Blog: 5 Best Practices for Successful Mobile Marketing

5 Best Practices for Successful Mobile Marketing

Stay ahead in today’s shifting mobile marketing culture

Today’s ‘mobile-first’ mentality drives marketing campaigns that are increasingly dynamic and highly contextualized. It has never been so crucial to market your business to mobile users whose handheld devices are always in sight. Despite lingering uncertainties surrounding COVID-19, mobile remains the fastest growing channel to engage in meaningful marketing communications. All it takes is the right approach to incorporate response tracking into your marketing automation solution, and to create messages that connect deeply with your targeted audiences.

Munvo’s 5 best practices for mastering your mobile marketing initiatives:

Best Practice #1: Visualize the conversation from your audience’s point of view

We’ve all heard the expression to “put yourself in other peoples’ shoes.” Parallel to that old precept, the best way to build consistent and logical mobile conversations is to imagine or even adopt the recipient’s perspective. What happens to SMS or MMS campaigns if users go off script? Perhaps they’d like to opt out or ask for further assistance? Where else might they veer the conversation?

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Best Practice #1: Visualize the conversation from your audience’s point of view

We’ve all heard the expression to “put yourself in other peoples’ shoes.” Parallel to that old precept, the best way to build consistent and logical mobile conversations is to imagine or even adopt the recipient’s perspective. What happens to SMS or MMS campaigns if users go off script? Perhaps they’d like to opt out or ask for further assistance? Where else might they veer the conversation?

This is just one major challenge that Munvo’s SMS Gateway©, an Adobe Amplify accredited solution, handles through its personalized response compliance to industry standard keywords—not to mention, customizable or catch-all responses to replies from the recipient.

Fig. 1 SMS Gateway Flowchart Options

Best Practice #2: Leverage conversation trees for real-time engagement

Conversation trees drive interactive dialogues between you and your customers – and there are great tools out there to help you harness them. Munvo’s SMS Gateway enables you to build pre-determined conversations to automate customer engagement (without the frustration of dealing with chat bots!) While chat bots can be great for deploying generic communications without any specific or pre-determined needs, SMS Gateway handles detailed dialogues that involve particular questions, scripts, and processes, predicated on its conversational abilities.

Thanks to key features like node redirection, session handling, and support for regular expressions, SMS Gateway provides marketers with all of the tools that they need to assemble unique conversations according to a variety of use cases.

Fig. 2 SMS Gateway Conversation Trees

Best Practice #3: Personalize your SMS or MMS campaigns

Give your customer engagement a boost with personalized SMS or MMS options. Technologies like SMS Gateway support personalization tags within their nodes, which can then be replaced with the data already acquired from their recipients. With automated, individualized content, you can easily avoid ‘firing and forgetting’ in order to reduce marketing fatigue and substantially increase the quality of your customers’ digital experiences.

Fig. 3 Personalization within the SMS Gateway

Best Practice #4: Expand your digital marketing ecosystem

While Munvo’s SMS Gateway is fully operational on its own, it can also be integrated into any API-driven digital marketing solution. Your system is notified through the use of webhooks, which are sent out as specific nodes are reached. This allows you to react and trigger a particular action in response. Conversely, you can use SMS Gateway as an extension by sending SMS / MMS at the exact moment an event occurs in your system.

Fig. 4 How the SMS Gateway fits into your Marketing Solution

Best Practice #5: Collect and analyze your data

Contemporary marketers know that data is king. If you want to get ahead of the curve, you need ample data to gain insights on your customers’ behaviours and habits to better develop their customer profiles.

So, how can you make the most of all the data collected by the SMS Gateway? Through a simple API call, you can automatically fetch both transactional and session records, in addition to records of customers who may have opted out. For a quick look, you might use the ‘Tables’ page and browse your data there, or harness the ‘Reporting’ dashboard for a clearer picture of how your SMS campaign is performing.

Fig. 5 SMS Gateway’s Reporting Dashboard

Through Munvo’s suggestions, you can tackle your next mobile marketing initiatives and get to know your customers’ preferences, interests, and impulses. Adopting these best practices will enable you to learn more about your recipients, attract targeted audience attention, and further enhance your use of the mobile marketing channel.

About Munvo

Munvo is a leading consulting firm helping clients improve their marketing capabilities through a combination of technology implementations, management consulting and marketing run services. In addition, Munvo Lab develops products and connectors for Adobe, SAS, and Unica Marketing Solutions.

Effective Engagement with SMS Marketing

Effective Engagement with SMS Marketing

Presented by Kevin Boutin and Brad Penwarden

Capitalizing on the Power of SMS Marketing Across All Industries

In the ongoing pursuit of customer relevancy, we at Munvo recognize the importance of developing and maintaining dynamic experiences predicated on consistent and personalized conversations with your customers. There are over 5 billion people who use SMS, with more than 80% of them keeping their message notifications switched on. Considering the rise of mobile users this past decade, SMS has become a crucial component for the success of your omnichannel marketing strategy.

Through a collaborative presentation by Kevin Boutin, Partner Account Executive of Twilio – the global cloud communications platform – and Brad Penwarden, the Director of Products at Munvo – the Marketing Solutions Specialists – our webinar will dive deep into the world of SMS marketing. From enhanced engagement to increased conversions, find out how SMS can result in a better bottom line for your business.

Fill out our form to watch the webinar and download a copy of the presentation.

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Personalization for your Mobile Marketing Practice

Personalization for your Mobile Marketing Practice

Enhancing Communications with Munvo’s SMS Gateway

The ‘mobile-first’ mentality has permeated all facets of marketing operations, such as website-building, ecommerce via mobile applications, and the ongoing growth of digital wallets. Smartphones now dictate the way that businesses market themselves and personalize their branded communications. As such, it is crucial to connect with the customers whose handheld devices seldom leave their side.

According to Gartner, SMS open and response rates remain as high as 98% and 45%, respectively, compared to figures of only 20% and 6% for email. For this reason, Munvo developed the SMS Gateway, a flexible software that serves to facilitate intuitive mobile dialogue between businesses and their targeted consumers in near-real time.

With the SMS Gateway, you can convey relevant information and remain in close contact with a set of current or prospective customers. The product’s main features – from its connectors and conversation trees to messaging templates and MMS options – fortify the power of advanced personalization at a speed and capacity that is unprecedented. In this article, we will demonstrate how our team has harnessed this innovative product to support businesses in the pursuit of personalized marketing campaigns.

Find out how Munvo’s SMS Gateway refines mobile marketing practices across all industries to:

Personalize Customer Check-Ins and Travel Offers

Traveling, whether for work or leisure, often requires advanced arrangements that can include lodging, flying, touring, and dining. Travelers want to make the most of their time away – and in the tourism, entertainment, and hospitality industries, their convenience should be your company’s first priority. For instance, when an international airline sought to deploy SMS offers to travelers for exclusive packages from partnering hotels, rental companies, and restaurants, the SMS Gateway prompted our client to look back at each customer’s previous travel history, before finally directing them to the deals or excursions that best suited their interests.

Geotagging can also be implemented to reach travelers when they enter the terminal of an airport. Once they log on to the airport’s free Wi-Fi, the SMS Gateway can initiate a conversation with them via SMS to bring their attention to various promotions. For example, you can solicit customers to purchase roaming data packages from partnering mobile providers. The resulting “Success/Failure” status (based on each customer’s response) can then be saved for future reference.

Personalized SMS messaging ensures that customers stay on top of their itinerary, while granting them the flexibility to modify their plans for a more fulfilling experience, hassle-free. Whether traveling on a family vacation, as a corporate group, or backpacking individually, it is vital to get to know your customers’ distinct needs, or as another one of Munvo’s clients required: to establish communication between their hotel brand and the people checking in. With its ability to form tree-like conversation paths and push lists of SMS numbers to a given short or long code, the SMS Gateway allowed our client to relay key details and limited-time offers to hotel guests; a time-saving initiative that kept them up to date. This information ranged from Wi-Fi passwords, hotel amenities, and room service, to breakfast and pool hours/locations, check-out details, and special event notifications.

