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Title:

Campaign

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????? Campaign ?? ????? ??????? ... A campaign delivers one or more offers to a target segment through customer ... ?? Campaign ?? ?? ??? Offer ?? ?? ???? ???? ... – PowerPoint PPT presentation

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Title: Campaign


1
?? ??? ???
  • ?????
  • ????? Campaign
  • ????? Campaign Management
  • Campaign Management And Marketing
  • Campaign Management And CRM
  • ????? Campaign Management
  • ??????? ????? ???? Campaign Management
  • ??????? ?? Data mining ?? Campaign Management
  • ????? ??? ???????? Campaign Management

2
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?? ????? ????????Campaign????
  • Campaign
  • ???? ???
  • ?????? ?????????
  • ?????? ?? ???? ????
  • ?????? ??? ????
  • Campaigner
  • ????? ????????

4
????? Campaign ?? ????? ???????
  • ?? ??? ?? ????????? ?????? ???? ??? ?? ?? ?????
    ????? ?? ?? ??? ???????? ?????? ????? ??? ?????
    ?? ????.

5
Campaign?
  • Campaigns are Marketing Activities or Marketing
    Programs.
  • A campaign delivers one or more offers to a
    target segment through customer touch point
    (Mail, Email, Website, Telephone, Fax, Face to
    Face, etc.) base on scheduled or on the
    occurrence of a business event .

6
Campaign Management?
  • Is managing and monitoring customer
    communications across multiple touch points.
  • Allows you to build, manage, track and analyse
    powerful one to one marketing campaigns and their
    messages over a certain period of time and
    channels.
  • Uses information in a DW or marketing DB to plan,
    manage and assess marketing campaigns designed to
    impact customer behavior.

7
494
8
???? ?????? ?? Campaign Management
  • ?? Campaign ?? ?? ??? Offer ?? ?? ???? ???? ????
    ? ????? ?? ?? ???????? ???? ? ?? ?? ???? ??????
    ?? ?????? ?? ????? ??? ????? ?? ???.

9
Campaign Management Software
  • Campaign management software automates and
    integrates the planning ,execution, assessment
    and refinement of possibly tens to hundreds of
    highly segmented campaign running monthly,
    weekly, daily or intermittently.

10
CRM and Marketing
11
Marketing Campaign Management and
  • Execution of Campaign is intended to Achieve any
    of the fundamental Marketing Objectives
  • Acquire new customers
  • Retain existing customers
  • Cross-sell, Up-sell and promote products
  • Improve brand equity and customers experiences
    with your brand.

12
Campaign Management and Marketing
Other Large Groups Data acquisition,
Marketing, Sales,Service Support, Analysis
13
?????? ?????????
  • ????? ?????? ?????????
  • ?????? ?? ?? ???????? ????????? ?? ???? ??
    ??????? ?? ???? ??? ?? ???? ????? ???????? ???
    ????.
  • ????
  • ?????
  • ?????
  • ?????

14
Promotions???????
  • ?????? ?? ?? ???????
  • ??????? ???? ? ???? ???? - ....
  • ???? ?????
  • ????? ????? ??????? ????????? ?????????
  • ????? ?????
  • ???????? ??????? ?? - ....
  • ?????? ????
  • ???? ??? ???? ????? ??????

15
Campaign Management and CRM
  • Today, Marketing campaign management is a vital
    tool to every company. your profits are only as
    strong as your customer relationships.
  • The science of marketing campaign management is
    to meet your prospects and customers needs with
    the right time and in the right context .

16
What is CRM?
  • Automating The Right Offer
  • To the Right Person
  • Through the Right Channel
  • At the Right Time

17
CRM - A Closed Loop
Analysis and discovery to determine opportunities
Determine the value proposition and campaign
strategy to influence customers
Contact the customers
Measure the results
Refine and improve strategies
18
Classification of the CRM field
Campaign Management
19
Campaign Management and CRM
20
????? Campaign Management
  • ??? ?????? ??? ????? ?? ??? ??????? ?????? ????
  • One to one marketing two-way dialogue Multi
    channel communication Rule base scenario
    efficient tracking
  • ???? ????? ?? ??????? ?????
  • 20 80
  • ???? ???? ?? ??????? ? ?? ?????
  • ??? ???????? ????? ?? ???? ?????? ????? ?? ?????
  • ???? ????? ??? ? ?????? ???????
  • ????? ??? ?? ?????? ????????? ?? ??????? ?
    ??????? ??????? ??
  • Time to Market

