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Figure 1 – illustrates how two teams, Business and Campaign Implementation, monitor status of campaign execution. The status information required by them differ in content, depth, definition and source of the data required to determine status. Traditionally, no standard approaches to extract and provide information are agreed by teams, leading to redundancies, reduced ability to quickly take corrective action and higher cycle times.
Status monitoring and effectiveness measurement of campaigns
Introduction
A streamlined mechanism for status monitoring and effectiveness measurement is essential for swift consistent implementation of campaigns. Such a mechanism enables companies to monitor and measure performance accurately and without delays leading to improved ability to take corrective action and device improvement strategies.
Why is it difficult to streamline status monitoring and performance measurement?
Organizations face a challenge in implementing a streamlined monitoring and measurement mechanism due to numerous factors. Organizations with aggressive campaign marketing strategies require more metrics due to large number of campaign types that they implement. The definition of metrics changes often because such organizations are constantly modifying their campaign requirements to keep pace with business needs. Numerous user groups are involved in campaign operations each with different requirements for monitoring and measurement based on their area of functional interest.
Metrics required for monitoring and measurement cannot be derived from one place, because the processing steps for a campaign are spread across multiple sub-systems that comprise the campaign management infrastructure. It is very common of these sub-systems to require different techniques for extracting data required for measurement and monitoring.
Building agile and efficient marketing teams
Ad-hoc approaches in implementing online campaigns are impacting business. It is taking longer than ever to implement new campaigns and operation costs are on an increase.
Here is an example that illustrates the afore-mentioned issues. Email campaign to promote a new data service implemented using multiple sub-systems is shown in fig 1 above.
Fig 1 is a simple example of how two teams, Marketing and Campaign Operations, while interested in the status of implementation of a new email campaign, differ in content, depth, definition and source of the data required to determine status. The issues with measuring effectiveness are very similar to the ones faced with monitoring status and are therefore not discussed separately.
The Marketing team wants to know the status of “target customer email list” creation for this email campaign and their areas of interest are shown on the left hand side of Fig 1. As shown in the figure, the status of certain processes such as “search best email id” or “removal of duplicate records” is typically acquired from more than one system. Once this data is extracted it is transformed to the format the Marketing team needs to understand status.
Data readiness crucial to execute campaign
Predictable data consolidation is required every time, else be prepared to lose business. However, campaign marketing organizations pay a heavy price by not paying attention to supporting data infrastructure.
The Campaign Operations team wants to know the status of execution of the new campaign as a whole, which is a superset of information other team wants. As shown in Fig 1, while both Marketing and Campaign Operations require the status of “Initial Data Load” or “Removal of Duplicate Records”, the Campaign team requires information in terms of execution of programs and database scripts. The data required for this purpose has more depth because it reflects detailed analysis of processes and systems that perform the actual execution. Once again, this level of information is acquired from numerous sub-systems each with variations in processing power, integration capability and process monitoring interface.
This approach has drawbacks with increasing number of teams, sub-systems and frequency of changes in campaign execution. The approach leads to redundant processes and likelihood of same data being extracted by multiple teams. This reduces system performance and increases cycle time of campaign implementation.
Visualize campaign data to gain benefit
Critical aspect is to provide data to campaign managers in a way that makes sense to them. However fast changing business needs are exposing inefficiencies in the way most teams implement this aspect.
Status monitoring and effectiveness measurement system
To meet this challenge, there is a need to design and implement an effectiveness and status monitoring system that can gather and consolidate information from multiple sub-systems and present it for teams to use. This system should have four parts.
First, is a mechanism to gather from different teams, all status and effectiveness measurement requirement. This information is captured using templates, which have sections that detail the requesting team, status parameters, effectiveness measurement formulae, their input data elements and formats for representation. This needs to be updated on a regular basis in order to maintain the latest understanding of requirements for status and effectiveness measurement across teams.
An extraction mechanism or sub-system forms the second part of the solution. Using this extraction mechanism real-time data is extracted and consolidated in single database for status and effectiveness calculations.
The consolidated data is then used to show status information in the way different teams would like to see it. The user interface has the capabilities to show status, measures and metrics in the terminologies, format and depth expected by the teams. Regardless of the choice of user interface technology, report content and format, the data for reporting should be collected from the consolidation layer described earlier.
Both the extraction mechanism and user interface should be kept in synch with changing requirements for status and effectiveness measurement.
Managing marketing campaigns
Marketers face challenges in operating their campaign smoothly despite having multiple systems. They need "ready to execute" infrastructure and analytical approach to take charge of the campaigns.
Improving marketing campaigns
EXILANT helped one of the largest consumer electronics product company to establish and enhance their campaign system. The solution enabled the client to manage and improve sales and services of their products.
Summary
Campaign teams have traditionally adopted ad-hoc techniques to monitor status and measure campaign effectiveness. This is however not a scalable approach in today’s world. Implementing a well-designed system for status monitoring and effectiveness is very critical to a campaign operation that can scale with business needs. Such a system reduces and in most cases eliminates the problem that teams face of traversing numerous sub-systems to acquire status information. With our experience in this domain, we are well placed with helping clients in designing and implementing such systems.
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Building agile and efficient marketing teams
Ad-hoc approaches in implementing online campaigns are impacting business. It is taking longer than ever to implement new campaigns and operational costs are on an increase.
Data readiness crucial to execute campaign
Predictable data consolidation is required every time, else be prepared to lose business. However, campaign marketing organizations pay a heavy price by not paying attention to supporting data infrastructure.
Visualize campaign data to gain benefit
Critical aspect is to provide data to campaign managers in a way that makes sense to them. However fast changing business needs are exposing inefficiencies in the way most teams implement this aspect.