SMS Gateway's Intuitive Conversation Tree
In any case, Munvo can assist clients and capitalize on the SMS Gateway’s connector to leverage HTTP protocol and near-real-time communication functionalities, with the general aim of accommodating their respective customer base. The connector’s use of HTTP corresponds directly to your Mobile Messaging Provider (MMPs like Twilio©, Sinch/CLX©, or AWS Pinpoint©), which can alter message performance according to volume and encourage consumers to actively engage. By enabling a link between the airline and hotel’s respective marketing automation solutions and their SMS providers of choice, they were able to develop unique SMS strategies that specifically worked for them. They even customized mobile templates that could be reused as digital assets down the road. There is no one-size-fits-all solution for personalized mobile marketing – and the flexibility of Munvo’s SMS Gateway reflects that reality.

Capture Customer Feedback Instantly

The SMS Gateway enables you to incorporate response-tracking within your marketing automation solution. Current SMS providers lack the ability to support this task, so Munvo took the initiative to bridge that gap.

By surveying customers and gaging their responses through the messages that they navigate within their conversation trees (referred to as nodes within the actual product), we have been able to intuitively reach desired audiences, record their transactions for reference (inbound, outbound, batches), and reassign customers to different messages within their current conversation.

In other words, Munvo’s SMS Gateway gives our clients the agency to capture customer feedback and move the conversation forward based on the data that is provided. It’s no wonder that marketers who employ SMS marketing strategies are on average 79% more likely to adopt additional mobile-specific tactics into their marketing operations, due to the near-immediate results and receptivity of SMS messaging.

Create Customer Profiles Based on Two-Way Dialogue

In light of the SMS Gateway’s advanced customer feedback, you can also draw from, or build on, previous interactions to develop comprehensive customer profiles. This is especially useful in the retail industry, where it is imperative to market the right item to the right person at the most optimal moment. Munvo’s SMS Gateway makes it easy to retrieve and gather end-customer data, and so, enrich your knowledge of targeted consumers, their interests, and basic buying habits.

If, for example, customers purchase an item that makes them eligible to sign up for a specific membership card, the SMS Gateway can ensure that this message is rapidly transmitted to them. The customers would then be prompted to answer with a “Yes/No” opt-in response, in order to receive the mobile wallet card, also sent via SMS.

With adaptable messaging templates, you can even repurpose material that contains personalized customer information. These templates, which are triggered with a webhook, allow you to distinguish and set parameters when requesting customer data directly from your marketing automation software. Afterward, your marketing team can quickly plug retrieved data into future messages or campaigns for effective interactions that are more likely to result in sales.

In one instance, we implemented the SMS Gateway’s connector and integrated Adobe Campaign with Twilio to facilitate real-time, event-driven messaging through the HTTP protocol, in lieu of our client’s REST (Representational State Transfer) connector. We subsequently established a workflow for our client to verify whether certain targeted mobile numbers were already in their database, in order to create new customer profiles or better target existing ones. This is precisely why personalized mobile marketing is one of the best ways to get to know your audience and effectively humanize your brand.

Personalization and the State of Mobile Marketing Today

At a time where we are all increasingly motivated to access digital platforms using our smartphones, it is vital to get to know your customers, their preferences, needs, and impulses. Munvo’s SMS Gateway not only expands and enhances the mobile marketing channel for more direct and engaging interactions, it empowers its users to make relevant changes, or updates, almost immediately. By taking the necessary steps to decipher and learn about today’s consumers, you will naturally heighten their experience and refine your overarching mobile marketing practice. That is how Munvo’s SMS Gateway leverages personalized messaging to strengthen brand reliability, and in turn, build long-term customer loyalty.

About Munvo

Munvo is a leading consulting firm helping clients improve their marketing capabilities through a combination of technology implementations, management consulting and marketing run services. In addition, Munvo Lab develops products and connectors for Adobe, SAS, and Unica Marketing Solutions.

Command Performance: Seeking and Solving with Munvo Companion

Command Performance: Seeking and Solving with Munvo Companion

If you’re like a lot of companies, you’ll have somewhat mixed feelings about IBM Campaign. On the one hand, it is the backbone of your marketing ecosystem, the figurative rock upon which you build your campaigns. On the other, it is sometimes the hard place where campaigns go to…be stressful. Simply put, you should check out Munvo Companion.

Chris Rayson, Market Campaign & Operations Associate Director at Alliance Data’s LoyaltyOne — the company that brings us the popular Air Miles loyalty program, serving over 11 million collectors in Canada — points out how vital IBM Campaign is to the multitudinous campaigns Air Miles puts out every week. Indeed, in addition to being responsible for running some 30 independent email campaigns per week, the Air Miles team runs 40 triggered campaigns every day. Counting in web, mobile, social and other channels, they are pushing upwards of 450 email campaigns per week. And you thought your days were full.

Boon Companion

Chris and his team are also responsible for the smooth operation of Air Miles’ analytics, scoping and all the little bits of filtering in all their campaigns, which requires a great deal of repeat behavior. To keep the complex processes as transparent as possible, Chris uses a comprehensive master flowchart to create a slew of “starting universes” for all those campaigns – one for their partners in the gas business, one for liquor partners, one for collectors showing interest in the Air Miles website, and so on.

“Our master flowchart runs and defines a huge number of universes,” Chris explains. “By running it in IBM Campaign, we can generate strategic segment returns in seconds instead of minutes. Every minute is valuable in our line of work.”

The master flowchart, created in IBM Campaign, contains hundreds of process boxes. Early each work day, it needs to run before the start of business, so Chris’ team can start working on up-to-date universes as soon as they arrive. Recently, however, they experienced a nerve-wracking slow down:

“Our master flowchart usually runs from 7 to 9 am,” he says. “Then, all of a sudden, it was taking until 11 am to finish. My team couldn’t get to work on the campaign. It was an absolute nightmare situation. When we have 40 highly targeted campaigns with all kinds of segmentation that are delayed like that, we’re letting our collectors and our partners down.”

Wondering what the problem was, Chris bypassed the overwhelming and deeply complex logs produced by IBM Campaign, using Munvo Companion to view historical runtimes, individual process box runtime and further details that enabled him to pinpoint what was causing the slowdown, fix the problem and get his team back to work:

“We would never have been able to find out what was wrong without Companion,” says Chris, matter-of-factly. “Companion enabled us to gain insight in areas we hadn’t thought about before.”

eNormous eNewsletter

Chris and his team also discovered how Companion could help with the monthly distribution of their formidable eNewsletter, which juggles the needs of as many as 70 valued partners, even as it provides in-depth information and valuable cross-promotional offers. All this makes for another massive master flowchart with hundreds of segments.

“We used Companion to analyze the newsletter and optimize the master flowchart,” says Chris. “We were able to take something that was eating up to 18 hours a day, and bring it down to less than 10 hours. One of the best things about Companion is that, in the morning when my alarm goes off, I can check my phone and see if it’s going to be a good day or not; it lets me know if I should be picking up coffees and donuts for my team. I know in advance if I have to soften the blow of extra work.”

Coffee and donuts are, of course, always welcome, but perhaps less so when you see a long, long day unfolding in front of you.

…And Other Stories

And it’s not just LoyaltyOne and Air Miles who have discovered the benefits of Companion. A European online retailer that generates not-too-shabby annual revenues of €3.5 billion recently said of Munvo Companion:

“We have automatic processes kicking off at midnight which averaged over 13 hours to complete. Companion helped us find bottlenecks and pain points and helped us optimize our processes. Now, with more lists and customers, the processes take an average of 3 to 4 hours to complete.”

Not to be outdone, Air France used Companion to overcome a serious slowdown in its response time with reservation-triggered emails that was causing its customers to have reservations of their own about the airline. Using the software’s Log Analysis feature, Air France could uncover and pinpoint problem areas which, in turn, enabled it to optimize flowcharts and ensure that all the particulars of Service-Level Agreements (SLA) were respected.

All this to say one simple thing: no matter what you do, it always pays to have a trustworthy and knowledgeable Companion at your side.

If you’d like to learn more about how Munvo Companion is helping clients across the globe, check out our webinar: Proactive Performance Monitoring and Issue Resolution for IBM Campaign. Be sure to have a look at Companion’s Log Analysis in action.

