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Transcript of Campaign Management .
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• Campaign Management
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Real-time marketing History
1 Real-time marketing techniques developed during the mid-1990s following the initial
deployment of customer relationship management (CRM) solutions in major retail
banking, investment banking and telecommunications companies. The intrinsic
and prevailing 'heavyweight' nature of the key CRM vendors at this time, who were generally
focused on major back-front office system integration projects, provided an opportunity for niche players within the campaign management
application arena.
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Database marketing Background
1 Shaw incorporated new features into the Kestnbaum approach, including telephone and field sales channel
automation, contact strategy optimisation, campaign management
and co-ordination, marketing resource management, marketing
accountability and marketing analytics
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Political campaign - Political consultants
1 Political campaigns in the United States are not merely a civic ritual
and occasion for political debate, but a multi-billion dollar industry,
dominated by professional political consultants using sophisticated
campaign management tools, to an extent far greater than elsewhere in
the world
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Advertising agencies - Digital agencies (formerly known as interactive agencies or new media agencies)
1 Often, interactive agencies provide: digital lead generation, digital brand development, interactive marketing and communications strategy, rich media campaigns, interactive video brand experiences, Web 2.0 website design and development, e-learning Tools, email marketing, SEO/SEM services, PPC
campaign management, content management services, web application
development, and overall data mining, and ROI assessment
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FICO - History
1 Other well known leading products include Blaze Advisor (Rules/Decisioning creation and management), Debt Manager (Debt Collections and Recovery offers for 1st and 3rd party debt collectors), Customer Dialogue
Manager and Analytic Offer Manager (Marketing propensity and campaign management software for
retail, healthcare, and Financial Service providers), the Decision Management Platform (for Cloud and on-premise deployment of decision and optimization
solutions), and the FICO Analytic Cloud (Software-as-a-Service offers for decision, big-data, and analytic
solutions as well as a market place for distribution of incremental services and technology offers).
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Direct mail - Political usage
1 in the 1980s, the National Congressional Club, and Richard
Viguerie.http://news.google.com/newspapers?
id=jDAqAAAAIBAJsjid=MkcEAAAAIBAJpg=6822,4965524dq=richard+viguerie+direct+mailhl=en With the advent of the Internet in political campaigns, direct mail became just one of many campaign management
tools, but still played a significant role.
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Service delivery platform - Relationship to SOA
1 They usually support common business functions such as quoting,
order management, marketing campaign management or customer
care
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Aprimo
1 Founded in 1998, Aprimo provides business-to-consumer (B2C) and business-to-business (B2B) companies with software as a service|on demand marketing software to manage
several aspects of marketing including Campaign Management|campaign
management, lead management, brand management, e-mail marketing, event
management, performance management, social marketing, spend management, and
workflow and project management.
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Campaign Management - Enterprise Campaigns
1 Enterprise Campaign management solutions allow customer to provide a centralized control point for all data
to be sent to one or (typically) multiple dialers
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Enpocket
1 *Enpocket Platform: a mobile campaign management and delivery
system combining multi-modal mechanics, including SMS, MMS, WAP advertising, and video with predictive
analytics
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Sitecore - Industry recognition and awards
1 * 2014 Gartner Inc's Magic Quadrant for Multichannel Campaign Management:
Visionary
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Next-best-action marketing
1 This practice, direct marketing, typically automated in the form of a campaign management tool, is often product-centric, and usually always
marketing-centric.
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Next-best-action marketing - Benefits and drawbacks
1 Traditional campaign management is very much aligned with
this
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Customer analytics - Data mining
1 There are two types of categories of data mining. Predictive models use previous customer interactions to
predict future events while segmentation techniques are used to
place customers with similar behaviors and attributes into distinct
groups. This grouping can help marketers to optimize their campaign management and
targeting processes.https://store.theartofservice.com/the-campaign-management-toolkit.html
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Arthur J. Finkelstein
1 Finkelstein's specialties are polling, strategy, message, media, ad
placement, and advising on general campaign management.
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Campaign manager
1 In the US, increasingly, campaign management has been a speciality
occupation. The top-tier of managers will move throughout the country working on a different campaign
each election cycle. The challenges of building a successful operation from scratch in less than 2 years makes experienced professionals
increasingly valuable.https://store.theartofservice.com/the-campaign-management-toolkit.html
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Campaign manager
1 In addition to their past experience, experienced campaign managers also bring with them knowledge of campaign management tools and
relationships with political consulting|political consultants.
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Government simulation game - Computer gaming
1 In 1987, On the Campaign Trail was developed as a tool at Kent State
University's political campaign management program, and engaged
students in decision-making regarding the campaigns for United
States Senate elections between 1970 and 1986.Nadine S
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CNNfn - Technological advances
1 *The first with advertising campaign management. The online advertising market
was just being invented while CNNfn's website was being launched. Prior to CNNfn, the online advertising market primarily used weighting for
ad rotations. This would provide a specific advertiser a percentage of views for each page
the ad was displayed. CNNfn worked with industry leader NetGravity to develop the first policy engine that would allow CNNfn.com to
target advertisements based on user demographics.
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OpenTV - OpenTV Advertising
1 The EclipsePlus line of campaign management solutions schedule more than 100 million spots per month, and manage
some $2.5 billion of annual advertising revenue (March
2012).[http://www.nagra.com/dtv/company/newsroom/press-releases/article/?id=1212 NAGRA-OpenTV and Time Warner Cable
Media Extend Advanced Advertising Partnership March 5, 2012 - Cheseaux-sur-
Lausanne|Cheseaux, Switzerland]
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Event-driven marketing - History
1 * Teradata's Relationship Manager (now branded as Aprimo Relationship Manager). NB. Teradata's own blurb on this product does NOT mention
Events or event-driven marketing. It appears to be a perfectly good
example of a campaign management tool and not an EDM product like
those mentioned above.
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Political campaigns - Political consultants
1 Political campaigns in the United States are not merely a civic ritual
and occasion for political debate, but a multi-billion dollar industry,
dominated by professional political consultants using sophisticated
campaign management tools, to an extent far greater than elsewhere in
the world
https://store.theartofservice.com/the-campaign-management-toolkit.html
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Enterprise marketing management
1 EMM consists of other marketing software categories such as Web
Analytics, Campaign Management, Digital Asset Management, Web Content Management, Marketing Resource Management, Marketing Dashboards, Lead Management,
Event-driven Marketing, Predictive Modeling and more
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Pitney Bowes - Significant acquisitions
1 *2010: Portrait Software plc, Henley-on-Thames, England; provides customer-centric solutions that combine advanced customer
analytics with inbound and outbound campaign management.
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Online text-based role-playing game - Real-time human-moderated
1 Some virtual tabletops include text chat in addition to map and image
sharing, campaign management and more
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Jayant Sinha - Political Career
1 During the 2014 election campaign, Sinha worked with Prime Minister Narendra Modi to
help frame national economic policy, including organizing and hosting an international business leaders' forum with Mr. Modi in February 2014. Sinha has been an active
contributor to the BJP's efforts to develop world-leading campaign management technologies
and systems.http://www.business-standard.com/article/current-affairs/modi-to-
woo-financial-elite-next-week-114022000842_1.html
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Phil Hall (journalist)
1 He founded PHA Media in 2005, specialising in areas of PR including crisis and campaign management,
personal profile building, media relations and more recently, digital
communications. Clients include entrepreneur Simon Dolan
(businessman)|Simon Dolan, Duncan Bannatyne; the Ann Summers retail
chain businesswoman Jacqueline Gold and hedge funds IKOS and Elliot
Management.
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