I was reading Campaign Management Needs A Reboot by Suresh Vittal – Forrester Research recently as part of preparing for a webinar with Surresh (he and I are both presenting at a Unica webinar on Centralized Decisioning on the 22nd of this month). The paper make some great points and I particular liked the 8 principles Surresh describes, which include enabling dialogues not just campaigns and bridging offline and online, inobund and outbound. He identifies a centralized decisioning capability using rules, arbitraiton logic, business constaints and policies as central to this, including analytics in his discussion of analytically derived rules.
Rebooting campaign management with centralized decisioning
Previous post: Information led transformation with decision management