Instructor Presentation

© 2014 IBM Corporation

Enterprise Marketing PerformanceMarketing Systems Enablement

Marketing Automation Trainingfor Demand Program Professionals

Tactic execution in Collaborate

MAT 5.0 – May 2014

© 2014 IBM Corporation2

Enterprise Marketing Performance: Marketing Systems Enablement

Course objective

Understand IBM’s marketing automation vision Acknowledge Marketing Automation Tool (MAT) role in IBM tools suite Introduce MAT terms & definitions Examine critical inputs to MAT execution Experience MAT tactic execution capabilities Review Leads functionality Understand reporting environments

Course assumes familiarity with processes & tools outside MAT – Marketing tools overview introduces planning, execution & measurement tools

Course does not – Address your complete role as a professional in the Demand Programs organization– Cover the entire Marketing Transformation process



Course content

Marketing automation vision MAT tools suite & capabilities MAT terms & definitions MAT sign-in & navigation Critical inputs to MAT execution Introduction to training campaign MAT tactic execution Collaborate Shared Templates Hands-on exercises

Naming conventions Collaborate troubleshooting Special considerations Offer management Scoring methodology Leads basics Reporting overview Resources Course recap

Unica Specialist, DbM & DPP curriculums cover similar topics, however the depth of coverage on each topic varies depending upon the specific role



Course content





Path to marketing transformation: Capabilities required by CMO & CIO

Source: IBM Path to Marketing Transformation 2012 pdf

Marketing profession being guided by three imperatives



Automation is an integral part of IBM’s own marketing transformation

Benefits to IBM Accelerate response capture and improve speed & quality of follow-up Enhance response to lead conversion efforts Drive better sales acceptance Produce greater yields from campaigns Increase Marketing Contribution Win Revenue Serve as a role model for Smarter Commerce implementations

Skills Increased collaboration Client-centric message planning End-to-end DP role Relevant education & training

Systems Real-time audience selection Consistent tactic execution Consolidated response capture Automated response follow-up

Process Tool integration Sales linkage

SkillsSystems

Process

MarketingTransformation

Process Management system Coordinated roles & responsibilities



Course content





Introduction to Marketing Automation Tool

8

Marketing Automation Tool (MAT)

IBM-internal tool name for implementation of Unica products to support offer management, tactic code generation, tactic execution and automated response follow-up

Unica Company founded in 1992 – headquartered in Waltham, Massachusetts, USA

Produces marketing software solutions

– Marketing resource management

– Campaign management

– Marketing execution

– Marketing performance & analysis

– Acquired by IBM in 2010

– Now part of Enterprise Marketing Management (EMM) business unit in Software Group

– Affinium: Brand name on some user sign-on screens



Tools will touch all Demand Programs roles in varying depth

MAT part of broad Marketing tools suite – Planning, execution & measurement tools – Current tools are interdependent – Tools cut across Demand Programs roles – Some tools used only in specific scenarios (events, web, financial & asset management)

Marketing tool

Sales tool

EXECUTE

MANAGE

PLAN

END-TO-END PROCESS

MAM &

MAM Central

GRPAST

VEC IWM MATmodules

SalesConnect

C&SP Planning

PortalMTP

CovarioNet

Insight CDPM MARS

MFR EST

Sunrise

CTEBANomination

CTEBAInvitee

MRP



Tools overview: Marketing Automation Tool (MAT)

IBM standard environment required for marketing tactic execution Web-based tool on Unica platform Utilizes campaign & tactic planning data from two trusted sources of tactic code

generation, BAT & MAT Facilitates proactive direct mail, email & tele tactic execution Consolidates data from registration capture systems: IWM, GRP, AST Uploads responses captured by third parties via MAT File Import Tool Automates delivery of follow-up tactics to responders Links to MDb for proactive tactic target audience selection Includes logic to ensure adherence to audience governance policies Routes contacts to tele resources for follow-up, nurturing & lead validation Defines offers aligned to buyer journey stage, IBM capabilities or industry

imperatives supported and program & WW campaign Enables dynamic display of offers on the web Provides data to CDPM reporting on Cognos platform



Campaign

Leads

eMessage

InteractMarketing Operations

Collaborate

1111

MAT modules work together to improve marketing performance

• Enables target audience list creation

• Supports flexible execution of tactics

• Captures incoming response data• Contains offer library

• Operates behind-the-scenes

• Manages email content & creative upload

• Provides response management function; lead management in SalesConnect

• Allows authorized tele resources to execute outbound telemarketing & follow-up tele

Enables dynamic personalized offer delivery on the web

• Generates tactic codes• Classifies offers and

generates offer codes• Provides dedicated sections

for enabling offers in Interact

• Guides user step-by-step through common tactic execution scenarios

• Automates delivery of pre-determined follow-up tactics to responders



MAT integrates with sales and other marketing systems

Tactic codes generated in MAT are available for execution in Campaign or Collaborate within 2 hours1. MAT sends tactic code data to EST for inclusion in event marketing briefs2. MAT receives data from registration capture systems to record responses and initiate follow-up3. MAT is given audience data from the MDb for proactive tactics and in support of LDR calls4. MAT passes data to sales management systems for opportunity management 5. MAT shares data with MDb for recording and data analysis6. MAT sends data to CDPM for tactic & campaign performance; MARS for campaign & program results

EST

CDPM

MARS

SalesConnect

CRM SiebelMDb

MAT

IWM

AST

Other: MAT File Import Tool

GRP

(& VEC, Event Import Tool)

Registration capture

1

2

6

4

35



Enables offers

Captures responses

Executes proactive tactics

Automates follow-up tactics

Presents offers dynamically Delivers offers on IBM web

pages based on visitor preferences and customized decision rules

Captures responses Consolidates data from

registration capture systems Captures ‘unintended

responses’ via tactic codes set up for that purpose

Automates follow-up tactics Automates delivery of pre-defined follow-

up tele, multi-touch nurture and/or single email tactic(s) to responders

Handles follow-up for ‘unintended responses’ via tactic codes set up especially for that purpose

MAT optimizes offer and campaign execution

MAT

Generates tactic codes for executionGenerates tactic codes for execution

Classifies offers stored in a MAT Offer LibraryClassifies offers stored in a MAT Offer Library



Course content

Marketing automation vision MAT tools suite MAT terms & definitions MAT sign-in & navigation Critical inputs to MAT execution Introduction to training campaign MAT tactic execution capabilities Collaborate Shared Templates Hands-on exercises




MAT Campaign

Flowchart

Campaign Summary

Form

List Template

List

On-demand Campaign

using list

Offer

On-demand Campaign

using response history

On-demand Campaign

“attract tactic”

MAT CollaborateMAT Collaborate

MAT entities



MAT Term Description

Campaign Summary

A Campaign Summary is defined at the country & Campaign ID levels in Campaign

Campaign ID equates to MPID for BAT-generated tactic codes and first five (5) positions of MAT-generated tactic codes

Campaign Summary inherits campaign descriptive data from MAT Marketing Operations

The flowcharts which support audience selection for the tactics in a campaign are associated to the Campaign Summary for that campaign

Stored in folders organized by IMT & program

Flowchart Flowcharts house the logic required to select contacts from the MDb and/or MAT response history to create a list

Flowcharts can be run manually or scheduled

Flowcharts can be used to execute a tactic from within MAT Campaign

MAT CampaignMAT Campaign

MAT entities

MAT Campaign

Flowchart

Campaign Summary



Logic in Main Audience box:Logic in Main Audience box:

Flowchart content Select audience Apply suppression/permission Apply exclusions

MAT Campaign functions: Sample flowchart




Form Forms are automatically created when a flowchart in MAT Campaign is published to MAT Collaborate

Forms are used to create list templates

List Template

List templates are used to create lists

List templates may include user variables (prompts) which support the creation of multiple lists from the same list template

List A List is a group of contacts gathered based on a pre-defined set of characteristics

Lists associated with an On-demand Campaign specify contacts who will be targeted by that tactic

Lists generated are stored in MAT proper, not in the MDb

List Template

Form

List

On-demand Campaignusing list

Offer

On-demand Campaign


On-demand Campaign



MAT entities




On-demand Campaign

Also known as ‘Collaborate Shared Template’

On-demand Campaign (ONDC) templates are used to register tactics in Collaborate

One On-demand Campaign per tactic code & country

Audiences for an On-demand Campaign may be based on a pre-defined list or may be based on response history

All tactics executed through or gathering responses in MAT must be registered & activated using an On-demand Campaign template

Offer An offer is a call to action or proposition presented to the tactic’s audience

At least one offer required for all tactics

Offers can be shared across more than one tactic, WW campaign or program

List Template

Form

List


Offer

On-demand Campaign


On-demand Campaign



MAT entities



Course content





21

Dictionary moment: MAT environments

I/T environment used for DPP, DbM and Unica Specialist MAT training courses

Sign on with student ID & password Contains limited database of contacts in

five US states (no live link to MDb) Functions & scenarios illustrated are not

US-specific – they are relevant worldwide Not linked to other MAT modules or

marketing systems

Screen layouts & selectable data values comparable to PROD

Training environment (TRAIN)

Day to day working environment used to execute tactics

Sign on with IBM intranet ID & password Links to region-specific MDb instance

(Americas, Asia-Pacific, Europe) Implemented globally (few exceptions in

some IMTs) Links to EST, MDb, other MAT modules

Feeds data to MDb, other MAT modules, reporting tools and sales management systems

Production environment (PROD)



MAT sign-in & navigation

Sign-in process Sidebar navigator Home screen components Add & Explore links Navigation tools

– Actions menu

– Warning icons

– Options menu

– Online help Screen menu bar icons Look for/Find functions Tabs & icons Logout

Hands-on



Course content





2424

Event resource kits

for event tactics

Scenario-specific elements for web-based tactics

Mailing information details for direct mail & email tactics

Creative for direct mail & email tactics

Offer details for campaign-specific offers

Tele resource

organization enablement

package for tele tactics

Campaign map with tactics, tactic codes & offers presented

Target audience definition

for proactive tactics

Campaign design package drives successful campaign execution

Campaign Design Package provides critical inputs to

MAT execution



2525

Campaign map is a visual depiction of a campaign’s design

Created by Demand Programs Professional

Campaign map depicts planned tactics for a stated period of time. Some may have entered the market in a prior quarter & still be active. Others may be new this quarter. Ongoing campaign may span multiple campaign maps

Campaign map depicts how tactics in a campaign align with one another In MAT, the tactics are linked together as shown on the campaign map MAT knows what tactic to deliver and when based on the linkages depicted

Campaign map supports

Tactic execution

Trusted source for tactic execution activities in MAT

Tactic set-up & generation

Trusted source for tactic set-up & tactic code generation in MAT

Improved response follow-up

Accelerates response follow-up and supports sophisticated nurturing scenarios

Enhanced collaboration

Facilitates communication between stakeholders and supports vendor partner collaboration



2626

Example final campaign map supports campaign execution3Q 2014 R037 – Social Business / SB Optimize Your Work Experience with Social/ SB1, SB2

Campaign owner:

Maxine Gillett/UK/IBM

Audience List

Non-respondersAudience List

R037003M One day IBM event

Face-to-face event (M)Reactive

R037001T Call to web responders

Call request fulfillment (T)Reactive

R037001WGoogle banner

Banner advertising (W)Reactive

R037002WGoogle search

Paid search (W)Reactive

R037003W Twitter Presence

Social media (W) Reactive

R037001EEvent Invitation Email

Event invitation (E)Proactive

R037016E‘Sorry you’ve missed’ email

Single follow-up email (E)Response-triggered Proactive

R037036T Tele to attendees

Post-event call to attendees (T)Response-triggered Proactive

R037015E‘Thank you for attending’ email

Single follow-up email (E)Response-triggered Proactive

R037003EFocus nurture touch 1

Nurture email series (E)Response-triggered Proactive





R037017TCall to nurture responders

Response follow-up (T)Response-triggered Proactive

R037002ESecond-chance email

Unsolicited email (E)Proactive

IWM

IWM

GR

P

Thi

rd-p

arty

GR

P

IWM

IWM

IWM

IWM

In-scope follow-up

Touch 1 + 7 days Touch 2 + 7 days Any Touch24 hours

SB_Event Registration

SB_Call Request Fulfillment

SB_Event Demonstrations/ Exhibits

SB_Event Breakout Sessions

SB_Meeting with Sales

SB_Event Materials

SB_Event Materials


BR_MTS overview

SB_Follow-up Call (call me)

BR_MTS overview


BR_MTS overview


CS_Metlife Ltd AR_IDC vendor profile OD_Interactive flash WP_Business resilience & risk



2727

Executing campaigns requires knowledge of campaign design concepts

Tactic Name Designation

Tactic Name Designation

Interaction Method Values

Interaction Method Values

Tactic Type Designation

Tactic Type Designation

Interaction Method & Tactic Type Alignment

Interaction Method & Tactic Type Alignment

Nurture Stream Considerations


Campaign- Specific Offers & Generic Offer Types

Campaign- Specific Offers & Generic Offer Types

Registration Capture Systems Available


Audience Governance Implications




Appropriate tactic type designation automatically computed based on interaction method value selectedElectronic example: Event invitation is proactive; Single follow-up email is response-triggered proactiveTele example: Contact Discovery is proactive; Response follow-up is response-triggered proactive; Call request

fulfillment is reactive Interaction method and tactic type combination determines Collaborate Shared Template to complete in MAT

