Crown Partners: Achieving Marketing Nirvana - Campaign, Systems and Analytics Integration

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Achieving
MarkeCng
Nirvana:

Campaign,
Systems
&
AnalyCcs
IntegraCon

Day
Ignite
Conference

October
2010

©2009
Crown
Partners.
All
Rights
Reserved

©2010
Crown
Partners.
All
Rights
Reserved

The
Digital
MarkeCng
Quandary

•  How do I get the best return on my campaign investment?
•  How do I build a reusable campaign model?
•  I need integrated reporting from my systems and campaigns!
•  How can I best work with IT/Marketing to maximize efforts and streamline
implementation?
•  How can I scale my digital marketing infrastructure?
•  Is there a better way to work with Agencies?
•  How can I build a program to achieve my desired future state without taking
it all on at once?

10/18/10
©Crown
Partners,
All
Rights
Reserved
2

5M’s
of
a
Digital
MarkeCng
IniCaCve

•  Market
Deﬁnes
the
segment
of
target
customer
base
the
iniCaCve
or
campaign
will
address

•  Message
Provides
the
pitch
or
communicaCon
strategy
for
that
market
based
on
the
strategy

•  Method
Delivers
the
channels,
tools,
and
execuCon
method
for
the
message

•  Metrics
Tracks
and
monitors
the
eﬀecCveness
of
the
message
and
mechanism

•  Management
Governs
the
long-‐term
strategy
and
execuCon
of
the
campaign
or
iniCaCve

•  Infrastructure
Provides
the
plaZorm
and
integraCon
points
into
the
enterprise

10/18/10
©Crown
Partners,
All
Rights
Reserved
3

Campaign
CharacterisCcs

•  Develop
personas
and
segments
Pros:

•  Deﬁne
a
creaCve
and
diﬀerenCated
message
•  Hits
date
coordinated
with
broadcast
messages

•  No
limits
to
creaCve
license
•  High
quality
message
and
creaCve
vision

•  Due
date
is
the
priority
•  Fewer
vendors
involved

•  All-‐in-‐one
soluCon
for
simplicity
•  Less
distracCon
with
more
complex
technology

•  Technology
trails
market
and
message
•  Custom
soluCon

•  Work
around
IT

•  Build
from
scratch

•  Non-‐enterprise
“temporary”
technology

•  Limited
to
product
group
or
division

•  Avoid
integraCon
points

Personas
Awareness

Website SEO/SEM Web Strategy Hosting
Website
Widget Analytics

Market Message Method Metrics Management Infrastructure

10/18/10
©Crown
Partners,
All
Rights
Reserved
4

Scaling
the
“All-‐in-‐One”
Model

If
You
Have

•  MulCple
agencies

Men
over
High

50
Cholesterol
.
..

Register SEO/Google Adwords Google Analytics
Microsites
Agency-
•  High
cost
per
campaign

SomeDrug.com now hosted

•  Low
technology
depth

Pregnant

With
High
•  No
turn-‐key
soluCons

Blood

Women

Pressure

•  Lack
of
alignment

Register SEO/Google Adwords Google Analytics Agency-
SomeDrug.com Microsites
now hosted

•  Highly
empowered

With

Children

Under
12

Juvenile
•  ProliferaCon
of
duplicate
technologies

Diabetes
Microsites
Agency-

•  Lack
of
content
reuse

•  No
volume
discounts

Teens
With
Acne

SomeDrug.com
Register
now
SEO/Google Adwords Google Analytics
Microsites
Agency-
hosted
•  High
upgrade
costs

•  Disparate
analyCcs

Babies
Teething

•  Lack
of
integraCon
of
technologies


•  Poor
customer
experience

now hosted

•  Decelerated
maturity

Women
Post

over
55
Menopausal

now hosted

10/18/10
©Crown
Partners,
All
Rights
Reserved
5

Changing
the
Delivery
Model

•  MarkeCng
is
great
at
market
definiCon,

research
and
message
creaCon.

These

If
You
Have
necessarily
differ
from
campaign
to

Men
over
High

50
Cholesterol
.
..
SomeDrug.com
Register
now
Microsites
Agency-
hosted
campaign.

•  ExecuCon
of
campaigns
requires
a

With
High

“designed”
and
integrated
plaZorm
to

Pregnant

Blood

Women

Pressure

SomeDrug.com
Register
now
Microsites
Agency-
hosted
achieve
scalability
and
efficiency.

More
efficiency
in
turn
generates
more

Infrastructure

• 

Management

Method

Metrics

With

funding
for
more
scope
and
beher

Children

Juvenile

Under
12

Diabetes

SomeDrug.com
Microsites
Agency- effecCveness.

now hosted

•  Cross-‐campaign
measurement
systems

provide
apples
to
apples
comparisons
and

Teens
With
Acne

Microsites
Agency-
beher
decision
making
by
execuCves.


