higl-level framework for multichannel camapign management
Post on 13-Jan-2017
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Multichannel Campaign Management | The Process and Platform
Effectiveness Teamwork Efficiency
• Centralised & standardised campaign library.
• Define & agreed on Process Map.• Campaign planning templates.• Clarified R&R for different
functions – SC, PM, Marketing.• Timely communication on
campaigns progress/ rollout.
Foundation
• Mindset change.• Timeline management.• Inventory.• Risk management.• Stakeholder management.• Communication.
Action
• Leadtime estimation –development, stock planning, gift fulfillment.
• Key success criteria (e.g. Cooperation with other functions –for product training, KPI setting.)
Control
• Evaluate performance • Refine R&R in campaign
process.• Leadtime estimation e.g.
stocking, printing, development.
• Content of communication.
Continuous Improvement
2
Scale in APAC
Scale of APAC Campaigns• 4 regions,10 markets in APAC.
• Greater China (GC) – China, Hong Kong, Taiwan• SEA – Singapore, Malaysia, Philippines, Thailand• ANZ – Australia, New Zealand• Japan
• 5 languages• Simplified Chinese (CN)• Traditional Chinese (HK, TW)• Thai (Thailand)• Japanese (Japan)• English (rest of markets)
• 11 Websites in APAC
• Around 150k active customer base
Efficiency Teamwork
3
Working Model – The Complexity
Country Marketing
ProductMarketing
InventoryMgmt Sales Customer
Service
SIOP
Planning
Campaign Mgmt
Creative Agency
Printer Media Services
ProductCategory
TranslatorInsight
eCom
Online Search
Data Analytics
GIT
Legal
Process
Value Proposition
CI
Finance
Awareness
Resource
Customer Touches
Mindset Mgmt
Standardisation
4
Activity/Campaign
Owner
Efficiency Teamwork
CustomerExperience
R&R of Multichannel Campaign Management
Master CreationMechanism
Master CreationDesign
Master CreationApproval
Country Implementation
• Initiate activity/campaigndiscussion
• Campaign presentation• Alignment of elements at regional creation - no change• Alignment of elements atCountry level – localisation• Get approval• Ensure proper documentation
• Campaign mgmt will manage the roll-out according to the agreed scope
• Define campaign objectives• Define KPM• Implementation Country
• Budget • Target customers• Campaign period• Cost of gift• Tier value• Tier gift• T&Cs• Channel of promotion• Campaign message
• Campaign plan at regional &Country level with clear R&R• Information updated to shared folder• Sign-off campaign scope and localisation scope
• BAU
• Initiate campaign discussion• Data analysis & feedback
Phase
Action
Output
CLM Campaign Mgmt
R Responsible
Country Marketing ManagerA
Action
CConsult
I Inform
PlanningCampaign Management
CLM
Country Marketing Manager
PlanningCampaign Management
CLM
Country Marketing Manager
PlanningCampaign Management
Country Marketing Team
CLMGovernance
Handover
Efficiency Teamwork
5
Check List before Campaign Execution Campaign scope agreed and sign-off.
Objectives KPI Implementation markets Channel of communication & frequency
Online: Email, campaign landing page, SEM, banner and etc. Offline: direct mailer, and etc.
Incentive mechanism – free gift, buy X get Y free, discount% and etc.
Product Product(s) are compliant in target markets. Product list Products are transactable on web. Funding for campaign items are agreed and secured. Proposed product discount aligned with Pricing team. Letter of agreement on the agreed supplier funding.
Project team (Depending on type of activities, TBC during campaign execution phase) Primary contact from CLM. Primary contact from Product team. Primary contact from Product Marketing team. Primary contact from eCommerce. Primary contact from Planning & Inventory Management. Primary contact from APAC Pricing. Primary contact from Service Delivery & Operations. and etc. 6
Efficiency Teamwork
Lead-time established on Size of the campaign implementation time,
resource utilisation Translation and localisation Web development UAT Media Code preparation, 2 weeks for,
Integrate with loyalty team Campaign team to setup Media Code
logic The Way We Work.
Appendix I - Continuous Improvement | Snapshot
Product campaign Audit before campaign process started
Products are transactable on web. Ensure funding for stock is agreed and
secured. Manage inventory for campaign products. Product pricing on web = printed material. Campaign design & supplier funding
package. Knowledge-base and guidelines Standardisation – URL, Service Messaging
Efficiency Teamwork
7
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