Managing campaigns using an Enterprise Marketing Management tool like Unica Campaign can be accomplished in many ways across a multitude of domains each of which has its own nuances. However we can generalize the processes that are more or less recognized as the hallmarks of a successful campaign. The following article attempts to capture these processes. Let us call these processes the campaign roll out process.
Unica Campaign rollout process
A typical Campaign taken in context of a typical commercial bank would involve the following steps:
1. Finalization of Business requirements: The business requirements have to be finalized i.e the customers to be targeted, the segments that these customers have to be classified into and the offer to be given to these customers.
2. Selection of data sources: The data sources which contain the relevant data have to be selected and we have to verify the integrity of the data contained therein.
3. Selection of Customers: This the first level of filter applied to the data. This process will contain select criteria in line with the business requirements to select all the customers who qualify for the campaign. This phase can span over several individual Campaign components to achieve the filter as per the complexity of the initial qualifying criteria.
4. De-Dupe: This phase refers to the de – duplication step. This step essentially removes all the duplicate records and the repetitions which have crept in to the campaign after the initial filter.
5. DNC Suppression and second level filter: This phase will aim at removal of customers who have qualified after the initial filter criteria but cannot be contacted because they have requested not be contacted( Do Not Call list)or because they have already been contacted the maximum allowable times in a specific time frame.
6. Macros & Custom Macros: These are inbuilt functions which can be used as is or combined to achieve tailor made functions which operate on the data in order to get statistical, mathematical aggregates from the existing data. Combined with derived fields they are used to create custom fields or attributes which add to the customers view and help in better classifying them.
7. Derived fields This phase deals with the creation of derived fields. These derived fields combine pre-existing data (fields) via a variety of calculations and data manipulation operations to create a tailor made field (attribute) which gives additional information about the customers selected thus far. This additional info can be used further down in the campaign flow for a variety of purposes like further filtering to select a niche segment or for segmentation of the customers into tiers etc.
8. Segmentation: All the customer attributes collected thus far whether directly or derived are used in this step to segregate them into different customer segments based on criteria like:
- Geographic: The area of residence of the customer, the proximity of a customer to a particular store or branch etc.
- Economic: The average balance maintained by the customer, average spending done by a customer during a particular time period or at a particular outlet etc.
- Loyalty: This pertains to whether the customer already owns certain other products, like a fixed deposit or credit card or a loan etc. or a combination of them.
- Channel: We can segment people based on the preferred channel to be used to contact them.
- Miscellaneous demographics: These include age, marital status etc. based on the depth of the data maintained about the customer.
9. Sampling: Using this process we can actually collect random samples of the data at any point during the entire campaign flow so that we can verify the integrity of the data processed so far. Samples can be collected as a percentage of the total record count or directly the no of record needed in the sample.
10. Offer creation: This step focuses on creating the offer that has to be given to the customer via the campaign to entice him to buy the product. This step essentially links the offer to the customer for whom it is intended. It is possible to roll out multiple offers via the same campaign to various segments of customers and the offers can be customized for each segment specifically.
11. Contact Lists: This is the final step in the Unica Campaign application. In this step we collect all the entities (customers) that passed through all the various levels of filters and segmentation. We add required attributes such as segment name, communication channel to be used, contact information, customer name and other essential information needed to contact the customers .This collective information is put in the appropriate format and then sent to the channel i.e. mailing application (e.g. e-Message) or SMS application or to the call center for direct calling etc. The channel then contacts the customer.