Crown Partners: Achieving Marketing Nirvana - Campaign, Systems and Analytics Integration
- 1. Add Other Company Logo Here Achieving MarkeCng Nirvana: Campaign, Systems & AnalyCcs IntegraCon Day Ignite Conference October 2010 ©2009 Crown Partners. All Rights Reserved ©2010 Crown Partners. All Rights Reserved
- 2. The Digital MarkeCng Quandary • 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? 10/18/10 ©Crown Partners, All Rights Reserved 2
- 3. 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 10/18/10 ©Crown Partners, All Rights Reserved 3
- 4. Campaign CharacterisCcs • Develop personas and segments Pros: • Define a creaCve and differenCated message • Hits date coordinated with broadcast messages • No limits to creaCve license • High quality message and creaCve vision • Due date is the priority • Fewer vendors involved • All-‐in-‐one soluCon for simplicity • Less distracCon with more complex technology • Technology trails market and message • Custom soluCon • Work around IT • Build from scratch • Non-‐enterprise “temporary” technology • Limited to product group or division • Avoid integraCon points Personas Awareness Website SEO/SEM Web Strategy Hosting Website Widget Analytics Market Message Method Metrics Management Infrastructure 10/18/10 ©Crown Partners, All Rights Reserved 4
- 5. Scaling the “All-‐in-‐One” Model If You Have • MulCple agencies Men over High 50 Cholesterol . .. Register SEO/Google Adwords Google Analytics Microsites Agency- • High cost per campaign SomeDrug.com now hosted • Low technology depth Pregnant With High • No turn-‐key soluCons Blood Women Pressure • Lack of alignment Register SEO/Google Adwords Google Analytics Agency- SomeDrug.com Microsites now hosted • Highly empowered With Children Under 12 Juvenile • ProliferaCon of duplicate technologies Diabetes Register SEO/Google Adwords Google Analytics Microsites Agency- SomeDrug.com now hosted • Lack of content reuse • No volume discounts Teens With Acne SomeDrug.com Register now SEO/Google Adwords Google Analytics Microsites Agency- hosted • High upgrade costs • Disparate analyCcs Babies Teething • Lack of integraCon of technologies Register SEO/Google Adwords Google Analytics Agency- • Poor customer experience SomeDrug.com Microsites now hosted • Decelerated maturity Women Post over 55 Menopausal Register SEO/Google Adwords Google Analytics Agency- SomeDrug.com Microsites now hosted 10/18/10 ©Crown Partners, All Rights Reserved 5
- 6. Changing the Delivery Model • MarkeCng is great at market definiCon, research and message creaCon. These If You Have necessarily differ from campaign to Men over High 50 Cholesterol . .. SomeDrug.com Register now SEO/Google Adwords Google Analytics Microsites Agency- hosted campaign. • ExecuCon of campaigns requires a With High “designed” and integrated plaZorm to Pregnant Blood Women Pressure SomeDrug.com Register now SEO/Google Adwords Google Analytics Microsites Agency- hosted achieve scalability and efficiency. More efficiency in turn generates more Infrastructure • Management Method Metrics With funding for more scope and beher Children Juvenile Under 12 Diabetes SomeDrug.com Register SEO/Google Adwords Google Analytics Microsites Agency- effecCveness. now hosted • Cross-‐campaign measurement systems provide apples to apples comparisons and Teens With Acne Register SEO/Google Adwords Google Analytics Microsites Agency- beher decision making by execuCves. SomeDrug.com now hosted • Program-‐level management ensures the whole system works together over the long Babies Teething Register SEO/Google Adwords Google Analytics Microsites Agency- term. SomeDrug.com now hosted • More stable and standardized markeCng technology systems allow for Cghter integraCon to back-‐end infrastructure. 10/18/10 ©Crown Partners, All Rights Reserved 6
- 7. “Designed” Digital MarkeCng PlaZorm Geography AcquisiCon DAM Mobile ETL Strategy Database Websites WCM SEO/SEM P&L Analysis Industry AcCvaCon CRM/SFA PMO eCommerce Rich Internet Apps/Flash Web Search Analytics Collaboration Hosting Personas CulCvaCon Email Website Design Dashboards Widgets Communities Governance ERP/Fulfillment Demo/ Psycho-‐ RetenCon graphics Video Copywriting Social Media Market Message Method Metrics Management Infrastructure 10/18/10 ©Crown Partners, All Rights Reserved 7
- 8. Program Roadmap 10/18/10 ©Crown Partners, All Rights Reserved 8
