Getting your Message

out. Campaign Basics.

Dr. Shiv M Kumar,
Fellow of Indian Institute of Management (IIM), Indore
Co-Founder, Augentia (www.augentia.com) & Augplat (www.augplat.com)
Lewes, USA | Bangalore, IN | Dubai, UAE

INSTITUTE OF MANAGEMENT TECHNOLOGY, HYDERABAD

Session Discussion Points

–Manage the cost, quality and effectiveness of your

marketing campaigns
–Keeping track of your marketing promotions and
campaign outcomes
–Understand Customer Traits (Variables)
–Beauty of Data Relationships

INSTITUTE OF MANAGEMENT TECHNOLOGY, HYDERABAD

Optimizing Marketing Campaigns
ANALYTICS DRIVEN CAMPAIGNS

INSTITUTE OF MANAGEMENT TECHNOLOGY, HYDERABAD

Optimizing Marketing Campaigns

–Cost Optimization
–Quality Control
–Marketing Effectiveness

INSTITUTE OF MANAGEMENT TECHNOLOGY, HYDERABAD

Cost Optimizing Marketing Campaigns

–Locate where your Marketing $ are spent: Case

Example of Large B2B IT Company
–Focus on what works best: Case Example of SMB IT
Company – TCOM Alliance
–Don’t scale until it works

INSTITUTE OF MANAGEMENT TECHNOLOGY, HYDERABAD

Quality Optimizing Marketing Campaigns

–Deliverability (e.g. Email)

–Mistakes/Audit (Case example of MS Price Change)
–Messaging Errors
–Knowing who moved? (DMP and Data Enrichment)

Plan time for Quality Check

INSTITUTE OF MANAGEMENT TECHNOLOGY, HYDERABAD
Placement Errors

INSTITUTE OF MANAGEMENT TECHNOLOGY, HYDERABAD

Promotion Errors

INSTITUTE OF MANAGEMENT TECHNOLOGY, HYDERABAD

Segmentation Errors

Shutterfly sent an email

to its entire database of
subscribers,
congratulating them on
their newborn children.
Due to the sensitive
nature of this topic, it
was picked up by media
and discussed at length
on Twitter and Facebook

INSTITUTE OF MANAGEMENT TECHNOLOGY, HYDERABAD

Checklist to Avoid Mistakes & Manage Situations

–Make a list of all potential issues (wrong price/subject line et al)

–Determine which potential issues require a response (e.g., a
spelling error can be corrected without notice, but a price
change can’t be)
–Define how you plan to respond to each of the more serious
mistakes (get it signed off from your Boss/Client)
–Outline the creative approach for each type of apology
–Prepare an ‘oops’ communication template
INSTITUTE OF MANAGEMENT TECHNOLOGY, HYDERABAD