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Challenge 6 : [Dark art of marketing] Marketing for the complexity in manipulating customers into interest can lead it sometimes be refereed to as a dark art. Even putting an ad on tv doesn't guarantee that people will call. Here is a fascinating look at product research and how through the use of data clustering marketing is able to focus on groups. Targetted advertising uses the same principles. http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce Another fascinating view of how marketing impact works through advertising. http://www.ted.com/talks/seth_godin_on_sliced_bread
Challenge 7 : [Data preparation] There is often a lot of data captured during the sales process. Often quite sensitive data. Whilst marketers need as much information and metrics as possible, data protection must be adhered to. This adds an overhead of data preparation and can slow up the information coming back from sales to marketing departments. If an external media management company is used, the data has to also be filtered to ensure that no potential customer information is leaked outside the organisation.
= How bxp delivers proper media management =
== Setup ==
bxp has a unique structure designed to help address all the above challenges. Every record in bxp (called a CDA) can have multiple contacts associated with it (CCL). [[CC-1-3_Introduction_to_the_Blended_Form_Structure]]
* Contact details
* Product they're interested in
[[File:form mediacode fields 002.png|800px]]
* Time : Upcoming
[[File:form mediacode fields 001.png|800px]]
This results in some changes in the form immediately
[[File:form mediacode fields 003.png|800px]]
There are a number of things to note.
* At the top is a new system controlled field called Media Code.
* You are not able to save any outcome, unless you've filled in the media code.
* At the bottom of the form the media schedule is available
== Addressing the challenges ==
=== Challenge 1 : [Proper allocation] ===
As the media code is listed at the top of the page, the contents of the drop down list are managed through the Media Management module. No matter the source of the contact, intelligence is easily added to the form to auto set the media code appropriately.
* If it's a call then the IVR or the number that was dialled can be used to auto set the code. Ad says, code001 is to call in on 1800 111 111, code002 is to call in on 1800 222 222. bxp can then use the number dialled (DDI Direct Dial In), to set the appropriate code.
* If it's an email, keywords in the email (subject or body or TO address), can be identified and used to set the code.
* As social media can be integrated through the BEmail engine, the same rules for email above can be applied to social media for tracking.
* The drop down list is left open and can be worked into the script to allow agents to ask the customer where they heard about the ad, and then provide a manual update. This change can also be recorded and reported on.
* If a website or QR code is used the bxp API can be used to automatically accept the lead and set the media code appropriately.
This approach means that no matter the source of the advertising, all leads can be in one area with proper data tagging of the media code.
=== Challenge 2 : [Delayed allocation] ===
As the contents of the list is managed by the Media Management module, the marketing team can add, edit and remove media codes as they need. The rules for allocation can change with no overhead to the sales or operations teams. As codes can be considered "dead" or "no longer relevant" they can be removed without stopping the sales process. Where a customer is delayed the agents can be pushed to classify the leads as "historic campaign" or leave the historic campaigns available for selection. The reporting capabilities of bxp allow marketing to see the long slow tail end of campaign responses.
=== Challenge 3 : [Copious marketing campaigns] ===
In combination with eCourse, marketing codes can be allocated their own training pages. This allows the marketing team to develop supporting and training materials for the campaign and the medium providing the sales and operations team easy reference and support for every campaign the marketing team deem to be live.
=== Challenge 4 : [Timing] ===
The media schedule at the bottom of the screen, provides a rolling timed window of the upcoming ad schedule. It allows permanent and small time window items to be displayed equally. This allows marketing teams to warn operations and sales teams when ads are going out so they can plan and staff accordingly. This level of support allows team leads to make decisions in real time about how to manage available staff. If through experience a team knows Ad 1 generates a lot of contact and Ad 2 doesn't, scheduling breaks and training sessions around this enables the highest availability of staff.
=== Challenge 5 : [Speed of metrics] ===
Media code reporting is real time. This allows the marketing department to view the response to advertising in real time as data is captured. No more waiting for data reports or feedback, like online advertising all the platforms can be watched in real time from the Media Manager reporting suite.
=== Challenge 6 : [Dark art of marketing] ===
Whilst bxp definitely cannot predict what people want, the metric capture, measurement and cluster techniques used by data scientists to provide intelligence to marketing campaigns from a post event perspective is available through Media Manager data reports and application of a number of tools such as R, which the All n One team have vast experience supporting.
As more focused clustering and target groups are required, the addition of marketing information can be added to the form to allow for more informed decision making. Age? Gender? Location? Budget? all these fields can be added to the form to be worked into the sales pitch.
=== Challenge 7 : [Data preparation] ===
Data protection in bxp is a massive consideration. The reporting in Media Manager ensures that no fields of Personally Identifiable Information are displayed to marketing teams. This limiting of operational data but still giving real time access to records and reporting, allows marketing teams to react in real time with no operational overhead on sales or ops to generate reports.
= Case study Get in touch =