Interaction Method and Tactic Type designation on campaign map facilitates execution

Categorizes the tactic based upon the motivation for its delivery to the audienceProactive: Content delivered according to the campaign design; audience did not ask for the contentResponse-triggered Proactive: Content delivered according to the campaign design; delivery prompted by

response to a prior tactic in the campaignReactive: Content delivered only when requested by the audience or when a specific action taken by the audience

Designates how the message will be delivered into the marketplaceReflected in the tactic code format and dictates the tactic type valueDivided into nine sets: Advertising, Direct Mail, Electronic, Event, Inside Sales, Public Relations, Sales Channel,

Tele, Web-basedMultiple values for Electronic, Event, Tele & Web-based tactics

Interaction method values

Tactic type values

Interaction method & tactic type alignment



2929

Nurture streams can be process-driven or client-driven

Process-driven nurture – three-touch nurture – delivers a series of three follow-up email tactics within a defined time period

Client-driven nurture – custom nurture – continues interactions with clients based on their interests and needs

Nurture stream delivery is based on contact’s response to prior tactic Designated as Response-triggered Proactive Tactic Type Designated as Nurture email series Interaction Method value

Three-touch nurture considerations- Email tactics delivered within 3-15 days

- Follow-up tele to nurture steam responders either after any touch or last touch

Custom nurture considerations- Client stays in nurture stream by exhibiting positive behaviours

- Business rules and nurture steam design determine next best offer presented

- Explored further in Science of Nurture education and custom nurture training





3030

IBM Web Membership (IWM) Web-based contact registration capture Can imbed links to IWM form in web-based & email tactics Can publish URL for IWM form on advertising, direct mail,

public relations tactics

Event enrollment/registration tools (GRP & AST) Event enrollment & attendance recording for IBM-led events Virtual Event Center (VEC) feeds data from IBM-led virtual events to GRP Third-party event registration data uploaded to GRP feeds to EST & MAT

Third-party registration capture Registration capture managed outside IBM Data provided to IBM by the third-party organization Examples: web-based tactics such as social media & content syndication

Registration capture system not shown on tele tactics – call outcome captured in MAT Leads

Campaign map depicts registration capture systems





3131

Offer selection underpins successful tactic execution

Offer

Campaign- Specific Offers & Generic Offer

Types

Campaign- Specific Offers & Generic Offer

Types



3232

Each offer is categorized by offer type

Event-related generic offers

Event Breakout Sessions (EK)Event Briefings/ 1:1 Meetings (EM)Event Demonstrations/ Exhibits (ED)Event Hospitality/Networking (EH)Event Hosted Tours (ET)Event Materials (EV)Event Registration (ER)Event Speakers (ES)Virtual Conference or Event (VE) Tele-related generic offers

Call Request Fulfillment (CR)Follow-up Call (FC)Meeting with Sales (MT)

Campaign-specific offer types Generic offer types



3333

Understanding audience governance is critical to campaign map design

‘Scope of Transaction’

Corporate policy which permits delivery of a single follow-up tactic to a contact marked for suppression under specific circumstances

IBM’s ability to deliver marketing messages is governed by a mix of country-specific legal restrictions & corporate policies

Touch monitoring

Local policies that control the interval between and number of proactive tactics which can be delivered to a contact in a designated period of time

Permission/ Suppression

Rules that ensure adherence to country data privacy laws and require IBM to manage marketing message delivery based on an account or client’s willingness to receive (permission) or desire to avoid (suppression) marketing messages





Depicts the followingFramework programCampaign nameGroup valueQuarter & year timeframeCampaign owner Notes IDChronological tactic flowTactic codes & names Interaction method valuesTactic typeOffers presentedRegistration capture systemsTarget audience lists In-scope follow-up labelTactics for non-respondersNurture delivery intervals &

follow-up tele approach

Custom nurture workbook (where applicable)

Describes (in words) target audience for each proactive tactic

Designates accounts & contacts to include/exclude

Basis for target audience selection from the MDb & MAT data tables

Critical inputs to MAT execution: Campaign design package

Campaign map Target audience definition

Mailing information details

Creative for email & direct mail tactics

Designate offer version name & code, buyer’s journey stage, offer type, tactic usage

Assets for pre-event, onsite & post-event use

Campaign-specific offer details

Scenario-specific elements for web-based tactics

Tele resource organization enablement for tele tactics

Email: HTML and/or txt format in .zip file

Direct mail: Print-ready copy & graphics

Content may be predefined for WW campaigns

Content must comply with creative standards & file standards for MAT upload

Sent from display name & subject line may be predefined by WW team

Other mailing information details determined locally

Email: reply-to email, salutation, test email, seed lists, delivery & reminders

DM: mail house, PO box

Strategy & agency statement of requirements for content syndication

Strategy, keyword list, top-ranking IBM sites & external domains for paid search

Set up offer version code in registration capture systems

Tele organization selection generally a local decision

Forecasted call volume by tactic code and country

Call guide: call objective, messaging, offers & lead validation criteria

Defined success criteria & metrics

Event resource kits for event tacticsCustom nurture



Course content





Not an actual campaign, but a realistic example of one Used to demonstrate iterative campaign mapping Architected to illustrate specific MAT capabilities Reflects 2013 programs, campaigns, interaction method values Reflect standards-compliant coding Acknowledge prerequisite tasks outside MAT Mix of proactive, response-triggered proactive & reactive tactics Mix of tactic interaction methods

– Tele, Direct Mail, Electronic, Event, Web-based

– Collectively, these five vehicles represent 94% of tactics delivered globally

Introduction to training campaign

Campaign map uses BAT-generated tactic codes and interaction method values Training platform will utilize MAT-generated tactic codes after v9 upgrade Mechanics to execute are the same for BAT- or MAT-generated tactic codes



Lotus “Peak Performance” Campaign – page 1 of 2Social Business - SB Exceptional Work Experience 2Q13

MAT 2.3 101UT Campaign Map

MAT CollaborateMAT Campaign + MAT Collaborate In-scope follow-up tactic

101UT01DPeak Mailing

Direct Mail + Dimensional PackageProactive

BR_Brochure

SB_Follow-up_Call (call me)

101UT01EPeak Performance UpdateElectronic + Single follow-

up e-MailResponse-triggered

proactive

WP_White_Paper

IK_Information_Kit

101UT02TTele to Peak Mailing CALL

ME requestsTele + Call Requested on D-

Code ResponseReactive

SB_Call _Request_Fulfillment

101UT01WGoogle banner

Web-based + Internet BannerReactive

IK_Information_Kit


101UT01TTele to banner CALL ME

requestsTele + Call Requested on

W-Code ResponseReactive

SB_Call_Request_Fulfillment

Campaign owner:

Maxine Gillett/UK/IBM

IWM

IWM

IWM



Lotus “Peak Performance” Campaign – page 2 of 2Social Business - SB Exceptional Work Experience, 2Q13

101UT02EInvitation email

Electronic + Invitation to Event

Proactive



Proactive



Proactive



Proactive



Proactive

101UT03TBooster tele

Tele + Pre-event Registration/Confirmation

Proactive



Proactive



Proactive



Proactive



Proactive

SB_Event_RegistrationSB_Event_Registration

101UT08TConfirmation teleTele + Pre-event

Registration/ConfirmationResponse-triggered proactive









SB_Event_Registration SB_Meeting with Sales

101UT01MNew York - EventEvent + Seminar

Reactive

101UT02MMiami - Event

Event + SeminarReactive

101UT03MDallas - Event


101UT04MPhoenix - EventEvent + Seminar

Reactive

101UT05MDenver - Event


SB_Event Demonstrations

101UT13TPost-event tele

Tele + Follow-up on M-Code Response

Response-triggered proactive













101UT07EPost-event nurture touch 1

Electronic + e-Nurture e-MailResponse-triggered proactive





101UT18TTele to post-event nurture

Tele + Follow-up on E-Code Response


SB_Meeting with SalesOD_Online_Demo WP_White_Paper CS_Customer_Case_Study

SB_Event_Breakout Sessions

NewNewYorkYorkNYNY

MiamiMiamiFLFL

DallasDallasTXTX

PhoenixPhoenixAZAZ

DenverDenverCOCO

AllAllLocations*Locations*

* Attendees & No-shows

GR

P

IWM



Course content





Campaign design depicts tactics in chronological order

Register each collection of related tactics in MAT– Follow-up tele to nurture stream responders, then nurture stream– Follow-up tactic, then proactive tactic using that follow-up– Follow-up tactic, then attract tactic using that follow-up

Designate one/more offers on all tactics

MAT tactic execution capabilities

Follow-up tactics must be registered in MAT before registering proactive or attract tactics using that follow-up



INTERNET BANNER & FOLLOW-UP

1. Reactive follow-up tele to Google banner responders who accept “call me” offer

2. Reactive Internet Banner





11



IK_Information_Kit


22

Lotus “Peak Performance” Campaign (part)Social Business - SB Exceptional Work Experience

No response-triggered follow-up to Internet Banner responders who requested only the information kit, but they could be included in the target audience for the event invitation

Collaborate shared template

List + Collaborate shared template

In-scope follow-up tactic

IWM



DIRECT MAIL & FOLLOW-UP

1. Reactive follow-up tele to direct mail responders who accept “call me” offer

2. In-scope response-triggered proactive follow-up email to all direct mail responders

3. Proactive Direct Mail





101UT01DPeak Mailing


BR_Brochure




proactive

WP_White_Paper

IK_Information_Kit




SB_Call _Request_Fulfillment

33

22

11

IWM

IWM



DRIVE TO EVENT

1. Proactive email invitations

2. Proactive tele booster calls




Proactive



Proactive



Proactive



Proactive



Proactive



Proactive



Proactive



Proactive



Proactive



Proactive

SB_Event_RegistrationSB_Event_Registration

NewNewYorkYorkNYNY

MiamiMiamiFLFL

DallasDallasTXTX

PhoenixPhoenixAZAZ

DenverDenverCOCO

11 22




GR

P




EVENTS & SURROUND TACTICS

1. In-scope response-triggered proactive tele to all nurture stream responders

2. Not-scope three-touch nurture stream to all event attendees

3. In-scope response-triggered proactive confirmation tele to all event registrants

4. In-scope response-triggered proactive tele to all event attendees

5. Reactive event as attract tactic













Reactive






Reactive



SB_Event_Demonstrations
















SB_Event_Breakout_Sessions

NewNewYorkYorkNYNY

MiamiMiamiFLFL

DallasDallasTXTX

PhoenixPhoenixAZAZ

DenverDenverCOCO

33 4455

101UT07EPost event nurture touch 1










AllAlllocationslocations

11

IWM

22

GR

P



Course content





Collaborate Shared Templates

Also referred to as “On-demand Campaign” entries or ONDCs Defined as a series of screens intended to guide the user through the creation of a

list (list template) or tactic registration & activation (On-demand Campaign template)

Intended to enable consistent tactic execution Executes common execution scenarios with pre-defined logic Supports tactics with proactive, follow-up or attract intent Requires an audience list for proactive tactics Incorporates geo MDb access logic for proactive templates Presents templates for global use where no MDb access is required




All Geos WW Attract Flex Routing WW Attract Tactic Registration WW Response Tele WW eNurture In Scope WW eNurture Not Scope

Geo-specific (aligned by MDb) Proactive Email from List Proactive Mail from List Proactive Tele from List Response Proactive Email



In all Collaborate Shared Templates …

Enter unique name using corporate-standard naming convention Associate other MAT users as team members on ‘People’ tab Designate campaign by selecting Country & Campaign ID

– Most data fields populated from tactic code generator

Select tactic code– Most data fields populated from tactic code generator

Select offer(s) presented from picklist provided – Mix of campaign-specific offers & generic offer types

Designate follow-up tele and/or nurture stream for responders– Tele and/or nurture stream must be registered/activated in MAT to be selectable

Use MAT history tables– Write tactic code to contact history table– Read response history table to trigger automated follow-up




Dictionary moment: MAT history tables

Contact history Data table which records all tactics delivered to a contact from MAT CONT_CH_V houses contact history data for prior three months CONT_CH_V_12MO houses contact history data from prior twelve months Content of MAT contact history table is fed to CRM Siebel & Marketing Database

(MDb)

If prior three months’ data is sufficient for your purposes, using CONT_CH_V will be more efficient than querying the larger data table

Contact history data older than 12 months has been archived To access archived data, submit a help desk ticket



Dictionary moment: MAT history tables

Response history Data table which records data such as name, contact details and offer(s) accepted

when a contact completes a registration form on IWM or GRP Data table also records registration data uploaded from third-party providers CONT_RHIST houses response history from prior twelve months Content of MAT response history table is fed to CRM Siebel & MDb

Response history data older than 12 months has been archived To access archived data, submit a help desk ticket



