Operational Approach to Tweaking the Campaign Build Process

  • 18 May 2015
  • Posted by Anand Sambasivam
  • 0 Comments

Marketers need to comprehend that a cloud based marketing platform is enticing but SHARED across other customers of the ESP / MSP.  If their campaigns have a performance problem, you can bet your boots that your holiday / week end campaign gets hit as well.

The challenge of course, is in getting this context – MSPs may not share this information and degree of “Infrastructure Sharedness” too freely. After all, as a marketer, you subscribe to SLAs around the infrastructure not to a “labeled” marketing server itself.

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Technology Dimension to Tweaking the Campaign Build Process

  • 06 May 2015
  • Posted by Anand Sambasivam
  • 0 Comments

We looked at the business impacts of the build process and how every marketer needs to worry about it. Here’s a technical dimension to managing the campaign build process effectively, though as a solution it is challenging to implement unless you own the marketing platform lock, stock and barrel.

Solution: Move the Build & Merge process outside the operational Email Marketing database.

Benefits:  

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Business Impacts of the Campaign Build Process for Marketers

  • 29 Apr 2015
  • Posted by Anand Sambasivam
  • 0 Comments

The Campaign Build Process has multiple business implications for Marketers even though technically the process is managed by an ESP. Think of all the Black Friday or Cyber Monday campaigns that struggled through the door and the number of times you have kept your fingers crossed hoping to get the Easter campaign out on Easter. Some of the critical implications of the Build process include but are not limited to

Time to Customer: 

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Understanding the Campaign Build Process inside Marketing Platforms

  • 24 Apr 2015
  • Posted by Anand Sambasivam
  • 0 Comments

Marketing technologists need to be increasingly aware of the constraints that come in her/his away in staging successful email campaign. The delivery process hogs database resources and renders the system unavailable and / or too slow  for other contenders like online subscriptions, data loads and reporting.  Marketers need to manage  the delivery process effectively as the key to ensure predictable  campaign delivery, high availability to competing processes and in case of SaaS based platforms – direct Customer Satisfaction.

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Bootstrapping Analytics for the Marketer- Quick & Dirty

  • 09 Apr 2015
  • Posted by Anand Sambasivam
  • 0 Comments

Before getting onboard a PhD in Data Mining or acquiring one, there is some level of magic a marketer can do with the behavioral database he has set up, without the need for advanced analytical Tools. These are quick and dirty methods but can boost conversions, reduce blast volume and in general power up your marketing efforts with much needed “customer centric” intelligence.  Some basic knowledge of SQL can help though it is not mandatory.

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CMO Predictions for 2015

  • 07 Apr 2015
  • Posted by Anand Sambasivam
  • 0 Comments

With 2015 galloping forward, we have cumulated what we believe to be the most pertinent predictions for CMOs this year. These predictions have been curated from the most trusted minds across industries, viz. Forrester, IDC, marketingtechblog.com and marketingland.com, amongst others.

Prediction 1: CMOs Will Cement, Not Just Declare, Their Position on the C-Suite

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