Most direct marketers are struggling to optimize marketing across multiple channels. Many marketers are also trying to create a customer centric marketing eco-system that both generates and captures demand across all interaction channels. Achieving success for these initiatives requires a consolidated view of the customer across all channels and an innovative approach to campaign management.
Enter the new era of campaign management
Campaign management within the Entiera Interactive Marketing Platform is designed to empower the marketer to apply a customer centric approach to their marketing strategy. Because the system is built on top of a consolidated and comprehensive customer centric marketing database, all customer and prospects attributes are available to the marketer to target communications in minutes using any attribute including customer behavior, purchase history, campaign history, response history, customer value, demographic (or firmographic) or stated customer preferences. Segments can then be split into cells which encompass a communication stream. These "Treatments" can be comprised of different creative, offers or test plans and include one or many marketing channels. Finally, any suppressions are applied to provide the final counts per channel for marketing endeavors. Since all marketing assets can be stored within the system, marketers can see how each treatment will actually look for each user.
Marketers are also able to create event driven or triggered campaigns that are monitored by the system. Events can be based on changes in customer history, such as an increased balance in an account, or on discreet customer behaviors, such as a purchase or inquiry to the website. This approach helps marketers create a customer centric marketing eco-system that both generates and captures demand.
Once customers and treatments are defined, the user can specify details of the execution. This includes production and fulfillment costs, scheduling parameters, test and control lists, seed list and other valuable functions in the campaign management process.
The Entiera Interactive Marketing Platform also deals with the details of response allocation through closed loop data integrations with customer interaction points. Configurable business rules allow marketers to allocate responses properly to each marketing channels, creating more insight into how customers actually interact during the complete buying cycle rather than just at a purchase point.
Because reporting and monitoring is included within the system, graphical views of campaign performance are easily defined at multiple organizational levels. This allows both the data analyst and the Chief Marketing Officer a customized view of the marketing eco-system to measure and monitor efficacy of the marketing budget.