Enterprise Marketing Management Platforms and In-Store Beacon Technology

Enterprise Marketing Management Platforms and In-Store Beacon Technology

Retailers who have taken advantage of beacon technology are approaching an interesting avenue. For anyone who is new to the beacon technology, it is a small piece of hardware that enables app and website alerts when someone approaches or leaves the location where a beacon is installed. In the world of retail, this technology, accompanied by a Marketing Management software, can help detect where the consumer is at any given moment.

It has been many years now that retailers have access to fairly sophisticated web analytics technology. Companies understand their audiences – what they like and dislike, what kind of products they buy and what drives their buying behavior. Until recently, it was not that easy to track buyers’ behavior in the store. Needless to say, aligning data between online and offline sources as well as making data actionable seemed like an almost impossible task. Beacon technology and enterprise marketing management solutions can provide some interesting possibilities for retail chains in this regard. For example:

  • In-store personalized retargeting and consumer interest tracking
  • Product cross-sell notifications
  • Consumer-related data alignment between CRM, web analytics, in-store interest and POS data
  • Improved cross-channel marketing by factoring IBM Universal Behaviour Exchange into ad-stack equation

By 2020, there will be 400 million beacons will be deployed. Stores like Target, Macy’s, Urban Outfitters, Tesco, Best Buy, Walgreens, etc. are all embracing beacon technology at scale. For example, Walgreens is using beacon technology at over 7000 locations, Target is expanding beacon technology to over 50 of its stores nationwide, and Macy’s has recently installed over 4000 beacons and has now over 700 stores enabled by beacon-related technology.

Why does all of the above matter? It matters if you are on a retailer side. Beacon technology is relatively inexpensive to operate and enables two significant and very powerful capabilities. It helps retailers track in-store buyer behavior and have an option of engaging or communicating with a customer. This opens up a whole world of possibilities; not to mention that this opens room for an equivalent of Google Analytics benchmarking but for in-store buyers’ behavior, should retail chains ever consider joining forces in the future.

Imagine a scenario where we are considering a large nationwide or even international retailer chain. There is a CRM in place, a mobile app and website for online purchases, a web analytics tool, as well as IBM Unica or a similar enterprise marketing management platform in place. What comes to one’s mind immediately is that web analytics-driven data can easily be pushed via API to a Customer Relationship Management program, so our retailer knows not only which product a consumer is buying, but what else has been researched and considered in the past while browsing on the website or mobile app. At the same time, in-store customers are within the reach of a beacon, so in-store buying and product browsing habits are revealed. Aligning the two gives a better understanding of the client, how they research, and what they buy, while the retailer has an option of pushing alerts and notifications to the buyer in the store via the mobile channel. This way, more personalized and individual consumer-oriented messages and offers can be crafted and delivered to a potential buyer promptly – “In the moment marketing.” One might ask, what’s the trick? Well, there is one or two. It requires alignment of multiple platforms and pretty sophisticated software to execute customer journey and timely notification push logic.

This is where solutions like IBM Campaign and Interact can come into play. IBM Interact can be used to deliver the logic as to how customers can be reached, and what sources of alerts or notifications to use (e.g. mobile SMS or email). The actual segmentation and delivery will be executed by IBM Campaign. Of course, if IBM Analytics is in use, it simplifies API driven information exchange. The key advantage of IBM Platform, in this case, is that it can support complicated segmentation and message delivery rules while applying them to a large-scale customer population (hundreds of thousands to millions of customer records) and being able to deliver “In The Moment” marketing experience for consumers.

In a way, this is a sophisticated “In-Store Retargeting” that allows the retailer not only to be very timely and relevant with their offers but also to discover and accumulate a wealth of intelligence about their customers. This beacon-enabled “In The Moment Marketing” and analytics gathering can be enhanced further, if IBM Universal Behavioral Exchange (UBX) is in the play, as this solution allows to reach some key marketing platforms like the TradeDesk, MediaMath, Turn, LiveRamp, etc. enabling retailers to factor in programmatic marketing into the equation. For example, aligning in-store buyer messaging with a cross-channel retargeting campaign will be one of many potential use cases here.

