Integrating IBM (Unica) Interact with WebSphere Commerce Part 1

In this video I show off the GreenWheels demonstration where I created an IBM Interact Widget. In this first part I show how Interact and WebSphere Commerce connect together. I explain the setup of the zones in Interact and how I mapped those zones to areas within the product page layout in Commerce Composer. I then walk through how I used the new widget framework to call into Interact and construct the offers for the web page.

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What is real time inbound marketing?

I guess first we have to understand what “inbound marketing” is before we get into the real time aspects of it. According to Wikipedia the definition for inbound marketing is:

Inbound marketing is based on the concept of earning the attention of prospects,[1] making yourself easy to be found[2] and drawing customers to your website[3] by producing content customers value.[4] Blogs, podcasts, video,eBooks, enewsletters, whitepapers, SEO, social media marketing, and other forms of content marketing are considered inbound marketing. – link

This essentially means whenever someone writes about your product, service or web site it is inbound marketing. It is even better when a link to your product or page is referenced within the text – either directly or indirectly. Direct or indirect is very important, for instance, I may mention a Nike product in a Tweet and never mention a tag (#) or a site, but tools can pick up on that and use that information. If a link is provided then SEO now comes in to play. Anytime a search is done the search engines will pick up these links and offer the article or post in their search results. Nothing like getting free advertising!

So now for the real time part. Say one of your products goes viral on Twitter, you could position your web site to offer advertisements immediately based on public sentiment. Imagine blogs, news sites, Twitter, or Pinterest mentioning your product and literally within hours or minutes possibly you could have on your home page that exact product in a large advertisement.

Unica Interact, a solution in Enterprise Marketing Management can give your sites a real time view into this collected data. By calling into the service real time, your segmentation is essentially “live”. Relevant advertisements, promotions, and specials can almost happen…. well… real time! This is social media marketing and interactive marketing at its finest.

Update to the Unica Campaign to WebSphere Commerce video on YouTube

I had to remove the first video because I left an image in the video that should not have been in there. I changed the image to one of our stock images for our demo environment versus the custom image I used for a customer. So you may here an audio change in the video where I spliced it out. I already updated the previous post with the new video URL.

Integrating Unica Campaign and WebSphere Commerce

In this video I show one way how Unica Campaign and SPSS scoring could be integrated with WebSphere Commerce. I demonstrate how basic customer segmentation based on unauthenticated, authenticated male, and an authenticated female customers get a different experience in the online store. This is a basic integration of WebSphere Commerce and Unica Campaign, depending on your environment and the data repositories in your environment you may have a different approach.