All Collaborate Shared Templates include ‘People’ tab

Lists MAT users associated with a Collaborate entry Click ‘Edit Member/Role Settings’ Click ‘All Users’ to designate users as team members on a list or On-demand Campaign Users designated as team members on a list see entry in ‘My Lists’ view Users designated as team members on an On-demand Campaign

– See entry in ‘My On-demand Campaigns’ view– Receives test emails

Collaborate Shared Templates: ‘People’ tab



Tactic type /

Interaction method

Proactive Response-triggered Proactive

In-scope

Response-triggered Proactive

Not Scope

Reactive

Direct Mail<geo> Proactive Mail

from List

Electronic <geo> Proactive Email

from List<geo> Response

Proactive Email <geo> Response Proactive Email

Executed from MAT Campaign (not

Collaborate template)

Electronic NurtureWW eNurture In

ScopeWW eNurture Not

Scope

Event

WW Attract Tactic Registration

WW Attract Flex Routing

Tele<geo> Proactive Tele

from List WW Response Tele WW Response Tele WW Response Tele

Web-based

WW Attract Tactic Registration


Collaborate Shared Templates: Current inventory



Course content





Hands-on exercises

Reactive tele (WW Response Tele) Reactive internet banner (WW Attract Tactic Registration) Response-triggered proactive email (Response Proactive Email) Proactive direct mail (Proactive Mail from List) Proactive email (Proactive Email from List) Proactive tele (Proactive Tele from List) Response-triggered proactive tele (WW Response Tele) Nurture stream test emails (Proactive Email from List) Nurture stream set-up (WW eNurture Not Scope) Reactive events (WW Attract Flex Routing) Customizing Collaborate Recap



Hands-on exercises




Lotus “Peak Performance” CampaignSocial Business - SB Exceptional Work Experience





1. Reactive tele to Google banner responders who request “Call me”




IK_Information_Kit






11

22

No response-triggered follow-up planned to internet banner responders who requested only the information kit, but they can be included in the target audience for the event invitation.

IWM



Reactive Tele 101UT01T

Outside Collaborate Tele + Call Requested on W-code Response Reactive tactic type Generate tactic code Identify tele resource organization Brief tele resource organization

In Collaborate “Add an On-demand Campaign” “WW Response Tele” shared template Designate country & campaign Designate tactic scope as reactive Designate tactic code & offers Activate tactic (pending incoming responses)

Responses trigger transfer to Leads LDR sees 101UT01W as source in Leads LDR can override tele suppression for reactive follow-up tele







WW Response Tele: Vehicle-specific considerations

Does not require a list – Designed to deliver T-code based on response to prior tactic Single template supports three deliver scenarios for follow-up tele

– Reactive: Account/contact-level suppressions & touch monitoring bypassed; all contacts are included

– In-scope response-triggered proactive: Contact-level suppressions are bypassed based on 'scope of transaction' guidelines

– Not-scope response-triggered proactive: All applicable audience governance rules are applied

Enables use of single follow-up tele for multiple tactics in the campaign Permits execution based upon acquisition company client database contact

permissions/suppressions (defaults to IBM permissions/suppressions) Designate one offer to be presented in the call Can designate nurture stream for responders T-coded contact records routed to designated tele resource organization

– Routing rules in Leads determine allocation to individual LDRs

– Calls executed from Leads module

Activation does not trigger immediate delivery of follow-up tele, MAT delivers contact records to Leads when responses to prior/source tactic come in

Reference: Collaborate Shared Templates

Hands-on



Hands-on exercises





1. Reactive tele to Google banner responders who accept “Call me” offer








IK_Information_Kit






11

22

No response-triggered follow-up planned to internet banner responders who requested only the information kit, but they can be included in the target audience for the event invitation.

IWM



Internet banner “attract” tactic 101UT01W

Outside Collaborate Web-based + Internet Banner Reactive tactic type Generate tactic code Coordinate banner creative Set up IWM form for response capture

In Collaborate “Add an On-demand Campaign” “WW Attract Tactic Registration” shared

template Designate country & campaign Select tactic code & offers Specify follow-up tele to “Call me” responders Activate tactic (pending incoming responses)

Ca

ptu

red

in

IWM



IK_Information Kit




WW Attract Tactic Registration: Vehicle-specific considerations

Supports reactive “attract” tactics Activation ensures attract tactic’s responses are captured in MAT Specify tactic code & offers presented Designate same follow-up tele to all responders

– Leave default “None” if no tele follow-up to responders is planned– Select a T-code to designate follow-up tele tactic to be delivered to responders– Selected T-code must already be registered/activated in MAT

Designate if follow-up tele is to call requests only or all responders Designate tele resource organization Can designate nurture stream to all responders Can designate follow-up tele to nurture responders Activate Collaborate entry pending incoming responses Response follow-up limited to follow-up tele & nurture stream

– Use geo Response Proactive Email template to trigger email to responders


Hands-on



Hands-on exercises





1. Reactive tele to direct mail responders who accept “Call me” offer







101UT01D“Peak Mailing”


BR_Brochure




proactive

WP_White_Paper

IK_Information_Kit





33

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IWM



Reactive tele 101UT02T

Outside Collaborate Tele + Call Requested on D-Code Response Reactive tactic type Generate tactic code Identify tele resource organization Brief tele resource organization

In Collaborate “Add an On-demand Campaign” “WW Response Tele” Designate country & campaign Designate tactic scope as reactive Select tactic code & offers Activate tactic (pending incoming responses)

Responses trigger transfer to Leads LDR sees source tactic code in Leads LDR can override tele suppression for reactive follow-up tele

Used “WW Response Tele” in earlier exercise. In the interest of time, On-demand Campaign entry has already been created for 101UT02T.









1. Reactive tele to direct mail responders who accept “Call me” offer








BR_Brochure




proactive

WP_White_Paper

IK_Information_Kit


ME requestsTele + Call requested on D-



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IWM



Response-triggered proactive email 101UT01E

Outside Collaborate Electronic + Single follow-up e-Mail Response-triggered proactive tactic type Generate tactic code Coordinate email creative (per creative standards) Validate/proof creative content Define mailing information details Set up IWM form for response capture

In Collaborate “Add an On-demand Campaign” Geo “Response Proactive Email” Designate country & campaign Select acquisition preference code or default to All IBM Select tactic code & offers Upload email creative Complete Mailing Information tab Test email creative & log approval including approvers Set-up target start/end dates and designate daily recurrence Activate tactic (pending incoming responses) Triggers follow-up email delivery to all direct mail tactic responders

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proactive

WP_White_Paper

IK_Information_Kit



Response Proactive Email: Vehicle-specific considerations

MDb-specific versions for Americas, Asia-Pacific, Europe Does not require a list – MAT identifies recipients based on response history Drive email delivery (E-code tactic) to responders to a prior tactic (tactic source code)

– Web responses, event attendees or event no-shows – Emails sent as a single batch or over a period of time depending upon response expectations– URL links in an email are active for a 60 day period (7 days only for test emails)

Designate in-scope or not-scope delivery – In-scope: contacts suppressed for email will be included under ‘scope of transaction’ guidelines– Not scope: contacts suppressed for email will be excluded from tactic audience

Supports creative upload into MAT eMessage in .txt and/or .html formats Permits email execution based upon acquisition company client database contact

permissions/suppressions (defaults to IBM permissions/suppressions) Designate one or more offers Designate mailing information including test email recipients Trigger delivery of test emails & log approval including approvers Can designate follow-up tele and/or nurture stream for email responders Activation does not trigger immediate delivery of the follow-up emails; MAT delivers follow-

up emails when responses to prior/source tactic come in




Response Proactive Email: Mailing Information Details

Sent from (display name) Reply to (email address) Subject line Salutation format (if applicable) Test email recipient names & email addresses (internal & external for DPP) Test email approvers

Use of seed lists is not appropriate since every response would trigger delivery of another copy of the tactic to the seed list

Use of reminders in not enabled since reminders are delivered at a designated date/time which cannot be predetermined for response-triggered tactics


Demo




Response Proactive Email: Workflow

Test email approval– Pause ONDC, Set Test Email approval status to ‘Finished’, add actual start/end dates & approvers

Set daily recurrence

Description Batch response capture Ongoing response capture

Example tactic Event attendees Web-based responses

On-demand Campaign status Pause ONDC: ‘On hold’ Pause ONDC: ‘On hold’

Run to send email to all test recipients Set to ‘Skipped’ Set to ‘Skipped’

Test email approval No changes No changes

Run to send followup email No changes No changes

Prepare for recurrence Set to ‘Skipped’ Set to ‘Skipped’

Daily run – Status tab Set to ‘Skipped’ Set to ‘Pending’

Set Target Start/End 12 hours out

Daily run – Recurrence tab Set Frequency to ‘Daily’

Set Ending ‘End by’ date

Set Frequency to ‘Daily’

Set Ending to ‘Infinite’ or set End by date

On-demand Campaign status Update to ‘In progress’ Update to ‘In progress’



Hands-on exercises




Direct mail 101UT01D

Outside Collaborate Direct Mail + Dimensional Package Proactive tactic type Submit target audience data list request to DbM Generate tactic code Coordinate direct mail creative Define mailing information details Set up IWM form for response capture

In Collaborate Review list and refresh if more than 24 hours old “Add an On-demand Campaign” Geo “Proactive Mail from List” Designate country & campaign Select tactic code & offers Select target audience list Designate desired follow-up to responders Identify mail house & mailing information Activate tactic to produce mail list export file Ensure mail house collects data file within 10 days

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BR_Brochure




Proactive Mail from List: Vehicle-specific considerations

MDb-specific versions for Americas, Asia-Pacific, Europe Supports proactive direct mail execution Requires audience list using data from MDb and/or MAT tables Permits direct mail execution based upon acquisition company client database contact

permissions/suppressions (defaults to IBM permissions/suppressions) Designate one or more offers Can designate follow-up tele for responders Can designate nurture stream for responders Refresh target audience list no less than 24 hours before use Mail house name and include/exclude post office box prompts Produce mail list export file for vendored mail house use

(writes D-code to contact history) Stores mail list export file on IBM secure server Sends email notifications to designated vendor & MAT user Mail vendor must retrieve file within 10 days; older files are removed





Proactive Mail from List: Mailing Information Details

Mail house name Include contacts with PO box addresses (yes/no)

Use of seed lists is not currently supported, but a requirement to support the inclusion of seed lists for direct mail tactics has been logged

Hands-on



Hands-on exercises




Invitations emails 101UT02E-101UT06E

Outside Collaborate Electronic + Invitation to Event Proactive tactic type Submit target audience data list request to DbM Generate five (5) tactic codes Coordinate email creative (creative standards) Validate/proof creative content Set up event brief in EST Enable event registration capture in GRP Define mailing information details

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Proactive



Proactive



Proactive



Proactive



Proactive

SB_Event_Registration

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Invitations emails 101UT02E-101UT06E

In Collaborate Review DbM-generated list(s) “Add an On-demand Campaign” Geo “Proactive Email from List” Designate country & campaign Select acquisition preference code or default to All

IBM Select tactic code & offers Select target audience list Upload email creative Complete Mailing Information tab Test email creative & log approval including

approvers Trigger delivery & schedule reminder Repeat for each of five invitations

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Proactive



Proactive



Proactive



Proactive



Proactive


NewNewYorkYorkNYNY

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Proactive Email from List: Vehicle-specific considerations

MDb-specific versions for Americas, Asia-Pacific, Europe Requires audience list using data from MDb and/or MAT tables Used to upload reusable seed list into MAT eMessage Supports creative upload into MAT eMessage in .txt and/or .html formats

– URL links in a proactive email & reminder email are active for a 60 day period each– URL links in a test email are active for 7 days only

Permits email execution based upon acquisition company client database contact permissions/suppressions (defaults to IBM permissions/suppressions)

Designate one or more offers Designate mailing information including test email recipients Designate whether/not to send reminder email Can designate follow-up tele for responders Can designate nurture stream for responders Trigger delivery of test emails & log approval including approvers Refresh audience list no less than 24 hours before use Trigger or schedule email delivery (writes E-code to contact history) Schedule optional reminder email delivery (up to 21 days after initial delivery)




Proactive Email from List: Mailing Information Details

Sent from (display name) Reply to (email address) Subject line Reminder email subject line (if applicable) Salutation format (if applicable) Internal seed list name Test email recipient names & email addresses (internal & external for DPP) Test email approvers Delivery timing: local date/time Reminder delivery timing: local date/time (up to 21 days after initial delivery)


Hands-on



Hands-on exercises




Booster tele 101UT03T-101UT07T

Outside Collaborate Tele + Pre-event Registration/Confirmation Proactive tactic type Submit target audience data list request to DbM Generate five (5) tactic codes Identify tele resource organization Brief tele resource organization

In Collaborate Refresh list if more than 24 hours old “Add an On-demand Campaign” Geo “Proactive Tele from List” Designate country & campaign Select tactic code & offers Select target audience list Designate tele resource organization Activate to transfer contact records to Leads Repeat for each of five booster tele tactics