About Munvo

Munvo is a leading consulting firm helping clients improve their marketing capabilities through a combination of technology implementations, management consulting and marketing run services. In addition, Munvo Lab develops products and connectors for Adobe, SAS, and Unica Marketing Solutions.

Campaign Connections: Taylor Guitars Hits the High Notes with SMS, Adobe Campaign and Connector

Campaign Connections: Taylor Guitars Hits the High Notes with SMS, Adobe Campaign and Connector

Often enough, a good marketing campaign is like preparing to play guitar in front of a huge crowd. Practicing, experimenting, planning, scheduling, practicing some more. In the final analysis, however, you just to have to put your carefully selected notes out there and hope they strike a chord with your audience. Now that I’ve led you down the Greasy Garden Path of Awkward Metaphors, this story is about Taylor Guitars, the El Cajon, California-based guitar company that has been making some of the world’s most popular guitars since 1974. It’s also about how this company, without any of its own storefronts, used a combination of SMS marketing, Adobe Campaign software, Twilio cloud communications and, yes, Munvo products and technical expertise to strengthen its relationship with both finger-pickin’ consumers and guitar-hawkin’ franchisees.

We’re warning you now that there will be some technical terminology along the way, but don’t worry: we’ll walk you through it.

Chord Progressions

Like playing a good guitar riff, developing an effective direct marketing campaign is all about choosing the right combination of gentle pressures and applying them in just the right order, in just the right spots. [Last guitar metaphor, I promise.]

Convincing and compelling communications are the heart-plucking [sorry] chord progressions [sorry again] of any marketing campaign. When it comes to techniques for reaching the largest possible audiences, no shift has been so tectonic as the one that led us from direct mail and printed brochures to email and Short Message Service (SMS) campaigns. In 2012, Arthur Middleton Hughes compared direct mail with email, and succinctly described the stark difference in costs:

ROI = [(Profit from the sales) – (dollars invested in marketing)] / (dollars invested in marketing) …The in-the-mail price of third class (bulk rate) direct mail (including printing, addressing, and postage) is about $600 per thousand. The delivery cost of e-mails is about $6.00 per thousand. This includes the creation of the e-mail and the delivery costs…In this example, every dollar invested (cost of mailing) with direct mail produced $4.45 in return on the invested dollar. For e-mail, the ROI was $18.33 for every invested dollar.[1]

While direct mail continued to show some advantages when it came to maintaining audience attention and gaining conversions, the sheer economy (and blinding speed) of email could not be denied.

The choice between email and SMS campaigns is not nearly so stark, but it does appear decisive. Both channels are cost-effective, fast, engaging and accessible, especially when each is optimized for those now-ubiquitous smart phones. Both channels offer immense marketing opportunities, but choosing which medium is right for your campaign can be a challenge.

Let’s get down to the nitty gritty.

SMS vs. Email

Studies reveal that typical email campaigns can count on about 30% of recipients opening a given email. That may not seem too bad, until you discover that a full 98% of SMS messages get opened, usually within the first 15 minutes following delivery. Similarly, while emails have a click-through rate of around 7%, SMS messages consistently convince approximately 36% of recipients to take that extra step towards conversion.

Before you jump on the SMS bandwagon and start thinking up clever Keywords, Short Codes and Multi-Touch Upsell campaigns, however, keep in mind that few campaigns are entirely successful the first time out.

Today’s companies usually strategize for longer-term engagements using drip-marketing and other forms of content nurturing. This means engaging customers with multiple messages over a defined period. With automated email campaign platforms like Adobe Campaign, brands can issue up to 30 email campaigns per month, while brands using SMS initiate more like 5 campaigns each month.

Time for an example.

Tailoring Taylor Guitars

I probably don’t need to tell you that purchasing a guitar is a very personal, very tactile experience. To put your good money down, you’re going to want to press the neck and pluck the strings. So how does Taylor Guitars – the world’s largest guitar manufacturer by sales volume – take advantage of all that digital marketing offers?

Cameron Walt is Taylor Guitars’ Digital CRM Manager, and the company’s sole Adobe Campaign expert. He and two colleagues handle all digital marketing initiatives for Taylor Guitars, and have been the impetus behind the guitar company’s transition from a solely hands-on, face-to-face marketing experience to including digital campaigns. Rather than relying almost entirely on independent dealers and in-store sales staff, Taylor is ready to deal more directly with guitar aficionados, while rigorously maintaining personal interactions.

“We’re after that final five feet in the purchase funnel,” Cameron says. “Our dealers and sales reps are still the rock stars when it comes to customer interaction, and we have a healthy online presence, but when it comes to that final in-person guitar sale, we wanted to figure out a way to be part of that in-store experience without disrupting that personal interaction. That’s when we engaged Munvo to help with a robust SMS campaign.”

Information Direct

If you’ve ever been in the market for a guitar, you know the experience. Go into a music store, large or small, and the walls are covered with shiny new guitars, some of which are Taylor’s. But guitars are not like other products; you don’t get a spec sheet with a guitar, you just take it down and play it. There might be a price tag (FYI: Taylor’s most popular model, the 1814ce, retails for around USD$3500), maybe a barcode, but the rest is up to your fingers and ears.

Taylor Guitars decided to use Adobe Campaign to create a SMS campaign as what Cameron calls a “product extender”: a quick and easy way to instantly discover more about whatever axe has caught your eye.

“We wanted to create something that would help consumers and sales staff to quickly find out more about particular guitar models, on-the-spot,” says Cameron. “We know our customers will only make their final purchasing decision when they hold and play the guitar, but by giving them an easy way to get the facts about a specific model, we hope that will increase the chances they’ll walk out of the store with a Taylor.”

SMPP to REST = Munvo

Munvo was on-hand to help Taylor with all things Adobe Campaign-related, including Cameron’s desire to use the more flexible Representational State Transfer (REST) protocol in place of the more ubiquitous Short Message Peer-to-Peer (SMPP):

“REST is far superior to SMPP for the kind of conversational SMS communications that Taylor was after,” explains Andrew Didinchuk, Senior Adobe Architect at Munvo. “It has very low latency, you can communicate directly from Adobe Campaign and you’re able to execute very complex logic for the processing of inbound messages.”

Unfortunately, Adobe Campaign does not support REST-based delivery communications straight out of the box. Fortunately, we could provide Taylor with our own SMS Connector to bridge that gap.

SMS Connector fits right into Adobe Campaign, enabling you to use REST for sending communications to Twilio, a REST-based service provider for sending SMS messages (we’re already working with additional service providers). It processes outbound requests, both in terms of one-off messages and larger batches, as well as pulling status information on those messages, making it easier to determine if your messages are delivered or not. SMS Connector is also able to receive, process and store inbound requests in real time when customers text you.

Taylor (and Cameron) are very pleased with the results so far:

“We’ve achieved on-demand product information for both our customers and our dealers,” explains Cameron. “We’ve really sewn up that last 5 feet in the funnel. What’s more, this has augmented our support for the staff in the music stores. They’re more confident, knowing more in-depth information is just a few phone taps away. And from our side, there is minimal maintenance required, now that it’s up-and-running.”

Taylor Guitars are currently in rollout phase, with no less than 150 dealers interested in adopting the new SMS system.

In this case, at least, SMS appears to have prevailed over email. For more on Taylor Guitars, SMS, Adobe Campaign and Munvo’s SMS Connector, check out our webinar: Combining SMS Marketing and Adobe Campaign to Better Connect with Customers.”

In parting, we recommend everyone forget about all that macho stuff and learn how to play guitar.

[1] Hughes, Arthur Middleton. Strategic Database Marketing: Fourth Edition. New York: McGraw-Hill, 2012. Pp. 50-52.

About Munvo

Munvo is a leading consulting firm helping clients improve their marketing capabilities through a combination of technology implementations, management consulting and marketing run services. In addition, Munvo Lab develops products and connectors for Adobe, SAS, and Unica Marketing Solutions.

Proactive Performance Monitoring and Issue Resolution for Unica Campaign

Proactive Performance Monitoring and Issue Resolution for Unica Campaign

Join Chris Rayson, the Marketing Campaign & Operations Associate Director at AllianceData’s LoyaltyOne, as he discusses how Munvo Companion helps maximize LoyaltyOne’s investment in Unica Campaign – a central component of their global coalition marketing programs.