Join us for the next blog post where we are going to demystify IBM UBX (Universal Behaviour Exchange) and its importance to marketers who want to take a full advantage of cross-channel advertising technology.

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Nicole Plouffe

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Nicole harnesses over 8 years of professional experience in executive and administrative roles to ensure the smooth operation of Munvo’s offices, projects, and processes. By working alongside Munvo’s President, she expertly supports the team and leads a number of Munvo community initiatives. Not only does Nicole dream up cool ideas; she puts them into practice by arranging the right people with the right resources.

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Ed Scrivani

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As Chief Operating Officer, Ed oversees the teams responsible for managing professional services, sales, and software products. Ed comes to Munvo with 30 years of enterprise sales and service experience in Enterprise Marketing Management, Online/Mobile Customer Experience Management, Web Content Management, and eCommerce Solutions. Ed brings an extensive background in building teams, coaching and developing talent, and exceeding revenue targets in high growth companies.

Ed started his career in sales engineering and management, selling relational database technology for Informix Software. He then moved to one of the first eCommerce companies, Open Market, where he lead a national team of sales engineers and later ran their professional services practice. He transitioned into direct selling with companies such as Open Text and Oracle. He has spent the last eleven years managing North American sales organizations for companies such as Tealeaf (IBM), Neolane (Adobe), and Quantum Metric.

Ed hold a BS in Computer Science from Hartwick College and a MS in Computer Science from BGSU. 

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With a Bachelor of Commerce in Accounting from Concordia University, she first established her career in accounting firms, and spent 6 years at Fuller Landau where she was the Manager and Director of their small business division. She then moved on to a family-owned real estate company as Controller for 7 years before bringing her expertise to the Munvo team.

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Chris holds a Bachelor of Science from the Franklin Pierce University in Business Administration and Management, which he pursued while dominating the baseball field.

Artour Kitbalian

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Artour joined Munvo in 2013 as a Consultant delivering services for both the Adobe and IBM (now UnicaCampaign practices to clients across Canada and the US. He quickly earned himself a reputation for providing high-level services while maintaining a relaxed and friendly environment.

Leveraging his consulting experience as a Business Solutions Consultant, Solutions Architect, and Named Account Manager, Artour has been developing Munvo’s client profiles by working closely with them to bring tailored solutions to their needs. The dedication that he demonstrates in each engagement ensures that our clients’ aims remain a top priority.

Before joining Munvo, Artour worked as a Data Migration Consultant. He also holds a Bachelor’s degree in Mechanical Engineering with a minor in Management from McGill University.

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Alex holds double majors in Business Economics and International Business from the Kelley School of Business, Indiana University – Bloomington.

 

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Since joining Munvo in 2013, Dave has continuously focused on helping organizations enable their strategic vision through the evaluation and onboarding of key value-based technologies and processes. With direct experience in implementing over 25 EMM projects across Canada, the US, South America, and Europe, he specializes in designing business-driven solutions for the Banking, Travel, Telecom, and Healthcare industries. Prior to joining Munvo, Dave has held positions at Rogers Communications, Arthroteq Preclinical, and Forniture Technice Europee – an Italian-based electronics distributor servicing the RF communication sector.

Dave holds a Bachelor’s degree in Computing from Queen’s University, as well as a Master’s in Management from Harvard University. A frequent traveller by nature, he speaks English, Italian, French, Spanish, and Hebrew, and can sometimes be found swimming laps, enjoying a live jazz show, or discovering a new pizzeria.

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Anna holds a Bachelor’s degree in Computer Science from Concordia University and is currently pursuing a certificate in Data Science and Machine Learning at McGill University. She also holds a Master’s degree in Economics and Administration.

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As a Computer Science undergraduate at the University of Toronto, Ajay was Co-Owner and Lead Developer at Beatcatalyst.com, and subsequently worked for IBM and Toyota.

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Prior to joining the Munvo team, Brad also worked at Research In Motion (Blackberry) and earned dual Bachelor’s degrees in Computer Science and Business Administration from Wilfred Laurier University.

