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CS 410 Team Yellow www.cs.odu.edu/~410yello/ Presentation One

CS 410 Team Yellow www.cs.odu.edu/~410yello/ Presentation One. EmVi Email Content Management System. February 19, 2013. Outline Team Introduction 3

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CS 410 Team Yellow www.cs.odu.edu/~410yello/ Presentation One

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  1. CS 410 Team Yellow www.cs.odu.edu/~410yello/ Presentation One EmViEmail Content Management System February 19, 2013

  2. Outline • Team Introduction 3 • Problem Statement 4 • Solution Statement 5 • Historical Background 6-11 • Case Study 12-16 • Problem evaluated Specific to Case Study 12-16 • Current Process (Pre-Solution) 17-19 • Goals and Objectives (Solution) 17-19 • Improved Process (Post-Solution) 17-19 • Computer Components (Hardware & Software) 20-23 • Competition Matrix 20-23 • Solution Benefits 24-26 • Solution Problems 24-26 • Conclusion 27 • References 28 February 19, 2013

  3. CS 410 Team Yellow Chris Dashiell -Solution Designer Tamara Jones -Project Manager Keith Walsh -Marketing Specialist David Wise -Digital Designer Richard Truchanowicz -Process Engineer Yolanda Quinones -Problem Analysis MENTOR Dr. Steven Zeil -Associate Professor, ODU DOMAINEXPERTS Sara Johnson -President, A Touch of Tech Dana Rambo -Program Manager, Microsoft Ryan Ward -Network Administrator, SimIS February 19, 2013

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  6. Email Marketing? You Ask! People unfamiliar with email marketing often wonder what all the fuss is about. Didn't spam kill email as a marketing vehicle? And if spam didn't kill it, what about blogs, Twitter and all the other clever ways we can communicate online? Isn't email outmoded? Problem Historically Defined February 19, 2013

  7. Why Email Problem Historically Defined Source: SOS EmarketingNovember 15, 2011 February 19, 2013

  8. Email Budget Delta • Email budget increase expectation for 2012 • 97% of companies expected to maintain or increase their email marketing budgets in 2012 Problem Historically Defined 2011 MarketingSherpa Email Marketing Benchmark Survey February 19, 2013

  9. What makes Email Marketing Successful? • 87% of email users check their personal email accounts at least once daily. • Consumers report that about 2/3 of the email they received were marketing (non-SPAM) messages. • 30% of non-business email engagement time is devoted to commercial email. • Consumers overwhelmingly prefer email for commercial communications over any other mode. • 43% of Internet-enabled phone owners use their phone to check email 4+ times/day. Email is the most wide-spread online mobile activity. Problem Historically Defined Source: Merkle, “View from the Digital Inbox 2011”Survey conducted Fall 2010 February 19, 2013

  10. Bottom Line Number of active email users worldwide: 2.2 billion. Average number of email clients used per user: 2.01. Average volume of consumer email sent/received per day: 55.8 billion. Amount companies worldwide spent on email marketing in 2012: $1.3 Billion. Amount of revenue related to email marketing: $8.1 billion. Problem Historically Defined Source: The Radicati Group, Inc Email Market 2012-2016 February 19, 2013

  11. Marketing Email Industry Landscape Email Marketing is a branch of Direct Marketing, which includes Direct (postal) Mail and telemarketing. It uses many of the same techniques and metrics for success. Email list management and sending capabilities are either on-premise (installed on the company’s own servers), hosted (installed on the vendor’s servers) or a hybrid of the two. Advantages of on-premise installations: No per-email-sent charges, more control over customer data, ability to customize and integrate with other systems. Advantages of hosted installations: Low startup cost, ability to leverage proven technologies. Problem Historically Defined February 19, 2013

  12. Case Study Keith Walsh • Email marketing systems expert • Development Lead for hardware and software that send email campaigns for Bing, MSN and Hotmail • ODU Computer Science undergrad since 2008 February 19, 2013

  13. Case Study - Microsoft Marketing Department Takes direction from company executives Responsible for meeting engagement metrics Engaged in entire process Advertising Agency Hired by Marketing Consults on strategy and analysis Specializes in creating beautiful HTML content Data Operations Responsible for safe-handling of customer data Queries big databases to extract mailing lists Sends campaigns from on-premise CRM tool Provides post-campaign metrics and analysis Case Study Identified February 19, 2013

