You are currently viewing Campaign Management Platforms Are Nearing the End of Their Era |  by Sandeep Banyal |  Coinmonks |  Oct, 2022

Campaign Management Platforms Are Nearing the End of Their Era | by Sandeep Banyal | Coinmonks | Oct, 2022

Campaign Management is a critical component of an enterprise’s ability to communicate with its customers on a one-to-one basis across different channels. Campaign management platforms have progressed from single-channel platforms through multiple-channel platforms to omnichannel platforms. Customers have progressed from spray and prayed to segment-based targeting via communication channels. Campaign Management systems mostly handle this.

Campaign Management systems are generally utilized by businesses for

Macro and micro-segmentation

Rule-based communication engine

Customer Data Modeling

Email Designer platform

· Contact history

Delivery and Tracking log

Extension to other channels

Over the last 2–3 years, businesses have begun to consolidate data into Customer Data Platforms/Customer Data Hubs or Single Segmentation Platforms. The idea is to aggregate customer data, transaction data, and channel data into a single platform, build up multi-level rules applicable to multiple channels, and lastly activate the segment to a customer engagement platform such as Campaign Management Platform. This has left Campaign Management Platform with little to do other than campaign planning and communication execution.

Are your businesses prepared for this broader shift? I see this as a bigger change in the enterprise operating paradigm, not just a technological move. Yes, this will be a significant change in the way companies function since it will need not just the consolidation of customer data but also the transition into an ecosystem where all MarTech will have a common Data Base.

Let’s go through what will happen in the future for management and how MarTech will centrally exploit customer data to optimize the broader platforms campaign.

Beginning with the Past and Moving Forward

Let us attempt to imagine how the Campaign Management Platform fits into the existing ecosystem and how it has served in the past.

Image: Current and past campaign management ecosystem

If we look at the existing campaign management system, we can see that the customer engagement layer is mostly in charge of data modeling, segmentation, and reaching out to end users through various channels.

Campaign Management platform that is either connected with many data sources or with the consolidated customer Datawarehouse. This interface is mostly batch-based, facilitating both customer and transaction data.

· Web analytics is another important source of data for campaign management tools, allowing event data to be sent to campaigns in near real-time to reach out to end users. Typically, this is assisted using Kafka-based connectors.

Other suspects in the data stream are often in-house applications that provide industry-specific client data and transactions to Campaign Management.

Campaign Management consists of key modules including

o Data Management oversees data modeling and ensures that data is modeled into schemas. Schemas that are related to one another guarantee that customers and transactions may be linked to one another

o User Management grants various users access to the campaign management platform based on their expertise

o Compliance Studio is essential for managing consumer subscriptions to various communication services and preferences

o Segmentation studio enables the creation of many levels of business rules that allow for the segmentation of consumer data in accordance with campaign objectives

o Design Studio enables the creation of various communication templates, allowing for meaningful connection with customers

o Reporting and Analytics allow you to track the success of various campaigns as well as ROI

Segments are active across several channels based on the customer’s communication choices, such as email or others

This is how most businesses’ Campaign Management Platforms work and allow for consumer involvement.

This configuration necessitates a significant investment from the customer, not only in campaign management and its servers to the desired performance, but also in achieving skilled resources to get the most out of the campaign management system.

Campaign Management Investment: Enterprises have made significant investments in campaign management platforms, whether on-premises or SaaS.

Compliance Investment: Campaign Management System as a system of engagement invests heavily to guarantee that the data and ecosystem follow local and global rules.

Skilled Resource: To supply timely communication to the client, large skilled resources are required to run the campaign management engine.

End of an Era for Campaign Management soon

MarTech is entering the data consolidation phase, which will result in a single data source for all MarTech systems. This implies that organizations do not need to spend extensively on individual MarTech platforms for data management, compliance, and, of course, segmentation. This does not imply that Campaign Management will go away, but we will see the change where capability overlap is clear between campaign management systems and customer 360.

Let’s attempt to visualize this and build it block by brick

Image: Future of Campaign Management System

There will be no direct interface between campaign management and the rest of the data sources in the future or in the customer ecosystem. Campaign Management will be fully connected with the customer 360 platform and will get all essential customer segments.

Yes, Customer Segments will be consumed in the to-be Campaign Management system rather than the entire customer data from Customer 360 platform.

· Customer Data 360 will be the campaign management platform’s single source of truth. All Customer 360 platforms will be responsible for gathering all necessary customer data, as well as transaction and channel data, from various data sources.

Customer 360 should ideally be a multi-model platform that supports data intake in many formats and smooth data coloring inside the platform

Identity management will be a critical component of the customer 360 platforms, allowing data with both permanent and non-persistent IDs.

Customer 360 will hold all business rules, either in the form of a standard rule set engine or an AI rule, allowing the facilitation of customer data segments to the Campaign management platform.

Depending on the use case, integration between the customer data 360 platforms and campaign management will be batch-based or near-real-time.

· This integration will make it easier to target the customer segments needed for the specific campaign. This will be the most significant shift in the new structure, in which the campaign platform will be confined to template creation for communication as well as communication implementation.

In the future, the customer data 360 platforms will manage all data management, segmentation studio, and compliance studio.

Investment in the campaign management platform will be limited, and businesses will be able to redirect their resources to their customer 360 platforms. All businesses that enter the new ecosystem must consider the following factors.

Minimize the amount of overlap between Customer 360 and the Campaign Management Platform.

Avoid duplicating customer data modeling exercises across customer 360 and campaign management.

Try to keep operational operations inside campaign management to a minimum.

Establish bidirectional system integration to enable easy data sharing.

Have a single source of truth inside the enterprise for compliance issues.

Before reevaluating campaign management, businesses should ask themselves the following questions

· Why do you need two databases for Customer 360 and Campaign Management?

· Why is it necessary to have various segmentation platforms in the MarTech ecosystem?

· Why do you need two different teams to manage customer data and campaign management and customer 360?

· Why can’t this be done with a single MarTech database?

Douglas Burdett Raymond Camden Mossyblog Jaemi Bremner Scott Belsky Matt Asay Prajwal Shetty. do you guys agree with my views?

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