JT on EDM

Great post by Elana Anderson – What Will Campaign Management Be Like In 2020? « NxtERA Marketing Blog. I have long believed that improved campaign management, like improved customer experience and improved marketing, requires a greater focus on customer treatment decisions. I have blogged before about the role of decision management in campaign management (in response to another of Elana’s posts) but one comment in particular caught my eye. Elana predicts that one of the first changes will be integration of online and offline, inbound and outbound campaigns.

Such integration is much easier with a decision-centric approach. By focusing on the customer treatment decisions that are at the heart of campaigns (inbound or outbound, online or offline) and managing those customer treatment decisions, consistency is increased. Additionally the single point of decision making repays an investment in analytics (to improve the decision) across all channels and for both inbound and outbound.

Interestingly 1 to 1 magazine discussed ING bidding farewell to old-style campaigns last month. In the article they said:

Instead of turning up the volume further, Amsterdam-based ING is dialing down its direct mail and focusing on improving its online interactions through personalization. It’s also using those interactions to create consistent messaging across channels.

To do this ING is using “predictive and behavioral analytics” and a centralized decisioning system. Building campaigns around personalized customer treatment decisions should be part of your plans if it is not already.

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