1.3.

1 Plan Campaign Last Updated: 6 December 2019

Build a plan and approach for specific marketing activity to run a campaign to achieve one or more marketing objective. Define campaign objectives, design activities and assets,
conduct further segmentation and personalization as required.

1.3.1.1 1.3.1.2 1.3.1.3 1.3.1.4 1.3.1.5

Define campaign objectives

Define Campaign Budget and and success criteria to
Choose categories and/or
Review Marketing and support marketing goals Develop Campaign Brief Define MQL to SQL Trigger
products for promotion
Business Objectives (include testing strategy as
appropriate)

Digital Marketing Director Digital Marketing Director Digital Marketing Director Digital Marketing Director Digital Marketing Director

1.3.1.6 1.3.1.7 1.3.1.8 1.3.1.9

Allocate Campaign Budget

Segment Customers &
Position Brand and Craft the Design & Create Campaign & Prioritizing Across Channels
Target Customers and/or
Message Assets and in Accordance with
Stakeholders for Campaign
Campaign Goals

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KPIs: KPIs (continued): Leading Practices: Reports/Deliverables:

• Conversion Rate • Video Average View Time • Plan targeted and affiliate campaigns • Campaign Strategy
• Cost per click (CPC) • Brand engagement • Campaign Assets
• Cost per Conversion or Marketing • Brand awareness / recall • Campaign Budget
Operational Metric • Average Session Length • Top Search Keywords
• Cost per Lead (CPL) • Average Session Interval
• Cost per thousand (CPM) • Traffic Volume
• Growth Rate of Entity • Engagement
• Customer Satisfaction (CSAT) • Campaign Performance by Time of Day /
• GRP (Gross Rating Points) Day of Week
• Marketing Qualified Lead (MQL) • On Page Engagement Score / Activity
• Marketing Return on Investment (MROI) Engagement Score
• Net Promoter Score (NPS) • Attrition Rate
• View by Entity • Email Click-to-Open Ratio
• Inbound Sales Call Abandonment Rate • In store vs. Online availability
• Cart Abandonment Rate • Increase or Decrease of inactive customers
• Unique visitors • Promotional Sales Lift
• Content Downloads • Time of Day Traffic
• Unlikes / Unfollow • SKU Engagement Rate
• Virality Rate • Compounded Monthly Growth Rate (CMGR)
• Amplification Rate • Post Reach
• Social Share of Voice (SSOV) • Audience Growth Rate
• Applause Rate • Social Sentiment Score
• Cross/Upsell Success Rate

Note: Process flow summarizes the more detailed view built in a dynamic tool called ARIS which includes as inputs, outputs, service delivery model, platform/tech requirements, automation points, governance/control points, etc.
1.3.2 Set Up & Execute Campaign Last Updated: 6 December 2019

Set-up, execute and monitor the campaigns by tracking data, performance and campaign governance.

1.3.2.1 1.3.2.2 1.3.2.3 1.3.2.4 1.3.2.5 1.3.2.6

Align Key Stakeholders

Develop Campaign Define Campaign Manage & Execute Monitor Campaign and
Across the Relevant Manage Events
Effectiveness Reporting Governance Campaign Manage Campaign Budget
Channels

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Manager Manager Manager

KPIs: Leading Practices: Reports/Deliverables:

• Conversion Rate • Embed Agile Marketing Methodology • Campaign Governance Report

• Email Bounce Rate • Establish Through Channel Marketing Automation • Campaign Management Tracker
• Bounce Rate • Campaign Performance Report
• Open rate
• GRP (Gross Rating Points)
• Marketing Return on Investment (MROI)
• Time of Day Traffic

Note: Process flow summarizes the more detailed view built in a dynamic tool called ARIS which includes as inputs, outputs, service delivery model, platform/tech requirements, automation points, governance/control points, etc.
1.3.3 Qualify Leads Last Updated: 6 December 2019

Identify Marketing Qualified Lead (MQL) requirements and associated key triggers. Define scoring, nurturing and validation of lead status prior to hand-off.

