Strategic roadmap for integrating traditional and online marketing and customer service with multichannel analytics, multimodal content, and analysis-driven email messaging Featured technologies of the Engagement Cycle Customer engagement theaters—Integration of online marketing with database marketing, email messaging platforms, social media, and field-marketing systems Multichannel analytics—Convergence of web, database, and social media analytics Analysis-driven messaging—Applying database analytics, segmentation insights, and individualization profiles to personalize email messaging Creative messaging and collaboration platforms—Strategic role of engagement agencies, dialog maps, and multichannel / multi-party creative briefs Social Web content management—Integration of social tagging and user-generated content with marketing content and personalization services Marketing operations management—Collaborative workflows, project management, and marketing process orchestration

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Executive White Paper
Orchestrating the
Technologies and
Processes of the Customer
Engagement Cycle
Strategic roadmap for integrating traditional and online marketing
and customer service with multichannel analytics, multimodal
content, and analysis-driven email messaging
Featured technologies of the Engagement Cycle
• Customer engagement theaters: Integration of
online marketing with database marketing, email
messaging platforms, social media, and field-
marketing systems
• Multichannel analytics: Convergence of web,
database, and social media analytics
• Analysis-driven messaging: Applying database
analytics, segmentation insights, and individual-
ization profiles to personalize email messaging
• Creative messaging and collaboration plat-
forms: Strategic role of engagement agencies,
dialog maps, and multichannel / multi-party
creative briefs
• Social Web content management: Integration
of social tagging and user-generated content
with marketing content and personalization
services
• Marketing operations management: Collab-
orative workflows, project management, and
marketing process orchestration
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2. Who helped produce this white paper? Who is GISTICS? Orchestrating the
Technologies and
Processes of the
Customer
Engagement Cycle
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AUTHOR THINK TANK FOR EARLY-STAGE MARKETS
Michael Moon
President, CEO
GISTICS constitutes a think tank that speeds the GISTICS drives the emergence of shared vocabularies,
GISTICS Incorporated adoption of new technology and disruptive innovations the adoption of effective problem-determination methods,
moon@gistics.com among enterprises and consumers. Founded in 1987, and the development of unassailable investment analyses
GISTICS Incorporated minimizes the risk of potential that justify purchases of new technologies or disruptive
DESIGN, LAYOUT, EDITING, buyers through the following: innovations.
PRODUCTION • Interviews with successful early adopters of new GISTICS attracts early adopters and pace setting
LIANNE MUELLER technologies solutioneers, demonstrating how they can use new
Art Director • Definition of the critical success patterns of technologies or disruptive innovations to make money by
Fly Design Media successful early adopters
lianne@flydesignmedia.com
delivering new complex, integrated solutions to enterprise
• Activity-based analyses of adoption benefits on or consumer clients.
iris alroy supply chains, workflows, and user activities GISTICS develops breakthrough market-making
Production Artist
GISTICS Incorporated
• Visual explanations of how new technologies strategies for vendors of new technologies or disruptive
research@gistics.com produce economic value innovations, using industry thought leadership, executive
• Investment analyses that justify the purchase of white papers, Webcasts, specialized Web sites, and a
Kathleen McFadden
kmcfadden@writetools.com
new technical systems global trust network of advanced project managers within
• Project roadmaps that break down large-scale large enterprises, independent consultants, and small
organizational changes into smaller two-week to master-class solution providers.
two-month projects
• Practitioner portals that clarify the next steps in
rapid deployment and payback
• Certified consultants that provide essential skills
and resources
G is t ics h e l ps e n d - u se fi r ms h a r n ess n ew t ec h n o l o gies a n d
dis r u p t ive i n n o va t i o n s
MAJOR LAUNCH: Products, Campaigns, Partnerships, Business Models
V a l u e - C r e a t i o n P r o c e s s
Offer—market Demand Sales Satisfaction Strategic
development creation conversion fulfillment development
gist ’jist n -s [AF, it lies (said of a legal
action), fr. MF, 3d pers. sing. pres. indic.
