Discussion Note – Campaign Ops in an Omni Channel Environment Campaign Operations Landscape If anything typifies the ambitions of modern marketers, it’s the “O” word — omni channel. We give much lip service to this common goal of engaging customers in seamless and timely experiences across touch points. The primary reason for that is the actionable environment in which campaign deployment happen – a siloed state (fig 1) due to focus on Product centricity instead of customer centricity. Yet, in reality, it’s not so easy to enable these types of ubiquitous experiences across a large marketing technology stack, much less enhance it (fig 2). What’s required is a sophisticated use of data that reveals the attributes of real people along with the ability to take action on behaviors in real time, such that the Bank helps the Confidential Omni channel Note Page 1 Prepared by Aditya Madiraju on 18 th July 2016 Fig 1: Typical Campaign Deployment Fig 2: Typical Omni channel Deployment
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Discussion Note – Campaign Ops in an Omni Channel Environment
Campaign Operations Landscape
If anything typifies the ambitions of modern marketers, it’s the “O” word — omni channel. We give much lip service to this common goal of engaging customers in seamless and timely experiences across touch points. The primary reason for that is the actionable environment in which campaign deployment happen – a siloed state (fig 1) due to focus on Product centricity instead of customer centricity.
Yet, in reality, it’s not so easy to enable these types of ubiquitous experiences across a large marketing technology stack, much less enhance it (fig 2). What’s required is a sophisticated use of data that reveals
the attributes of real people along with the ability to take action on behaviors in real time, such that the Bank helps the customers in their journey. However, if we are still focused solely on cookies or visitors, one is missing the larger opportunity to connect with customers and deliver the most relevant interactions.
Confidential Omni channel Note Page 1 Prepared by Aditya Madiraju on 18th July 2016
Fig 1: Typical Campaign Deployment Environments
Fig 2: Typical Omni channel Deployment Environment
Discussion Note – Campaign Ops in an Omni Channel Environment
Operationalizing Omni Channel Game Plan
To achieve operational excellence for delivery of an Omni Channel experience, deployment will address the challenge of “Rubik’s Cube of Agility – Perspective, Technology & Paradigm” through seamless functioning of 3 critical platforms - Learning, Listening & Participatory (fig 3).
a. Learning Platform is one that provides the capability of learning, Unlearning & relearning using data driven decision frameworks based on descriptive, predictive, prescriptive analytics.
b. Listening Platform is one that provides capability of listening to customers, prospects & well-wishers using combination of customer surveys, panelists, brand recalls, sentiments & opinions.
c. Participatory platform is one that provides capability to interact,
engage & communicate with the customers through Facebook, WhatsApp, LinkedIn Groups, Twitter, Pinterest to mention a few.
The Technology Stack
When it comes to Marketing technology, Omni Channel technology is probably the most evolved & involved, as, it seeks to automate data, information & decisions across empowered touch points (fig 4) on a 2-way street. Generally, it is found that the following six(6) classes of marketing technology seemed to logically fit together into a semblance of meaningful structure:
1. Internet services such as Facebook, Google, and Twitter that underlie today’s marketing environment.
2. Infrastructure such as databases, big data management, cloud computing, and software development tools.
Confidential Omni channel Note Page 2 Prepared by Aditya Madiraju on 18th July 2016
Fig 3: an Omni Channel Rubik’s Cube – Operational paradigm strategy
Fig 4: Technology Stack - Interdependence of an Omni Channel
Discussion Note – Campaign Ops in an Omni Channel Environment
3. Marketing Backbone Platforms such as Customer Value Management, Analytics, marketing automation, Web Content Management, and e-commerce engines.
4. Marketing Middleware such as DMPs, CDPs, tag management, cloud connectors, user management, and API services.
5. Marketing Experiences — more specialized technologies that directly affect prospects and customers across their lifecycle, such as advertising, email, social media, SEO, content marketing, A/B testing, marketing apps — the “front-office” of modern marketing.
6. Marketing Operations — the tools and data for managing the “back-office” of marketing, such as, Data mining, Data farming, MRM, DAM, and agile marketing templates.
Productivity Hack
As noted by most experts, the last mile connectivity is a very critical link for the overall success of the initiative! Hence, the resources require differentiated skills to execute throughout the Marketing Lifecycle of Listening, Engaging, and Communicating & Converting.
Therefore, a successful Omni channel campaign process will utilize & enable the technology to act as conversation moderators, bringing products, services & tools together (fig 5).
Specifically, the team will be multi-dimensional, capable of implementing the campaign Operations’ agenda of
Processization, Micro-services, Productizing techniques & Monetizing capacity & capability through programmatic buying. To meet this objective, broadly speaking, the team skills will be divided into 2 categories – Data Engineering & Campaign Deployment.
Confidential Omni channel Note Page 3 Prepared by Aditya Madiraju on 18th July 2016
Fig 5: Omni Channel Technology Stack as Conversation Moderator
Discussion Note – Campaign Ops in an Omni Channel Environment
Confidential Omni channel Note Page 4 Prepared by Aditya Madiraju on 18th July 2016
