"Couple’s Therapy – Bridging the Gap Between Marketing & IT" - Mason Companies, Digital Velocity 2015

COUPLE’S THERAPY
Bridging the Gap Between Marketing and IT
Jodi Bresina – Internet Manager
Adam Birkholz – IT Systems Analyst

OUTLINE
 Company Background
 Challenges
– Viewpoints
– Pain Points
 5 Steps to Improve your Relationship
– Tools
– Techniques

COMPANY BACKGROUND
100 years and counting…
 Family owned company located in Chippewa Falls, Wisconsin
 Founded in 1904 by August Mason and son Bert Mason

COMPANY BACKGROUND
Evolution
1922 –
Door to Door
1985 –
Mail Order
1996 –
Credit Offer
1999 –
Multi-Channel

COMPANY BACKGROUND
Brands
 New Brands

COMPANY BACKGROUND
Channels
 Marketing Channels
– One of the largest catalogers in the United States
– Over 200 million marketing e-mails per year
 Websites
– 10 catalog sites
– 7 mobile sites
– ShoeMall
– eBay & Amazon

COMPANY BACKGROUND

CHALLENGES

VIEWPOINTS
What IT thinks of Marketing….
 Dreamers
– Growing list of needs/wants
 Innovators
 Desire to rapidly change
 Immediate change
– They want it now!
 Testing should be controlled by business
 Fluid priorities
What Marketing thinks of IT….
 Black and white
 Problem solvers
 Facilitators
 Desire to control and minimize change
 If it isn’t broke, don’t fix it
 Follow steps to implement change
 Testing should be controlled by IT
 Static priorities

PAIN POINTS
 Dependence on IT
– To Make Things Work
– To Remember How Things Work
 Slow to market on new initiatives
 Testing
– Who was the true owner?
– Missing scenarios
 Bad data
– Multiple systems impacting data readiness/integrity
 Business rules were not clear for new initiatives
 Numerous code deployments
 Inability to do one-to-one marketing

5 STEPS FOR SUCCESS

STEP 1: DOCUMENTATION
Solution: Templates + Organization
 Tools for Business
– URD – User Requirement Document
 Tools for IT
– FDD – Functional Design Document
– TDD – Technical Design Document
 Tools for Both
– Technology Library

 Implementation – 2010
 Benefits
– Efficiency
– Less rework
– Less risk
– More organization
– More buy-in from both departments

STEP 2: TEST CASE MANAGEMENT
Solution: Software
 Features:
– Web release planning
– Task management
– Resource management
– Requirements management
– Test case management
– Bug tracking
– Document collaboration
– Automated emails

Solution: SpiraTeam
– 500+ Test Cases
– 40+ Web Releases
 Benefits
– On-premise cost is under $1,000/year for 50 concurrent users
– Efficiency
– Speed to implement
– Less rework because of more clarity
– Less risk because of potential employee turnover
– More organization
– More buy-in from both departments

STEP 3: MASTER DATA MANAGEMENT
Solution: Software
 Features
– Flexible Data Modeling
– Configurable Portal Framework
– Attribute Creation, Validation, & Maintenance
– Hierarchy Management
– Complex Associations and References
– Digital Asset Management
– Print Publishing

STEP 3: MASTER DATA MANAGEMENT
Solution: STEP by Stibo Systems
– 800K SKUs across 25K Product Families
– 400+ attributes across 11 Product Types (ex. Apparel, Electronics, Footwear, Home)
 Benefit
– Establish a single source of truth for products & assets
– Streamline communication from planning to sourcing
– Establish data quality controls
– Managed product introduction via formal workflow
– Increase speed and oversight of onboarding processes
– Enable vendor attribute enrichment in portal or import via Excel
– Equal or surpass legacy environment data entry metrics

STEP 4: WIREFRAMING
Solution: Software
 Features
– Prototyping
– Automated Specification Creation
– Sharing and Collaboration
– User Interaction Simulation

STEP 4: WIREFRAMING

STEP 4: WIREFRAMING
– Covering all websites including desktop, tablet, and mobile
 Benefits
– Cost is $300 - $600 per user
– Common platform for business and IT
– Streamline communication with external business partners
– Clear expectations for user experience
– Generate a full or partial UI design specification in seconds
– Annotate and capture any scenarios including errors or notifications
– Guides creation of requirements and test cases prior to development

STEP 5: TAG MANAGEMENT
Solution: Tealium iQ
 Features
– Centralized tracking tag management
– Improved website performance
– Improved implementation speed
– Change control

Solution: Tealium IQ
– 9 Divisions, 99 Tags, 4 Weeks
 Benefits
– Business has control
– Faster performance/page load time
– Improved tracking since tags no longer load synchronously at bottom of source code
– One change applies to both desktop and mobile sites
– Reduction in the number of web releases
 Over a 50% improvement
– Increased speed to market
 Over a 75% improvement

Solution: Tealium AudienceStream
 Features
– Customer segmentation
– One-to-one marketing
– Real-time marketing
 Visitor trace
– Built in 3rd party integrations
– Dashboard reporting

Solution: Tealium Audience Stream
– 2 Divisions – Cart Abandonment, Browse Abandonment, Badge Enrichment
 Benefits
– One-to-One Marketing
– Game Changer – Marketing
– ROI – Immediate payback
– Cart Abandonment Campaign is one our highest converting emails
 Open Rates over 50%

 5 Steps
1. Documentation
2. Test Case Management
3. Master Data Management
4. Wireframing
5. Tag Management
 Find the tools to facilitate communication!
SUMMARY

THANK YOU
Contact Information
Jodi Bresina, jbresina@masoncompaniesinc.com
Adam Birkholz, abirkholz@masoncompaniesinc.com

"Couple’s Therapy – Bridging the Gap Between Marketing & IT" - Mason Companies, Digital Velocity 2015

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"Couple’s Therapy – Bridging the Gap Between Marketing & IT" - Mason Companies, Digital Velocity 2015

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