DRAFT (SUBJECT TO CHANGE) WATSON CUSTOMER ENGAGEMENT TECHNICAL ACADEMY Table of Contents

Transcription

1 Table of Contents Watson Marketing... 2 MK-001: Watson Marketing Technical Strategy, Direction and Roadmap... 2 MK-002: Insight-Driven Marketing with IBM Customer Experience Analytics, Universal Behavior Exchange and Watson Campaign Automation... 2 MK-003: Marketing Insights - Cognitive Insights - Cognitive Audiences for the Marketer... 3 MK-004: IBM Customer Experience Analytics - Show & Tell... 3 MK-005: Double Topic:... 3 Part 1: IBM Watson Marketing Insights: Configuration and Data Management... 3 Part 2: Cognitive Struggle Analytics in CXA... 3 MK-006: IBM Interact brings Real-Time Marketing to the next level; with out of the box integration with Watson Campaign Automation and UBX... 3 MK-007: Architecting for end-to-end seamless customer experience... 3 Watson Commerce... 4 CO-001: Watson Commerce Technical Strategy, Direction and Roadmap... 4 CO-002: Customer Story CoreMedia LiveContext Combining Content and Commerce... 4 CO-003: Customer Story Yoox... 4 CO-004: Deliver a compelling, content driven commerce experience and drive customer retention, cross/upsell using intelligent search and cognitive merchandising... 4 CO-005: Double Topic:... 4 Part 1: Order Management: Essentials: Who is it right for?... 4 Part 2: OMS: Containerisation, continuous integration, and microservices... 4 CO-006: Order Optimizer - European update, local constraints, roadmap, best practice, what it is and how it works... 5 CO-007: What you need to consider if moving to IBM WebSphere Commerce Managed Hosted... 5 Watson Supply Chain... 6 SC-001: Watson Supply Chain Technical Strategy, Direction and Roadmap... 6 SC-002: Double Topic:... 6 Part 1: Customer Story - RS Components... 6 Part 2: Partner Engagement Manager... 6 SC-003: SBI / SFG Architectures for scalability and performance... 6 SC-004: SBI in the API Economy... 6 SC-005: Double Topic:... 6 Part 1: Round table / Meet the experts... 6 Part2: ITX and ITXA offerings... 6 Watson Digital Experience

2 DX-001: What's new and next in IBM Digital Experience (WebSphere Portal, Web Content Manager, Forms Experience Builder AND Watson Content Hub)?... 7 DX-002: IBM Digital Experience Customer Stories - Real Users, Real Experiences... 7 DX-003: Use modern development best practices to build both a great Digital Experience and synergy between business and IT... 7 DX-004: Build sites for any audience (customers, employees, suppliers, etc.) using IBM Digital Experience integration with other Watson Customer Engagement solutions and beyond... 7 DX-005: Why move your sites to the latest IBM Digital Experience platform? Benefits, experiences and best practices from customers who have migrated or upgraded... 8 Hands-on-Labs... 8 HOL-001: IBM Digital Experience labs à la carte... 8 Come to this session and pick any of the following labs to get more skilled on IBM Digital Experience:... 8 HOL-002: WCA - formally Silverpop - how the development thus far will allow Marketers to build, execute, monitor and track omni-channel campaigns" with real-life examples... 8 HOL-003: Commerce Insights - how best to make the most of merchandising insights into a commerce context... 9 HOL-004: Interact/Real-time offer management: --- IBM Interact... 9 HOL-005: Developing for Cloud OM - what you can and can't do... 9 HOL-006: Partner Engagement Manager - REST API's (SaaS)... 9 Watson Marketing MK-001: Watson Marketing Technical Strategy, Direction and Roadmap An overview of IBM s evolving Watson Marketing product strategy with highlights on recent and near-term announcements. Learn about key industry trends across Marketing, covering needs along with changing expectations are shaping how the market has evolved. MK-002: Insight-Driven Marketing with IBM Customer Experience Analytics, Universal Behavior Exchange and Watson Campaign Automation Customers provide a wealth of information & personal preferences every time they interact with a website. The great opportunity lies in tracking these actions & using them effectively to target customers with personalized content that will result in increased conversions & ROI. We will show how marketers can intelligently capture visitor interactions using IBM Customer Experience Analytics & transfer these interactions using IBM UBX into IBM Watson Campaign Automation to drive highly personalized & targeted multi-channel customer journeys. Conversions resulting from such personalized targeting can be quantified within IBM Customer Experience Analytics thus creating a full life-cycle of personalization. 2