In addition to LoyaltyOne’s story, Brad Penwarden, Munvo’s Product Development Manager, will demonstrate how other organizations leverage Companion’s investigative and proactive monitoring features. Brad will review other Financial, Retail, and High-Tech industry examples where customers are optimizing their IT resources and ensuring high levels of predictability and reliability for Unica Campaign end users.

Watch the Webinar


Join Chris Rayson, the Marketing Campaign & Operations Associate Director at AllianceData’s LoyaltyOne, and Brad Penwarden, Munvo’s Product Development Manager, as they discuss how Munvo Companion helps maximize LoyaltyOne’s investment in IBM Campaign

Click below to download a copy of our presentation

Why Marketers Need to Start Using SMS Marketing Channels

Why Marketers Need to Start Using SMS Marketing Channels

SMS marketing has been around for a quite some time, yet most businesses still fail to integrate it into their marketing strategy correctly. Without getting into too much detail (not yet at least), here are a few reasons why every marketer should be considering this underused channel to maximize their customer interactions:

  1. Smartphone penetration in the US is nearing 80%
  2. Nearly 100% of all devices on the market enable SMS messaging
  3. SMS message open rates are approximately 99%
  4. 90% of SMS messages are read within three minutes of being received
  5. All the above points combined offer a very high ROI on a very inexpensive channel

Let me take this opportunity to dive into the world of SMS marketing to see how it works and why more organizations need to start using it.

What Marketers Need to Know

The standard SMS campaign consists of two main components: a short code –simply, a phone number – and a keyword that will trigger a campaign promoted via a call-to-action communication.

The call-to-action is the most critical component of any SMS marketing campaign. It is important to present the message in a way that customers can recognize and respond to quickly. Best practices suggest that the selected keyword should be the focal point of the call-to-action and everything else involved should revolve around that.

Typically, the audience segments that do interact with your SMS campaigns are more likely to be your more dedicated customers. Granted, to involve your audience in SMS marketing campaigns, like email, requires some opt-in functionality. Usually, you can handle this feature in one of two ways:

  1. Having the customer text the short code with the keyword, subscribing them to your campaign;
  2. Provide a client with a web form where they can subscribe and register their number to take part in your campaign(s).

The SMS channel is very dependent on other marketing mediums, as direct action is required by the customer to take part in any campaign. When it comes time to promote your marketing campaign, make sure to leverage all available media outlets to maximize exposure and capture engagement.

Metrics to Measure

Like other marketing campaigns, the success of your campaign will be determined by your metrics. It is important to know and understand which metrics should be measured when determining the success of a campaign. Here are what I think are the most important metrics to follow:

  1. Subscriber Growth
  2. Customer Churn Rate: the rate at which customers opt out
  3. Cross-Channel Engagement: measuring which types of media and media locations are performing best (important to tweak these based on engagement rates.)
  4. Redemption Rate: the rate at which customer claim their offers
  5. Cost Per Redeeming Subscriber


When dealing with SMS marketing campaigns, you normally have two protocols to choose from: Short Message Peer to Peer (SMPP) and The Hypertext Transfer Protocol (HTTP). These are the most dominant options for developers looking for high-quality performance SMS marketing campaigns. Each one carries with it a set of strengths and weaknesses.

  • High volume, supporting millions of messages per day;
  • Very fast and reliable when sending large amounts (tens of thousands of messages per day);
  • Very high server uptime;
  • However, no efficient way to process inbound messages.
  • Much simpler to use. Direct communication with the provider, no aggregator needed;
  • Much faster when dealing with lower volumes (under 10,000 per day) and the efficiency is growing;
  • More features with a sophisticated API interface;
  • Complex processing of inbound messages from the client can implement quickly.

Both protocols are adequate, just make sure to choose the one that suits your needs and your technical limitations.

What is Twilio?

Twilio is a San Francisco-based company that provides a globally available cloud API that developers can interact with to build intelligent and sophisticated communications systems. As your campaign usage scales up or down, Twilio automatically scales with you. On top of that, Twilio has some other significant advantages to consider:

  • Inexpensive on a per message basis, costing as little as $0.01 per message;
  • A powerful API with integration between your marketing campaign system and their platform;
  • Great dashboard to help monitor performance and costs;
  • REST HTTP API capable, allowing for real-time two-way communication.

Our Mobile Marketing Platform: SMS Gateway

Adobe Campaign comes with its own default SMS functionality. Unfortunately, this out-of-the-box functionality only supports the SMPP protocol and is not compatible with most services, such as Twilio. Our team at Munvo saw the potential of connecting the two tools together and developed a solution titled SMS Gatway to handle customer mapping. This solution can:

  • Send messages in batch or individually
  • Pull message status data from Twilio
  • Receive process and reply to incoming messages from customers
  • Handle opt-ins and opt-outs

So, when considering how SMS marketing plays into your overall strategy, think about how you are going to use it and why. This is the most intimate channel marketers have at their disposal, but that comes with knowing your customer. Focus on your call-to-action and make sure you have the right resources to get those messages out there.

About Munvo

Munvo is a leading consulting firm helping clients improve their marketing capabilities through a combination of technology implementations, management consulting and marketing run services. In addition, Munvo Lab develops products and connectors for Adobe, SAS, and Unica Marketing Solutions.

Quality Assurance and Data Validation for Unica Campaign and Interact

How to Automate your Quality Assurance and Data Validation for Unica Campaign and Interact

Join Brad as he guides you through common quality assurance challenges and how your quality assurance process can be seamlessly automated. During the webinar, Brad will demonstrate how campaignQA can help streamline and simplify the quality assurance process.

With over 12-years of experience consulting Unica Marketing Solutions (Campaign, Interact, Marketing Operations):

  • Understand common quality assurance challenges and issues from many of our Fortune 1000 customers
  • Automate your data validation Process
  • Eliminate the risk of generating incorrect campaign data lists

Follow Brad as he showcases Munvo’s campaignQA solution, demonstrating how to:

  • Apply automated data validation
  • Connect to Unica Campaign and Interact
  • Automate quality assurance reporting
  • Centralize validation rules for your marketing campaign
  • Integrate with downstream processes

Watch the Webinar




Join us as we guide you through common quality assurance challenges and how your quality assurance process can be seamlessly automated for IBM Campaign and Interact campaigns.

Click below to download a copy of our presentation

Combining SMS Marketing and Adobe Campaign to Better Connect With Customers

Combining SMS Marketing and Adobe Campaign to Better Connect With Customers

To better communicate with their customers, more organization are starting to integrate SMS Marketing and Push Messaging into their existing campaigns. Join our senior Adobe Architect – Andrew Didinchuk, as he explains how Adobe Campaign users are leveraging their SMS marketing channel to communicate directly with their customers. Andrew will also be demonstrating Munvo’s SMS Connector – a custom add-on for Adobe Campaign that allows you to send mass SMS marketing messages. Joining Andrew will be our guest speaker, Cameron Walt, the Digital CRM Manager of Taylor Guitars. Cameron will discuss how his company uses SMS marketing to better communicate with their customers and convert new leads.

So, why does SMS Marketing matter?

  1. Smartphone penetration in the US is nearing 80%
  2. Nearly 100% of all devices on the market are SMS enabled
  3. SMS message open rates are approximately 99%
  4. 90% of SMS messages are read within three minutes of being received
  5. All the above points combined offer a very high ROI on a very inexpensive channel

Watch the Webinar



Join our senior Adobe Architect – Andrew Didinchuk, as he explains how Adobe Campaign users are leveraging their SMS channel to communicate directly with their customers.

Click below to download a copy of our presentation

Connecting Hadoop Big Data to Unica Campaign and Interact

Connecting Hadoop Big Data to Unica Campaign and Interact

Hadoop, Big Data and related technologies are changing the way organizations take advantage of large and unstructured data sets that were previously difficult to analyze and exploit quickly or economically.

Join Ajay Bhaga, as he demystifies Hadoop and how Fortune 1000 companies are integrating it with Unica Campaign and Unica Interact to accelerate the relevancy and impact of their interactive marketing campaigns.

