Steps to Create an Intelligent Enterprise Marketing Platform

Intelligent Enteprise Marketing Platform

Contact eSage Group for more information on how to create and implement an Intelligent Enterprise Marketing Platform!

Step 1: Perform audit of the marketing goals for each marketing channel

  • Discuss and document:
  • The customer data that is currently being tracked via each channel
  • The desired marketing channel interactions for each channel and the associated priority.
  • The particular marketing KPI’s that the customer would like to track for each channel.
  • Map each marketing goal to a corresponding KPI that would be used to track performance of that goal.
  • Identify any gaps where there is not an appropriate KPI or customer data to track a particular marketing goal.  Define new KPI’s and required data to track goals.
  • Define any cross-channel marketing goals
  • Identify any missing data to track cross-channel marketing goals

Step 2: Intelligent Enterprise Marketing Platform Infrastructure:

  • Discuss and document:
  • The current marketing channel tools that are in place
  • Additional marketing channel analytic tools that are currently being implemented or are under consideration.
  • Create a phased technology implementation roadmap that allows the organization to gain the capability to perform the desired level of integration, given the constraints of the current technological infrastructure in place and customer data availability.

Step 3: Deliver and discuss roadmap results:

  •  Review analysis findings and discuss what KPI’s can be tracked with current infrastructure.
  • Review results of gap analysis and discuss what infrastructure needs to be put in place to support overall channel and cross-channel marketing goals.
  • Discuss prioritization and logical next steps for infrastructure enhancements to meet high priority marketing goals.

Contact eSage Group for more information on how to create and implement an Intelligent Enterprise Marketing Platform!

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