This document contains information about the Heroes at Home 2010 program, including organizational charts, contact lists, timelines, and insights. It discusses the email marketing department's role in deploying emails on schedule to support the program. It also outlines milestones, issues that arose, and key learnings around communication, data management, legal involvement, and ensuring alignment across teams. The document provides an overview of the various online components of the Heroes at Home program and the sequence of events in planning and executing the initiative in 2010.
Cox Communications: Fueling a Smarter Operations CenterSoftware AG
Innovation World 2013 presentation.
It was just the first day of implementation, and the newly minted intelligent action platform had already detected a major threat in real-time. Terracotta enabled Cox Communication’s Real Time Operations Center to pinpoint onset time and origin of an equipment issue. Quickly identifying the problem and acting on it, saved a transactional impact to the field as well as the frustration of potentially thousands of customers. Cox has used these big data insights to develop more agile and lucrative systems. From tracking the daily health of product releases to solving outages more quickly, Terracotta has been valuable across business tiers.
Speaker:
Bruce Beeco
Chief Architect OSS, Cox Communications
Marketing Evolution | Cox Communications Case StudyMelissa Luongo
First Year Results From Marketing Evolution’s ROI Brain Solution.
Cox is a multi-billion dollar MSO, telephony and data provider and the third largest cable provider in the United States. Their current CMO, Mark Greatrex, is a firm believer in a strong analytical approach to marketing. Named the #1 CMO in America for a private company by ExecRank, Greatrex reached out to Marketing Evolution, having worked with them previously when he was the SVP of Global Still Beverages at Coca-Cola.
While in SCal I applied for a Sales Trainer position with Cox. I was assured I was the strongest external candidate but they choose someone internally. Subsequently they later came back and asked if I was still interested. I declined as I had already moved back to my home state.
In this webinar, Leslie Vickrey, CEO & Founder of ClearEdge Marketing, shares 3 marketing strategies for driving your growth. She focuses on website optimization, target account programs (sales campaigns) and social media marketing.
When developing a new website or evaluating an existing website you should at a minimum consider five key things – appearance, usability, functionality, content and search engine optimisation. This workshop explored the first three elements involved in creating a new website.
This session is part of the Capital Region Digital Enterprise program. For more information visit www.crde.com.au
This workshop was presented by Threesides Marketing www.threesides.com.au
Everything you need to know to build out a sophisticated, robust, and customer-centric digital marketing plan. This will be particularly effective for larger businesses with existing digital assets, but the lessons here can be applied broadly.
Enhanced Campaigns - A Post-Apocalyptic Survival Guidepointit
Enhanced campaigns are the biggest change to hit AdWords since its inception, but are you confident your switch will be a positive one? Don’t be burdened by a bevy of bid-multiplier options – join our session and you’ll learn how to not only survive, but thrive in the brave new world of enhanced campaigns.
Join Dustin Lewis and William Goldfarb as they reveal the most efficient, effective ways to convert your campaigns of any size from legacy to enhanced including:
• Best practices for moving/merging your existing legacy campaigns
• Using big data to optimize the new hour-of-day and location bid multipliers
• Utilize value parameters to segment out traffic by device
• How to leverage historical data to give your enhanced campaigns a boost
• Combining intent (keyword) + context (time/location) to deliver the best experience to your user-base
You can view the video recording of the webinar here: http://www.youtube.com/watch?v=UJC_iyZLPDo
Cox Communications: Fueling a Smarter Operations CenterSoftware AG
Innovation World 2013 presentation.
It was just the first day of implementation, and the newly minted intelligent action platform had already detected a major threat in real-time. Terracotta enabled Cox Communication’s Real Time Operations Center to pinpoint onset time and origin of an equipment issue. Quickly identifying the problem and acting on it, saved a transactional impact to the field as well as the frustration of potentially thousands of customers. Cox has used these big data insights to develop more agile and lucrative systems. From tracking the daily health of product releases to solving outages more quickly, Terracotta has been valuable across business tiers.
Speaker:
Bruce Beeco
Chief Architect OSS, Cox Communications
Marketing Evolution | Cox Communications Case StudyMelissa Luongo
First Year Results From Marketing Evolution’s ROI Brain Solution.
Cox is a multi-billion dollar MSO, telephony and data provider and the third largest cable provider in the United States. Their current CMO, Mark Greatrex, is a firm believer in a strong analytical approach to marketing. Named the #1 CMO in America for a private company by ExecRank, Greatrex reached out to Marketing Evolution, having worked with them previously when he was the SVP of Global Still Beverages at Coca-Cola.
While in SCal I applied for a Sales Trainer position with Cox. I was assured I was the strongest external candidate but they choose someone internally. Subsequently they later came back and asked if I was still interested. I declined as I had already moved back to my home state.
In this webinar, Leslie Vickrey, CEO & Founder of ClearEdge Marketing, shares 3 marketing strategies for driving your growth. She focuses on website optimization, target account programs (sales campaigns) and social media marketing.
When developing a new website or evaluating an existing website you should at a minimum consider five key things – appearance, usability, functionality, content and search engine optimisation. This workshop explored the first three elements involved in creating a new website.
This session is part of the Capital Region Digital Enterprise program. For more information visit www.crde.com.au
This workshop was presented by Threesides Marketing www.threesides.com.au
Everything you need to know to build out a sophisticated, robust, and customer-centric digital marketing plan. This will be particularly effective for larger businesses with existing digital assets, but the lessons here can be applied broadly.
