By: Kenneth Cochran

08/29/16

ANALYTICS APPLICATION ASSIGNMENT

Agenda

Review Business Case Define purpose of Emails Identify Requirements for Platform Details for Features Comparison Overview -Recommendation

10 locations in Metro Atlanta (near large office bldgs. In DT and in affluent northern suburbs)

upscale informal dining experience (breakfast and lunch)

catering for offices friendly staff wedding cakes birthday deserts, holiday occasions, special occasions

Business Situation

PURPOSE OF EMAILS

encourage repeat business by staying in touch with customers

Emails would be used specially for the following:-menu specials for the day-online orders-catering options-targeting brides with offers for wine cake and

tasting parties-VIP invitations

REQUIREMENTS & PRIORITY

segmentation capabilities (2) Easy to use interface (4) professional Analytics for insights into marketing efforts (3) Send out emails twice weekly to lunch crowd (200K)(1) Segment brides based on wedding month and send about 12

emails per campaign targeted email for annual events. For example, emailing

people who purchased special cakes or desserts for anniversary events (5)

EVALUATION CRITERIA

in order of importance…

Pricing and Volume Features and CapabilitiesAnalytics Ease of UseCustomer SupportAppearance

PRICING AND VOLUME MAILCHIMP

CONSTANT CONTACT

RELEVANT FEATURES & CAPABILITYMAILCHIMP

Segmentation: Using a large range of options customers can segment a list of targets based on certain criteria. Users also have the option to save their segment and auto update based on specific criteria

Email Client Testing: This feature allows you to test how emails will appear in recipients inbox. Paid feature-inbox inspector

Geolocation: This feature enables users to send targeted messages based on the location of the recipient.

Automatic Testing: This feature allows companies to automatically follow up with customers after a purchase and recommend other products. Users can also send their top customers coupons based on shopping behavior.

Mobile Features: Track of campaign performance via mobile devices

RELEVANT FEATURES AND CAPABILITYCONSTANT CONTACT

List Segmentation: Allows users to segment lists of subscribers based on certain attributes

Auto Responders: Automatically respond to subscribers based on particular action

Geolocation: Send targeted email campaigns based on where subscribers are or live

Email Templates: Beginners can easily create and edit their templates as there is no experience required – it is just that easy.

Mobile Features: Track of campaign performance via mobile devices

ANALYTICSMAILCHIMP

This feature allows users to track performance with regard to how many people opened the email campaign. Users can use interactive graphs to see response rates, monitor trends, bounces, revenue and gain other insights on subscribers. MailChimp also has the ability to integrate with Google Analytics.

ANALYTICS CONSTANT CONTACT

Constant Contact Analytics allows users to gain access to real-time reporting, track who opens, deletes, clicks, shares your email Integrate with Google Analytics Benchmarking reports allow you to compare results from prior campaigns

CUSTOMER SUPPORT AND EASE OF USEMAILCHIMP

Mainly self-service support available through their online Knowledge Base

Monthly and pay as you go customers can also use chat and email support 24/5– weekends are limited to email service only.

CUSTOMER SUPPORT AND EASE OF USECONSTANT CONTACT

Phone, chat, and email support offered Monday through Friday for business hours across all time zones in the US and Canada, plus weekend email support. Constant Contact also offers limited phone support for UK users.

OVERALL APPEARANCEMAILCHIMP

CONSTANT CONTACT

REVIEW-MAILCHIMPPricing and Volume Cheaper/free option for low subscriber and low email

sending volume Options to pay as you go for ease in scaling up and scaling

down, planning for seasonality and fluctuations MailChimp better for High Volume sending for the price you

pay

Payment for automated feature is cheaper than Constant

Contact

Features and Capabilities Easy-to-use

customizable

More apparent mobile friendly features

Integrates deeply with Twitter

Analytics -Strong with analytics reporting

-Analyze emails that bounce and automatically removes

Ease of Use Intuitive system with templates

More flexible, more customizable

templates

Customer Support Good self-help database

Email support

NO phone support

Appearance Professional look deliverability 96-99%

REVIEW-CONSTANT CONTACT

Pricing and Volume $15/month for up to 500 subscribers and unlimited emails.

60-day trial automated email capabilities in every feature (MailChimp

must pay $10/month extra) More costly for customer (charges twice as much as

compared to MailChimp)

Features and Capabilities Less apparent Mobile tracking features integrates deeply with Facebook customizable templates and features

Analytics Basic Analytical capabilities (not easily integrated with

Google Analytics)

Ease of Use Easy-to-use template builder but sometime restriciting

Customer Support 24/7 phone and online support;

chat service

Appearance Professional Look

RECOMMENDATION

MailChimp would be the best tool for Alan’s Deli for the following reasons. 1) It is more cost effective. 2) more intuitive and therefore easier to adopt and use 3) Strong analytical capabilities and is more easily integrated with Google Analytics 4) has greater segmentation options.