Marketing overview: precision marketing features

Marketing Managers can use the extensive precision marketing features in the marketing tool to deliver targeted marketing messages to customers.

Business benefits

Precision marketing features provide the following key business benefits:

Helps drive traffic to store website with features such as remote widgets and targeted email campaigns.
Facilitates improved conversion rates by providing shoppers with a customized shopping experience through capabilities such as A/B testing, search facet and search relevancy tuning, dialog activities, and IBM Product Recommendations.
Helps increase average order value with features that execute tactics such as cross-sells, up-sells, offers and promotions tied to orders, and product recommendations based on previous purchases.
Assists with strengthening customer satisfaction by enabling loyalty building tactics using features that provide personalized messages and offers, social media engagement, and incentives for repeat business.

Feature Pack updates

With WebSphere Commerce Version 7, the software offered the following precision marketing features as a part of the Marketing tool:

Enhancements to precision marketing were delivered in subsequent feature packs. WebSphere Commerce feature packs are cumulative and include new features to improve your WebSphere Commerce solution.

WebSphere Commerce precision marketing includes the following enhanced functionality and continuous improvements from feature packs:

Feature Pack updates
Feature Pack	Feature set
	Integration of Management Center with IBM Marketing Center where users can open IBM Marketing Center from Management Center to create marketing campaigns within IBM Marketing Center for a WebSphere Commerce store and export promotion codes from Management Center for use in IBM Marketing Center.Learn more...
	Marketing folders that are available to help organize marketing objects. Learn more... Multiple click actions support for marketing image content. Learn more... Added actions in marketing activities, which include the E-Marketing Spot Title and E-Marketing Spot Properties actions. Further enhancement to the Recommend Catalog Entry action that enables dynamic recommendations using product attributes and shopper search filtering behavior.Learn more...
	Added the Customer Checks In trigger in dialog activities. Added the Display Location-based Content action in marketing activities.
	Added features to IBM Digital Analytics that include integration with Management Center and updates to the WebSphere Commerce analytics tags library. Learn more... Improved export function for IBM Digital Analytics based customer segments.Learn more... Further enhancements to tools and support for IBM Product Recommendations including more e-Marketing spots for starter stores for dynamic recommendations and data extraction utility. Enhancements to the Customer Participates in Social Commerce trigger and target in marketing activities. Added the Customer Checks Out with Promotion trigger in dialog activities.
	The introduction of search rules allows the business user to influence how search results are displayed. Learn more... Enhanced tools and support for IBM Product Recommendations help reduce implementation costs and provide marketing managers with complete control over when and where to display product recommendations. Added triggers in dialog activities including Customer Searches, Recurring Order Event, and Subscription Event. Added the Search Criteria and Results targets in marketing activities. Added the Display IBM Product Recommendations action in marketing activities.
	The introduction of remote widgets provides a means to syndicate marketing information for display on remote sites. Learn more... Added the Wait for Event custom trigger in dialog activities. Added the Promotion Checker target in marketing activities. Added the Display Best Sellers, Display Top Browsed, and Display Promotional Price actions in marketing activities.

Finding precision marketing documentation

Here are the main entry points to learn more about precision marketing:

Precision marketing documentation
Concept	Details and audience	For more information
About the Marketing tool	Learn about the Marketing tool and how to use the precision marketing features of web and dialog activities to deliver targeted marketing messages to customers. This information is intended for the marketing and product managers responsible for creating and managing targeted campaigns and promotions.	Marketing tool
Customizing the Marketing tool	Learn about the many aspects of the Marketing tool that can be customized to suit the business needs of your site. This information is intended for IT developers who are responsible for customizing and extending the Marketing tool user interface, business logic, services, and the storefront.	Marketing customization: Management Center
Marketing administration tasks	Learn about the configuration scenarios and administration tasks that are required to support marketing features in Management Center. This information is intended for IT administrators who are responsible for tasks such as configuring marketing, administering email activities, and testing and managing web and dialog activities.	Administering marketing in Management Center
Improving marketing performance	Learn about how to improve marketing performance by using runtime caching to eliminate processing to and from the database.	Improving marketing performance by using caching Marketing performance tuning