The document discusses enterprise marketing automation (EMA), emphasizing the importance of data mining, customer insights, and effective customer interactions across various channels such as email and SMS. It highlights the distinction between interruption marketing and permission-based strategies, as well as the steps involved in planning and implementing marketing campaigns. Additionally, it details the advantages of EMA tools in capturing and analyzing customer data to enhance targeting and personalization in marketing efforts.

1. Enterprise Marketing Automation
SHEETAL WAGHMARE
M.TECH (Computer Science & Data Processing)
IIT KHARAGPUR
EMAIL-ID: shitu2iitkgp@gmail.com
sheetalw3@gmail.com

2.  EMA provides information about the business including
 Competitors
 industry trends
 EMA utilises Data Mining and OLAP (online analytical
processing) is computer processing that enables a user to
easily and selectively extract and view data from different
points of view.

3.  We needed to bring all of
our data together to gain
better insight into our
fans’ purchasing behavior
and preferences.
As a result, we are able to
drive better customer
interactions across
multiple
channels, including email
and SMS in particular.

4.  INTERRUPTION MARKETING: It refers to promoting a
product through continued advertising, promotions, public
relations and sales

5. Telemarketing: act of promoting a good or service over the telephone
Print Advertising: promote a product via newspapers or magazines
Direct Mail: promotional circulars sent directly via mail
E-mail Spam: electronic mails sent to large mailing lists
TV/Radio Advertisements: promote a product via television and radio

6. Marketers obtain permission before advancing to the next step in
the purchasing process. For example, they ask permission to send
email newsletters to prospective customers

7. Interruption Vs Permission

9. 1. Customer Intelligence
2. Extraction and analyses of the intelligence
3. Campaign definition and planning based on that data analysis
4. Campaign monitoring tools that handle lead generation
5. Response management
6. Workflow so that there is uniform customer view across the enterprise

10. OPT-IN
 When you fill out an
online form at the
website with your vital
statistics, often at
bottom of form there
are checkboxes that ask
you whether you would
like to receive further
information or an e-
mail update on the
product. This is
“opting-in”
OPT-OUT
 An opt-out variation –
the checkbox is already
checked and you have
to uncheck it to opt out
of the newsletter update
or further information.
This is “opt-out”.
Opt-in principle is
more favourable than
the Opt-out principle
Note: Traditional banner ad click through rates is 0.5%
Traditional interruption mail is 1% and at most 2%
Click through rates for opt-in email is 7% – 10%

11. Steps in planning an marketing campaign
1. Determine the objectives of the campaign
2. Identify the internal market
3. Choose an interaction or influence strategy
4. Develop the content of the program
5. Select the marketing strategy
6. Implementing the program

12.  EMA uses the internet to
capture, extract, and analyze information
about each customer and each market
segment
It gives you the design tools to
plan, execute, monitor, and refine your
marketing campaigns to the level of the
individual within the market segment
EMA workflow allows all parties to see
exactly what they are permitted to see in all
marketing campaigns as they evolve

13.  EMA tools are distinguished from traditional marketing tools by their ability to
capture, extract and analyze customer information from multiple and often platform-
independent sources and realize the results through the web
 The EMA analysis provides in depth profiling information on customer
preferences, buying behavior, revenue, profitability and purchasing frequency
 EMA tools have the ability to capture, extract and analyze customer information from
platform independent sources
 Good analytic software cannot only reduce the cost of customer acquisition, but
also identify those customers who are potentially going to take their business to your
competitors

14. (1) Promotions – Steps to boot the sale
(2) Events - Webinars
(3) Loyalty and retention programs
(4) Partner and channel management
(5) Response management – Closed-loop feedback

15. Segmentation is a dynamic ongoing process which is
 Measurable
 Approachable
 Significant
 Differentiable
 Affordable

16.  Personalization is the process of customizing interaction with a
customer based on his or her explicit interest and preferences, or
interest and preferences that are derived from other data about
customer
 Give individuals the choice on how their personal information
is going to be used online, especially if the use is unrelated to
the purpose for which it was collected (opt-in). Minimally allow
the individuals the ability to have it and not to opt-out