1. Marketing Campaign Management & Execution Process
Poonam Gupta1
1Dell International Services, Bangalore, India, poonam_gupta1@dell.com
Kunaal Naik2
2Marketelligent, Bangalore, India, kunaal.naik@marketelligent.com
Saiyad Rasikh3
3Absolutdata, Bangalore, India, Saiyad.hashmy@absolutdata.com
ABSTRACT:
The paper talks about campaign management process starting from its pre-
launch planning, budgeting and execution for B2B area. It highlights the
contribution made in terms of improvement of the overall process and new
features which is achieved with the help of a robust tool.
Key features of the tool:
a. Data Management & Integration
b. Automation
c. Scoring/Profiling
d. Tracking
e. Reporting & Analytics
A well-managed framework was required to set up campaigns for the planners
to help them gauge their targets, ROI attainment and budget fulfilment.
Keywords: Phasing, Propensity models, Yield Curve, Outlook.

2. INTRODUCTION
1.1 Purpose of research:
A platform required to address the following requirements:
(i) An integratedtool acting as a platform facilitating multi-level report
views which would also support infrastructure dependencyfor loading
campaigns. Consolidation of multiple country files and mapping data
sources
(ii) Phasing solution: Propose execution plan for different stages of
marketing in a funnel for 13 weeks in a quarter. The stages include
Sales Ready Lead, Sales Accepted Leads through follow up, Sales
Qualified Leads and final stage which is Revenue/Margin
(iii) Budget Allocation: Top down approach needed to evaluate country
goals against the centrally allocated budget at multi levels
(iv) Prior Quarter inflows: Adjusting pending goals from previous
quarters into the coming quarter
(v) Channel views: Channel Integration to increase channel penetration
in response to targeting expanding geographic coverage.
(vi) Scoring Propensity Models: User selection of propensity models
against play campaigns. This allows selection of relevant targeted
accounts against campaigns based on propensity model score.
1.2 Source of data:
a. The tool is designed adhering to one single source of reference, dynamic in
nature which provides demographic and hierarchy information pertaining to
campaigns. Multiple mapping files are used for arriving at a single master
data.
b. Every new plan for the upcoming quarter is appended to the existing 2 year
historical.
c. With the use of top down approach, globally assigned budget is broken
down at various levels to decide on the targeted quarterly goals.

3. METHODOLOGY:
2.1 Business Solution: Part I: Integrated Tool
An integrated toolhas been built using Advanced VBA/SQL Integration. VBA
Macros are scripts that contain commands for automating tasks in various
applications.
An automated excel based tool built that cares of:
i. Prepopulated fields: Limited input from the planners side which
saves their time as well. Based on user selection, personalized
automated drop down for fields as per Campaign hierarchy which
helps validate the data as well.
ii. Consolidation: Appending different country files and multiple data
sources used for mapping. Reducing labor hours by 50%
iii. Integration of leftovers:Smooth inflow of Prior Quarter leftover to
the relevant vehicle and business segment
iv. Top down framework:Quick report creation of budget breakdown
against planned numbers at multi levels
v. Integrated phasing solutions for different stages of marketing for
example the SRL/T, Follow up, Revenue Phasing and so on. Forecast
pipeline and revenue to set up planned targets for campaigns in
coming quarters given their budget.
vi. Channel Views: Global alignment in terms of consistent
measurement of Channel KPIs specific to channel motions.
2.2 Business Solution: Part II: Yield Curve Analysis
Campaign planners are assigned a pipeline target that they need to achieve in a
quarter. To accomplish this they use predefined phasing combinations based on
intuition. To tackle this, a more scientific approach was proposed i.e., ‘Yield
Curve Analysis’ based on past performance of campaigns.
Approach:
Past performance of the campaigns are used to identify the proposed execution
of phasing for the campaigns.

4. Yield curve= It helps arrive at average timing of campaigns lifecycle returns
based on 5 quarters.
Figure 1.1
Usage:
i. Phasing prediction: A general trend seen in a campaign phasing
following a “S curve” trend, for example, say for China Enterprise
for an online media, all the campaigns falling under this combination
which follows a similar trend. This approachnormalizes the period to
predict the phasing weekly stages.
ii. Prior Quarter goodness:Evaluate rest of lifecycle activity returns
based on:
a. actuals to date
b. Expected duration of activity
Days since Start date is used for the same:
Revenue Performance calculated using Book date while Pipeline Performance
using Created date.
iii. Outlook numbers: The locked goals submitted by the campaign
marketing planners is also used to determine Outlook.
Outlook based on lifecycle return
OLK = “In Quarter” + “Q+1” Pipe/Rev (1)

5. Figure 2.1
2.3 Business Solution: Part III: State Of Readiness
Country planners need to review their quarterly goals with the Business heads
ensuring their plan aligns with the Guidance provided to them. The significant
gaps are discussed which calls forquick changes. Hence, a platform is built that
well absorbs such changes.
An automated tool integrated with the campaign planning tool adapts to these
changing business needs.
Tracking is finally done at a weekly level, the loaded targets are compared
against the actual realization with the help of reporting at various levels.
Planned campaigns are then loaded into company specific tools which sales
team uses to follow thereafter.
3.1 IMPLICATION:
The implication of the process is huge. The importance of this process lies in
its usage bybusiness heads and planners. The toolsimplifies the entire complex
campaign planning process starting from its initialization-> budgeting->
planning-> analytics-> rationalization-> Implementation-> Rollout ->
Reporting. It is one source of truth which helps with different stages of
implementation, a clear outlook on what, when and how much can be achieved.
Approach:
Past performance of the
campaignsare usedto
identifythe proposed
executionof phasing
Phasing
Prediction
Prior Quarter
Goodness
Outlook
Numbers:
YieldCurve

6. The tool serves as all in one platform for the below reasons:
a. Best way to track a company’s high level marketing goals
b. Central campaign management
c. Make reporting easier
ACKNOWLEDEGMENTS:
The authors wish to acknowledge Juraj Olejnik who has help us with the
concept building of ‘Yield Curve Analysis’.
REFERENCES:
Best Practices for Marketing Excellence & Operational Efficiency: IBM
Marketing Cloud
Massaging Test Data in Excel Using Macros and VBA Utilizing IBM Rational
Performance Tester
Advanced Marketing Automation Maximizing Campaign Returns through
Customer Intelligence- a SAS white paper