Email Marketing

1. Email Marketing Modeling Session Results

2. Agenda from first session • Purpose • To produce a Business Function Model (BFM) and a Conceptual Data Model (CDM) for the Email Marketing Project • Today’s Agenda • Explain the rules for Business Function Modeling • Build a BFM • Future Modeling Sessions • Finish/refine the BFM as necessary • Ask the question “What data do I need to perform this function?” for each of the lowest-level functions in the BFM • Build a CDM • this will look like an entity-relationship diagram without any keys or attributes • Ultimate outcome of these meetings • A CDM to serve as the basis of Logical Data Modeling for the project • A prototype process to determine the extent that a facilitated modeling session can reduce or eliminate the need for a formal BRD document

3. Rules for Business Function Modeling • Functions define WHAT, not HOW • Functions start with a precise verb • Functions are stated in plain English—no jargon • Functions deliver something • Order of functions is not important • Functions may be optional • Functions usually break down into 4 to 8 sub-functions • Sub-functions must completely define the parent function

4. E-Mail Marketing Business Function Model • Optimize email at the customer level by modifying programs based on results • Target email campaigns • Identify campaign activity • Identify response curves • the time lag between receipt and purchase • Build predictive models • Modify future email campaigns

5. BFM Detail • Target email campaigns • Identify What to test • Identify to Whom to send email • Identify When to send email • Identify What email to send

6. BFM Detail • Identify campaign activity • Identify delivery activity • Bounce • Fail • Frequency • Suppress • Exclude • Delivered • Identify response activity • Opens • Clicks • Purchases • Search • Shop • Save • Opt Out • None • Flagged as SPAM • Complained • Called

7. BFM Detail • Identify response curves • Identify delivery response curves • Plot Clicks over time • Plot Opens over time • Plot Opt Outs over time • Plot Complaints over time • Plot Flagged as SPAM over time • Plot Delivery over time • Identify transaction response curves • Plot Purchase over time • Plot Cancel over time • Plot Search over time • Plot Shopping over time • Plot Save over time

8. BFM Detail • Build predictive models • Run test campaign • Collect all response data • Select other available attributes • Select an algorithm • Run it • Identify predictive variables • Build Model • Validate Model

9. BFM Detail • Modify future email campaigns • Apply what we have learned from past campaigns • Identify opportunities for new campaigns • Terminate ineffective campaigns

10. Conceptual Data Modeling Agenda • Today we ask this question for each of the lowest level functions in the business model: • “What data do I need to perform this function?” • We answer the question in terms of entities, attributes, and relationships • Entity: Something (a noun) the business has the will and the means to keep information about • Attribute: A single piece of information about an entity • Relationship: An association between two entities for a business purpose • We are still looking at: • Future-State • Perfect-World • What, not How

11. Conceptual Data Modeling • Today we are not doing • Defining scope • Source system analysis • Attribute definitions and data types • Primary and foreign keys • We need to leave some work for the project managers, logical data modelers, and database developers

12. Conceptual Data Model

13. CDM Notes • Account Attributes • Demographic • Psychographics • Preferences • Hardware/Network/Browser • Everything else you could imagine • Content • A unique asset sent to a unique email address at a point in time

14. CDM Event Notes