This document discusses how to leverage existing ERP (enterprise resource planning) data to gain new business insights from email marketing campaigns. It outlines rich transactional data available in most ERP systems, including dates, products, customers, and discounts. Integrating this data enables tracking key performance indicators like profitability, volume, and ROI by campaign, region, product, and sales representative. Advanced analytics can profile best/worst performing customers, products, and campaigns. Setting up an integration between the email system and ERP requires adding campaign fields and hiring consultants. Initial projects to enable these capabilities typically cost $50,000-$100,000.

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7. What do you need from email?

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20. Available ERP Data
Use sale transaction data to bring new company
dimensions: profitability, topline revenue, and
product volume
Most ERPs have cubes – predefined datasets for
reporting
Rich data available: date of sale, total invoice,
product code, product grouping, sales rep,
customer billing contact, discounts applied

21. New Dimensions
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Profitability by sales rep and/or product
Product Groups
Product Volume
Sales Reps
Discounts by product and/or rep

22. Advanced KPIs
 Profitability by campaign by region
 Discounts by campaign by region
 Percent of corporate profits and/or products
by campaign
 Most profitable products by email campaign
 Predictive profitability by campaign

23. Advanced KPIs

24. Advanced Segmentation
Campaigns by least/most profitable customer
 Select all customers where margin is above 40% and zip code
equals 27502 – 27600
Campaigns by most/least profitable products by customers
within a demographic
 “Select all customers where margins on beds is less than 5%
within zip code 27502”
 Send them a campaign for 40% margin headboards!
Campaigns by most/lease total spend customers within a
demographic
 "Select all customers who have spent less than $3000 on all
product groups in the last 6 months within 27502."

25. Advanced Segmentation

26. Where Do I Start?
 Establish a key between email and ERP
 Ensure ERP sale transaction record has
Campaign field
 Online Key Setup
 Ensure Campaign is passed from email to shopping cart to
ERP record
 Enable integration of clicks and opens with ERP system automated import – added to customer records
 Offline Key Setup – Provide email Messages for
Campaigns to call center, enter at time of sale

27. Where Do I Start? - Continued
Get Your IT Team Onboard:
 Ask ERP admin to add field with Campaign name to sale transaction
record
 Ask ERP admin to add fields for clicks and opens to customer record
 Hire a consultant familiar with your ERP to import standard ERP sales
cubes into your database
 Hire a consultant familiar with your ERP to “push” clicks and opens
into the ERP
 Hire out the BI vendor PS team or another consultant to build the data
model and initial reports for ERP data
 Request training on how to make AD HOC reports
These types of projects run $50K - $100K