3 MK-003: Marketing Insights - Cognitive Insights - Cognitive Audiences for the Marketer In this session, you'll be taken through the design, scope and operations of Watson Marketing Insights. Taking an end user perspective, we'll start with positioning and how WMI is being developed to help Marketers identify and create Audiences either from WMI generated Insights or from bespoke segment conditions. After seeing all of the features and functions, you'll end by looking at how to integrate the Audiences into the wider WCE platform. The session finishes with a discussion about the two versions available today - WMI Standard and WMI Essentials, and what the differences are. MK-004: IBM Customer Experience Analytics - Show & Tell [Session Description] MK-005: Double Topic: Part 1: IBM Watson Marketing Insights: Configuration and Data Management Part 2: Cognitive Struggle Analytics in CXA Part 1: This session is unashamedly technical in nature and is a great follow on from the earlier MK-04 session on how WMI is used. During this session we'll take you through the process of getting Customer and Engagement data into WMI when the customer is using Watson Campaign Automation (WMI Essentials and Standard) and also when WMI is used stand-alone from WCA (WMI Standard). You'll see worked examples of how to configure WMI and on-board Customer Profile data and be shown where all the enablement resources are. The session ends with a discussion about setting up your own demo or Proof of Concept. Part 2: IBM Tealeaf Customer Experience on Cloud harnesses the power of cognitive computing with the Struggle Analytics feature. Learn more about how Struggle Analytics automatically detects struggle with little to no human intervention. MK-006: IBM Interact brings Real-Time Marketing to the next level; with out of the box integration with Watson Campaign Automation and UBX IBM Interact helps marketers enhance customer experiences by delivering relevant and personalized messages where and when the customer engages your brand. This powerful realtime interaction management solution uses current behavior, historical profile data, marketer defined rules and logic, and cognitive self-learning to provide optimal communication during customer interactions. Marketers can achieve more meaningful customer interactions by orchestrating and automating personalized, omni-channel marketing strategies across inbound touchpoints, including websites, mobile apps and CRM systems. In this session we will also explain and demonstrate how the current customer behavior can trigger relevant communication in outbound channels as , mobile apps and display ads. MK-007: Architecting for end-to-end seamless customer experience IBM Interact can be used as a trul omni-channel solution. The out-of-the-box integration between IBM Interact and IBM UBX through triggered messages gives the opportunity to send s 3

4 based on web behaviour. This session will explain the various components required and how to enable the end-to-end customer journey including response tracking. Watson Commerce CO-001: Watson Commerce Technical Strategy, Direction and Roadmap An overview of IBM s evolving Watson Commerce product strategy with highlights on recent and near term announcements. Learn about key industry trends across Commerce, covering needs along with changing expectations are shaping how the market has evolved. CO-002: Customer Story CoreMedia LiveContext Combining Content and Commerce CoreMedia will showcase multiple use cases how to simplify typical day-to-day work in an enterprise commerce environment regarding content and commerce. CO-003: Customer Story Yoox Focus on Yoox rollout plus Cognitive Chat Agent demo CO-004: Deliver a compelling, content driven commerce experience and drive customer retention, cross/upsell using intelligent search and cognitive merchandising Summary How to utilize the power of IBM Commerce to drive your business including customer retention, cross and upsell, intelligent search, cognitive merchandising and delivery of compelling content and commerce together Details Most of our Commerce customers have implemented the most basic features of of Websphere Commerce but have never exploited our combined capabilities around Search Commerce Insights Commerce and Content with Composer and WCH Precision Marketing for personalization and cross and up sell The 90 Minutes will include both product presentations as well as customer examples of each feature implemented and what impact it means to the business This session will cover the principles of each capability plus how business users can start exploiting these powerful tools to target their customers in a more precise way by utilizing insights and with the aid of cognitive capability automate and streamline such rules. CO-005: Double Topic: Part 1: Order Management: Essentials: Who is it right for? Part 2: OMS: Containerisation, continuous integration, and microservices Topic 1 (60 Minutes) 4

