WEBINAR Introducing The Forrester Wave RealTime Interaction Management

WEBINAR Introducing The Forrester Wave™: Real-Time Interaction Management Rusty Warner, Principal Analyst September 22, 2015. Call in at 10: 55 a. m. Eastern time

We work with business and technology leaders to develop customer-obsessed strategies that drive growth.

Which of these statements best represents your marketing organization? 1. We are currently executing real-time interaction management (RTIM) as a critical component of our marketing strategy. POLL 2. We plan to implement real-time interaction management within the next 12 months. 3. We plan to implement real-time interaction management within the next 24 months. 4. We have no plans to implement real-time interaction management. © 2015 Forrester Research, Inc. Reproduction Prohibited 4

Agenda › Demystify RTIM › Define RTIM requirements › Evaluate vendor capabilities › Review

© 2015 Forrester Research, Inc. Reproduction Prohibited

The contextual marketing engine To drive continuous engagement Build a contextual marketing engine That leverages big data technology Source: April 14, 2014, “The Power Of Customer Context” Forrester report © 2015 Forrester Research, Inc. Reproduction Prohibited Marketing sparks interactions across the customer life cycle. Insight and automation drive the engine. Big data and analytics fuel the engine.

RTIM definition Enterprise marketing technology that delivers contextually relevant experiences, value, and utility at the appropriate moment in the customer life cycle via preferred customer touchpoints Source: February 20, 2015, “Brief: Demystifying Real-Time Interaction Management” Forrester report © 2015 Forrester Research, Inc. Reproduction Prohibited

RTIM requirements 1. Identity resolution at a personalized, individual level 2. History merged with real-time contextual insight Recognition Context 3. Analytics to determine action, offer, content, or message Offer 4. Delivery and dialog management at the appropriate touchpoint Orchestration 5. Insights for ongoing interactions and strategic planning Optimization Source: February 20, 2015, “Brief: Demystifying Real-Time Interaction Management” Forrester report © 2015 Forrester Research, Inc. Reproduction Prohibited

RTIM market Source: April 29, 2015, “Market Overview: Real-Time Interaction Management” Forrester report ©

RTIM vendors evaluated Source: July 29, 2015, “The Forrester Wave™: Real-Time Interaction Management” Forrester

RTIM criteria Source: July 29, 2015, “The Forrester Wave™: Real-Time Interaction Management” Forrester report

RTIM vendor performance Leaders › Pegasystems › Teradata Strong Performers › Adobe › IBM › Oracle › Salesforce › SAS Institute › Experian › Smart. Focus Contenders › Pitney Bowes › Infor Source: July 29, 2015, “The Forrester Wave™: Real-Time Interaction Management” Forrester report © 2015 Forrester Research, Inc. Reproduction Prohibited

RTIM vendor performance Leaders › Pegasystems • Overall score: 3. 58 • Strengths: decision management, optimization, business rules, user experience, scale, data integration, and customer references • Weaknesses: partner strategy and integration and digital advertising › Teradata • Overall score: 3. 58 • Strengths: customer profiles and analytics, recommendations, business rules, data management, cross-channel orchestration, and technology road map • Weaknesses: partner integration and identity resolution Source: July 29, 2015, “The Forrester Wave™: Real-Time Interaction Management” Forrester report © 2015 Forrester Research, Inc. Reproduction Prohibited

RTIM vendor performance Strong Performers › Adobe • Overall score: 3. 47 • Strengths: customer profiles, digital intelligence, testing, and digital channels • Weaknesses: data management, scale, and identity resolution › IBM › Salesforce › Oracle • Overall score: 3. 36 • Strengths: customer profiles, predictive analytics, digital intelligence, digital channels, and data management • Weaknesses: UX and native and partner integration • Overall score: 3. 16 • Strengths: customer journey mapping, digital intelligence, digital channels, and testing • Weaknesses: UX and native and partner integration • Scoring N/A — did not actively participate Source: July 29, 2015, “The Forrester Wave™: Real-Time Interaction Management” Forrester report © 2015 Forrester Research, Inc. Reproduction Prohibited

