In another instance, a CMO of a bank can analyze two campaigns simultaneously to determine the effectiveness of each overall and with specific groups and customer segments. With this information, the marketing team can determine in real-time which campaign best meets the needs of each customer in order to ensure the best experience possible.
“Customers today are connecting with brands on multiple fronts, including mobile devices, social media sites and in the store. Regardless of the channel, these individuals expect each experience to be flawless and relevant,” said Yuchun Lee, vice president, IBM Enterprise Marketing Management. “With the IBM Marketing Center, we expand our SaaS portfolio with an all-in-one solution that provides CMOs and their teams with the intelligence required to consistently meet the unique needs of each individual customer -- the ultimate goal of all marketers.”
To further enhance the entire shopping experience, IBM also today introduced Smarter Commerce Managed Services, a new set of services from its Global Process Services (GPS) group. The service augments IBM’s software and global business services offerings with full-scale business, process, and IT managed services to help business executives deploy and manage cross-channel commerce processes, especially providing the human interaction components of eCommerce, such as needing agent chat support or live assistance. In this way, companies are able to more quickly and effectively interconnect their multiple commerce channels to speed business results.
New Software for CPOs Rapidly Reduces Spend and Risk
In addition to the CMO, the demands of the empowered customer have put additional pressure on CPOs to further reduce spend with suppliers and improve risk management. In an environment where an average 50 percent of the value of a product comes from suppliers, managing supply costs and risks plays a critical role in meeting the needs of the empowered customer1.
With IBM's new Emptoris Strategic Supply Management, CPOs are given complete visibility and control over spending, contracts, service providers and supplier intelligence and processes. The new version also improves supplier governance, risk and compliance with enhanced information management and workflow capabilities. In addition, IBM has enhanced procurement analytics for contract compliance and improved program accountability for suppliers, categories and regions.
“Building a world-class procurement organization involves people, process and technology. BP Lubricants has built its procurement operations with high-quality people and processes,” said Mark Edwards, Chemicals procurement manager, at BP Lubricants. “The use of advanced sourcing technology from IBM has enabled our Lubricants procurement team to gain greater control over global spend and market data. The solution empowers us to realize the best value, not just the best price, from a supply base by factoring multiple performance drivers into decision-making.”
Streamlining the supply chain, from materials sourcing to product delivery, are as critical to meeting customer expectations as the outward-facing marketing and sales departments. For example, IBM is helping global brewer Anheuser-Busch (AB InBev) streamline supplier sourcing and contract management in the cloud with IBM Emptoris solutions. This will enable the company to achieve significant breakthroughs in supply chain visibility that reduces risk, lowers costs and accelerates business results.
Prepackaged Best Practices Speed Client Deployment
The IBM Smarter Commerce Workbench is an asset repository that helps IBM accelerate the adoption of solutions for Smarter Commerce. The workbench captures implementation best practices, assets and knowledge that can be shared globally with other project teams to help improve the speed and quality of solution building. This enables clients to get faster business results from their solutions.
For more information on IBM Smarter Commerce, visit: http://www.ibm.com/smarterplanet/us/en/smarter_commerce/overview/