Raab Database Marketing Systems Primer

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.

[email protected]

www.raabassociates.com





What could go wrong?


What’s Your Goal?

goal

outbound campaigns

lead management

agent interactions

Web interactions

social media

Web ads

TV/radio/print ads


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


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


Defining Your Needs


1. Select Process and Define Its Steps

define goals

select medium

create messages

deliver program

assess results

capture response

Building a Use Case


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.)


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


What You Want What You Can GetWhatYou

Need

Matching Needs to Systems


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


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


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


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


What next?


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


Thank You!

David M. Raab

[email protected]

www.raabassociatesinc.com

http://customerexperiencematrix.blogspot.com/

Technology

Raab Database Marketing Systems Primer