17-Dec-20

ORERATIONAL CRM Marketing Automation - Definition

• Marketing automation is the

application of computerized
CONCEPTS AND TECHNOLOGIES technologies to support
Theme 8 marketers and marketing
management in the
Marketing automation
achievement of their work-
related objectives.

Benefits from Marketing Automation Benefits from Marketing Automation

• Enhanced marketing efficiency

• The replication of marketing • More effective marketing
processes delivers greater control • MA allows marketers to employ
over costs. When marketers use
manual systems and ad hoc what is known as closed-loop
processes, there can be marketing (CLM). CLM is based
considerable inefficiencies. MA on a Plan–Do–Measure–Learn
enables companies to develop cycle.
more streamlined, cost-efficient
processes, that can be operated by • Improved accountability
any marketing incumbent,
whether experienced or new-to- • MA provides better data and
role. analysis on which to judge the
• Greater marketing productivity commercial return from
• MA enables companies to run marketing activities, improved
dozens, even thousands of transparency and faster (almost
campaigns and events through real-time) information for
multiple channels simultaneously.
management.

Benefits from Marketing Automation Benefits from Marketing Automation

• Enhanced responsiveness • Improved marketing intelligence

• MA’s embedded reporting and
• Marketers have traditionally analytics functionality provides
created and implemented valuable management insights into
annual marketing plans with markets, customers, campaigns,
campaigns and promotions events, etc.
planned and scheduled many
months ahead. MA allows • Improved customer experience
marketers to respond instantly • Customers receive personalized,
to opportunities, even if not relevant communications and
part of a plan. offers at appropriate times.
• MA functionality enables • Improved customer engagement
companies to engage in real- • Customers develop a stronger
time marketing, responding sense of emotional and
immediately to an identified behavioural identification with the
opportunity. firm.

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Closed-loop Marketing Functionality offered by MA Software

Campaign Management Key Components of Campaign Management Applications

• Campaign management is • Workflow

the technology-enabled • Segmentation and targeting
application of data-driven
• Personalization
strategies to select
customers or prospects for • Execution
customized • Measurement
communications and offers
• Modelling
that vary at every stage of
the customer lifecycle and • Reporting
buyer readiness

Oracle multi-channel Campaign Management Application Direct Mail Campaign Management

• Direct mail campaign

management is a specific form of
campaign management in which
the communication medium is
Direct mail.
• Direct mail has many applications
including lead generation, lead
conversion, building awareness,
up-selling and cross-selling,
customer retention, database
building or image enhancement.
Important contributors to direct
mail success are the list, the
creative execution, the offer and
the timing.

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Email Campaign Management Email Campaign Management Workflow

• Email campaign management is a

specific form of campaign
management in which the
communication medium is email.
• Email is cheap, easy to use and
ubiquitous.
• Opt-in (or permission-based) email
marketing message usually contains
text and a link through to a website.
• Open and click-through rates, the
most commonly used email
marketing metrics, provide
marketers with some insight into
how an email message has
performed.

Event-Based Marketing Trigger Marketing

• Trigger marketing is the practice

of responding to some
• Event-based marketing customer-generated or
occurs when an event customer-related event in a way
that is designed to achieve some
triggers a communication or marketing goal such as make a
offer. sale, identify a cross-sell
• Event-based campaigns are opportunity, prevent negative
usually initiated by customer word-of-mouth or promote
positive word-of-mouth. The
behaviours or contextual event triggers the response.
conditions.

Marketing Optimization Marketing Optimization: scenario testing

• Marketing optimization
software allows companies to
select an overall goal, such as
sales or profit margin
maximization, and specify all
of the constraints of a
marketing campaign strategy.
• The software then determines
which customers should get
which offer through which
channel to ensure the
campaign objectives are met.

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Tele-Marketing Tele-marketing Functionality

• Tele-marketing is the use of the Auto-dialling

telephone to identify and qualify Predictive dialling
prospects, and to sell and service the Automated voice-messaging
needs of customers.
• Tele-marketing takes two forms: Contact list management
inbound (calls from customers) and Agent management
outbound (calls to customers). Some Do Not Call compliance
call centres perform a blended
function with agents both making and Screen pop with caller ID
receiving calls.
Scripting, including objection
• Tele-marketing is widely employed response
in both B2C and B2B environments,
but is subject to legislative control due Computer Aided Telephone
to its intrusive nature. Interviewing (CATI)
Interactive Voice Response (IVR)

Lead Generation Online Marketing

• Lead generation is an important

marketing objective, particularly
in business-to-business contexts.
Sales people challenged to grow
the numbers of customers
served need to be presented • Online marketing is the
with high quality leads for follow-
up. process of creating value
by building and
• Marketers can deploy
campaigns, events, seminars
maintaining online
,webinars and other tactics to customer relationships.
generate the leads.