of gesir to lie, fr. L jacére to lie, fr. jacere Concept Market Primary Market Aftermarket
to throw — more at jet (to spout)] 1: the
ground or foundation of a legal action
without which it would not be sustain-
able 2: the main point or material part
(as of a question or debate) : the pith of
a matter : essence (the ~ of a question)
Market-making Scenarios
<the ~ of all that can be said upon the
matter—R. L. Stevenson>
T1 Market-making scenario 1
—Webster’s Third New International
Dictionary Unabridged
C o l l a b o r a t i v e S o l u t i o n e e r i n g
GISTICS Incorporated
4171 Piedmont Avenue, Suite 210
T2 Market-making scenario 2 Cycle time gain
Oakland CA 94611 USA
www.gistics.com Necessary Conditions Strategic Value
+1.510.450.9999 tel
+1.510.450.0954 fax • Rationalized market and definitive • Leadership positioning in the market
business case • Advantaged category definitions
©2009 GISTICS Incorporated. All rights • Differentiated value propositions • Growing perception as the dominant
reserved. Printed in the U.S.A. • Completed satisfaction-fulfillment “gorilla”
methodologies • New “green field” markets and
GISTICS and its agents have used their
best efforts in collecting and prepar- • Testimonials of early adopters revenue streams
ing information published in this white • Network of certified consulting • Loyalty lock-ins of category-defining
paper Orchestrating the Technologies and solutioneers marquee accounts
Processes of the Customer Engagement • Thought-leadership Web destination
Cycle.
GISTICS does not assume, and hereby dis- MarketMakingScenarios.A.1.4 © 2007 GISTICS All rights reserved.
claims, any liability for any loss or dam-
age caused by errors and omissions in GISTICS reduces the organizational and market barriers to the adoption of new technologies or disruptive innovations,
this white paper, whether such errors or publishing a variety of papers, presentations, and Web sites that explain how to realize the economic and social value of new
such omissions resulted from negligence,
accident, or other causes. technologies or disruptive innovations in a variety of organizations.
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2 GISTICS executive white paper

3. Orchestrating the
Technologies and Processes
of the Customer
Engagement Cycle
Strategic roadmap for integrating traditional and online marketing and customer service
with multichannel analytics, multimodal content, and analysis-driven email messaging
PAGE
CONTENTS//SECTIONS
4 Who helped produce this white paper?
5 Innovation and Investment in Marketing
11 Customer Engagement Defined
21 Operational Capabilities of Customer Engagement
39 Customer Engagement Partners and Practices
49 Innovation Leadership
55 About GISTICS
ABSTRACT
This executive white paper demonstrates how game-changing innovators orchestrate
technologies and processes of the customer engagement cycle to increase sales, levels of
customer loyalty and account retention, and share of wallet in selected consumption cohorts.
Unlike most white papers, this executive white paper visually depicts the essential concepts and
technologies for the non-technical executive and operation manager, presenting a collaborative
framework for discussion, argument, and investment decision-making.

4. Orchestrating the
Who helped produce this white paper? Technologies and
Processes of the
Customer
Engagement Cycle
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GISTICS acknowledges the following individuals and their organizations for help making this paper possible.
EngagementCycleExecWP-neu.1.0 ©2009 GISTICS All rights reserved
In most cases, Michael Moon of GISTICS conducted a one-hour interview.
STRATEGIC MARKETING Anand Narayanan, Director, TCS AMERICA
Anssi Vanjoki, CMO, NOKIA (Finland) John Dubrawski, Business Development, TCS AMERICA
Frans Cornelius, CMO, RANDSTAD HOLDING (NL) Gunar Pinikus, Product Manager, ADOBE