•  Program-‐level
management
ensures
the

whole
system
works
together
over
the
long

Babies
Teething

Microsites
Agency-
term.


•  More
stable
and
standardized
markeCng

technology
systems
allow
for
Cghter

integraCon
to
back-‐end
infrastructure.

10/18/10
©Crown
Partners,
All
Rights
Reserved
6

“Designed”
Digital
MarkeCng
PlaZorm

Geography
AcquisiCon

DAM
Mobile ETL

Strategy Database

Websites WCM SEO/SEM P&L Analysis
Industry
AcCvaCon

CRM/SFA
PMO
eCommerce
Rich Internet
Apps/Flash Web
Search Analytics
Collaboration Hosting
Personas
CulCvaCon
Email

Website Design Dashboards
Widgets
Communities Governance ERP/Fulfillment

Demo/

Psycho-‐
RetenCon

graphics
Video Copywriting
Social Media

Market Message Method Metrics Management Infrastructure

10/18/10
©Crown
Partners,
All
Rights
Reserved
7

Program
Roadmap

10/18/10
©Crown
Partners,
All
Rights
Reserved
8

AcceleraCng
Digital
Maturity-‐
Before

Measurement
Online
Marke<ng
Social
Media
Data
Integra<on
Governance

  Unified
measurement
  Social
media

plan
is
  Governance
is
used

  Fully
integrated
and
  Data
integra<on
plan

strategy
throughout
followed
consistently
pervasively

con<nuously
op<mized
aligns
with
strategy
and

organiza<on
  Fully
par<cipates
in

  All
digital
adver<sing
business
objec<ves

  Strategy
fully
aligned
discussion
and
forums

tagged

with
organiza<on
  Tools
are
configured
for
  Integra<on
of
mul<ple
on

  Custom
repor<ng

u<lized

alerts
and
offline
sources

  Data
provides
cri<cal

  Online
marke<ng

  Groups
develop
&
  Good
understanding
of
insight
into
brand
  Governance
guides

assessed
separately
from

follow
internal
strategy
social
media
  Understands
available
some
basic
ac<vi<es

web
analy<cs

without
alignment

  Manual
analysis
of
data
sources
of
data

&

  Most
digital
media

  Strategies
do
not
align
  Limited
par<cipa<on
in
rela<onship
to

other

programs
tagged

with
overall
company
discussions
sources

  Basic
tracking
of
engines

objec<ves
  Basic
integra<ons,
various

&
keyword
phrases

measurement

&
tools

  Recognizes
value
of
  Online
marke<ng
not
  Limited
understanding
of
  The
value
of
data
  The
need
for
governance

unified
strategy
connected
to
web
social
media
integra<on
is
understood
is
understood,
but
few
if

  Unsure
how
to
create
analy<cs
  Limited
manual
analysis
  Limited
or
no
ability
to
any
processes
and

strategy
  Some
program
tagging
of
available
data

design
or
configure
data
procedures
in
place

  Ini<al
strategy
but
  No
tracking
of
online
  Limited
benchmarking
integra<ons

limited
in
scope
search
against
compe<<on

  No
measurement
  Not
doing
online
  No
understanding
of
social
  No
integra<on
of
data
  No
governance
or

strategy
marke<ng
media
sources
processes
are
used
in

  No
recogni<on
of
need
  No
tracking
online
  No
benchmarking
against
  No
in-‐house
technical
the
digital
marke<ng

marke<ng

industry
compe<tors
ability

measurement
program

  Limited
or
no

understanding
of

integra<on

10/18/10
©Crown
Partners,
All
Rights
Reserved
9

AcceleraCng
Digital
Maturity
-‐
Aker

Measurement
Online
Marke<ng
Social
Media
Data
Integra<on
Governance

  Unified
measurement
  Social
media

plan
is
  Governance
is
used

  Fully
integrated
and
  Data
integra<on
plan

strategy
throughout
followed
consistently
pervasively

con<nuously
op<mized
aligns
with
strategy
and

organiza<on
  Fully
par<cipates
in

  All
digital
adver<sing
business
objec<ves

  Strategy
fully
aligned
discussion
and
forums

tagged

with
organiza<on
  Tools
are
configured
for
  Integra<on
of
mul<ple

  Custom
repor<ng

u<lized

alerts
on
and
offline
sources

  Data
provides
cri<cal

  Online
marke<ng

  Groups
develop
&
  Good
understanding
of
insight
into
brand
  Governance
guides

assessed
separately
from

follow
internal
strategy
social
media
  Understands
available
some
basic
ac<vi<es

web
analy<cs

without
alignment

  Manual
analysis
of
data
sources
of
data

&

  Most
digital
media

  Strategies
do
not
align
  Limited
par<cipa<on
in
rela<onship
to

other

programs
tagged

with
overall
company
discussions
sources

  Basic
tracking
of
engines

objec<ves
  Basic
integra<ons,

&
keyword
phrases

various
measurement

&

  Recognizes
value
of
  Online
marke<ng
not
  Limited
understanding
of
tools
  The
need
for
governance

unified
strategy
connected
to
web
social
media
  The
value
of
data
is
understood,
but
few
if

