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Created page with "= Overview = For the marketing arm of any company, they have a limited budget. So where is the company's money best placed in order to get new customers? In order to know..."
= Overview =
For the marketing arm of any company, they have a limited budget. So where is the company's money best placed in order to get new customers? In order to know this, the sales department needs to record, "where did you hear about us?"
A "media code" as All n One refer to it, can be called many different names.
* Advertising code
* UTM (Urchin Tracking Module) code
* Discount code
* Marketing code
* Tracking code
In its broadest sense it is a code placed on or in marketing activity to help uniquely identify how the person getting in touch with the company heard / saw the advertisement.
The usual list of a sources when building a marketing campaign would be:
* Saw it on tv
* Heard it on the radio
* Read it in a newspaper, magazine, leaflet in the door
* Clicked the link in an email
* Clicked the link on a website
* Scanned the QR code
* Heard it from a friend
* In-shop / instore promotions
The overhead that is required to properly track these sources can get complicated.
* A friend recommends the company, and the person actually goes through the website to sign up.
* You read it in the paper and see an ad on tv, then the person scans a QR code, so which actually was the source?
It is accepted in marketing terms that there are two different approaches. General advertising and targetted advertising.
* General advertising: Bank Of Ireland's sponsorship of the Leinster rugby team. Everyone sees the BOI logo on the Leinster rugby team shirts and around the grounds.
* Targetted marketing: where a specific subset of people are advertised to [https://en.wikipedia.org/wiki/Targeted_advertising Wikipedia article]
What would be ideal for the marketing team is to be able to generate a report at the end of a spend (usually referred to as a campaign) and have the following metrics.
* Amount invested: €500,000
* Advertising type: Targetted
* Target audience: xxx
* Total amount of inbound contact: 1,500,000 contacts
* Breakdown of contacts by type:
** Website: X
** Phone calls: X
** Emails: X
** Texts (SMS) : X
* Total amount of sales in the period:
* Usual amount of sales in the period:
* Total amount of sales attributable to the campaign:
* Total value of attributable sales:
* Total lifetime value of attributable sales:
* Breakdown of sales by Media Code
** TV ads
*** BBC 1 ad
*** BBC 2 ad
** Radio ads
*** Radio 1 ad
*** Radio 2 ad
*** Radio 3 ad
** Online advertising
*** Google advertising
*** Facebook advertising
*** LinkedIn advertising
** Leaflets / Door drops
** Instore promotions
Even when the campaign is finished there will be people who get in touch later on. The general awareness of the company / product is raised, which will have an impact for the lifetime of the company / product. So precise metrics are not possible however good general indications are available.
If radio ads generate more sales than online advertising, for the next campaign of a similar product / project, where would the bulk of your budget be allocated? For this reason being able to attribute sales to particular types of advertising is vital information to the marketing department. It is possible to run General Advertising campaigns but there is no way to justify the budgets allocated, you spend your money and hope you make sales. With bxp, end to end reporting on media through to attributable sales is possible.
Due to the precise nature of how advertising can be done online, more and more companies turn to online advertising as the tracking of "clicks" is far easier to monitor, manage and track. Google Analytics for example provides very in-depth reporting on how advertising spend is being picked up by end users.
= Operational challenges =
Marketing can be running many campaigns yet it is sales who need to capture the vital details. Let's use a worked example.
Challenge 1 : [Proper allocation] January through March (1-3) marketing put out a targetted campaign with the code code001. April through June (4-6), they put out a different targetted campaign to a different group. They use code002. A phone call comes into the sales team in April, with a straggler from the 1-3 campaign. How does the sales person know which campaign to attribute the sale to?
Challenge 2 : [Delayed allocation] The sales process takes 2 months to complete. Someone signs up in March, but the sale completes in May. How will the reporting differentiate the sales as attributable to the correct campaign.
