crown partners: achieving marketing nirvana - campaign, systems and analytics integration

©2009 Crown Partners. All Rights Reserved

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©2010 Crown Partners. All Rights Reserved

Achieving MarkeCng Nirvana: Campaign, Systems & AnalyCcs IntegraCon

Day Ignite Conference

October 2010

©Crown Partners, All Rights Reserved 10/18/10 2

•  How do I get the best return on my campaign investment?

•  How do I build a reusable campaign model?

•  I need integrated reporting from my systems and campaigns!

•  How can I best work with IT/Marketing to maximize efforts and streamline

implementation?

•  How can I scale my digital marketing infrastructure?

•  Is there a better way to work with Agencies?

•  How can I build a program to achieve my desired future state without taking

it all on at once?

The Digital MarkeCng Quandary


5M’s of a Digital MarkeCng IniCaCve

•  Market Defines the segment of target customer base the iniCaCve or campaign will address

•  Message Provides the pitch or communicaCon strategy for that market based on the strategy

•  Method Delivers the channels, tools, and execuCon method for the message

•  Metrics Tracks and monitors the effecCveness of the message and mechanism

•  Management Governs the long-‐term strategy and execuCon of the campaign or iniCaCve

•  Infrastructure Provides the plaZorm and integraCon points into the enterprise


•  Develop personas and segments

•  Define a creaCve and differenCated message

•  No limits to creaCve license

•  Due date is the priority

•  All-‐in-‐one soluCon for simplicity

•  Technology trails market and message

•  Work around IT

•  Build from scratch

•  Non-‐enterprise “temporary” technology

•  Limited to product group or division

•  Avoid integraCon points

Campaign CharacterisCcs

Pros:

•  Hits date coordinated with broadcast messages

•  High quality message and creaCve vision

•  Fewer vendors involved

•  Less distracCon with more complex technology

•  Custom soluCon

Market

Personas Awareness

Message Method

Website Website Widget

SEO/SEM

Metrics

Web Analytics

Management

Strategy

Infrastructure

Hosting


Scaling the “All-‐in-‐One” Model

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•  MulCple agencies

•  High cost per campaign

•  Low technology depth

•  No turn-‐key soluCons

•  Lack of alignment

•  Highly empowered

•  ProliferaCon of duplicate technologies

•  Lack of content reuse

•  No volume discounts

•  High upgrade costs

•  Disparate analyCcs

•  Lack of integraCon of technologies

•  Poor customer experience

•  Decelerated maturity

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Changing the Delivery Model

•  MarkeCng is great at market definiCon,

research and message creaCon. These

necessarily differ from campaign to

campaign.

•  ExecuCon of campaigns requires a

“designed” and integrated plaZorm to

achieve scalability and efficiency.

•  More efficiency in turn generates more

funding for more scope and beher

effecCveness.

•  Cross-‐campaign measurement systems

provide apples to apples comparisons and

beher decision making by execuCves.

•  Program-‐level management ensures the

whole system works together over the long

term.

•  More stable and standardized markeCng

technology systems allow for Cghter

integraCon to back-‐end infrastructure.

Babies Teething



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Teens With Acne



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Children Under 12

With Juvenile Diabetes



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Pregnant Women

With High Blood

Pressure SomeDrug.com

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Men over 50

If You Have High

Cholesterol ... SomeDrug.com

Register now


Metho

d

Infrastructure

Metrics

Managem

ent


Governance

Collaboration

Strategy

PMO

Management

AcquisiCon

Message

AcCvaCon

CulCvaCon

RetenCon

Geography

Market

Industry

Personas

Demo/ Psycho-‐ graphics

Infrastructure

Hosting

CRM/SFA

Database

ERP/Fulfillment

Metrics

Web Analytics

Dashboards

P&L Analysis

DAM

WCM

Rich Internet Apps/Flash

Website Widgets

Video

Method

Search

SEO/SEM

ETL

Design

Copywriting

Mobile

Websites

eCommerce

Email

Communities

Social Media

“Designed” Digital MarkeCng PlaZorm


Program Roadmap


Social Media Measurement Governance

  Groups develop & follow internal strategy without alignment

  Strategies do not align with overall company objec<ves

  Recognizes value of unified strategy

  Unsure how to create strategy

  Ini<al strategy but limited in scope

  No measurement strategy

  No recogni<on of need

  Custom repor<ng u<lized

  Online marke<ng assessed separately from web analy<cs

  Most digital media programs tagged

  Basic tracking of engines & keyword phrases

  Online marke<ng not connected to web analy<cs

  Some program tagging   No tracking of online search

  Not doing online marke<ng

  No tracking online marke<ng

  Social media plan is followed consistently

  Fully par<cipates in discussion and forums

  Tools are configured for alerts

  Good understanding of social media

  Manual analysis of data   Limited par<cipa<on in discussions

  Limited understanding of social media

  Limited manual analysis of available data

  Limited benchmarking against compe<<on

  Integra<on of mul<ple on and offline sources

  Data provides cri<cal insight into brand

  Understands available sources of data & rela<onship to other sources

  Basic integra<ons, various measurement & tools

  The value of data integra<on is understood

  Limited or no ability to design or configure data integra<ons

  No integra<on of data sources

  No in-‐house technical ability

  Limited or no understanding of integra<on

  Governance is used pervasively

  Governance guides some basic ac<vi<es

  The need for governance is understood, but few if any processes and procedures in place

