Omnichannel Conversations are key to successful execution of Digitalization framework along with technocratization of decision making, realtime interventions & identification of Imposters

1. Discussion Note – Campaign Ops in an Omni Channel Environment
Confidential Omni channel Note for HDFC Bank Page 1 Prepared by Aditya Madiraju on 18
th
July 2016
Campaign Operations Landscape
If anything typifies the ambitions of modern marketers, it’s the “O” word — omni channel. We give
much lip service to this common goal of engaging customers in seamless and timely experiences across
touch points. The primary reason for that is the actionable environment in which campaign deployment
happen – a siloed environment (fig 1) due to focus on Product centricity instead of customer centricity.
Yet, in reality, it’s not so easy to enable these types of ubiquitous experiences across a large marketing
technology stack, much less enhance it (fig 2). What’s required is a sophisticated use of data that reveals
the attributes of real
people along with the
ability to take action
on behaviors in real
time, such that the
Bank helps the
customers in their
journey. However, if
we are still focused
solely on cookies or
visitors, one is missing
the larger opportunity
to connect with
customers and deliver
the most relevant
interactions.
Fig 1: Typical Campaign Deployment Environments
Fig 2: Typical Omni channel Deployment Environment

2. Discussion Note – Campaign Ops in an Omni Channel Environment
Confidential Omni channel Note for HDFC Bank Page 2 Prepared by Aditya Madiraju on 18
th
July 2016
Operationalizing Omni Channel Game Plan
To achieve operational excellence for delivery of an Omni Channel experience, deployment will address
the challenge of “Rubik’s Cube of Agility – Perspective, Technology & Paradigm” through seamless
functioning of 3 critical platforms - Learning, Listening & Participatory (fig 3).
a. Learning Platform is one that
provides the capability of learning,
Unlearning & relearning using data
driven decision frameworks based on
descriptive, predictive, prescriptive
analytics.
b. Listening Platform is one that
provides capability of listening to
customers, prospects & well-wishers
using combination of customer surveys,
panelists, brand recalls, sentiments &
opinions.
c. Participatory platform is one
that provides capability to interact,
engage & communicate with the customers through Facebook, WhatsApp, LinkedIn Groups, Twitter,
Pinterest to mention a few.
The Technology Stack
When it comes to Marketing technology, Omni Channel technology is probably the most evolved &
involved, as, it seeks to automate data,
information & decisions across empowered
touch points (fig 4) on a 2-way street. Generally,
it is found that the following six(6) classes of
marketing technology seemed to logically fit
together into a semblance of meaningful
structure:
1. Internet services such as Facebook,
Google, and Twitter that underlie today’s
marketing environment.
2. Infrastructure such as databases, big
data management, cloud computing, and
software development tools.
Fig 3: an Omni Channel Rubik’s Cube – Operational paradigm
strategy
Fig 4: Technology Stack - Interdependence of an Omni Channel

3. Discussion Note – Campaign Ops in an Omni Channel Environment
Confidential Omni channel Note for HDFC Bank Page 3 Prepared by Aditya Madiraju on 18
th
July 2016
3. Marketing Backbone Platforms such as Customer Value Management, Analytics, marketing
automation, Web Content Management, and e-commerce engines.
4. Marketing Middleware such as DMPs, CDPs, tag management, cloud connectors, user
management, and API services.
5. Marketing Experiences — more specialized technologies that directly affect prospects and
customers across their lifecycle, such as advertising, email, social media, SEO, content marketing,
A/B testing, marketing apps — the “front-office” of modern marketing.
6. Marketing Operations — the tools and data for managing the “back-office” of marketing, such as,
Data mining, Data farming, MRM, DAM, and agile marketing templates.
Productivity Hack
As noted by most experts, the last mile connectivity is a very critical link for the overall success of the
initiative! Hence, the resources require
differentiated skills to execute throughout
the Marketing Lifecycle of Listening,
Engaging, and Communicating & Converting.
Therefore, a successful Omni channel
campaign process will utilize & enable the
technology to act as conversation
moderators, bringing, products, services &
tools together (fig 5).
Specifically, the team will be multi-
dimensional, capable of implementing the
campaign Operations’ agenda of
Processization, Micro-services, Productizing techniques & Monetizing capacity & capability through
programmatic buying. To meet this objective, broadly speaking, the team skills will be divided into 2
categories – Data Engineering & Campaign Deployment.
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Fig 5: Omni Channel Technology Stack as Conversation Moderator
Data Engineering Skills Campaign Deployment Skills