IBM Commerce Learning Academy 2015 13-16 October|Dublin, Ireland| #ibmlearning Marketing Session 08 UBX Part 1 - Overview and use-cases for marketing data exchange ecosystem Nimesh Bhatia, IBM Commerce #IBMCommerce
IBM CommerceLearning Academy 201513-16 October|Dublin, Ireland|#ibmlearning
Marketing Session 08UBX Part 1 - Overview and use-casesfor marketing data exchange ecosystem
Nimesh Bhatia, IBM Commerce
#IBMCommerce
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#ibmlearningAgenda1. Background
2. Overview of UBX
3. Demo
4. Use-cases
5. UBX API
6. Event Taxonomy
7. How to participate in UBX ecosystem
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Why is an open data exchange so important?
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#ibmlearning#ibmlearning42% of Customer Data comes from External Sources
Source: Gartner's Data-Driven Marketing Survey, 2013
#ibmlearningBusiness cannot consume 90% of collected data due to organizational silos.
…resulting in disjointed customer experiences
Marketing eCommerce Service
1 Gartner Big Data Analytics survey 2014
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LOB clients are challenged to understand customer behaviors and journeys that are essential to omni-channel engagement
Fragmented Vendor Landscape
Innovation is outpacing consolidation
No single vendor provides the capabilities expected by the customer
Restrictive Competitor Ecosystems
Competitor ecosystems are closed and proprietary
Requires central Cloud data repository
SAPOracleAdobeSFDC
Limited Insights
Unable to know customers as individuals and in context
Complex and costly infrastructure due to custom integrations
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#ibmlearning
UBX empowers marketers with streamlined access to a connected omni-channel view of the customer journey
Business users can focus on using customer context rather than the complexities of assembling that context
Customer context is continuously exchanged across an organization’s solution ecosystem
IBM Customer Analytics and partner network ecosystem delivers a robust contextual view of the customer for insights and engagement
IBM Universal Behavior Exchange (UBX)
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#ibmlearningUBX API integrators are critical in building a robust ecosystem and building exceptional customer experiences
API Integrators Ecosystem Business Users
Build an omni-channel ecosystem of solutions by implementing UBX APIs
Syndicate events and audiences to optimize
analytic and engagement activities
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#ibmlearningUBX addresses business use cases by syndicating customer event, profile, and audience data across the ecosystem
Understand customers contextually by exchanging customer event and audience data across the UBX ecosystem
Deliver competitive advantage with personalized experiences – online and offline
Audiences
CONNECT
SEND
Events
Journeys
Customer Service
MobileAlerts
AnalyticsOwned Media
Social
Social
Cart
Mobile
RECEIVE
Universal Behavior Exchange
Identifiers
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#ibmlearningEcosystem Use CasesUse Case Events/Audiences Ecosystem participants
Leverage paid media to engage customer on third party sites with optimized offer recommendations
Customer ID sync, recommended offers, viewed offer, accepted offer, rejected offer
MediaMath, TTD, Interact, Engage
Enhance customer profiles with rich social login customer data to improve omnichannel customer marketing & engagement
Login, logout, likes, comments Gigya, Engage, (Campaign)
Build data-driven omni-channel marketing activities triggered by Mobile Customer Engagement events
App opened, uiPushEnabled/Disabled, richContentOpened, URL/Phone # click
Mobile Customer Engagment (Xtify), Engage, Campaign
Build data-driven omni-channel marketing activities triggered by Mobile Wallet events
Mobile wallet add/delete items/offers, offer redemptions, loyalty card actions
Vibes, Engage
Enhance customer loyalty leveraging results of omni-channel marketing activities, customer scoring and behavior
Email offers and responses, web offers and clicks
Exchange Solutions, Engage, Digital Analytics
Drive leads and sales opportunities in CRM based on significant customer website & ecommerce events
Cart purchase, cart abandon, conversion, conversion abandon
Digital Analytics, SugarCRM
Retarget customers with relevant offers by syndicating audiences from Digital Analytics or Silverpop to Facebook
Stagnant customer segments that qualify for retargeting
FB Custom Audiences, Digital Analytics, Silverpop
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1. Customer visits company web site
Build data-driven omni-channel marketing activities triggered by subscribed Digital Analytics web events
Cart Purchase Abandoned Conversion Searched Site
Cart Abandonment Product ViewAdditional GA Events
Conversion Visited Site
4. UBX sends recognized web events to a subscriber
2. Web event publisher determines recognized web events to publish to UBX
3. Publisher endpoint calls UBX API and publishes customer events as they happen
5. Subscriber endpoint leverages web events to engage customers with relevant content
Company Website
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1. Client user identifies a stagnant audience that may benefit from retargeting activities.
