This is the third of four articles on the Enterprise Marketing Platform (EMP). In my previous blog, I explained what the architecture of an EMP looks like and how it should be used. I also discussed the role of data and content in personalization. In this installment, I zoom in on the role of the Content Management System and Marketing Automation as well as analytics, reporting and insights before closing the loop.
Content Management & Publishing
In Tahzoo’s view, the role of a Content Management System (CMS) as part of the EMP is one of publishing and distributing personalized content.
This places the CMS at the heart of the EMP, connecting content and data to workflows and authorizations. As such, the CMS drives the publishing and distribution of the content, whether for the web, ecommerce product information, supporting a call center and other service people, or any self-service or collaborative portal for marketers and other internal clients.
At the front of the EMP, we find the numerous (and ever-evolving) channels used for the distribution of marketing content and targeted by the client’s inbound marketing campaigns. We make these channels part of the EMP to be more effective and efficient through reductions in organizational friction, less-rigid marketing ‘silos’ and lower production costs. By being able to automatically adapt the layout, context and content to the targeted channel, time to market is reduced while enhancing the user experience through true relevance.
Here, all of the above systems and data come together to support customer journeys over the different channels, and use the data from all touchpoints to create a seamless, personalized experiences throughout.
Not only does the CMS play a role in distribution of content, Marketing Automation functions as the means of distributing to various marketing channels such as email, display ads, search, social and others. The Marketing Automation building block therefore gets an important position in our EMP. The goal of integrating Marketing Automation software is to produce relevant, targeted campaigns by matching content to user data available within the EMP.
Marketing Automation, therefore, reduces multi-touch planning and enables collaboration among marketing teams. Furthermore, it ensures consistent use of enterprise data and allows for cross platform measurement and optimization.
Analytics & Reporting
Campaigns are pushed to customers who are then in turn directed back to the web, ecommerce or customer service. In this regard, analytics and reporting are critical components. The software that collects, analyzes and interprets marketing metrics closes the data loop and helps optimize marketing campaigns. The closed loop nature of Marketing Automation is one of the key values of an EMP.
The intelligence around all of this is concentrated in insights and BI– all the data is consumed and analyzed there. In turn, rules are generated from the insights to feed personalization, the campaigns and even the offers.
On the return side, the analytics captures all the performance data, which is then reported back to the business through ROI dashboards and fed into the data layers for further optimization.
The insights derived from a deep understanding of all data flowing through the EMP is perhaps the most important differentiator of our EMP model.
In my three blogs so far, I have laid out a fully integrated, customer data- and content-centric architecture for an Enterprise Marketing Platform. Remember, integration of the EMP means making all the technologies work together. More importantly, however, it means an organization that works together. This is a cultural shift that requires a high degree of change management and governance to be successful. But that is a matter for my next blog. Stay tuned.