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Cognizant Business Consulting
Helping organizations engage people and uncover insight from data to shape the products, services and experiences they offer
Learn More

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Digital Age: Are CMO's Satisfied with their Campaign Management Solution?

Cognizant helps build consumer-oriented marketing with real-time views across advertising channels

OVERVIEW

Today’s marketers know that campaign management is key to providing the best experiences for customers—experiences that will prompt specific actions tied to growing revenue.

But, with the growing number of advertising channels like mobile, email, websites and others, many companies are struggling to achieve the real-time view across these channels critical to providing the one-to-one personalized experiences today’s consumers demand.

Data is pouring into companies from advertising campaigns, but culling through that data to gain real customer insight to fuel better interactions is challenging for many companies—especially given that the time-to-market for messaging adjustments and cross selling shrinks every day.

Cognizant’s Digital Campaign Reflect Campaign Management Evaluation Tool Kit helps organizations assess business needs and provides solutions for them to upgrade, optimize or revamp current campaign management strategy and tools.

We study clients’ existing business and IT model and recommend the best solution, including evaluating products to ensure that tools align with the enterprise road map and long-term strategy.

The Way Forward – How Campaign Reflect Works

Business Situation

  • Discover what campaign management solutions are currently present.
  • Evaluate it with regard to your marketing strategy and future needs.
  • Build a comprehensive RFI/RFP and establish an evaluation grid. 

Questions to Ask

  • What are the main points we should consider?
  • Can you help us build our RFI/RFP?
  • What are the key trends/technologies that need to be accounted in the evaluation process?

Evaluation Process

  • Evaluate your company’s business strategy and marketing needs.
  • Define the typical customer journey, including channel usage. 
  • Define your IT needs, list your own criteria and weigh them. 
  • Evaluate current in-house solutions and whether they can provide the right customer experience.
  • Evaluate other solutions, ask for demos and choose the solution that best meets your needs.

The Way Forward – How Campaign Reflect Works

  • Business Situation
  • Business Situation

    • Discover what campaign management solutions are currently present.
    • Evaluate it with regard to your marketing strategy and future needs.
    • Build a comprehensive RFI/RFP and establish an evaluation grid. 

  • Questions to Ask
  • Questions to Ask

    • What are the main points we should consider?
    • Can you help us build our RFI/RFP?
    • What are the key trends/technologies that need to be accounted in the evaluation process?

  • Evaluation Process
  • Evaluation Process

    • Evaluate your company’s business strategy and marketing needs.
    • Define the typical customer journey, including channel usage. 
    • Define your IT needs, list your own criteria and weigh them. 
    • Evaluate current in-house solutions and whether they can provide the right customer experience.
    • Evaluate other solutions, ask for demos and choose the solution that best meets your needs.

FEATURES & BENEFITS

Strategic Solutions Assessment

Includes leveraging market (external) and as-is (internal) assessment to identify the right campaign management offerings. Engaging different stakeholders throughout the organization and arrive at an optimized solution. Proposing a solution that incorporates:

  • Customer experience
  • Speed/flexibility
  • Value and cost
  • Risk and compliance
  • Integrations within the company’s multi-channel strategy

Road Map Definition

  • Developing a strategy road map with service selection prioritization
  • Devising a marketing strategy with a detailed go-to-market strategy and communication strategy
  • Outlining the steps to achieve the technology and the operating model

Campaign Management Solution Implementation Plan

  • Make vs. buy analysis
  • Infrastructure strategy that spans scalability, flexibility, cost effectiveness and time-to-market
  • Support and maintenance strategy
  • Resource strategy

Effectiveness Measurement

  • Identifying the parameters to measure the effectiveness of the campaign management solution for cross-selling, upselling, branding, customer retention, cost reduction and revenue growth
  • Defined benchmarks based on industry standards
  • Education of relevant stakeholders and implementation of processes in the organization to adhere to best practices
  • Definition of processes to continuously monitor and track ROI from the campaigns

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Campaign Management Assessment | Consulting | Cognizant Technology Solutions