  No governance or processes are used in the digital marke<ng measurement program

  No understanding of social media

  No benchmarking against industry compe<tors

  Unified measurement strategy throughout organiza<on

  Strategy fully aligned with organiza<on

Data Integra<on

  Data integra<on plan aligns with strategy and business objec<ves

  Fully integrated and con<nuously op<mized

  All digital adver<sing tagged

Online Marke<ng

AcceleraCng Digital Maturity-‐ Before


Social Media Measurement Governance

  Groups develop & follow internal strategy without alignment

  Strategies do not align with overall company objec<ves

  Recognizes value of unified strategy

  Unsure how to create strategy

  Ini<al strategy but limited in scope

  No measurement strategy

  No recogni<on of need

  Custom repor<ng u<lized

  Online marke<ng assessed separately from web analy<cs

  Most digital media programs tagged

  Basic tracking of engines & keyword phrases

  Online marke<ng not connected to web analy<cs

  Some program tagging   No tracking of online search

  Not doing online marke<ng

  No tracking online marke<ng

  Social media plan is followed consistently

  Fully par<cipates in discussion and forums

  Tools are configured for alerts

  Good understanding of social media

  Manual analysis of data   Limited par<cipa<on in discussions

  Limited understanding of social media

  Limited manual analysis of available data

  Limited benchmarking against compe<<on

  Integra<on of mul<ple on and offline sources

  Data provides cri<cal insight into brand

  Understands available sources of data & rela<onship to other sources

  Basic integra<ons, various measurement & tools

  The value of data integra<on is understood

  Limited or no ability to design or configure data integra<ons

  No integra<on of data sources

  No in-‐house technical ability

  Limited or no understanding of integra<on

  Governance is used pervasively

  Governance guides some basic ac<vi<es

  The need for governance is understood, but few if any processes and procedures in place

  No governance or processes are used in the digital marke<ng measurement program

  No understanding of social media

  No benchmarking against industry compe<tors

  Unified measurement strategy throughout organiza<on

  Strategy fully aligned with organiza<on

Data Integra<on

  Data integra<on plan aligns with strategy and business objec<ves

  Fully integrated and con<nuously op<mized

  All digital adver<sing tagged

Online Marke<ng

AcceleraCng Digital Maturity -‐ Aker


PetSolu<ons

$50M online pet and pet care website for 75-‐store retail chain

•  ImplemenCng rebuilt eCommerce soluCon on ElasCc Path

•  Managing merchandising, shipping, and printed catalog integraCon

•  Developing Social Media strategy and implemenCng blog management

•  Managing SEO/SEM strategy •  Providing managed services for

digital markeCng plaZorm infrastructure

•  Providing PMO and strategic consulCng over 3 years

Success Stories


Success Stories

Crown Partners

Global technology enabled sales and markeCng consulCng firm.

Implemented corporate website on Day CQ5.2

•  DramaCcally improved user experience

•  Significant increase in response rates from web conversions

•  90% decrease in page add Cme •  66% increase in content creaCon

speed

•  80% increase in graphic replacement speed

•  Instant landing page creaCon •  Conversion from prior system

completed in less than a month

©Crown Partners, All Rights Reserved

WHO WE ARE: Founded in 2001 by industry veterans with a unique vision, Crown Partners set out to become a leading firm focused on enterprise informaCon management. In less than a decade, Crown has grown into a leading internaConal provider of unparalleled domain experCse for the integraCon of informaCon management and

interacCve markeCng iniCaCves to drive cost-‐effecCve growth. We provide field-‐proven sokware products, quality professional services and educaConal resources that

opCmize performance of the the world’s leading Global 2000 companies.

13

WHAT WE DO: With more than 10 years of focus on digital soluCons and nearly half of the Fortune 100 as customers, Crown teams are able to draw on a long list of successful client engagements

and an internal culture that nourishes excellence, integrity and energy. When you hire Crown, you hire the collecCve experience of the enCre company led by an ever-‐expanding roster of senior talent drawn from a wide range of industries and educaCon. Our best-‐in-‐class enterprise digital strategies achieve the cross-‐funcConal goals of CTOs, CIOs and CMOsand enable organizaCons to drive out operaConal costs while improving the customer experience.

OUR PROFILE: Profitable since incepCon and 5 Cme member of the Inc500 fastest growing companies, Crown remains privately held by its execuCve management team headquartered in Dayton, OH, a city rich with a history of invenCon and innovaCon.


-  Cross Platform Data -  Multi Channel Data

-  Multiple Data Sources

-  Multiple Dashboards -  Conflicting Summaries

- Guessing -  Trial and Error

crown partners: achieving marketing nirvana - campaign, systems and analytics integration

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