- 9. AcceleraCng Digital Maturity-‐ Before Measurement Online Marke<ng Social Media Data Integra<on Governance Unified measurement Social media plan is Governance is used Fully integrated and Data integra<on plan strategy throughout followed consistently pervasively con<nuously op<mized aligns with strategy and organiza<on Fully par<cipates in All digital adver<sing business objec<ves Strategy fully aligned discussion and forums tagged with organiza<on Tools are configured for Integra<on of mul<ple on Custom repor<ng u<lized alerts and offline sources Data provides cri<cal Online marke<ng Groups develop & Good understanding of insight into brand Governance guides assessed separately from follow internal strategy social media Understands available some basic ac<vi<es web analy<cs without alignment Manual analysis of data sources of data & Most digital media Strategies do not align Limited par<cipa<on in rela<onship to other programs tagged with overall company discussions sources Basic tracking of engines objec<ves Basic integra<ons, various & keyword phrases measurement & tools Recognizes value of Online marke<ng not Limited understanding of The value of data The need for governance unified strategy connected to web social media integra<on is understood is understood, but few if Unsure how to create analy<cs Limited manual analysis Limited or no ability to any processes and strategy Some program tagging of available data design or configure data procedures in place Ini<al strategy but No tracking of online Limited benchmarking integra<ons limited in scope search against compe<<on No measurement Not doing online No understanding of social No integra<on of data No governance or strategy marke<ng media sources processes are used in No recogni<on of need No tracking online No benchmarking against No in-‐house technical the digital marke<ng marke<ng industry compe<tors ability measurement program Limited or no understanding of integra<on 10/18/10 ©Crown Partners, All Rights Reserved 9
- 10. AcceleraCng Digital Maturity -‐ Aker Measurement Online Marke<ng Social Media Data Integra<on Governance Unified measurement Social media plan is Governance is used Fully integrated and Data integra<on plan strategy throughout followed consistently pervasively con<nuously op<mized aligns with strategy and organiza<on Fully par<cipates in All digital adver<sing business objec<ves Strategy fully aligned discussion and forums tagged with organiza<on Tools are configured for Integra<on of mul<ple Custom repor<ng u<lized alerts on and offline sources Data provides cri<cal Online marke<ng Groups develop & Good understanding of insight into brand Governance guides assessed separately from follow internal strategy social media Understands available some basic ac<vi<es web analy<cs without alignment Manual analysis of data sources of data & Most digital media Strategies do not align Limited par<cipa<on in rela<onship to other programs tagged with overall company discussions sources Basic tracking of engines objec<ves Basic integra<ons, & keyword phrases various measurement & Recognizes value of Online marke<ng not Limited understanding of tools The need for governance unified strategy connected to web social media The value of data is understood, but few if Unsure how to create analy<cs Limited manual analysis integra<on is any processes and strategy Some program tagging of available data understood procedures in place Ini<al strategy but No tracking of online Limited benchmarking Limited or no ability to limited in scope search against compe<<on design or configure data integra<ons No measurement Not doing online No understanding of social No integra<on of data No governance or strategy marke<ng media sources processes are used in No recogni<on of need No tracking online No benchmarking against No in-‐house technical the digital marke<ng marke<ng industry compe<tors ability measurement program Limited or no understanding of integra<on 10/18/10 ©Crown Partners, All Rights Reserved 10
- 11. Success Stories 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 10/18/10 ©Crown Partners, All Rights Reserved 11
- 12. 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 10/18/10 ©Crown Partners, All Rights Reserved 12
- 13. 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. 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. ©Crown Partners, All Rights Reserved 13
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- 16. 10/18/10 ©Crown Partners, All Rights Reserved 16
- 17. Thank You Guy Sulzberger Kathryn Kendell VP WaM Prac<ce VP Marke<ng 937.723.2300 937.7232333 10/18/10 ©Crown Partners, All Rights Reserved 17
- 18. - Guessing - Trial and Error - Multiple Dashboards - Conflicting Summaries - Cross Platform Data - Multi Channel Data - Multiple Data Sources ©Crown Partners, All Rights Reserved 18