Date post: | 21-Jan-2018 |
Category: |
Business |
Upload: | kenneth-l-cochran-ii |
View: | 41 times |
Download: | 0 times |
By: Kenneth Cochran
08/29/16
ANALYTICS APPLICATION ASSIGNMENT
Agenda
Review Business Case Define purpose of Emails Identify Requirements for Platform Details for Features Comparison Overview -Recommendation
10 locations in Metro Atlanta (near large office bldgs. In DT and in affluent northern suburbs)
upscale informal dining experience (breakfast and lunch)
catering for offices friendly staff wedding cakes birthday deserts, holiday occasions, special occasions
Business Situation
PURPOSE OF EMAILS
encourage repeat business by staying in touch with customers
Emails would be used specially for the following:-menu specials for the day-online orders-catering options-targeting brides with offers for wine cake and
tasting parties-VIP invitations
REQUIREMENTS & PRIORITY
segmentation capabilities (2) Easy to use interface (4) professional Analytics for insights into marketing efforts (3) Send out emails twice weekly to lunch crowd (200K)(1) Segment brides based on wedding month and send about 12
emails per campaign targeted email for annual events. For example, emailing
people who purchased special cakes or desserts for anniversary events (5)
EVALUATION CRITERIA
in order of importance…
Pricing and Volume Features and CapabilitiesAnalytics Ease of UseCustomer SupportAppearance
PRICING AND VOLUME MAILCHIMP
CONSTANT CONTACT
RELEVANT FEATURES & CAPABILITYMAILCHIMP
Segmentation: Using a large range of options customers can segment a list of targets based on certain criteria. Users also have the option to save their segment and auto update based on specific criteria
Email Client Testing: This feature allows you to test how emails will appear in recipients inbox. Paid feature-inbox inspector
Geolocation: This feature enables users to send targeted messages based on the location of the recipient.
Automatic Testing: This feature allows companies to automatically follow up with customers after a purchase and recommend other products. Users can also send their top customers coupons based on shopping behavior.
Mobile Features: Track of campaign performance via mobile devices
RELEVANT FEATURES AND CAPABILITYCONSTANT CONTACT
List Segmentation: Allows users to segment lists of subscribers based on certain attributes
Auto Responders: Automatically respond to subscribers based on particular action
Geolocation: Send targeted email campaigns based on where subscribers are or live
Email Templates: Beginners can easily create and edit their templates as there is no experience required – it is just that easy.
Mobile Features: Track of campaign performance via mobile devices
ANALYTICSMAILCHIMP
This feature allows users to track performance with regard to how many people opened the email campaign. Users can use interactive graphs to see response rates, monitor trends, bounces, revenue and gain other insights on subscribers. MailChimp also has the ability to integrate with Google Analytics.
ANALYTICS CONSTANT CONTACT
Constant Contact Analytics allows users to gain access to real-time reporting, track who opens, deletes, clicks, shares your email Integrate with Google Analytics Benchmarking reports allow you to compare results from prior campaigns
CUSTOMER SUPPORT AND EASE OF USEMAILCHIMP
Mainly self-service support available through their online Knowledge Base
Monthly and pay as you go customers can also use chat and email support 24/5– weekends are limited to email service only.
CUSTOMER SUPPORT AND EASE OF USECONSTANT CONTACT
Phone, chat, and email support offered Monday through Friday for business hours across all time zones in the US and Canada, plus weekend email support. Constant Contact also offers limited phone support for UK users.
OVERALL APPEARANCEMAILCHIMP
CONSTANT CONTACT
REVIEW-MAILCHIMPPricing and Volume Cheaper/free option for low subscriber and low email
sending volume Options to pay as you go for ease in scaling up and scaling
down, planning for seasonality and fluctuations MailChimp better for High Volume sending for the price you
pay
Payment for automated feature is cheaper than Constant
Contact
Features and Capabilities Easy-to-use
customizable
More apparent mobile friendly features
Integrates deeply with Twitter
Analytics -Strong with analytics reporting
-Analyze emails that bounce and automatically removes
Ease of Use Intuitive system with templates
More flexible, more customizable
templates
Customer Support Good self-help database
Email support
NO phone support
Appearance Professional look deliverability 96-99%
REVIEW-CONSTANT CONTACT
Pricing and Volume $15/month for up to 500 subscribers and unlimited emails.
60-day trial automated email capabilities in every feature (MailChimp
must pay $10/month extra) More costly for customer (charges twice as much as
compared to MailChimp)
Features and Capabilities Less apparent Mobile tracking features integrates deeply with Facebook customizable templates and features
Analytics Basic Analytical capabilities (not easily integrated with
Google Analytics)
Ease of Use Easy-to-use template builder but sometime restriciting
Customer Support 24/7 phone and online support;
chat service
Appearance Professional Look
RECOMMENDATION
MailChimp would be the best tool for Alan’s Deli for the following reasons. 1) It is more cost effective. 2) more intuitive and therefore easier to adopt and use 3) Strong analytical capabilities and is more easily integrated with Google Analytics 4) has greater segmentation options.