Raab Database Marketing Systems Primer

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Marketers have many systems to choose from. This session by David Raab explains the different categories of products and the key differences to look for among products in each group.

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Raab Database Marketing Systems Primer

  1. 1. Database Systems Primer: Deciphering Differences and Determining Directions DMA Conference & Exhibition October 13, 2010 <ul><li>David M. Raab </li></ul><ul><li>Raab Associates Inc. </li></ul><ul><li>[email_address] </li></ul><ul><li>www.raabassociates.com </li></ul>
  2. 5. What could go wrong?
  3. 6. What’s Your Goal? goal outbound campaigns lead management agent interactions Web interactions social media Web ads TV/radio/print ads
  4. 7. System Types goal system type outbound campaigns B2C marketing automation lead management B2B marketing automation agent interactions CRM Web interactions Web content management monitoring / posting social media Web ads SEM / display TV/radio/print media / traffic
  5. 8. System Types Web content management social media CRM B2C marketing automation B2B marketing automation SEM / display media / traffic users marketing sales service & support identify acquire maintain / grow retain / recapture customer stage
  6. 9. Defining Your Needs
  7. 10. <ul><li>1. Select Process and Define Its Steps </li></ul>Building a Use Case define goals select medium create messages deliver program assess results capture response
  8. 11. <ul><li>2. Define Tasks per Step (example: Webinar) </li></ul>Building a Use Case Steps Tasks define goals <ul><li>define target audience: industry, company size, job title </li></ul><ul><li>assess audience size and costs </li></ul><ul><li>define metrics; estimate costs & ROI </li></ul>select medium <ul><li>select and import email lists </li></ul><ul><li>select keywords for SEM </li></ul><ul><li>select social media keywords and contact lists </li></ul>create messages <ul><li>create email text: invitations, reminders, follow-ups </li></ul><ul><li>create keyword ads </li></ul><ul><li>create social media posts </li></ul>deliver program <ul><li>create landing pages and set up Web reporting </li></ul><ul><li>set up campaign flow: messages, scoring, alerts, sales integration </li></ul><ul><li>execute Webinar </li></ul>capture response <ul><li>measure landing page traffic </li></ul><ul><li>add registrant data to marketing database </li></ul><ul><li>flag attendees in marketing database </li></ul>assess results <ul><li>report on immediate results (traffic, new leads, upgraded leads) </li></ul><ul><li>track long-term results (funnel movement, purchases over time) </li></ul><ul><li>analyze tactical results (copy tests, list tests, channel tests. etc.) </li></ul>
  9. 12. <ul><li>3. Define Requirements per Task </li></ul>Building a Use Case Steps Tasks Requirements define goals <ul><li>define target audience </li></ul><ul><li>assess audience size and costs </li></ul><ul><li>define metrics; estimate costs & ROI </li></ul><ul><li>planning: program hierarchy, creative briefs, approval workflow, budgeting, simulation </li></ul>select medium <ul><li>select and import email lists </li></ul><ul><li>select keywords for SEM </li></ul><ul><li>select social media keywords and contact lists </li></ul><ul><li>list import and segmentation </li></ul><ul><li>report on past keyword results </li></ul><ul><li>social media management </li></ul>create messages <ul><li>create email: invitations, reminders, follow-ups </li></ul><ul><li>create keyword ads </li></ul><ul><li>create social media posts </li></ul><ul><li>email templates, personalization, dynamic content, rendering </li></ul><ul><li>share across programs & media </li></ul>deliver program <ul><li>create landing pages and set up Web reporting </li></ul><ul><li>set campaign flow: messages, scoring, sales alerts </li></ul><ul><li>execute Webinar </li></ul><ul><li>role- and program-based rights </li></ul><ul><li>Web page and forms creation </li></ul><ul><li>triggers, branching flows, scoring </li></ul>capture response <ul><li>measure landing page traffic </li></ul><ul><li>add registrant data to marketing database </li></ul><ul><li>flag attendees in marketing database </li></ul><ul><li>Web reporting </li></ul><ul><li>Webinar system integration </li></ul><ul><li>sales integration and alerts </li></ul>assess results <ul><li>report immediate results (traffic, leads) </li></ul><ul><li>track long-term results (funnel, purchases) </li></ul><ul><li>analyze tactical tests (copy, list, channel. etc.) </li></ul><ul><li>campaign results, attribution, ROI </li></ul><ul><li>lead profiling and tracking </li></ul><ul><li>test set-up and reporting </li></ul>
  10. 13. What You Want What You Can Get What You Need Matching Needs to Systems
