Adobe Campaign Flashcards
Cross-channel Campaign Management
Processes that enable companies to communicate offers to customer segments across a cross-channel environment, such as direct mail, call centers, websites, e-mail and point of sale. This can include integrating marketing offers/leads with sales for execution.
Basic campaign management includes :
- segmentation
- campaign execution
- campaign workflow.
Cross-channel marketing uses a single marketing database, or Master Marketing Record, as opposed to multichannel marketing that uses siloed databases.
Event-Triggered Marketing
Event-Triggered Marketing :
identifying, categorizing, monitoring, optimizing and executing of events (such as channel reconciliation). It can be applied in a multichannel relationship (such as direct mail, inbound call conversions, lead management and e-mail marketing). It’s an approach to B2B and B2C marketing that addresses the appropriate timeliness of offers from the customer’s perspective.
Campaign Segmentation
The grouping of customers along multiple dimensions. Functionality includes the ability to group customers based on different attributes. Modeling, clustering algorithms, visualization and data mining can help companies determine key attributes to improve campaign segmentation.
Campaign Optimization
The balancing and coordination of multiple constraints (such as budget, channel, customer value and customer contact saturation) to maximize the expected value from single-campaign offers or multiple campaigns. Campaign optimization functionality helps marketers decide which campaign is best for which channel, and details the expected value and outcome of each campaign.
Lead Management
A segment of marketing automation applications and business processes that serves as the integration point between marketing and sales. Lead management provides a central repository for the aggregation of leads from multiple sources and campaigns; enables the decision processes required to determine the viability and potential value of a lead; raises the likelihood of the lead to close; increases the potential lifetime value of the lead through augmentation and ongoing customer outreach; and distributes the qualified, scored and augmented lead to the appropriate direct or indirect sales channel.
Marketing Resource Management
The content and asset management functionality of marketing resource management (MRM) solutions enables marketing organizations to store and manage all physical and digital assets, documents and collateral in a repository. This will enable the reuse of content across all channels and media (physical and digital). These capabilities include tracking and version control.
Real-Time Decisioning
Combine predictive analytic and decisioning capabilities to identify the optimal next action to take in a real-time process, such as a customer service interaction or website visit. The analysis can be based on a variety of approaches (for example, product affinities or customer behavioral predictions), but the solution must include an arbitration (rule) capability to select the optimal next action (based on the enterprise’s strategy) of several possible treatments. This concept is also referred to as “intelligent decision management,” “intelligent decision automation,” “next best action,” “next best offer” and “enterprise decision management.”
Master Marketing Record
At the core of a successful marketing campaign is rich, detailed customer data. Gain a single view of the customer by using a master marketing record to track all channel and interaction history and build rich customer profiles.
By leveraging contextual customer information such as preferences, purchase behavior, online, and offline data , communications strategies, offers, and messages can be targeted to individuals to improve the customer experience .
Marketing Automation
A software solution to provide marketing departments with automation of various marketing activities. Marketing Automation benefits an organization not only be automating repetitive tasks but in planning complex campaigns as well as event triggered messages.
Customer Journey
The journey your customer takes to making a purchase is as unique as the individual themselves. The customer journey is this process and it is the job of marketing automation to be prepared at every step of the way.
We follow the customer through their journey across channels and provide relevant experiences along the way. The journey does not end after a purchase but rather all of the knowledge we have gathered so far is used to enhance the continuation of the journey.
Workflow
Workflows are a visual way to organize marketing executions such as cross-channel campaigns or segmentation. It is a module that lets you schedule and automate specific processes: delivery sending, approval processes, file transfers, etc. This module also lets you manipulate data, enrich it, and collect information stored in an external database.
The status of a workflow is saved in the database to be re-activated later, when a task is at hand.
Inbound Marketing
Any communication generated by an individual and directed towards an organization. For instance, social is predominately inbound channel because individuals generally initiate conversations through sites such as Facebook and Twitter.
Other outbound marketing channels include web interaction, mobile, call center, and point of sale.
Outbound Marketing
Any communication created by an organization to an recipient. For instance, email is predominately outbound channel because organizations are the senders of the content. Other outbound marketing channels include mobile, social, call center, SMS, and direct mail.
(gerald note ; Call center sounds more inbound?)
Remarketing Campaign
A campaign launched automatically after the analysis of the data provided by the Adobe-Genesis connector. The aim of this campaign is to encourage visitors of an e-commerce site to purchase the goods they have left in their basket, or a product they have viewed without purchasing.
Email Deliverability
Concerning all the issues which stop your emails from arriving in your recipient’s inbox.
Senders must earn a reputation on an IP address in a process known as warming up an IP. A reputation can be effected by messages getting caught in spam traps or the recipient marking the message as spam. Therefore, a crucial part of deliverability is giving the recipient an easy way to opt-out or change his or her preferences. We can capture important information such as open rate, click through rate, and read length.