21
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???? ????? ???? ???? Campaign Management
  • ??? ?????? ???? Campaign
  • ??? ????? ? ????? Campaign
  • ??? ????? Campaign
  • ??? ???? ? ????? Campaign

23
?????? ??? ?????? ???? Campaign
  • ?????? ???? Campaign ???? ???????? ??????? ???
    ?????? ? ????????? ???? ?? ???? ???? ???? ?????
    ? ?????? ???? ?????? ?? ?? Campaign ?????? ????
    ??? ???? ??????.
  • ??? ????? ??????? ??????? ????? ????? ?????? ?
    ...
  • ?????? ????? ???????? ??????????? ??????? ????
    ??????? ???? ???? Campaign ?? ???? ?? ???????
    ????? ? ????? (???? ?????) ?? offer

24
??? ????? ? ????? Campaign
  • ????? ? ????? Campaign ??? ?? ???? ???? ?????
    ??? ?????Campaign Management ?? ????.
  • ?? ??? ??? ??? ?? ???? ?? ???
  • Campaign ??? ?? ????? ?? ????
  • ?? Offer ???? ?????? ?? ??????
  • ???? ??????? ?? offer?? ?? ?????? ?? ???? ? ??
    ???? ???? Touch point?
  • ????? ? ?? ????? ?? offer?? ?????? ???? ?? ???? ?

25
????? ??? ????? ? ????? Campaign
  • Prospects
  • Promotions are the offers for campaign
  • Projects
  • Scenario
  • Score

26
Projects
  • ?? ?????? ?????? ???
  • ??? ?????? ?? ???? ??????? ????? ??? ???? ?? ???.

27
Projects????? ??
28
??? ???? ????? ?? ?????? ?????
  • ??? ???? ????? (???? ??? ?????? ?????) ?? ?????
  • ?????? ???? ??????? ??????? ?? ?? Promotion
  • ???? ???? ??
  • ????
  • ?????
  • ? ?????? ????Promotion

29
????????????? ?? ????? ????? ???? ?????.
  • ?????? ?????? ??????? ???? ?? ????? Campaign ??
    ?? ?? ??? ????? ??????? ?? ? ????? ????????? ????
    ?? ???.

??? ???? ??????? ????? ??? ????? ???? ???? ??
?????
?????? ????? ????? ????????? ??? ??????? ???
?????
Optimization
30
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31
????? Campaign
  • Direct Style Campaign
  • ??????? ????? ?? ????? ?????? ?????? ?? ?????
    ?????? ???????? ?? ????? ???? ( ????? ????? ???
    ????????? ? ... ) ????? ?? ????.
  • Interactive Campaign
  • ??????? ????? ???? ???????? ???? ????? ??????
    ???????? ???? ?? ??? ?? ???? ?????? ??? ?? ?????
    ????? ????? ??? ????? ????????? ? ??????? ??
    ????? ?? ???.

32
??????? ??????? ??? ????? ? ????? Campaign
  • ????? ???
  • ????? ???? ?? ????? ?? ?? ??????? ? ????? ????
    ?????? ????? ??? ?? ???? ???????? ????? ?????
    ?????? ??? ????? ? ????? ????? ? ??? ??? ??? ????
  • ??????????
  • ?????? ?????? ??????? ???? ????? ??? ???? ? ????
    ???? ?? ??? ?? ??????? ????? ??? ?? Campaign
    ?????? ?? ????.
  • ????? ??
  • ????? Campaign ? ????????? ????? ???? ?????
    ??????? ???? ?????? ??? ??????? ???? ?????
    ???????? ? ??????? ?? ????? ???? ?????
  • ???? ????? ?? ????? ??????
  • ????? ???? ??????? ????? ??? ??????? ????? ? ....

33
?????? ??????? ???? DM ? CM
  • ??????? ???? ??????? ???? ??????????
  • ????? ????? Campaign ?? ???? ??????? ?? ??????
    ?????????
  • ???? ?????? ?? ??????? ???? ????????? ?? ????
    ???? ????? ? ?????? ?????? ??????? ?? ??????? ???
    ?? ???? ?? ???.
  • ?????? ??? ?? ????? ??? ??????? ???? ???????
    ????? ????

34
?????? ????
  • ?? ???? ?? ????? ??? ?? ?? ?????? ?????? ????
    Marketer ? ?????? ????? ???? ??????? ????? ???
    ????? ?? ???.

