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Operational Campaign Management (OCM)
Presented by Christian WrightChief Technology Officer, Merkle
February 19th, 2009
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Agenda
• Operational Campaign Management (OCM)– Definition
• Marketers Needs– Global
– Tactical
• OCM with Alterian
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OCM Context
• The Campaign Management process provides NO
incremental business value
– Campaign management is a necessary operational process, that
delivers no incremental business value
– The best you can ever do is not to hurt the business
– Everyone believes they have created the ultimate “Secret-
Sauce” process that provides a competitive advantage – there is
no sustainable competitive advantage at the operational level
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OCM Definition
• The process of integrating and optimizing People,
Process and Technology to minimize the time and effort
spent in the campaign management process.
– Efficient utilization of resources
– Accurate development of campaigns
– Reliable results
– Repeatable process
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OCM Gap
• Executives focus on strategic objectives
– CRM
– Programs
– ROI
• Tacticians get lost in the process
– Focus on lists
– The process becomes king
– Marry business process with technical capabilities
• Gap between strategy and Implementation causes waste
Tactical Campaign Selects
IMPLEMENTATION GAP
StrategicMRM
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Marketers Needs – Environmental Challenges
• Media Fragmentation– Addressable media continue to fragment causing logistical and
management nightmares for Marketers
• Reduced Cycle Times – Campaign cycle times continue to be reduced – if you aren’t
running daily campaigns of some sort you soon will be
• Balance– How do I balance flexibility and responsiveness with control and
repeatability
• Reduced Budget/Limited Resources – More with less
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Marketers Needs – Operational Needs
• Streamline – Streamline campaign management processes
• Eliminate Redundancy– Capture and share data one via integrated tool sets
• Reduce Cycle Times – Reduce campaign cycle times from ideation to selection
– Examples:• Client 1: 21 days to 7 days
• Client 2: 60 days to 5 days
• Client 3: 7 days to same day
• Integrated Solutions– Integrate all components of the solution to create a closed loop
marketing environment
• Enable End Users – Allow end-users to perform “what-if” scenario planning
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Marketers Needs – Common Sentiments
• “I have a Complex Process, because my business is
unique…”
• “I have an Integrated Solution…using MS Word and
Excel”
• “If you fit within our template campaigns are easy to
implement”
• “Our process is too complex for a campaign
management tool”
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WordWord
Powerpoint Powerpoint
Visio Visio
Campaign Tool Campaign Tool
Current Toolset
Man
ual
Marketers Needs – Existing Process
Typical Campaign Process:
•Uses familiar tools
•Is people intensive
•Creates lot’s of redundant work
•Tries to manage risk with
redundancy
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OCM – Existing Processes
Sample Process – Elapsed Time (20 + Days)
Sam
ple
Clie
nt
Business Owner Conceptualizes
Campaign
Sufficient Quantity?
NO
CampaignApproved?
Campaign analyst creates campaign
template
Experimental Design
Required?
NO
Analytics Refines Experimental
Design
YES
Excel: Campaign Specification
NO
YES
Word: Campaign specifications
document entered
PowerPoint: Request for
Campaign Created
Campaign Request
Submitted
Campaign Review Meeting
Campaign Analyst Runs
Counts
Campaign Approval Meeting
NO
YES
Campaign Analyst reviews
design for compliance with
CR / Matrix
Design Meeting with
BSA
Excel: BA Authors Campaign Design
Document
NO
YES
Campaign List QC Approval
Process
BA approves Visio
Visio: – BSA Authors / QA the Campaign Visio
Diagram
NO
NO
YES
Campaign List report Generated Prior to Launch
Campaign Analyst verifies
list report / counts and approves
Passes Supplier QC
Excel: Waterfall report provided to
Marketing
Marketing List Output file provided to Fulfillment
Vendor
Execute Supplier Campaign Production
Process including final QC pass
Agency Runs Final QC (Tab counts) on list
output
Excel: Waterfall report provided to
CRM Team
List Fulfilled to Customer Files
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OCM – Best Practices
• Eliminate redundant data entry • Remove unnecessary handoffs between groups • Automate as much of the process as possible • Plan for change – any technology solution must be able
to be flexible• Minimize the number of tools users need to manage the
process • Move people closer to the data, make it easier for people
to answer questions • Change (people and process) will be your single largest
hurdle to overcome plan for it accordingly
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OCM with Alterian
• Design Features/Benefits:– Campaign management focused system that allows
• Workflow management
• Data visualization and “what-if” planning for business users
• High speed access to the data
• Integrated environment eliminates redundant data entry
• Technology:– Alterian AMS Suite (Matrix Creation, Selection, What-If)
– Alterian Organizer (MRM, Quick Counts, Brief Creation)
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OCM with Alterian
WordWord
Powerpoint Powerpoint
Visio Visio
Alterian OrganizerAlterian Organizer
• Web-Based Campaign Brief • Work Flow Management • End User Quick Counts
Alterian Selection Alterian Selection PlannerPlanner
• Matrix Creation• Campaign Selection
Campaign Tool Campaign Tool
Current Toolset New Toolset
Man
ual
Autom
ated
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OCM with Alterian – Organizer/Selection Planner
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OCM with Alterian – Organizer/Selection Planner
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OCM with Alterian – Organizer/Selection Planner
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OCM with Alterian – Process
Approved
Campaign Matrix:Refined Matrix
YES
YES
NO
Stop
1.3Campaign
Review and Approval Meeting
Campaign Request:
3.1Cross-
Functional Campaign
Review
1.1 Data Exploration
to Determine Campaign Viability
Campaign Matrix:Initial Counts
Available
4.1Initial
Production Campaign
Run
4.2Merkle QC
Process
Pass?
NO
Campaign Data Quality Artifacts: Matrix, reports, etc
YES
5.1 Campaign
Quality Artifact Review
Pass
3.3Refine Campaign
Matrix (2)NO
YES
5.2Campaign
Output Process
Files
QC Documentation
Approve?
6.1Files
Released
YES
1.0 Campaign Ideation 2.0 Campaign Setup3.0 Campaign Refinement
4.0 Campaign Processing 5.0 Campaign Review 6.0 Campaign Output
1.2Create
Campaign Request
2.2Create/Modify
Campaign Matrix
(In Alterian)
1-5 Business Days Based on Campaign Complexity Elapsed Time =
Client
Merkle
Joint
3.2Refine
Campaign Matrix (1)
2.1Campaign
Brief Creation (in Alterian)
Campaign Brief:
5.3Campaign
Output Review
NO
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Summary
• Focusing on Operational Campaign Management will…– Save Marketers time and money – Reduce reliance on resources – Align tactical implementation with strategic goals – Create a more reliable and repeatable process
• Don’t underestimate the organizational change required to achieve it
• Don’t expect the tool to do the work for you, just to enable it
• Remember the 3 certainties in life…– You pay taxes – You die – Marketing always changes, so plan for it…
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Questions
Contact :
Christian Wright
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