What is Marketing COE?

A Marketing Centre of Excellence is an integrated marketing organization that helps you transform the way your marketing is currently done by executing marketing efforts at scale, day-in and day-out.

A Marketing Centre of Excellence is your brand’s extended outsourced marketing team that deliver marketing transformation. At Marketing CoE, tasks spanning end-to-end prospect and customer journeys are carried out at scale, day-in and day-out.

What is Marketing COE?

What is Marketing COE?

A Marketing Centre of Excellence is an integrated marketing organization that helps you transform the way your marketing is currently done by executing marketing efforts at scale, day-in and day-out.

A Marketing Centre of Excellence is your brand’s extended outsourced marketing team that deliver marketing transformation. At Marketing CoE, tasks spanning end-to-end prospect and customer journeys are carried out at scale, day-in and day-out.

What is Marketing COE?

The Marketing Centre of Excellence is driven by the following pillars

People

Process

Marketing Technologies

Analytics

People

The Marketing Centre of Excellence is driven by a dedicated team with wide range of skills.

They combine their skills with MarTech platforms and analytics and perform the following activities.

1

Manage entire digital presence by developing and deploying communication, ensuring trackability and handling user interactions

2

Drive traffic and leads for digital customer acquisition with organic and paid media campaigns

3

Assist website visitors to find relevant information and persuade them to convert in to customers

4

Profile, score, and nurture leads for conversion. Segment customers and determine next best action to drive growth, retention and engagement

5

Implement and maintain platforms powering communication channels, delivering operational value and analytics

6

Tag data sources, capture, aggregate, process and analyze data to report and predict customer behaviour

A typical Marketing CoE team has heterogeneous skill sets including

  • Marketing Consultants
  • Project Managers
  • Business Analysts
  • Research Executives
  • UX Designers
  • Visual Designers
  • Copywriters
  • UI Engineers
  • Content Writers
  • SEO Executives
  • Digital Marketers
  • Content Management Executives
  • Web Analysts
  • Social Media Managers
  • Functional Consultants
  • Campaign Managers
  • Quality Analysts
  • Software Engineers
  • Mobile App Developers
  • System Administrators
  • Data Scientists
  • Big Data Experts
  • Statisticians
  • Modelers

Process

The Marketing Centre of Excellence is governed by water tight processes that will be agreed by the steering committee consisting of senior leaders from Xerago and the client.

Following are the processes across brief-to-production that drive the Marketing CoE

Marketing
Technologies

A comprehensive MarTech stack is essential to execute marketing activities at scale.

A comprehensive MarTech stack is essential to execute marketing activities at scale. Typically, the MarTech stack comprises of the following platforms.

  • Content Management System to manage digital content across web and mobile channels
  • Personalization Platform to provide personalized pre-login portal experiences
  • Creative Testing and Optimization Platform to optimize creative used in digital properties
  • Content Distribution Platform to centrally manage content across digital properties
  • Inbound Marketing Platforms to manage content and manage inbound traffic
  • Data Management Platform to enrich visitor profiles and retarget audience to drive conversion
  • Customer Data Platform to create a unified view of customers and make it available to other systems
  • Social Media Management Platform to manage social media content as well as to monitor and respond to social conversations related to brand
  • Marketing Automation / Campaign Management Platform to enrich, profile, score, nurture and target prospects for conversion. And micro-segment existing customers and determine next best action for retention and growth
  • Digital Asset / Marketing Resource Management Platform for easy storage and retrieval of various types of digital assets related to marketing
  • Tag management tool to manage tracking codes
  • Extract-Transform-Load platforms to aggregate data from diverse sources
  • Business Intelligence tools to deliver reports
  • Digital Analytics Platform to track and report visitor / audience behaviour across web, mobile and social platforms
  • Machine Learning and AI Platforms to build statistical models and predict customer behaviour

Analytics

In Marketing Centre of Excellence, all marketing efforts are measured and optimized with the help of analytics.

We till tag every unit of inventory that we generate for the marketing portal, email, SMS, mobile, direct mail, social media and affiliates to facilitate tracking.

We will leverage out-of-the-box reports on channels wherever available and will also use our analytical platforms to facilitate custom tracking.

The performance of marketing interventions done through Marketing Centre of Excellence will be reported to respective stakeholders as per the agreed SLA.

In addition, each team inside the Marketing Centre of Excellence will be delivered insights on how their output has performed against expectations and how well each team can complement other teams with their deliveries. And this will be used for optimizing the quality of deliveries.

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