5 Order Management architecture: Containerisation, continuous integration and microservices Rapidly evolving omnichannel fulfilment favours developing your Order Management system in an agile way. Agile development demands continuous integration, building and testing. Learn how IBM Order Management with Docker support simplifies this and enables a DevOps approach. Then get a glimpse of how a modular Order Management will increase flexibility and speed for the omnichannel processes of the future. Topic 2 (30 Minutes) Order Management Essentials: For whom is it right? As consumers demand for omnichannel experiences grows, mid-market retailers are looking for order management solutions which will limit neither their growth nor their omnichannel capabilities. IBM Order Management Essentials looks to support those mid-market requirements with leading technology and a smaller footprint. See how it compares to the Standard edition and whether it is right for you. CO-006: Order Optimizer - European update, local constraints, roadmap, best practice, what it is and how it works IBM Watson Order Optimizer helps retailers improve Omni-channel profitability through capabilities that enable lines of business to easily execute optimized fulfillment plans at the lowest cost while giving them the flexibility to scale their existing fulfillment capacity to accommodate increased customer demand. Retailers can leverage advanced analytics to maximize capacity while reducing shipping cost for increased profit, especially during peak periods. IBM Watson Order Optimizer (WOO) is a cognitive and analytical engine that retrieves data from multiple sources in real-time and uses advanced optimization algorithms to give an accurate and profitable fulfillment cost picture. It calculates real costs, such as shipping and processing, as well as predictive costs, such as potential markdowns and in-store stockouts. The data sources include order management systems and content types in order to analyse orders made by customers against shipping metrics, processing plans, network constraints, and SLAs. We will therefore see how WOO is easily integrated with other systems (focusing on its integration with IBM Sterling Order Management) and how it provides cost estimations taking into account information such as number of items in an order, item size and weight for packaging, item availability, etc. We will describe the different WOO scenarios, where based on the different mentioned factors we will be able to optimize shipping costs or node capacity among others. Within WOO different profiles can be created to prioritize the different business parameters and balance node coefficients in order to meet the required business goals. So, we will see how to create different profiles and we will adjust the different parameters in order to observe how to optimise fulfillment plans based on these. We will discuss WOO s roadmap, where at the moment it is only available in the US and supports US English language, but will be available in all countries and for other non- English languages in the first quarter of CO-007: What you need to consider if moving to IBM WebSphere Commerce Managed Hosted By attending this presentation you will not only get a detailed overview of our WebSphere Commerce Managed Hosted offering but also ideas of what you should consider if you decided to move your current ecommerce Platform to this offering. 5

6 Watson Supply Chain SC-001: Watson Supply Chain Technical Strategy, Direction and Roadmap An overview of IBM s evolving Watson Supply Chain product strategy with highlights on recent and near-term announcements. Learn about key industry trends across Supply Chain, covering needs along with changing expectations are shaping how the market has evolved. SC-002: Double Topic: Part 1: Customer Story - RS Components Part 2: Partner Engagement Manager Part 1: Optimizing the client experience through B2B Integration Part 2: PEM is an enterprise partner engagement foundation that features a self-help interface for activity creation, execution, and monitoring. It also offers businesses the ability to create and assign partner attributes to help organize and segment their partner base. Businesses can establish workflows to engage partners in distributed activities by creating activities using a simple workflow creation tool. SC-003: SBI / SFG Architectures for scalability and performance Workshop/presentation with best practices for [cloud] deployments, and ensuring the solutions can scale for performance. SC-004: SBI in the API Economy Using B2Bi REST APIs to leverage cloud functionality with IBM API CONNECT. Demonstration of REST API functionality introduced within the B2B Suite (B2Bi, SFG, SSP) and integrating with other applications running on the cloud. The presenters will demonstrate how to use IBM API Connect to securely integrate different applications running in a hybrid cloud model. SC-005: Double Topic: Part 1: Round table / Meet the experts Part2: ITX and ITXA offerings Part 1: Open session for customers to share experiences and ask us questions Part 2: New features of ITX and ITXA 6

7 Watson Digital Experience DX-001: What's new and next in IBM Digital Experience (WebSphere Portal, Web Content Manager, Forms Experience Builder AND Watson Content Hub)? Attend this session to learn what's new with the IBM Digital Experience family of products. In recent years we've delivered functionality on a regular basis outside of major releases, so this session will recap on that and introduce the newest member of the family, Watson Content Hub. We'll cover how this expanding feature set can help developers keep up with the latest trends in web development without throwing away their existing investment and how it simplified the work for the business users and administrators. Further, we'll talk about what to expect in the future from IBM Digital Experience. DX-002: IBM Digital Experience Customer Stories - Real Users, Real Experiences Come to this session to learn from other customers how they were able to get a fast ROI, build more agile sites and a great synergy between their business and IT department. DX-003: Use modern development best practices to build both a great Digital Experience and synergy between business and IT Creating a great digital experience requires exploiting the most appropriate technology to build it, such as a modern responsive client programming model working with advanced content management functionality on the server. However, the resulting user experience also needs to be continuously updated to reflect both market and strategy changes. The only practical solution for this constant refinement is the empowerment of business users to manage much of the content and functionality, because IT will not have the bandwidth. In this session we show you how single-page application frameworks can be used together with IBM Digital Experience and IBM Watson Content Hub's world-class functionality to efficiently create solutions that enable business users to manage the user experience. You will also learn how you can use modern technologies like Bootstrap, Angular, Node-RED, REST API, etc. to build great looking page components that your business users can use to create and manage their sites. DX-004: Build sites for any audience (customers, employees, suppliers, etc.) using IBM Digital Experience integration with other Watson Customer Engagement solutions and beyond When building user experiences for any audience - whether they be customers, suppliers, business partners, employees or other stakeholders - the management of content across multiple channels is key. However, content is not the only component for most high-value solutions. Such a solution will likely also incorporate product data, marketing insights, transactional functions or a host of other capabilities. In this session we show how the best-in-class content management capabilities of IBM Digital Experience products can be combined with other leading technologies from the Watson Customer Engagement portfolio and beyond. 7

