Marketing Campaign Management Systems MCMS

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Marketing Campaign Management Systems (MCMS)

• FA6 Marketing Advertising
• Danyun Huang
• Nour Hamad
• Mursal Haideri
• Matt Ziesmann

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What are Marketing Campaign Management Systems?

• A type of marketing automation software that
  optimizes the process for organizations to
  develop and deploy multiple-channel marketing
  campaigns to target groups or individuals and
  track the effect of those campaigns, by customer
  segment, over time

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Our Two Applications

• Aprimo Marketing Enterprise Edition

• MarketingPilot Software For Windows

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What can MarketingPilot do for Marketing Dep. In
petGRO?

• Application can track
• phone numbers used in campaigns
• all purchase orders for each campaign
• campaign performance
• all the campaigns for each product or service
• all campaign expenses
• every request for quote for each campaign
• all the URLs used in a campaign
• all the campaigns that promote visits to a
  specific web page
• Prepare cost estimates
• Manage online affiliate programs
• Analyze the return on investment from online
  advertising
• Automatically send alerts when critical campaign
  events occur

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What can Aprimo do for Marketing Dep. In petGRO?

• Create and track marketing offers
• Define multi-channel campaigns
• Define and execute e-mail and web campaigns
• Monitor processes and detect variances in
  marketing process so challenges can be tackled
  before they become crises
• Users have seamless access to functionality
  relating to financial management, asset
  management, calendars, and data outside of Aprimo
  Marketing

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Phase One Core Requirements (CR)

• No trial or demo software were available for both
  applications
• Both applications integrate with CRM/SAP systems
• Aprimo supports large amount of users (for large
  size firms, up to 5000) while MarketingPilot
  works best for medium sized firms
• Both applications use an internet browser
  interface
• Both applications can operate with our desktop
  configuration (only internet browser is required)
• Security accesses are similar (user name,
  password)

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Phase Two Section 1 - User Interface
Requirements (UIR)

• ID 7 Application should be configurable based on
  end-user requirements
• ID 8 The application must be intuitive and easy
  to use for all categories of end-users
• ID 9 Error and reject messages provide/suggest a
  course of action to be taken by the user
• ID 10 The application provides navigation that
  has a common look and feel throughout the
  application module(s) / component(s)
• ID 11 The ability for user-defined preferences
• ID12 On-line help features

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MarketingPilot Software Interface
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Aprimo Marketing Enterprise Edition Interface
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Phase Two Section 2 - Technology Requirements
(TR) ID 13

• petGROs IS department should have similar
  experience in this field
• The applications can be accessed over the petGRO
  intranet
• Both companies offer training but Aprimos
  training is extensive and therefore more
  expensive
• MarketingPilot offers online seminars which cost
  less

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Phase Two Section 3 - Functional Requirements
(FR)

• ID 14 The applications proven ability to
  integrate with an ERP system
• ID 15 Professional training for petGRO employees
• ID 16 Output format

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Phase Two Section 4 - Security Requirements (SR)
ID 17

• Both applications have very similar security
  systems
• Each application requires users to register
  individually
• The users access to data and functionality is
  restricted by role and individual
• Firewalls are used to keep outside users out of
  the intranet

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Phase Two Section 5 - Vendor Capability
Requirements (VR)

• Aprimo
• Started business in 1998
• Marketed their products to larger firms
• E.G. Cingular, Home Depot, Toyota, Peugeot,
  Warner Brothers, and Bank of America

• MarketingPilot
• Started business in 1999
• Marketed their products to medium sized firms
  such as petGRO
• E.G. Alert Global Media, Dell Canada, Boston
  University

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Phase Three Financial Requirements (FIR)
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Why Our FA Needs A Marketing Campaign Management
System

• Smooth the transition to going e
• More effectively understand our new customers
• More control over our drastically different
  marketing campaigns
• Quicken marketing processes which allow us to
  anticipate, react and adapt to our radically new
  marketing environment

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The Verdict

• We recommend MarketingPilot. Why?
• Similarity
• Both applications virtually complete the same
  tasks
• Cost vs. Software capabilities
• Aprimo is more refined, but it is not worth the
  cost
• MarketingPilot software is powerful enough to
  satisfy petGRO employee demands while being
  reasonably priced
• Size
• MarketingPilot aims towards mid-sized companies,
  like petGRO
• Aprimo aims at large companies.
• Time to implement
• Aprimo takes 90-180 days
• MarketingPilot just takes 60-100 days
• Training Approach
• Aprimo just offers on site training or classroom
  facilities
• MarketingPilot offers on site training or online
  seminars