Marketing Technology
Peer Group
Integrating Data fromDisparate Systems
Jonathan Dack Foley Hoag
Janet Day Berwin Leighton Paisner
Todd Friedlich Ropes & Gray
Marketing Technology
Peer Group
Agenda
• Addressing the need for additional information for business development efforts
• Data needed to supplement information• Presenting integrated data
Marketing Technology
Peer Group
Introduction
• Jon Dack, CRM Manager– Been with Foley Hoag LLP for 10 months– Applications Management for the last 10 years– Application Developer (.NET, Objective-C..)– Database Architect (MS SQL, Oracle, IBM DB2)
• Foley Hoag LLP– InterAction 5.6 SP2– Web Client Only– Attorneys and Directors Only– Mandatory Activities Per Calendar Month
Marketing Technology
Peer Group
Foley Hoag LLP Boston MA
• InterAction Integrated Data Sources• Elite (Accounting System)• D&B (Dun & Bradstreet)• TIKIT (Electronic Marketing)• Intranet (Personnel Directory)• Marketing Certificate (Custom Built Activity Tracker)
Marketing Technology
Peer Group
Elite (Accounting System)
• Why use this data source?• Organize contacts • Track activities at the client level
• Is the process automated?• Yes, using Application Collaboration processes
• Who manages the process?• CRM Manager
• How did this contribute to business development efforts?• Understand how we interact with existing clients in order to
retain their business and grow the relationship.
Marketing Technology
Peer Group
D&B (Dun & Bradstreet)
• Why use this data source?• Import HQ information for contacts• Add SIC/NAICS codes to contacts
• Is the process automated?• Yes, using Application Collaboration processes
• Who manages the process?• CRM Manager
• How did this contribute to business development efforts?
• By organizing contacts into their relevant industries, it makes it easier to identify relationships when we wish to target a specific industry.
Marketing Technology
Peer Group
TIKIT (Electronic Marketing)
• Why use this data source?• Import results from Marketing mailings• Allow clients/prospects to manage their list membership• Manage rejected mailings via Data Change Management
• Is the process automated?• Yes, using TIKIT functionality
• Who manages the process?• CRM Manager
• How did this contribute to business development efforts?
• By incorporating the marketing results into a contact record weadd an import “interaction” between our firm and the contact.
Marketing Technology
Peer Group
Intranet(Personnel Directory)
• Why use this data source?• Import personnel information• Manage alumni data
• Is the process automated?• Yes, using Application Collaboration processes
• Who manages the process?• CRM Manager
• How did this contribute to business development efforts?
• By managing our personnel in InterAction we are able to keep accurate records on Alumni which are often considered to be a “strong” relationship for future business opportunities
Marketing Technology
Peer Group
Marketing Certificate (Custom App)
• Why use this data source?• Import activity data into InterAction
• Is the process Automated?• Yes, using custom SQL scripts
• Who manages the process?• CRM Manager
• How did this contribute to business development efforts?
• This data source contains vital information on how we interact with our clients/prospects, and provides insight into our existing business development efforts.
Marketing Technology
Peer Group
How It’s Presented
Marketing Technology
Peer Group
Berwin Leighton Paisner
• UK based law firm• Offices in Abu Dhabi, Brussels, Moscow, Paris and Singapore
• 1200 staff • 750 lawyers
• Mature users of IA and application collaboration
• IA the second most highly used piece of software after Exchange
Marketing Technology
Peer Group
InterAction History
• InterAction first installed in 1998• Release 5.6 • Used throughout the firm – no exceptions• Collaboration in place since 2003• Other products used in conjunction with IA
– ContactNet, Reaction Server
Marketing Technology
Peer Group
Marketing Technology
Peer Group
Client information
Here is a basic information page for a client. Data has come from a variety of sources.
Marketing Technology
Peer Group
Accounting data display
Marketing Technology
Peer Group
Billing Data
Marketing Technology
Peer Group
Matter Data
Marketing Technology
Peer Group
Contact Details
Marketing Technology
Peer Group
Customized Search
Marketing Technology
Peer Group
Ropes & Gray
• Todd Friedlich, KM Technology Architect• Joined Ropes & Gray December 2008• Application Developer with nearly 10 years in Legal
• Ropes & Gray, LLP• More than 1000 Lawyers and Professionals• Offices in Boston, Chicago, Hong Kong, New York, San
Francisco, Silicon Valley, Tokyo, and Washington, DC and a conference center in London
• Microsoft Office SharePoint Server 2007• InterAction 5.5• Microsoft Office 2003
Introduction
Marketing Technology
Peer Group
Discussion Points
• Problem– How are our attorneys managing their contact lists?
• Sources– Active Directory? SharePoint? InterAction?
• Presentation– SharePoint, InterAction Web Services, XSL
• Sharing– Excel, Word, vCard
Marketing Technology
Peer Group
How are our attorneys managing their contact lists?
• Word Documents• Excel• SharePoint Contact List• Active Directory Groups• InterAction Lists
Marketing Technology
Peer Group
Where does contact data belong?
Marketing Technology
Peer Group
InterAction Working Lists
Manage from InterAction and Outlook
Marketing Technology
Peer Group
InterAction Web Services
Marketing Technology
Peer Group
InterAction XML
Marketing Technology
Peer Group
SharePoint XML WebPart
Marketing Technology
Peer Group
Web Services + XSL
Marketing Technology
Peer Group
Summary
• Store the data where it belongs
• Bring the data to the user
• XML is everywhere
• Easy to customize, Easy to extend
Marketing Technology
Peer Group
Thank you!
• Jonathan Dack, [email protected]
• Janet Day, [email protected]
• Todd Friedlich, [email protected]