Enhanced Campaigns - A Post-Apocalyptic Survival Guidepointit
Enhanced campaigns are the biggest change to hit AdWords since its inception, but are you confident your switch will be a positive one? Don’t be burdened by a bevy of bid-multiplier options – join our session and you’ll learn how to not only survive, but thrive in the brave new world of enhanced campaigns.
Join Dustin Lewis and William Goldfarb as they reveal the most efficient, effective ways to convert your campaigns of any size from legacy to enhanced including:
• Best practices for moving/merging your existing legacy campaigns
• Using big data to optimize the new hour-of-day and location bid multipliers
• Utilize value parameters to segment out traffic by device
• How to leverage historical data to give your enhanced campaigns a boost
• Combining intent (keyword) + context (time/location) to deliver the best experience to your user-base
You can view the video recording of the webinar here: http://www.youtube.com/watch?v=UJC_iyZLPDo
A live update on where we are at and where we are heading with Monefly as well as some handy tips and tricks for personal users
Discover the online personal finance platform that allows you to monitor, manage and continuously improve your financial position. With Monefly you can track your money, property, assets & more. Go to: www.monefly.com to sign up free today.
I have a passion for designing detailed, creative and modern websites & graphics, I'm always keeping an eye on the latest trends over typography, shapes, colours, etc.
I have been working as web / graphic designer (freelance ) for over 8 years, and have done lots of work over that time. My skills cover many aspects of graphic design, web design, illustration and technical knowledge.
How To Save Money on Carrier Management Services Across Your EnterprisePostal Advocate Inc.
Postal Advocate manages the carrier management spends with organizations that could have hundreds to thousands of locations that need to be managed to control their carrier cost. Most of the spend never touches a shipping center, is not a core shipping function (including documents, samples, computers, labs, etc.), and will be processed by end users with little experience. This creates unique challenges and opportunities for savings that often get missed.
At a corporate level, many organizations will use a third-party company to audit their carrier bills, looking for late shipments or items that do not adhere to their contract. Some entities may also use a service to help negotiate their rates. Where we see the biggest gap is the way the spend is managed inside the organization that can have the largest impact on costs. This webinar focused on the top things you can do to create better controls and optimize the spend.
Items We Covered:
1.) Administrative Challenges
2.) Account Management
3.) User Management
4.) Rights Management
5.) Local Questions/Issues Resolution
6.) Reporting
7.) Technology Options
8.) Best Practices and Tips
The purpose of this webinar is to highlight some of the awesome features available within the Salesforce that help companies adopt and manage social as part of their Marketing, Sales and Service DNA, rather than just something the marketing team takes care of.
These tips go beyond the 101 and 102 training and are hyper focused on hacks and focused tips that will add practical value to your social media workflow.
It doesn't matter whether you are currently a Salesforce customer, or are assessing Salesforce as a strategic technology platform - this training will highlight the cooler features that not everybody knows about.
This webinar will cover the following Salesforce 17 #ProTips created by seasoned Salesforce Social vet Robin Leonard:
1. Workspaces
2. Content Library
3. Publish Workflow
4. Content Reporting
5. Engage Workflow and Reporting
6. Enabling Social Cases, Social Leads and Social Journeys
7. Creating Dashboards
8. Using Workbenches for Reporting
9. Integrate Social with your BI Platform
10. Intelligent Tagging
11. Intelligent Crisis Notifications
12. Salesforce Live Message + Social Hub
13. Lightning Service Console
14. Social Sidebar
15. Using Milestones to track KPIs
16. Command Center
17. CRM targeted Social Advertising
18. Social Advertising Look-a-like Lead Gen Loop
Marketing for Where You WANT TO BE: 3 Proven Ways to Get Leads & GrowClearEdge Marketing
Presented by ClearEdge Marketing CEO & Founder, Leslie Vickrey, at the New York Staffing Association (NYSA) Webinar on September 22, 2014.
Topics covered:
- Connecting with new buyers with a target account program
- Ensuring your website is effective, regardless of the device
- Launching referral campaigns that drive connections
You’ve seen how Uber, AirBNB and other on-demand apps have transformed not only their industries – but also the way we now expect to be able to work or make transactons. Anything from physical goods (cars, bikes and tools) to services (dogsitting, small household tasks) to other resources (knowledge, spaces) has been re-envisioned with a new business model for today’s sharing economy.
This 2017 workshop was for those looking to build their own on-demand start-up or app. Customers are ready for on-demand services – but what’s the best way to meet their needs for your industry? This workshop covered some of the key considerations and actionable to-do’s to help participants start on the right foot.
Topics included:
-Some background in growth of the sharing economy: why do some concepts take off and others go bust? What approaches have proven successful or not?
-Building the business: market validation, finding your niche and key partners
-Building the platform: should you start with web or mobile? iOS, Android or both? What’s the process and costs of building an on-demand mobile or web app?
-Prioritizing features, functionality and markets
-Monetization and growth strategies
-Tools and resources to help you succeed
-It’s not all about the technology: building the right team and offline experience
-Staying ahead: mobile trends and technologies to watch in 2017 and beyond
Yass Valley and Canberra and the Capital Region has been growing its online tourism profile and attracting more visitors than ever before. Is your business leading the pack or lagging behind? In this four hour session originally presented at Tallagandra Hill Winery in Gundaroo participants learnt about what they should be spending their time and money on to stay competitive in the local and interstate online marketplace.
They explored their digital business road map, learnt the latest trends and information about digital marketing and picked up tips on how to evaluate to ensure you are getting the best return on investment.
Topics included social media, mobile websites, making the most out of email, online advertising, trip advisor, google analytics and online booking systems and using technology in your business.
