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OUTLINE 1-4 Introduction 5-11 Case Study 12 Problem Statement 13 - - PowerPoint PPT Presentation

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E M V I E MAIL C ONTENT M ANAGEMENT S YSTEM CS 410 Orange Team www.cs.odu.edu/~410yello/ 1 April 9, 2013 OUTLINE 1-4 Introduction 5-11 Case Study 12 Problem Statement 13 Solution Statement 14-21 Historical Background 22-23 Current

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EMVI

EMAIL CONTENT MANAGEMENT SYSTEM

CS 410 Orange Team

www.cs.odu.edu/~410yello/

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April 9, 2013

OUTLINE

Introduction Case Study Problem Statement Solution Statement Historical Background Current Process Goals and Objectives Improved Process Competition Component Analysis Milestones Database Structure User Interface Risks Conclusion References 1-4 5-11 12 13 14-21 22-23 24-25 26 27-29 30-31 32-38 39-43 44-51 52-57 58 59

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INTRODUCTION

KEITH WALSH

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April 9, 2013

ROLES

CLASS PRIMARY SECONDARY WEBMASTER Chris Yolanda EXPERT LIAISON Keith Chris POWER POINT Richard Keith RISK TRACKING Yolanda David COMPETITION David Tamara PROJECT MANAGER Tamara Richard PRODUCT PRIMARY SECONDARY WEB DEVELOPER / UI Yolanda David SOFTWARE DEVELOPER Chris Richard DATABASE DEVELOPER David Keith DOCUMENTATION Tamara Yolanda INTEGRATION/API Richard Chris PROJECT MANAGER Keith Tamara
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CASE STUDY

KEITH WALSH

  • Development lead
for email marketing systems
  • Internal clients
include Bing, MSN and Hotmail
  • ODU computer
science undergraduate since 2008
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MARKETING DEPARTMENT
  • Takes direction from company executives
  • Responsible for meeting engagement metrics
ADVERTISING AGENCY
  • Hired by Marketing
  • Consults on strategy and analysis
  • Specializes in creating beautiful HTML content
DATA OPERATIONS
  • 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

MICROSOFT CASE STUDY

CASE STUDY IDENTIFIED
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  • Tasks are listed in
sequence.
  • Marketing is always
accountable to a higher power when it is responsible for a task.
  • Each time
responsibility is transferred, a delay
  • ccurs.
Responsible Accountable Consulted Informed

RACI CHART 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 CASE STUDY IDENTIFIED

MICROSOFT CASE STUDY

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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
  • Testing requires that
all content tasks be completed.
  • However, content
tasks are split across two teams.
  • Because these two
tasks are not core Operations functions, they have been assigned to a team in another time zone, further slowing the pace.

MISMATCH

CASE STUDY IDENTIFIED Responsible Accountable Consulted Informed

MICROSOFT CASE STUDY

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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
  • Shifting
responsibility for all content related tasks to Agency would… ! Save time. ! Reduce errors.
  • But…is there an app
for that?

IMPROVEMENT

R R CASE STUDY IDENTIFIED Responsible Accountable Consulted Informed

MICROSOFT CASE STUDY

R R
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TESTING COMPLEXITY

Clients: Android AOL Apple Mail Blackberry Gmail Hotmail iPad iPhone Lotus Outlook Outlook.com Thunderbird Yahoo Windows Phone ETC! Browsers: Chrome Firefox Internet Explorer Opera Safari Versions: 4, 4S, 5 2000, 2003,…,2013 Jelly Bean, ICS Operating Systems: Windows Android OS X ETC! CASE STUDY IDENTIFIED

MICROSOFT CASE STUDY

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Correct Rendering - Outlook Incorrect Rendering – Lotus Notes

TESTING SIGNIFICANCE

CASE STUDY IDENTIFIED

MICROSOFT CASE STUDY

Apology – Wrong Content Apology – Broken Links
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April 9, 2013

THE PROBLEM STATEMENT

The process

  • f creating

email content and testing across all emails clients is time consuming and complicated.

PROBLEM IDENTIFIED
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April 9, 2013

THE SOLUTION STATEMENT

SOLUTION IDENTIFIED

Provide a stand-alone email marketing content management system that streamlines the development and testing process so designers can perform end-to-end testing independently.

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BACKGROUND

RICHARD TRUCHANOWICZ

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April 9, 2013

WHY EMAIL MARKETING?

