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1 1
CS#410#Team#Yellow##www.cs.odu.edu/~410yello/
Presentation One
EmVi Email Content Management
System#
February#19,#2013#
2 2
Outline#####################################
• Team%Introduc.on%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%3%%%• Problem%Statement%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%4%• Solu.on%Statement%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%5%• Historical%%Background%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%6=11%• Case%Study%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%12=16%%• Problem%evaluated%Specific%to%Case%Study%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%12=16%• Current%Process%(Pre=Solu.on)%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%17=19%%%%%%%%%%%%%%%%%%%%%%%%%%%• Goals%and%Objec.ves%(Solu.on)%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%17=19%• Improved%Process%(Post=Solu.on)%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%17=19%• Computer%Components%(Hardware%&%SoNware)%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%20=23%• Compe..on%Matrix%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%20=23%• Solu.on%Benefits%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%24=26%• Solu.on%Problems%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%24=26%• Conclusion%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%27%• References%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%28%
####
February#19,#2013#
3 3
CS#410#Team#Yellow#TAMARA JONES -Project Manager
YOLANDA QUINONES -Problem Analysis
DAVID WISE -Digital Designer
CHRIS DASHIELL -Solution Designer
RICHARD TRUCHANOWICZ -Process Engineer
KEITH WALSH -Marketing Specialist
MENTOR DR. STEVEN ZEIL -Associate Professor, ODU
SARA JOHNSON -President, A Touch of Tech
DOMAIN EXPERTS DANA RAMBO -Program Manager, Microsoft
RYAN WARD -Network Administrator, SimIS
February#19,#2013#
4 4 February#19,#2013#
5 5 February#19,#2013#
6
Email#Marke?ng?#You#Ask!#
People#unfamiliar#with#email#marke?ng#oIen#wonder#what#all#the#fuss#is#about.#Didn't#spam#kill#email#as#a#marke?ng#vehicle?#And#if#spam#didn't#kill#it,#what#about#blogs,#TwiPer#and#all#the#other#clever#ways#we#can#communicate#online?#Isn't#email#outmoded?#
Prob
lem#Historically#Defi
ned##
February#19,#2013#
7
Why#Email#
$0
$5
$10
$15
$20
$25
$30
$35
$40
$45
Television Direct Mail Mobile Magazine Newspaper Social Media
Search Engine
RO
I per
dol
lar s
pend
Marketing Channel
Source: SOS Emarketing November 15, 2011
Prob
lem#Historically#Defi
ned##
February#19,#2013#
8
Email#Budget#Delta#
2011 MarketingSherpa Email Marketing Benchmark Survey
• Email#budget#increase#expecta?on#for#2012#– 97%#of#companies#expected#to#maintain#or#increase#their#email#marke?ng#budgets#in#2012#
#
Prob
lem#Historically#Defi
ned##
February#19,#2013#
9
What%makes%Email%Marke.ng%Successful?#• 87%#of#email#users#check#their#personal#email#accounts#at#least#once#daily.##• ######Consumers#report#that#about#2/3#of#the#email#they#received#were#marke?ng#(non\SPAM)#messages.#• ######30%#of#non\business#email#engagement#?me#is#devoted#to#commercial#email.#• ######Consumers#overwhelmingly#prefer#email#for#commercial#communica?ons#over#any#other#mode.#• ######43%#of#Internet\enabled#phone#owners#use#their#phone#to##########check#email#4+#?mes/day.#Email#is#the#most#wide\spread#online#mobile#ac?vity.# Source: Merkle, “View from the Digital
Inbox 2011” Survey conducted Fall 2010
Prob
lem#Historically#Defi
ned##
February#19,#2013#
10
