Process: Monitor campaigns

 

Flow

Legend

 

Objective

The objective of this process is to monitor the effectiveness of campaign activities. Unsuccessful activities are subject for further analysis, refinement, and perhaps suspension.

 

Description

A Marketing Manager may, occasionally, want to check statistics related to Web and e-mail activities.

For each Web activity, a Marketing Manager may check the real-time data for the number of impressions the activity made in each e-marketing spot and the number of clicks the activity incented on each e-marketing spot. Activities with a low click rate may be good candidates for further analysis, and perhaps updates to attract more customer attention. Additional information on campaign and activity performance may be obtained from WebSphere Commerce Analyzer reports. These reports are useful for understanding the past performance of an activity, and whether it should be repeated in the future.

For each e-mail activity, the number of e-mails sent, the number of bounce backs, the number of opened e-mails, and the number of clicked e-mails may be analyzed by the Marketing Manager. E-mail activities with a low click rate may be good candidates for further analysis.

 

Edition

Professional, Enterprise, Express

 

Subprocesses

 

Tasks

Task Description Role
Change Web activity

Depending on the nature of the change, one or more business processes described earlier may be used to change the content shown through the Web activity. The following list shows an example of possible changes:

  • Target customer segment
  • Better incentives (promotion, discount or coupon)
  • Better suggestive sells by showing "hotter" products or categories
  • Better images to attract customers
Marketing Manager
Deactivate Web activity

To suspend an ineffective activity, a Marketing Manager may use the WebSphere Commerce Accelerator tool.

 Marketing Manager
Review e-mail activity reports

Refer to Business Intelligence business process for further detail.

 Marketing Manager
Review e-mail statistics

The e-mail activity statistics can be used to plan upcoming e-mail campaigns. It provides data to measure the effectiveness of an e-mail campaign. The metrics supported are:

  • Number of e-mails sent
  • Click/open rate
  • Bounce back rate
Marketing Manager
Review Web activity reports

Refer to Business Intelligent business process for further detail.

 Marketing Manager
Review Web activity statistics

The Web activity metrics are reviewed on a regular basis or at the close of each campaign. This information can be used to plan upcoming campaigns and activities. It provides data to measure the effectiveness of the Web activity. The metrics supported are:

  • Frequency: How many times were the activities shown to customers?
  • Attractiveness: How many times did the customer click on shown activities?
Marketing Manager

 

Business artifacts

Feedback

(C) Copyright IBM Corporation 1996, 2006. All Rights Reserved.