Retarget customers with relevant offers by syndicating audiences from an audience publishers to a DSP destination
2. An eligible audience segment is created (e.g. Digital Analytics or Silverpop)
Field Mapping
Identity Mapping &
HashingScheduler
3. Audiences will be exported if they are scheduled for syndication in UBX
4. UBX will prepare an audience payload for a destination using the identity, hash, and field mapping set up by a user for a scheduler cadence
Audience
5. UBX sends the audience at the scheduled cadence setup by a user
6. UBX APIs used to send an audience to an endpoint destination
7. Client user sets up an audience in DSP for retargeting
8. DSP will display ads in paid media web sites for the qualifying audience contacts
Publisher Website
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UBX DemoCustomer Experience
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Overview of UBX APIs
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#ibmlearningEndpoint integrators can choose how to participate in the UBX ecosystem by implementing public APIs
Event Syndication Audience Syndication
Syndication of customer-level, omni-channel events for real-time engagement and analytic activities
• Event Publisher• Event Destination• Event Publisher and Destination
Syndication of target audience segments for engagement and analytic activities
• Audience Publisher• Audience Destination• Audience Publisher and Destination
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#ibmlearningPublic APIs allow integrators to participate as UBX event and/or audience syndication endpoints
endpoint
eventtype
event
Registers an endpoint as a publisher or destination using an authentication key
Registers an endpoint event type available for syndication
Pushes customer interaction date in real time
subscription notification
Notifies publishers when there is an active event subscriptions for their endpoint so they can send data
segment Manage, publish and consume audience segments
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APIsEvent Syndication
High level steps to become Event Publisher/Subscriber Endpoint
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#ibmlearningRegistering a new endpoint for a client’s ecosystem
Register new endpoint
Authentication key for partner
endpoint
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API : Endpointhttps://pilot-ubx-api.adm01.com/v1/endpointHeaderContent-Type: application/JSONAuthorization: Bearer c582232f-xxxxx-40b6-xxxxx-19f3a5fd9264
Body{ "providerName" : "IBM", "name" : "AppPublisher", "description" : "App Publisher", "endpointTypes" : { "event" : { "source" : { "enabled" : true },
"destination" : { "enabled" : false } }
} "marketingDatabasesDefinition": { "marketingDatabases": [ { "name":"marketingDBSource1", "identifiers": [ { "name":"Email" , "type":"email" } ], "attributes": [ { "name":"MailSendTime", "type":"MailSendTime", "isRequired":true }, { "name":"Email", "type":"email", "isRequired":true }, { "name":"CustID", "type":"CustID", "isRequired":true },
] } ] } }
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Marketing Database
The identities section of a marketing database facilitate joining identities across different endpoints.
For example, if an endpointA has a field called “home_emailaddress” of identity-type ‘email’ and endpointB has a field called “work_emailaddress” also of type ‘email’, UBX will join records across these two endpoint when an event comes in with the same value for both those fields.
In order to ensure data integrity, joins will be done across endpoints only when identifier are described in the marketingDatabases.
