What is missing in campaign management today? Shaun Doyle VP Intelligent Marketing Solutions, SAS
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1 What is missing in campaign management today? Shaun Doyle VP Intelligent Marketing Solutions, SAS
2 Content What is campaign management? How has the technology evolved? Where are we today? What is missing? Where is the technology going? SAS Enterprise Marketing Automation Solution Questions
3 What is campaign management? A set of technologies that support the planning, execution and evaluation of pro-active marketing communications with a customer or prospects Shaun Doyle, Intrinsic Oct 1998
4 Primary focus of campaign management Manage communications that support: Customer acquisition Cross-selling Up-selling Retention Re-activation/recovery Information provision (to meet statutory requirements)
5 How has the technology evolved? Customer list extracts from invoicing systems Merging of customer lists from systems Name and address processing Matching technologies Emergence of print and service bureaus List management systems Marketing databases Campaign management systems e.g. Mind Marketing automation solutions e.g. Intrinsic Enterprise marketing automation solutions e.g. SAS EMA
6 What is typical campaign management functionality? Set up campaign definition Identify target audience Prioritise communication Create communication cells Create export/interface definition Execute communication Update contact history Report on performance Automate process
7 How does campaign management fit in? Data Sources DATA DATA CDR DATA Contracts Other data Database Extract & Transformation Extract Transform Loading Cleaning Matching Data Repository / Warehouse Marketing Customer Data Information Mart File Customer / Account CRM APPLICATIONS Fulfillment Channels Inbound Call Centre Direct Mail Telemarketing Web site Branch SMS TARGETED COMMS Reporting Campaign Management Analysis & Modeling
8 What was missing until today? Real intelligence Exploitation of behavioural modelling to target communications Exploitation of channel response models to drive choice of communication vehicle Exploitation of customer profitability models Exploitation of segmentation models..as as core part of the process.. not a bolt on
9 What has prevented the use of intelligence? Basic technology has been around for a long time (especially in SAS) But never been fully integrated with campaign management until today Never been able to run off single repository
10 What else has been missing? All the necessary technologies integrated with intelligence at the core Seamless integration to the key customer facing technologies
11 Customer / Account What else has been missing? Data Sources DATA DATA CDR DATA Contracts Other data Database Extract & Transformation Extract Transform Loading Cleaning Matching SAS Data Repository / Warehouse Marketing Customer Data Information Mart File CRM APPLICATIONS SAS Fulfillment Channels Inbound Call Centre Direct Mail Telemarketing Web site Branch SMS SAS TARGETED COMMS Reporting Campaign Management SAS Analysis & Modeling
12 SAS Enterprise marketing automation SAS EMA solution SAS Warehouse Admin SAS SPD SAS Enterprise Miner SAS Campaign Management SAS Reporting Structured delivery methodology Industry based solutions
13 SAS Enterprise marketing automation solution: Part of the SAS i-layer
14 Where is the technology going? Further automation Optimisation Communication decisioning Channel utilisation Campaign performance forecasting Support for very larger database Support for complex data sources Real time communications
15 Conclusion In today s competitive environment, where products can be copied in days and service cannot be used to achieve differentiation, the only thing you have to create and sustain competitive advantage is information on your customers. Customer intelligence is therefore key to success.
16 Questions
17 What do we mean by customer intelligence?
18 Why comprehensive integration
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