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Proactive



Proactive



Proactive



Proactive



Proactive


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Proactive Tele from List: Vehicle-specific considerations

MDb-specific versions for Americas, Asia-Pacific, Europe Requires audience list using data from MDb and/or MAT tables Supports proactive tele execution Designate one offer to be presented in the call Template does not apply audience governance or prompt user to refresh list

– Audience governance logic must be applied in the flowchart used to create the list– Target audience list must be refreshed no less than 24 hours before it is used

Contact records routed to designated tele resource organization (writes T-code to contact history)

– DPP designates tele resource organization in Collaborate template– Routing rules in Leads determine allocation of T-codes to individual LDRs

Calls executed from Leads module


Hands-on



Hands-on exercises




EVENTS & SURROUND

1. In-scope response-triggered proactive tele to nurture stream responders

2. Not-scope response-triggered proactive nurture stream to event attendees & no-shows

3. In-scope response-triggered proactive tele to event registrants (follow-up on invitation email or booster tele that generated enrollment)

4. In-scope response-triggered proactive tele to event attendees

5. Reactive events as attract tactics














Reactive






Reactive




















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2211



Response-triggered proactive tele 101UT18T

Outside Collaborate Tele + Follow-up on E-Code Response Response-triggered proactive tactic type Generate tactic code Identify tele resource organization Brief tele resource organization

In Collaborate “Add an On-demand Campaign” “WW Response Tele” Designate country & campaign Designate tactic scope as In Scope Select tactic code & offers Activate tactic (pending incoming responses)







WW Response Tele: Vehicle-specific considerations

Does not require a list – Designed to deliver T-code based on response to prior tactic Single template supports three deliver scenarios for follow-up tele

– Reactive: Account/contact-level suppressions & touch monitoring bypassed; all contacts are included

– In-scope response-triggered proactive: Contact-level suppressions are bypassed based on 'scope of transaction' guidelines

– Not-scope response-triggered proactive: All applicable audience governance rules are applied

Enables use of single follow-up tele for multiple tactics in the campaign Permits execution based upon acquisition company client database contact

permissions/suppressions (defaults to IBM permissions/suppressions) Designate one offer to be presented in the call Can designate nurture stream for responders T-coded contact records routed to designated tele resource organization

– Routing rules in Leads determine allocation to individual LDRs

– Calls executed from Leads module

Activation does not trigger immediate delivery of follow-up tele, MAT delivers contact records to Leads when responses to prior/source tactic come in


Hands-on



Hands-on exercises




EVENTS & SURROUND



















Reactive






Reactive




















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IWM












2211

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P



Nurture stream test emails 101UT07E, 101UT08E, 101UT09E

Outside Collaborate Electronic + e-Nurture e-Mail Response-triggered proactive tactic type Generate three (3) tactic codes Coordinate email creative (3) Validate/proof creative content Define mailing information details Set up IWM form(s) for response capture

In Collaborate “Add an On-demand Campaign” Geo “Proactive Email from List” Designate country & campaign Select acquisition preference code or

default to All IBM Select tactic code & offers Upload email creative Complete Mailing Information tab Test email creative & log approval

including approvers Change status to “Cancelled” Repeat for each of three touches

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OD_Online_Demo WP_White_paper CS_Customer_Case_Study



Proactive Email from List: Vehicle-specific considerations

MDb-specific versions for Americas, Asia-Pacific, Europe Requires audience list using data from MDb and/or MAT tables (not applicable for nurture emails) Used to upload reusable seed list into MAT eMessage (not applicable for nurture emails) Supports creative upload into MAT eMessage in .txt and/or .html formats

– URL links in an email are active for a 60 day period (7 days only for test emails)

Permits email execution based upon acquisition company client database contact permissions/suppressions (defaults to IBM permissions/suppressions)

Designate one or more offers Designate mailing information including test email recipients Designate whether/not to send reminder email (not applicable for nurture emails) Can designate follow-up tele for responders (not applicable for nurture emails) Can designate nurture stream for responders (not applicable for nurture emails) Trigger delivery of test emails & log approval including approvers Refresh audience list no less than 24 hours before use (not applicable for nurture emails) Trigger or schedule email delivery (writes E-code to contact history, not applicable for nurture emails) Schedule optional reminder email delivery (up to 21 days after initial deliver, not for nurture emails) When used for nurture creative upload & approval, cancel entry in MAT to ensure E-code is selectable

in Touch fields on WW eNurture shared template




Proactive Email from List: Mailing Information Details

Sent from (display name) Reply to (email address) Subject line Reminder email subject line (not applicable for nurture emails) Salutation format (if applicable) Internal seed list name (not applicable for nurture emails) Test email recipient names & email addresses (internal & external for DPP) Test email approvers Delivery timing: local date/time (not applicable for nurture emails) Reminder delivery timing: local date/time (up to 21 days after initial delivery)

– Not applicable for nurture emails


Hands-on



Hands-on exercises




Nurture stream set-up 101UT07E, 101UT08E, 101UT09E

In Collaborate “Add an On-demand Campaign” “WW eNurture Not Scope” Designate country & campaign Select acquisition preference code or default to All IBM Select tactic codes & offers Specify touch 1, 2, 3 intervals Activate tactic (pending incoming responses)

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OD_Online_Demo WP_White_Paper CS_Customer_Case_Study



WW eNurture Templates: Vehicle-specific considerations

Does not require a list – MAT identifies recipients based on response history Designed to deliver a series of three sequential email (E-code) tactics Permits nurture email execution based upon acquisition company client database contact

permissions/suppressions (defaults to IBM permissions/suppressions) Nurture email creative uploaded and tested in geo Proactive Email from List URL links in a nurture email are active for a 60 day period (7 days only for test emails) Separate templates for in-scope and not-scope delivery Supports one/more offers presented for each touch in the series Nurture stream spans 3-15 days depending on delivery intervals selected

– Touch 1 sent 1-24 hours after response is logged in MAT – Touch 2 sent 1-7 days after Touch 1 was sent– Touch 3 sent 1-7 days after Touch 2 was sent

Response to Touch 1 does not influence delivery of Touch 2 Response to Touch 2 does not influence delivery of Touch 3 OPPTY creation does not influence delivery of three touches Can designate follow-up tele for responders Post-event nurture streams will be sent to both attendees & no-shows and therefore must

be delivered as not-scope




WW eNurture In Scope: Vehicle-specific considerations

Supports in-scope response-triggered proactive delivery – Touch monitoring & “high touch club” logic is not applied – Account-level suppression is applied to all three nurture touches– Contact-level suppression is not applied to Touch 1, but is applied to Touch 2 and Touch 3– Touch 1 must stand alone for contacts with contact-level suppression, who will therefore not receive

Touch 2 or 3 – Re-use across tactics in the same campaign or campaigns in the same program is not practical since

under scope of transaction policy, Touch 1 text must explicitly reference prior response

WW eNurture Not Scope: Vehicle-specific considerations

Supports not-scope response-triggered proactive delivery – Touch monitoring & “high touch club” logic is not applied – Account & contact-level suppression is applied to all three touches – Contacts suppressed for email will not be delivered any of the three touches

Can be utilized by multiple tactics in the same campaign Can be utilized by multiple campaigns supporting the same profile




WW eNurture: Mailing Information Details

Sent from (display name) Reply to (email address) Touch 1 subject line Touch 2 subject line Touch 3 subject line Salutation format (if applicable) Test email recipient names & email addresses (internal & external for DPP) Test email approvers

Use of seed lists is not appropriate since every response would trigger delivery of another copy of the tactic to the seed list

Use of reminders in not enabled since reminders are delivered at a designated date/time which cannot be predetermined for response-triggered tactics and reminders would “cross paths” with follow-on touches in the nurture stream

Nurture email creative uploaded and tested in geo Proactive Email from List templates Geo Proactive Email from List cancelled prior to WW eNurture template set-up


Hands-on



Hands-on exercises
















Reactive






Reactive




















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EVENTS & SURROUND







33 55 44

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GR

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Reactive






Reactive




















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EVENTS & SURROUND







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Confirmation tele In-scope follow-up to event registrants Tele + Pre-event Registration / Confirmation Response-triggered proactive tactic type Tele resource: ibm.com (AG) MAT: WW Response Tele

Used “WW Response Tele” in earlier exercise. In the interest of time, On-demand Campaign entries have been created for all five confirmation tele tactics












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GR

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Reactive






Reactive




















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EVENTS & SURROUND







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Post-event tele In-scope follow-up tele to event attendees Tele + Follow-up on M-Code Response Response-triggered proactive tactic type Tele resource: ibm.com (AG) MAT: WW Response Tele

Used “WW Response Tele” in earlier exercise. In the interest of time, On-demand Campaign entries have been created for all five post-event tele tactics

















NewNewYorkYorkNYNY

MiamiMiamiFLFL

DallasDallasTXTX

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DenverDenverCOCO















Reactive






Reactive




















NewNewYorkYorkNYNY

MiamiMiamiFLFL

DallasDallasTXTX

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EVENTS & SURROUND

1. In-scope response-triggered proactive tele to nurture stream responders1. Not-scope response-triggered

proactive nurture stream to event attendees & no-shows





55

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WW Attract Flex Routing: Vehicle-specific considerations

Creation of “attract” entry ensures capture of incoming responses Supports follow-up tele to responders using Q&A or pre/post event data

– Designate if follow-up tele is to call requests only or all responders– Designate tele resource organization or Sales (routed outside MAT)

Enter up to seven (7) routing rules Rule 8 routes all remaining responses Rules 1 and 8 are required Can designate nurture stream delivery (with or without follow-up tele) to all

responders– For events, nurture stream will be delivered to both event attendees and registrant no-shows

Activate Collaborate entry pending incoming responses

Deliver single email to responders using geo Response Proactive Email





Follow-up tele routing for attract tactics using web response capture– Use When Question Starts with, And Answer Starts with– And Response Type is ‘Web Response’

Follow-up tele routing for attract tactics using pre/post event data– Leave When Question Starts with, And Answer Starts with blank– Designate pre-event or post-event status in And Response Type is

Collaborate Shared Template: WW Attract Flex Routing



Response Type Values

Collaborate Shared Template: WW Attract Flex Routing

‘Any Response Type’ Default value in the field

Web Response (ID 25) Indicates responses data came from web

response capture form (IWM) Used with any attract tactic using web

response capture form

Pre-Event \ Cancelled (ID 42) Value indicates contact enrolled for the event,

but has since cancelled that enrollment

Pre-Event \ Confirmed (ID 41) Value indicates contact is enrolled for the event Use of the term “confirmed” does not indicate

whether/not the contact has been targeted for or received a pre-event confirmation call

Attended (ID 23) Post-event value indicates contact attended the

event

Registered (ID 22) Post-event value indicates contact was enrolled

for the event, but did not attend



Outside Collaborate

Event + Seminar Reactive tactic type Generate five (5) tactic codes Compete event briefs in Event Solution

Tool (EST) Coordinate event logistics Post-event: record attendance & close

event in GRP

Reactive events 101UT01M-101UT05M


Reactive






Reactive





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In Collaborate

“Add an On-demand Campaign” “WW Attract Flex Routing” Designate country & campaign Select tactic code & offers Specify routing rule to trigger pre-event

confirmation tele to event registrants Specify routing rule to trigger post-event

follow-up tele to event attendees Designate nurture stream to event attendees

& no-shows Specify follow-up tele to nurture stream

responders Activate tactic (pending incoming responses) Repeat for each of five events



Reactive






Reactive





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Specify tele routing to trigger pre-event confirmation tele to event registrants – Status Pre-Event \ Confirmed

– 101UT08T for New York event 101UT01M

– 101UT09T for Miami event 101UT02M

– 101UT10T for Dallas event 101UT03M

– 101UT11T for Phoenix event 101UT04M

– 101UT12T for Denver event 101UT05M

Specify tele routing to trigger post-event tele to event attendees– Status Attended

– 101UT13T for New York event 101UT01M

– 101UT14T for Miami event 101UT02M

– 101UT15T for Dallas event 101UT03M

– 101UT16T for Phoenix event 101UT04M

– 101UT17T for Denver event 101UT05M

Not-scope nurture stream to event attendees & no-shows In-scope response-triggered proactive tele to nurture stream responders


Hands-on



In another campaign … Internet banner’s web registration form

captures customer’s industry & presents “call me”, case study offers

Contacts who accept the “call me” offer targeted with a 100UE14T reactive tele

Contacts who did not accept the “call me” offer targeted with 100UE15T in-scope response-triggered proactive follow-up tele

Response-triggered proactive calls distributed to different tele resource organizations based on the contact’s stated industry

– Manufacturing, navigation, petroleum, retail & service providers routed to InfoSphere

– Automotive, banking & chemical routed to ECM

Remaining responses routed to Sales

Other uses of Attract Flex Routing

100UE01WYahoo banner


CS_Customer_Case_Study


100UE14TTele to CALL ME requestsTele + Call Requested on



100UE15TFollow-up tele

Tele + Follow-up on W-Code Response



IWM



Download your Information kit. Find your Industry. Find your solutionManufacturingNavigationPetroleumRetailService ProviderAutomotiveBankingChemical

Do you want to be contacted by an specialist?YesNo



Rep call requested?

