whitepaper - tapclicks€¦ · time, or 1.65 days, per campaign on the setup and approval steps...

A UNIFIED PLATFORM FOR MARKETING OPERATIONS

How Automated Order Entry,

Workflow, Analytics, and Reporting will Lower your Costs and Increase your Sales

- Whitepaper -

TAPCLICKS, INC. ZACHARY SCOTT JARVINEN

A UNIFIED PLATFORM FOR MARKETING OPERATIONS

How Automated Order Entry, Workflow, Analytics, and Reporting will Lower your Costs and Increase your Sales

For more information, please visit www.tapclicks.com

Executive summary 4

Background & Industry Challenge 5

Enter the Marketing Operations Platform 6

Economic impact of the solution 8

CONTENTS



• TapClicks’ over 170 native integrations with top marketing tools and services uniquely position it to solve a major challenge facing the media industry. • AccordingtoBCGresearch,adoptingaunifiedsolutionliketheTapClicks Marketing Operations Platform will immediately contribute to double-digit efficiencygains.

• Eachmoduleoftheplatformcontributessignificantsavings,startingwiththe automatic order entry of TapOrders that saves 83% per order and over $100k per 1000 orders.

• TheworkflowandtaskmanagementmoduleTapWorkflowsaves33%more time, or 1.65 days, per campaign on the setup and approval steps required to go live.

• Forrester Research has shown agency analytics and alerts modules like TapAnalytics increase ROI by upwards of 500% even in more conservative scenarios.

• TapReports delivers a 95% reduction in reporting time, equating to $100k in savingsofemployeetime.Thetoolsalsoprovidesadditionalbenefitssuchas reduced client churn from the improved communication and perceived value.

EXECUTIVE SUMMARY

For more information, please visit www.tapclicks.com For more information, please visit www.tapclicks.com

As digital tools and services have shown a continuing exponentialgrowthtrend,theneedforaunifiedplatform that captures, manages, analyzes, and communicates this data also grows. And yet a surprising number of agencies still operate on arcane order entry andworkflowmanagementtoolsandmanuallyproducereports for their clients.

BACKGROUND+ INDUSTRYCHALLENGE

TapClicks’ over 170 native integrations with top

marketing tools and services uniquely position it to

solve a major challenge facing the media industry“

”

PROBLEM.


A Marketing Operations Platform starts with an Order Management tool built with the sales team in mind: an Order Management tool like TapOrders. Integrating with CRMs, we capture orders from CRM opportunities or directly within our platform. This lets you to enter client objectives and goals at the point of sale--preventing any missed opportunities and making invoice generation quick and easy.

After capturing an order, you want to make your build and approval process as seamless and painless aspossible.WeachievethatviatheTapWorkflowmodule. TapWorkflow puts work in the hands of the right person with the push of a button. You can evensetTapWorkflowtoautomaticallyroutetaskstocreative, to stakeholders for approval, and to ad ops forflight.

ENTER THE MARKETING OPERATIONS PLATFORM

Marketing Operations Platform will immediately

contribute to double-digit efficiency gains.“ ”

tapOrders

tapOrders

tapAnalytics

tapWorkflow

tapWorkflow

tapReports


Post-flight and during campaigns, you want to beinformedofthestateofyourcampaigns.Webuilt TapAnalytics to help you quickly see your campaignperformance.WithTapAnalytics, you can scroll through your campaigns and see where the gains are and where you need to make immediate changes. Set up performance notifications and automatic alerts to let the team know if anything goes wrong. And your team can bring regularly followed KPIs and metrics to the whole team for observation via stunning dashboard visualizations available on-demand in the cloud.

During the campaign and after you want to communicateyoursuccesstoyourclients.WithTapReports, your clients get beautiful reports in the format that works best and as often as they need them. Our best partners use reports to prompt their clients for the next sell and even upsell based on theirreports.TapClicksisdifferentbecauseitlinkstofinancesystems,ERPs,andother3rdpartyin-houseplatforms you use to track and improve business. The result is improvements across the full lifecycle of the order. The chart below maps how the Marketing Operations Platformfitswithyourordercycle:

TapOrders saves 83% per order

and over $100k per 1000 orders.

“ ”

tapAnalytics tapReports


Benefit of a single user interface: Marketing Operations Platform According to a BCG1 study on the benefitsofasingleuserinterface(Exhibit 1), “Agencies can achieve quickimprovementsinefficiency(along the lines of the 12 percent [...]) byimplementingaunifiedtechnologyplatform that provides a single user interface.” Like a common language helps groups communicate, a single UI saves users from needing to interpret differentsoftwareandenablesthemtodevotemoretimetoflowsthathelpthem more quickly carry out tasks.