Has it not been replaced in the realm of modern communication by: texting instant messaging tweeting wall posting blogging pinning checking in yelping etc… etc...

PROBLEM HISTORICALLY DEFINED
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PROBLEM HISTORICALLY DEFINED

EMAIL IS…

?

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PROBLEM HISTORICALLY DEFINED 500 1000 1500 2000 2500 3000 3500 4000 4500 2012 2013 2014 2015 2016 Worldwide Email Accounts in Millions

…ABUNDANT!

SOURCE: The Radicati Group, Inc - Email Market, 2012-2016
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PROBLEM HISTORICALLY DEFINED

Once per week or less 2-6 times per week 1-3 times daily 4+ times daily

31% 32% 26% 11%

…CHECKED OFTEN!

SOURCE: Merkle, “View from the Digital Inbox”
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PROBLEM HISTORICALLY DEFINED SOURCE: SOS Emarketing November 15, 2011

…A GOOD INVESTMENT!

$0 $5 $10 $15 $20 $25 $30 $35 $40 $45 ROI PER DOLLAR SPENT

MARKETING CHANNEL

4000%

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PROBLEM HISTORICALLY DEFINED

…BIG BUSINESS!

Spent on Email Marketing in 2012

$1.3 Billion

SOURCE: The Radicati Group, Inc - Email Market, 2012-2016
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19% 32% 16% 22% 1% 1% 1% Increase more than 30% Increase 10% to 30% Increase less than 10% 2012 will stay the same as 2011 Decrease less than 10% Decrease 10% to 30% Decrease more than 30%

97% of companies

expected increase or maintain their email marketing budgets

PROBLEM HISTORICALLY DEFINED SOURCE: 2011 Marketing Sherpa Email Marketing Benchmark Survey

…STILL GROWING!

2012 PROJECTIONS

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PROCESS ANALYSIS

RICHARD TRUCHANOWICZ

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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 NO YES NO ASSETS APPROVED ? SEND TO MARKETING FOR REVIEW GENERATE CAMPAIGN ASSETS BRIEF CREATIVE AGENCY CREATE CAMPAIGN CONCEPT ASSETS APPROVED ? YES CURRENT PROCESS
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Streamline the email testing process to enable rapid iteration on designs.

GOAL

SOLUTION GOALS
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AUTOMATE:

  • version control
  • approval process
  • uploading of content
  • distribution of test emails
  • generation of preview images

OBJECTIVES

OBJECTIVES IDENTIFIED
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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 IDENTIFIED
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COMPETITION

TAMARA JONES

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COMPETITION MATRIX

COMPETITION IDENTIFIED EMVI LITMUS EXACT TARGET DRUPAL EMAIL CAMPAIGN CREATION X X X CUSTOMIZABLE X X DOWNLOADABLE X X E-MAIL TESTING CAPABILITY X X WEB BASED X X X X CONTENT MANAGEMENT SYSTEM X X CONTENT DISTRIBUTION NETWORK INTEGRATION (IMAGE HOSTING) X X X MONTHLY PRICING OPTIONS Free $49 a month per user Usage Dependent Free
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April 9, 2013 FEATURE INCLUDED VIA API API(S) SUPPORTED Version Control Yes No Access Control Yes No Approval Tracking Yes No Preview Across Email Clients Yes Yes Litmus or EOA Upload Images to CDNs Yes Yes AWS, Akamai, Azure Upload HTML and Text Docs Yes No Send Text Email to List Yes No Send Multipart Email to List Yes No Template Based Creation TBD No Edit HTML and Text Docs TBD No Image Editing No No Upload Target Email List No No Send Email Campaign No No Track Email Campaign No No Email Metrics No No

FEATURE MATRIX

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COMPONENT ANALYSIS

TAMARA JONES

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MFCD

  • Authentication
  • Storage
  • Workflow
  • Send Email to
Test List CDN (i.e. Azure) CMS (i.e. Drupal) DEPLOYMENT (i.e. Exact Target) UI UI RENDERING TESTS (i.e. Litmus) API API COMPONENTS

EMVI

In Scope Manual DESKTOP APPS (i.e. Photoshop, Dreamweaver)
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MILESTONES

