Patrones de lectura de documentos como herramienta de gestión de marketing

WebCongress Bilbao, 29 Sept 2011

imagina saber un lector está

Justo antes de llamarle para convencerle de que se cambie de compañía de móviles

ENAMORADO

Ir directamente a la página de

Ese gran tópico o quizás ¿mito? de los clientes al leer tu propuesta

PRECIO

imagina la lista de clientes a llamar de una operadora priorizada por el

3 ventas en las primeras 10 llamadas le cambia el día a cualquiera

INTERÉS

LECTORESAUTORES

Doocuments: Tecnología de Docs inteligentes

1. Crea un documento utilizando tu

herramienta ofimática favorita

2. Sube el documento a

Doocuments. Nosotros le añadimos valor.

3. Y luego enviamos el

contenido enriquecido al lector.

COMPAÑÍAS

≈1990≈2004

≈2005≈2010

≈2011…

¿Por qué Doocuments tiene sentido?Evolución: Cómo la gente intercambia documentos

Email con adjuntosTransformaciones

básicas (.pdf)

Cloud SyncCloud StorageCloud Transfer

Transformaciones avanzadas,

Trazabilidad de documentos, transferencia gestionada,

Enriquecimiento, etc.

URLWEB

URLWEB

¿En qué estamos trabajando?Conceptos incluidos en nuestra tecnología

Managed File Transfer (MFT)

Internet Document

Tracking (IDC)

Value added Tool for readers (eg: Context-

Enriched content)

Cómo funciona? Paso 1: Propiedades y envío

Configuración de notificaciones

Páginas mostradas y páginas ocultas

Máximo número de lecturas, contraseña y

control por IPMarcas de agua

¿Cómo funciona? Paso 2: Vigila su uso

¿Cómo leen los lectores el

documento?

Obtén detalles de cada lector y cada

sesión

Acciones (visualización,

impresión, reenvío, etc.)

realizadas en tu documento en los

últimos 30 días.

¿Cómo funciona? Paso 2: Vigila su uso

Cómo afectan estas tecnologías a los procesos

Publication Date: 21 April 2011/ID Number: G00211756 Page 5 of 12

© 2011 Gartner, Inc. and/or its Affiliates. All Rights Reserved.

wide range of features. Some vendors will have products ranging across our MFT Maturity Model (see Figure 1); other vendors will only offer products in one or two categories.

Figure 1. MFT Maturity: Examples of MFT Deployment and Use

Source: Gartner (April 2011)

Gartner sees a trend of organizations increasingly adding some strategic considerations to their MFT RFPs. Although they do not yet have all of these requirements, the additional capabilities include the ability to provide a set of services that enables various governance processes and policies related to the management, coordination and trust of the file transfer for the whole business. Organizations need to understand how the vendor can deliver products and functions that will also deliver on these functionalities in the future. In some cases, organizations are not looking at this, and instead look to tactical solutions for immediate deployments. The Gartner MFT Maturity Model will also be of help here, as organizations can map their requirements to those of the vendor by asking some of the basic questions we have listed.

Five Factors Are Driving Organizations to Adopt MFT

The following are the most prominent factors driving organizations to MFT:

File size and volume — Organizations face ever-increasing demands for larger files, more of these large files and more external entities to exchange files with.

Scheduling — The staffing and administration necessary for FTP and scripts increases with volume and often does not scale from an application and administration point of view. For example, some organizations have to manage 2,000 individuals using file transfer on a daily basis. FTP often struggles to support more than 20 concurrent file transfers per FTP solution, and, in many cases, there is no offloading capability other than the ability to refuse connections, which can lead to an increased volume of

By 2015, companies that focus on improving lead management processes will increase revenue by 5% to 10% through better

qualification, prioritization, distribution, augmentation, allocation, tracking and closing leads from multiple lead-

generation sources.“

Collection management solutions can improve day's sales outstanding (DSO) by 10% to 20%, enhance consistency in

customer relationships and improve cost reduction through process efficiency.

“

Muchos ingenieros indios podrán mejorar sus condiciones salariales gracias a una mejor negociación sostenida en la

atención que su CV despierta.“

Through 2014, marketing organizations that utilize inbound and event-triggered techniques will see a 600% higher

response rate, compared with traditional outbound campaigns.

“

Las cosas han

Y tu, ¿Has cambiado?

CAMBIADO

DEMO OR DIE!