Event-based Marketing Solution

Respond to customer needs and opportunities at exactly the right time

The IBM® Event-based Marketing solution is a complete set of capabilities focused on identifying the opportune moment to extend a message to a customer or prospect. Most solutions can react to direct changes in customer behavior and deliver an outbound message. But IBM's solution does much more.

Solution Components

Only IBM has the capability to evaluate high volumes of volatile data, such as transactional data, in order to detect nuanced changes in behavior over time. These "events" detected at the right time coincide with relevant opportunities to cross-sell a product or service, prevent the customer from leaving for a competitor, or nurture the customer relationship.

IBM's comprehensive Event-based Marketing solution includes the following features:

• Identify points in time, on an individual basis, for cross sell offers, proactive intervention to prevent attrition, or contact that deepens the customer relationship. These points of time are identified by monitoring detailed transactional data and other behavior for millions of customers simultaneously.
• Conduct further prioritization and decision-making to determine what should happen next in your campaign, then include customers in outbound campaigns where appropriate.
• Schedule action through a salesperson or other channel that can follow up in a timely manner.

With IBM's Event-Based Marketing solution marketers can achieve the following objectives:

• Gain more timely insights into customer needs and opportunities. Track complex events, behavior patterns and trends for millions of customers concurrently, and alert marketers to needs and opportunities sooner than through traditional campaign-focused marketing.
• Improve results and reduce guesswork by eliminating questions about who and when to target, and what to offer, instead ensuring that relevancy is improved by letting the customer dictate the terms and conditions of the contact.
• Respond more quickly to opportunities by knowing more about customer needs than the competition, and automatically triggering outreach to customers at the most opportune moments.
• Make an impact immediately using a packaged library of event-based marketing “triggers.” Packaged libraries ensure that industry best practices are followed, deployments are accelerated and high rates of ROI are consistently achieved.

Solution Resources

• White paper: Expanding the Power of Data Event-Based Marketing in Telecommunications
• Data sheet: IBM Opportunity Detection (PDF, 138KB)