E M V I E MAIL C ONTENT M ANAGEMENT S YSTEM CS 410 Orange Team www.cs.odu.edu/~410yello/ 1 Mar arch 21, 2013 21, 2013
3-4 Team Introduction OUTLINE 5-11 Case Study 12 Problem Statement 13 Solution Statement 14-18 Historical Background 19-20 Current Process 21-22 Goals and Objectives 23 Improved Process 24-27 Component Analysis 28-30 Competition 31-32 Solution Bene fi ts 33-34 Solution Problems 35 Summary 2 36 References Mar Mar arch arch 21, 2013 21, 2013 21, 2013 21, 2013
I NTRODUCTION K EITH W ALSH 3 Mar arch 21, 2013 21, 2013
T AMARA J ONES C HRIS &D ASHIELL & D AVID &W ISE & K EITH &W ALSH & Project Manager Solution Designer Solution Designer Marketing Specialist Y OLANDA Q UINONES R ICHARD &T RUCHANOWICZ & Problem Analysis Process Engineer D R . S TEVEN Z EIL 4 Mar arch Associate Professor, ODU 21, 2013 21, 2013
C ASE S TUDY K EITH W ALSH • Development lead for hardware and software that send email campaigns for Bing, MSN and Hotmail • ODU computer science undergraduate since 2008 5 Mar arch 21, 2013 21, 2013
M ICROSOFT C ASE S TUDY M ARKETING D EPARTMENT Takes direction from company executives • Responsible for meeting engagement metrics • A DVERTISING A GENCY Hired by Marketing • Consults on strategy and analysis • Specializes in creating beautiful HTML • content D ATA O PERATIONS 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 • 6 Mar arch C ASE &S TUDY &I DENTIFIED & 21, 2013 21, 2013
M ICROSOFT C ASE S TUDY RACI C HART T ASK M ARKETING A GENCY O PERATIONS S TRATEGY R C C • Tasks are listed in C OPY & C OLOR A R C sequence. U PLOAD I MAGES A I R • Marketing is always S END P REVIEWS A I R accountable to a T EST A R C higher power when it A PPROVE R C C is responsible for a S END A I R task. T RACK A I R A NALYZE A C R • Each time R EPORT R C C responsibility is transferred, a delay R esponsible A ccountable occurs. C onsulted I nformed 7 Mar arch C ASE &S TUDY &I DENTIFIED & 21, 2013 21, 2013
M ICROSOFT C ASE S TUDY M ISMATCH T ASK M ARKETING A GENCY O PERATIONS S TRATEGY R C C • Testing requires that all C OPY & C OLOR A R C content tasks be U PLO LOAD I I MAGES MAGES A I R completed. S END ND P P REVIEWS REVIEWS A I R • However, content tasks T EST A R C are split across two A PPROVE R C C teams. S END A I R • Because these two tasks T RACK A I R are not core Operations A NALYZE A C R functions, they have R EPORT R C C been assigned to a team R esponsible in another time zone, A ccountable further slowing the pace. C onsulted I nformed 8 Mar arch C ASE &S TUDY &I DENTIFIED & 21, 2013 21, 2013
M ICROSOFT C ASE S TUDY T ESTING C OMPLEXITY Clients ts: Browsers: Br Android Chrome AOL Firefox Apple Mail Internet Explorer Blackberry Opera Gmail Safari Hotmail iPad Versions: Versions: iPhone 4, 4S, 5 Lotus 2000, 2003,…,2013 Outlook Jelly Bean, ICS Outlook.com Thunderbird Operati ting Sys yste tems: Yahoo Windows Windows Phone Android ETC! OS X ETC! 9 Mar arch C ASE &S TUDY &I DENTIFIED & 21, 2013 21, 2013
M ICROSOFT C ASE S TUDY T ESTING S IGNIFICANCE Outlooks 2010 – Correct Rendering Lotus Notes 7– Incorrect Rendering 10 Mar arch C ASE &S TUDY &I DENTIFIED & 21, 2013 21, 2013
M ICROSOFT C ASE S TUDY I MPROVEMENT T ASK M ARKETING A GENCY O PERATIONS S TRATEGY R C C C OPY & C OLOR A R C • Shifting responsibility R U PLO LOAD I I MAGES MAGES A I R R R for all content related R R tasks to Agency S END ND P P REVIEWS REVIEWS A I R R would… T EST A R C A PPROVE R C C ! Save time. S END A I R ! Reduce errors. T RACK A I R • But…is there an app for A NALYZE A C R that? R EPORT R C C R esponsible A ccountable C onsulted I nformed 11 Mar arch C ASE &S TUDY &I DENTIFIED & 21, 2013 21, 2013
T HE The process of P ROBLEM creating email S TATEMENT content and testing across all emails clients is time consuming and complicated. 12 Mar Mar arch arch P ROBLEM &I DENTIFIED & 21, 2013 21, 2013 21, 2013 21, 2013
T HE Provide a S OLUTION stand-alone email marketing S TATEMENT content management system that streamlines the development and testing process so designers can perform end-to-end testing independently. 13 Mar Mar arch arch S OLUTION &I DENTIFIED & 21, 2013 21, 2013 21, 2013 21, 2013
