1 1

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

Presentation One

EmVi Email Content Management

System#

February#19,#2013#

2 2

Outline#####################################

•  Team%Introduc.on%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%3%%%•  Problem%Statement%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%4%•  Solu.on%Statement%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%5%•  Historical%%Background%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%6=11%•  Case%Study%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%12=16%%•  Problem%evaluated%Specific%to%Case%Study%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%12=16%•  Current%Process%(Pre=Solu.on)%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%17=19%%%%%%%%%%%%%%%%%%%%%%%%%%%•  Goals%and%Objec.ves%(Solu.on)%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%17=19%•  Improved%Process%(Post=Solu.on)%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%17=19%•  Computer%Components%(Hardware%&%SoNware)%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%20=23%•  Compe..on%Matrix%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%20=23%•  Solu.on%Benefits%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%24=26%•  Solu.on%Problems%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%24=26%•  Conclusion%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%27%•  References%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%28%

####

February#19,#2013#

3 3

CS#410#Team#Yellow#TAMARA JONES -Project Manager

YOLANDA QUINONES -Problem Analysis

DAVID WISE -Digital Designer

CHRIS DASHIELL -Solution Designer

RICHARD TRUCHANOWICZ -Process Engineer

KEITH WALSH -Marketing Specialist

MENTOR DR. STEVEN ZEIL -Associate Professor, ODU

SARA JOHNSON -President, A Touch of Tech

DOMAIN EXPERTS DANA RAMBO -Program Manager, Microsoft

RYAN WARD -Network Administrator, SimIS

February#19,#2013#

4 4 February#19,#2013#

5 5 February#19,#2013#

6

Email#Marke?ng?#You#Ask!#

People#unfamiliar#with#email#marke?ng#oIen#wonder#what#all#the#fuss#is#about.#Didn't#spam#kill#email#as#a#marke?ng#vehicle?#And#if#spam#didn't#kill#it,#what#about#blogs,#TwiPer#and#all#the#other#clever#ways#we#can#communicate#online?#Isn't#email#outmoded?#

Prob

lem#Historically#Defi

ned##

February#19,#2013#

7

Why#Email#

$0

$5

$10

$15

$20

$25

$30

$35

$40

$45

Television Direct Mail Mobile Magazine Newspaper Social Media

Search Engine

Email

RO

I per

dol

lar s

pend

Marketing Channel

Source: SOS Emarketing November 15, 2011

Prob

lem#Historically#Defi

ned##

February#19,#2013#

8

Email#Budget#Delta#

2011 MarketingSherpa Email Marketing Benchmark Survey

•  Email#budget#increase#expecta?on#for#2012#– 97%#of#companies#expected#to#maintain#or#increase#their#email#marke?ng#budgets#in#2012#

#

Prob

lem#Historically#Defi

ned##

February#19,#2013#

9

What%makes%Email%Marke.ng%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#marke?ng#(non\SPAM)#messages.#• ######30%#of#non\business#email#engagement#?me#is#devoted#to#commercial#email.#• ######Consumers#overwhelmingly#prefer#email#for#commercial#communica?ons#over#any#other#mode.#• ######43%#of#Internet\enabled#phone#owners#use#their#phone#to##########check#email#4+#?mes/day.#Email#is#the#most#wide\spread#online#mobile#ac?vity.# Source: Merkle, “View from the Digital

Inbox 2011” Survey conducted Fall 2010

Prob

lem#Historically#Defi

ned##

February#19,#2013#

10

BoYom%Line%• Number#of#ac?ve#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#marke?ng#in#2012:#$1.3#Billion.#• Amount#of#revenue#related#to#email#marke?ng:#$8.1#billion.#

Source: The Radicati Group, Inc Email Market 2012-2016

Prob

lem#Historically#Defi

ned##

February#19,#2013#

11

Marke?ng#Email#Industry#Landscape#• Email#Marke?ng#is#a#branch#of#Direct#Marke?ng,#which#includes#Direct#(postal)#Mail#and#telemarke?ng.#It#uses#many#of#the#same#techniques#and#metrics#for#success.#• Email#list#management#and#sending#capabili?es#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#installa?ons:#No#per\email\sent#charges,#more#control#over#customer#data,#ability#to#customize#and#integrate#with#other#systems.#• Advantages#of#hosted#installa?ons:#Low#startup#cost,#ability#to#leverage#proven#technologies.# Pr

oblem#Historically#Defi

ned##

February#19,#2013#

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Case#Study#Keith#Walsh#

•  Email#marke?ng#systems#expert#•  Development#Lead#for#hardware#and#

soIware#that#send#email#campaigns#for#Bing,#MSN#and#Hotmail#

•  ODU#Computer#Science#undergrad#since#2008#

February#19,#2013#

13

Case#Study#\#MicrosoI#Marke?ng#Department#Takes#direc?on#from#company#execu?ves#Responsible#for#mee?ng#engagement#metrics#Engaged#in#en?re#process#

Adver?sing#Agency#Hired#by#Marke?ng#Consults#on#strategy#and#analysis#Specializes#in#crea?ng#beau?ful#HTML#content##

Data#Opera?ons#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#Iden

?fied

#

February#19,#2013#

14

Case#Study#\#MicrosoI#

Case#Study#Iden

?fied

#

Task Marketing Agency Operations

Strategy R C C Copy & Color A R C Upload Images A I R Send Previews A I R Test A R C Approve R C C Send A I R Track A I R Analyze A C R Report R C C