Note: Digital Marketing Manager

1.3.3.1 1.3.3.2 1.3.3.3 1.3.3.4

Define criteria & scoring

Collect & capture leads Qualify & Prioritize Leads Nurture Leads
model

Digital Marketing Manager Digital Marketing Manager Digital Marketing Manager Digital Marketing Manager

1.3.3.5 1.3.3.6 1.3.3.7 1.3.3.8

Source & Analyze Data for Create & Apply Scoring Build Lead Generation
Identify & Validate MQL
Scoring Algorithm Forecasting

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KPIs: Leading Practices: Reports/Deliverables:

• Marketing Qualified Lead (MQL) • Create Continuous Improvement Lead & • Lead Generation Dashboard
Opportunity Management
• Define Lead Scoring Models

Note: Process flow summarizes the more detailed view built in a dynamic tool called ARIS which includes as inputs, outputs, service delivery model, platform/tech requirements, automation points, governance/control points, etc.
1.3.4 Pass Leads to Sales & Capture Lead Resolution Last Updated: 6 December 2019

Hand-over leads from Marketing to Sales based on pre-defined criteria and validate delivery and acceptance by Sales. Identify resolution process for leads that are declined by
Sales.

1.3.4.1 1.3.4.2 Lead is Lost 1.3.4.3

Lost

Align Closed Deals w/

Pass Lead to Sales or Revenue Attribution and
Capture Lead Resolution
intermediaries MROI

Digital Marketing Analyst Digital Marketing Analyst Sales Manager

Won Lead is Won

Needs Work: Passed Back to Marketing Output to 3.3

KPIs: Leading Practices: Reports/Deliverables:

• Affiliate Performance Rates • Create an Automated Sales Funnel • Lead Generation Dashboard
• Conversion Rate

Note: Process flow summarizes the more detailed view built in a dynamic tool called ARIS which includes as inputs, outputs, service delivery model, platform/tech requirements, automation points, governance/control points, etc.
1.3.5 Optimize Campaign Performance Last Updated: 6 December 2019

Review campaign data and performance tracking to determine whetehr objectives are met and utilize learnings for future strategy development and continuous improvement
programs.

1.3.5.1 1.3.5.2 1.3.5.3 1.3.5.4

Review & Analyze Model Measure effectiveness of Capture & Communicate Optimize Campaign Based
Outputs campaign Relevant Insights on Sales Results

Marketing Analytics Marketing Analytics Marketing Analytics

Digital Marketing Manager
Manager Manager Manager

KPIs: KPIs (continued): Leading Practices: Reports/Deliverables:

• Average Time on page • Market Share • Develop Closed-loop Lead Management • Campaign Insights Report
• Click through rates (CTR) • Marketing Qualified Lead (MQL) • Develop Predictive Model Funnel • Customer Concentration Risk (CCR) Report
• Conversion Rate • Marketing Return on Investment (MROI) Management Process
• Cost per click (CPC) • Share of Wallet
• Cost per Conversion or Marketing • Content Downloads
Operational Metric • Active Users
• Cost per Lead (CPL) • Frequency of Visit
• Cost per thousand (CPM) • Video Average View Time
• Gross Retention Rate (Gross Churn) by • Share Rate by Entity
entity • Marketing budget as a % of revenue
• Growth Rate of Entity • Return on Ad Spent (ROAS)
• Customer Lifetime Value (CLTV) • Email Click-to-Open Ratio
• Email Bounce Rate • Quality of Online Product Reviews
• Bounce Rate • Revenue per Visit (RPV)
• Open rate
• GRP (Gross Rating Points)
• Impressions
• Compounded Monthly Growth Rate (CMGR)

Note: Process flow summarizes the more detailed view built in a dynamic tool called ARIS which includes as inputs, outputs, service delivery model, platform/tech requirements, automation points, governance/control points, etc.