According to the Gartner report, Multichannel campaign management processes enable companies to communicate offers to customer segments across a multichannel environment, such as direct mail, call centers, Web sites, e-mail and communities. This can include integrating marketing offers/leads with sales for execution. Basic campaign management includes functionality for segmentation, campaign execution and campaign workflow. Advanced analytic functionality includes predictive analytics and campaign optimization. Advanced execution functionality includes event triggering and real-time recommendations in inbound and outbound environments. E-marketing functionality, which is increasingly becoming integrated with campaign management, includes Web analytics, community marketing and search marketing.
The role of Campaign Management software
Database marketing software enables companies to deliver to customers and prospects timely, pertinent, and coordinated messages and value propositions (offers or gifts perceived as valuable).
Today’s Campaign Management software goes considerably further. It manages and monitors customer communications across multiple touch-points, such as direct mail, telemarketing, customer service, point-of-sale, e-mail and the Web.
Campaign Management automates and integrates the planning, execution, assessment and refinement of possibly tens to hundreds of highly segmented campaigns running monthly, weekly, daily or intermittently. The software can also run campaigns that are triggered in response to customer behavior or milestones – such as the opening of a new account.
Value proposition - Increasing customer lifetime value
Consider, for example, customers of a bank who only use the institution for a checking account. An analysis reveals that after depositing large annual income bonuses, some customers wait for their funds to clear before moving the money quickly into their stock-brokerage or mutual fund accounts outside the bank. This represents a loss of business for the bank.
To persuade these customers to keep their money in the bank, marketing managers can use Campaign Management software to immediately identify large deposits and trigger a response. The system might automatically schedule a direct mail or telemarketing promotion as soon as a customer’s balance exceeds a predetermined amount. Based on the size of the deposit, the triggered promotion can then provide an appropriate incentive that encourages customers to invest their money in the bank’s other products.
Finally, by tracking responses and following rules for attributing customer behavior, the Campaign Management software can help measure the profitability and ROI of all ongoing campaigns.

• K Thearling

Campaign Management Vendor requirements
A good campaign management solution must support all the following:

• The ability to create, execute and manage multichannel campaigns
• Proved campaign planning, tracking and reporting with role and approval capability
• A UI suitable for marketing users who create, execute and report on campaigns
• Specific, basic campaign management functionality, such as segmentation, campaign execution and campaign workflow

A good campaign management solution must also support at least two of four functionality components:

• Advanced analytic functionality
  • Predictive analytics
  • Campaign optimization
• Advanced execution functionality
  • Event triggering
  • Real-time recommendations

• Gartner 2008 report

Search Engine Optimized (SEO) Campaign Management