RACI#Chart#•  Tasks#are#listed#in#

sequence.#•  Marke?ng#is#always#

accountable#to#a#higher#power#when#it#is#responsible#for#a#task.#

•  Each#?me#responsibility#is#transferred,#a#delay#occurs.#

Responsible Accountable Consulted Informed

February#19,#2013#

15

Case#Study#\#MicrosoI#

Prob

lem#Evaluated

#Spe

cific#to

#Case#Stud

y#

Task Marketing Agency Operations

Strategy R C C Copy & Color A R C Upload Images A I R Send Previews A I R Test A R C Approve R C C Send A I R Track A I R Analyze A C R Report R C C

•  Core#responsibili?es#for#Opera?ons#lay#in#data#handling,#list#segmenta?on#and#analysis.#

•  They#perform#these#two#tasks#because#they#have#the#tools#and#technical#knowledge.#

•  Opera?ons#has#already#segregated#these#tasks#and#assigned#them#to#an#offshore#team

Responsible Accountable Consulted Informed

February#19,#2013#

16

Case#Study#\#MicrosoI#

Prob

lem#Evaluated

#Spe

cific#to

#Case#Stud

y#

Task Marketing Agency Operations

Strategy R C C Copy & Color A R C Upload Images A R I Send Previews A R I Test A R C Approve R C C Send A I R Track A I R Analyze A C R Report R C C

Improvement#•  ShiIing#

responsibility#for#all#content#related#tasks#to#Agency#would…#•  Save#?me.#•  Reduce#errors.#

•  Is#there#an#app#for#that?##

Responsible Accountable Consulted Informed

February#19,#2013#

17

OFFSHORE

LOCAL

LOCAL

LOCAL OPERATIONS

CREATIVE AGENCY

MARKETING Current#Process#

REPORT RESULTS TO MARKETING COLLECT ANALYTICS DISPATCH EMAIL TO

MAILING LISTS

SEND APPROVAL TO OPERATIONS

YES

MAKE CORRECTIONS

NO

TESTS PASSED?

EVALUATE TEST EMAILS IN ALL EMAIL CLIENTS

SEND TEST EMAILS LOAD ASSETS INTO OUTBOUND TOOL

UPLOAD IMAGES TO CDN

APPROVE ASSETS FOR

TESTING YES NO ASSETS

APPROVED?

SEND TO MARKETING FOR REVIEW

GENERATE CAMPAIGN ASSETS

BRIEF CREATIVE AGENCY

CREATE CAMPAIGN CONCEPT

ASSETS APPROVED?

YES

NO

Curren

t#Process##

February#19,#2013#

18

Goal###

Solu?o

n#Goals/O

bjec?ves#Iden

?fied

#

EmVi#will#provide#users#of#any#design#environment#or#email#distribu?on#plaporm#the#ability#to#store,#preview#and#approve#marke?ng#emails.#Addi?onally,#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#marke?ng#campaigns#to#predesignated#address#lists.#

•  Simplify#tes?ng#phase#•  Eliminate#outsourcing#

•  Automate#CDN#uploads#and#image#URL#resolu?on#•  Automate#distribu?on#of#test#emails#

•  Centralize#approval#process#•  Automate#rendering#of#emails#across#email#clients#

Objec?ves#

February#19,#2013#

19

OFFSHORE

LOCAL

LOCAL

LOCAL OPERATIONS

CREATIVE AGENCY

MARKETING Proposed#Process#

REPORT RESULTS TO MARKETING

COLLECT ANALYTICS

DISPATCH EMAIL TO MAILING LISTS

SEND APPROVAL TO OPERATIONS

YES NO ASSETS APPROVED?

YES

MAKE CORRECTIONS

NO TESTS PASSED?

EVALUATE TEST EMAILS IN ALL EMAIL CLIENTS

SEND TEST EMAILS

UPLOAD CONTENT INTO EMVI

GENERATE CAMPAIGN ASSETS

BRIEF CREATIVE

TEAM

CREATE CAMPAIGN CONCEPT

Improved

#Process#Iden

?fied

#

February#19,#2013#

20

Key#Features#to#Implement##•  Permission#System#•  Version#Control#•  Approval#System#•  Ability#to#upload#images#to#Content#Delivery#Network#(CDN)#•  Applica?on#Programming#Interface#(API)#for#Integra?on#with#other#SoIware##

•  Ability#to#send#Emails#•  Email#Previews##

Compu

ter#C

ompo

nents#

February#19,#2013#

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The#Components#Needed#to#Implement#Key#Features#

•  EmVi#Web#Server/#App#Server#•  Database#• ##Simple#Mail#Transfer#Protocol#Server#•  Content#Distribu?on#Network\#Amazon,#CloudFront,##or#Windows#Azure#

•  Email#Preview#Virtual#Servers##

Compu

ter#C

ompo

nents#

February#19,#2013#

22

Compu

ter#C

ompo

nents#

Major#Func?onal#Component#Diagram#

February#19,#2013#

23

Compe??on#Matrix

Compe

??on

#Iden

?fied

#

February#19,#2013#

24

Benefits%of%U.lizing%EmVi##•  Stand\Alone#or#Integra?ve##•  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#

Bene

fits#of#Solu?

on#

February#19,#2013#

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Possible%Problems%with%EmVi •  Inadequate#soIware#performance##

•  Not#being#able#to#integrate#preview#

•  Image#linking#with#HTML#

Prob

lems#with

#Solu?

on#

February#19,#2013#

26

Limita.ons%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#

Prob

lems#with

#Solu?

on#

February#19,#2013#

27

Conclusion%and%Summary%%

Conclusion

#

Lack#of#an#email#content#management#system#leads#to#a#loss#in#produc?vity#throughout#email#campaign#development.###EmVi#will#allow#for#the#responsibility#of#all#content#related#tasking#to#take#place#in#house.#This#will#diminish#?me#delays,#decrease#the#amount#of#campaign#errors,#and#reduce#costs#associated#with#campaign#development.##

February#19,#2013#

28

References%

References#

February#19,#2013#