During the webinar, Ajay will share with you an exclusive preview into how one of our clients is leveraging Hadoop within their marketing automation ecosystem to drive their journey based nurturing campaigns.

Below are some key points Ajay will be reviewing:

  • Why does Hadoop matter? What has changed for marketers?
  • Does Hadoop replace relational databases?
  • What types of analysis does Hadoop excel at? How?
  • What kind of marketing opportunities does Hadoop unlock?
  • How can Hadoop be integrated with Unica Campaign and Unica Interact journey campaign?

Watch the Webinar


Join Ajay Bhaga, as he walks you through the world of Hadoop and how Fortune 1000 companies are integrating it with IBM Campaign and IBM Interact to drive real-time marketing.

Click below to download a copy of our presentation

Webinar Video Transcript

Please note: this is an unedited version of the transcript, so the text may contain syntax and grammatical errors. Thank you for your understanding.


All right, welcome and good afternoon. This is our moderator for today speaking, this uh, Joe from Client Spectrum here. Be introducing our speaker today, AJ in just a few moments, so I just wanted to get some housekeeping items out of the way before we get started here at any moment. So first of all, thanks for joining. We know it’s in the middle of your busy work day, so we’re hoping to make this as valuable for you as possible. So, the housekeeping items are as follows – as you may have noticed, you are on mute for this call, but there is an opportunity to interact with us. So, what we’d like you to do, is throughout the duration of this webinar, if you could please use the Q&A feature – which is a tool that’s on the right-hand side of your WebEx client – to ask us questions throughout the duration of the speaking portion of the webinar and we’ll do our best to triage and select some of the best questions we’ve


received, and I’ll be helping AJ throughout that process to respond to your questions. Other than that, you know we are going to be recording this webinar, so if you need to pass it on to your colleagues or you’d like to review some of the material we have here we are going to be making it available to you. So with that, I’m going to flip things over to our speaker and we’ll get started on time here today.

Hi everyone, my name is Ajay Bhaga from Client Spectrum and I’m the technology lead a Client Spectrum, and I’ll give you guys an introduction of who I am. But thank you today for joining us for this webinar on connecting Hadoop Big Data to IBM campaign and IBM interact. To start off with, I wanted to talk about myself. So, I’m the technology leader at Client Spectrum, I’ve worked on over 40 Unica engagements across 25 different customers and in many different countries. I have over 9 years of experience in the enterprise marketing management space, I’ve worked as a senior architect, EMM technology roadmap specialist and also with agile teams to


develop products or add-ons for customizations within the ecosystem. I’ll tell you guys a little bit about Client Spectrum. Client Spectrum was founded in 2005 and we specialize in IBM, Adobe, SAS Enterprise marketing management EMM Solutions and we have over 50 full-time IBM, Adobe, SAS EMM consultants and we’ve done over the years over 350,000 hours of services and we have offices within North America in Montreal, Toronto and Calgary. I wanted to go over the agenda today, so you guys have an idea of what we’re going to be covering. So, first I’m going to go over the webinar objectives, so you guys can understand what you’re going to take home from this webinar today. Second, I’m going to go over some of the common questions we get from our IBM Campaign and IBM Interact customers. Third, I wanted to go through some data examples, so unstructured data examples, and what are the marketing opportunities that we can gain from these types of data. Next, I’ll go over the common misconceptions between relational databases and Hadoop Big Data. So, these are two types of technologies that I want to explain the differences between the two. Finally, I’ll go over a use case


about Hadoop Big Data and how you can use it within IBM campaign and Interact, and I’m going to go through one of the cases with one of our current clients. So, within the webinar itself, I’m going to go over marketing opportunities for Big Data Hadoop with are existing investment and IBM campaign and IBM Interact. So what I want to help you guys understand is, knowing that you guys have invested in an IBM Campaign or IBM Interactive solution, how can you maximize your investment and take advantage of Big Data Hadoop and look for new marketing opportunities that you can take advantage of. I also want to demystify the concept of Hadoop Big Data related to the misconception. So, Hadoop is kind of touted with a lot of different ideas in the industry and we want to talk about what are the most important ideas that we see as useful for marketing. Finally, I’m going to go through a use case example for a financial customer we have, for using IBM campaign and IBM interact. I also want to highlight the point that today’s Hadoop webinar. It’s kind of a surface level version of Hadoop. Hadoop itself is a


diverse set of tools; it really is the Hadoop ecosystem and we’re using Hadoop big data today as kind of an umbrella term to cover all of what is Hadoop big data. So, we’re going to have a follow up IT focused webinar to go through a lot of those technical details and think of this future webinar as a kind of under the hood architecture review and technical detail version of this webinar and we’ll go into the details of the other ecosystem product within Hadoop, such as HBase, Hive, Map Reduce, Apache Spark, Kafka. So tools like this and how they how they work together to kind of build that new marketing ecosystem that you guys are probably going to be curious about. I also want to point out that the audience we have today is about 50% business people, so I wanted to make sure that the messages that they could take away from today’s webinar would be one that was kind of understood by everyone. Next, I’m going to go over some common questions from our IBM Campaign and Interact customers related to Hadoop and Big Data. First, customers are asking us what is the difference between traditional


relational databases and Big Data Hadoop – is there really a difference between the two? You know, is one better than the other and customers are also wondering, okay, with this new functionality with Hadoop big data is what does it enable for me: can I do new types of marketing campaign? And finally, they want to understand you know between my industry peers how are the other customers out there that have IBM campaign and IBM interact how are they using Hadoop Big Data and is it difficult to integrate, how is the deployment of it? So all of these challenges that other customers are facing, I’m sure you are probably curious of yourself, many of our customers are sharing the same type of information about how to use Hadoop Big Data to bring value to your organization. The next thing I also want to talk about is, what changes by having Hadoop Big Data? I think there’s two main concepts that we at Client Spectrum really want to drive home for you guys today and I’m going to go through that next. So, what has changed with Hadoop big data? I think the two big points that come out from Hadoop and Big Data are this one concept of unstructured


data which event data about your customers or users and having this new access to large amounts of customer event data, provides a lot of marketing opportunities. But being able to exploit this information, to be able to generate those opportunities,  is a bit of a challenge and we want to talk about some of those. There’s also the concept that now that we have unstructured event data about users, we have a lot of data, there’s high volumes of data and with high volumes of data we can do different things. So, for example, when using high volumes of user information or customer information, we can detect patterns that you normally could not see which are normally fuzzy, and by using these detection systems like Hadoop, we can detect this over large amounts of data over large periods of time. And if we kind of contrast this to how, you know, analytics is done today with aggregates and within a relational database, it can be done but it can be very challenging and very cost, or processing intensive to perform a lot of these activities. So next, I’m going to focus


again on unstructured data and I’m going to give you guys some examples of different industries within marketing and how they can use this unstructured data to be useful within marketing. So, to start off, let’s take the retail industry for example. Here are three types of data that’s available that is unstructured and is available to the retail industry today and I’m going to kind of share with you guys some of the value you can gain from shopping cart information. So, shopping cart information tells you about, you know, what your customer is doing within a retail store. Now one of the differences Big Data, is that we now have large amounts of shopping cart data, we have large amounts of customer information their behavior information. Aand using this information we can gain insights on determining, you know, better versions of an abandonment campaign or better ways to do basket analysis. We also have geolocation history information which tells you where is my customer going; and this can be useful, for example, within the retail industry for you to understand why my customer is going to a competitor store, and if you know that that you can build a


system and detect, you know, if a customer is going to a competitor store can I send them a win back campaign to kind of bring them back to us. There’s also quick stream and web body language data. So this data is really the digital footprint of a customer so understanding how your customer is interacting with different devices and within the internet. We can be able to understand the state of the customer and I think where this becomes important is if we consider for example as a retailer you have a customer. Now, let’s take a particular product category like babies. So let’s take a demographic of people you know parents would newly had a child and if they recently are having a child they’re probably really interested in buying a lot of baby products, you know, customers is that when they’re in a certain state a certain mindset you’re looking for a certain type of product and only that product but we also know that eventually when they get kind of exhausted in that product category they tend to look for the next thing, and an example here would be if you’re a parent and you recently had a child, you’re going to buy a lot of baby products, but eventually when you have everything you need. The next thing you’re going to look at is you’re going