This session is part of the Capital Region Digital Enterprise program. For more information visit www.crde.com.au
This workshop was presented by Threesides Marketing www.threesides.com.au
Marketo’s Secrets to Building a World-Class Sales Development OrgMarketo
Want the skinny on building out a leading SDR/BDR team at your organization? Join Ernesto Castillo, Director of Enterprise Sales Development at Marketo, to learn how he created the processes, team structure and methodology for building out and leading Marketo’s Enterprise Sales Development team.
Join for best practices on:
- Leveraging the right mix of prospecting tools
- Creating alignment between Marketing & Sales
- Motivating your team to drive 3x or more sales pipeline
Mobile has become one of the most prominent platforms that every business should consider having a mobile strategy to best reach or engage their audience.
A live update on where we are at and where we are heading with Monefly as well as some handy tips and tricks for personal users
Discover the online personal finance platform that allows you to monitor, manage and continuously improve your financial position. With Monefly you can track your money, property, assets & more. Go to: www.monefly.com to sign up free today.
I have a passion for designing detailed, creative and modern websites & graphics, I'm always keeping an eye on the latest trends over typography, shapes, colours, etc.
I have been working as web / graphic designer (freelance ) for over 8 years, and have done lots of work over that time. My skills cover many aspects of graphic design, web design, illustration and technical knowledge.
How To Save Money on Carrier Management Services Across Your EnterprisePostal Advocate Inc.
Postal Advocate manages the carrier management spends with organizations that could have hundreds to thousands of locations that need to be managed to control their carrier cost. Most of the spend never touches a shipping center, is not a core shipping function (including documents, samples, computers, labs, etc.), and will be processed by end users with little experience. This creates unique challenges and opportunities for savings that often get missed.
At a corporate level, many organizations will use a third-party company to audit their carrier bills, looking for late shipments or items that do not adhere to their contract. Some entities may also use a service to help negotiate their rates. Where we see the biggest gap is the way the spend is managed inside the organization that can have the largest impact on costs. This webinar focused on the top things you can do to create better controls and optimize the spend.
Items We Covered:
1.) Administrative Challenges
2.) Account Management
3.) User Management
4.) Rights Management
5.) Local Questions/Issues Resolution
6.) Reporting
7.) Technology Options
8.) Best Practices and Tips
The purpose of this webinar is to highlight some of the awesome features available within the Salesforce that help companies adopt and manage social as part of their Marketing, Sales and Service DNA, rather than just something the marketing team takes care of.
These tips go beyond the 101 and 102 training and are hyper focused on hacks and focused tips that will add practical value to your social media workflow.
It doesn't matter whether you are currently a Salesforce customer, or are assessing Salesforce as a strategic technology platform - this training will highlight the cooler features that not everybody knows about.
This webinar will cover the following Salesforce 17 #ProTips created by seasoned Salesforce Social vet Robin Leonard:
1. Workspaces
2. Content Library
3. Publish Workflow
4. Content Reporting
5. Engage Workflow and Reporting
6. Enabling Social Cases, Social Leads and Social Journeys
7. Creating Dashboards
8. Using Workbenches for Reporting
9. Integrate Social with your BI Platform
10. Intelligent Tagging
11. Intelligent Crisis Notifications
12. Salesforce Live Message + Social Hub
13. Lightning Service Console
14. Social Sidebar
15. Using Milestones to track KPIs
16. Command Center
17. CRM targeted Social Advertising
18. Social Advertising Look-a-like Lead Gen Loop
Marketing for Where You WANT TO BE: 3 Proven Ways to Get Leads & GrowClearEdge Marketing
Presented by ClearEdge Marketing CEO & Founder, Leslie Vickrey, at the New York Staffing Association (NYSA) Webinar on September 22, 2014.
Topics covered:
- Connecting with new buyers with a target account program
- Ensuring your website is effective, regardless of the device
- Launching referral campaigns that drive connections
You’ve seen how Uber, AirBNB and other on-demand apps have transformed not only their industries – but also the way we now expect to be able to work or make transactons. Anything from physical goods (cars, bikes and tools) to services (dogsitting, small household tasks) to other resources (knowledge, spaces) has been re-envisioned with a new business model for today’s sharing economy.
This 2017 workshop was for those looking to build their own on-demand start-up or app. Customers are ready for on-demand services – but what’s the best way to meet their needs for your industry? This workshop covered some of the key considerations and actionable to-do’s to help participants start on the right foot.
Topics included:
-Some background in growth of the sharing economy: why do some concepts take off and others go bust? What approaches have proven successful or not?
-Building the business: market validation, finding your niche and key partners
-Building the platform: should you start with web or mobile? iOS, Android or both? What’s the process and costs of building an on-demand mobile or web app?
-Prioritizing features, functionality and markets
-Monetization and growth strategies
-Tools and resources to help you succeed
-It’s not all about the technology: building the right team and offline experience
-Staying ahead: mobile trends and technologies to watch in 2017 and beyond
Yass Valley and Canberra and the Capital Region has been growing its online tourism profile and attracting more visitors than ever before. Is your business leading the pack or lagging behind? In this four hour session originally presented at Tallagandra Hill Winery in Gundaroo participants learnt about what they should be spending their time and money on to stay competitive in the local and interstate online marketplace.
They explored their digital business road map, learnt the latest trends and information about digital marketing and picked up tips on how to evaluate to ensure you are getting the best return on investment.
Topics included social media, mobile websites, making the most out of email, online advertising, trip advisor, google analytics and online booking systems and using technology in your business.