100UE14Tibm.com

yes

Industryrouting

100UE15TInfoSphere

no

100UE15TECM

Pass to Sales

Industry M,N,P,R or S

A,B or C

all others





Contacts who accept the “call me” offer targeted with a 100UE14T reactive tele Contacts who did not accept the “call me” offer targeted with 100UE15T in-scope response-

triggered proactive tele routed to InfoSphere or ECM based on industry designated on the web response form



Hands-on exercises




Customizing Collaborate

Setting default views

– Standard views

– My On-demand Campaigns

– On-demand Campaigns Created by Me

Hands-on



Hands-on exercises




Recap: Proactive tactic execution set-up & delivery

Coordinate direct mail creative Set up response capture form Identify mail house & delivery

method

Coordinate email creative in line with creative standards

Set up response capture form Define mailing information

details

Identify tele resource organization

Brief tele resource organization using enablement package materials

Select mail house Designate follow-up to

responders

Upload email creative & input mailing information details

Designate follow-up to responders

Identify tele resource organization

Limited to a single offer*

Mail list export file produced & stored on IBM secure server

Notification emails sent to MAT user & designated mail house

Mail house retrieves mail list export file & sends direct mail

Send test emails, secure and record approval

Emails sent to target audience list & designated seed list

Optional: Reminder emails (conditions apply)

Audience list routed to tele resource organization in Leads

Routing rules in Leads drive call allocation to LDRs

Calls executed from Leads

Define tactic, generate tactic code in MAT Create target audience list using data from MDb and/or MAT history tables

Select customized template; designate market country, campaign ID, tactic code & select offer(s)* presented Associate target audience list

Activate MAT entry to trigger tactic execution Tactic code recorded in contact history for all contacts on target audience list

Pre

req

uis

ite

task

sM

AT

set

-up

MA

T t

acti

c ex

ecu

tio

n

Proactive Direct Mail Proactive Email Proactive Tele



Recap: Automated follow-up: Tele-based tactics set-up & delivery

Call delivered based on prior response to a tactic in the same campaign in which client specifically requested IBM contact

Client did not request IBM contact Campaign design is driving call delivery based on

response to a prior tactic in the campaign

Identify tactic scope as ‘reactive’ Designate offer as ‘Call Request Fulfillment’

Identify tactic scope: In-scope or Not-scope Designate offer to be presented (limited to one offer)

Designate market country, campaign ID, tactic code

Follow-up must be designated before registrations are loaded into MAT When registrations received, MAT records follow-up tactic code in contact history When registrations received, MAT routes contact records to tele resource organization in Leads module Routing rules in Leads drive call allocation to individual LDRs LDR can see tactic code which generated response & justified follow-up for each record in Leads work queue

Des

crip

tio

nM

AT

se

t-u

p

Fo

llo

w-u

p

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ic

del

iver

y

Reactive tele Response-triggered proactive tele

Define tactic, generate tactic code in MAT tactic code generator Identify tele resource organization Brief tele resource organization using enablement package materialsP

rere

qu

isit

e ta

sks

None In-scope: MAT logic will exclude contacts with account-level suppression

Not-scope: MAT logic will exclude contacts based on suppression, touch monitoring and/or contact interest

Au

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nc

e g

ove

rn-

ance



Recap: Automated follow-up: Email-based tactics set-up & delivery

Campaign design is driving nurture stream delivery based on response to a prior tactic in the campaign

Defined as a series of three emails touches

Campaign design is driving email delivery based on response to a prior tactic in the campaign

Select scope-specific template, designate tactic code, offer(s) & delivery interval for each touch

Can designate tele follow-up to responders

Identify tactic scope: In-scope or Not-scope Designate source tactic code & email tactic code Designate offer(s) presented

Designate market country, campaign ID; upload creative, send test emails & secure/record approvals

Follow-up must be designated before registrations are loaded into MAT When registrations received, MAT records tactic codes in contact history

Des

crip

tio

nM

AT

set-

up

Fo

llo

w-u

p

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ic

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iver

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Three-touch nurture stream Single follow-up email

Define tactic, generate tactic code in MAT (nurture requires 3 tactic codes, one per nurture email) Coordinate email creative in line with creative standards (nurture requires 3 sets of email creative) Set up response capture forms Define mailing information details

Pre

req

uis

ite

task

s

In-scope: MAT logic overrides contact-level email suppression for Touch 1, does not send touch 2 or 3. Excludes all contacts in email suppressed accounts

Not-scope: MAT will exclude contacts based on suppression, touch monitoring and/or contact interest

In-scope: MAT logic overrides contact-level email suppression to send email, but will exclude contacts with account-level suppression

Not-scope: MAT logic will exclude contacts based on suppression, touch monitoring and/or contact interest

Au

die

nce

g

ove

rn-

ance

When registrations received, emails sent at designated intervals

When registrations received, follow-up email sent Specific MAT set-up required for registrations that

will come in over time versus batch response capture



Recap: Automated follow-up in MAT

TeleDeliver as reactive, in-scope or not-scope follow-up

Can use same tele as follow-up on more than one tactic, but each use must have the same scope: reactive, in-scope or not-scope

Routing rules allow user to designate different tele tactic codes or different tele resource organizations based on data from registration capture systems

Three touch nurture streamDeliver as in-scope or not-scope Can use same nurture stream as follow-up on more than one tactic

When nurture stream is not-scope, email suppressed contacts will be excluded

When nurture stream is in-scope, MAT will deliver Touch 1 to email suppressed contacts, but will not deliver Touch 2 or 3

Single follow-up emailDeliver as in-scope or not-scope In-scope & not-scope delivery defined in separate entries

User keys in source tactic code which triggers email delivery

Can use same creative to follow-up on more than one source tactic using unique tactic code for each

Deliver reactive single email using Campaign flowchart

TeleDeliver as reactive or in-scope follow-up to attendees

Deliver as not-scope follow-up to no-shows since no-shows are not responses to the event

Three touch nurture streamSame nurture stream delivered to both attendees & no-shows, so the nurture stream must be categorized as not-scope

Single follow-up emailDeliver in-scope follow-up to attendees

Deliver not-scope follow-up to no-shows

Options for follow-up to responders

Special considerations for follow-up to event tactics



Course content

Marketing automation vision MAT tools suite MAT terms & definitions MAT sign-in & navigation Critical inputs to MAT execution Introduction to training campaign MAT tactic execution capabilities Collaborate Shared Templates Hands-on exercises




Lists

On-demand Campaigns

Limit 50 characters Scope, master program

shortname, tactic ID and tactic name separated by underscores

No spaces between words

US_SB_101UT01E_IntroEmail

UK_BA_101AR01E_ReachEmail

CN_BAO_CN1BA01D_Invite

FR_IL_R001001E_CreateInterest

Form

List Template

List


Offer

On-demand Campaign


On-demand Campaign



Naming conventions in MAT

Master program short names: Marketing Automation Wiki > Campaign execution > Naming conventions



Nurture Streams

Limit 50 characters Scope, master program and

meaningful nurture stream name separated by underscores

No spaces between words

CN_SB_PostEventNurture

US_BA_PrimeContactsNurture

Form

List Template

List


Offer

On-demand Campaign


On-demand Campaign


Unica CollaborateUnica Collaborate


Master program short names: Marketing Automation Wiki > Campaign execution > Naming conventions



Naming conventions in MAT: Tactic scope

Most MAT naming conventions incorporate scope in the MAT entry’s name– Represents the geographic scope of the tactic’s execution – Generally refers to the country in which the tactic is executing – Use two-character ISO-standard country code

Naming convention allows for a broader statement of scope for three teams for whom MAT has been programmed to support execution across multiple countries from a single MAT entry

– Where US & Canada are executing the tactic with a single On-demand Campaign entry in MAT, scope is “NA”

– Where Australia & New Zealand are executing the tactic with a single On-demand Campaign entry in MAT, scope is “ANZ”

– Where Belgium & Luxembourg are executing the tactic with a single On-demand Campaign entry in MAT, scope is “BNL”

– Where UK & Ireland are executing the tactic with a single On-demand Campaign entry in MAT, scope is “GB”

– MAT entries for any single-country tactic execution within North America, ANZ, Benelux or UKI should use the two-character country code in the scope



Campaign Summary CampaignID_CampaignName 101UT_PeakPerformance (BAT-generated) or R0010_ILSmarterCities (MAT-generated)Flowcharts & Forms Scope_Programshortname_CampaignID_FlowchartNum_FlowchartDesc US_SB_101UT_PeakPerformance_FC1_PeakMailingList Templates Scope_Programshortname_CampaignID_TemplateDesc US_SB_101UT_101UT01E US_SB_101UT_InvitationsLists Scope_Programshortname_TacticID_TacticName US_SB_101UT03T_BoosterCallNYCOn-demand Campaigns Scope_Programshortname_TacticID_TacticName US_SB_101UT03T_BoosterCallNYCNurture Streams Scope_Programshortname_StreamName US_SB_PostEventNurture


In training, users preface their entries with their initials.

Do not use initials in your entry names in MAT Production.



Course content





Special considerations: Common Collaborate errors

All Collaborate Shared Templates

IBM Campaign ID not in Select button pop-up window – Error in user-entered text. Check the code entered for accuracy– IBM Campaign ID hasn’t been fed from tactic code generator to Collaborate yet

• Allow time for codes to appear as selectable in MAT

Tactic code not in Select button pop-up window – Error in user-entered text. Check the code entered for accuracy – Value appears in the IBM Campaign ID field, but the value has not been accepted, the

campaign-level data inherited from tactic code generator does not appear and the Tactic Code pull-down is not populated with values for the IBM Campaign ID. To resolve, click on the ‘Select’ button for ‘IBM Campaign ID’ and accept your campaign ID selection.

– Tactic code already registered for same country in another Collaborate entry• Use Look for/Find to search Collaborate for existing entries for the country & tactic

code – Tactic code hasn’t been fed from tactic code generator to MAT yet

• Allow time for tactic codes to appear as selectable in Collaborate




Proactive Email from ListProactive Mail from List Proactive Tele from List

If you refresh a target audience list and it shows the counts as blank like this …

… it means that your MAT ID does not have private data access to the data tables used to create the target audience list

Open a help desk ticket to request detailed instructions on how to submit a OneTEAM request to “replace access” and ensure you have private data access for the geography you support




Proactive Email from List and Response Proactive Email templates

Pull-down is blank in Mailing Document field on Mailing Information tab– Market Country, IBM Campaign ID and Tactic Code must be selected before any value will appear as

selectable in the Mailing Document field’s pull-down

– Market Country, IBM Campaign ID and Tactic Code values selected on the Mailing Information tab must match the values selected for the same fields populated earlier in the entry

– Even if Market Country, IBM Campaign ID and Tactic Code are populated, value will not appear in the Mailing Document field if email creative has not been uploaded from the Upload link

“Flowchart cannot run” error message – Creative has not been uploaded

• Check Status link at bottom of Summary tab to confirm SUCCESS for both actions.

• If table shows SUCCESS and PENDING, the upload task hasn’t finished yet

– Mailing Information tab not completed

• Check Mailing Information tab to ensure it’s been populated with country, campaign ID, tactic code, mailing document, test email recipients & follow-up to responders

• User must select/accept campaign ID & tactic code for Mailing Document value to populate



Special considerations: MAT set-up queries for automated follow-up

What happens if ….?