BoYom%Line%• Number#of#ac?ve#email#users#worldwide:#2.2#billion.#• Average#number#of#email#clients#used#per#user:#2.01.#• Average#volume#of#consumer#email#sent/received#per#day:#55.8#billion.#• Amount#companies#worldwide#spent#on#email#marke?ng#in#2012:#$1.3#Billion.#• Amount#of#revenue#related#to#email#marke?ng:#$8.1#billion.#
Source: The Radicati Group, Inc Email Market 2012-2016
Prob
lem#Historically#Defi
ned##
February#19,#2013#
11
Marke?ng#Email#Industry#Landscape#• Email#Marke?ng#is#a#branch#of#Direct#Marke?ng,#which#includes#Direct#(postal)#Mail#and#telemarke?ng.#It#uses#many#of#the#same#techniques#and#metrics#for#success.#• Email#list#management#and#sending#capabili?es#are#either#on\premise#(installed#on#the#company’s#own#servers),#hosted#(installed#on#the#vendor’s#servers)#or#a#hybrid#of#the#two.#• Advantages#of#on\premise#installa?ons:#No#per\email\sent#charges,#more#control#over#customer#data,#ability#to#customize#and#integrate#with#other#systems.#• Advantages#of#hosted#installa?ons:#Low#startup#cost,#ability#to#leverage#proven#technologies.# Pr
oblem#Historically#Defi
ned##
February#19,#2013#
12 12
Case#Study#Keith#Walsh#
• Email#marke?ng#systems#expert#• Development#Lead#for#hardware#and#
soIware#that#send#email#campaigns#for#Bing,#MSN#and#Hotmail#
• ODU#Computer#Science#undergrad#since#2008#
February#19,#2013#
13
Case#Study#\#MicrosoI#Marke?ng#Department#Takes#direc?on#from#company#execu?ves#Responsible#for#mee?ng#engagement#metrics#Engaged#in#en?re#process#
Adver?sing#Agency#Hired#by#Marke?ng#Consults#on#strategy#and#analysis#Specializes#in#crea?ng#beau?ful#HTML#content##
Data#Opera?ons#Responsible#for#safe\handling#of#customer#data#Queries#big#databases#to#extract#mailing#lists#Sends#campaigns#from#on\premise#CRM#tool#Provides#post\campaign#metrics#and#analysis#
Case#Study#Iden
?fied
#
February#19,#2013#
14
Case#Study#\#MicrosoI#
Case#Study#Iden
?fied
#
Task Marketing Agency Operations
Strategy R C C Copy & Color A R C Upload Images A I R Send Previews A I R Test A R C Approve R C C Send A I R Track A I R Analyze A C R Report R C C
RACI#Chart#• Tasks#are#listed#in#
sequence.#• Marke?ng#is#always#
accountable#to#a#higher#power#when#it#is#responsible#for#a#task.#
• Each#?me#responsibility#is#transferred,#a#delay#occurs.#
Responsible Accountable Consulted Informed
February#19,#2013#
15
Case#Study#\#MicrosoI#
Prob
lem#Evaluated
#Spe
cific#to
#Case#Stud
y#
Task Marketing Agency Operations
Strategy R C C Copy & Color A R C Upload Images A I R Send Previews A I R Test A R C Approve R C C Send A I R Track A I R Analyze A C R Report R C C
• Core#responsibili?es#for#Opera?ons#lay#in#data#handling,#list#segmenta?on#and#analysis.#
• They#perform#these#two#tasks#because#they#have#the#tools#and#technical#knowledge.#
• Opera?ons#has#already#segregated#these#tasks#and#assigned#them#to#an#offshore#team
Responsible Accountable Consulted Informed
February#19,#2013#
16
Case#Study#\#MicrosoI#
Prob
lem#Evaluated
#Spe
cific#to
#Case#Stud
y#
Task Marketing Agency Operations
Strategy R C C Copy & Color A R C Upload Images A R I Send Previews A R I Test A R C Approve R C C Send A I R Track A I R Analyze A C R Report R C C
Improvement#• ShiIing#
responsibility#for#all#content#related#tasks#to#Agency#would…#• Save#?me.#• Reduce#errors.#
• Is#there#an#app#for#that?##
Responsible Accountable Consulted Informed
February#19,#2013#
17
OFFSHORE
LOCAL
LOCAL
LOCAL OPERATIONS
CREATIVE AGENCY
MARKETING Current#Process#
REPORT RESULTS TO MARKETING COLLECT ANALYTICS DISPATCH EMAIL TO
MAILING LISTS
SEND APPROVAL TO OPERATIONS
YES
MAKE CORRECTIONS
NO
TESTS PASSED?
EVALUATE TEST EMAILS IN ALL EMAIL CLIENTS
SEND TEST EMAILS LOAD ASSETS INTO OUTBOUND TOOL
UPLOAD IMAGES TO CDN
APPROVE ASSETS FOR
TESTING YES NO ASSETS
APPROVED?
