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- Marketing campaign management - case study
Figure 1 – An illustration of our client’s campaign management system and its interaction with different corporate information systems in the client environment. The main components of campaign infrastructure included base enterprise data warehouse, semantic layer, Unica Affinium, web interfaces, coupon building application and reports using Business Objects.
Marketing campaign management - case study
Project background
The client organization is a US-based fortune 500 enterprise with products in computing, consumer electronics and digital media. It is important for our client to implement and maintain a solution that allows them to retain and grow their customer base. Additional expectations were that the solution be cost effective, handle high data volume and have analytic capabilities. EXILANT helped the client implement and maintain the solution.
Technology Platform
- Database: Teradata
- Campaign Tool: Unica
- ETL / Data Integration: Informatica
- Reporting platform: BO XI, SAS
Predictable data consolidation vitalfor on-time campaign execution
Even as the market is moving towards forward looking analytic solutions enterprises are challenged.
Project details
As illustrated in figure 1, the client’s campaign infrastructure includes base data warehouse, semantic layer for reporting, web interface for users, Unica Affinium tool to manage campaigns. For the purpose of this case study, three important projects are described.
Provisioning a better platform for campaign management which involved :
- EDW initiative, in which the Oracle database was replaced by a Teradata platform to improve performance. This focused on consolidating data marts and migrating the Business Objects user interface applications from Oracle environment to Teradata environment.
- Migrating the Unica User Interface from Oracle environment to Teradata environment for campaign creation and maintenance.
- Migration of all the reports from the oracle environment to the Teradata environment. EXILANT was involved in all of these as well as the decommissioning the Oracle environment.
Information visualization platform - Due to the fast changing data visualization requirements, a semantic layer was built on top of the base campaign and customer data store. The existing reporting system was also enhanced to reduce manual steps in the direct mail campaign process. As part of this, several reports related to campaigns and customer KPI’s were developed.
Campaign performance management - A number of analytic reports were produced as part of measuring effectiveness of campaigns. One example is tracking and analyzing of pre-sale and post-sale trends through intelligent reporting. The co-existence of campaign, transactional, customer and revenue data can be leveraged to develop behavior models and analyze the trend. The charts illustrating the trend help to analyze the impact of campaigns to bring in new customers and revenue.
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.
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.
Figure 2 - The success of campaign is measured by many measures like the customers who were actually contacted, revenue from sale of products targeted by campaign etc. These are sample forms of trend charts used to analyze the impact of campaigns.
Project results
This project enabled the client to track and analyze their marketing campaigns and importantly help them to quickly reach the customers/prospects as per their needs and interests. Analytics helped to reach the right targets, optimize customer interactions and enhance customer experience. Measuring effectiveness of campaigns helped marketers to effectively allocate resources and improve performance.
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Predictable data consolidation vitalfor on-time campaign execution
Even as the market is moving towards forward looking analytic solutions enterprises are challenged.
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.
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.