This session is part of the Capital Region Digital Enterprise program. For more information visit www.crde.com.au
This workshop was presented by Threesides Marketing www.threesides.com.au
Marketo’s Secrets to Building a World-Class Sales Development OrgMarketo
Want the skinny on building out a leading SDR/BDR team at your organization? Join Ernesto Castillo, Director of Enterprise Sales Development at Marketo, to learn how he created the processes, team structure and methodology for building out and leading Marketo’s Enterprise Sales Development team.
Join for best practices on:
- Leveraging the right mix of prospecting tools
- Creating alignment between Marketing & Sales
- Motivating your team to drive 3x or more sales pipeline
Mobile has become one of the most prominent platforms that every business should consider having a mobile strategy to best reach or engage their audience.
2. 2Jan. 16, 2009
Org Chart- Your HaH Cross Functional Team In Action
AGENCY –CENTRA Rules, Regs, Creative
PR /MARKETING
Gift Card
Team
OBU PLANNER
Marketing
Promotions&
Planning
Product
Manager
CDW SERVER
PERSONEL
Social
Media
Store Ops Email Team
+
Responsys
Legal + IT Security
Accounting
Team
Call Center
Team
Cart &
Content
3. 3Jan. 16, 2009
Dept’s Roster
Name -SEARS
Name/Title Email DESK MOBILE
Jen Del Mar/Email Jennifer.delmar@searshc.com 847-286-7378
Beth Schmidt/Responsys bschmidt@responsys.com 312-930-4286
Mark Hilliard Email mhill2@searshc.com +1 847 286 1737
Robert Kennedy -Chief rkenn16@searshc.com 847-286-1438
Cindy Larson clars10@searshc.com 847-286-5825 847-404-5105
Product Management
Jay Wilder/Product Manager Jay.wilder@searshc.com 847- 286- 8261
John Harris -API Director jharr67@searshc.com 847-286-1991
Jennifer Giese-Cart jennifer.giese@searshc.com 847-286-4464 224.723.4952
Uma Ramen -API Engineer urmani@searshc.com NA
Bhavik Shah =API Engineer bshah2@searshc.com 847 286 5942
Legal Team
Eric Anderson eric.anderson@searshc.com 847 286 1223
Jane Jeannaro jjeanne@searshc.com 847 286 8587
Mike Deer mdeer1@searshc.com 847 286 9245
In Store Operations
Marguerite Bruski mbruski@searshc.com 847 286 7254
Jamie Treewartha jtrewar@searshc.com 847 286 1290
Gift Card Team
May Rodrigo mrodrigo@searshc.com 847-286-6026
Sveta Edel sedel@searshc.com 847.286.1307 224.645.2488
IT Security
Demetrios Lazarikso-Dir. Of Security dlazarikso@searshc.com 1 312 357 7892
Brad Lindow blindow@searshc.com NA
Call Centers
Janet Allen
Patty Rankin
Christy Steffen
Brenda Tinkle
Procurement
Janet Grogan janet.grogan@searshc.com 1 847 286 7257
Tina Roesselin
Diane Fennel
CENTRA 1400 OLD COUNTRY ROAD SUITE 420 WESTBURY, NY 11590
Randi Berger SVP rberger@centramarketing.com (516) 997 3147, ext. 14 (917) 744-0289
(516) 997-3147, ext. 23 (201) 424-1050
Dori Seaman, Account Executive dseaman@centramarketing.com (516) 997-3147, ext. 18 na
Al Holmes, Senior Vice President, Technology aholmes@centramarketing.com
4. 4Jan. 16, 2009
Dept Name – Email Marketing
Name/Title Email Phone
Jen Del Mar Jennifer.delmar@searshc.
com
847-286-7378
Beth Schmidt bschmidt@responsys.com 312-930-4286
Mark Hilliard
5. 5Jan. 16, 2009
Main Function-Responsibilities
Roles- Email Deployment to support program
Objectives- Timely Email with program applicants
6. 6Jan. 16, 2009
Sequence of Events
• When was your dept engaged? October
• Was the timing sufficient? Yes
• Was the field advised and ready? N/A
• Had all key stakeholders been in alignment? Yes
• Did you have the information needed to do your work? Yes
7. 7Jan. 16, 2009
Dept. Milestones -Phase 1 Wish Registry
Task Timing Owner
Deployment 10/18 Accept and Need More Responsys +Centra
10/22 Accept and Need More Responsys +Centra
10/25 Accept and Need More Responsys +Centra
10/28 Final –Accepts and Rejects Responsys +Centra
10. 10Jan. 16, 2009
Issues
Issue 1 – Communication with call center and vendors.
• Key Learning- Full cc’s to allow Sears from Responsys email the loop 24/7
Issue 2 – Some issues with call center accepting people late into program
• Key Learning: Shut the Look Up DOD Tool down the minute the program window closes.
Also add time stamp for acceptance rejection.
Issue 3 : Multiple emails same HH address.
• Fraud Key Learning: Reject all fraudulent email addresses (multiple emails at 1 HH
address)
Additional Improvements
• Key Learning: Deploy the emails in waves (central times) -East Coast first at 8A, Midwest
12N , Southwest 1P, West Coast 5P to allow call centers to field calls in a more orderly
fashion.
• Key Learning: 7.1 % of the emails bounced back and had to be cleaned up by the call
centers (186 on Round 1 and 119 on Round 2). Can we fix this for next year? Can Call
Centers verify the emails better?
• Please make sure all (ALL) bounce back email addresses are sent to Randi + Call
Centers within 2 business days of each of the deployment waves. CCN and Centra must
know all "bad email addresses” within 2 business days so our Call Centers and Centra can
remediate.
11. 11Jan. 16, 2009
Best Practices/Key Learning’s
• What worked well and why? Utilizing the Http post for resends
specifically the Auto Trigger a resend of the exact same Gift Card
Number –this prevents fraud since you can not reuse the same CARD
Number if you already used it.