B ACKGROUND D AVID W ISE 14 Mar arch 21, 2013 21, 2013
E MAIL & People unfamiliar with email marketing often wonder what M ARKETING ?& all the fuss is about. Didn't Y OU &A SK !& spam kill email as a marketing vehicle? And if spam didn't kill it, what about blogs, Twitter and all the other clever ways we can communicate online? Isn't email outmoded? 15 Mar Mar arch arch P ROBLEM &H ISTORICALLY &D EFINED && 21, 2013 21, 2013 21, 2013 21, 2013
A RE B IG B USINESS A RE A BUNDANT E MAIL U SERS … C HECK O FTEN Worldwide Email Accounts in Millions Once Per 55.8 Billion 55.8 Billion 4+ times $1.3 Billion $1.3 Billion week or 4500 daily less 4000 31% 26% 3500 3000 Emails Received Spent on Email 2500 2000 1500 Per Day Marketing in 2012 1000 2-6 times 1-3 times 500 per week daily 0 11% 32% 2012 2013 2014 2015 2016 16 Mar arch 21, 2013 21, 2013
W HY E MAIL 4000% $45 ROI PER DOLLAR SPENT $40 SOURCE : SOS Emarketing November 15, 2011 $35 $30 $25 $20 $15 $10 $5 $0 M ARKETING C HANNEL 17 Mar arch P ROBLEM &H ISTORICALLY &D EFINED && 21, 2013 21, 2013
E MAIL B UDGET D ELTA 2012 P ROJECTIONS SOURCE : 2011 Marketing Sherpa Email Marketing Benchmark Survey Increas ase mo more th than an 30% 19% 19% Increas ase 10% to to 30% 32% 32% Increas ase less th than an 10% 16% 16% 2012 will stay tay th the same ame as as 2011 22% 22% Decreas ase less th than an 10% 1% 1% 97% of companies expected to maintain or Decreas ase 10% to to 30% 1% 1% increase their email marketing budgets Decreas ase mo more th than an 30% 1% 1% 18 Mar arch P ROBLEM &H ISTORICALLY &D EFINED && 21, 2013 21, 2013
P ROCESS A NALYSIS R ICHARD T RUCHANOWICZ 19 Mar arch 21, 2013 21, 2013
C URRENT P ROCESS MARKETING C REATE A PPROVE S END A SSETS NO YES NO YES A SSETS C AMPAIGN A SSETS FOR A PPROVED A PPROVAL TO A PPROVED ? ? C ONCEPT T ESTING O PERATIONS NS B RIEF C REATIVE REATIVE YES A GENC NCY T ESTS NO NO CREATIVE AGENCY P ASSED ? G ENERATE S END TO M AKE C AMPAIGN M ARKE NG KETING C ORRECTIONS A SSETS FOR R EVIEW E VALUATE T EST E MAILS I N A LL E MAIL C LIENTS U PLOAD I MAGES L OAD A SSETS INTO OPERATIONS S END T EST E MAILS TO CDN O UTBOUND T OOL D ISPATCH E MAIL TO R EPORT R ESULTS TO C OLLECT A NALYTICS M AILING L ISTS M ARKETING 20 Mar arch C URRENT &P ROCESS && 21, 2013 21, 2013
G OAL Streamline the email testing process to enable rapid iteration on designs. 21 Mar arch S OLUTION &G OALS & 21, 2013 21, 2013
O BJECTIVES AUTOMATE: -version control -approval process -uploading of content -distribution of test emails -generation of preview images 22 Mar arch O BJECTIVES &I DENTIFIED & 21, 2013 21, 2013
P ROPOSED P ROCESS MARKETING C REATE S END YES NO C AMPAIGN A SSETS A PPROVAL TO A PPROVED ? C ONCEPT O PERATIONS NS B RIEF YES C REATIVE REATIVE M AKE T EAM EAM NO T ESTS C ORRECTIONS P ASSED ? G ENERATE CREATIVE AGENCY E VALUATE T EST C AMPAIGN E MAILS I N A LL A SSETS E MAIL C LIENTS U PLOAD C ONTENT S END T EST INTO E M V I E MAILS OPERATIONS D ISPATCH E MAIL C OLLECT R EPORT R ESULTS TO M AILING L ISTS A NALYTICS TO M ARKETING 23 Mar arch I MPROVED &P ROCESS &I DENTIFIED & 21, 2013 21, 2013
C OMPONENT A NALYSIS C HRIS D ASHIELL 24 Mar arch 21, 2013 21, 2013
K EY F EATURES TO I MPLEMENT • A CCESS C ONTROL AND P ERMISSION S YSTEM • V ERSION C ONTROL • A PPROVAL S YSTEM • A BILITY TO U PLOAD I MAGES TO C ONTENT D ELIVERY N ETWORK (CDN) • A PPLICATION P ROGRAMMING I NTERFACE (API) FOR I NTEGRATION W ITH O THER S OFTWARE • A BILITY TO S END E MAILS • E MAIL P REVIEWS 25 Mar arch C OMPUTER &C OMPONENTS & 21, 2013 21, 2013
N EEDED C OMPONENTS • E M V I W EB S ERVER / A PP S ERVER • D ATABASE • S IMPLE M AIL T RANSFER P ROTOCOL S ERVER • C ONTENT D ISTRIBUTION N ETWORK • A MAZON , C LOUD F RONT , OR W INDOWS A ZURE • E MAIL P REVIEW V IRTUAL S ERVERS 26 Mar arch C OMPUTER &C OMPONENTS & 21, 2013 21, 2013
MFCD 27 Mar arch C OMPUTER &C OMPONENTS & 21, 2013 21, 2013
C OMPETITION T AMARA J ONES 28 Mar arch 21, 2013 21, 2013
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