to turn around and look in your home and say hey we need some new tables, we need some new dishes, and you’re going to start looking at house or products and you’re going to see that there’s a new product category that customers turning to. Now the reason why this is relevant is because using big data we can have this vast amount of information about customers behavior and their interest and then we can determine what is the next best product category to kind of build in this predictive behavior. So that’s the true value you do get from having big data and being able to process it so quickly. Next, if we talk about the finance industry there’s other types of data available for example online tools a mortgage calculator for example on a website of a bank so a mortgage calculator itself I know I use myself when I was buying a lavish condo in Toronto, and you know, Toronto has great prices for condos as you guys know, and they’re really affordable. (That was a joke, my sarcasm doesn’t come out so well) But the point is that you know using a mortgage calculator. It’s an interesting concept


because when you use a mortgage calculator on a website, and if I’m the bank, I want to know which customers are actually using that mortgage calculator. We know there’s a big difference from a user that’s just playing around with the mortgage calculator, because it’s their first visit on the website, versus someone who you know actively is going back and forth to that website trying to calculate a mortgage, and I know I did this behavior when I was looking for a mortgage, so understanding that customer behavior is something we can do with big data given a large amounts of data and we could use tools like Hadoop to process that information. The other type of information that’s available, is if we consider customers that are going to leave, for example, a bank. One of the tell-tale signs of a customer leaving a bank is when that customer turns off their employer direct deposit. By understanding which customers are doing this activity and by processing this information and looking at that customer over a period of time, we’re able to detect this type of thing and this type of information can be used to determine, you know, is there an attrition risk and by using this information to build marketing strategies for retention we


could really change how we deal with our customers. Next, let’s look at the health industry. Within the health industry, there’s other, new interesting pieces of data. So the Internet of Things. The Internet of Things is interesting. The Internet of Things, the new evolution of the Internet, it’s taking devices and tying them directly to the Internet, and with this new realm of information, we get new types of information. So, for example, have you ever seen a Fitbit or you know one of the scales that’s an IOT device. Also, this type of information can be used to track individuals and see how our individuals adhering to a wellness program and if they’re not occurring so that should their premium be modified. We can also consider, you know, doctor and nurses’ notes, so when you are dealing with a healthcare provider and your provided doctor nurse notes, one of the pieces of information that’s lost many times today is those handwritten notes. So, using natural learning processing to processes those handwritten notes and converting that to a digit digitized form you could build out a set of rules and tools to be able


to understand whether customers actually following a lot of these guidelines or these rules and when are they not. The other type of information that’s useful is prescription to refill history. So, we know for, example customers, are given a certain prescription and they’re not adhering by that prescription, then we can kind of say you know this customer does not really care about you know abiding by what was given to them in terms of their medical plan and by understanding that information we can kind of adjust, at least in terms of allocation and marketing, how we target those customers. Next, with travel and loyalty. Within traveler loyalty, we have various pieces of information. So one example would be survey results are interesting because they allow you to calculate things like a Net Promoter Score. So where this could be interesting, is for example, if you have a loyalty program and you want to understand which of your customers aren’t as engaged within the loyalty program, which customers would actually work for one of their friends. This type of information you can gather from survey, but it’s


unstructured data, so using some tools like Hadoop allow you to process this information to be able to identify these trends. Social media activity can be used to, you know, understand the customer’s behavior, and more importantly, in the travel industry consider an airline that’s giving bad service. If customers are, you know, writing about that airline, writing about the services, where they didn’t have a good time, you know, this information really decides on the sediment of your brand and I think sentiment analysis is a new topic within the industry and it’s very important to understand how your customers really feel about you. The other area that could be very interesting is understanding how customers are engaging with tools such as Facebook. So, for example, within Facebook, Facebook has groups, but think about the concept of you know certain groups attract different types of people and if you have certain customer groups that are affluent, that are attracted to certain affluent groups, it would probably make more sense to target premium products to these affluent customers. So, you can see, that using these kinds of tools and its pattern matching in this amount of event data you’re able to really match you know the


customer with better products. Next, let’s look at the insurance industry. So within the insurance industry let’s consider two examples one is video content and viewing statistics and there’s also inbound call center recording data. So the first one related to videos how this can be useful is imagine having you know on the insurance providers website having video content about different products and services available and if you see for example a customer that watches end to end one of the products related to or one of the videos related to life insurance products, and if that customer is fully engaged that entire viewing, there’s a much higher likelihood that that customer cares about that product then another individual. So it probably makes sense to target to them you know more products around life insurance. And when we talk about the inbound calls that are recording information we’re not going to be useful to think about it, as though the call center agent has a direct connection to the customer. So while that call recording is in place one of the interesting pieces of information that can come from that is customer mood. You can understand how customers feel about


their current experience. And if we think about the insurance industry where this is vital, think about the first insurance claim you ever make if that’s a bad experience customers will not want to continue that relationship so it’s very important for call center recording information to be transcribed and understood so that people can understand how customers are feeling about the experiences that we as companies are giving them. Next, I’m going to talk about some of the common misconceptions between Hadoop and relational databases. As you can see from this diagram, you can see how we’ve kind of plotted out Hadoop on the left side and traditional relational databases on the right side and down the page you can see different areas within your organization where we think these two types of emerging technologies, or Hadoop as an emerging technology, kind of map out. So to better describe this, let’s just consider first the bottom of the diagram. Within the bottom of the diagram, to the left, we can see unstructured data real-time interaction, high-volume processing, these all really are where Hadoop takes off and I’ve gone over this


before and I’m going to go over it further in the presentation, but I think we know that so far. I think where were traditional relational databases and Hadoop kind of very is if we think about the other category. So if we consider: security, IT support, static customer profile integration, these are areas where the traditional relational database server better and I’m going to explain why. First, if you consider your organization and traditional relational databases, traditional relational databases have been around for a long period of time and within your organization, you have people processes and applications that have all been built around traditional relational databases. So that means that you have also invested time and energy and, you know, building tools around all of this. So, if you want to change and adopt an emerging technology such as Hadoop, you need to consider the integration cost of that transformation. Well, Hadoop can do lots of these types of processing we’re talking about that traditional relational databases can do. We see them as kind of complementary tools and I’m going to explain further why that is. Specifically traditional


relational databases where they really play their role is when you need one source of truth information and where Hadoop plays it’s kind of, where it’s most effective, is working with fuzzy data and large amounts of data. So, you can see that on one side Hadoop is good for large amounts of data, and when data is fuzzy, whereas traditional relational databases are good for structured sets of data that are finite. The other point I wanted to make is related to the static customer profile. So, the static customer profile is probably one of the most important pieces of information you have about your customer. It’s telling you the one source of truth about your customer. And we know still the real home for that type of information is probably going to be a traditional relational database, and I’ll explain further why that is, but that doesn’t mean that Hadoop doesn’t have its place. Hadoop itself is great for detect a lot of this information and to capture a lot of that information, but the final story of the information in many times, would probably be in a traditional relational database


