Alterians Feb 2009 Webinar - Building An Operational Campaign Management System Presentation By Merkle


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Featuring Christian Wright, Chief Technology Officer, Merkle

Effective campaign management has become a prerequisite for success in today’s challenging economy. Marketers need to leverage new tools to streamline processes to eliminate redundant work and decrease campaign cycle times. New technologies allow marketers to automate many elements of their campaign management process and enable end users to play a greater role in improving campaign quality.

This webinar discussed:

•Best practices for optimizing the campaign management process

•A high-level overview of a campaign management toolset and how it maps to the needs of marketers’ campaign management challenges

Published in: Business, Technology
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Alterians Feb 2009 Webinar - Building An Operational Campaign Management System Presentation By Merkle

  1. 1. Operational Campaign Management (OCM) Presented by Christian Wright Chief Technology Officer, Merkle February 19 th , 2009
  2. 2. Agenda <ul><li>Operational Campaign Management (OCM) </li></ul><ul><ul><li>Definition </li></ul></ul><ul><li>Marketers Needs </li></ul><ul><ul><li>Global </li></ul></ul><ul><ul><li>Tactical </li></ul></ul><ul><li>OCM with Alterian </li></ul>
  3. 3. OCM Context <ul><li>The Campaign Management process provides NO incremental business value </li></ul><ul><ul><li>Campaign management is a necessary operational process, that delivers no incremental business value </li></ul></ul><ul><ul><li>The best you can ever do is not to hurt the business </li></ul></ul><ul><ul><li>Everyone believes they have created the ultimate “Secret-Sauce” process that provides a competitive advantage – there is no sustainable competitive advantage at the operational level </li></ul></ul>
  4. 4. OCM Definition <ul><li>The process of integrating and optimizing People, Process and Technology to minimize the time and effort spent in the campaign management process. </li></ul><ul><ul><li>Efficient utilization of resources </li></ul></ul><ul><ul><li>Accurate development of campaigns </li></ul></ul><ul><ul><li>Reliable results </li></ul></ul><ul><ul><li>Repeatable process </li></ul></ul>
  5. 5. OCM Gap <ul><li>Executives focus on strategic objectives </li></ul><ul><ul><li>CRM </li></ul></ul><ul><ul><li>Programs </li></ul></ul><ul><ul><li>ROI </li></ul></ul><ul><li>Tacticians get lost in the process </li></ul><ul><ul><li>Focus on lists </li></ul></ul><ul><ul><li>The process becomes king </li></ul></ul><ul><ul><li>Marry business process with technical capabilities </li></ul></ul><ul><li>Gap between strategy and Implementation causes waste </li></ul>
  6. 6. Marketers Needs – Environmental Challenges <ul><li>Media Fragmentation </li></ul><ul><ul><li>Addressable media continue to fragment causing logistical and management nightmares for Marketers </li></ul></ul><ul><li>Reduced Cycle Times </li></ul><ul><ul><li>Campaign cycle times continue to be reduced – if you aren’t running daily campaigns of some sort you soon will be </li></ul></ul><ul><li>Balance </li></ul><ul><ul><li>How do I balance flexibility and responsiveness with control and repeatability </li></ul></ul><ul><li>Reduced Budget/Limited Resources </li></ul><ul><ul><li>More with less </li></ul></ul>
