Plus!

Engage Review
Objectives:
1) Have an alignment of what PE is supposed / not supposed to be: a campaign management platform, and not a CRM / loyalty management platform
1) Benchmark PE against industry competitors
2) Perform evaluation on PE, decide if Banyan / T should use PE as a marketing + comms platform

Feature / Requirement Details Does PE have this? If NO, can PE be developed to If YES, what are its Pros / Cons Can external platforms solve this Industry Benchmark
include this? better than an internal platform?

A) Plus: 1 EDM per day, 3 EDMs per

week.
Contact policy B) FP EDMs are subject to a separate
enforcement contact policy of 1 EDM per day
C) Contact policy exceptions for certain
types of comms (e.g. service fulfillment)
PARTIAL YES.
A & C are available. B is not PROS: We have full flexibility to Probably yes. Many platforms in
available but not necessary at this N/A customise it whenever we need market have contact policy
point as FP enforces this on their to management tools.
end.

Yes, according to Diwan. While

Biz rules/algorithms that determine the
Contact policy audiences allocated to all campaigns
optimization within a given day/week so that contact
policy is abided
PARTIAL YES.
The existing rules have not caught PROS: We have full flexibility to this is a fairly bespoke business
N/A customize it requirement, the back-end rules
up with new business CONS: The business rules are still involved are not that complex and
requirements. There is an ongoing
task force to update the rules. fundamentally "manual" market platforms may have the
ability to to offer similar features.

No, but a simple workaround is to

Ability to segment audiences within
Segmentation & signals platform using pre-defined filter/criteria,
or via uploading a member list
YES. Several segmentation PROS: Since we own the platform
features are available. Pipeline of we have full flexibility to build a separate front-end tool to
N/A generate segmentation lists and
new signals are in roadmap customise it however & whenever upload the lists into the external
awaiting implementation we want. Generally easy to use.
platform.

Integration with loyalty User can set up bonus promo rules in Not available. The feature front
end was enabled in PE in Oct, but
platform to automate platform while setting up campaign, due to a bug it was never used
points promotions setup avoiding SRs and Ops manual setup
since.
Moving forward this feature may Probably not. This is a bespoke
continue to sit within loyalty N/A
platform instead of campaign requirement unique to our
business
platform

Maybe. Our reporting

Partially. An MVP version exists requirements can be quite unique
but there are some critical issues CONS: currently buggy and not as they include sales performance
Post-campaign reporting Display campaign performance & stats in with UI, data integrity & usability YES widely adopted. See comments (e.g. conversion rate, uplift) not
a dashboard
pending fixing. Most AMs/MMs on left. just campaign comms
are not using the dashboard. performance (e.g. open/click
rates.

NO. There exist several gaps in

Data on merchant/consumer
Data analytics attributes/behaviours for campaigns
must be fed back to LAC database to
contribute to wealth of data insights
this area and much of campaign
performance data is not being fed Probably not. This is a bespoke
back to database to contribute to YES N/A requirement unique to our
analytical insights. Some gaps are business
being identified and address but
progress tracking is slow.
Plus! Engage Review
Objectives:
1) Have an alignment of what PE is supposed / not supposed to be: a campaign management platform, and not a CRM / loyalty management platform
1) Benchmark PE against industry competitors
2) Perform evaluation on PE, decide if Banyan / T should use PE as a marketing + comms platform
Feature / Requirement Details
What marketing channels does the
Channel enablement platform allow us to manage/run
campaigns on?
Platform automatically & intelligently
decides a member should receive
Omni-channel / Channel
optimization campaign comms from which channel(s) NO.
audiences, based on member's known
channel preferences
Features that make it efficient for
Marketing to create and launch
Facilitate the creation & campaigns, e.g. campaign calendar,
execution of campaigns campaign T&Cs, audience utilisation
forecast, execution status, approvals,
etc.
Trigger-based campaign funnels based
Drip marketing / on user actions (i.e.
Marketing canvas
opens/clicks/conversions)
Automated campaigns based on more enabled by tech back-end; they
Advanced automated / advanced triggers/data signals, e.g.
trigger-based campaigns customer lifecycle funnel, Caltex trigger
engine, member birthday delights
Set up A/B or multivariate tests, then
A/B or multivariate assign remaining audiences to the
testing
winning version
Content: EDM templates Flexibility to create, adapt templates
that are optimised for performance
How response & effective can vendor
support us when there are technical
Vendor support issues. (note: PE runs on Mailjet back-
end which is still a 3rd-party email
delivery platform)
Does PE have this?
NO. PE only has EDM channel.
YES, insofar as basic features are
delivered. Additional features to
facilitate automation & scaling are YES, on the roadmap
not yet available, though some
are in the roadmap.
YES for drip
NO for canvas
MAYBE. The existing Caltex trigger
engine and in-progress MOB
engine are actually built &
are not platform features.
We want the platform to have
generic features to allow us to set
up automated/trigger campaigns
as & when we need to.
NO. Not in roadmap.
NO. PE can store pre-coded HTML
templates, but it cannot allow
user to adapt layout on a
WYSIWYG layout editor. Even the
current layout editor is difficult to
use
Partially. Mailjet's support is slow
according to user feedback, as
Mailjet is not based in SG. Could
take days for issues affecting
business processes to be
investigated & resolved.
If NO, can PE be developed to
include this?
YES. Other channels are in
Only single channel (EDM) has
roadmap: SMS, mobile app (push been enabled so far
& in-app), CMS, social media
YES, but it's not in roadmap.
Multi-channel enablement (see N/A
above) needs to be rolled out first
YES, canvas is on roadmap
YES, on the roadmap
YES
YES, on the roadmap
N/A
If YES, what are its Pros / Cons
PROS: Quick to use for basic
straightforward execution
CONS: Very inflexible features. As
an MVP, many features require
"creative workarounds" on the
part of end users
PROS: Very easy to use
CONS: No built-in "drip contact
policy limit" to manage/prevent
members from being over-
contacted with drip comms
CONS: Not a "real" platform
feature as everything is enabled
back end by tech
N/A
CONS: Highly inflexible. We're
confined to whatever is coded in Yes. It's a fairly hygiene feature
the HTML templates and cannot for most platforms in market.
modify layout easily.
N/A
Can external platforms solve this Industry Benchmark
better than an internal platform?
Memberson, Antavo,
Advocado, Capillary,
Boxever, Emarsys
Yes. It's a fairly hygiene feature
for most platforms in market.
Yes. It's a fairly hygiene feature
for most platforms in market.
Maybe - this depends on how
unique our campaign operational
requirements are. Certain
elements like audience utilisation
forecast, integrating promotion
setup etc. are quite bespoke.
Yes. It's a fairly hygiene feature
fore most platforms in market.
Maybe - this is a more
advanced/niche feature and may
require procuring specialised
platforms.
Yes. It's a fairly hygiene feature
for most platforms in market.
Yes. Some platforms will have SG-
based local support.