• And you must be on the original acceptance lists at Responsys. Do this
again next year
• 186 Claimed no cards: 99 Were Fraud/Duplicates, 87 should have been
accepted and were.
• What can we do to improve next year?
• Streamlined communication – direction from 1 person. Should all go
through email team.
15. 15Jan. 16, 2009
Main Function-Responsibilities
Roles –Planner OBU
• Provide SME guidance for the digital space to Media Teams and Social Media
groups from the Full Line Store side of Sears.
• Act as single point of contact for the Integrated Marketing Team
• Assign work flow to the OBU Planning Team, DAC Team and UX Team and
outside Agency partners.
• Build Emails
• Coordinate Product Management Resources
• Follow up reporting and analysis.
• Daily donations reporting
Objectives
• Deliver a turnkey Heroes At Home for 23,000 Families
• Gain $7MM in Donations
16. 16Jan. 16, 2009
Overview
• The Heroes At Home (HAH) promotion (now in its 3rd year) consists of
several, coordinated online and offline components. It is funded by the
Public Relations Department of Sears, which is not in the Online
Business Unit (OBU).
• It has several features, but for purposes of this document, it is only
necessary to mention the following online features:
• Military members sign up to benefit from the program via the Dept. of
Defense (DOD) website. This was implemented on 10/1.
• Consumers can make a donation while in the store. Or, they can donate
online. An online donation appears as an item in their shopping cart
(similar to a gift card). This was implemented on 11/11.
17. 17Jan. 16, 2009
Sequence of Events
• When was your dept engaged? OBU Planning was notified in July 2010
• Was the timing sufficient-Would have been if the Project had been
duplicated exactly as is -with same Agency, Same Product Manager
engagement
• Was the field advised and ready? Yes
• Had all key stakeholders been in alignment? No. Product Management
had decided to bring the program in house and act as the major owners
for development – and on August 28 decided not to bring it in house and
then stopped attending any meetings or provide any further assistance.
So we had to launch in 4 weeks from scratch operationally, but we at
least had creative development underway.
• Did you have the information needed to do your work? No. Records
were all over the place. Most of the key players from 2009 had left Sears
or were no longer on the program.
18. 18Jan. 16, 2009
Dept. Milestones -Phase 1 Wish Registry
Task Timing Owner
Technical Discovery and Assessment September 1 – September 27,
2010
Centra Marketing & CDW
Phase 1 Wish Registry Application Pages
Creative
September 13-September 27,
2010
Centra Marketing
Database Build, Application Platform and
Functionality/system interface Build
September 7 – September 27,
2010
Centra Marketing
Call Center Research Tool Build September 20 – September 27,
2010
Centra Marketing
Acceptance, Need More Info and Reject email
deployment creative and HTML
September 20 – September 27,
2010
Centra Marketing
Original launch Date of Wish Registry
Application
September 28, 2010 Delayed
Modify Wish Registry Application, Meet Security
Requirements and PenTesting
October 7 – October 12, 2010 Security
Launch of the Wish Registry Application October 13, 2010 Centra Marketing
Acceptance, Need More Info Emails Deployed October 18, 22, and 25, 2010 Centra/Responsys
Final Acceptance and Reject Emails Deployed October 28, 2010 Centra/Responsys
19. 19Jan. 16, 2009
Dept. Milestones – 2 Donations
Task Timing Owner
API build and interface with Cart check out October 15 – November 1,
2010
Centra and multiple
Sears Internal Teams
Creative Direction for Landing Page and
Pop Up pages
October 15 – November 1,
2010
Centra
Landing Page and Donation Page Launch November 1, 2010 Delayed due to
API/Cart Issues
Checkout Team/Donation page Integration
and Pen testing
November 1 – 11, 2010 Centra/ multiple Sears
Internal Teams
Launch of the Heroes at Home Destination
Page and Donation Page
November 11, 2010 Centra/multiple Sears
Internal Team
Creative Direction and HTML for November
23 eGift Deployment and Acceptance List
November 19, 2010 Centra/Responsys
20. 20Jan. 16, 2009
Dept. Milestones -Phase 3 Deploy Gift Cards
Task Timing Owner
First eGift Card ($50) deployed November 23, 2010 Sears/Centra
Responsys
Second eGift Card (amount TBD) deployed December 21, 201 Sears/Centra
Responsys
Third and Final eGift Card (amount TBD)
deployed
January 7, 2011 Sears/Centra
Responsys
Note that Massachusetts needs HARD
CARDS (59)
All 3 Dates Above Sears/Centra
Responsys
22. 22Jan. 16, 2009
PR Insights
• Communication was good, Marketing Planning was always helpful.
• Please boost the creative for 2011. Would prefer that the site be more engaging
and interactive
• Ideas for driving donations? Refresh the pages? Upfront marketing?
• 45 Second Film running on Social Media – can we use for 2011?
• Can we do emails ahead?
• Can we re-run for social media 2011?
• HaH needs to be on sears.com
• Add the Donation Widget (like PetSmart)
• Engage Children
• Pen Pals – Kids area. COPPA Etch A Sketch type tool.
• Children’s Ecard or Photo Ornament-bounce back.
Ask Mark Hilliard to dedupe to see if we have any opt ins for Natalie.
23. 23Jan. 16, 2009
Issue 1
• From 7/1 to 8/28, the project operated under the auspices of Product
Management but the decision and conclusion that all creative and all
hosting would be done in-house (vs. using an agency in previous
years).
• However, on 8/28, the decision was entirely reversed and an agency
(Centra) needed to be hired.
