Real-time Online Marketing System

Business Challenge

Online Marketing organisations require Real-time Marketing Systems that provide the functionality, reporting capability, flexibility, configurability and robustness to meet current and future Online Marketing requirements. Specifically, Online Marketing requires:

• Greater Campaign Control
• High quality information in an easy to understand format to enable effective business decision making
• Real-time Reporting on Marketing Campaign progress
• Return on Investment (ROI) and Key Performance Indicator (KPI) information
• Automatic Reminder functionality
• Automatic Response functionality
• Low costs to allow the testing of Marketing ideas

Solution

The solution delivered to Online Marketing was a Real-time Dashboard which integrated with other existing Marketing Systems. This enables the carrying out E-mail Marketing Campaigns and automatically translates complex customer, tracking and click through data into simple and coherent sets of information that allow Marketers to assess Campaign effectiveness and make informed proactive business decisions.

The Real-time Dashboard integrates with the systems below. In the event that these systems do not exist, then Equion Consulting will provide them as part of the overall solution

• Customer Relationship Management Systems
• Marketing Database Systems
• E-mail Systems
• Tracking Systems

Business Benefits

A large number of benefits were delivered through the implementation of this solution. it should be noted that all information relating to individual Campaigns and stored in the Customer Relationship Management System or other Marketing System can then be extracted and presented in a meaningful and useful way via the Dashbaord. The benefits gained from this solution include:

• Campaign Control - Management of all E-mail Campaigns via the Real-time Marketing Dashboard Control
• Real-time Campaign Information - View reports on the effectiveness of a particular Marketing Campaign, for example, track responses; know what initiative a contact responded to; view e-mail campaign deliverability, open-rates and click-through rates
• Better Decision Making - The information readily available enables Online Marketing to identify what works and what does not work enabling losses to be cut early
• Flexibility - Ability to easily make changes
• Marketing Code and Links Tracking - Viewed on the Dashboard in Real-time
• Measurable Results - E-mail campaigns would be fully trackable, with up to the minute statistics delivered to the Dashboard enabling Marketing to view Campaign progress
• Return on Investment - ROI information available for review on the Dashboard
• Low Campaign Costs - After initial set up, the cost of each Campaign is low
• Testing Effectiveness - The low Campaign Costs and measurable results allows Marketing to test ideas and options
• Automated Updating - For example, add customer to sub-list; remove customer from list; send further-targeted e-mail to customer; generate a task to make a live phone call; etc
• Automatic Reminders - Create and send a series of scheduled, automated reminders to customers and prospects. For example: Reminders of earlier offers and Reminders of subscription renewals
• Automatic Responses - Easily build an unlimited number of e-mail auto-responder campaigns
• Templates - Able to create and store an unlimited number of e-mail templates to be used in e-mail marketing campaigns
• Customer Targeting (Segmentation) - Precise targeting of audience using selection criteria, including demographic, survey responses, personal interest, purchase history and online behaviour
• Effective Timing - Able to time campaigns to arrive on the best time of day or day of the week or month for maximum response
• Management Benefits - Anti-SPAM compliance; Opt-in/Opt-out management; List segmentation and automated sub-listing management; Subscriber self-management (opt-out, preferences, update address); Automated bounce management; E-mail service monitoring, etc.