"marketingDatabasesDefinition": { "marketingDatabases": [ { "name":"marketingDBSource1", "identifiers": [ { "name":“workEmail" , "type":"email" }, { "name":“smdID" , "type":“phone" }, ], "attributes": [ { "name":"MailSendTime", "type":"MailSendTime",
"isRequired":true }, { "name":"Email", "type":"email", "isRequired":true }, { "name":"CustID", "type":"CustID", "isRequired":true },
] } ] }
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API : EventTypehttps://pilot-ubx-api.adm01.com/v1/eventtype
HeaderContent-Type: application/JSONAuthorization: Bearer c582232f-xxxxx-40b6-xxxxx-19f3a5fd9264
Body{"code" : "emailOpen", "name" : "emailOpen", "description" : "e-mail description", "attributes":[ {"name":"eventName","type":"string"}, {"name":"messageId","type":"number"}, {"name":"subjectLine","type":"string"} ]}
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Syndicating events
Open event subscription
wizard
Go to the Events Tab
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#ibmlearningEnabling event syndication to a destination from publisher’s inventory of recognized events
Select a destination for
the event
Select recognized events from a
publisher
Confirm selections
Enable subscription
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View and manage active event syndications
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API : Publish Eventhttps://pilot-ubx-api.adm01.com/v1/event
HeaderContent-Type: application/JSONAuthorization: Bearer c582232f-xxxxx-40b6-xxxxx-19f3a5fd9264
Body{"channel":"email", "identifiers":[ {"name" : "email", "value" : “[email protected]" } ], "events":[ {"code" : "emailOpen", "timestamp" : "2015-19-16T11:07:12Z", "attributes" :[ { "name" : "eventName", "value" : "Email Open", "type" : "string" },{ "name" : "messageId", "value" : 1, "type" : "number" },{ "name" : "subjectLine", "value" : "subject line instance", "type" : "string" } ] } ] }
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APIsAudience Syndication
High level steps to become Audience Segment Producer/Destination Endpoint
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#ibmlearningRegistering a new endpoint for a client’s ecosystem
Register new endpoint
Authentication key for partner
endpoint
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API : Segment Endpointhttps://pilot-ubx-api.adm01.com/v1/endpoint
HeaderContent-Type: application/JSONAuthorization: Bearer c582232f-xxxxx-40b6-xxxxx-19f3a5fd9264
Body{ "name" : "SilverPop Engage", "description" : "Siverpop Engage Segments", "providerName" : "IBM", "url" : "https://segment-sp-pilot.ubx.ibmmarketingcloud.com/SPEndpoint", "endpointTypes" : { "segment" : { "source" : { "enabled" : true } } }, "marketingDatabasesDefinition": { "marketingDatabases": [ { "name":"marketingDBSource1", "identifiers": [ { "name":"Email" , "type":"email" } ], "attributes": [ { "name":"MailSendTime", "type":"MailSendTime", "isRequired":true }, { "name":"Email", "type":"email", "isRequired":true }, { "name":"CustID", "type":"CustID", "isRequired":true },
] } ] } }
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Syndicating audiences
Open audience sharing wizard
Go to the Audiences Tab
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API : Endpoint -> segments GET {endpoint.url}/segments
Sample response: {"responseStatus" : "success",
"result" : { "totalCount" : 235, "data" : [
{"id" : 38916,//required"name" : "Holiday week's abandoned carts",//required"description" : "All abandoned shopping carts during holiday period“
},{"id" : 44252,
"name" : "Last week's abandoned carts","description" : "All abandoned shopping carts from last week“
}, ....
{"id" : 89525,"name" : "Today's abandoned carts","description" : "All abandoned shopping carts from today“
} ] } }
Get list of segments - Returns a lightweight version of the segment definition. The name and the description of the segments will show in the user interface as the user browses for segments. The segment’s id will be used for subsequent API requests for that segment :
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#ibmlearningInitiating audience syndication to a destination from a publisher
Select an audience
destination
Confirm selections
Go to next step
Select target audience from a
publisher
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Map the identifiers
Map the attributes
Confirm selections
Go to next step
Mapping identifiers and attributes for an audience syndication
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Select a run schedule for an
audience Share an audience
Set a run schedule and share an audience
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Manage scheduled audience sharing
jobs
View active and historical audience
sharing jobs
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Manage audience sharing jobs
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Segment and Job APIs for Segment Producer
Return a list of segments (ids, names and descriptions only)GET /segments
Return detailed meta data about a specific segmentGET /segments/{segmentId}
Export the segments dataGET /segments/{segmentId}/data
Create a new job to export the data for the segment in the post bodyPOST /jobs
Return the status of an asynchronous segment export jobGET /jobs/{jobId}
Return the segment data that was exported for the segment export jobGET /jobs/{jobId}/data/{dataId}
APIs needs to be implemented by segment producer
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Segment and Job APIs for Segment Destination
Create a new segment and return the id of the newly created segmentPOST /segments
Add new contacts to the segment with the specified segment idPOST /segments/{segmentId}/data
Replace all contacts in the segment with the specified segment idPUT /segments/{segmentId}/data
APIs needs to be implemented by segment subscriber
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Segment Export Process - how the UI connects up to the APIs
1. When a user elects to share segments a segment dialog is shown which loads segment definitions from ‘GET /segments’ API of the segment producers.