• Key Learning: - Don’t switch out all responsibilities 4 weeks before the
program is supposed to start. Decide NOW which dept. is the running
HaH for 2011: Product Management or Marketing?
24. 24Jan. 16, 2009
Issue 2 Data Base Admin Insights
• When the military registered through the sears.com/heroesathome Wish
Registry info went to > CDW Server to > DOD website, the result was 1 of the
following scenarios:
• Registration confirmed
• There is a problem with your registration, call us so that we can manually register you.
• You are not eligible to register. Call us if you think that there is a mistake in our
records.
• The Call Center was trained to receive calls and use a look up tool. Calls were
initially taking 13 minutes to resolve due to slowness with the lookup tool.
Barbara Armour engaged DBA (Kevin Benton) to speed up the tool.
• Key Learning: Involve DBAs Team- Kevin Benton/Sears –at the very beginning
to review and approve lookup tool implementation and test response time. CDW
Tech Operations –Heath Corrigan must be engaged. Allow look up time of 30
seconds or less-CDW responsibility.
• Perhaps bring in hosting to Sears with SAVIS. Monitor what is spent on
database activity versus call center activity.
25. 25Jan. 16, 2009
DBA Insights - Continued
• Performance testing –holiday level loads in the environment. Begin testing in
May, June, July, August. Simulate the maximum traffic.
• Notify and engage DBA in May 2011
• Test driven development – write the requirements, write the code, test and keep
testing until the system performs as required.
• Define Requirements:” As a ( role ) I need ( explain feature ) so that ( why
feature is needed).” Refer to the hyper link below for best practices- the site is
updated monthly….
http://wiki.intra.sears.com/confluence/display/ECOMMIT/ECMySQLBestPract
• Consider normalizing the data and creating a data warehouse.
• Consider back up Master-Master replication.
• Selenium Tool may be useful for automated simulated users.
• Engage a third party to audit the code-Laz can recommend a Sears person to
audit the code by July 15, 2011.
• MemcacheD Tool: Allows you to have applications ask what the results of a
recent query was and give you the answer immediately.
• When in doubt, if nothing else, ask an experienced MySQL DBA to review
database design and SQL before it goes into production. J
26. 26Jan. 16, 2009
Issue 3
• Legal made constant changes throughout the project. Legal must
review every single letter, web page creative, T&C, look up tool, CC
Script and make their change in a more scheduled fashion.
• Key Learning: Bring in legal at the outset. Review 2010 creative and
ask Legal to advise us of required changes of the 2010 art that can be
applied to 2011.
• Send Legal 2010 Call Center Scripts for suggested changes to 2011.
• Engage legal in Rounds 1, 2 3 of Creative.
27. 27Jan. 16, 2009
Issue 4
• Project went through all needed administrative steps. It was listed as
required project for q3 and q4. There was a Daptiv project number
assigned, a PRD document was created and shared with Product
Management (Chris Dargis).
• However, Lori Crozier was not kept aware of the project
• IT (and others) confused this project with another (ceased) project and
claimed that no further work would be done on the project.
• Key learning: Product Management needs to coordinate their resources-
Ensure full communication and clarity regarding the project. Set PM
Milestones and responsibilities in May and begin communicating at the
bi-weekly meetings which will be starting June 15, 2011
28. 28Jan. 16, 2009
Issue 5
• Online donation functionality was not working until the last moment due
to a Product ID (PID) being deleted from the catalog. This was rebuilt by
Sveta Edel, Michelle Horan and ARS.
• Key learning: Gift Card Team: Ensure item set up (PID) from previous
year is still intact early in the project. OBU Planner and Centra is
responsible for this.
• Verify PID continues to work in May, June, July, August- double verify
with Michelle Horan and Sveta Edel.
• Sveta should deactivate the PID on Jan. 1, 2011. Convert to SPIN
(Rodney Cates Carter ).
29. 29Jan. 16, 2009
Issue 6
• Once built, the PID is fed through an API so that it can be put into the
cart as a product. That was not functional and through a
miscommunication from PM, confusing this project with another project)
that the project would not be supported. Therefore, 1 week of time was
spent telling people we are still doing HAH.
• Key learning: Better communication of project? PM and API and Check
Out/Cart s need to attend, respond and ensure API, IT Engineering is
engaged on HaH.
30. 30Jan. 16, 2009
Issue 7
• Redesign of checkout created a challenge.
• Key learning/recommendation: Make donation process similar to
existing donation projects, such as PetSmart that encourages a $1
donation at checkout.
• Natalie, Babs and Robert Kennedy to get Daptiv # assigned and
milestones from Chris Dargis by March 1.
• If possible, remove the Reloadable gift card entirely.
31. 31Jan. 16, 2009
Issue 8
• FLS Program Development Manager assigned was brand new to Sears.
So the FLS Partner was meeting a lot of challenges,
• Key learning/recommendation: FLS Program Manager should be
seasoned Sears employee who can help with Call Center,
Accounting/Finance, In Store Operations.
32. 32Jan. 16, 2009
Issue 9
• No Central Sears Library/Repository for HaH Information
• So Marketing Planning had to look up, track down or fill in every single
aspect of this program.
• Key learning/recommendation: Create rosters of contacts plus a DEPT
BY DEPT recap of steps, milestones, key leanings and pitfalls to avoid
plus best practices by DEPT for 2011. Babs has a meeting scheduled n
Dec 17 with all the personnel to capture, and has created this HaH
Library.
33. 33Jan. 16, 2009
Issue 10
• No Product Manager was re-assigned until last week of October when
Online donations were to begin Nov 1. Jay and Paul really pitched in
and that was awesome.
