MCM + CAMPAIGN MANAGEMENT TRAINING

Goal: This module is the multi-channel marketing and campaign management data mart build, as well as the campaign performance monitoring and evaluation phase. Campaign Management solution will enable companies to develop and manage personalized customer communications strategies and delivery of offers.

This module will teach students how to rapidly create, modify and manage multi-channel, multi-wave marketing campaigns that integrate easily with any fulfillment channel, automatically producing outbound (contact) and inbound (response) communication history. Students will learn how to define target segments, prioritize selection rules, prioritize offers across multiple campaigns and channels, select communication channels, schedule and execute campaigns, and perform advanced analyses to predict and evaluate the success of customer communications.

In this module, students will learn how to:

  • CREATE BASIC MULTI-CHANNEL MARKETING CAMPAIGNS, INCLUDING FUNCTIONALITY FOR SEGMENTATION, CAMPAIGN AND MESSAGE CREATION, CAMPAIGN WORKFLOW, AND CAMPAIGN AND MESSAGE EXECUTION.
  • CREATE ADVANCED ANALYTIC FUNCTIONALITY, WHICH ENABLES CUSTOMER-LEVEL DATA AND ANALYSIS AND MODELING, SUCH AS PREDICTIVE ANALYTICS, JOURNEY ANALYTICS AND CUSTOMER PROFILE MANAGEMENT.
  • CREATE ADVANCED EXECUTION FUNCTIONALITY, WHICH INCLUDES PERSONALIZATION, CONTENT MANAGEMENT, EVENT TRIGGERING AND REAL-TIME OFFER MANAGEMENT IN BOTH INBOUND AND OUTBOUND ENVIRONMENTS.
  • DEFINE TARGET SEGMENTS, PRIORITIZE SELECTION RULES, PRIORITIZE OFFERS ACROSS MULTIPLE CAMPAIGNS AND CHANNELS, SELECT COMMUNICATION CHANNELS, SCHEDULE AND EXECUTE CAMPAIGNS, AND PERFORM ADVANCED ANALYSES TO PREDICT AND EVALUATE THE SUCCESS OF CUSTOMER COMMUNICATIONS. CAPTURE CAMPAIGN BRIEFING DETAILS, INCLUDING BUDGETS AND FORECASTS.
  • CREATE, VIEW, SCHEDULE, AND TRACK CAMPAIGNS WITH AN AUTOMATED SCHEDULER.
  • CREATE AN INFORMATION MAP THAT WILL BE USED TO MAP CUSTOMER DATA SOURCES INTO METADATA THAT DESCRIBES A DATA WAREHOUSE IN BUSINESS TERMS.
  • CREATE SUPPRESSION RULES THAT APPLY ACROSS ALL CAMPAIGNS. SPLIT CAMPAIGNS INTO CONTROL GROUPS TO PERFORM A/B TESTS.
  • ENABLE THE IMPLEMENTATION OF ANALYTICS, SUCH AS CUSTOMER LIFETIME VALUE, PROPENSITY, ATTRITION AND CREDIT RISK MODELLING IN A REAL-TIME, OPERATIONAL ENVIRONMENT.

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