2. After a user selects the segment they may click an ‘info’ icon next to the segment to view its details. This will call the Endpoint API to retrieve segment details using ‘GET /segment/{id}’ API.
3. After a user selects a segment to export and chooses a destination endpoint they click ‘Next’ and select an identity schema and (optionally) additional attributes to export. Options to select identity schemes and additional attributes come from the endpoint’s MarketingDatabase schemas that it declared during endpoint registration. A segment producer can also (optionally) provide this info via the ‘GET /segment/{id}’ API.
4. When a user clicks ‘Share’ UBX put the job on the job queue to export the segment and use Job APIs to manage scheduled jobs.
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Other APIs & Services
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An integrator implements an API that pushes customer events when there is an active destination request. Events are pushed only when an active subscription exists for an event.
EventsBehaviorsCustomer
Audiences
Identifiers Joined by a common ID
Identifiers
Notification of active subscriptions
POST /event
Subscription Notification
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Identity service use the identifiers in the event and audience payloads to join identities, assign a master id, and consolidate master ids when identity joins are enhanced over time by additional identifier information
EventsBehaviorsCustomer
Audiences
Events, Audiences and Identity
Identifiers Joined by a common ID
Exchange
Identifiers
Identity Service
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home_email Email {join, store, hash, share}work_email Email {join, store, hash, share}other_email Email {join, store, hash, share}
Capture keys and values that uniquely identify the Identities gathered from processed events.
When events are received that reference multiple identifying keys, cross-links are established between identities
Internal processes locate and merge existing identities
Arbitrary correlations between different identifier keys can defined by endpoint metadata
Identity Service – how it works
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Shorten the time to value by uploading bulk list of identity mappings that will improve identity joins.
Identifiers Joined by a common ID
Identity Bulk load
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UBX Event Taxonomy
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#ibmlearningThe type of event publishing supported by an endpoint will depend on use cases and the flexibility of subscribers
Custom Events
• Independently defined by a publisher
• Do not adhere to a recommended event structure
• Provide flexibility for publishers to define events in the context of their organizations
• Still requires adherence to UBX JSON requirements
• Adoption requires that subscribers can ingest a variable event definition
Recognized Events
• Predefined set of event attributes• Channel-specific (e.g. email, social)• Describe generally accepted customer
interactions and behaviors • Relevant across organizations• Broad applicability • Event definition is more restrictive• Allow for easier adoption for
subscribers that require an anticipated event structure
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#ibmlearningAll recognized events should consist of mandatory, recognized, and best practice attributes
• The channel where the event originated (e.g. web, mobile, email)
• Array of name/value pairs for customer identifiers
• A code matching a registered event type
• Date and time when an event occurred
• Array of mandatory, best practice, and event-specific attributes
Mandatory Recognized
• Name/Value pairs for the attributes that specifically describe an event within a channel:
• Email: subject line, URLs, bounce type
• Web: cart purchase details, product category, session time
• Social: body of a post, sentiment score
• Etc.
Best Practice
• Name/value pairs that provide a marketer context in order to understand the relevance of an event:
• Sub Channel• Device• Platform• Browser type• Campaign code• Offer code• Geo location• Etc.
