A Beginner s Guide to Designing an IBM Campaign. Designed by Xerago

Transcription

1 A Beginner s Guide to Designing an IBM Campaign Designed by Xerago

2 The key point of any successful marketing exercise is to make the customer realize their importance by speaking to them individually

3 IBM s Unica allows marketers to present specific offers to the target customers through the right channels. It not only allows us to design and execute the campaigns but also provides the mechanism to track campaign responses.

4 Reduced costs of marketing campaigns Benefits of IBM Campaign 01 Reduced campaign cycle time and increased campaign volume Improved response rates and business results by increasing the precision of campaign targeting IBM Campaign Enables crosschannel marketing through centralized decision making Deepens customer relationships, loyalty and lifetime value

5 Now, let s look at how you can roll out an IBM campaign Finalization of Business requirements Selection of data sources Selection of Customers De-Dupe DNC Suppression and Second Level Filter Macros & Custom Macros Derived Fields Segmentation Sampling Offer Creation Contact Process

6 Now, let s look at how you can roll out an IBM campaign Finalization of Business requirements Selection of data sources Selection of Customers De-Dupe DNC Suppression and Second Level Filter Macros & Custom Macros Derived Fields Segmentation Sampling Offer Creation Contact Process

7 The business requirements have to be finalized: Customers to be targeted, Customer segments to be classified Offer to be released to these individuals.

8 Now, let s look at how you can roll out an IBM campaign Finalization of Business requirements Selection of data sources Selection of Customers De-Dupe DNC Suppression and Second Level Filter Macros & Custom Macros Derived Fields Segmentation Sampling Offer Creation Contact Process

9 The data sources which contain the relevant data have to be selected and we need to verify the integrity of the data contained therein.

10 Now, let s look at how you can roll out an IBM campaign Finalization of Business requirements Selection of data sources Selection of Customers De-Dupe DNC Suppression and Second Level Filter Macros & Custom Macros Derived Fields Segmentation Sampling Offer Creation Contact Process

11 This the first level of filter applied to the data. This process involves selection of customers who qualify for the campaign - in line with your business requirements.

12 Now, let s look at how you can roll out an IBM campaign Finalization of Business requirements Selection of data sources Selection of Customers De-Dupe DNC Suppression and Second Level Filter Macros & Custom Macros Derived Fields Segmentation Sampling Offer Creation Contact Process

13 This phase refers to the de duplication step. This step essentially removes all the duplicate records and the repetitions which have crept in to the campaign after the initial filter.

14 Now, let s look at how you can roll out an IBM campaign Finalization of Business requirements Selection of data sources Selection of Customers De-Dupe DNC Suppression and Second Level Filter Macros & Custom Macros Derived Fields Segmentation Sampling Offer Creation Contact Process

15 This phase aims at the removal of customers who have qualified after the initial filter criteria but cannot be contacted because They have requested not be contacted (Do Not Call list) or They have already been contacted the maximum allowable times in a specific time frame.

16 Now, let s look at how you can roll out an IBM campaign Finalization of Business requirements Selection of data sources Selection of Customers De-Dupe DNC Suppression and Second Level Filter Macros & Custom Macros Derived Fields Segmentation Sampling Offer Creation Contact Process

17 Macros are inbuilt functions which can be used as is - or combined to achieve tailor made functions which derive statistical and mathematical aggregates from the existing data. When combined with derived fields, they are used to create custom fields or attributes which add to the customers view and help in better classification.

18 Now, let s look at how you can roll out an IBM campaign Finalization of Business requirements Selection of data sources Selection of Customers De-Dupe DNC Suppression and Second Level Filter Macros & Custom Macros Derived Fields Segmentation Sampling Offer Creation Contact Process

19 This phase deals with the creation of derived fields. These derived fields combine pre-existing data (fields) and data manipulation operations to create a tailor made field (attribute) which gives additional information about the selected customers. This additional info can be used further down in the campaign flow for a variety of purposes such as segmentation of the customers.

20 Now, let s look at how you can roll out an IBM campaign Finalization of Business requirements Selection of data sources Selection of Customers De-Dupe DNC Suppression and Second Level Filter Macros & Custom Macros Derived Fields Segmentation Sampling Offer Creation Contact Process

21 All the customer attributes collected thus far whether directly or derived are used in this step to segregate them into different customer segments based on criteria such as: Geographic Economic Loyalty Channel Miscellaneous demographics

22 Geographic: The area of residence of the customer, the proximity of a customer to a particular store or branch etc.

23 Economic: The average balance maintained by the customer, average spending done by a customer during a particular time period or at a particular outlet etc.

24 Loyalty: This pertains to whether the customer already owns certain other products, like a fixed deposit or credit card or a loan etc. or a combination of them.

25 Channel: We can segment people based on the preferred channel to be used to contact them.

26 Miscellaneous demographics: These include age, marital status etc. based on the depth of the data maintained about the customer.

27 Now, let s look at how you can roll out an IBM campaign Finalization of Business requirements Selection of data sources Selection of Customers De-Dupe DNC Suppression and Second Level Filter Macros & Custom Macros Derived Fields Segmentation Sampling Offer Creation Contact Process

28 In sampling, we can collect random samples of the data at any point during the entire campaign to verify the integrity of the processed data. Samples can be collected as a percentage of the total record count or directly the number of records needed in the sample.

29 Now, let s look at how you can roll out an IBM campaign Finalization of Business requirements Selection of data sources Selection of Customers De-Dupe DNC Suppression and Second Level Filter Macros & Custom Macros Derived Fields Segmentation Sampling Offer Creation Contact Process

30 This step focuses on creating the offer that has to be given to the customer via the campaign, to entice him to buy the product. In a single campaign, it is possible to roll out multiple offers to different segments of customers and the offers can be customized for each segment specifically.

31 Now, let s look at how you can roll out an IBM campaign Finalization of Business requirements Selection of data sources Selection of Customers De-Dupe DNC Suppression and Second Level Filter Macros & Custom Macros Derived Fields Segmentation Sampling Offer Creation Contact Process

32 This is the final step in the IBM Campaign application. Here we collect all the entities (customers) that are passed through all the various levels of filters and segmentation. We add required attributes such as segment name, communication channel to be used, contact information, customer name and other essential information needed to contact the customer.

33 This collective information is put in an appropriate format and then sent to different segments through a mail list/call list. The channels then contact the customer - and the contact history is recorded by the campaign to continue the process.

34 Designed by