• The Product Manager group was copied on all aspects of the project,
including the notes from the 2 meetings/week.
• Project Managers kept coming in and put sporadically, which made them
ineffective.
• Key Learning- Biweekly meetings are mandatory for all.
• Project Manager must set up the meeting, monitor attendance and
review milestones.
34. 34Jan. 16, 2009
Product Management
Name/Title Email Phone
Jay Wilder/Product Manager Jay.wilder@searshc.com 847- 286- 8261
John Harris
Jennifer Giese jennifer.giese@searshc.com office: 847-286-4464
mobile: 224.723.4952
Uma Ramen
35. 35Jan. 16, 2009
Main Function-Responsibilities
Roles
- Evaluate in-house vs. external hosting.
- Identify any needs for IT.
- Test donation flow and work with IT to resolve any issues.
36. 36Jan. 16, 2009
Work Around for 2010
Here was our workaround because we didn’t have an API.
We used a direct function call to DonationOrderItemAdd instead, and
passed in some parameters:
form class="donateForm" onsubmit="return checkvalue(this);return false;"
action="<http://www.sears.com/shc/s/DonationOrderItemAdd?
storeId=10153&catalogId=12605&langId=-1&donation_1=0||40||
http://s7.sears.com/is/image/Sears/07976029000||Heroes at Home
Donation||123||||http://www.sears.com||2344>" method="GET"
target="_blank"
Key Learning:
This is not ideal from a security perspective; that’s why one of my
suggestions for 2011 is to create an API version of this function.
37. 37Jan. 16, 2009
Best Practices/Key Learning’s
• What can we do to improve next year?
• Make an API solution for adding donation to cart and bringing user to cart -
possibly an API version of DonationOrderItemAdd. Takes minimum 4 weeks.
• How can we remove RSA (identity-verification) questions from the donation
process? Currently, they show up because the card that they're "buying" is a
reloadable gift card.
• Investigate whether we should make it so that the gift card does not load -
donations flow directly to PS account number, which is easier for back-end
processing.
• What other donation programs do we have? Can we use a common flow for
in-site donations as well as offsite donations?
• We had more hardware than needed – we only needed 1 web/app and 1 DB
server. We had an extra web/app server and load balancer.
• Document the flow of product/account numbers (PID connected to Gift Card
Account #, PID connected to PeopleSoft account number, POS account
076029, GL account 24300.
38. 38Jan. 16, 2009
Checkout
• Per Jennifer Giese : As I explained on the call, this year we were unable to
support many projects because we were undertaking checkout redesign which
had an $20MM revenue justification behind it. That project was in progress and
committed to launch right before the holiday. I had to turn away a lot of
requests for checkout this year as a result. Both Chris Westall and I
communicated this multiple times to multiple people.
• Product Management fully supports trying to improve the process on the site –
including making changes to checkout. However, in order to get this project
officially on the list for 2011 – we need a business case as well as funding
source for the project. Product management can work with whomever the
project stakeholders are to create a business case . Our internal template for
business cases is our BOP model (template attached). The intake form is also
attached and you’ll notice a spot for the funding chargeback for this.
• Jennifer Giese
• Senior Product Manager - eCommerce
• jennifer.giese@searshc.com
• office: 847-286-4464
• mobile: 224.723.4952
40. 40Jan. 16, 2009
Main Function-Responsibilities
Roles and Requirements:
• Technical discovery and Assessment (Evaluate the 2009 HAH Tech Environment)
• Wish Registry Enrollment Phase I – 9/28 - 10/8; launch delayed until 10/13 - 10/27 IT Penetration Testing
• Build Enrollment Site (Flash Crowd expected)
• Close Enrollment upon reaching 25,000 Registrants Allow for 1700 duplicates. How can we validate and dedupe
closer to real time?
• HAH Call Center Service Application Research Tool- New tool developed by Centra.
• Data Handling and Processing against Department of Defense, Uploading Acceptance, Need More Info and
Rejecting Files Integration with Responsys plus Creative Design and Layout for Registration Page, Thank You
Page, FAQ Page, Terms and Conditions Page, Come Back Soon Page and Registration Closed Page. See Susan
Murzyn for 2011 Style Guide
• Creative Design and HTML for Acceptance, Need More Info and Reject email deployments.
• Wish Registry Donation Page II – 11/1-12/31; launch date delayed until 11/11
• Work with the Sears teams to create the API and set up of he Donation Page/Sears Cart Integration
• Create and design Landing Page that serves as a destination for Sears community to Donate, see the TV
Commercial, and Read Military Stories, Letters from the Military, Holiday Posts to the Military
• Update the HAH Call Center Service Application Research Tool
• Handle Customer Inquiry Investigations
• Manage and maintain the Acceptance Database Integration with Responsys
• Creative Design and HTML for eGift deployments scheduled for 11/23, 12/21 and 1/7/10
41. 41Jan. 16, 2009
Main Function-Responsibilities
Objectives
• To build the “Engine” that allows U.S. Military Families to register for the Wish
Registry in a user friendly environment
• To serve as Program Database Manager and provide Sears and Responsys with member
information accurately and in a timely fashion
• To create and design a valuable and educational “Destination” for the Sears Community to
learn about the program and encourage donations to the Wish Registry.
42. 42Jan. 16, 2009
Sequence of Events
• When was your dept engaged – September 1, 2010
• Was the timing sufficient – Timing to develop and finalize creative was sufficient. Timing
was not sufficient to discover and assess the existing technical environment, database build and
functionality, QA staging and testing. Changing/Fluid requirements throughout the project created
insufficient time to implement solutions appropriately.