  Unsure
how
to
create
analy<cs
  Limited
manual
analysis
integra<on
is
any
processes
and

strategy
  Some
program
tagging
of
available
data

understood
procedures
in
place

  Ini<al
strategy
but
  No
tracking
of
online
  Limited
benchmarking
  Limited
or
no
ability
to

limited
in
scope
search
against
compe<<on
design
or
configure
data

integra<ons

  No
measurement
  Not
doing
online
  No
understanding
of
social
  No
integra<on
of
data
  No
governance
or

strategy
marke<ng
media
sources
processes
are
used
in

  No
recogni<on
of
need
  No
tracking
online
  No
benchmarking
against
  No
in-‐house
technical
the
digital
marke<ng

marke<ng

industry
compe<tors
ability

measurement
program

  Limited
or
no

understanding
of

integra<on

10/18/10
©Crown
Partners,
All
Rights
Reserved
10

Success
Stories

PetSolu<ons

$50M
online
pet
and
pet
care
website
for

75-‐store
retail
chain

•  ImplemenCng
rebuilt
eCommerce

soluCon
on
ElasCc
Path

•  Managing
merchandising,
shipping,

and
printed
catalog
integraCon

•  Developing
Social
Media
strategy

and
implemenCng
blog
management

•  Managing
SEO/SEM
strategy

•  Providing
managed
services
for

digital
markeCng
plaZorm

infrastructure

•  Providing
PMO
and
strategic

consulCng
over
3
years

10/18/10
©Crown
Partners,
All
Rights
Reserved
11

Success
Stories

Crown
Partners

Global
technology
enabled
sales
and

markeCng
consulCng
ﬁrm.

Implemented
corporate
website
on
Day

CQ5.2

•  DramaCcally
improved
user

experience

•  Signiﬁcant
increase

in
response

rates
from
web
conversions

•  90%
decrease
in
page
add
Cme

•  66%
increase
in
content
creaCon

speed

•  80%
increase
in
graphic
replacement

speed

•  Instant
landing
page
creaCon

•  Conversion
from
prior
system

completed
in
less
than
a
month

10/18/10
©Crown
Partners,
All
Rights
Reserved
12

WHO
WE
ARE:

Founded
in
2001
by
industry
veterans
with
a
unique
vision,
Crown
Partners

set
out
to
become
a
leading
firm
focused
on
enterprise
informaCon
management.

In
less
than
a
decade,
Crown
has
grown
into
a
leading
internaConal
provider
of

unparalleled
domain
experCse
for
the
integraCon
of
informaCon
management
and

interacCve
markeCng
iniCaCves
to
drive
cost-‐effecCve
growth.
We
provide
field-‐
proven
sokware
products,
quality
professional
services
and
educaConal
resources
that

opCmize
performance
of
the
the
world’s
leading
Global
2000
companies.

WHAT
WE
DO:

With
more
than
10
years
of
focus
on
digital
soluCons
and
nearly
half
of
the
Fortune

100
as
customers,
Crown
teams
are
able
to
draw
on
a
long
list
of
successful
client
engagements

and
an
internal
culture
that
nourishes
excellence,
integrity
and
energy.
When
you
hire
Crown,

you
hire
the
collecCve
experience
of
the
enCre
company
led
by
an
ever-‐expanding
roster
of
senior

talent
drawn
from
a
wide
range
of
industries
and
educaCon.
Our
best-‐in-‐class
enterprise
digital

strategies
achieve
the
cross-‐funcConal
goals
of
CTOs,
CIOs
and
CMOsand
enable
organizaCons
to

drive
out
operaConal
costs
while
improving
the
customer
experience.

OUR
PROFILE:

Profitable
since
incepCon
and
5
Cme
member
of
the
Inc500
fastest
growing
companies,

Crown
remains
privately
held
by
its
execuCve
management
team
headquartered
in
Dayton,
OH,
a

city
rich
with
a
history
of
invenCon
and
innovaCon.

©Crown
Partners,
All
Rights
Reserved
13

Crown Partners: Achieving Marketing Nirvana - Campaign, Systems and Analytics Integration

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