  11. 14. System Features B2C marketing automation B2B marketing automation CRM goal: outbound campaigns goal: lead management goal: agent interactions vendors: Unica, Alterian, smartFocus, SAS, Teradata, Marketwide, Neolane vendors: Aprimo, Eloqua, Silverpop, Marketo, Genius vendors: Siebel, Salesforce.com, RightNow, PegaSystems, SAP, Amdocs <ul><li>core: </li></ul><ul><li>complex segmentation </li></ul><ul><li>email delivery </li></ul><ul><li>core: </li></ul><ul><li>nurture campaigns </li></ul><ul><li>CRM integration </li></ul><ul><li>core: </li></ul><ul><li>personal interactions </li></ul><ul><li>operational interface </li></ul><ul><li>differentiating: </li></ul><ul><li>multi cell segmentation </li></ul><ul><li>offer management / library </li></ul><ul><li>integrated modeling </li></ul><ul><li>connect to external data </li></ul><ul><li>any standard database </li></ul><ul><li>complex queries </li></ul><ul><li>real-time updates </li></ul><ul><li>real-time triggers </li></ul><ul><li>distributed / remote access </li></ul><ul><li>dynamic content </li></ul><ul><li>Web data integration </li></ul><ul><li>differentiating: </li></ul><ul><li>dynamic content </li></ul><ul><li>active templates </li></ul><ul><li>integrated testing </li></ul><ul><li>branching campaign flow </li></ul><ul><li>Web behavior tracking </li></ul><ul><li>custom data models </li></ul><ul><li>multiple accounts / person </li></ul><ul><li>multiple scores / person </li></ul><ul><li>company scores </li></ul><ul><li>fine-grained security </li></ul><ul><li>analytical data mart </li></ul><ul><li>Webinar integration </li></ul><ul><li>differentiating: </li></ul><ul><li>on-premise or hosted </li></ul><ul><li>real-time recommendations </li></ul><ul><li>API access to system data </li></ul><ul><li>access external data </li></ul><ul><li>import prospects (e.g. JigSaw) </li></ul><ul><li>social media integration </li></ul><ul><li>IVR integration </li></ul><ul><li>deduplication & data quality </li></ul><ul><li>multi-step campaigns </li></ul><ul><li>multi-cell segmentation </li></ul>
  12. 15. System Features Web content management social media goal: Web interactions goal: monitoring / posting vendors: SDL Tridion, Adobe/Day, EMC/Documentum, FatWire, Interwoven, OpenText, Vignette vendors: Alterian/Techrigy, Radian6, DNA13, Lithium/Scout Labs <ul><li>core: </li></ul><ul><li>build and serve pages </li></ul><ul><li>automated interactions </li></ul><ul><li>core: </li></ul><ul><li>automated search </li></ul><ul><li>case management </li></ul><ul><li>differentiating: </li></ul><ul><li>integrated testing </li></ul><ul><li>automated optimization </li></ul><ul><li>integration with content creation tools </li></ul><ul><li>visitor registration and profiles </li></ul><ul><li>link visitor profiles to external data </li></ul><ul><li>personalization </li></ul><ul><li>dynamic content </li></ul><ul><li>automated localization / versioning </li></ul><ul><li>page-level analytics </li></ul><ul><li>visitor-level analytics </li></ul><ul><li>collaboration / social networks </li></ul><ul><li>differentiating </li></ul><ul><li>multiple source types </li></ul><ul><li>custom sources </li></ul><ul><li>source archive </li></ul><ul><li>complex queries </li></ul><ul><li>sentiment analysis </li></ul><ul><li>semantic analysis </li></ul><ul><li>influence measures </li></ul><ul><li>trends: sentiment, volume, sources, topics </li></ul><ul><li>rule-based alerts </li></ul><ul><li>case management </li></ul><ul><li>post mgt: multiple accounts, workflow </li></ul>
  13. 16. Shared Features marketing planning program development measurement goal: define marketing plan goal: create programs goal: understand results <ul><li>core: </li></ul><ul><li>list planned programs </li></ul><ul><li>core: </li></ul><ul><li>create and store content </li></ul><ul><li>core: </li></ul><ul><li>report on program response </li></ul><ul><li>differentiating: </li></ul><ul><li>graphical calendar </li></ul><ul><li>expected revenue </li></ul><ul><li>budget and actual costs </li></ul><ul><li>hierarchies by medium, region, product, etc. </li></ul><ul><li>link to strategic goals </li></ul><ul><li>forecast using past results </li></ul><ul><li>estimate costs as CPM x qty </li></ul><ul><li>detailed line-item budgets </li></ul><ul><li>integrate with accounting </li></ul><ul><li>YTD spend: actual vs. budget vs. committed </li></ul><ul><li>purchase order mgt </li></ul><ul><li>vendor management </li></ul><ul><li>differentiating: </li></ul><ul><li>integrated creative briefs </li></ul><ul><li>project management w/tasks, assignees, status, alerts, etc. </li></ul><ul><li>program folders w/security </li></ul><ul><li>content & offer libraries </li></ul><ul><li>integrated authoring tools </li></ul><ul><li>links w/external author tools </li></ul><ul><li>active templates </li></ul><ul><li>advanced workflow: reviewer lists, comments, alerts, etc. </li></ul><ul><li>expiration dates on content </li></ul><ul><li>compliance rules on content </li></ul><ul><li>version control, check in/out </li></ul><ul><li>customizable templates for program attributes </li></ul><ul><li>multiple program types </li></ul><ul><li>differentiating: </li></ul><ul><li>separate analytical data mart </li></ul><ul><li>dashboard tools </li></ul><ul><li>end-user report writer </li></ul><ul><li>integrated predictive models </li></ul><ul><li>funnel-based ROI measures </li></ul><ul><li>integrate external data </li></ul><ul><li>ad hoc analysis </li></ul><ul><li>drill down within reports </li></ul><ul><li>multidimensional analysis (pivot tables) </li></ul><ul><li>statistical LTV projections by customer, by campaign </li></ul><ul><li>trend reports and alerts </li></ul><ul><li>simulation and optimization </li></ul>
  14. 17. Digging Deeper <ul><li>Hosted vs. On-Premise </li></ul><ul><li>Suite vs. Best of Breed </li></ul><ul><li>Web Data Integration </li></ul><ul><li>Cross-Channel Programs </li></ul><ul><li>Inbound Marketing </li></ul><ul><li>Marketing Measurement </li></ul>
  15. 18. What next?
  16. 19. What next? Define the problem Identify your needs Match needs to solutions Keep digging until you’re sure What You Want What You Can Get What You Need
  17. 20. Thank You! <ul><li>David M. Raab </li></ul><ul><li>[email_address] </li></ul><ul><li>www.raabassociatesinc.com </li></ul><ul><li>http://customerexperiencematrix.blogspot.com/ </li></ul>

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