  7. 7. Marketers Needs – Operational Needs <ul><li>Streamline </li></ul><ul><ul><li>Streamline campaign management processes </li></ul></ul><ul><li>Eliminate Redundancy </li></ul><ul><ul><li>Capture and share data one via integrated tool sets </li></ul></ul><ul><li>Reduce Cycle Times </li></ul><ul><ul><li>Reduce campaign cycle times from ideation to selection </li></ul></ul><ul><ul><li>Examples: </li></ul></ul><ul><ul><ul><li>Client 1: 21 days to 7 days </li></ul></ul></ul><ul><ul><ul><li>Client 2: 60 days to 5 days </li></ul></ul></ul><ul><ul><ul><li>Client 3: 7 days to same day </li></ul></ul></ul><ul><li>Integrated Solutions </li></ul><ul><ul><li>Integrate all components of the solution to create a closed loop marketing environment </li></ul></ul><ul><li>Enable End Users </li></ul><ul><ul><li>Allow end-users to perform “what-if” scenario planning </li></ul></ul>
  8. 8. Marketers Needs – Common Sentiments <ul><li>“ I have a Complex Process, because my business is unique…” </li></ul><ul><li>“ I have an Integrated Solution…using MS Word and Excel” </li></ul><ul><li>“ If you fit within our template campaigns are easy to implement” </li></ul><ul><li>“ Our process is too complex for a campaign management tool” </li></ul>
  9. 9. Marketers Needs – Existing Process <ul><li>Typical Campaign Process: </li></ul><ul><li>Uses familiar tools </li></ul><ul><li>Is people intensive </li></ul><ul><li>Creates lot’s of redundant work </li></ul><ul><li>Tries to manage risk with redundancy </li></ul>Word Powerpoint Visio Campaign Tool Current Toolset Manual
  10. 10. OCM – Existing Processes
  11. 11. OCM – Best Practices <ul><li>Eliminate redundant data entry </li></ul><ul><li>Remove unnecessary handoffs between groups </li></ul><ul><li>Automate as much of the process as possible </li></ul><ul><li>Plan for change – any technology solution must be able to be flexible </li></ul><ul><li>Minimize the number of tools users need to manage the process </li></ul><ul><li>Move people closer to the data, make it easier for people to answer questions </li></ul><ul><li>Change (people and process) will be your single largest hurdle to overcome plan for it accordingly </li></ul>
  12. 12. OCM with Alterian <ul><li>Design Features/Benefits: </li></ul><ul><ul><li>Campaign management focused system that allows </li></ul></ul><ul><ul><ul><li>Workflow management </li></ul></ul></ul><ul><ul><ul><li>Data visualization and “what-if” planning for business users </li></ul></ul></ul><ul><ul><ul><li>High speed access to the data </li></ul></ul></ul><ul><ul><ul><li>Integrated environment eliminates redundant data entry </li></ul></ul></ul><ul><li>Technology: </li></ul><ul><ul><li>Alterian AMS Suite (Matrix Creation, Selection, What-If) </li></ul></ul><ul><ul><li>Alterian Organizer (MRM, Quick Counts, Brief Creation) </li></ul></ul>
  13. 13. OCM with Alterian Word Powerpoint Visio Alterian Organizer <ul><li>Web-Based Campaign Brief </li></ul><ul><li>Work Flow Management </li></ul><ul><li>End User Quick Counts </li></ul>Alterian Selection Planner <ul><li>Matrix Creation </li></ul><ul><li>Campaign Selection </li></ul>Campaign Tool Current Toolset New Toolset Manual Automated
  14. 14. OCM with Alterian – Organizer/Selection Planner
  15. 15. OCM with Alterian – Organizer/Selection Planner
  16. 16. OCM with Alterian – Organizer/Selection Planner
  17. 17. OCM with Alterian – Process
  18. 18. Summary <ul><li>Focusing on Operational Campaign Management will… </li></ul><ul><ul><li>Save Marketers time and money </li></ul></ul><ul><ul><li>Reduce reliance on resources </li></ul></ul><ul><ul><li>Align tactical implementation with strategic goals </li></ul></ul><ul><ul><li>Create a more reliable and repeatable process </li></ul></ul><ul><li>Don’t underestimate the organizational change required to achieve it </li></ul><ul><li>Don’t expect the tool to do the work for you, just to enable it </li></ul><ul><li>Remember the 3 certainties in life… </li></ul><ul><ul><li>You pay taxes </li></ul></ul><ul><ul><li>You die </li></ul></ul><ul><ul><li>Marketing always changes, so plan for it… </li></ul></ul>
  19. 19. Questions <ul><li>Contact : </li></ul><ul><li>Christian Wright </li></ul><ul><li>[email_address] </li></ul>