Frameworx Application: Campaign Management

Category: (2) TAM Application Type

Application Identifier: 3.9.1

Maturity Level: 4

Overview

The Campaign Management applications are responsible for managing the lifecycle of marketing campaigns, sometimes referred to as "closed loop marketing". Service Provider marketers need to respond to changing market environments with marketing initiatives that push highly targeted messages to increasingly focused segments. Marketers need an adaptable and flexible campaign management application that can adjust to evolving customer lifecycles with corresponding targeted marketing strategies. Marketers need to deliver coordinated outbound and inbound campaigns across all points of interaction- focusing marketing resources where the greatest potential value exists. The campaign management application needs to:

• Leverage a single, consistent view of customer data.
• Be highly usable, which increases marketing productivity and effectiveness.
• Provide valuable insight into marketing performance through analytics that enable marketers to continually adjust and improve marketing investments.

Functionality

The campaign management applications have the following capabilities:

• Campaign Analytics
• Campaign Design
• Lead Generation
• Campaign Execution & Refinement
• Performance Tracking

Supported Business Services

• Manage Business Intelligence
• Manage Dashboard
• Manage Predictive Analytics
• Send Recommendation(s)
• Consume Recommendation Success

(2) TAM Application Type Campaign Management

Appears on these diagrams:

• 3.9 Campaign & Funnel Management
• 3.9.1 Campaign Management

is a more detailed diagram for the

• 3.9.1 Campaign Management

Frameworx Domains (Horizontal)

• Market_Sales Domain

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