• Was the field advised and ready? Teams from the 2009 Heroes at Home Program who
were available for this year’s program provided valuable insight as a “starting point”. Many players from
last year were not available for this year’s program and a lot time and effort was put forth to determine
the right internal resources, their responsibilities and next steps in order to complete the process.
• Had all key stakeholders been in alignment? It took a considerable amount of time
to determine the stakeholders, however once all of the stakeholders had been found and requirements
were provided and responsibilities assigned, the stakeholders worked very well together, and in many
cases, in an expedited fashion.
• Did you have the information needed to do your work? From a technology
standpoint, we had limited or in-valid documentation, unknown processes and personnel contact
information. From a creative perspective, limited creative was provided and deadlines for approval were
not met as required. Get legal to commit to ONE legal advisor through out and pad the milestones
43. 43Jan. 16, 2009
Dept. Milestones -Phase 1 Wish Registry
Task Timing Owner
Technical Discovery and Assessment September 1 – September 27, 2010 Centra Marketing & CDW
Phase 1 Wish Registry Application Pages Creative September 13-September 27, 2010 Centra Marketing
Database Build, Application Platform and Functionality/system
interface Build
September 7 – September 27, 2010 Centra Marketing
Call Center Research Tool Build September 20 – September 27, 2010 Centra Marketing
Acceptance, Need More Info and Reject email deployment
creative and HTML
September 20 – September 27, 2010 Centra Marketing
Original launch Date of Wish Registry Application September 28, 2010 Delayed
Modify Wish Registry Application, Meet Security Requirements
and PenTesting
October 7 – October 12, 2010 Security
Launch of the Wish Registry Application October 13, 2010 Centra Marketing
Acceptance, Need More Info Emails Deployed October 18, 22, and 25, 2010 Centra/Responsys
Final Acceptance and Reject Emails Deployed October 28, 2010 Centra/Responsys
44. 44Jan. 16, 2009
Donations Phase 2
Task Timing Owner
API build and interface with Cart check out October 15 – November 1, 2010 Centra and multiple Sears
Internal Teams
Creative Direction for Landing Page and Pop Up pages October 15 – November 1, 2010 Centra
Landing Page and Donation Page Launch November 1, 2010 Delayed
Checkout Team/Donation page Integration and Pen testing November 1 – 11, 2010 Centra/ multiple Sears Internal
Teams
Launch of the Heroes at Home Destination Page and Donation
Page
November 11, 2010 Centra/multiple Sears Internal
Team
Creative Direction and HTML for November 23 eGift
Deployment and Acceptance List
November 19, 2010 Centra/Responsys
45. 45Jan. 16, 2009
Dept. Milestones - 3 Deploy Gift Cards
Task Timing Owner
First eGift Card ($50) deployed November 23, 2010 Centra/Responsys
Second eGift Card (amount TBD) deployed December 21, 201 Centra/Responsys
Third and Final eGift Card (amount TBD) deployed January 7, 2011 Centra/Responsys
46. 46Jan. 16, 2009
Issues
Main concerns
Existing Technical Environment
• Limited or in-valid Documentation
• Load Balancing and additional services not in place (impacted performance during enrollment) and call center tool functionality
• Application Platform was Java not PHP which is preferred in this type of program
• DOD verification process missing or non-functional
• MySql DB out of date
No Testing/Staging Environment
Security requirements introduced days before Phase I launch date
Sears.com integration (identifying the right internal resources)
Changing/Fluid requirements through the project
Very tight timing to investigate and not enough time to develop effective solutions
Applicants registered with multiple email address which accounted for possible fraudulent applications.
Approximately 1700+ applicants were duplicates
Small bumps that could have been avoided… if
• Early engagement of Sears Security Team
• Early engagement of the complete line of Sears internal resources
• Allow enough time for the creative and development process
• Meeting Creative Deadline review and approvals
• Maintain proper documentation, processes and personnel contact information
• Engage Sears.com checkout team earlier in the program to ensure proper donation phase integration
47. 47Jan. 16, 2009
Best Practices/Key Learning’s
What worked well and why?
• DOD Verification APP. Plan for delayed processing by DOD site. Contact DOD
administrator to see if enhanced integration was available.
• Once the internal teams were defined and the responsibilities were assigned, we worked
very well together in an expedited manner.
What can we do to improve next year?
• Start planning as early as May 1, 2011
• Define internal Sears teams and roles and responsibilities early into the program
• Adhere to creative, technical and testing deadlines
• Allow for more time to test and QA and troubleshoot
48. 48Jan. 16, 2009
Phase 1 Creative
FAQ PageEntry Page Thank You Page
Acceptance Letter Rejection LetterPending Letter
49. 49Jan. 16, 2009
Phase 2 Creative
View MessagesLanding Page Read the LettersPost A MessageFrantz D’s Story
52. 52Jan. 16, 2009
Phase 2 Omniture Reports (cont’d)
Click-through Report, from Landing Page
FAQ 7,871
Commercial plays 3,427
Donate 2,190
ViewMessage 1,964
military discount 1,822
ReadLetters 1,752
Form Analysis 1,703
Enter for a chance to win 1,275
FranzD Story 728
PaulD Story 726
DinaR Story 693
Print 586
Terms Condition 508
PostMessage 435
We Hire Heroes 388
Donation continue 170
Post message submit 133
Post message submit success 120
Rebuilding Together 100
Donation continue success 87
26,681
53. 53Jan. 16, 2009
Phase 2 Omniture Reports (cont’d)
Total Visits: 39,361
Total Unique Visitors for Phase 2 - 31,566
Time Spent Per Visit