Download What is missing in campaign management today?

What is missing in campaign management
today?
Shaun Doyle
VP Intelligent Marketing Solutions, SAS
Content
Q
Q
Q
Q
Q
Q
Q
What is campaign management?
How has the technology evolved?
Where are we today?
What is missing?
Where is the technology going?
SAS Enterprise Marketing Automation Solution
Questions
What is campaign management?
“A set of technologies that support the planning, execution
and evaluation of pro-active marketing communications
with a customer or prospects…”
Shaun Doyle, Intrinsic Oct 1998
Primary focus of campaign management
Q
Manage communications that support:
•
•
•
•
•
Customer acquisition
Cross-selling
Up-selling
Retention
Re-activation/recovery
• Information provision (to meet statutory requirements)
How has the technology evolved?
Q
Customer list extracts from invoicing systems
Q
Merging of customer lists from systems
• Name and address processing
• Matching technologies
Q
Emergence of print and service bureaus
Q
List management systems
Q
Marketing databases
Q
Campaign management systems e.g. Mind
Q
Marketing automation solutions e.g. Intrinsic
Q
Enterprise marketing automation solutions e.g. SAS EMA
What is typical campaign management
functionality?
Q
Q
Q
Q
Q
Q
Q
Q
Q
Set up campaign definition
Identify target audience
Prioritise communication
Create communication cells
Create export/interface definition
Execute communication
Update contact history
Report on performance
Automate process
How does campaign management fit in?
Data Repository /
Warehouse
Data Sources
Database Extract &
Transformation
CDR
DATA
DATA
Contracts
DATA
Other data
•
•
•
•
•
Extract
Transform
Loading
Cleaning
Matching
CRM APPLICATIONS
Customer / Account
Campaign
Management
Fulfillment Channels
•
•
•
•
•
•
Inbound Call Centre
Direct Mail
Telemarketing
Web site
Branch
SMS
Marketing
Customer Data
Information Mart
File
TARGETED COMMS
Reporting
Analysis &
Modeling
What was missing until today?
Q
Real intelligence
• Exploitation of behavioural modelling to target
communications
• Exploitation of channel response models to drive choice of
communication vehicle
• Exploitation of customer profitability models
• Exploitation of segmentation models
..As as core part of the process….. not a bolt on
What has prevented the use of
intelligence?
Q
Q
Q
Basic technology has been around for a long time
(especially in SAS)
But never been fully integrated with campaign
management … until today
Never been able to run off single repository
What else has been missing?
Q
Q
All the necessary technologies integrated with
intelligence “at the core”
Seamless integration to the key customer facing
technologies
What else has been missing?
Data Repository /
Warehouse
Data Sources
Database Extract &
Transformation
CDR
DATA
DATA
Contracts
DATA
Other data
•
•
•
•
•
Extract
Transform
Loading
Cleaning
Matching
SAS
SAS
CRM APPLICATIONS
Customer / Account
Campaign
Management
Fulfillment Channels
•
•
•
•
•
•
Marketing
Customer Data
Information Mart
File
Inbound Call Centre
Direct Mail
Telemarketing
Web site
Branch
SMS
SAS
TARGETED COMMS
Reporting
SAS
Analysis &
Modeling
SAS Enterprise marketing automation
Q
SAS EMA solution
•
•
•
•
•
•
Q
SAS Warehouse Admin
SAS SPD
SAS Enterprise Miner
SAS Campaign Management
SAS Reporting
Structured delivery methodology
Industry based solutions
SAS Enterprise marketing automation solution:
Part of the SAS i-layer
Where is the technology going?
Q
Q
Further automation
Optimisation
• Communication decisioning
• Channel utilisation
Q
Q
Q
Q
Campaign performance forecasting
Support for very larger database
Support for complex data sources
Real time communications
Conclusion
“In today’s competitive environment, where products
can be copied in days and service cannot be used to
achieve differentiation, the only thing you have to create
and sustain competitive advantage is information on your
customers…. Customer intelligence is therefore key to
success.”
Questions
What do we mean by customer
intelligence?
Why comprehensive integration