Siebel Marketing and Campaign Management Implementation: A Global Investment bank.
The Situation
In June 2002, Wability was contracted to recommend and
implement a Campaign Management Solution.
Siebel Marketing a streamlines planning and budgeting by providing
integrated workflow and collaboration capabilities for campaign approval
and execution; financial modeling to optimize allocation of marketing
dollars, and a marketing command center to track campaigns across the
enterprise. It includes robust segmentation and list management
capabilities to allow marketers to their segmentation strategies based
on any data in the enterprise. Using an intuitive graphical campaign
design tool, marketers can easily create and automate rich multistage,
recurring and event-triggered campaigns that include different offers,
creative approaches and challenges.
Wability was selected to both recommend and implement a Campaign
Management solution. The Wability team performed product comparisons.
The Siebel platform was selected. Next, the Wability team conducted a
technical evaluation including system scalability, evaluation of
multi-channel support capability, availability, configurability, and
integrability. Once the technical evaluation was completed, specific
Siebel functionalities for each phase of the implementation were
selected. Upon completion of the implementation, Wability assisted the
client in the development of an initial marketing campaign with a
kick-off marketing segmentation project.
The Benefits
As a result of implementing Siebel Marketing, the client
can now execute continuous treatment strategies for each customer, and
is able to build customer value more effectively, at dramatically lower
execution costs.
Once campaigns are executed, results of all campaigns are automatically
tracked for analysis in real-time so that marketers can adjust their
programs in time to improve results and not after the fact. Leads can
now be quickly assigned and automatically delivered to sales teams or
channel partners assuring marketers that all leads requiring
coordination with the field are followed-up on a timely basis and
conversion rates and revenues are maximized.