CHRIS DASHIELL

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HIGH LEVEL OVERVIEW

MILESTONES

Software Third Party

Hardware

EMVI

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HARDWARE

MILESTONES

Hardware Servers

Development Machines

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3RD PARTY SOFTWARE

MILESTONES

Third Party

CDN and Test Renderer via API

Database Engine

Play Framework

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WEB SERVER

MILESTONES

Software

Interface with Third Party API Access Control System Public API Webpage Logic Database Interface Email SMTP Interface

Database

Graphical User Interface

Web Server

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SITEMAP

SITE OVERVIEW
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API INTERFACES

MILESTONES

CDN

Software

Database

Graphical User Interface

Web Server

Email Preview Renderer Interface with Third Party API
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DATABASE

DAVID WISE

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DATABASE

MILESTONES Access Control Schema Version Control Data Schema

Software

Interface with Third Party API

Database

Graphical User Interface

Web Server

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DATABASE SCHEMA

DATABASE
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CAMPAIGN ERD

DATABASE has CampaignID, VerID, StartDate, EndDate, CStatusID, StatusDate, UID CAMPAIGN IMAGES has CAMPAIGN EMAIL has CAMPAIGN OWNERS ImagesID, CampaignID, Name, URL, Tag CEmailID, CampaignID, EMailAddress COwnerID, CampaignID has CAMPAIGN VERSIONS VerID, CampaignID, CampaignURL, VersionDate, CurrentVer
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USER ERD

DATABASE has UID, LocID, Fname, MI, Lname, UserName, Email, PhNum, Pass, Status, RoleID USER LOCATION has ROLE LocID, Street, City, State, Zip, PhNum RoleID, RoleName
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USER INTERFACE

DAVID WISE

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GUI

MILESTONES

Login Page

Admin Page

Email Preview Page Approval Page Creator Page Sender Page

Software

Interface with Third Party API

Database

Graphical User Interface

Web Server

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LOGIN PAGE

WEB USER INTERFACE

EMVI

Login" EmVi www.EmVi.com
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REGISTRATION EMAIL

WEB USER INTERFACE gmail.google.com Gmail
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ADMIN ROLE UI

WEB USER INTERFACE

EMVI

Signed in as David. Your role is Admin.

ADMIN

PREVIEWS
  • Preview Campaigns
USER TOOLS
  • Home
  • Logout
ACCOUNT MAINTENANCE First Name M.I. Last Name User Name Email Phone Number Access Level Create Account ADD USER ACCOUNT First Name M.I. Last Name User Name Email Phone Number Access Level Enabled Modify David M Wise David.Wise David.Wise@.gdit.c 540-663-1017 410 O EMVI 410EMVI dssmwise@gmail.c 555-555-5555 John M Approve John.Approve dssmwise@gmail.c 555-555-5555 Joe A Create Joe.Create dssmwise@gmail.c 555-555-5555 MODIFY USER ACCOUNT www.EmVi.com/admin Administrator ACCOUNT MANAGEMENT
  • Account Maintenance
  • View Active Campaigns
  • Check Status
CAMPAIGN MANAGEMENT Update" Remove" Update" Remove" Update" Remove" Update" Remove" Approver" Creator" Admin" Admin" Add"
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CREATOR ROLE UI

WEB USER INTERFACE

EMVI

Signed in as Joe. Your role is Creator.

CREATOR

  • Preview Campaign
PREVIEWS SUBMISSION
  • Submit For Approval
  • Check Status
USER TOOLS
  • Home
  • Logout
CAMPAIGN SETUP www.EmVi.com/creator Creator CAMPAIGN CREATION SETTINGS
  • Create Campaign
  • Campaign Search
  • Images
Submit" NEW CAMPAIGN CAMPAIGN NAME: START DATE: END DATE: OWNER:
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EMVI

Signed in as John. Your role is Approver.

APPROVER

PREVIEWS
  • Preview Campaigns
USER TOOLS
  • Home
  • Logout
MY CAMPAIGNS Campaign ID Campaign Name Campaign URL Start Date End Date Status Current Owner Status Date 1 Test Camp www.TestCa mpaign.com 2013-04-12 08:00:00 2013-04-26 23:00:00 New John Approver 2013-04-05 08:42:51 www.EmVi.com/approver Approver CAMPAIGN APPROVAL SETTINGS
  • My Campaigns
  • Campaign Search

APPROVER ROLE UI

WEB USER INTERFACE SUBMISSIONS
  • Submit to Sender
  • Check Status
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SENDER ROLE UI

WEB USER INTERFACE

EMVI

Signed in as Jill. Your role is Sender.

