2. 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

3. © 2015 Forrester Research, Inc. Reproduction Prohibited3 We work with business and technology leaders to develop customer-obsessed strategies that drive growth.

4. © 2015 Forrester Research, Inc. Reproduction Prohibited4 POLL 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. 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.

5. © 2015 Forrester Research, Inc. Reproduction Prohibited5 Agenda › Demystify RTIM › Define RTIM requirements › Evaluate vendor capabilities › Review customer feedback › Recommend next steps

6. © 2015 Forrester Research, Inc. Reproduction Prohibited6

7. 7 The contextual marketing engine Source: April 14, 2014, “The Power Of Customer Context” Forrester reportThe Power Of Customer Context That leverages big data technology Build a contextual marketing engine To drive continuous engagement Big data and analytics fuel the engine. Insight and automation drive the engine. Marketing sparks interactions across the customer life cycle.

8. © 2015 Forrester Research, Inc. Reproduction Prohibited8 Enterprise marketing technology that delivers contextually relevant experiences, value, and utility at the appropriate moment in the customer life cycle via preferred customer touchpoints RTIM definition Source: February 20, 2015, “Brief: Demystifying Real-Time Interaction Management” Forrester reportBrief: Demystifying Real-Time Interaction Management

9. © 2015 Forrester Research, Inc. Reproduction Prohibited9 1.Identity resolution at a personalized, individual level Recognition Context Orchestration Offer Optimization 2.History merged with real-time contextual insight 3.Analytics to determine action, offer, content, or message 4.Delivery and dialog management at the appropriate touchpoint 5.Insights for ongoing interactions and strategic planning RTIM requirements Source: February 20, 2015, “Brief: Demystifying Real-Time Interaction Management” Forrester reportBrief: Demystifying Real-Time Interaction Management

10. © 2015 Forrester Research, Inc. Reproduction Prohibited10 RTIM market Source: April 29, 2015, “Market Overview: Real-Time Interaction Management” Forrester reportMarket Overview: Real-Time Interaction Management

11. © 2015 Forrester Research, Inc. Reproduction Prohibited11 RTIM vendors evaluated Source: July 29, 2015, “The Forrester Wave™: Real-Time Interaction Management” Forrester reportThe Forrester Wave™: Real-Time Interaction Management

12. © 2015 Forrester Research, Inc. Reproduction Prohibited12 RTIM criteria Source: July 29, 2015, “The Forrester Wave™: Real-Time Interaction Management” Forrester reportThe Forrester Wave™: Real-Time Interaction Management

13. © 2015 Forrester Research, Inc. Reproduction Prohibited13 RTIM vendor performance Leaders › Pegasystems › Teradata Strong Performers › Adobe › IBM › Oracle › Salesforce › SAS Institute › Experian › SmartFocus Contenders › Pitney Bowes › Infor Source: July 29, 2015, “The Forrester Wave™: Real-Time Interaction Management” Forrester reportThe Forrester Wave™: Real-Time Interaction Management

14. © 2015 Forrester Research, Inc. Reproduction Prohibited14 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 reportThe Forrester Wave™: Real-Time Interaction Management

15. © 2015 Forrester Research, Inc. Reproduction Prohibited15 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 Overall score: 3.36 Strengths: customer profiles, predictive analytics, digital intelligence, digital channels, and data management Weaknesses: UX and native and partner integration › Salesforce Overall score: 3.16 Strengths: customer journey mapping, digital intelligence, digital channels, and testing Weaknesses: UX and native and partner integration › Oracle Scoring N/A — did not actively participate Source: July 29, 2015, “The Forrester Wave™: Real-Time Interaction Management” Forrester reportThe Forrester Wave™: Real-Time Interaction Management

16. © 2015 Forrester Research, Inc. Reproduction Prohibited16 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 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 › SmartFocus 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 reportThe Forrester Wave™: Real-Time Interaction Management

17. © 2015 Forrester Research, Inc. Reproduction Prohibited17 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 reportThe Forrester Wave™: Real-Time Interaction Management

18. © 2015 Forrester Research, Inc. Reproduction Prohibited18 RTIM customer ratings Base: 74 customers; Source: Forrester’s Q2 2015 Global Real-Time Interaction Management Customer Reference Online Survey

19. © 2015 Forrester Research, Inc. Reproduction Prohibited19 RTIM customer ratings Base: 74 customers; Source: Forrester’s Q2 2015 Global Real-Time Interaction Management Customer Reference Online Survey

20. © 2015 Forrester Research, Inc. Reproduction Prohibited20 RTIM customer ratings Base: 74 customers; Source: Forrester’s Q2 2015 Global Real-Time Interaction Management Customer Reference Online Survey

21. © 2015 Forrester Research, Inc. Reproduction Prohibited21 RTIM areas for improvement Base: 74 customers; Source: Forrester’s Q2 2015 Global Real-Time Interaction Management Customer Reference Online Survey

22. © 2015 Forrester Research, Inc. Reproduction Prohibited22 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.eCommerce recommendations: 25% 7.Web personalization: 23% 8.Customer experience management: 22% RTIM use cases Base: 74 customers; Source: Forrester’s Q2 2015 Global Real-Time Interaction Management Customer Reference Online Survey

23. © 2015 Forrester Research, Inc. Reproduction Prohibited23 RTIM biggest challenges Base: 74 customers; Source: Forrester’s Q2 2015 Global Real-Time Interaction Management Customer Reference Online Survey

24. © 2015 Forrester Research, Inc. Reproduction Prohibited24 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 RTIM biggest challenges Base: 74 customers; Source: Forrester’s Q2 2015 Global Real-Time Interaction Management Customer Reference Online Survey

25. © 2015 Forrester Research, Inc. Reproduction Prohibited25 On-premises today and no plans for SaaS On-premises today and would consider SaaS SaaS today Hybrid today RTIM deployment models Base: 74 customers; Source: Forrester’s Q2 2015 Global Real-Time Interaction Management Customer Reference Online Survey

26. © 2015 Forrester Research, Inc. Reproduction Prohibited26 10M50M100M500M1B10B50B100B500B>500B RTIM annual interactions 67% manage interactions where at least 90% of the audience are known customers. Base: 74 customers; Source: Forrester’s Q2 2015 Global Real-Time Interaction Management Customer Reference Online Survey

27. © 2015 Forrester Research, Inc. Reproduction Prohibited27 RTIM channels Base: 74 customers; Source: Forrester’s Q2 2015 Global Real-Time Interaction Management Customer Reference Online Survey

28. © 2015 Forrester Research, Inc. Reproduction Prohibited28 1.Most do web personalization and dynamic email today. 2.eCommerce 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. RTIM channels

29. © 2015 Forrester Research, Inc. Reproduction Prohibited29 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. Real-time interaction management

30. Thank you forrester.com Rusty Warner +44 (0)207.323.7755 rwarner@forrester.com Twitter: @RustyWarner