Note omni channel
- 1. Discussion Note – Campaign Ops in an Omni Channel Environment Confidential Omni channel Note Page 1 PreparedbyAditya Madiraju on18th July2016 Campaign Operations Landscape If anything typifies the ambitions of modern marketers, it’s the “O” word — omni channel. We give much lipservice tothiscommongoal of engagingcustomersinseamless and timely experiences across touch points. The primaryreasonforthat is the actionable environmentinwhichcampaigndeployment happen – a siloed state (fig 1) due to focus on Product centricity instead of customer centricity. Yet,in reality,it’snotsoeasyto enable these typesof ubiquitous experiences across a large marketing technologystack,muchlessenhance it (fig2). What’srequiredisasophisticateduse of datathat reveals the attributes of real people along with the ability to take action on behaviors in real time, such that the Bank helps the customers in their journey. However, if we are still focused solely on cookies or visitors, one is missing the larger opportunity to connect with customersand deliver the most relevant interactions. Fig 1: Typical CampaignDeployment Environments Fig 2: Typical Omni channelDeploymentEnvironment
- 2. Discussion Note – Campaign Ops in an Omni Channel Environment Confidential Omni channel Note Page 2 PreparedbyAditya Madiraju on18th July2016 Operationalizing Omni Channel Game Plan To achieve operationalexcellence fordeliveryof an Omni Channel experience,deployment will address the challenge of “Rubik’s Cube of Agility – Perspective, Technology & Paradigm” through seamless functioning of 3 critical platforms - Learning, Listening & Participatory (fig 3). a. Learning Platform is one that provides the capability of learning, Unlearning & relearning using data driven decision frameworks based on descriptive, predictive, prescriptive analytics. b. Listening Platform is one that provides capability of listening to customers, prospects & well-wishers usingcombinationof customersurveys, panelists, brand recalls, sentiments & opinions. c. Participatory platform is one that provides capability to interact, engage & communicate with the customers through Facebook, WhatsApp, LinkedIn Groups, Twitter, Pinterest to mention a few. The Technology Stack When it comes to Marketing technology, Omni Channel technology is probably the most evolved & involved, as, it seeks to automate data, information & decisions across empowered touch points (fig4) on a 2-waystreet.Generally, it is found that the following six(6) classes of marketing technology seemed to logically fit together into a semblance of meaningful structure: 1. Internet services such as Facebook, Google, and Twitter that underlie today’s marketing environment. 2. Infrastructure such as databases, big data management, cloud computing, and software development tools. Fig 3: an Omni ChannelRubik’s Cube –Operationalparadigm strategy Fig 4: Technology Stack -Interdependenceofan Omni Channel
- 3. Discussion Note – Campaign Ops in an Omni Channel Environment Confidential Omni channel Note Page 3 PreparedbyAditya Madiraju on18th July2016 3. Marketing Backbone Platforms such as Customer Value Management, Analytics, marketing automation, Web Content Management, and e-commerce engines. 4. Marketing Middleware such as DMPs, CDPs, tag management, cloud connectors, user management, and API services. 5. Marketing Experiences — more specialized technologies that directly affect prospects and customersacrosstheirlifecycle,suchasadvertising,email, social media, SEO, content marketing, A/B testing, marketing apps — the “front-office” of modern marketing. 6. Marketing Operations — the toolsanddata for managingthe “back-office”of marketing, such as, Data mining, Data farming, MRM, DAM, and agile marketing templates. Productivity Hack As noted by most experts, the last mile connectivity is a very critical link for the overall success of the initiative! Hence, the resources require differentiated skills to execute throughout the Marketing Lifecycle of Listening, Engaging, andCommunicating&Converting. Therefore, a successful Omni channel campaign process will utilize & enable the technology to act as conversation moderators, bringing products, services & tools together (fig 5). Specifically, the team will be multi- dimensional, capable of implementing the campaign Operations’ agenda of Processization, Micro-services, Productizing techniques & Monetizing capacity & capability through programmatic buying. To meet this objective, broadly speaking, the team skills will be divided into 2 categories – Data Engineering & Campaign Deployment. Fig 5: Omni Channel Technology Stackas Conversation Moderator Data Engineering Skills Campaign Deployment Skills