SENDER

PREVIEWS
  • Preview Campaign
USER TOOLS
  • Home
  • Logout
MY CAMPAIGNS Campaign ID Campaign Name Campaign URL Start Date End Date Status Current Owner Status Date www.EmVi.com/sender Sender CAMPAIGN SENDING SETTINGS
  • My Campaigns
  • Campaign Search
SUBMISSIONS
  • Send Text Email
  • Send Multipart Email
  • Check Status
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RISKS

YOLANDA QUINONES

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RISK MATRIX

RISKS Consumer Risks: C1: System Maintenance C2: Associated Costs C3: Campaign Security Technical Risks: T1: Program Latency/Scaling T2: Problematic Version Control T3: Problems Rendering Test Emails T4: Security Risks

C1

C2 T1 C3

T3 T2 T4

IMPACT PROBABILITY
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RISKS

CONSUMER RISKS

C2: Associated Costs

Impact-3 Probability-4 Risk: Marketing teams will have a cost associated with planning, resources, and time. Risk Strategy: Ensure marketing teams know and understand the costs upfront, and try to mitigate them. C1 C2

C1: System Maintenance

Impact-3 Probability-5 Risk: Software will be open source. Marketing teams will be responsible for maintaining and extending the scope of the solution. Risk Strategy: Will provide a well documented design for easy turnover.
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RISKS

CONSUMER RISKS

C1 C2 C3

C3: Campaign Security

Impact-2 Probability-2 Risk: Possible application vulnerabilities allow unauthorized personnel access to working campaigns. Risk Strategy: Implement and enforce proper security protocols.
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T2: Problematic Version Control

Impact-5 Probability-2 Risk: Automatic version control does not work in some cases. Risk Strategy: Provide a manual interface for the version control allowing for the automatic version control to be overridden when needed. RISKS

TECHNICAL RISKS

C1 C2 T1 C3 T2

T1: Latency/Scaling

Impact-3 Probability-3 Risk: The algorithms used to implement the solution take too much time processing data, or adding multiple tasks and campaigns cause the system to experience data latency. Risk Strategy: Create better
  • algorithms. Ensure multiple levels
  • f testing utilizing faculty advisor.
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TECHNICAL RISKS

T4: Security Risks

Impact-4 Probability-1 Risk: Permissions software does not function correctly. Risk Strategy: Implement industry standard best practices and utilize proven frameworks. RISKS C1 C2 T1 C3 T3 T2 T4

T3: Rendering Errors

Impact-4 Probability-2 Risk: Rendering of test campaigns incorrect or nonexistent. Risk Strategy: If the programming associated with automatically rendering the test email campaigns is too challenging, implementation will instead provide a test email and the clients will manually check the campaigns.
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CONCLUSION

YOLANDA QUINONES

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REFERENCES

REFERENCES 2011 MARKETING SHERPA EMAIL MARKETING BENCHMARK SURVEY www.marketingsherpa.com/2011EmailBMR_ExecSummary_Final_101110.pdf VIEW FROM THE DIGITAL INBOX 2011 www.jonrognerud.com/docs/Merkle_Digital_Inbox_2011.pdf THE RADICATI GROUP EMAIL MARKET, 2012-2016 http://www.radicati.com/?p=8963 SOS EMARKETING, ROI COMPARISON ACROSS MEDIA CHANNELS www.sosemarketing.com/2011/11/15/roi-comparison-across-media-channels-email-marketing-wins-by-a-landslide/ LITMUS www.litmus.com/ EmailReach www.emailreach.com/ EMAILONACID www.emailonacid.com/ Campaigner www.campaigner.com/
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QUESTIONS? COMMENTS?

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APPENDIX

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RISK MATRIX

Technical Risks: T1: Program Latency T2: Problems Rendering Test Emails T3: Security Risks T4: Problematic Version Control T5: Scaling Consumer Risks: C1: Information Loss C2: Image Security C3: Campaign Security C4: System Maintenance C5: Associated Costs Developmental Risks: D1: Lack of Consumer Interest D2: Lack of Trust in Solution D3: Time Constraints D4:tbdtbdtbd D5: tbd tbd tbd RISKS IDENTIFIED
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C1: Information Loss Risk: Data stored utilizing EmVi is lost Risk Strategy: Store backups on separate servers that are in another location C2: Image Security Risk: Images uploaded to CDN are not technically secure Risk Strategy: Images can only be accessed by direct link, ensure links are secure and protected C3: Campaign Security Risk: Possible application vulnerabilities allow unauthorized personnel approval permissions Risk Strategy: TBD-GROUP MEETING 2/26 C4: System Maintenance Risk: Software will be open source, marketing teams will be responsible for maintaining and extending the scope of the solution Risk Strategy: TBD- GROUP MEETING 2/26 C5: Associated Costs Risk: Marketing Teams will have a cost associated with planning, resources, and time. Risk Strategy: Ensure marketing teams know and understand the costs upfront, and try to mitigate costs

