Software review: The components of a marketing automation solution in a multi-channel real-time environment
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Shaun Doyle is Chairman of Intrinsic, a campaign management software company. The focus of the business is the provision of software and database marketing consultancy services aimed at helping clients manage their customer communications more intelligently and effectively. A co-founder of the company with Steve Treadwell, he is responsible for management of the business consultancy team and the strategic direction of the company. He has extensive experience in the design, development, implementation and exploitation of customer-focused database marketing systems in a number of business sectors. These include financial services, retail, leisure, charity and telecommunications. He has been involved in the design and building of over 50 marketing databases in blue chip organisations. He is well known in the industry, regularly speaking and running specialist workshops at leading industry conferences. He has had a number of papers published in the UK and overseas on the application of database marketing.
Abstract This paper describes the key components of a marketing automation solution. It aims to provide a framework for discussion on the components needed to support the marketing function in a multi-channel, real-time environment.
BACKGROUND The last few years have seen the campaign management vendors repositioning their applications as marketing automation solutions. One of the reasons for doing this is to differentiate their solutions from the traditional campaign management applications that have little or no automation capability. At the same time it has become clear that marketing automation needs to go beyond campaign management and needs to look at supporting a wider range of processes within the marketing function. Shaun Doyle Intrinsic, Gloucester House, Gloucester Street, Faringdon, Oxon SN7 7HY Tel: 01367 240 003; Fax: 01367 244 604; e-mail: shaun.doyle @intrinsic.co.uk
INTRODUCTION The introduction of high end campaign management applications with scheduling functionality provided marketing teams with the ability to significantly increase
Henry Stewart Publications 1350-2328 (2000)
Vol. 8, 1, 87–92
the volume of communications (tenfold is not uncommon) while maintaining, and in some cases reducing, the size of the marketing team. Adding to this armoury the tighter integration of the novel real-time communication methods such as e-mail and short text messaging (many with significantly reduced unit cost per communication), has resulted in a situation where the same marketing team could potentially deliver 100 times more communications. The issue now is that many of the other marketing processes cannot cope with the increasing power of the core marketing communication engine. Wider automation of the marketing function is, therefore, inevitable. This paper explores the key components and potential scope of a marketing automation solution.
Journal of Database Marketing
87
Doyle
MANAGING CLIENT INFORMATION The central component of any marketing automation solution is the client repository. This hold
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