Challenge 3 : [Copious marketing campaigns] Larger companies have larger budgets and larger teams in marketing and sales. It is not uncommon for medium sized businesses to have anything up to 30 different targetted advertising campaigns on the go. Larger company also means larger sales teams. They have to be trained on what campaign is using what advertising. For this reason, a lot of companies have break downs between marketing and sales. The overhead on sales to accurately capture which sale started with which campaign, often lead to breakdowns in proper data capture.
Challenge 4 : [Timing] For business process outsourcers and sales teams that use tv and radio advertising, burst contact is a real challenge. A tv add goes at 19:30 in the middle of evening viewing. There is a flood of calls into the contact centre. Staffing for burst activity is very difficult to coordinate as with teams in house and outsourced, the marketing department needs to coordinate with sales to make sure there are staff there. This is further complicated when broadcasters don't stick to schedules or for pricing reasons timed schedules are moved slightly. So imagine the same ad goes out 30 minutes late. The staffing was fine for 19:30 but at 20:00 there is normal / minimal staffing. All the calls go on hold or worse the calling customers are left waiting so long they hang up.
Challenge 5 : [Speed of metrics] The speed of getting information back to the marketing teams can often be slow. This lack of speed can result in lots of lost revenue and options. For example if an ad doesn't go out on radio, unless marketing are watching all the radio ads, they won't know if it happened or not. If a tv campaign is not generating any interest without the sales data, they won't know whether to continue or pull the advertising. The old adage of if you're going to fail, fail fast and fail cheap.
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
= How bxp delivers proper media management =
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]]
So lets build our scenario of what needs doing. We create in bxp a form to capture prospects. A simple form with some primary details.
* Name
* Contact details
* Product they're interested in
In the advanced settings of the form, we use the Media Management section.
* Use Media Code Field:
* Force Media Code Selection:
* Show Media Schedule:
* Time : History
* Time : Upcoming
= Case study =
From the earliest days of bxp, integration with marketing campaigns was a key target area for All n One to manage and engage with. Whilst All n One operated a contact centre from our premises in Ballymount, bxp was honed and refined to deliver marketing support capabilities.
https://www.siliconrepublic.com/companies/wimax-provider-imagine-acquires-clearwire-in-ireland
For the marketing arm of any company, they have a limited budget. So where is the company's money best placed in order to get new customers? In order to know this, the sales department needs to record, "where did you hear about us?"
A "media code" as All n One refer to it, can be called many different names.
* Advertising code
* UTM (Urchin Tracking Module) code
* Discount code
* Marketing code
* Tracking code
In its broadest sense it is a code placed on or in marketing activity to help uniquely identify how the person getting in touch with the company heard / saw the advertisement.
The usual list of a sources when building a marketing campaign would be:
* Saw it on tv
* Heard it on the radio
* Read it in a newspaper, magazine, leaflet in the door
* Clicked the link in an email
* Clicked the link on a website
* Scanned the QR code
* Heard it from a friend
* In-shop / instore promotions
The overhead that is required to properly track these sources can get complicated.
* A friend recommends the company, and the person actually goes through the website to sign up.
* You read it in the paper and see an ad on tv, then the person scans a QR code, so which actually was the source?
It is accepted in marketing terms that there are two different approaches. General advertising and targetted advertising.
* General advertising: Bank Of Ireland's sponsorship of the Leinster rugby team. Everyone sees the BOI logo on the Leinster rugby team shirts and around the grounds.
* Targetted marketing: where a specific subset of people are advertised to [https://en.wikipedia.org/wiki/Targeted_advertising Wikipedia article]
What would be ideal for the marketing team is to be able to generate a report at the end of a spend (usually referred to as a campaign) and have the following metrics.