EXHIBIT 1 | AGENCIES CAN DECREASE PROCESS TIME BY UP TO 33 PERCENT BY SHIFTING TO A UNIFIED PLATFORM

Benefit of automated order entry and proposal creation: TapOrders - Order costs range from $50 to $150 per order without an automated system when accounting for all the variables involved including staff time, according to a study done by SAP2.Withabest-of-breedplatform,thiscostdropsto $25 or less. That’s a potential 83% savings, equal to more than $100,000 in savings per 1000 orders in many scenarios.

Benefit of workflow and task management: TapWorkflow - According to the same BCG study and pictured in Exhibit 2, time to campaign go-live

1 “Efficiency and Effectiveness in Digital Advertising.” bcg.perspectives 2013. Full Report: “https://www.bcgperspectives.com/content/articles/media_entertainment_marketing_cutting_complexity_adding_value_efficiency_effectiviness_digital_advertising/?chapter=3”

2 Whitepaper: “Building an ROI model to Evaluate Your B2B E-Commerce Initiative”. By Hybris Software by SAP. 2013. Full Report: http://www.hybris. com/medias/sys_master/formsCollaterals/formsCollaterals/haf/hf4/8808383184926/Whitepaper-Building-an-ROI-model-to-Evaluate-Your-B2B-E- Commerce-Initiative-EN.pdf

often takes as many as 25 days, with as many as 20 days of which are devoted to wait time between required steps such as the routing of tasks and approvals. Further, teams spend as many as 4 of the 5 days of campaign work during that process on non-value creating activities, like redundant data entry and searching for order information across tools. A state-of-the-art workflow and task management tool can dramatically reduce that time, tilting the time spent on tasks towards ones that actually create value and hastening the time-to-cash by over 33%.

ECONOMIC IMPACT OF THE SOLUTION

-11,9% -33.1%

Average nonunified2 Average unified2 Best-case unified3

Planning Activation Reporting

TapWorkflow saves time—over 33%

or 1.65 days per campaign “ ”

Benefit of internal analytics and alerts: TapAnalytics Providinganalysisofthemosteffectivewaytospendmarketingbudgetisaholygrailofmarketers.Weneedtoreachtherightcustomerswiththerightofferattherighttimeswithoutcannibalizingfuturesalesorburdeningprospects with too many messages. Those who use systems that aim to achieve these ends have been shown by Forrester to increase ROI by upwards of 500%, even in more conservative scenarios3. If we quantify additional tasks that make an organization smarter and faster through visualization and alerts from data, the projected ROI increase would be even higher.

EXHIBIT 3 | ROI OF IMPLEMENTING A MARKETING ANALYTICS AND OPTIMIZATION SOLUTION

For more information, please visit www.tapclicks.com For more information, please visit www.tapclicks.com

EXHIBIT 2 | MANY AGENCIES SPEND SIGNIFICANT TIME ON NON-VALUE CREATING ACTIVITIES

3 Forrester Consulting: “The Total Economic Impact Of SAS Marketing Optimization”. Prepared for SAS Institute, Inc. by Forrester. Full Report: http:// www.sas.com/content/dam/SAS/en_us/doc/analystreport/the-total-economic-impact-of-sas-marketing-optimization-104500.pdf

TapAnalytics increases ROI by upwards of

500%, even in more conservative scenarios“ ”


Benefit of automated reporting and improved client communication: TapReports Based on our internal data and extensive surveys with our clients, we know larger partners are able to reduce reporting time to 1/20th of what it was before using TapReports: that’s a 95% reduction in reporting time. Marketers save time when they no longer manually cut, paste and compile from dozens of tools and switch to our auto-generation and delivery tools. Multiply the time savings from the number of reports they run times the per hour salary of the employees who run the report, and the result is in several hundred thousand dollars

in savings for all of our major partners and multiple millions of dollars in savings overall. FurtheraddingtothebenefitsofTapReportsisaclearreduction in client churn partners have seen as a result of the improved client communication the time savings have enabled. Users report that their clients have grown accustomed to receiving the new visually compelling reports with the agency’s own branding, and clients have become less inclined to switch agencies. In many cases these clients actually spend more with their agency after receiving the results and regular communication from the reports.

EXHIBIT 4 | TODAY ́S UNIFIED PLATFORMS SAVE TIME BY IMPROVING ACTIVATION AND REPORTING PROCESSES

TapReports delivers a 95% reduction in reporting time, equating

to hundreds of thousands in savings in employee time “ ”

For more information about TapClicks, or to schedule a demo,

contact us at www.TapClicks.com

or email [email protected] today.

Wecan’twaittohelpyoutransformyourteamintothetopagencyinyourarea!

whitepaper - tapclicks€¦ · time, or 1.65 days, per campaign on the setup and approval steps...

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