We’ve blogged a lot about integrating marketing with portal and we’d content sites. IBM has been working hard to provide better integration between their products, including Enterprise Marketing Management and IBM Digital Experience.
IBM demoed three scenarios. The first was a marketer setting up a cross sell site and integrate it with a campaign. On the site they have a landing page and an accounts page. The campaign’s goal is to get marketing offers onto the accounts page. They jumped into the campaign management system and opened the interactive channel. They used a flow charting tool to create segments based on user interactions on the site. Using the flowchart, they define brAnches and the rule to segment users based on their branches
Next they go the strategy page where you deFine the who, what, and where for targets. The who would be a segment. What is the targeted offer and where is the zone on a page where the offer is inserted. Through the strategy screen you can also fine tune scoring of the interactions.
Now, back on the web site, you edit the page and drag an IBM Interact Spot portlet on the page where the offer will go. Next, you set the configuration of the portlet to identify the interaction point that maps to the item in the marKeting system. You also set the number of offers to display. When the settings are saved, the targeted content shows up. They also included impersonation to preview the page as a particular user. This looks really easy.
Scenario two is a customer facing site to integrate applications that will resolve a customer issue. In this case, the user is having an issue with her credit card and sees a late payment fee. She chats with a CSR to get the fee waived. When she returns to the account page, the targeted ofer shows up because the account balance came back up to the target amount.
The final scenario is the internal employee view of all this. Before you can set up campaigns, targeted marketing, etc, you have to understand what customers are doing. Here you might do a sentiment analysis or use Active Sight Analytics on your site to understand behavior. The latter tool can help you see drop off rates and other activity on the page.
This is where you start to identify segments and create targeted content for them. You can use the personalization capabilities to create rules and target spots on the page. If you need more 
sophisticated campaigns, segmentation or cross channel marketing, the you want to move up to IBM Interact, which is part of the IBM enterprise marketing management suite. By using Interact, you can make sure the same offer is made to other channels besides the web site.
IBM Marketing Center is a cloud based system that creates segments, targeted content and cross channel campaigns. To use marketing Center you need to download the IBM Marketing Center Spot portlet.
What is the difference between Marketing Center and IBM Interact portlets? First, the configuration is different between the two because Interact is on-premise, while Marketing Center is cloud based. Content identified by marketing Center is stored on Marketing Center. Interact doesn’t provide a WCM system, so you create content right in Portal/WCM.