Jason McNamara, CEO, ST. CROIX IP Jim Cuff, VP, IRON MOUNTAIN
Jeff Martin, CEO, TRIBAL BRANDS Robert Yamashita, Principal, COGENTIC
Terry White, Chief Innovation Officer, AMWAY (Japan) Shah Karim, CEO, INTEGRATED SOFTWARE
Viveka Leskell, VP, New Media, FORTUM (Sweden) Scott Pellicone, VP, Business, QUEBECOR
Vincent di Paolo, CEO, MOKSA
ENGAGEMENT CYCLE DEFINITION
Bob Barker, VP, Corporate Marketing, ALTERIAN TECHNOLOGIES OF THE ENGAGEMENT CYCLE:
Michael Fisher, VP, North American Operations, ALTERIAN MULTI-CHANNEL ANALYTICS
Mike Talbot, CTO, ALTERIAN Andrew Gregory, Director, ONSTREAM MEDIA
Bob Kennedy, Sales Director, TEALEAF TECHNOLOGIES
CUSTOMER ENGAGEMENT Trae Clevenger, VP, Analytics, TARGETBASE
Matthew Eccles, Consultant Mike Beckerle, CTO, OCO SYSTEMS
Sharad Verma, Managing Director, DIGITAL CEMENT John Hingley, CEO, ANDIAMO SYSTEMS
MARKETING OPERATIONS MESSAGING EXECUTION AND PROVISIONING
Beth Wiesner and Shawn Mielke, Partners, MTS Bob Hale, VP, Product Management, ALTERIAN
BJ Gray, MRM Specialist, VICTORIA’s SECRET Joe Stanhope, VP, Product Management, ALTERIAN
Gary Katz, CEO, MARKETING OPERATIONS PARTNERS
Laura Patterson, VISION EDGE CONSULTING Multimodal WEB CONTENT MANAGEMENT
Mary Yurkovic, DAM Manager, PLAYBOY ENTERPRISES Ian Truscott, VP, WCM, ALTERIAN
Subhankar Bhattacharya, Principal, HCL (India) Bob Nuelle, Director, Technical Services, ONSTREAM
Jon Fox, CEO, GROUP SMARTS
SALES OPERATIONS
Charlie Caldwell, CEO, NEXT QUARTER PROCESS ORCHESTRATION
Bruce Froelich, CEO, INFORMETRON Bailey Caldwell, VP, PAXONIX
Inna Proshkina, VP, INVISIBLE CRM Gary Brooks, Director, ALTERIAN
Robert Markham, Chief Strategy Office, nTARA Eric Hoffert, CEO, SHAREMETHODS
Neil Owen, COO, nTARA Ismael Ghalimi, CEO, INTALIO
Jeff Morris, CTO, nTARA Edward Sulivan, CEO, ARIA SYSTEMS
Mike Beckerle, CTO, OCO SYSTEMS
ORGANIZATIONAL TRANSFORMATION Raju Vegesba, Evangelist, ZOHO
Dennis Pannuto, CEO, AHA! INSIGHT TECHNOLOGIES
Frank van Olst, Practice Lead, NYKAMP-NYBOER (NL) SOCIAL MARKETING
Gary Hare, Dean, School of Media Psychology, FIELDING INSTITUTE Igor Beuker, CEO, SOCIALMEDIA8
Hanna-Maija Nyberg, Practice Lead, TALENT PARTNERS Rudy Thurston, COO, OMNIFUSE
Skiff Wager, CEO, SEW CONSULTING Daniel Coffeen, CEO, ART AND CULTURE
Tom Marine, Director, CENTRAL RESTAURANTS Henry Hon, CEO, VYEW
Mat Atkinson, CEO, PROOFHQ
GLOBAL MARKETING SUPPLY-CHAIn MANAGEMENT Bob Goldstein, CEO, APEER
Alexandre Hadade, Partner, ARIZONA (Brazil) Sri Chilukuri, CEO, CONTENT CIRCLES
Allan Linden, GLOBAL MARKETING CONSULTANT Julia Grinham, VP, Marketing, COGENZ (UK)
Nic Lund, Programme Manager, DIAGEO (UK)
Geert Wirtjes, CEO, GYPE LTD (NL) DIGITAL ASSET MANAGEMENT
Jan Jacob Koomen, Director, ADNOVATE (NL) Aaron Holm, CTO, INDUSTRIAL COLOR
Kevin Freedman, MD, FREEDMAN INTERNATIONAL (UK) Allan Adler, VP, UBISOFT
Matthew Gonnering, VP, Marketing, WIDEN ENTERPRISES Bill Sheeran, CTO, CLEARSTORY
Rens Pel, VP, Marketing Operations, PHILIPS(NL) Chris Glynne, CEO, BOLD VISIONS
David Diamond, Director, Publications, CANTO
CONTENT SUPPLY-CHAIN MANAGEMENT James Kober, VP, Advertising Operations, NEWSDAY
Abby de Millo, Sr. Dir. Content Management Technology, Linda Berman, CEO, LJ BERMAN ASSOCIATES
MCGRAW-HILL BUSINESS INFORMATION GROUP Russ Littleson, MEDIA EQUATION (AU)
Andrew Salop, CEO, METASEED.net Rick McManus, Director, NINTENDO AMERICA
Bill Rosenblatt, CEO, GIANT STEPS Ron Malloy, VP, General Manager, KODAK
Carl Hixon, VP, DAM, MCGRAW-HILL EDUCATION Sam Moore, Director, N-GEN STUDIOS
David Bercovici, VP, HATCHETTE BOOK GROUP Seth Earley, CEO, EARLY ASSOCIATES
Doug Liles, SGS INTERNATIONAL Steve Sauder, CTO, NORTH PLAINS
Sandeep Malhotra, Principal, Vertical Solutions, HCL (India) Theresa Regli, Principal, CMS WATCH
Edward Altman, Practice Director, HCL (US)
Sherra Pierre-March, CEO, VISION INFORMATION TECHNOLOGY
Shrikant Pathak, Practice Director, TCS MUMBAI
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4 GISTICS executive white paper