SEND TO MARKETING FOR REVIEW
GENERATE CAMPAIGN ASSETS
BRIEF CREATIVE AGENCY
CREATE CAMPAIGN CONCEPT
ASSETS APPROVED?
YES
NO
Curren
t#Process##
February#19,#2013#
18
Goal###
Solu?o
n#Goals/O
bjec?ves#Iden
?fied
#
EmVi#will#provide#users#of#any#design#environment#or#email#distribu?on#plaporm#the#ability#to#store,#preview#and#approve#marke?ng#emails.#Addi?onally,#it#will#allow#users#to#upload#different#types#of#media,#such#as#images,#HTML#files,#and#text#files#to#CDNs.#It#will#also#allow#users#to#send#previews#of#marke?ng#campaigns#to#predesignated#address#lists.#
• Simplify#tes?ng#phase#• Eliminate#outsourcing#
• Automate#CDN#uploads#and#image#URL#resolu?on#• Automate#distribu?on#of#test#emails#
• Centralize#approval#process#• Automate#rendering#of#emails#across#email#clients#
Objec?ves#
February#19,#2013#
19
OFFSHORE
LOCAL
LOCAL
LOCAL OPERATIONS
CREATIVE AGENCY
MARKETING Proposed#Process#
REPORT RESULTS TO MARKETING
COLLECT ANALYTICS
DISPATCH EMAIL TO MAILING LISTS
SEND APPROVAL TO OPERATIONS
YES NO ASSETS APPROVED?
YES
MAKE CORRECTIONS
NO TESTS PASSED?
EVALUATE TEST EMAILS IN ALL EMAIL CLIENTS
SEND TEST EMAILS
UPLOAD CONTENT INTO EMVI
GENERATE CAMPAIGN ASSETS
BRIEF CREATIVE
TEAM
CREATE CAMPAIGN CONCEPT
Improved
#Process#Iden
?fied
#
February#19,#2013#
20
Key#Features#to#Implement##• Permission#System#• Version#Control#• Approval#System#• Ability#to#upload#images#to#Content#Delivery#Network#(CDN)#• Applica?on#Programming#Interface#(API)#for#Integra?on#with#other#SoIware##
• Ability#to#send#Emails#• Email#Previews##
Compu
ter#C
ompo
nents#
February#19,#2013#
21
The#Components#Needed#to#Implement#Key#Features#
• EmVi#Web#Server/#App#Server#• Database#• ##Simple#Mail#Transfer#Protocol#Server#• Content#Distribu?on#Network\#Amazon,#CloudFront,##or#Windows#Azure#
• Email#Preview#Virtual#Servers##
Compu
ter#C
ompo
nents#
February#19,#2013#
22
Compu
ter#C
ompo
nents#
Major#Func?onal#Component#Diagram#
February#19,#2013#
23
Compe??on#Matrix
Compe
??on
#Iden
?fied
#
February#19,#2013#
24
Benefits%of%U.lizing%EmVi##• Stand\Alone#or#Integra?ve##• Provides#the#ability#to#upload#media##• Sends#test#campaign#emails##• Content#management#• Version#control#• Built#in#approval#chain##• Reduces#needed#resources#• It#is#open#source#
Bene
fits#of#Solu?
on#
February#19,#2013#
25
Possible%Problems%with%EmVi • Inadequate#soIware#performance##
• Not#being#able#to#integrate#preview#
• Image#linking#with#HTML#
Prob
lems#with
#Solu?
on#
February#19,#2013#
26
Limita.ons%of%EmVi###• Does#not#interface#with#design#tools#• Unsupported#content#delivery#networks#• Not#providing#image#security##• Does#not#create#campaign#templates#• Does#not#send#campaign#to#list##• Dependent#on#email#Clients#
Prob
lems#with
#Solu?
on#
February#19,#2013#
27
Conclusion%and%Summary%%
Conclusion
#
Lack#of#an#email#content#management#system#leads#to#a#loss#in#produc?vity#throughout#email#campaign#development.###EmVi#will#allow#for#the#responsibility#of#all#content#related#tasking#to#take#place#in#house.#This#will#diminish#?me#delays,#decrease#the#amount#of#campaign#errors,#and#reduce#costs#associated#with#campaign#development.##
February#19,#2013#
28
References%
References#
February#19,#2013#