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Types of UBX recognized events
Web
• Cart Purchase• Cart Purchase Item• Cart Abandonment(1)• Cart Abandonment Item• Conversion• Abandoned Conversion• Product View• Searched Site• Registration
Mobile
• App Install• App Uninstall• Session Start• Session End• App Push Enabled• App Push Disabled• App Opened - Simple• App Click• App Opened - Rich• App Phone Num Click
Paid Media / Ad Tech
• Matched Identity• Recommended Offer• Viewed Offer• Accepted Offer• Rejected Offer
Social
• FB Post• FB Comment• FB LikePost• FB LikePage• Twitter Shared• Twitter Retweeted• Twitter Tweeted• Twitter Mentioned• Twitter Replied• Twitter Followed• Twitter Favorited
Location
• Entered a Zone• Exited a Zone• Dwelled in a Zone
• Email Send• Email Open• Email Click• Email Bounce
• m.Wallet – View Item• m.Wallet – Install Item• m.Wallet – Remove Item• SMS List Opt-in• SMS List Opt-out
• Instagram Comment• Instagram LikePost• Viewed Coupon • Claimed Coupon• Redeemed Coupon
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Types of UBX recognized events, continued
Contact Center
• Talked to an Agent• Voice Message Analysis• Self Service• Automation Trigger• Customer Case• Open Case• Assign Case• Resolved Case• Cancel Case• Update Case• Live Chat
Mobile Struggle
• Usability Process Struggle• Usability Process Struggle• Business Process Struggle• Business Conversion Struggle• Environmental Struggle• Performance Struggle
CRM
• Lead• New Lead• Cancelled Lead• Qualified Lead• Opportunity• Opportunity Qualified• Opportunity Developed• Opportunity Lost• Opportunity Won
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#ibmlearningExample of Recognized Email Event
Mandatory channel, identifier, event code, timestamp“channel”:“Email”“name”:“email”,“value”:”[email protected]”“code” : “emailOpen”“timestamp”:“2010-07-29T13:33:59.028Z”
Recognized email event attributes“name”:“eventName”,“value”:“Email Open”,“type”:“String”“name”:“description”,“value”:“An email open event”,“type”:“String”“name”:“messageId”,“value”:“11835”,“type”:“String”“name”:“messageTemplateId”,“value”:“52”,“type”:“Number”“name”:“reportId”,“value”:“5”,“type”:“Number”“name”:“subjectLine”,“value”:“This is a subject line”,“type”:“String”“name”:“messageName”,“value”:“2015 Q4 Email Campaign”,“type”:“String”“name”:“docType”,“value”:“html”,“type”:“String”
Best practice attributes“name”:“interactionType”,“value”:“Non-Revenue”,“type”:“String”“name”:“subChannelName”,“value”:“Mobile”,“type”:“String”“name”:“deviceType”,“value”:“Tablet”,“type”:“String”“name”:“vendor”,“value”:“Apple”,“type”:“String”“name”:“OS”,“value”:“iOS”,“type”:“String”“name”:“browserName”,“value”:“Safari”,“type”:“String”“name”:“campaignCode”,“value”:“c1001”,“type”:“String”
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Participate in UBX Ecosystem
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#ibmlearningThree ways to participate in UBX ecosystem
• Engage UBX product management and document use cases
• Define recognized events• Review API documentation• Begin API integration• Testing and validation• Enable production use
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IBM Solutions Partner Solutions
• Join IBM PartnerWorld• Document use cases• Define recognized events• Review API documentation• Begin API integration• Testing and validation• Technical validation of
integration• Receive UBX certification• Enable production use
Client Users
• Buy IBM Commerce solution or request online access for an eligible IBM entitlement
• Receive user credentials and automatic registration of entitled IBM SaaS endpoints
• Start using UBX• Generate authentication key
and register other integrated business partner endpoints, custom client endpoints, or IBM on premise endpoints
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•Join IBM PartnerWorld as an ISV
•Create a solution entry in the IBM Global Solution Directory
•Nominate the solution to the Ready for IBM Commerce validation program
1 Join IBM PartnerWorld
•Gather information about your solution and its associated collateral
•Complete validation checklist about your solution
•Obtain access to UBX pilot environment
•Implement and test UBX APIs
•Arrange solution demo with IBM
2 Technical Validation
•UBX integration solution featured in PartnerWorld
•Promote integration from pilot to production environment
•Enable solution for IBM Commerce clients
3 Production
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Overall process of participating in IBM Universal Behavior Exchange eco-system
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#ibmlearning
Nimesh BhatiaThank you very much.
IBMIBM Commerce
Paul Konigsberg
#ibmlearning
IBMIBM Commerce
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#ibmlearningYour feedback is valuablePlease complete your session or lab evaluation!Session number [Marketing Session 08]
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#ibmlearningFor Additional Information IBM Commerce Solutions:
http://www.ibm.com/commerce/us-en/
IBM Commerce Blog:https://www.ibm.com/blogs/commerce/
IBM B2C Commerce:http://www-03.ibm.com/software/products/en/category/b2c-commerce
• IBM Commerce Developer:http://www.ibm.com/developerworks/commerce/
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#ibmlearningNotices and Disclaimers #ibmlearning
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