8 DX-005: Why move your sites to the latest IBM Digital Experience platform? Benefits, experiences and best practices from customers who have migrated or upgraded Markets, customers and users are constantly evolving their requirements and expectations - and the best sites and platforms must evolve alongside them. Have your sites kept pace? Are the platforms on which they are built leveraging the best and most up-to-date technologies for site development, management and delivery? Come along to this session and find out what advantages you may be missing in the latest IBM Digital Experience products and versions. You will also see how you can go about migrating or upgrading your sites and the benefits others have gained from doing so. Hands-on-Labs HOL-001: IBM Digital Experience labs à la carte Come to this session and pick any of the following labs to get more skilled on IBM Digital Experience: - Getting started with IBM WebSphere Portal, Web Content Manager and Forms Experience Builder as a business user - Getting started with Watson Content Hub - Getting started with Web Content Manager - Getting started with Forms Experience Builder - Watson Content Hub - how to implement headless content in spokes like WebSphere Commerce, Watson Campaign Automation, Digital Experience and more - Getting started with IBM Digital Experience on Docker Containers - Bringing Social Content to your IBM Digital Experience HOL-002: WCA - formally Silverpop - how the development thus far will allow Marketers to build, execute, monitor and track omni-channel campaigns" with real-life examples This session will give the opportunity to gain hands on experience of how Watson Campaign Automation can be used to deliver impactful and personalized experiences seamlessly across all channels. Through a series of scenarios participants will see how website behaviours can be quickly and easily imported into Watson Campaign Automation using UBX to create automated customer journeys that ensure a consistent, engaging message is delivered across multiple touch points. Lab scenarios will include: - Developing customer segments in Websphere Commerce and passing them directly from Websphere Commerce to WCA using UBX - Utilising online, offline and behavioural data to create sophisticated queries that can be used to trigger automated campaigns based on contact behaviours - Creating tailored content that dynamically updates based on contact data and behaviours - Combining SMS, Mobile Push and to create multi step journeys that continue to keep contacts engaged throughout the customer lifecycle 8

9 HOL-003: Commerce Insights - how best to make the most of merchandising insights into a commerce context IBM Commerce Insights is a separately orderable, software as a service (SaaS) offering for use with WebSphere Commerce V8.0. Commerce Insights makes online merchandising easier by providing you with business data and the key performance metrics you need in a single view. You can also start a preview of your store from within Commerce Insights and see metrics that are overlaid directly on your store pages. When you are working in Store preview, you can quickly edit the order of your products, without having to leave Commerce Insights. In this lab session, you will get an overview of the Commerce Insights architecture and also have a chance to get hands-on experience to learn how to update and integrate an existing storefront with Commerce Insights so that you can leverage the functions above to make your online merchandising easier. HOL-004: Interact/Real-time offer management: --- IBM Interact IBM Interact provides various methods to manage the offers that are employed in real-time inbound interactions. Due to the variety and flexibility of the IBM Interact default functionalities, it can sometimes be a challenge for new IBM Interact users to identify the best method of managing both contact rules and suppressions. This Hands-On Lab will both discuss best practices and provide an opportunity for attendees to experience the different methods of offer management during real-time interactions. It will include: - Offer Suppressions and Blacklisting - Whitelisting (Scoreoverride) - Interactive Channel Controls - Segmentation and Treatment Rules. HOL-005: Developing for Cloud OM - what you can and can't do Session is for IBM OM on Cloud practitioner, developers, implementers who are working or intend to work on IBM OM Cloud. - Session starts with setting up programming environment using Urban Code Deploy. - Session will continue to latest updates in OM on Cloud release 17.2 and Agent & Integration Server Dashboard. - Extending application : Rest API, Master Data Upload. Building and Deploying OM extensions. HOL-006: Partner Engagement Manager - REST API's (SaaS) You can use the REST API, for example, when getting started with PEM. Rather than adding partners to PEM manually through the PEM interface, you can register and approve a set of partners and users for access to PEM at one time with REST APIs. In this session you will learn how to retrieve data from a database with a REST API. 9