“The previous generation of marketers used to say: “Half of the money I spend on advertising is wasted. The trouble is, I don’t know which half. Today, in this innovative global-information century and with the ebocube model this excuse is obsolete. Because of marketing operations and the ebocube dashboard, we all know which part of our budget is being wasted.” Emerging Business Online Global Markets and the Power of B2b Internet Marketing
ebocube
dashboards
campaigns
& crm mops
Sales and marketing dashboard
Marketing operations dashboards
Data cube
Proposition and offer
ebocube commercialcycle
Localisation Media mix Budget
Testing Analysing Learning Refining Execution Data capture
process and business rules
Metrics
ebocube model Business Strategy
Phase one: Dashboards
Dashboard Firstly, you’ll want to review a dashboard of campaign results, sales and ROMI for previous digital and integrated campaigns, looking at what’s worked and what hasn’t to decide your media mix, target countries and industries. DataCube Secondly to decide your segmentation strategy and targeting, you’ll need an extract of your campaign data and visibility of your “DataCube”, to determine how many people in your target audience can be reached with your campaign.
Dashboards High-Level View/Sales and Marketing • ROMI • Financial Metrics • Sales • Marketing Leads • Marketing Influenced Opportunity
Marketing Operational Metrics • Response rate per channel • Impressions • Open Rates • Click Through Rates • Likes • Followers • Shares
ebocube
dashboards
campaigns
& crm mops
Sales and marketing dashboard
Marketing operations dashboards
Data cube
Proposition and offer
ebocube commercialcycle
Localisation Media mix Budget
Testing Analysing Learning Refining Execution Data capture
process and business rules
Metrics
ebocube model
Phase two: Campaigns & CRM
Proposition and Offer At this stage, you should define the customer proposition suitable for the local market’s needs. Analyse how the overall customer benefits from your company’s products/services and entice them with an offer. SMART Campaign and Data planning Based on the number of contacts and opt in for your audience, you can determine whether you have the data to proceed or sufficient social media “followers” and plan the campaign using SMART objectives which defines results and metrics feeding the dashboard.
Traditional Data Lifecycle
Enhance database with firmo-graphics or demo-graphics
Welcome and reinforce
Rent email and direct mail lists
Build marketing database with prospects and customers
Target subsets of customers with up-sell and cross-sell
Target old customers with highest probability and highest potential profitability
Renew and upgrade
Nurture
Win Back
Increase
Acquire
Develop
Retain
Upsell Offers
Awareness
Consideration
Preference
Post-Purchase/ Loyalty
Awareness
Consideration Preference
Loyalty
Indifferent Becoming aware
Data – acquisition
of prospects and and new contacts in existing accounts
Interested Evaluating
risk
Data – nurture/develop
Purchase Evaluating results Data – winback
lost customers Qualified leads –
hot leads Increase –
firmographics
Loyalty / retention Upsell / cross sell
Data – RFM Data - customers
ebocube commercial cycle
Awareness – acquisition
Consideration - Nurture/develop
Purchases Increase / winback
Loyalty retention – Loyalty
Upsell Offers
Awareness
Consideration
Preference
Post-Purchase/ Loyalty
Preference
Loyalty
Open Rates Impressions Likes/ followers Downloads of
premium content
Data – acquisition of prospects and and new contacts in existing accounts
Number of attendees to a follow up webcast
Data – nurture/develop
Submit LEAD data including BANT
Purchased via website, account manager, call centre agent
Qualified leads
Purchased Logs into
customer portal Calls account
manager
Data – RFM Data - customers
Metrics
Awareness – acquisition
Consideration - Nurture/develop Purchases
Increase / winback
Loyalty retention –
Phase two: Campaigns & CRM
Localisation: ebocube is applicable internationally – in phase two you will localise your marketing and select the most appropriate media channels for the audience Media Mix: Define the most effective channels through which to communicate to your audience and to achieve your ebocube commercial cycle goals Budget: At this stage you should set a budget for your campaigns. This may be based on what’s been allocated and your business priorities, historical cost data that can be stored in marketing operational tools, or marketing resource management tools (MRM) or based on the expected return on marketing investment (ROMI).
ebocube
dashboards
campaigns
& crm mops
Sales and marketing dashboard
Marketing operations dashboards
Data cube
Proposition and offer
ebocube commercialcycle
Localisation Media mix Budget
Testing Analysing Learning Refining Execution Data capture
process and business rules
Metrics
ebocube model
Phase three: mops
TALR mops allows you to test, analyse, learn, and refine each element of your integrated marketing campaign and media channels which is extremely powerful. Execution Excellence Use web application tools to plan, engage, execute, report. At the execution stage, you should track and measure results for all media, and feed data back into the dashboards, including the datacube in a meaningful way to close the loop on marketing and sales.
Phase three: mops
Data Capture With all of your communications, you should aim to capture respondent data by providing an online data-capture form or inbound phone number, social media or web address as a call to action, or, if you do use offline events, you should set up data capture. Business Rules Business rules can be set up to route responses, to define policies for crm, data collection and usage and ultimately to feed the dashboards.