Success Stories
Enterprise Marketing Management Solutions
Client
The American Society for Microbiology is the oldest and largest single life science membership organization in the world. Membership has grown from 59 scientists in 1899 to more than 43,000 members today, with more than one third located outside the United States. The members represent 26 disciplines of microbiological specialization plus a division for microbiology educators. The Society’s mission is to advance microbiological sciences through the pursuit of scientific knowledge and dissemination of the results of fundamental and applied research.
Situation
ASM wanted to create a more effective Enterprise Marketing Strategy, allowing the organization to handle current marketing campaigns more efficiently and reduce costs. The tactical goals are to increase membership acquisition, retention, and increase non-dues revenue by leveraging the Society’s content and through the promotion of its products and services.
To satisfy the needs of different member segments with targeted information, products, and services; it was vital for the Society to develop more sophisticated targeting and to enhance its RFM capabilities while reducing its overall contact costs.
ASM needed a solution that could be easily integrated with its primary internal data sources and be utilized by the marketing team without reliance on its internal IT resources. The Marketing area needed a solution that would expand access to data and analysis to a larger set of users with varying degrees of technical expertise. The main areas of functionality desired by ASM were Campaign Management and Execution, Email design and Execution, visual display of data, and Predictive Modeling.
ASM sought an experienced systems integration partner to analyze, design, develop and successfully implement an Enterprise Marketing Management (EMM) solution to meet its strategic business goals and organizational objectives.
Solution
RiverPoint Solutions Group, a business and IT consulting firm with experience applying the most effective tools, techniques and resources for every component of an EMM system, was selected by ASM to implement the solution for Campaign Management, Email delivery, Reporting and Analysis, and Predictive Analytics for its members. Leading in the delivery and deployment of Unica® Corporation’s Suite of software for ASM, the RiverPoint team provided the Project Management, Campaign Management consulting, and the technology and infrastructure support for implementing the Unica Solution along with the quality assurance methodology and testing resources. RiverPoint's project approach is executed in key phases and was developed from its proprietary project methodology that identifies the tasks, milestones, deliverables and roles ensuring on-time delivery for critical projects. Following is an overview of the key milestones of the implementation project phases:
Business Analysis
The first phase of the project established the business goals and objectives that the EMM solution needed to support while defining the metrics to be tracked to ensure the investment would deliver the forecasted ROI. This included the establishment of the EMM project's implementation scope and consulting project plan, identification of the critical processes of the system and review of ASM's source system data and the underlying business-data relationships.
Professional Society Achieves High-Performance, Targeted Marketing
Infrastructure Analysis
The joint project team gathered information on the technical and marketing environment; the data assets, the quantity and complexity of envisioned marketing campaigns and marketing activity and reporting requirements.
Installation
During this phase, RiverPoint installed the Unica® software application to the ASM hardware environment, mapped and pointed the EMM software to ASM's data and set-up the end user access to the EMM software.
Design
The core ASM users were trained on the Unica® Campaign, eMessage, Customer Insight, and Predictive Insight software while the RiverPoint team custom configured the Unica software and the supporting reporting environment. The joint project team designed the marketing campaigns, planned the different types of data modeling (response, acquisition, and cross-sell), developed custom reports, and tested email deliverability.
A wider group of Marketing users were trained in Customer Insight, a data visualization tool that is used at ASM in the first stages of campaign planning and integrates well with Unica Campaign for additional segmentation and offer assignment.
Development
The project team developed actual marketing campaigns and models and executed them in a test environment. Activities included configuring security, setting up offers, strategic segments, derived fields and reusable campaign, offer, and email templates.
Production Planning & Transition
RiverPoint successfully worked with ASM's Marketing and IT areas to migrate the configured environment to production and execute live campaigns.
Marketing Operational Support
RiverPoint Solutions Group also provides ongoing operation support to ASM in designing new campaigns and configurations as the needs of ASM evolve and expand.
Benefits
RiverPoint provided consulting services to meet ASM's need to deliver high quality technology solutions to enable its business to improve its understanding and relationship with members by providing the right information to the right target audience at the right time. The benefits most useful to ASM are:
• Eliminating IT involvement in day-to-day marketing activities.
• Empowering the marketing area to react quickly to changes in messaging and product offerings.
• Utilizing segment and product specific expertise by expanding the availability of data and analytical tools.
• Increased customer understanding and segmentation through the use of predictive modeling.
RiverPoint's software implementation provided deeper customer insights and the proper toolset and expertise to execute large-scale personalized campaigns across multiple communication channels, allowing for analysis of performance, fine-tuning and modification of ASM's marketing mix for maximum return on their marketing investment.
Working with RiverPoint, ASM was able to ensure the successful implementation of its EMM solution based upon its unique needs and requirements to create a dynamic, growth oriented marketing program.
Environment
Unica Campaign
Unica eMessage
Unica Customer Insight
Unica Predictive Insight
Cognos Reportnet
