Copyright 2010 Raab Associates Inc. www.raabassociatesinc.com
Database Systems Primer:Deciphering Differences
and Determining Directions
DMA Conference & ExhibitionOctober 13, 2010
David M. Raab
Raab Associates Inc.
www.raabassociates.com
Copyright 2010 Raab Associates Inc. www.raabassociatesinc.com
Copyright 2010 Raab Associates Inc. www.raabassociatesinc.com
Copyright 2010 Raab Associates Inc. www.raabassociatesinc.com
Copyright 2010 Raab Associates Inc. www.raabassociatesinc.com
What could go wrong?
Copyright 2010 Raab Associates Inc. www.raabassociatesinc.com
What’s Your Goal?
goal
outbound campaigns
lead management
agent interactions
Web interactions
social media
Web ads
TV/radio/print ads
Copyright 2010 Raab Associates Inc. www.raabassociatesinc.com
System Types
goal system type
outbound campaigns B2C marketing automation
lead management B2B marketing automation
agent interactions CRM
Web interactions Web content management
monitoring / posting social media
Web ads SEM / display
TV/radio/print media / traffic
Copyright 2010 Raab Associates Inc. www.raabassociatesinc.com
System Types
users
marketing
sales
service & support
identify acquire maintain / grow
retain / recapture
customer stage
Web content management social media
CRM
B2C marketingautomation
B2B marketingautomation
SEM / display
media / traffic
Copyright 2010 Raab Associates Inc. www.raabassociatesinc.com
Defining Your Needs
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1. Select Process and Define Its Steps
define goals
select medium
create messages
deliver program
assess results
capture response
Building a Use Case
Copyright 2010 Raab Associates Inc. www.raabassociatesinc.com
2. Define Tasks per Step (example: Webinar)
Building a Use Case
Steps Tasks
define goals•define target audience: industry, company size, job title•assess audience size and costs•define metrics; estimate costs & ROI
select medium•select and import email lists•select keywords for SEM•select social media keywords and contact lists
create messages•create email text: invitations, reminders, follow-ups•create keyword ads•create social media posts
deliver program•create landing pages and set up Web reporting•set up campaign flow: messages, scoring, alerts, sales integration•execute Webinar
capture response•measure landing page traffic•add registrant data to marketing database•flag attendees in marketing database
assess results•report on immediate results (traffic, new leads, upgraded leads)•track long-term results (funnel movement, purchases over time)•analyze tactical results (copy tests, list tests, channel tests. etc.)
Copyright 2010 Raab Associates Inc. www.raabassociatesinc.com
3. Define Requirements per Task
Building a Use Case
Steps Tasks Requirements
define goals•define target audience•assess audience size and costs•define metrics; estimate costs & ROI
•planning: program hierarchy, creative briefs, approval workflow, budgeting, simulation
select medium•select and import email lists•select keywords for SEM•select social media keywords and contact lists
•list import and segmentation•report on past keyword results•social media management
create messages
•create email: invitations, reminders, follow-ups•create keyword ads•create social media posts
•email templates, personalization, dynamic content, rendering•share across programs & media
deliver program
•create landing pages and set up Web reporting•set campaign flow: messages, scoring, sales alerts•execute Webinar
•role- and program-based rights•Web page and forms creation•triggers, branching flows, scoring
capture response
•measure landing page traffic•add registrant data to marketing database•flag attendees in marketing database
•Web reporting•Webinar system integration•sales integration and alerts
assess results•report immediate results (traffic, leads)•track long-term results (funnel, purchases)•analyze tactical tests (copy, list, channel. etc.)