Attract tactic entry is created in MAT after incoming responses are received – MAT will route incoming responses to an exception box and hold them – Once a MAT entry is registered/activated

• Responses are recorded in response history table • Automated follow-up as specified in the MAT entry is dispatched

– Specified follow-up will go out up to responses up to 25 days old – Responses older than 25 days will be captured/stored, but follow-up will not be actioned

Attract tactic entry did not specify follow-up initially, but added it later – To add follow-up on an existing attract tactic entry:

• Click ‘edit’ in the existing entry, which puts it in Pause/On hold status • Edit the entry to specify follow-up tele and/or nurture stream to responders • Click ‘Save and Resume’ to put the entry back in ‘In Progress’ status • Click the green button again to ensure the follow-up specifications are written to MAT’s

background tables

– MAT will deliver automated follow-up to all responses captured after the edit to add follow-up – MAT will not deliver automated follow-up to responses captured before the edit to add follow-up since

none was specified when the response was processed in MAT • User can open data remediation ticket with help desk to manually deliver follow-up to prior

responses



Special considerations: Single follow-up emails

Template delivers follow-up email to responders to prior (source) tactic Source tactic code identifies prior tactic which should trigger follow-up Tactic code designates follow-up email to be sent to the client Workflow settings prevent test emails being sent out each time a new response to

the source tactic code is processed Workflow settings control how often template runs

– Ongoing or for a defined period of time

Three distinct actions required by all Collaborate users to avoid negative business or system impact

Item Action Impact of no action

1 Document test email approval including approvers Potential audit exposure

2 Set up daily recurrence in Workflow based upon response expectations: ongoing v batch response capture

System performance

3 Edit Workflow to avoid sending repeat test emails System performance; confusion



Single follow-up email: 1. Document test email approval/approvers

Names of test email approvers should be captured in workflow Required by the process for all emails executed via MAT Failure to record test email approval/approvers is a potential audit exposure Applies to Proactive Email from List and Response Proactive Email

Click Test Email Approval link on Workflow tab



Single follow-up email: 1. Document test email approval/approvers

In the Status field, select ‘Finished’ In the Actual Start Date field, select the date the test emails were sent In the Actual End Date field, select the date the test emails were approved In the Comments field, note the names of the test email approvers

Click Save and Finish to return to Workflow



Single follow-up email: 2. Set up daily recurrence

Determine response processing expectations for source tactic – Ongoing response capture with end date for daily processing

• Example: Follow-up email to on-demand webinar responses– Ongoing response capture with no end date for daily processing

• Example: Follow-up email to responses to web-based tactics – Batch response capture – all responses will come in to MAT at once

• Example: Post-event follow-up email

Set up daily recurrence for all scenarios above Note, daily recurrence has a performance impact on the system When practical, set a processing end date to avoid running template for source

tactic which is no longer generating responses




Ongoing response capture with end date for daily processing Batch response capture

– Edit Recurrence tab to set End by date when template should stop running• This should be one week after incoming responses will stop coming into MAT

– Click Save and Continue to return to workflow – Click Status and select ‘Continue On-demand Campaign’ – Template will run daily until the designated end-by date is reached

– After initial activation, pause the template, mark send test email task to ‘Skipped’ and populate all necessary fields to save updates to the task

– Set Daily Run task to ‘Pending’ – Set Target Start & Target End to twelve

(12) hours beyond current time to ensure template will run again twelve hours after its initial activation




Ongoing response capture with no end date for daily processing – After initial activation, pause the template, mark send test email task to ‘Skipped’ and

populate all necessary fields to save updates to the task – Set Daily Run task to ‘Pending’ – Set Target Start & Target End to twelve (12) hours beyond current time to ensure

template will run again twelve hours after its initial activation – Review Recurrence tab to confirm Frequency is ‘Daily’ and Ending is ‘Infinite’– Click Save and Continue to return to workflow– Click Status and select ‘Continue On-demand Campaign’ – Template will run daily



Single follow-up email: 3. Edit workflow to stop repeat test emails

MAT will re-send test emails every time a response for the source tactic code is processed unless workflow is set up to avoid doing so

After test emails have been sent, approval has been recorded in the workflow and the tactic has been activated via green arrow on the Summary tab

– Navigate to Workflow tab – Click Status to ‘Pause On-demand Campaign’ – Click ‘Continue’ in Comments window– Click ‘Run to send email to all Test Recipients’ link– Change Status from ‘Finished’ to ‘Skipped’ – Click Save and Finish to return to Workflow tab – Click Status to ‘Continue On-demand Campaign’

This action will ensure test emails are not re-sent to test email recipients each time one/more responses to the source tactic code are processed in MAT

Unnecessary test emails clog the email send queue in MAT & clutter in-boxes



Course content





Special considerations

Direct mail tactic execution Web organic tactics Scope of transaction policy Registration capture systems’ considerations Unintended responses Event-specific automated follow-up considerations Campaign module additional training



Direct mail tactic execution

If situation does not permit sending the mail list export file directly to the IBM secure server for retrieval by a Procurement-approved vendor

– Select geo ‘Default Mail Vendor’ in Mail Vendor field on Proactive Mail from List – MAT sends the mail list export file to a GSA (Global Storage Architecture) server instead

of the IBM secure server– MAT sends email notification to the MAT user and Database Marketer designated in the

MAT entry – When ‘Default Mail Vendor’ is selected, mail vendor is not automatically notified via

email and cannot retrieve the file themselves; file has to be delivered to the vendor• Users should submit a request to Marketing Systems Support/Austin/Contr/IBM for guidance on

how to have the file delivered to the mail vendor

For more detail, check the marketing automation wiki under Campaign Execution / On-demand Campaign Templates / Proactive Mail from List



Web organic tactics

Web organic tactics must be set up in MAT as “attract” tactics to ensure capture of incoming responses & automated follow-up to responders

MAT requires one/more offers on each tactic, including organic web tactics Mix of offers on web organic tactics changes frequently Specify one offer on attract entry in MAT Ensure registration capture system reflects current list of offers presented Registration capture system will send data for all offers accepted to MAT Specialized programming in MAT ensures all offers accepted are stored in

response history table even though only one offer is designated for the tactic Use CDPM reports to assess offer effectiveness

Offers on campaign-specific tactics Specify all offers presented on all non-organic tactics Where campaign-specific offers (assets) are not appropriate, use generic offer

type values in accordance with the guidance in this training



MAT does not police policy limit of one in-scope follow-up per response Policy adherence is the responsibility of the Demand Programs Professional Campaign design can mix one allowed in-scope follow-up tactic with a not-scope

follow-up tactic to the same responders

– In-scope tele (WW Response Tele) – Not-scope nurture stream (WW eNurture Stream Not Scope)

– In-scope tele (WW Response Tele) – Not-scope single follow-up email (Response Proactive Email)

– In-scope single follow-up email (Response Proactive Email)– Not-scope tele (WW Response Tele)

– In-scope nurture stream (WW eNurture Stream In Scope)– Not-scope tele (WW Response Tele)

Scope of transaction policy



Registration capture systems’ considerations

Multiple response capture tools feed data to MAT

– IWM: Hourly– GRP/AST: Daily on weeknights– MAT File Import Tool: 3x day

Data goes through basic matching logic & stored in MAT

Response data sent from MAT to sales tools via MII (All times US Eastern)

– Europe data at 5:30 AM– AP/Japan data at 9:30 AM– Americas data at 10:30 AM

MII process or Data Entry and Enhancement Team addresses ‘unmatched’ records

Response data passed from sales tools to geo MDb at midnight local server time

T-coded contact records sent to Leads hourly

MDb

IWM

GRP

AST

Other: MAT file

import

RESPONSE CAPTURE

CDPM

Update/create contact recordUpdate/create contact record

Create touch record

Create touch record

Update/create response recordUpdate/create

response record

Create OPPTYCreate OPPTY

SalesConnect / CRM Siebel

eMessageeMessage

CampaignCampaign

CollaborateCollaborate

LeadsLeads

Manage creativeManage creative

Set up lists and support end-to-end

tactic execution

Set up lists and support end-to-end

tactic execution

Deliver common tactic execution

scenarios

Deliver common tactic execution

scenarios

Execute proactive telemarketing and

follow-up tele

Execute proactive telemarketing and

follow-up tele

MAT



144

Registration capture systems set-up

Standard template: Format & upload registration data managed outside IBM Brief vendors on minimum data required, including ‘notice & choice’ data Requires valid BAT or MAT-generated tactic code & MAT offer version code Captures contact data, profiling data and notice & choice preferences Responses loaded daily: 3.30AM, 11.30AM, 7.30PM US Eastern Data validation ensures registration data can be passed to other systems

Third-Party File

Import Tool

Default is a W-code to support web organic access Special attention required to ensure IWM form credits drive-to tactic Utilizes MAT offer version code to credit tactic with correct offer accepted Set up with ‘Functional use’ field value of ‘Marketing’ Must capture data necessary to deliver follow-up tactics Responses loaded into MAT hourly; follow-up generally 3-5 hours later

IWM

Event tactic code inserted in event registration GRP link in invitation emails LDRs are trained to enroll attendees in events via GRP Third-party event registrations uploaded via GRP Event IMPORT Canister Face/face, virtual & third-party event data feeds EST & MAT Event data loaded into MAT in batch job on weeknights

GRP / AST



145

Unintended responses

Replacement tactic codes defined at Program or WW Campaign level– Event responses routed to replacement M-code; other responses routed to replacement W-code

– Follow-up tele typically set up using tele resources aligned to the country where the responder resides

View replacement tactic codes already setup per country via CDPM reports– Report names: MAT Response Exception Report > Program Routing, Program Profile Routing

– CDPM folder: IBM Marketing – Operational Reporting > Reports for SME’s > Response Processing

View number of responses processed with replacement tactic codes via CDPM report– Report name: MAT Comprehensive Response Report (Reports for SME’s > Response Processing)

– Report name: Campaign Effectiveness Summary Report (Reports for DPP’s CDPM folder)

Defineapproach

Captureresponses

Follow-upresponses

Reportresults

Set-upsystems

Campaign owner determines intended audience & dictates follow-up path for responses Unintended responses defined as respondents from countries outside the campaign scope

– Example: Australian IT Manager attends event whilst on business in London, UK

MAT enables capture of unintended responses and can automatically deliver follow-up– Response capture & follow-up tactics designated by countries through replacement tactic codes

Benefits: Improve program performance – Enhance client experience



Unintended responses: Example

UK Social Business team presents on-demand webinar campaign-specific offer on a variety of ‘drive-to’ tactics as part of a larger campaign

Campaign design designates follow-up email to responses from UK &/or Ireland

Responses outside of campaign scope routed to country program teams via replacement tactic codes designated for that purpose

CDPM reports on campaign performance

– For intended audience

– For unintended responses

UK Social Business campaignTarget audience: UK & Ireland IT Managers, cross industryTactic code: Deployed for UK & Ireland onlyResponses generated for UK, Ireland, Australia, Netherlands, Japan

101UT…Various drive-to tactics

Web seminar - podcast

101UT013EOn-demand webinar emailSingle follow-up email (E)

Response-triggered Proactive

Customer Case Study

IWM

UK/Ireland response?

Yes

Meeting with Sales

No

101UT27W (ANZ), 13W (NL),…WW digital activity generating

unintended responsesReactive

101UT19T (ANZ), 13T (NL),…Unintended responses tele

Response follow-up (W)Response-triggered Proactive

Australia, Netherlands, Japan replacement tactic codes



Event-specific automated follow-up considerations

Event attendance is a response & therefore eligible for in-scope follow-up Event no-shows are not responses, but are candidates for not-scope follow-up Cannot deliver the same in-scope follow-up to both attendees & no-shows

Valid follow-up options to event attendees In-scope tele with not-scope “thanks for attending” single follow-up email In-scope tele with not-scope three-touch nurture stream In-scope single email with not-scope tele

Valid follow-up options to event no-shows All follow-up to event no-shows must be delivered as not-scope MAT supports not-scope tele, nurture stream and/or single follow-up email Consider delivering not-scope email to no-shows followed by in-scope nurture stream or in-

scope tele to those who respond to the email

MAT delivers the same three-touch nurture to both attendees and no-shows, so three-touch nurture used as event follow-up must be delivered as not-scope



Campaign module additional training

Intermediate training Introduce new functions/processes Increase flowchart efficiency Support tactic execution scenarios not

currently available in Collaborate Enable end to end execution in Campaign

– Segmentation, sampling, some flex routing not addressed in MAT Collaborate

Advanced training Techniques for more efficient flowcharts Scheduling, triggers and timestamps Deeper dive into process boxes Troubleshoot common flowchart errors Establish mandatory QA review Key MAT table structure and fields Reinforce naming conventions

Custom nurture training Select users – technical nurture training for “Nurture Specialists” Implementing the lessons from Science of Nurture education Leverage scoring methodology to enable nurture strategy aligned to client buyer journey



Course content





Path to marketing transformation: Capabilities required by CMO & CIO

Source: IBM Path to Marketing Transformation 2012 pdf

Marketing profession being guided by three imperatives



Offer management puts clients at the heart of marketing

Offer management supports multiple personalization initiatives by using improved categorization with additional parameters, consistent definitions and offer uniqueness across

programs and campaigns

Granular permission

Client (opt-in/out) preferences captured by IBM Capability and Industry Imperatives – rather than solely at the IBM company level

Advanced scoring

Scores are accumulated by IBM Capability or Industry Imperative to determine each client’s nurture path

Custom nurture

Nurture streams are planned and messages sequenced based on IBM Capability / Industry Imperative and buyer journey stage defined for accepted offer

Dynamic personalized offers

Mix of offers presented on the web are customized based on client behavior on the web page

Understanding each customer as individual

Creating a ‘system of engagement’, value

Designing culture & brand – authentically one



152152

Offers are used across multiple marketing applications

Marketing Automation reporting (CDPM) aligns tactic execution results with offers

Designated fields in Marketing

Operations enable offer’s use in dynamic

personalized offer logic driven by

Interact

Leads provides LDR with name of

offer version accepted and

link to program hub page which

describes the offer

Once in MAT offer library, offer is

available for tactic execution

via Campaign flowchart or Collaborate

shared template

Offers fed to program hubs from Marketing Operations (UMO) and to MAT offer library in Campaign

One/more offer versions entered and published offer in Marketing Operations (UMO)

Marketing Operations (UMO) and MAT Offer Library Report (CDPM) searchedto determine if offer already exists

IWM registration forms validate offer against MAT Offer

Library and presents granular

permissions



153153

Captures data elements that differentiate versions of an offer, such as language, platform and/or revision or release number