RTIM vendor performance Strong Performers › SAS Institute • Overall score: 3. 47 • Strengths: customer analytics, predictive analytics, recommendations, optimization, and performance management • Weaknesses: UX and native and partner integration › Experian › Smart. Focus • Overall score: 2. 93 • Strengths: customer preferences, identity resolution, outbound digital channels, UX, and customer references • Weaknesses: journey mapping, partner strategy, inbound digital channels, and scale • Overall score: 2. 85 • Strengths: customer preferences, content, recommendations, digital channels, and proximity marketing • Weaknesses: performance management, contact centers, partner integration, and scale Source: July 29, 2015, “The Forrester Wave™: Real-Time Interaction Management” Forrester report © 2015 Forrester Research, Inc. Reproduction Prohibited

RTIM vendor performance Contenders › Pitney Bowes • Overall score: 2. 53 • Strengths: customer analytics, predictive analytics, contact centers, and customer preferences • Weaknesses: journey mapping, recommendations, optimization, native and partner integration, and scale › Infor • Overall score: 2. 23 • Strengths: business rules, contact centers, channel integration, and scale • Weaknesses: UX, journey mapping, inbound channels, recommendations, reporting, and native and partner integration Source: July 29, 2015, “The Forrester Wave™: Real-Time Interaction Management” Forrester report © 2015 Forrester Research, Inc. Reproduction Prohibited

RTIM customer ratings Base: 74 customers; Source: Forrester’s Q 2 2015 Global Real-Time Interaction

RTIM areas for improvement Base: 74 customers; Source: Forrester’s Q 2 2015 Global Real-Time Interaction Management Customer Reference Online Survey © 2015 Forrester Research, Inc. Reproduction Prohibited

RTIM use cases Most customers purchase: 1. Real-time interaction management: 66% 2. Decision or offer management: 58% 3. Analytics or customer profiles: 42% 4. Next-best-action or next-best-offer: 34% 5. Enterprise or digital marketing: 34% 6. e. Commerce recommendations: 25% 7. Web personalization: 23% 8. Customer experience management: 22% Base: 74 customers; Source: Forrester’s Q 2 2015 Global Real-Time Interaction Management Customer Reference Online Survey © 2015 Forrester Research, Inc. Reproduction Prohibited

RTIM biggest challenges Base: 74 customers; Source: Forrester’s Q 2 2015 Global Real-Time Interaction Management Customer Reference Online Survey © 2015 Forrester Research, Inc. Reproduction Prohibited

RTIM biggest challenges The top 4: The next 4 are all tied at 27%: › Cross-sell or upsell customers › Measure results across channels › Transform marketing for real-time › Budget constraints Base: 74 customers; Source: Forrester’s Q 2 2015 Global Real-Time Interaction Management Customer Reference Online Survey © 2015 Forrester Research, Inc. Reproduction Prohibited

RTIM deployment models Hybrid today Saa. S today On-premises today and no plans for Saa. S On-premises today and would consider Saa. S Base: 74 customers; Source: Forrester’s Q 2 2015 Global Real-Time Interaction Management Customer Reference Online Survey © 2015 Forrester Research, Inc. Reproduction Prohibited

RTIM annual interactions 67% manage interactions where at least 90% of the audience are known customers. 35% 30% 25% 20% 15% 10% 5% 0% 1 10 M 2 50 M 3 100 M 4 500 M 5 1 B 6 10 B 7 50 B 8 100 B 9 10 500 B >500 B Base: 74 customers; Source: Forrester’s Q 2 2015 Global Real-Time Interaction Management Customer Reference Online Survey © 2015 Forrester Research, Inc. Reproduction Prohibited

RTIM channels Base: 74 customers; Source: Forrester’s Q 2 2015 Global Real-Time Interaction Management

RTIM channels 1. Most do web personalization and dynamic email today. 2. e. Commerce is also large, but with its own tools. 3. Mobile and social are biggest growth areas. 4. Contact centers are showing signs of integration. 5. Face-to-face and self-service remain challenges. © 2015 Forrester Research, Inc. Reproduction Prohibited

Real-time interaction management Recommendations: 1. Define a real-time strategy based on customer needs. 2. Align customer-centric resources and business processes. 3. Collaborate on your firm’s business technology agenda. 4. Establish a foundation for data, analytics, and measurement. 5. Integrate enterprise marketing technologies. © 2015 Forrester Research, Inc. Reproduction Prohibited

Thank you Rusty Warner +44 (0)207. 323. 7755 rwarner@forrester. com Twitter: @Rusty. Warner forrester. com