Email Marketing

Modeling Session Results

Agenda from first sessionPurpose

To produce a Business Function Model (BFM) and a Conceptual Data Model (CDM) for the Email Marketing Project

Today’s AgendaExplain the rules for Business Function ModelingBuild a BFM

Future Modeling SessionsFinish/refine the BFM as necessaryAsk the question “What data do I need to perform this function?” for each of the lowest-level functions in the BFMBuild a CDM

– this will look like an entity-relationship diagram without any keys or attributes

Ultimate outcome of these meetingsA CDM to serve as the basis of Logical Data Modeling for the projectA prototype process to determine the extent that a facilitated modeling session can reduce or eliminate the need for a formal BRD document

Rules for Business Function ModelingFunctions define WHAT, not HOWFunctions start with a precise verbFunctions are stated in plain English—no jargonFunctions deliver somethingOrder of functions is not importantFunctions may be optionalFunctions usually break down into 4 to 8 sub-functionsSub-functions must completely define the parent function

E-Mail Marketing Business Function Model

Optimize email at the customer level by modifying programs based on results

Target email campaignsIdentify campaign activityIdentify response curves

– the time lag between receipt and purchaseBuild predictive modelsModify future email campaigns

BFM DetailTarget email campaigns

Identify What to testIdentify to Whom to send emailIdentify When to send emailIdentify What email to send

BFM DetailIdentify campaign activity

Identify delivery activity– Bounce– Fail– Frequency– Suppress– Exclude– Delivered

Identify response activity– Opens– Clicks– Purchases– Search– Shop– Save– Opt Out– None– Flagged as SPAM– Complained– Called

BFM DetailIdentify response curves

Identify delivery response curvesPlot Clicks over timePlot Opens over timePlot Opt Outs over timePlot Complaints over timePlot Flagged as SPAM over timePlot Delivery over time

Identify transaction response curvesPlot Purchase over timePlot Cancel over timePlot Search over timePlot Shopping over timePlot Save over time

BFM DetailBuild predictive models

Run test campaignCollect all response dataSelect other available attributesSelect an algorithmRun itIdentify predictive variablesBuild ModelValidate Model

BFM DetailModify future email campaigns

Apply what we have learned from past campaignsIdentify opportunities for new campaignsTerminate ineffective campaigns

Conceptual Data Modeling AgendaToday we ask this question for each of the lowest level functions in the business model:

“What data do I need to perform this function?”

We answer the question in terms of entities, attributes, and relationships

Entity: Something (a noun) the business has the will and the means to keep information aboutAttribute: A single piece of information about an entityRelationship: An association between two entities for a business purpose

We are still looking at:Future-StatePerfect-WorldWhat, not How

Conceptual Data ModelingToday we are not doing

Defining scopeSource system analysisAttribute definitions and data typesPrimary and foreign keys

We need to leave some work for the project managers, logical data modelers, and database developers

Conceptual Data Model

CDM NotesAccount Attributes

– Demographic– Psychographics– Preferences– Hardware/Network/Browser– Everything else you could imagine

Content– A unique asset sent to a unique email address at a point in time

CDM Event NotesAccount Event Content Event Link Event

Bounce XFail XFrequency XSuppress XExclude XDelivered XOpen XClick XPurchase X X XSearch X X XShop X X XSave X X XOpt Out X X XNone X X XFlagged as Spam XComplained X XCalled X X