Always created as a “child” of a marketing offer

Used in MAT and registration capture system set-up (example: IWM form) in order to enable granular permissions

Structure of offers in Marketing Operations

Captures data elements that are common to all versions of the offer- Single offer type and single buyer journey stage- Up to five program(s), each with one or more campaign(s), IBM capabilities or

industry imperatives

Each marketing offer acts as a ‘parent’ for multiple offer versions

ov2031 ov2311 ov2312 ov2313 ov10013

Offer Version(s)Offer Version(s)

Marketing Offer mo1100



154

Offer classification: IBM Capability or Industry Imperative

Offers now categorized by IBM Capability or Industry Imperative All programs support one or more IBM Capability, except Industry Leadership program,

which supports one or more Industry Imperative Each offer can be aligned to a maximum of five (5) unique campaigns

IBM Capability:

“A business or IT function, stated in common market terms, that IBM enables clients to perform, either individually or as part of a larger solution”

Examples: Application Infrastructure, Business Analytics

Industry Imperative:

“Represents the most pressing issues, concerns, business opportunities leaders face in an industry”

Examples: Enhance services to increase revenue and manage capacity, Create a customer-focused enterprise

Benefits

Supports an automated approach to delivering relevant and personalized interactions

Allows us to deliver unique offers throughout client’s buying journey

154

or

Values & definitions are posted on Business Data Standards website: http://w3.ibm.com/standards/xml/approved/ibmww/mo/bds/Suppression_Permission/SuppressionPermissionPreference_0100.htmlValues & definitions are posted on Business Data Standards website: http://w3.ibm.com/standards/xml/approved/ibmww/mo/bds/Suppression_Permission/SuppressionPermissionPreference_0100.html



Offer classification: Buyer journey stages

Each offer must be aligned to one buyer journey stage of four: Learn, Solve, Compare, Purchase

Buyer journey is a deliberate and cognitive process that a client moves through on their way to solving their business needs

Clients move toward “Purchase” as they gather information and knowledge

Buyer Journey stages established by Science of Nurture education: http://w3.tap.ibm.com/medialibrary/media_view?id=161075&back=search&backTo=%2Fmedialibrary%2Fsearch%3FdisplayMediaSet%3D0%26qt%3Dscience%2Bof%2Bnurture%26narrow_filter%3Dall

If an offer supports multiple buyer journey stages, select the earliest

– For example, if a Case Study on SNS Bank’s Multichannel Strategy fits both Compare and Purchase stages, select Compare, which is the earlier of the two in the buyer journey

Collecting thought leadership and high level information

Looking for a solution that addresses a specific pain point

Starting to compare features and functionality

Serious about moving forward and talking to an expert

155



Single marketing offer entity supports multiple offer versions

Marketing Offer mo1100

ov2031 ov2311 ov2312 ov2313 ov10013Offer Version(s)Offer Version(s)

Program A Program B Program C

Campaign 1

Campaign 2

IBM Capability a

Campaign 3

Industry Imperative c

Campaign 4

Campaign 5

IBM Capability d

Program A

Campaign 1

Campaign 2

IBM Capability b

Buyer journey L

Offer type X



157

Real example of unique offer entity aligned to multiple programs, campaigns and capabilities with multiple versions

Marketing Offer: mo15751Analytics: A blueprint for value

Language: US EnglishAnalytics: A blueprint for value - en_US

Language: SpanishAnalytics: A blueprint for value - es_ES

Offer Versions: ov18798, ov21903 Offer Versions: ov18798, ov21903

Program: C-Suite

Campaign: CS Smarter Leadership

Business Capability: Business analytics

Program: Smarter Computing

Campaign: STG Enterprise Systems

Business Capability: Cloud and IT Optimization

Offer type: White paper

Buyer journey: Learn



MAT Offer Library Report

Reports on program & campaign-aligned offer versions ‘published’ in MAT Each offer version name is assigned a unique offer version (ov) code Language used in the asset’s text specified at the end of the offer version name Mapped offer identifier view: Previous external offer code (9-digits starting ‘5000’) and its

replacement offer version code (6+ digits, starting ‘ov’) for each offer

158

Complete guide on pulling MAT Offer Library CDPM report posted in Reporting wiki: https://w3-connections.ibm.com/wikis/home?lang=en-gb#!/wiki/Wf8567b99858d_461f_9272_6dc0a863a837/page/Offer%20Management

Language Offer version code



Execution considerations for offer versions

Offer versions are ‘published’ in Marketing Operations Fed to MAT Offer Library three times daily (8am, 4pm, 12 midnight US Eastern)

– Immediately available for tactic set-up in either Campaign or Collaborate– Offer version code visible to support registration capture system set-up – Real-time display of assets in MAT Offer Library CDPM report

Fed to program hubs on a regular basis– Offers aligned to multiple programs are fed to multiple program hubs – Offer versions are standard part of execution assets section of program guidance

Offer accepted visible to LDR in Leads module to support tele tactic execution Name of offer version accepted Link to program hub page which describes the offer

Offer performance reports available in CDPM Offer performance report reveals number of responses for an offer across one or

many tactic codes Offer/tactic performance report part of Campaign Effectiveness Summary report



Successful implementation of these initiatives is dependent on the identification of the offer accepted

Campaign-specific & generic offers must be set up in Marketing Operations module Use MAT Offer Library report to find out ‘offer version code’ Local teams should work with WW program teams to have offers added

Offer accepted must be recorded in both the registration capture system & MAT Registration capture system must identify:

– Tactic code to which the contact is responding when the offer is accepted– Offer version code for the offer the contact is accepting

Marketing Automation Tool (MAT) must be set up with:– Tactic code for the country of the contact (responder)– Offer published in the MAT Marketing Operations

Offers impact multiple aspects of marketing campaigns Only select those offer(s) that are being presented on each tactic



Course content





An introduction to scoring

162

Score specific online and offline marketing touch points with a client – Interactions (example: email open, email click, web response) – Responses (example: white paper download, event attendance)

Capture interactions and responses including frequency and recency of engagement with IBMWeight point values of interactions and responses relative to each other based upon offer type, buyer journey stage, sponsoring organization. The weighting may differ by geography in the future

Assess campaign-specific score threshold above which clients are sent to an LDR as ready for lead validation and below which clients are nurtured with additional marketing tactics

Analyze and fine-tune the scoring methodology over time

Method of assigning points to individuals based upon pre-defined criteriaThe higher the score, the more likely the individual is to be involved in a buying process and ready to engage with IBM

Scoring definition

Scoring scope

Scoring methodology



An introduction to custom nurture

Nurture’s role must adapt as clients gain more control of their Buyer Journey

From: To:

163

Benefits A client is only passed to an LDR for lead validation based upon the maturity level

of his/her expressed interests resulting in improved LDR productivity, improved lead conversion and ultimately increased marketing contribution to win revenue

Enhances our ability to use predictive offer performance analysis

Nurture consists of three email touches used to help continue the conversation between response capture and LDRengagement

• Nurture streams are planned and sequenced to provide multiple potential paths for the client

• Nurture continues interactions with clients based upon their interests and needs and across various communication methods

• Nurture helps clients move along their Buyer Journey to next-step actions – nurture is triggered and stopped based on the client’s behavior



Custom nurture leverages scoring methodology

1. Scores assigned based on client interactions and offers accepted2. Scores for client engagement determined by pre-determined attributes

Scoring of an individual client does NOT influence the delivery of follow-up tactic

Without custom nurture

Score > thresholdClient sent to LDR for lead validation

Score < thresholdClient enters different nurture paths based upon buyer journey stage

With custom nurture

3. New score is added to any existing scores for that individual in that particular IBM Capability / Industry Imperative

• Scores older than 18 months old are automatically removed from the total4. Client’s aggregated score is assessed against the campaign score threshold 5. Client’s total score determines next marketing touch when combined with custom nurture6. Only responses scored with a valid MAT offer version code will be scored

Interaction type

ScoreBuyer

journeySponsoring

brandOffer type

Response: 10 Brochure: 10 SWG Learn Total: 20



Scoring methodology scenarios

IBM Capability: Data Warehousing

Date Interaction type and offer type

Score Cumulative Score

Sept-10 Email open 5 5

Sept-10 Email click-through

10 15

Sept-10 Registered 20 35

Nov-30 Attended (event) 40 75

210140Call (requested)Sept-12

7050Offer: online demo

Sept-12

2020Web responseSept-12

Cumulative Score

ScoreInteraction type and offer type

Date

IBM Capability: Staff Augmentation

A

6040Offer: white paper

Sept-11

2020Web responseSept-11

Cumulative Score

ScoreInteraction type and offer type

Date

Industry Imperative: Create a customer-focused banking enterprise

CB

Client engages with IBM in three different campaigns and will accumulate separate scores based on activity

Scenario A & C: Client scores accumulate over time, passed to nurture path(s) until threshold for campaign has been reached

Scenario B: Client scores initial points for Staff Augmentation capability on Sept 12. Exceeds threshold set for this campaign so bypasses nurture path(s) and is sent to LDR for lead validation



Scoring dependencies

Response has to be recorded in MAT (response history table) with a valid tactic code and valid offer version code in order for it to become eligible for scoring

Scores for responses against unmatched records are calculated when reconciled with a contact record in the MDb

Only responses with valid MAT offer version codes will be scored– Published in Marketing Operations module– Classified with offer type, buyer journey, IBM Capability / Industry Imperative– Sponsoring brand is determined by the program associated to the incoming tactic

Custom nurture streams need to be built and made live in order to maximize the customer experience

Scores assigned at worldwide and are dependent upon predictive analytics team– Critical mass of data required in order to fine-tune scoring model

Campaign thresholds are set by WW program teams– A minimum threshold level applies



Scoring benefits

Improve sales and marketing integration and collaboration

Enhance LDR productivity Improve return on LDR investment Increase return on marketing $ investment

Deliver higher quality contacts to an LDR for lead validation Improve campaign effectiveness Enhance the customer experience

Develop a more powerful, accountable and scientific marketing function, based upon real-time insight of client behavior

Better understand the client pain points based upon frequency and recency of engagement with IBM



Course content





Leads basics: An introduction

Use of MAT Leads is mandatory for IBM and external tele agencies – References to Lead Development Rep (LDR) include external tele agencies

Leads module in MAT provides capabilities to– Deliver outbound telemarketing activity– Manage follow-up tele to responses from other tactics

Goal of the call is defined as part of the enablement package– Examples: contact profiling, event enrollment, lead/opportunity validation

Despite the name, Leads module is not a lead/opportunity management tool– Once validated, leads/opportunities are managed in SalesConnect

Marketing Transformation for LDRs– LDRs can make calls while information is still relevant to the contact– LDRs can make calls with greater confidence & more complete information – Deeper integration between LDRs and Demand Programs – Enhanced rapport between LDRs and Sales



MAT tele tactic set-up and information flow

Tele tactics defined in either MAT Collaborate entry or Campaign flowchart

Tele resource organization designated as part of tactic execution set-up – IBM Inside Sales (formerly ibm.com) or external tele agency

Contact records cleansed & matched against Marketing Database (MDb) – IBMers & ‘bad names’ (Mickey Mouse) are removed in cleansing process– Matched records passed to Leads with MDb account/contact data – Unmatched records passed to Leads with response data, then feed to MII– MII process researches unmatched records & adds them to SalesConnect & MDb

Contact records routed to MAT Leads module every three to five hours

Routing rules in Leads direct contact records to individual LDRs– Common routing rules elements: program; Group value; coverage ID; geographic scope– Delegate functionality allows managers to assign work queues in an LDR’s absence

Each contact record displays all known information about that contact



Working a record in Leads

To work a record, LDR changes the status from Waiting to Accepted Once the record has been accepted, LDR opens the link to the ‘Opportunity’ to

open the Lead Details Page Despite column label, not yet an ‘opportunity’ by IBM’s definition



Data displayed to LDR

Contact Data– If proactive call, view shows MDb data for the contact record– If response follow-up call, view shows data from the response– View date & time response recorded in registration capture system– Click offer URL hyperlink to access offer accepted by the

respondent (link to relevant program hub)– Click ‘Contact 360 view’ to launch a browser window with details on

client preferences and current & past offers accepted by that contact as well as recommended offers in the same or next buyer journey stage*

Sub-status History– History log of conversations or attempted conversations with a client

MDB Contact Info – Update– Enables updates to contact information stored in Marketing

database

MDB Account Info– Shows MDb data about the account (for matched records only)

Contact Update History – History of contact updates collected

Custom Links – Not currently used * Only visible on matched records with

a valid source offer name

Collapsible sections on Lead Details page automatically expand to provide more detail



Data displayed to LDR

Create Net New– Creates a new record for an inbound call from a contact who is not

already an open record for the tactic Create Referral Record

– Creates a referral record when the contact reached refers the LDR to someone else within the company

Custom Campaign Report*– Tactics the contact has been targeted with (6-month view)

Custom Campaign Responses Report*– Tactics the contact has responded to (6-month view)

Custom Activity Report*– Non-campaign activity that has been recorded for this contact

Custom Contact Oppty Report*– List of opportunities for which the contact is primary