Let me share with you guys a few examples of some challenging questions for Hadoop. So the first question I have is: does the customer have a credit card? Can I market to this customer? I see the customer has two debits and one credit on their account: what is the customers current balance? Should I send my communication in English, French or Spanish? Shat products or services does this customer currently have with us? So, one thing you can kind of see is a trend here, is that all of these questions are kind of truthful or they have one answer there’s not multiple answers. It’s kind of a single yes or no reply, or single response to these questions and this is where relational databases do a much better job than Hadoop. While Hadoop can process this kind of information it’s not made for it’s made for vast amounts of data distributed computing system and to detect trends and fuzzy data and work with unstructured data by the nature of it. There’s another concept I wanted to quickly go over and it’s this concept of schema on read versus schema on right. So,


to really understand the true nature of relational databases versus to do Big Data, it’s important to understand that relational databases work on the premise of schema on right: which means that the structure that you have within the data is inherently within the database itself. So, the rules constraint and cleansing all are all done at the time of storing the information on the right of it. And one thing I think you guys are probably aware of them on the phone is that within your organization you’re your corporation has already invested in the time and capital for you know training DBAs and modelers to be able to understand the data; to structure the data in an unambiguous way and all of that is an investment that you guys also do have. So, it’s something to consider here that relational databases are maintaining that structure and that investment. Where Hadoop is different as Hadoop has this concept of schema on read which is we’re going to read unstructured data but we’re going to developer determine the meaning as we read it. And that really puts the onus on the developer of the of the processing unit within Hadoop to be able to


understand what the data suppose used for. Next, I’m going to go over a use case to talk about you know this second cost of a brought up of high volume and politics, just the sheer amount of data within big data being so much. So, I have a use case here for you guys and this the use cases from a real-life customer of ours which is a North American financial institution; but for the sake of confidentiality we’ve hidden the name and we’re calling it Acme bank, but I wanted to walk you guys through a visitor’s journey at ACME bank and I’m going to walk through how we use Hadoop within this  kind of process and I’ll explain to you guys the technologies involved. So, let’s start off with the visitor’s journey at the Acme Bank. First, let’s consider a user that is an anonymous user, that visits the Acme bank website. The user is browsing on the website and then sees the mortgage calculator tool and we can see that you know there’s high engagement with that mortgage calculator tool. Then, at that point, we think okay well the best activity decks to do is, you know, let’s target that user with, you know, a product


or offer related to a mortgage product or service. At that point, let’s assume that you know the user was on the website on their lunch hour they close the website, you know, they leave it, so our banner didn’t really help us, it failed, the offer failed. But we’re going to try again and how we’re going to try again is we’re going to consider the fact that, you know, that that same user of using the mortgage using the mortgage tool, you know, on their, you know, break before they go for their commute home they go to check the weather you know to see how the hell they’re afternoon commutes going to be, and while doing that we’re able to understand that you know we can send a third party ad through you know the weather website and that’s what we’ve done in this particular example. So, what we’ve done is you know the visitor leaves the website and then while they’re looking through the weather website we target them with a third-party ad related to that mortgage product and fortunately what happens, the user clicks on that display ad and is redirected to a landing page.


And that landing page it then takes the user to a new page and the user is asked for their email, and we incentivize the user to give us their email, but at that point, what we’re able to do is we’re able to target that user with an email related to that product. So, you can see this journey here where, you know, the first targeting doesn’t always work but what does help us here is we can plan out a journey and use different mechanisms to help us, you know, work with the customer to make sure that we’re effectively catching every opportunity we get. Next, I want to talk about some of the technology involved here. So, I’m going to walk through each of these items and talk about that so the first item what I wanted to go over is item one when we talk about the anonymous visit are going to be activate so what we do there is we use Hadoop to process web logs from the a-creeping website and using that information we then work with the integration that’s built in with IBM Campaign using hive to connect Hadoop and hive to IBM campaign and this is beneficial because now we’re able to use Hadoop data with an IBM




campaign to filter out behavior and then at that point what we can do is push that information to IBM Interact which is our inbound offer delivery service and by using interact to send out that message we’re able to send that easily through a channel that exists already. Now, the next thing that’s interesting here to mention is event patterns we’re using. IBM event patterns here, for a particular reason, the reason why we’re using IBM event patterning is because one of the challenges of detecting customer behavior is that we want to know sometimes what a customer does on a website, but sometimes we want to know what a customer is doing on a website now and when we want to know what a customer’s doing on a website now, this is where IBM event patterns works very well. Where if we consider Hadoop in the first node I have this processing data, the first node is passing that day, is processing that data possibly or near-real-time was where the third node is processing it in real-time and we know immediately what’s going on. So, for


example, when the visitor is targeted with a banner and does not respond to that banner what we’re able to do, is right after that we can use the power of what’s written as TM here, but that’s IBM triggered messaging. IBM triggered messaging allows you to take an event that occurs within the system and you can trigger up another message or another event to occur and what we’re doing is we’re using trigger messaging along with UVX, IBM’s Universal Behavior Exchange, and by using these tools together we’re able to communicate with Adobe Audience Manager. Now, Adobe Audience Manager is a data management platform and it’s quite popular in the industry, but I think the most important thing to communicate here is Adobe Audience Manager, where it works very well, is it works well in communicating with, you know, publishers that are, you know, working on the bid-ask prices of ads. So, I think the important part here this is providing connectivity from your marketing system to these third-party channels and we’re using triggered messaging and UVX to perform this. Next, what happens is, you know, one node six that the user clicks on the


display ad and is redirected to a landing page. Now, this is a great opportunity for us because within that landing page we’ve integrated interact and by having interact on that landing page, it gives us the ability to understand what the customer is doing; but more importantly, at the point at which the user has provided us with an email, we can connect the user’s activity to IBM Campaign and IBM Marketing Cloud to help us send out an email related to this marketing product. So more specifically, what I wanted to point out here, is TM and you’ve EXO triggered messaging and UVX where you can see they really show lots of value, is what you want to move from an inbound channel to an outbound channel communication. You can see that this pairing works very well and it kind of intrinsically built into the system, just bring back focus to the, you know, the Hadoop portion of this whole flow here. So, I know I talked about: Hadoop, Hive, IBM Campaign, IBM interact and event patterns, but I really want to call out


the fact that the integration built in here between Hadoop and IBM campaign and Interact and the event patterns, it’s tightly integrated and I think the important part here that’s interesting to understand is that what’s being brought to the table with the new functionality within IBM Campaign and Hive is providing marketers with access they did not have before – and I’ll go further into explain why this is. So, next, here’s an actual screenshot from the IBM campaign integration with Hadoop and Hive and, you know, from the look and feel you can say okay, this looks very similar to what you’ve seen before, you know, the same old process box is the same point-and-click interface and the difference here is this: if you see that select process there on the top left that’s actually reading data from Hadoop and if you look at the process block from the bottom there, it’s an Interact lost and that’s writing data to a whitelist within IBM interact. Now why this is interesting this should this is


showing a direct in a direct connection of data, or data flow, between Hadoop and Interact and that’s interesting because that provides us with the capability of being able to process big data and filter it out and in this particular example, we’re looking at you know certain customers who have a high down payment with a certain engagement score and within a certain period of time, so here we’re saying about 21 days and we want that data to be filtered out so that those can translate into offers that have been sent to a particular customer. You can also see here from this interface that the table mappings are very similar to what you’ve seen before if you’ve used IBM Campaign or Unica before and this is useful because it really shows that you know when you’re tying data together, it’s the same whether you’re working with Big Data IBM campaign, or you’re working with a relational database. The other point I want to also talk about is the fact that as a marketer as a marketer you’re given a tool here where you have a point-and-click interface and you’re able and empower to be able to connect


with Hadoop and use that information to build out a valuable tool for marketing. Before I finish off here today the last point I wanted to go over is just kind of a tip when it comes to troubleshooting Hadoop and IBM Campaign. So, when working with you know these new types of emerging technologies, they are great, they are exciting, but I wanted to just share with you guys kind of a tidbit of information we learn from kind of our practices that we’ve done. So, you’ll notice that with Hadoop. Hadoop is an ecosystem reduced a lot of tools and I think understanding that it’s a layer and a set of technologies that are working together. It’s very important to integrate to integration test, but more importantly looking at things as layers so as you layer on new technology. So, for example, in our situation when you have Hadoop clusters you have hive and HBase as the database if you have the ODBC driver you have IBM campaign. Each of these are different components and different layers of the infrastructure that you’re building and it’s important to test it along the way because as you can notice these are not no longer just you know architectural changes the data


implications too so I think to really understand what you’re doing and make it clear, to save time and energy knowing that integration testing is so expensive I think this is an important to look you guys should know that make it a very a test every strategy and make sure it the layered strategy, that’s the approach I would take: a layered approach.