CONSUMER RISKS

RISKS IDENTIFIED
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D1: Lack of Consumer Interest Risk: Teams feel current systems are efficient Risk Strategy: EmVi will provide users with an API that will allow users to integrate the parts of their current system that they feel are efficient D2: Lack of Trust in Solution Risk: Teams feel that EmVi will not be able to improve current workflow Risk Strategy: EmVi will be versatile and will have the capability of improving their workflow -WIP D3: Time Constraints Risk: Yellow Team only has one semester to work on this solution Risk Strategy: Create all critical components of the solution and build from there. It is open source, so there will be the potential for further design in the future

DEVELOPMENTAL RISKS

RISKS IDENTIFIED
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T1: Program Latency Risk: The algorithms used to build our solution take too much time processing data Risk Strategy: Create better algorithms, utilize Dr. Zeil T2: Problems Rendering Test Campaigns Risk: Rendering of test campaigns incorrect or nonexistent Risk Strategy: If the programming associated with automatically rendering the test email campaigns is too challenging, we will provide a test email and the clients will manually check the campaigns T3: Security Risks Risk: Permissions software does not function correctly Risk Strategy: TBD-GROUP MEETING 2/26 T4: Problematic Version Control Risk: Automatic version control does not work in some cases Risk Strategy: Provide a manual interface for the version control T5: Scaling Risk: A single task might not be resource intensive, but when multiple tasks and campaigns are added EmVi experiences data latency Risk Strategy: Create better algorithms and ensure we do multiple levels of testing

TECHNICAL RISKS:

RISKS IDENTIFIED
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COMPUTER COMPONENTS

MFCD

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April 9, 2013

BOTTOM LINE

SOURCE: THE RADICATI GROUP, INC EMAIL MARKET 2012-2016 PROBLEM HISTORICALLY DEFINED
  • Active 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 marketing in 2012: $1.3 Billion.
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April 9, 2013

EMAIL MARKETING INDUSTRY LANDSCAPE

  • Email Marketing is a branch of
Direct Marketing, which includes Direct (postal) Mail and
  • telemarketing. It uses many of the
same techniques and metrics for success.
  • Email list management and
sending capabilities are either on- premise (installed on the company’s own servers), hosted (installed on the vendor’s servers)
  • r a hybrid of the two.
  • Advantages of on-premise
installations: No per-email-sent charges, more control over customer data, ability to customize and integrate with other systems.
  • Advantages of hosted installations:
Low startup cost, ability to leverage proven technologies. PROBLEM HISTORICALLY DEFINED
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April 9, 2013

WHY IS EMAIL MARKETING SUCCESSFUL? • 30% of non-business email

engagement time is devoted to commercial email which consumers
  • verwhelmingly prefer vice any
  • ther mode.
SOURCE: Merkle, “View from the Digital Inbox 2011” PROBLEM HISTORICALLY DEFINED
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April 9, 2013

WHAT MAKES EMAIL MARKETING 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 marketing (non-SPAM) messages.
  • 30% of non-business email
engagement time is devoted to commercial email.
  • Consumers overwhelmingly prefer
email for commercial communications
  • ver any other mode.
  • 43% of Internet-enabled phone
  • wners use their phone to check email
4+ times/day. Email is the most widespread online mobile activity. SOURCE: Merkle, “View from the Digital Inbox 2011” PROBLEM HISTORICALLY DEFINED
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April 9, 2013

BENEFITS

OF EMVI

  • Stand-Alone or

Integrative

  • 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
BENEFITS OF SOLUTION
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April 9, 2013

POSSIBLE PROBLEMS

WITH

EMVI

  • Inadequate software

performance

  • Not being able to

integrate preview

  • Image linking with

HTML

PROBLEMS WITH SOLUTION
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  • 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

LIMITATIONS OF EMVI

RISKS