Custom Account Oppty Report* – All opportunities for the account associated with the contact

regardless of who is primary on the opportunity Custom Answers Report

– All additional marketing intelligence questions the contact has answered

– Displays original tactic code and offer information when response is routed to LDR with replacement tactic code

Data not currently available, but requirement logged – complete list of offers accepted, complete list of LDR comments associated with a particular contact * Only visible on matched records

Collapsible sections on Lead Details page automatically expand to provide more detail



In progress calls

MAT sub-status indicates status of the call’s execution

In Progress, No Answer/Busy, Left Message, Call Back, Completed values are applied to calls currently underway

Demand Programs Professionals & LDR managers can monitor calls in progress in CDPM



Closed calls

MAT’s Reason for Closing field indicates call outcome

Call not tried: Not Attempted, Sales Veto, Existing Marketing Activity

Unfinished calls: Unable to Contact, Incomplete, Does Not Fit Audience, Out of Business, Left the Company

Finished calls: Not Interested, For Future Contact, Opportunity Created, Accept Offer – No Opportunity

MAT sub-status values can add detail to Reason for Closing

Completed, Delayed Response, and Sent Literature can be used both for call progression and to explain close reasons

BP/Reseller/Consultant, Did Not Download, Education Only, Incorrect Tactic, Invalid Contact, Invalid Phone Number, Lost to Competition, and Too Old to Pursue should all be used in combination with the appropriate Close Reason

Via ALI 6 used in conjunction with ‘Not Attempted’ close reason to close records in Leads en masse. The requests will need to be submitted by the campaign teams who are responsible for the campaigns to be closed. Sub-status not to be used by LDRs

Demand Programs Professionals & LDR managers can review call outcomes in CDPM



Leads basics: Special considerations

Capturing new and referral contacts in Leads

LDRs have the ability to capture additional contacts for future/immediate interaction New Record / Contact

– A new record would be created for an inbound call from a contact who was not already an open record for the tactic. Also includes contacts from LiveChat (separate process)

Referral Record / Contact– A referral record should be created when the contact reached refers the LDR to someone

else within the company

Opportunity validation When lead generation is the call objective, LDR uses lead validation criteria

outlined in the enablement package for the tactic Once lead is validated, LDR creates a OPPTY record in sales management system Sales opportunity number can be recorded in MAT by LDR Record in MAT closed with “Opportunity Created” close reason code Marketing can validate a lead; sales is responsible for qualifying a lead



Recap: Leads basics

All internal and external tele resource organizations work in Leads module Outbound telemarketing and response follow-up tele handled in MAT Leads Tele resource organization designated in tactic set-up Routing to individual LDRs controlled by routing rules defined by LDR managers All lead/opportunity management performed in SalesConnect CDPM reports provides visibility of call progress and outcome

CreateResponse

Nurture& Score

ValidateResponse

ValidatedLead

QualifiedLead Conditional Won

Create More Leads Efficiently Progress Opportunities

I.I. II.II. III.III. IV.IV.

MAT SalesConnect



Course content





Marketing Reporting Portal (MRP)

One reporting portal providing a single access to two reporting environments– CDPM: Campaign Diagnostics and Performance Management– MARS: Marketing Analytics and Reporting System

Accessing MRP– http://lexsln05.lexington.ibm.com/Projects/mrp.nsf/html/cognosreports.html– Internet Explorer preferred browser

Everyone has access to the portal– IBM intranet ID and password prompts appear where authorization required to access

specific reports– CDPM: open access– MARS: access granted via OneTEAM

Five distinct areas to the MRP– Welcome– Reports: Contains links to all CDPM and MARS reports– Sunrise– System Status (CDPM & MARS)– Help & Training



Marketing Reporting Portal (MRP): Operational & strategic reports

Campaign Diagnostics and Performance Management (CDPM)

Operational reportingReports available 24 x 7Covers MAT data only; not VLRC & WRDoes not include Unica NetInsight dataRefreshed every 1-4 hoursDelivered in a consistent format globally

with standard report design, layout, metrics

Designed primarily for the IMT; future reports will be developed for WW use

Summary reports detailing email metrics and responses plus optional drill through reports with more specific details by tactic

Marketing Analytics and Reporting System (MARS)

Strategic reportingReports available 24 x 7Covers EIW data; future reports will link

MAT data with EIW dataRefreshed weekly – every Saturday

Delivered in a consistent format globally with standard report design, layout, metrics

Designed for multiple audiences

Standard set of pre-defined reports called Marketing Management Packs (MMP) detailing response and opportunity metrics at a country, IMT, IOT or WW level

All metrics and dimensions are consistent across the operational and strategic reports



Summary: Key reports by reporting environment

CDPM: Executive Scorecard Dashboard

Tactics executed by Geography with drill through to IMT level

Email Effectiveness by Geography with drill through to IMT level

Responses by Geography with drill through to IMT level

Responses closed out by LDRs with status ‘Oppty Created’ with drill through to IMT level

MAT Adoption Report that measures percentage of tactics registered in MAT (also known as MAT Coverage Report)

CDPM: Campaign Effectiveness Summary

Summary with drill through reports:

Email DetailsContact Response DetailsPre event Contact DetailsResponse Frequency

LDR Follow Up reports:Leads by Status / Sub-statusPersonal Contact InformationLead Ageing by Sales / LDR

Comprehensive Response Capture Detail (original tactic code for unintended responses)

CDPM: Other reports

IMT Effectiveness Summary

How is my tactic performing?

Offers- Offer Library Report- Offer Performance Summary

Response Frequency

eNurture Stream - Counts by IMT- Effectiveness Summary

Program Routing (replacement tactic codes)

LDR Interactive Reporting PackResponse ManagementLead CreationLead Rank and Status

Campaign Architecture Report

Enhanced email performance

MARS

Marketing Management Packs (MMP) – business and marketing metrics by:WW, IOT, IMTAll, GB-Enterprise, GB-MidMarket, Brand

Drill through reports available from main report

Marketing Lead Create

Coming soonEnd-to-End Effectiveness SummaryProgram Marketing Report



Accessing CDPM

Everyone has access to the reports – MAT ID not required

Use Internet Explorer to access CDPM directly or via Marketing Reporting Portal– Sign in using your IBM intranet ID and password when prompted– Click on the IBM Marketing Operational Reporting folder ‘Reports for Demand Programs

Professionals’ – Click on individual report links to run the reports– Reports are generated in near real-time based on filters applied

For more details, visit Reporting section of marketing automation (MAT) wiki– Education and training includes required Internet security settings– Requirements template for new reports or enhancements to an existing report

Submit support and ‘how to’ questions via Marketing Systems Support taskID



Accessing MARS

Request access via the OneTEAM application on w3 – See Resources section for URL link to step-by-step instructions

Use Internet Explorer to log into MARS via the Marketing Reporting Portal– Sign in using your IBM intranet ID and password once access granted– Select ‘Marketing Analytics and Reporting System’– Select the geography/IOT/IMT folder applicable to your role

• The WW/IOT/IMT geo structure is a way to organise reports specific to a location

• Business users can view reports in ALL report folders

– Click on individual report links to run the reports

Visit the MARS w3 pages for further information and training Request new or enhanced reports via a standard template on the MAT wiki Submit support queries via MARS Adminstrator/Atlanta/Contr/IBM task ID



Recap: Reporting overview

Two reporting environments accessed via Marketing Reporting Portal

CDPM – Campaign Diagnostics and Performance Management– Operational reporting

– Reports on MAT data only – will never include VLRC or WR data

– Does not include Unica NetInsight data

– Reports built with user-defined filters and data refreshed every 1-4 hours

– Primarily designed for IMT DP professionals and tele resource organizations

– Open access using IBM intranet ID and password

MARS – Marketing Analytics and Reporting System– Strategic reporting

– Reports on EIW data and will link to MAT data for some reports in the future

– Pre-defined reports refreshed weekly

– Primarily designed for all DP professionals – WW/IOT/IMT

– Access requested and granted through OneTEAM application



Course content





Education & Training Materials

Glossary, recordings & materials for Marketing Systems education & training Applicable for all marketers, not just MAT users

Marketing Systems Community

Frequently Asked Questions

Common questions & best practices Applicable for all marketers, not just MAT users

IBM Marketing Automation Wiki

Reference materials & discussion of all MAT modules Applicable to all marketers; content is primarily for MAT users

Information on Marketing Systems strategic initiatives Applicable for all marketers, not just MAT users

Resources: Support & information for all marketers

Marketing Systems Support Desk

Operational & how-to support for all MAT modules, MFR, MDb & reporting Available to users & non-users 8 AM to 6 PM across all geographies Marketing Systems Support/Austin/Contr/IBM or [email protected]



Resources: Marketing automation wiki

Marketing Automation Wiki Introduction to marketing automation

presentations Best practices memos Campaign execution guidance Support information System operations

MAT demo Shortcut on wiki home page

System status Notice board displays system status

Creative standards for email Marketing automation wiki: Campaign

execution / Email Creative Standards Email creative standards

Seed lists for proactive email Marketing automation wiki: Campaign

execution / Email Seed Lists Email seed lists

Third-party response data Response data from external vendors Specific file format required for upload Marketing automation wiki: Campaign

execution / Third party file format standards Third party file format standards MAT File Import Tool training

Offer management Marketing automation wiki: Campaign

execution / Offer Management Step-by-step guide to pulling MAT Offer

Library report in CDPM Offer management




Worldwide vs. geography-specific applicability

Audience data source (list, response history)

Relevant tactic interaction methods (Electronic, Tele ..)

Relevant tactic types (proactive, response-triggered proactive, reactive)

Account & contact suppressions applied Field-specific details by section Work-arounds in place Print-screens

Marketing automation wiki: Collaborate Shared Templates

Collaborate Shared Templates documented on Marketing Automation Wiki Separate entries for each template under “Campaign Execution”




Resources: Quick Reference Guide

Series of ‘cheat sheets’ to aid campaign and tactic execution– Current inventory of On-demand Campaigns– Vehicle-specific considerations– Impact of audience governance policies on follow-up tactics– Special considerations for automated follow-up tactic execution– Special considerations for event-specific automated follow-up

Additional information for Unica Specialists and Demand Programs Professionals– Common Collaborate errors– Documenting email test approval including approvers– Setting up single follow-up emails based upon response expectations– Setting up single follow-up emails to avoid repeat test email sends



Asset standards – http://w3-03.ibm.com/marketing/dist/ce_standards.html

Country opt in/out designations by media – http://w3.ibm.com/standards/xml/approved/ibmww/mo/bds/Suppression_Permission/SuppressionPer

missionCountryMediumStatus_0100.html

Marketing Systems glossary– http://w3.tap.ibm.com/medialibrary/media_view?id=185951

Preferences based marketing (including suppression) – https://w3-connections.ibm.com/wikis/home?lang=en#/wiki/Preference%20Based%20Marketing%20

Strategy/page/Preference%20Based%20Marketing%20Strategy

Quick Reference Guide– Unica Specialist & DPP: http://w3.tap.ibm.com/medialibrary/media_view?id=171877

– DbM: http://w3.tap.ibm.com/medialibrary/media_view?id=103319

Touch Monitoring System (TMS) geo-specific tactic delivery intervals– https://w3-connections.ibm.com/wikis/home?lang=en_GB#/wiki/Wf8567b99858d_461f_9272_6dc0a8

63a837/page/Touch%20Monitor%20System%20%28TMS%29

Resources: Online reference materials



Resources: Reporting tools

Marketing Reporting Portal (MRP)– MRP access– http://lexsln05.lexington.ibm.com/Projects/mrp.nsf/html/cognosreports.html

Campaign Diagnostic & Performance Management (CDPM) – MAT operational reporting

https://w3-01.ibm.com/marketing/automation/cognos/servlet/Gateway

– Education and training information

https://w3-connections.ibm.com/wikis/home?lang=en_GB#/wiki/Wf8567b99858d_461f_9272_6dc0a863a837/page/Reporting

Marketing Analytics and Reporting system (MARS) – End to end reporting and VLRC/WR performance data

https://w3-03.ibm.com/transform/bacc/cognos/bi01n/ServletGateway/servlet/Gateway - MARS access instructions

http://lexsln05.lexington.ibm.com/Projects/marswhk.nsf/html/requesting_access.html- Education and training information

http://lexsln05.lexington.ibm.com/Projects/marswhk.nsf/html/help_home.html

OneTEAM– Access to MARS

https://w3-03.ibm.com/finance/access/login.wss



MAT access granted based on

– Approved OneTEAM request – Instructor validation that user has completed hands-on MAT training

MAT Production URLs– Campaign https://w3.ibm.com/marketing/automation/Campaign/main.do– Collaborate https://w3.ibm.com/marketing/automation/collaborate/affiniumcollaborate.jsp– Authorization to MAT Production based on training class completion– Once authorized, sign on using your IBM intranet ID & password

Resources: MAT production URLs



Course content





Course content



Complete class evaluations Delete URL to training environment MAT license issued based on successful

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Please complete a course evaluation

Answer 10-12 questions about this education – responses are anonymous Select

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