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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

cwright@merkleinc.com