meta data, cookies and apply custom modifiers

• Bind tags to DOM Events and JavaScript Functions

• Create any third party tag or arbitrary site code using JavaScript library includes and Code Snippets (embedded JavaScript or HTML code)

• Manage Code Deployment and Monitoring through Deploy, Rollback, Automatic Versioning, Version Compare, Version Merge, and Deployment Auditing features

• Select partner in UI

• Depending on the specific partner’s integration type, connect via API or deploy via tags

Data collected only once, via DDX tag manager, and then the API is able to syndicate those tags to partners  

Partner tags

IBM DAData center

Partner 1Partner 2

Partner 3

Rather than firing another partner tag to collect data, which IBM DA is already collecting, partners can use the API to pull the data in near-real time 

IBM tag

IBM DAData center

API

Partner 1Partner 2

Partner 3

IBM tag

DDX Server Side Syndication

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Using IBM® DDX, shared customers can deliver highly personalized display ads that keep customers engaged

Criteo, a leading display ad retargeting platform, is an IBM® DDX certified partner.

Shared customers can manage and deploy tags via the DDX interface for the purposes for syndicating audience segments directly to Criteo -- for real time use against display remarketing programs.

offer

Customer display ad offered served by Criteo based on cookie match

Customer display ad offered served by Criteo based on cookie match

DDX Tag Management Example: Criteo

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2. Syndicate data to paid media

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Syndicate data to paid media

2a. Syndicate offers for paid media• Real-time offer syndication from Interact to DMP or DSP via client side tag

management or server to server call (intention is to eventually deliver via a customer data exchange)

• Batch offer syndication from Interact or Campaign to DMP/DSP via flat file exchange

2b. Syndicate audience selections for ad targeting• Audience selection shared from IBM Marketing Solutions to DMP or DSP for

ad targeting of these exact users via flat file exchange• Look-alikes from IBM Marketing audience selections for ad targeting of

prospects by DMP or DSP

2c. Syndicate events to paid media (e.g. cart abandonment)• As page is loading through enterprise tag management• Server to server API connection (intention is to eventually deliver via a

customer data exchange)

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Publisher Website

1. Customer visits website2. Customer recognized or

receives website cookie

3. JS fired to data exchange to synch IDs between Interact and DSP cookie

4. Inter JS API fired to get offers through OMO. OMO routes to data exchange.

offer

8. DSP sends customer-level data through data exchange on offers served and click-throughs back to Interact for self-learning.

OMOCompany Website

6. Customer visits publisher web site

7. DSP places real-time bid to place ad for this user, if they win the bid, they serve the offer

5. Data exchange translates the ID to DSP cookie and routes to the DSP as the destination.

BIKESretro cruisers on sale this week.

10% off

Data Exchange

DSP

Syndicate offers from Interact to a DSP

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3. Enrich data for customer engagement in owned channels

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Enrich data for customer engagement in owned channels

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Company Website

Marketing DB3.a. Real-time data enrichment from a DMP to

improve Interact targeting, via custom Interact external callout

3.b. Batch data enrichment from DMP to improve Campaign/Interact targeting via flat file exchange (intention is to eventually deliver via a customer data exchange)

DMP

4. Conversion Reporting & Digital Attribution

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Understand the downstream impact of paid advertising and assign credit for conversion

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Digital AnalyticsDigital Analytics

Behavior Behavior AnalyticsAnalytics

Journey Journey AnalyticsAnalytics

Social Media Analytics

Predictive Analytics

Cognitive ComputingOnly IBM offers the full set of

tools to understand your customer’s experience and sentiment, and predict the best way to engage them

Performance Analytics

Paid and Earned integration enables deeper analysis to understand the effectiveness of the overall customer engagement strategy

IBM Tagging is a one-time setup process within Shoutlet, which allows links to be automatically tagged with DDX tracking data. Once setup, any shout that contains a shortened link will include DDX tagging when published to social destinations such as: Facebook, Twitter, G+ and more.

Create links to share that can be measured in IBM Digital Analytics

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Hot Topic Facebook Post:

Syndicate conversion back to social publishing solution

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Reference Architecture: How Paid and Earned media fit into the IBM Marketing Solutions Portfolio

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Direct Mail Email Mobile SMS

OwnedChannels Commerce /

Web & Mobile POS/Kiosk

Mobile Apps

CRM/SFA/CC

Contact Optimization

Marketing Automation

Optimize

CampaignManagement

Campaign

Real-Time Personalization

Interact

Event Pattern Detection

OpportunityDetect

Marketing OperationsManagement

Marketing Operations

IBM Marketing Ecosystem (software technology)

Paid and EarnedChannels

Social Media

CustomerAnalytics

IBM Digital Analytics

IBM Experience

Management

SocialListening

PredictiveAnalytics

Digital Messaging Digital Marketing Mobile Engagement

Customer Engagement Channels

Data Sources

Marketing Data Mart

Enterprise DataWarehouse

Big Data

Paid Media Short-term Roadmap

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Journey Designer will help design engagements across all three media types and the ecosystem of execution solutions

IBM Journey Designer

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IBM Journey Designer – design experiences that will be executed by partner or other systems (e.g., launches Shoutlet)

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IBM Journey Designer launches both paid and earned media partners (MediaMath example)

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The customer data exchange facilitates seamless connectivity of customer identities and events across channels, apps and data sources

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Partner Network

• Shopping Cart

• Clickstream

• Email Engagement

• Email Optimization

• Journey Analytics

• Mobile Notifications

• Geofence

• Dwell

• Conversion

• Offer Interactions

• Struggle Events

• Customer Segments

• Contact Center

• AdTech

• Impressions & Clicks

• Clickstream

• Email Optimization

• Social Engagement

• Social Sentiment

• Voice of Customer

• Retargeting

• Contact Acquisition

• Identity Resolution

• Data Enhancement

• CRM

Data Exchange

IBM Marketing Solutions

A data exchange facilitates the rapid deployment of end-to-end solutions across a variety of systems

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Gamification

Social Media Analytics& Listening

Campaign Management

Digital Analytics

Social Publishing

Data Providers

Data Onboarding

Mobile Wallet & Apple Pay

Tag Management

Email

Location Data

Presence Insights

Demand SidePlatform (DSP)

• Understand the paths of customers across interactions and touch points

• Captures customer events across channels

• Move beyond session based model of data

• Integrated with Experience Designer to design the journey based on past customer behavior

• Collects omni-channel data from UBX

• Journey analytics does not independently generate customer data

• UBX Publishers are the original source for customer event data

Journey Analytics will visualize customer interactions across paid, earned and owned media

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Journey Analytics will visualize customer interactions across paid, earned and owned media

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IBM’s Marketing Solutions connect and coordinate paid, earned and owned media

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1. Onsite Tag management with Digital Analytics

2. Syndicate data to paid media

3. Enrich data for customer engagement in owned channels

4. Conversion Reporting & Digital Attribution