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Figure 1 – illustrates a framework we use to understand the level of sophistication of our clients campaign management system. This framework has evolved based on our experience and helps in preparing a measurable and achievable plan to improve client’s operational processes and enabling systems.
Campaign Management Solution Overview
Introduction
We help clients improve performance of their campaign management systems in the following ways:
- Implement, re-engineer, tune and maintain an automated campaign data infrastructure
- Implement and maintain a monitoring and measurement system for campaign effectiveness
- Streamline campaign implementation and execution processes
- Implement and maintain an effective data visualization layer for campaigns
Establishing reliable data infrastructure
The main issue today is not about making use of customer and campaign data for executing and managing campaigns. Customer data that exists in fragmented form will not give complete and consistent view of and cannot be used to execute campaigns. It is a challenge to cleanse data, resolve synchronization issues between different data sources and consolidating to ensure integrity.
Well designed ETL layer speeds up the process of data extraction and consolidation, thus allowing the data to be consistent and available on time. Accurately modeled data warehousing serve as window to comprehensive organization of customer and campaign data.
We have experience in building campaign data infrastructure on different platforms such as Teradata, Oracle or SQL Server. Our team has expertise building ETL layer using both custom coding and tools like Informatica.
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.
Streamlining campaign execution processes
Most campaign operations teams face a challenge in swift and consistent implementation of campaigns because the business rules and processing steps required for implementing a campaign require modifications in numerous systems. In most cases, campaign teams do not follow or maintain standards in the way these systems are modified to implement campaigns. These result in delays in responding to business needs in addition to increased cost of campaign operations.
Creating and maintaining standards to facilitate predictable and quick implementation of new campaigns or modifications to existing ones resolves the challenge. A governance team should review any deviations or feedback suggested by implementation teams.
We closely work with lines of business to develop and encourage adoption of such standards.
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.
Monitoring and measuring campaign effectiveness
Enterprises with aggressive marketing operations execute a large number of campaigns The requirements with respect to monitoring and measuring campaigns is also very diverse. This poses a challenge to monitor and measure effectiveness of campaigns on continuous basis.
Monitoring and measuring effectiveness is however difficult because, measures are distributed across multiple sub-systems and are therefore not readily available to users.
With our experience in this domain, we are well placed in helping clients build systems that reduce the problem teams face in acquiring campaign status and metrics.
Measuring effectiveness of campaigns
Campaign teams adopt ad-hoc approach to monitor status and measure campaign effectiveness. Standardizing the process helps to eliminate manual collation of status information.
Effective data visualization layer
Data is stored in warehouses in a manner that optimizes execution from a technical perspective. Users however like to see data represented to them in familiar business terms and this requirement evolves with time. A separate data visualization layer is required for this purpose.
We assist clients in building a semantic layer on top of campaign and customer data store that helps with this requirement. Our team has extensive experience in building custom solution using market standard tools such as Business Objects, Cognos, Oracle, SAS and Unica.
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.
Summary
Our approach for improving campaign management is multi-disciplinary as it addresses all aspects of people, process and technology. Our engagement team has knowledge of marketing processes, understanding of statistics, data mining and modeling, visual representation, technical implementation and project management. This gives us the ability to look at business and technical issues together in order to improve performance and reduce costs.
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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.
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.
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.