Online Marketing Functionality Content Management

• Develop and manage online • Content Management

content applications allow marketers to
• Create a social media manage digital content
presence throughout its lifecycle, including
• Establish a blog creation, editing, approval,
• Create an engaging online storage, publishing, versioning
customer experience (updating) and deletion.
• Develop and promote apps • Marketers deploy content in
• Search engine optimization many different environments,
• Keyword marketing including advertising, corporate
website, blogs, social media, user
• Online advertising campaigns manuals and print materials for
• Perform web analytics. example.

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Keyword Marketing Marketing Performance Management

• Marketing performance
management (MPM) software
enables companies to measure
their marketing performance
through analysis and reports, and
improve outcomes over time
• Keyword marketing is the through closed-loop marketing.
practice of generating • Senior management is progressively
website traffic from Internet becoming more demanding that
marketers be accountable for their
users who have entered expenditure, and MPM helps
marketers meet that expectation.
keywords (search terms) MPM, which is typically focused on
into search engines such as analysis of marketing tactics such
as events and campaigns, is
Google and BAIDU. routinely built into most MA
applications.

Search Engine Optimization Social Media Marketing

• Search engine optimization

(SEO) is the practice of • Social media marketing is the practice of
improving the quantity and using social media for customer
management purposes.
quality of website traffic
• Social media platforms include Facebook,
generated by search engines. YouTube, flikr, Tumblr, Twitter, Pinterest,
Wikipedia and LinkedIn.
• Usually, the higher ranking • Social media have disrupted
results that appear earlier in communication between organizations,
communities and individuals.
the listings generate more • Marketers no longer control brand-
visitors. SEO aims, therefore, related communication. Communication
to achieve high rankings, is now multilateral, not unilateral.
preferably on the first or
second pages.

Five Stages of Social Media Customer Management Digital Analytics

1. Track consumer sentiment in

social media. • Digital analytics explore
2. Use social media to data generated by customer
communicate with customers. behavior in interactive
3. Integrate social media into channels including online,
customer service. mobile and social media.
4. Create a social media team • Web analytics, a major
across all customer touchpoints. component of digital
5. Develop an integrated analytics, focuses on the
company-wide social media behaviour of website
strategy. visitors.

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Technologies that Collect Website Data
• Logfile analysis
• Web servers record all website
activity in a logfile, which can be
read by web log analysis software.
Logfile analysis can deliver
inaccurate readings of human
website visitors because of caching
and visits by web spiders from
search engines.
• Page tagging
• Page tagging requires webmasters
to insert some extra Javascript or
HTML code onto web pages, so that
analytics software can identify how
many visitors originate from search
engines, the search terms used and
whether they arrived from paid-for
or free listings.
Measures used in Web Analytics
• Hit
• Page view
• Visit or session
• Visit duration
• Engagement time
• Event
• First visit or first session
• Unique visitor
• Repeat visitor
• New visitor
• Impression
• Singleton
• Bounce rate
• Exit rate
Integrated Marketing Management
• IMM applications offer wide-
ranging functionality to
support large organizations
with 50 or more marketing
practitioners.
• The main role of IMM
solutions is to help marketers
align their analysis, planning,
implementation and control
activities so that they can
become more effective,
efficient and accountable.
17-Dec-20
Web Analytics Terminology
• Building block terms: page, page
view, visit/session, unique visitor,
new visitor, repeat visitor, return
visitor
• Visit characterization terms: entry
page, landing page, exit page, visit
duration referrer, internal referrer,
external referrer, search referrer,
visit referrer, original referrer, click-
through, click-through rate/ratio,
page views per visit
• Content characterization terms:
page exit ratio, single-page visit,
single-page view visits (bounces),
bounce rate
• Conversion metrics terms: event,
conversion
Google Analytics Dashboard Report
Marketing Performance Management
• MPM software enables
companies to measure their
marketing performance through
analysis and reports, and
improve outcomes over time
through closed-loop marketing.
• Basic MPM includes a data
repository, business intelligence
tools and analytical
workbenches. More advanced
MPM provides role-based access
to information and KPIs through
dashboards, visualization, point-
and-click analysis, modelling,
simulation and optimization.
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Marketing Resource Management Loyalty Management

