Software review: Understanding marketing resource management (MRM) technologies and the implications for the delivery of
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Shaun Doyle is CEO of Cognitive Box, a marketing technology solution provider. He has been involved in over 180 projects around the world which have been concerned with improving marketing performance through the use of technology. He is currently involved in three projects implementing marketing (MRM) management-type solutions in the UK, USA and Israel. Prior to setting up Cognitive Box, he was founder and chairman of Intrinsic, a campaign management vendor acquired by SAS in March 2001. While at SAS, he was involved in the development of the SAS marketing solutions Marketing Automation, Marketing Optimisation and Interaction Management.
Abstract This paper looks at the role of marketing resource management (MRM) technology, the typical capabilities supported and the critical success factors for an MRM project. It aims to provide guidance for those thinking of embarking on a process improvement project in marketing, where technology will be used.
Shaun Doyle Cognitive Box, Sam’s Barn, The Greenway, Wantage, Oxon, OX1 Tel: ⫹44 (0)1235 821 353 e-mail: shaun.doyle@ cognitivebox.com
WHAT IS THE BUSINESS PROBLEM MRM IS TRYING TO SOLVE? The last few years have seen a major increase in the volume and complexity of campaigns executed by a typical marketing department. This has put significant pressure on other parts of the marketing process, particularly those associated with campaign execution. Organisations have therefore looked at technology as one way of addressing this problem. The following factors have combined to create a step change in the complexity of marketing in today’s business environment: Improved targeting The adoption of statistical techniques to targeting outbound communication
䉷 Palgrave Macmillan Ltd 1741-2447/06 $30.00
Vol. 13, 2, 173–178
activities has led to a drop in the average volume of communications per campaign. In many cases, this saving has been re- invested into running more campaigns. The result is that the overall volume of campaigns is increasing. In the author’s experience of implementing marketing automation solutions, a 3–5-fold increase in campaign volumes is typically seen. Adoption event based marketing There has been a wider adoption of event-based campaigns that are triggered by changes in customer behaviour. These event campaigns are characterised by frequently run campaigns which have varying volumes. The ultimate impact on marketing is an increase in the number of campaigns. Where clients implement
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event-based marketing activities, the increase is more pronounced, a 5–8-fold increase is common in the first year. Availability of more communication channels The availability of more communication channels, and their integration in multi-channel campaigns, has increased the complexity of campaign planning, prioritisation and execution. This is often in addition to the increase in volume associated with the previous items. Move to real time communications In the past, marketing databases were refreshed on a wee
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