  14. Case Study - Microsoft • RACI Chart • Tasks are listed in sequence. • Marketing is always accountable to a higher power when it is responsible for a task. • Each time responsibility is transferred, a delay occurs. Case Study Identified Responsible Accountable Consulted Informed February 19, 2013

  15. Case Study - Microsoft • Mismatch • Core responsibilities for Operations lay in data handling, list segmentation and analysis. • They perform these two tasks because they have the tools and technical knowledge. • Operations has already segregated these tasks and assigned them to an offshore team. Problem Evaluated Specific to Case Study Responsible Accountable Consulted Informed February 19, 2013

  16. Case Study - Microsoft • Improvement • Shifting responsibility for all content related tasks to Agency would… • Save time. • Reduce errors. • Is there an app for that? Problem Evaluated Specific to Case Study Responsible Accountable Consulted Informed February 19, 2013

  17. Current Process NO MARKETING MARKETING Approve Assets for Testing Assets Approved? Create Campaign Concept Assets Approved? Send Approval to Operations YES NO NO YES Brief Creative Agency LOCAL YES Tests Passed? Generate Campaign Assets Send to Marketing for Review Make Corrections CREATIVE AGENCY CREATIVE AGENCY Evaluate Test Emails In All Email Clients Current Process LOCAL Upload Images to CDN Load Assets into Outbound Tool Send Test Emails OFFSHORE OPERATIONS OPERATIONS Dispatch Email to Mailing Lists Collect Analytics Report Results to Marketing LOCAL February 19, 2013

  18. Goal EmVi will provide users of any design environment or email distribution platform the ability to store, preview and approve marketing emails. Additionally, it will allow users to upload different types of media, such as images, HTML files, and text files to CDNs. It will also allow users to send previews of marketing campaigns to predesignated address lists. Solution Goals/Objectives Identified Objectives • Simplify testing phase • Eliminate outsourcing • Automate CDN uploads and image URL resolution • Automate distribution of test emails • Centralize approval process • Automate rendering of emails across email clients February 19, 2013

  19. Proposed Process MARKETING Send Approval to Operations Create Campaign Concept Assets Approved? YES NO Brief Creative Team YES LOCAL Tests Passed? Make Corrections NO Evaluate Test Emails In All Email Clients Upload Content into EmVi Generate Campaign Assets CREATIVE AGENCY Improved Process Identified Send Test Emails LOCAL OFFSHORE OPERATIONS Dispatch Email to Mailing Lists Collect Analytics Report Results to Marketing LOCAL February 19, 2013

  20. Key Features to Implement • Permission System • Version Control • Approval System • Ability to upload images to Content Delivery Network (CDN) • Application Programming Interface (API) for Integration with other Software • Ability to send Emails • Email Previews Computer Components February 19, 2013

  21. The Components Needed to Implement Key Features EmVi Web Server/ App Server Database Simple Mail Transfer Protocol Server Content Distribution Network- Amazon, CloudFront, or Windows Azure Email Preview Virtual Servers Computer Components February 19, 2013

  22. Major Functional Component Diagram Computer Components February 19, 2013

  23. Competition Matrix Competition Identified February 19, 2013

  24. Benefits of Utilizing EmVi Stand-Alone or Integrative Provides the ability to upload media Sends test campaign emails Content management Version control Built in approval chain Reduces needed resources It is open source Benefits of Solution February 19, 2013

  25. Possible Problems with EmVi Inadequate software performance Not being able to integrate preview Image linking with HTML Problems with Solution February 19, 2013

  26. Limitations of EmVi Does not interface with design tools Unsupported content delivery networks Not providing image security Does not create campaign templates Does not send campaign to list Dependent on email Clients Problems with Solution February 19, 2013

  27. Lack of an email content management system leads to a loss in productivity throughout email campaign development. EmVi will allow for the responsibility of all content related tasking to take place in house. This will diminish time delays, decrease the amount of campaign errors, and reduce costs associated with campaign development. Conclusion and Summary Conclusion February 19, 2013

  28. References References February 19, 2013

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