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Prior to joining Munvo, Andrew completed two Bachelor’s degrees in Computer Science and Business Administration at Wilfred Laurier University.

Serge Bohdjalian

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Serge joined Munvo in 2011, bringing with him a wealth of technical and marketing experience. He now manages a Professional Services team specialized in marketing solutions and digital analytics.

For ten years, Serge worked at Matrox Graphics, first as Lead Technical Writer and then as Senior Marketing Manager. He was also the Chief Technologist and owner of Memidex, a word-reference aggregation website with nearly one million pages of content.

Serge holds a Master’s degree in Business Administration from the John Molson School of Business, a Graduate degree in Computer Science, and a Bachelor of Arts in Communications from Concordia University.

William Brooks

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As the Vice President of Salesforce Practice, Wil is responsible for developing and assisting new lines of business in addition to overseeing the recruitment and resource development functions at Munvo. Since joining Munvo in 2011, Wil has been engaged in more than 25 Enterprise Marketing projects for industries such as banking, travel, retail, insurance, loyalty, telecommunications, and healthcare. The depth and diversity of Wil’s experience now informs his work in client management and talent acquisition here at Munvo. In fact, he both consults and facilitates workshops in Marketing Resource Management and Campaign Execution & Optimization.

Prior to joining the Munvo team, Wil worked for Publicis, John Hancock, and TeraGo Networks. In 2007, he earned a Bachelor’s degree in Commerce from the University of Toronto.

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As the Vice President of Sales and Alliances, Bill is responsible for supporting Munvo’s rapid growth, while maintaining successful relationships with the company’s clients and technology partners. Since first joining Munvo in 2014, he has played a key role in establishing strategic agreements with various global corporations, in conjunction with the Professional Services and Product teams.

Bill launched his career as a Software Business Consultant back in 1990 when he worked for GEAC Computer Corporation. He went on to provide services for companies such as Epicor Software, Screenscape Networks, eBridge Software, ADFLOW Networks, Nexterna, and the UR-Channel Broadcasting Company. Bill holds a Bachelor of Commerce from McMaster University.

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Johanne is the Chief Financial Officer responsible for Munvo’s Finance, Human Resources, and Procurement departments. Prior to joining Munvo, Johanne began her career as an auditor at Poissant Thibault Peat Marwick Thorn (now KPMG) and worked as a law clerk at McCarthy Tétrault. Johanne later took on the role of internal auditor for multiple multi-national organizations, including Cirque du Soleil Inc. and Quebécor World Inc., and also served as the Chief Financial Officer for two subsidiaries of Group Air Liquide in Asia, where she led the Finance, Procurement, and Information Technology departments.

Johanne holds a Bachelor’s degree in Business Administration (B.B.A.) from HEC Montreal, a Bachelor’s degree in Quebec Civil Law (LL.B.) from the University of Montreal (UdeM), in addition to the titles of CPA•CA, Lawyer (LL.B.), and Certified Internal Auditor.

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Mathieu founded Munvo, originally Client Spectrum, in 2005 after two decades of software and management experience. Deeply inspired by Jim Collins’ influential book, Good to Great (2001), Mathieu started Munvo with the determination, discipline, and entrepreneurial drive to build a world-leading company related to Enterprise Marketing Management solutions. He is now supporting the management team and is also involved with strategic initiatives for Munvo’s continued growth.

Prior to Munvo, Mathieu began his career at Andersen Consulting (now Accenture) and then moved on to an eight-year management tenure at Dun & Bradstreet software. He joined the consulting firm Proximi-T in 1994 as Vice President of Software Solutions. Proximi-T would later become Fjord, a division of Cossette Communication Group, Canada’s largest marketing communications agency.

Having previously worked as an Assistant Professor at CIREM-HEC Montreal, Mathieu remains an avid public speaker on topics such as CRM and Enterprise Marketing.

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Nabil holds a double Bachelor’s degree in Organization Management and Computer Science & Engineering, as well as Master’s degrees in e-Commerce and Business Intelligence.