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Marketing Automation

Marketing Automation. What is it and why it is important for Ogilvy July 2010. WHAT IS UNICA?. Unica is a company selling marketing software solutions. IBM has licensed five modules from Unica The implementation of the Unica products is part of a larger Marketing Transformation Initiative

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Marketing Automation

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  1. Marketing Automation What is it and why it is important for Ogilvy July 2010

  2. WHAT IS UNICA? • Unica is a company selling marketing software solutions. • IBM has licensed five modules from Unica • The implementation of the Unica products is part of a larger Marketing Transformation Initiative • Unica is a strategic partner of Ogilvy NA

  3. Marketing Automation essential to deliver upon strategic priorities

  4. Marketing Transformation Vision From manual disparate processing to automated lead generation & nurturing • Comprehensive Marketing Planning and offer management • Personalized Web offers based on user profile and Web activity • Seamless web registration • End to end analysis; marketing spend through campaign effectiveness to ROI Business Process Transformation Goals Leading We are here • Ability to target campaigns based on web activity • RLM acts upon complete view of customer web activity Industry leading full circle integration and intelligence “Connect the dots” on IBM interactions with the market from beta-to buy, using OnTARGET, Web Presence, Social Media, Unica Modules, Registration systems, Business Partner systems, CRM/Siebel, fulfillment, orders IBM Research predictive models leveraged by Unica platform Differentiating • Automated campaign execution • Automated response capture & routing • RLM acts upon Registration only • Real-time Business Intelligence Common Web registration platform Replace disparate planning tools Integrated Dynamic Web Offers (Unica Interact) Competitive • Disparate tactics in market • Outbound emails, separate events, separate Web tactics • Inconsistent response capture manual follow-up • Manual reporting Leverage Web Analytics (Unica NetInsight) Foundational Integrated Campaign and Response/Lead Management (Unica Campaign & Leads) Separate Web analytics tools Falling Behind Supporting Technology Many separate systems Spreadsheets 4

  5. UNICA’s Modules Marketing Automation Web Tracking 5

  6. Demand Programs Professional Digital Marketing Professional Shared either across a Program(s) or across an IMT Agency Partners New Demand Programs Organization ModelUnica reduces execution time from weeks to days DbM Professional LDR Unica Campaign Unica Leads Unica Collaborate Unica NetInsights

  7. The Myth of Unica’s Role • Unica does not replace all existing Marketing tools • Continue to use marketing planning tools: MPPT, MEPT & BAT • Continue to use event management tools: EST, GRP, AST • Continue to use web registration tools: IWM, ePreference • Unica does replace/eliminate • Web-to-Siebel loads • Euro 4D/ezVRM e-mail execution • Scripting • Focus of Unica initial deployment • Real-time audience selection & tactic execution • Consolidated response capture • Automated response follow-up

  8. Marketing System Topology - Simplified

  9. Sophisticated Response Routing Rules WHY IS IT IMPORTANT FOR IBM? TO FROM Siebel Scripting Eliminated • Interfaces to Unica are automated Each Web tactic requires a script writing in Siebel with average lead time of 6-8 weeks Web Response Set-up Responses processed in Unica • Enabling visibility of all responses Many IMT’s use spread sheets or notes id’s to manage responses sent to LDR’s Complete view of LDR responses Responses available immediately • Unica pulls responses every hour • Doesn’t wait matching No action until response loaded in Siebel. • Pulled from web daily • Matching with Siebel • Manual effort required Instant Lead Follow-up LDR Work Queues Pre-Loaded • Automated routing to LDR • No need to search tactic buckets • LDR Managers can easily reassign responses Web Response Follow-up No automated routing • Responses dropped in buckets • LDR’s manually searches all tactics for responses Campaign performance data received sometimes months later Immediate Campaign Success Data • NA Paid Search - All but 3 responses came from Google Real-time Campaign Reporting

