Enterprise Marketing Management (EMM) RFP Template by TEC


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									Technology Evaluation Centers Inc.
Request for Information
Enterprise Marketing Management (EMM)
                                                                                       Functional and Technical Worksheet
                                                                  Priority Mandatory
    Hierarchy                      Criteria                       (0-10)     (Y/N)
                                                                                        SUP   PSUP   PADD   MOD   3RD   CST   FUT   NS                                      Rating Comment
                                                                                                                                         Marketing automation creates a beneficial bind between service and sales organizations.
                                                                                                                                         The software should be able to deliver on a range of goals in multiple environments (such as
                                                                                                                                         business-to-business and business-to-consumer). Often, the software is expected to be able
                                                                                                                                         to identify market segments and target them in as many ways as possible. Marketing
                                                                                                                                         automation software should be able to identify customer prospects by name, location, and
                                                                                                                                         buying habits. In addition, it must have appropriate analytical components to support
                Marketing Automation                                                                                                     reporting and prediction of customer behavior so that it can improve future campaigns.
1.1                                                                                                                                      The creation and modification of personalized marketing efforts that not only engage the
                                                                                                                                         customer or prospect, but also engage the entire enterprise in the effort and provide a single
                                                                                                                                         view of the activity to any department or segment of the company. Specific tools are required
                Campaign Management                                                                                                      to plan and manage marketing campaigns.
1.1.1           General         Complex logic that includes multi-wave
                campaigns, last minute suppressions, and
                derived fields         Present an easy-to-use, intuitive interface for
                marketers         Provide integrated support for all business
                units, including business users, database
                marketers, quantitative analysts, and IT         Multitiered architecture and scalability to
                business growth
1.1.2           Internationalization         Support multicurrency         Double-byte enabled         Support localization
1.1.3           Integration/Architecture         Provide scalability without compromising
                performance         Reduce the load and reliance on IT services
                and resources         Integrate with multiple channels including the
                web, call center, store front, etc.         Integrate with external systems         Ability to automate marketing processes
                through triggers         Outside vendors can have access to the
                product without having visibility into all
                scheduled activities         Computer telephony integration (CTI)
1.1.4           Campaign Design         Allow use of multiple data sources
                simultaneously (including flat files)         Support de-duplication         Campaigns can be customized by regions,
                territories, or branches
                Ability to distribute campaign execution to a
                wider number of individuals who interact with
                customers, such as branch managers for a
                bank, sales agents for an insurance provider,
                or hotel managers while enforcing corporate
                database standards and privacy policies         Test and control groups can be dynamically
                generated         Support dynamic householding and audience
                level switching         The number of contacts selected can be
                limited based on capacity constraints such as
                branch capacity, etc.         Support multiple, flexible approaches for
                segmenting data         Models and scores can be incorporated and
                used in segmentation        Campaigns can be created and saved as
                templates        Ability to create derived data values        Banner ad management        Brochure management        Event management (e.g., trade show)        Management of special offers        Permission-based personalized campaigns        Multitiered marketing campaign event
                management        Ability to create and maintain offer pricing
                information        Schedule a campaign to run automatically
1.1.5           Strategic Segments         Support strategic segments or the ability to
                define reusable, persistent segments         Segments can be managed from one central
                area         Strategic segments can be refreshed at any
                time interval, separately from campaign
           Real-time reporting and interactive customer
           analytics are provided for each segment so
           that segment usage, performance, and
           behavior trends over time can be analyzed    Ability to drill into strategic segment reports to
           visually select specific groups to include
           within a campaign
           Track the performance of segments over time    Track segment migration or responses by
           segment    Targeted lists manager    Characterize individual customers according
           to demographic profile   Characterize individual customers according
           to buying patterns   Characterize individual customers according
           to scoring systems   Segments by selling channels   Segments by product groups   Classify customers by segments such as,
           high value, tax-exempt, or affinity groups
           Flag long-standing customers for preferential
           treatment (by a type of tenure indicator)   Compare the characteristics of different
           segments to determine segment-specific
           actions   Set effective, measurable goals for each
1.1.6      Offer Management    Offers can be defined, stored, and managed
           from one central location within the
           application    Offers can be reused across campaigns at
           any point in time
           Creative content of an offer can be accessed
           from a content management system
1.1.7      Campaign Execution    Ability to start, stop, or run branches    Support multi-wave, cross-channel
           campaigns    Support outbound and inbound campaigns as
           well as batch, transactional, and real-time
           execution in one interface    Provide flexible scheduling capabilities    Support inbound and outbound triggers    Support multi-message campaigns and
           newsletters    Allow attachments to be sent as part of an e-
           mail    Support AOL format    Handle inbound processing of e-mails (for
           both hard and soft bounces)   Support dynamic content generation of e-
           mails for customized newsletters, promotions,
           etc.   Ability to capture promotion history and use in
           future campaigns   Ability to send properly formatted files of
           selected customers directly to third parties in
           support of marketing efforts (direct mail
           houses, telemarketing firms, etc.)   Support a unique identifier on each outbound
           communication   Data can be scored using models at
           campaign run time   Distributed campaigns: marketers in
           branches or regional locations can provide
           input and execute campaigns designed by a
           central marketing group   Automatically notify the sales force of various
           promotions   Review the customer loyalty indicator and
           take appropriate action as defined by the
           program   Automatically generate a proactive customer-
           contact-request based on the customer
           loyalty indicator   Support dynamic message selection for
           traditional channels
           Real-time and Inbound Marketing Support    Support real-time dynamic offer or message
           delivery based on both real-time contextual
           and historical data    Marketer can define rules for real-time
           customer interactions    Ability to determine best likely offer in real-
           time based on predictive model    Web services interface for easy integration
           into operational channels     Scalable to high volumes of transactions per
1.1.9       Campaign Response
            Tracking/Measurement     Support the ability to track individual results
            from a particular campaign     Provide the flexibility to define and track
            various levels of response (i.e., e-mail opens,
            e-mail click-throughs, and purchases
            associated with the e-mail or inquiry then
            purchase, etc.)     Can track responses to an offer in a specific
            campaign as well as across campaigns over
            a period of time     Can track responses by offer or across
            campaigns within a period of time     Can associate a product with an offer
            definition such that offer performance
            reporting and product performance can be
            done     Can track responses to offers consisting of
            multiple parts     Provide real-time financial summary report
1.1.10      Campaign Reporting    Provide standard report templates across key
            marketing dimensions—campaigns, offers,
            segments, and channels    Operational and performance based reports
            as well as customer analysis reports    Reports can be bookmarked, exported, and
            shared across the organization    Reports are generated based on real-time
            data    Can report on cross-channel and cross-
            category campaigns    Provide post-campaign ROI analysis    Provide the ability to easily leverage a third
            party reporting tool    Single sign-on for report and data source
            authentication    Develop and print detailed account plans for
            customer accounts
1.1.11      Campaign Optimization    Provide real-time offer optimization    Ability to determine the most optimal contacts
            within a list or series of lists for each channel
            or offer within a campaign
            Provide "dialog" optimization technologies for
            choosing the best communication and
            interaction strategies for each customer over
            time across campaigns while taking into
            account business rules and constraints    Support budget optimization    User can select a simple, single stage
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