Events: IBM Amplify
Jun 2, 2016
In order to launch their new Customer Experience Analytics capabilities, IBM Commerce planned to have their biggest event, the IBM Amplify conference, serve as an introduction to this new set of offerings.
“While IBM Customer Experience Analytics is new, it actually consists of some already existing solutions,” explains Brandon Clarke, associate creative director at Centerline. “It was a unique challenge to introduce Customer Experience Analytics as a new offering, but also keep it grounded for those that were already using, and had been using, the product under a different name.”
IBM Customer Experience Analytics is the “single solution that enables users to understand, analyze and take action on data-backed insights in order to optimize and improve the end user’s customer experience.”
Using Behavioral Analytics, users can see what customers are doing across digital and mobile channels; with Journey Analytics, users have greater visibility into customers’ journeys, across channels and touchpoints, and Digital Analytics provides the ability to spot trends. Combining all into a single offering on one dashboard makes it easier for users to see their customer’s entire journey, end-to-end, and make decisions to resolve issues, boost conversions and maximize lifetime customer value.
After digging into the offerings value props, we worked on better understanding the target audiences. We first identified the needs of both prospects and existing customers and then created a messaging narrative that would speak to both types of audiences, as well as serve as a touchpoint for content creation. The narrative included understanding and addressing individual customer pain points while also finding opportunities to explain the capabilities of the new solution.
- A discovery video to debut at Amplify providing a teaser of the new solutions
- A more in-depth series of how-to animations explaining how the solution actually works in practice.
- An assessment quiz to help users see where they “rate” in terms of understanding their audiences.
We also looked closely at what exactly Customer Experience Analytics includes prior to concepting creative for the discovery video, how-to animations and assessment quiz.
“There are three degrees of analyzing a customer’s actions in the platform. We look at actions taken through the customer journey, what they do, interaction-wise, on the site, and then an even deeper dive into analytics of their sessions,” said Clarke. “As a marketer, you can use one, or all three. We tried to include these in the video.”
We also included humans dressed as cursor arrows, a nightmare scene, and a hamster named Mr. Squiggles.
“The IBM Commerce team wanted something for the video that was more light-hearted, while still speaking to the pain points. It really freed us up to try something different and, frankly, kind of weird,” said Clarke.
How to Animations
We also created a series of quick videos that would not only explain Customer Experience Analytics, but would show how a company would, and should, be using them.
“For the assessment quiz, they were looking for something that was similar to something you would take on Facebook or Buzzfeed, like a ‘Which character from Friends are you?’” adds Clarke. “The goal was to create characterizations of a good/meh/bad eCommerce professional that the user could identify with. It was intended to help takers identify with a persona, and then learn more about Customer Experience Analytics as they could relate to their role, etc.”
The Centerline team attended the IBM Amplify event in Tampa and had the opportunity to see the audience’s reaction to their work.
“It was definitely exciting to watch, and was good to hear immediate, positive, feedback. It can get a little cringe-y, though, when you’re waiting to hear if people are going to laugh when you want them to laugh. ” explains Clarke. “Watching an audience watch your video with fresh eyes, and and hearing people genuinely laughing and reacting positively, is really fulfilling.”
While in Tampa, the team had the chance to meet with the IBM Commerce team to discuss further campaign assets.
And what happened to those arrow costumes?
“You definitely haven’t seen the last of those.”