Campaign Management Analysis Business Justification

2

Current Challenges

• Planning and Set Up – Promo Briefs

Highly labour intensive “manual” process @ 1 man day per week

Error prone due to use of spread sheets and manual input

Increased complexity due to unbundling

Lack of consistent pricing processes i.e. rate card

• Execution

Multiple systems need updating – QSS, promo brief, Subs Booster

Lack of synchronisation between disparate systems and suppliers

Redundant information and need for pre-processing

• Measurement & Tracking

Multiple data sources and locations

Lack of global campaign metrics

Varying frequency of feeds and varying formats of data

Highly labour intensive “manual” process 2-3 man days per week

Use of large number of spread sheets

Person dependent activity

No end-to-end process

• Closure

No closure process

Person dependent activity

3

Impacts

• Cost to business and revenue loss due to:

Inefficient use of resources – central, regional and suppliers

Delayed campaign set up and execution i.e. reactive not proactive

Unacceptable cycle time from initiation to execution – low speed to market

Erroneous campaigns being made live

Pre-processing of data at supplier end

Lack of informed marketing decisions – CPA / LTV calculation is a guess

Campaigns running for longer than planned

Additional customer service activity associated with order rejections

• Process does not meet “end-to-end” business need

4

Who is impacted?

Circulation Marketing teams – central and regional

Finance – central and regional

Senior Management

Suppliers – QSS, Amstelnet, Agents, Marketing Agencies

Business Intelligence team

5

Real Examples

• Erroneous prom code populated for Asia Facebook campaign

• Agents used incorrect prom code / term post unbundling

• Incorrect codes used by QSS and offline inserts resulting in order rejections & re-processing

6

Approach

• Initiate project to review campaign management end-to-end

Define goals and objectives for campaign management

Review AS-IS processes

Design TO-BE processes and investigate automation options

Investigate interim and long term solutions proposed by QSS

Investigate use of Salesforce.com

Confirm business requirements

7

Project Stakeholders

• Alpesh Kandoi - Circulation and Marketing Manager, India

• Anna Rawling - VP, Digital Marketing

• David Cox - Chief Finance Officer, Americas

• David Rompf - Director, Customer Loyalty and Engagement

• Grace Hahn - Circulation & Group Marketing Director, AP

• Lydia Kaldas - VP, Circulation, Innovation and Intelligence

• Mark Beard - Circulation & Marketing Director, EMEA

• Michael Brunt - Senior VP, Head of Circulation, Americas & Global Head of Marketing, Economist Digital

• Sharon Wong - Regional Finance Director, AP

• Stefan Beurier - Finance Director, EMEA

• Toby Burton - Head of Finance, Economist Digital

8

Analysis Phase Scope

• In Scope

Acquisition and Renewal Campaign Management

Campaign Planning and Set Up

Campaign Execution

Campaign Measurement and Tracking

Campaign Closure

• Out of Scope

Definition of supplier processes – QSS, Amstelnet

Estimation and budgeting for supplier effort

9

Resource & Budget

Resources

Business Stakeholders – 2 months

Business Analyst – 3 months

Supplier Resources – 1 month

Technical Resource for POC – 2 months

Solution Architect – 3 months

Estimated Cost - £75K

10

Next Steps

• Confirm project sponsor

• Seek budget approval

• Form project team

• Kick-off project