Marketing Overview

The Marketing List and Communications subsystem provides functionality that covers all business processes associated with a marketing campaign and delivers it in a dynamic and interactive way in hopes to help your association further organize your marketing strategies and evaluate their effectiveness down to the granular level.

This section is intended for staff members responsible for creating and maintaining marketing lists as well as tracking the marketing activities carried on by your association. It is also intended for anyone that wants to analyze the effectiveness of one marketing list or marketing activity over another, such as Marketing Managers.

The following workflow represents the steps necessary to create, implement, and analyze a marketing campaign as well as the order in which the functionality is described in this section.

This section describes how to complete each step outlined in the workflow above which, if followed properly, can provide your organization with rich data by which to evaluate the effectiveness of your marketing plans.

The subsystem can be represented and is organized by the use of the following key terms.

· List Code – an alphanumeric number given to each specific Marketing List you create in the Personify360 application, whether it be from a third-party list imported into the application or a system-generated list based on a Data Analyzer query.

· Market Code – an alphanumeric number that represents each marketing activity you create in the system associated with a marketing campaign.

· Key Code – an alphanumeric number created when you combine list codes with market codes to create a marketing strategy or use Personify360's list communication functionality to initiate contact with members of a marketing list. The creation of key codes is not required; however, they help to provide you a more granular analysis of the impact a specific communication method or marketing activity has on a marketing list.

· List Effectiveness – a percentage calculated by the Personify360 application based on the number of responses or orders associated with a specific marketing list, marketing activity, etc. divided by the number of members in that marketing list.

Through the creation of list, market, and key codes, you can mix and match your list members with different marketing campaigns to come up with strategic combinations neatly organized in your Personify360 application.

After determining your marketing combinations, the application walks you through the List Communication functionality where you can communicate the marketing activities to members of your marketing list.

For example, your association may decide to offer a promotional discount on a specific book as part of a Conference Campaign for all members that attended your annual conference last month.

· The first step is to create a marketing list of only customers who purchased the conference.

· Then create a marketing activity under the Conference Campaign describing the promotional sale.

· Next, apply that market code to the specific book’s product record.

· Finally, generate a list communication that sends an email out to all members of the marketing list informing them of the promotional discount including the Key Code created with the list communication.

· As members begin to purchase the book or contact your association about the promotion, you can record the Key Code in the order detail and contact tracking records or automatically through e-Business.

The application can then calculate the List Effectiveness percentages for each combination of list and activity as defined by you. With this percentage, Personify360 helps you determine the list and market code combinations that generate a more positive response, thereby further understanding your marketing list members and improving your marketing strategy. Since the information is all stored in the Personify360 database, you can continue using it to devise future marketing lists and activities.