  10. WHY IS IT IMPORTANT FOR OGILVY? The deployment of Marketing Automation provides important opportunities for Ogilvy: • Planning through requires IBM to develop complete contacts strategies early on in the process >> More strategic engagements earlier in the planning process • Move towards more automated customer management through multi-touch activity >> Increased needs for content and offers to be deployed in Nurture steams • eMarketing through eMessage >> Removes competitive advantage for other Digital Marketing Agencies • Automated integrated reporting further down the funnel >> Advanced results analysis and campaign optimization • Definition of target audience segments done directly in Campaign module >> If and where we manage to get access full new level of engagement

  11. Ogilvy Opportunities Consulting & Best Practice Results Analysis Campaign Planning & Nurture Targeting & Audience Sel. Messaging & Offer Strategy DbM Ogilvy Focus Ogilvy BAU Content Creation Training IBM Content & Offer Localiztn Collaborate Tool Operation

  12. Phases of DeploymentPresented at December 14, 2009 LDC Meeting 3 weeks Varies by IMT 4 weeks Ongoing 5 weeks Enablement Rollout Assessment Analysis Operational • Activities: • Begin production tool usage (“Go Live”) • Deployment Support • 1:1 WW to IMT SME support • Activities: • IMT Kickoff • Unica Training • Campaign Tactics planning and program timelines • Activities: • Begin executing tactics independently • e-Care provides first level of support • Phased-in boarding of Programs • Activities: • Tiger Team conducts In-depth assessment review • IMT Completes Prerequisites • Development of plan to close gaps • Activities: • Marketing Automation Introduction / Overview • Unica demonstration • Assessment instruction • Output: • Campaign execution and lead management in Unica • Turnover to e-Care support • Output: • IMT self-assessment of pre-deployment readiness • Output: • IMT-specific boarding plan Output: • Campaign Tactics timelines, flowcharts, creative

  13. Q1 2011 J 2010 Boarding Plan L DB Analysis Enabling Roll Out Operations W 2 Italy Wave 2 7-10 Sep DP DP DP DB W 2 Analysis Enabling Roll Out Operations DP France Wave 2 20-24 Sep L DP DP Analysis Enabling Roll Out Operations L DB W 2 Analysis Enabling Roll Out Operations L DB GCG Wave 2 6-10 Sep DP DP Analysis Enabling Roll Out Operations L DB ANZ Rollout 2-6 Aug DP Japan Rollout 13-17 Sep Analysis Enabling L Roll Out Operations Japan Analysis/Planning 28-30 Jun DB DP DB Benelux Expanded Rollout 4-8 Oct Operations DP Enabling Roll Out Limited Rollout Benelux Limited Rollout 12-16 Jul Analysis Enabling Roll Out Ops Germany Rollout 25-29 Oct Germany Planning 12-13 Aug L DB DP Analysis Enabling Roll Out Ops Alps Rollout 8-12 Nov Alps Analysis/Planning 22-23 Sep L DB DP Roll Out Ops Nordics Rollout 6-10 Dec Analysis Enabling L Nordics Analysis/Planning 30 Sep-1 Oct DP DB LDR Training DBM Training DPP Training Tigers on site DB L DP

  14. GRP Registration Page IBM Landing Page Drive to DM ES0AV – Pulse comes to you ES0AV08D InMktDt10 May ES0AV15M 10 June Without opt-ins ES0AV09W Madrid Event Currently no MAT Template Target Audience ES0AV16E InMktDt 18 May ES0AV16E 3 days later With opt-ins WW Attract • Cross Industry • IT Managers • Security directors • Storage directors • Directors 100-1000 employees Registered? Drive to Email Subject Line 1 Reminder Email Subject line 2 Reminder e-mail Proactive e-mail from list ES0AV08T 18 May Proactive Tele from list

  15. Download Presentations From event Contact me IBM Landing Page ES0AV – Pulse comes to you No further action No ES0AVxxW ES0AVxxE No further action Registrations ES0AV15M Registered? Follow-up email with opt-in Yes Ogilvy Yes Pro-active e-mail from list WW Attract ES0AVxxT Available from DATE with Tele permission Registrations ES0AVxxT DATE Reactive Tele Proactive Tele from list

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