* Amount invested: €500,000
* Advertising type: Targetted
* Target audience: xxx
* Total amount of inbound contact: 1,500,000 contacts
* Breakdown of contacts by type:
** Website: X
** Phone calls: X
** Emails: X
** Texts (SMS) : X
* Total amount of sales in the period:
* Usual amount of sales in the period:
* Total amount of sales attributable to the campaign:
* Total value of attributable sales:
* Total lifetime value of attributable sales:
* Breakdown of sales by Media Code
** TV ads
*** BBC 1 ad
*** BBC 2 ad
** Radio ads
*** Radio 1 ad
*** Radio 2 ad
*** Radio 3 ad
** Online advertising
*** Google advertising
*** Facebook advertising
*** LinkedIn advertising
** Leaflets / Door drops
** Instore promotions
Even when the campaign is finished there will be people who get in touch later on. The general awareness of the company / product is raised, which will have an impact for the lifetime of the company / product. So precise metrics are not possible however good general indications are available.
If radio ads generate more sales than online advertising, for the next campaign of a similar product / project, where would the bulk of your budget be allocated? For this reason being able to attribute sales to particular types of advertising is vital information to the marketing department. It is possible to run General Advertising campaigns but there is no way to justify the budgets allocated, you spend your money and hope you make sales. With bxp, end to end reporting on media through to attributable sales is possible.
Due to the precise nature of how advertising can be done online, more and more companies turn to online advertising as the tracking of "clicks" is far easier to monitor, manage and track. Google Analytics for example provides very in-depth reporting on how advertising spend is being picked up by end users.
= Operational challenges =
Marketing can be running many campaigns yet it is sales who need to capture the vital details. Let's use a worked example.
Challenge 1 : [Proper allocation] January through March (1-3) marketing put out a targetted campaign with the code code001. April through June (4-6), they put out a different targetted campaign to a different group. They use code002. A phone call comes into the sales team in April, with a straggler from the 1-3 campaign. How does the sales person know which campaign to attribute the sale to?
Challenge 2 : [Delayed allocation] The sales process takes 2 months to complete. Someone signs up in March, but the sale completes in May. How will the reporting differentiate the sales as attributable to the correct campaign.
Challenge 3 : [Copious marketing campaigns] Larger companies have larger budgets and larger teams in marketing and sales. It is not uncommon for medium sized businesses to have anything up to 30 different targetted advertising campaigns on the go. Larger company also means larger sales teams. They have to be trained on what campaign is using what advertising. For this reason, a lot of companies have break downs between marketing and sales. The overhead on sales to accurately capture which sale started with which campaign, often lead to breakdowns in proper data capture.
Challenge 4 : [Timing] For business process outsourcers and sales teams that use tv and radio advertising, burst contact is a real challenge. A tv add goes at 19:30 in the middle of evening viewing. There is a flood of calls into the contact centre. Staffing for burst activity is very difficult to coordinate as with teams in house and outsourced, the marketing department needs to coordinate with sales to make sure there are staff there. This is further complicated when broadcasters don't stick to schedules or for pricing reasons timed schedules are moved slightly. So imagine the same ad goes out 30 minutes late. The staffing was fine for 19:30 but at 20:00 there is normal / minimal staffing. All the calls go on hold or worse the calling customers are left waiting so long they hang up.
Challenge 5 : [Speed of metrics] The speed of getting information back to the marketing teams can often be slow. This lack of speed can result in lots of lost revenue and options. For example if an ad doesn't go out on radio, unless marketing are watching all the radio ads, they won't know if it happened or not. If a tv campaign is not generating any interest without the sales data, they won't know whether to continue or pull the advertising. The old adage of if you're going to fail, fail fast and fail cheap.
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
= How bxp delivers proper media management =
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]]
So lets build our scenario of what needs doing. We create in bxp a form to capture prospects. A simple form with some primary details.
* Name
* Contact details
* Product they're interested in
In the advanced settings of the form, we use the Media Management section.
* Use Media Code Field:
* Force Media Code Selection:
* Show Media Schedule:
* Time : History
* Time : Upcoming
= Case study =
From the earliest days of bxp, integration with marketing campaigns was a key target area for All n One to manage and engage with. Whilst All n One operated a contact centre from our premises in Ballymount, bxp was honed and refined to deliver marketing support capabilities.
https://www.siliconrepublic.com/companies/wimax-provider-imagine-acquires-clearwire-in-ireland