Okay, so that’s a staging that concludes the speaking portion of our webinar so we’re going to be transitioning into a Q&A. So again, it’s a tool box on the right-hand side of the client we’ve got some questions already for those of you who can’t stay for the question answered periods; thanks again for your participation. Of course, we’ve already mentioned there’s an IT follow-up focus that webinar that we plan to cover this topic as you can see it’s quite a big topic and so we’re definitely looking at this as a series and we welcome your feedback in terms of what you’d like to see included. Best way to reach us is


Alternatively, we will be in Vegas, so Sin City and what happens in Vegas,  we hope you tell us so that we can include in future webinars so we will be there March 20th through the 22nd please reach out you can find an opportunity to connect there. So I do have some question here Ajay, it looks like we’ve got one that is obviously coming from someone who knows IBM campaign quite well and it seems to be a question around you know did something that this customer should be considering using for their system tables for IBM campaign so maybe you could describe what our system tables and you know subject appropriate for that or not? Yeah, sure, so I think the important thing to consider is first that Unica does not support using Hadoop or your system tables and while that sounds like


you know a compatibility issue, that that’s not actually a compatibility issue. I think it’s really based on the design of what they have in their product and the reason why is this: the Unica system tables what are they the Unica system tables are a set of tables that are storing the metadata about your marketing campaign structure and also the configuration information and security information of your enterprise platform tool. Now the important thing to think about here is that type of data is one source of truth data right we know it is a single source and we want it to be structured so it’s fast. So, this is a kind of the best case for some of that data you want to store now that doesn’t mean that certain types of data and maybe you know the contact history could be in the future, you know, a translated form that could be, you know, within Hadoop. But I would say today it makes the most sense for system tables to be in a relational database and I’m sure the applications will come in will expand with time.

Okay, great, so I think


the next question I have is it seems to be a fairly technical one, so perhaps better address center I do follow up but it’s a question around, you know, Hive, its relationship to those ODBC drivers so maybe you could share a bit more of how that networks the question specifically around you know where temp tables generated when you’re using that so is there somewhere you could share their over, you know, is it something to suggest to look at the IT-focused webinar. Yeah, sure. So, I think the point that’s important here is that when it comes to Hive, the power of Hive, is that Hive acts as an abstraction layer for, you know, Hadoop to communicate with sequel databases. So, Hive itself, think about it like kind of the translator of information of, you know,


Hadoop, which is connecting to a Hadoop database HBase and that speaks in SQL and converting that to a format which is sequel. So, I think the important parts of the note here is that with the integration of high within IBM Campaign and IBM Interact the benefits are that IBM campaign speak sequel and thought that is translated through Hive you have a direct relationship to, you know, the Hadoop database and it will process it in the way you want it to work. That doesn’t always mean it translates to the fastest operation, but to the point of temp tables, I think that the important part here is to understand that, you know, certain times you’re going to want to have temps times tables certain times you’re not going to want to have some tables. So, I think that’s really going to be based on more of the use case so move that the temp table discussion, but I hope that answers the question of, yeah.

I think there’s it looks like there’s a few more parts of that question, so those are great questions. Thank you for that, we will include more


detail on that in the IT follow-up webinar. There is a more general guidance question that just came in, so this one is kind of, it’s a big question around, you know, when a marketer is looking at, you know, their marketing campaigns to paraphrase this question: how much of that should be, you know, based on these big data sources that we’ve covered and versus how much would be the traditional relational databases and, yeah so, is there any general guidance to in providing that I guess you know the approach we took or you up this through was looking at examples and kind of, you know, you know, perhaps he could enlighten us into, you know, why did you pick those examples, you know, why were those you know this is a deed that the pattern nature them normal is it. Yeah sure, so I think the difference between I guess the data itself, this is kind of a big one between the two


technologies so if we think about big data versus traditional and marketing data the difference is really unstructured data when we talk about unstructured data we’re talking about event data and when we talk about event data what that means is it means events and it means a lot of data, and when you have a lot of data. So, when you have the amount of volume of data increased that puts you in a position to be able to understand patterns and trends and determine things that are typically fuzzy so for example think about the mortgage tool example if someone just went to the mortgage tool once and you clicked on a few knobs change the value sent it out that’s one behavior that’s one data point. Versus, let’s say, Joe goes on the website of a mortgage calculator tool and goes there you know 20 times in a week is trying all different variations of different, you know, a length of the mortgage fixed versus variable so trying all these different variables within the tool, gives you a different experience of what, you know, someone like Joe would be going through using that tool so I think on one level it’s important to understand


that you know there’s certain cases where you want to have unstructured data and certain cases where you don’t want to have unstructured data and, I think, the point of a relational database is really to focus on using a relational database one you want to have structure and when you want to take away to end acuity and certain types of one source data one source of truth data needs to have that ability. Yeah, that’s kind of a great answer and I guess some going back to the use case it was kind of fun you know if you think about the mortgage calculator the reason we picked that one is I guess could we say it’s fair and, you know, Duke was aligning with what it’s good at which is the kind of being a catalyst or kind of the starting point for a campaign kind of a detection role right. So yeah, I would say that’s a good point Joe. So, in terms of Hadoop itself it is it is kind of the you know the calculator it’s going to be able to generate data and process vast amounts of data but it is used early on in that process and the point


is that once it processes that data and you do generate some sort of analytics from it you either have the choice of storing that information in the structure or not and I think that’s where the relational question comes into play.

Great, so, I know this is probably you know an IT focus webinar question but maybe at a high level you know we’ve got a question here in terms of, you know, what the heck is Spark, you know, versus to do but it seems to be something that’s Apache spark it seems to be coming up in the in many circles so if you had to kind of in a nutshell explain the you know the differences or what people should care about as a marketer what would you say. So, I think the important thing about Apache spark is one it’s very interesting and I think all of you should keep it on your radar. One thing we should point out is that anything to do with Hadoop today typically is not related to a real-time scenario and what I mean by that is if you have vast amounts of unstructured event data you’re going to


have to process that data and while Hadoop is a distributed computing system and can process the data the challenge you have is the time delay of being able to do that how do works but the sort of situations where a dupe is not the best tool and if you talk about Apache Spark, Apache Spark is the answer for that, Apache Spark is in-memory computing in-memory processing on a distributed data grid and the benefit there is that you can have real-time, not near real-time. The real-time processing done and this allows incredible things to happen so good examples of this are you know with the Netflix or Uber they’re using these technologies today to you know to recommend movies to you or for your route for route recommendation so these type of real-time, very high complexity processing that you want to do in memory and very quickly is best case for Apache spark and I just to bring that back to Hadoop, all of that is within the Hadoop ecosystem and that’s the important thing to bring home here; these all integrate very well with Hadoop technologies. Okay, so we’ve got another question


oppression it’s asking about that integration was campaign sort at this time is hide the only option or there are other options the digital world for. So I would say Hive is your best bet right now and the reason I say that is if you say if there’s other options yeah I mean Hadoop works with unstructured data so any data you put in and out of campaign could it could effectively be unstructured if you keep it that way like we mentioned before big data is related to this concept of schema on reads you’re creating the meaning when you read the data so I think the point to take home here is one the benefit of using hive is you make use of an enterprise-grade tool which is hive that allows you to translate sequel to Hadoop type of processing and by using any other alternative or a custom solution it may be possible for you to build your own integration, but I probably would think that you’d waste a lot more time trying to build in that integration than kind


of relying on Hive. Hive is a well-known product. Hive is trying to do what it does best, and I think your efforts are probably better spent if you’re really trying to understand you know is hive the best option really reconsider what is the use case you’re trying to build out maybe you’re not processing the data in the best way. Like Joe mentioned before, sometimes you should be processing the Hadoop data in a certain way and maybe the application of what you’re trying to do is not the best one maybe you should be looking at other tools to process that information in the stage format or something else so I think there’s many things to consider but I would say if you’re going to use Hadoop with IBM Campaign, use hive it makes sense and otherwise I would reconsider what the what you’re trying to build out. Okay great, so just that you know doing a quick look at the time so it looks like we pretty much exhausted our time today for the Q&A; section so for those of you that participated in this so thanks very much and you know just to reiterate you know we are going to be following up it’ll be


an opportunity to have that recording of this webinar made available to you and again we’d love to see in person if you’re amplifying otherwise you know market wide and our apologies for the typo there but as you can imagine this is a pretty you know fast paced you know topic and you know sometimes we did some of these details so you go by the wayside when we’re trying to get the most recent information about these technologies to you so our apologies so once again thanks again for your time you know today taking it out of your get work schedule so we hope it was valuable for you and they look forward to receiving your feedback on this webinar and you know being involved in our planning of future webinars all right thanks very much have a great opportunity everyone.