• Loyalty management functionality

• Marketing resource management allows organizations to develop and
applications consist of a range of operate loyalty management
automated tools that enable programmes.
marketers to manage their
marketing processes and assets • The development of customer
more effectively. loyalty is a goal of many CRM
programmes. The availability of
• MRM toolkits enable: loyalty management applications is
• Plan and budget marketing activities a direct response to this need.
and programs. Loyalty, or frequency, programmes
• Create and develop marketing are important to several
programs and content. constituencies – the brand owner
• Collect and manage digital content who operates the programme, the
and knowledge. member who collects and redeems
• Fulfil and distribute marketing assets, credits, and the channel partner who
content and collateral. transacts with the member.
• Measure, analyze and optimize
marketing resources (MRM analytics).

Loyalty Management Functionality Loyalty Management Functionality

• Set up one or more loyalty programmes

• Manage multiple targeted membership
schemes • Set up and manage simple to complex
• Manage multiple-tier models and accrual rules and promotions
classes and control all the aspects of tier • Define and manage redemption models
management from the number of tiers using multiple payment modes and
and tier rewards to point expiration currencies
rules
• Perform membership and partner
• Set up partners, products and services administration tasks
offered for accrual and redemptions
including product catalogues • Run statements and manage member
communications
• Create and deploy targeted loyalty
promotions

Loyalty Management software application - Oracle’s Case study Partner Management

• Partner management solutions

enable companies to coordinate
and work collaboratively with
channel partners and others.
• Partner management solutions
are used to manage processes:
• partner qualification and sign-up,
development of joint business
plans and objectives, cooperative
advertising and promotions, lead
management, co-branding of
collateral and point-of-sale
materials, measuring partner
performance, partner training,
administration of marketing funds
and specialist partner incentive
schemes.

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Partner Management Screenshot: Netsuite
Customer Segmentation and Selection
• Customer segmentation is
the practice of partitioning
customers into homogenous
subsets so that each subset
can be addressed as a
unique marketing audience.
This is the foundation of
customer portfolio
management.
Asset Management
• Asset management enables
companies to identify,
manage, track and control
the assets that customers
purchase, license, use,
install or download. Assets
can be either tangible,
intangible or blended.
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Market Segmentation
• Market segmentation is the
practice of partitioning
markets into homogenous
subsets so that each subset
can be addressed as a
unique marketing
opportunity.
Product Lifecycle Management
• Product lifecycle management
(PLM) applications help marketers
manage lifecycle stages effectively
and profitably.
• PLM software solutions facilitate
collaborative intra- and extra-
enterprise engineering, product
development and improved
management of projects, product
portfolios, documents and quality.
PLM applications can provide a
single source of all product-related
information to use in the innovation,
design, engineering, feasibility,
launch and market development
processes.
Document Management
• Document management
software allows companies
to manage marketing
documents such as
brochures, product
specifications, price lists and
competitive comparisons.
• Typically, these documents
are a held in a central
repository and made
available to users in their
browsers.
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Marketing Analytics Three Types of Analytics

• Marketing analytics is the

application of mathematical
and statistical processes to • Standard reports
marketing problems.
• Online analytical processing
• Analytics are used for three (OLAP)
main purposes:
• Description • Data mining
• Exploration
• Explanation

Online Analytical Processing (OLAP)

• OLAP transforms customer-

related data into strategic
information.
• An OLAP solution extracts
and displays customer data
from any angle.
• OLAP users can choose
different display formats
including pie chart, bar
graph or worksheet.

Data Mining Data Mining outputs

• Data mining offers the most • Scores

powerful statistical routines • the likelihood a customer will
purchase a product; which customer
including: to target for a particular offer
• descriptive statistics (frequency,
mean, median, mode, variance, • Predictions
standard deviation) • how much a customer will spend in
• data reduction the coming year; the probability of a
customer defecting
• bivariate statistical analysis (cross-
tabulation, correlation) • Descriptions
• multivariate statistical analysis • the characteristics define profitable
(multiple regression, factor customers; the multidimensional
analysis, discriminant analysis, profile of a customer segment
cluster analysis multidimensional • Profiles
scaling, conjoint analysis)
• the common characteristics of each
• decision trees and neural networks customer segment; the lifetime value
• data visualization of a customer

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Workflow Development

• Workflow development
software is useful for
designing marketing-related
processes, such as the
campaigning process, event-
based marketing process or
the marketing planning
process.

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