•campaign results, attribution, ROI •lead profiling and tracking•test set-up and reporting
Copyright 2010 Raab Associates Inc. www.raabassociatesinc.com
What You Want What You Can GetWhatYou
Need
Matching Needs to Systems
Copyright 2010 Raab Associates Inc. www.raabassociatesinc.com
System FeaturesB2C marketing automation B2B marketing automation CRM
goal: outbound campaigns goal: lead management goal: agent interactions
vendors: Unica, Alterian, smartFocus, SAS, Teradata, Marketwide, Neolane
vendors: Aprimo, Eloqua, Silverpop, Marketo, Genius
vendors: Siebel, Salesforce.com, RightNow, PegaSystems, SAP, Amdocs
core: •complex segmentation•email delivery
core:•nurture campaigns•CRM integration
core:•personal interactions•operational interface
differentiating:•multi cell segmentation•offer management / library•integrated modeling•connect to external data•any standard database•complex queries•real-time updates•real-time triggers•distributed / remote access•dynamic content•Web data integration
differentiating:•dynamic content•active templates•integrated testing•branching campaign flow•Web behavior tracking•custom data models•multiple accounts / person•multiple scores / person•company scores•fine-grained security•analytical data mart•Webinar integration
differentiating:•on-premise or hosted•real-time recommendations•API access to system data•access external data•import prospects (e.g. JigSaw) •social media integration•IVR integration•deduplication & data quality•multi-step campaigns•multi-cell segmentation
Copyright 2010 Raab Associates Inc. www.raabassociatesinc.com
System FeaturesWeb content management social media
goal: Web interactions goal: monitoring / posting
vendors: SDL Tridion, Adobe/Day, EMC/Documentum, FatWire, Interwoven, OpenText, Vignette
vendors: Alterian/Techrigy, Radian6, DNA13, Lithium/Scout Labs
core:•build and serve pages•automated interactions
core:•automated search•case management
differentiating:•integrated testing•automated optimization•integration with content creation tools•visitor registration and profiles•link visitor profiles to external data•personalization•dynamic content•automated localization / versioning•page-level analytics•visitor-level analytics•collaboration / social networks
differentiating•multiple source types•custom sources•source archive•complex queries•sentiment analysis•semantic analysis•influence measures•trends: sentiment, volume, sources, topics •rule-based alerts•case management•post mgt: multiple accounts, workflow
Copyright 2010 Raab Associates Inc. www.raabassociatesinc.com
Shared Featuresmarketing planning program development measurement
goal: define marketing plan goal: create programs goal: understand results
core:•list planned programs
core:•create and store content
core:•report on program response
differentiating:•graphical calendar•expected revenue•budget and actual costs•hierarchies by medium, region, product, etc.•link to strategic goals•forecast using past results•estimate costs as CPM x qty•detailed line-item budgets•integrate with accounting•YTD spend: actual vs. budget vs. committed•purchase order mgt•vendor management
differentiating:•integrated creative briefs•project management w/tasks, assignees, status, alerts, etc.•program folders w/security•content & offer libraries•integrated authoring tools•links w/external author tools•active templates•advanced workflow: reviewer lists, comments, alerts, etc.•expiration dates on content•compliance rules on content•version control, check in/out•customizable templates for program attributes•multiple program types
differentiating:•separate analytical data mart•dashboard tools•end-user report writer•integrated predictive models•funnel-based ROI measures•integrate external data•ad hoc analysis•drill down within reports•multidimensional analysis (pivot tables)•statistical LTV projections by customer, by campaign•trend reports and alerts•simulation and optimization
Copyright 2010 Raab Associates Inc. www.raabassociatesinc.com
Digging Deeper
• Hosted vs. On-PremiseHosted vs. On-Premise
• Suite vs. Best of BreedSuite vs. Best of Breed
• Web Data IntegrationWeb Data Integration
• Cross-Channel ProgramsCross-Channel Programs
• Inbound MarketingInbound Marketing
• Marketing MeasurementMarketing Measurement
Copyright 2010 Raab Associates Inc. www.raabassociatesinc.com
What next?
Copyright 2010 Raab Associates Inc. www.raabassociatesinc.com
What next?
What You Want
What You Can Get
WhatYou
Need
Define the problem
Identify your needs
Match needs to solutions
Keep digging until you’re sure
Copyright 2010 Raab Associates Inc. www.raabassociatesinc.com
Thank You!
David M. Raab
www.raabassociatesinc.com
http://customerexperiencematrix.blogspot.com/