Enterprise Marketing Management
- Do you have multiple, autonomous brands and does each brand collect data independently from the other brands?
- Is consumer information important to you? Are you doing any cross-brand analysis and selling today?
- How personalized is your marketing communications today? Can that be improved by getting access to additional consumer data?
- Do you track and analyze online campaign performance and provide your clients with results?
Capita’s EM2© tool is an Enterprise Marketing Management solution that enables the marketing department to learn about its customers' preferences and needs, and to leverage the information proactively while tracking the success of the campaigns’ effectiveness.
EM2© is designed by marketers for marketers. Through a consortium of leading marketing clients and creative agencies, we have developed this solution to help increase positive customer responses to marketing communication.
Background
Capita has developed data collection and campaign components for more than eight years. Through feedback from CMOs and creative agencies, we have come to realize a need for a company-wide Customer Relationship Marketing solution that focuses on marketing needs rather than on traditional CRM sales needs.
Therefore, we have been designing and developing our EM2© solution for more than two years and we are launching the beta version in Q108 with M&M Mars as our first client. We are currently building a consortium of initial agencies and clients who will be part of shaping this solution into the best possible marketing data collection and campaign tool at a heavily reduced rate.
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Client Benefits
The key benefits of EM2© to our clients are:
- Maintaining autonomous brands while capturing and managing consumer data and preferences in a central database.
- This ensures high level of data integrity as data is not coming from multiple, brand-specific databases.
- Increasing consumer brand loyalty, repeat purchases, and trial by providing value-add and relevant communication.
- Providing better consumer website experience through universal registration and single sing-on, and by allowing consumers to manage their own preferences and opt-ins.
- Improving your campaign performance tracking to increase marketing spend efficiencies and ROI reporting.
- Solving any CAN-Spam legal requirements.
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Key Features
Universal Registration / Single Sign-on (UR)
Our UR solution significantly improves the customer experience because customers only have to register once on one client website and can then use their login and password on all other websites owned by the client.
This also benefits each client as it is much easier to track cross-brand customer behavior and to up-sell and cross-sell products.
Flexible Forms Builder
Our flexible Forms Builder allows you to add any registration fields you want including demographic data, personal preference questions, opt-ins and subscriptions, etc. Every time you add or change a field, it is automatically updated in the Dynamic Database. And because you can upload any creative elements and “skins” you can tailor each registration screen as much as you want.
The Forms Builder can also be used to serve up brand-specific questions each time a consumer logs in. For more detailed data collection tools, please see the Personalization Engine module described below.
The Forms Builder uses a simple-to use content management solution making updates and changes easy and quick.
Centralized Dynamic Database
The centralized database behind EM2© is dynamically updated each time changes are made to the registration or survey forms. And each data point that is captured is searchable by using the strong email/SMS/mail list generator and reporting tool.
Communication List Generator
The Communication List Generator allows you to drill into the details of the data to generate targeted email/SMS/mail lists for your marketing communications efforts. The Communication List Generator consists of Boolean search logic to make it easy to run detailed searches with dependencies. In addition, a rules engine allows you to add rules and filters for further detailed searches. And if you have a certain technical skill level, you can upload and run SQL queries for your repeat searches.
Campaign Communications Manager
Once you have identified your targets, you can access the Campaign Communications Manager to create and schedule campaigns. You can either leverage previous campaign creative or upload new creative, and add your content specific to each target.
- Marketing Saturation Manager
As a special feature, we have developed an intelligent, rules-based Marketing Saturation Manager that controls the amount of messages you can send to a given individual in a specified timeframe, e.g., per day. In addition, you can specify priorities so that certain message types and brands take precedence over other message types and brands.
Analytics & Reporting
The built-in analytics and reporting engine allow s you to track the performance of individual campaigns down to the individual customer level, e.g., who received what, the response, where the customer went on the website following receipt of a call-to-action, etc.
This type of real-time data allows you to modify campaigns on the fly and continuously make them more efficient.
Marketing Calendar
The Marketing Calendar captures all the campaign activities you set up via EM2© but also allows you to input other campaign efforts, such as in-store promotions, events, and advertising. Each campaign effort is displayed on the calendar and by “mousing” over a single item, an extract of the key campaign data is displayed, e.g., campaign name, target, dates, etc. By clicking on each item, a pop-up displays all the details about the campaign including the creative if that is loaded into EM2©.
The Marketing Calendar can display campaign information on a company-wide, aggregate level, on a divisional or business unit level, or on an individual brand level. This helps corporate management, the marketing department and the sales force to stay on top of upcoming campaigns and using the information proactively.
Modules
Following the Q1 launch of EM2©, we will roll out additional modules to further enhance the benefits and the usability of our solution. The first three modules are discussed below.
The Promotions Builder
The Promotions Builder module allows you to create and set up online promotions on the fly. These promotions include:
- Contests with user generated content such as videos, pictures, and songs, and public voting
- Trivia and essay contest
- Instant win promotions
- Sweepstakes
The Promotions Builder includes many of the promotions tools we have built and perfected over the last 8 years such as:
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- Registration and login, forgot password
- Approval/rejection and judging tools of video/multimedia entries
- Instant win and sweepstakes logic
- Online and wireless voting
- Interactive tell-a-friend
- Prize management
- Reporting
- Customer service/Call-center support and database access
- Fraud prevention and fraud detection tools
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The Personalization Engine
The Personalization Engine allows to collect much more granular level content in a dynamic and intelligent way so that you can create more value-add and personalized communication to your customers.
Dynamic Data Collector: One of the key features we are including is the dynamic and intelligent Data Collector. This feature allows you to serve up a set of questions prioritized after brand-specific criteria so that each (or every second, third, etc.) time a customer logs in, the customer is presented with the next few questions in the prioritized list. Therefore, the customer is never bothered with the same questions once they are answered.
The Dynamic Data Collector also contains an intelligent relevance engine that ensures that only prioritized questions that are relevant to the individual customer in accordance with the customer profile are presented.
In addition, the Personalization Engine allows you to:
- Track and capture online site behavior and campaign responses
- Centralize offline campaign response data and call-center activity
- Utilize the data to dynamically create
- Personalized online and wireless communications pieces
- Personalized web experiences based on individual preferences
Marketing & Campaign Analytics
The Marketing & Campaign Analytics engine allows you to capture and analyze campaign performance data combined with marketing costs and sales impact. This engine is fully integrated with your other business systems such as eCommerce, sales tracking systems, marketing budgets, etc.
The solution includes many different desktop reporting views depending on the audience such as:
- CMO dash boards
- Marketing budgets, sales data and campaign impact
- Data “funnels” illustrating the success of the marketing criteria, e.g., tracking website entries to final purchase and calculate campaign ROI.