35
??????? ???? DM ? Campaign Management
36
??????????
37
Building A Model
  • Analytic user creates a model using data mining
    system
  • The model is then exported into campaign
    management system

38
Model-Based Campaigns
  • Campaign management system invokes model-based
    customer segments
  • The customers in those segments are passed to the
    data mining server where they are scored
  • Customers are then selected based on score
    results

39
??? ????? Campaign
  • ????? ??? ????? Campaign ????? offer??? ????? ??
    ??? ?? ???????? ??????? ?? ????.
  • ??? ??? Offer?? ?? ?? ????
  • Contact Center
  • E-commerce
  • Web Application
  • ?????? ?? ???.

40
??? ???? ? ????? Campaign
  • ????? ??? ???? Campaign
  • ?????? ??? ????? ??????(RoI)
  • ????? ????? ??????? ???? ????? Campaign
  • ????? ?? ????? ???? ??? ??????? ?? Campaign
  • ??????? ????? ????? Campaign

41
???? ????? ??? ???????? Campaign Management
  • Tracking Complex Campaign
  • Ease of Use
  • Campaign Cloning or template
  • Optimization Analytics

42
Sharp Electronics LCD Products Groups
43
A Very Simple Campaign
Define the campaign universe
Identify target audience
Split to test offer strategy
Control group introduced Statistically validate
the offer
Output to touch point systems and databases
44
Wave Campaign
Introduce follow up and multiple contact strategy
Introduce New Channel
45
Continuous Marketing
46
Campaign Preparation Process Flow
    1. Defining the method of
communication        2.      Viewing your
campaigns in the Marketing Calendar       
3.      Creating or copying campaigns and
campaign elements       4.      Creating and
generating allocations.
47
Campaign Planning Process Flow
1.       There are a variety of ways in which you
can use SAP SEM planning and SAP BW reporting to
optimize your campaign.      You can plan the
distribution of products available to the
customers or business partners available.     
You can analyze the success of your campaign and
use this for future campaign planning.      You
can plan the costs and how you wish to distribute
your budget amongst your customers. You can then
check your budget to simulate whether this will
work and if necessary, adjust your figures to get
the best possible value from your marketing
activities.      You can carry out a what-if
analysis and determine what the return on
investment would be from your campaign. 2.      
At any time you can create a snapshot of your
planned data so that you can compare different
versions. This snapshot is user or system
status-dependent. 3.       Once you have finished
planning the product quantities that you wish to
offer to each customer, you can compare this with
the product quantities available in SAP SCM and
determine whether you are actually able to
supply.
48
Campaign Execution Process Flow
1.       A campaign cannot be transferred to the
SAP R/3 System until it has the system status
Released. It can be transferred to the R/3 System
either in the background via Middleware or
manually by triggering the release from the
Marketing Planner. 2.       Once this transfer
has been triggered, the marketing hierarchy is
sent to the R/3 System where the costs are
settled.
49
Campaign Monitoring and Success Analysis  Process
flow
  1.      The system provides campaign, sales or
profitability data from SAP CRM.        2.     
The system provides profitability data from the
SAP R/3 System.        3.      This data is used
to update the campaign in SAP BW.        4.     
You can monitor the response rates.To do this,
you use the query Campaign Monitoring
0CRM_MC05_Q0008.        5.      You can analyze
the contribution margin per product.To do this,
you use the query Contribution Margin 1 by
Product 0CRM_MC05_Q0011.        6.      You can
analyze success across different execution
channels. To do this, you use the query Campaign
Success by Distribution Channel/Comm. Channel
0CRM_MC05_Q0004.        7.      You can analyze
account contacts and campaign activities.To do
this, you use the query Campaign Execution
Monitor 0CSAL_C01_Q0012.
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LASERCOM Campaign Management solutions
  • Personalised document creation
  • Design attractive templates for all your messages
  • Manage white space
  • Manage multiple languages for messages
  • Dynamically include and manage the following over
    all delivery channels Text messages, graphics
    and adverts
  • Data from legacy systems and databases Dynamic
    charts Inserts Mathematical functions
  • Targeting
  • Track what was sent to each customer
  • Analyse campaign effectiveness through responses
  • Control message distribution
  • Send personalised messages to each customer
  • Apply powerful conditioning to all levels of the
    message and its content
  • Prioritisation
  • Easily establish rules for powerful 1-to-1
    marketing campaigns
  • Set-up constant rules
  • Lifecycle Management
  • Define active periods
  • Set expiration periods
  • Architecture and performance
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