Campaign Analytics & Optimization
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The document describes Datamine's campaign management platform. It includes modules for defining target groups and campaigns, executing campaigns through various channels, analyzing campaign performance, and reporting. The platform uses customer data and segmentation rules to identify target groups. It allows interactive profiling and testing of target groups. Campaign results can be monitored through specialized reports.
Campaign Analytics & Optimization
- 1. Highlights No part of this document may be reproduced. Datamine owns patents, trademarks, copyrights and other intellectual property rights in this document and the presented products. This document does not give you any license to these patents, trademarks, copyrights, or other intellectual property. Datamine is a registered trademark. ‘use.your.data’ is a registered trademark November 2011, datamine ltd Campaign Management Platform
- 2. SourceSystems Customer Analytics API Historical data on: Customer data Purchase & Payment history Segment Definitions & Rules Customer Datamart ETLcomponents Campaign management server Campaign administration, release engine, segment designer, reporting and performance assessment Campaign API Reporting server Reporting objects/ specific implementations along with server-side components and mechanisms Infrastructure Customer Analytics architecture Customer value, Segmentation & Analytical models External models – automated with evaluation & refresh strategies Campaign repository Segments & target groups Exclusion lists & unification rules Performance data Campaign Database Application layer Insight Reporting Specialized environment for dynamic report generation, via cubes Provide customer insight, campaign performance analysis, segment profiling and custom perspectives Based on powerful OLAP models with a wide range of dimensions and measures. Customer Value & Segmentation Standard segmentation schemes including RFM or RFV User-defined segmentation schemes defined via Segment Designer Available trough the enterprise via (a) reports and (b) web services for rapid integration Campaign management Campaign editing & administration Target Group definition Lifecycle management Interactive customer profiling & statistics Randomization engine for control group analysis Execution Channels SMS servers Email servers Call center The web social networks
- 3. www.datamine-it.com3 Campaign management, overview Filtering & Fine tuning Apply special rules for customer exclusion, filter- out logic Customer Communication Personalized communication through the selected channel/scenarios Campaign Analytics Overall campaign evaluation, Insight, KPIs and dashboards Campaign & Target Group Definition explore the customer base, design accurate target group Profile Analysis Analyze target group against demographics, usage and marketing classification info An interactive platform enabling quick campaign definition, customer set building, execution management and performance assessment. The main process is based on iterations on target group design, customer profiling and fine-tuning. Includes Segment designer as the main tool for customer analysis, browsing and sampling Comes with interactive analyzers, customer profiling, performance analysis tools Rich UI, web-enabled (smart client architecture) Integrates with multiple channels, including social media
- 4. www.datamine-it.com4 Campaign management -modules/functions Campaign Editor Define powerful cross-sell/ upsell campaigns, set up the actions associated with the campaign, customers set, products of interest, execution plan, budgeting, performance criteria, admin etc. Segment Designer Define complex target groups, define the customer selection criteria via specialized Rule Engine. Datamine’s Segment Designer exposes a parameterized, pre-configured customer data model, to be used as input for definition of complex rules – the fundamental elements of a customer segmentation scheme/ target group definition Exclusion logic & campaign unification Instant identification of customers participating in more than one campaign Campaign take over (deactivating those customers found active in older campaigns) Campaign Execution framework Incorporates the campaign release package and customer feedback process Segment Profile Analyzer Interactive customer statistics & profiling against several customer-level attributes, instant and interactive profiling as you define your customer target group
- 5. www.datamine-it.com5 Campaign management -modules/functions Specialized Campaign reporting Monitor campaign execution and analyze performance. Specialized reports presenting campaign repository, customers sets, rules, statuses and related statistics Integration framework Integration channels: SMS, mail, direct mail, call center, social media Customer Manager Provides dynamic (as-you-type) search and navigation against the customer database, using powerful text search functions. Enables browsing and analysis functions including a Customer Viewer interactive report Customer Import/Export Wizard Powerful utility which enables the user to load customers from any valid data source and/or enables configurable customer export scenarios, featuring random sampling User Management The underlying administration framework provides advanced user management modules, featuring flexible role definition, admin and monitoring tools. Auditing modules capture actions on certain objects, while auditing is available to authorized administrators via standardized report objects
- 6. www.datamine-it.com6 Campaign Repository & Search Engine List of all campaigns satisfying user’s criteria such as status, critical dates, types or keywords related with the campaign Campaign performance dashboard A wide set of analyzers against campaign performance data (automatically generated for the selected campaign) 1 2 Campaign management – sample UI
- 7. www.datamine-it.com7 The selected campaign Target group logic (rules) Target group profiling 1 2 3 Campaign management – sample UI
- 8. www.datamine-it.com8 2 3 5 The customer model 1 Rule definition (expressions) Affected customers (count) Attribute list of values & stats 4 Segment designer (rule-editor)
- 9. www.datamine-it.com9 2 Export Scenario 1 Export preview Presents the source of the customers, the total number of customers found and the total random number to export (adjustable through the ‘Random Sample Size’ sliding bar). Define here the target file or database – depending on your profile Preview of the set of contracts to be exported (field selection is also available) Campaign management -exporting customers
- 10. www.datamine-it.com10 Campaign Reporting – Performance Analysis
- 11. www.datamine-it.com11 Company Profile Datamine ltd. Datamine was founded in January '05 and is based in Athens, Greece. Datamine is dedicated in redefining the role of information technology within the modern, customer-centric enterprise through innovative data-driven applications Solutions & Services Datamine provides large-scale Information Systems engineering featuring Statistical & Data Mining logic, answering the demanding management information needs of modern, competitive corporations. Solutions offered range from analytical CRM, data modeling & Business Intelligence to loyalty, campaign management and executive information systems Products Datamine has invested on Research and Development of innovative data-intensive systems for modern corporations and the web. Our offering includes CAS – Competition Analysis System (for telecoms and retail industry), Corporate Criterion (general purpose customer satisfaction measurement and modeling platform) and Campaign Management platform Human Resources Datamine’s team demonstrates sound scientific background and extensive professional experience in statistical analysis, data mining, software architecture, data warehousing and B.I. with extended experience In telecommunications, banking and web corporations Major Customers Partners
- 12. George Krasadakis g.krasadakis@datamine-it.com datamine ltd Decision Support Systems 22 Ethnikis Antistasis avenue 15232 Chalandri Athens, Greece T: (+30) 210 6899960 F: (+30) 210 6899968 info@datamine-it.com http://www.datamine-it.com Contact