1Jan. 16, 2009
HEROES AT HOME 2010
Babs Armour Dec. 26, 2010
2Jan. 16, 2009
Org Chart- Your HaH Cross Functional Team In Action
AGENCY –CENTRA Rules, Regs, Creative
PR /MARKETING
Gift Card Team
OBU PLANNERMarketing Promotions& Planning
Product Manager
CDW SERVER PERSONEL
Social Media
Store Ops Email Team +Responsys
Legal + IT Security
Accounting Team
Call Center Team
Cart & Content
3Jan. 16, 2009
Dept’s Roster Name -SEARSName/Title Email DESK MOBILE Jen Del Mar/Email [email protected] 847-286-7378Beth Schmidt/Responsys [email protected] 312-930-4286Mark Hilliard Email [email protected] +1 847 286 1737Robert Kennedy -Chief [email protected] 847-286-1438Cindy Larson [email protected] 847-286-5825 847-404-5105Product Management Jay Wilder/Product Manager [email protected] 847- 286- 8261John Harris -API Director [email protected] 847-286-1991Jennifer Giese-Cart [email protected] 847-286-4464 224.723.4952Uma Ramen -API Engineer [email protected] NA Bhavik Shah =API Engineer [email protected] 847 286 5942Legal Team Eric Anderson [email protected] 847 286 1223Jane Jeannaro [email protected] 847 286 8587Mike Deer [email protected] 847 286 9245In Store Operations Marguerite Bruski [email protected] 847 286 7254Jamie Treewartha [email protected] 847 286 1290Gift Card Team May Rodrigo [email protected] 847-286-6026Sveta Edel [email protected] 847.286.1307 224.645.2488IT Security Demetrios Lazarikso-Dir. Of Security [email protected] 1 312 357 7892Brad Lindow [email protected] NA Call Centers Janet AllenPatty RankinChristy Steffen Brenda Tinkle Procurement Janet Grogan [email protected] 1 847 286 7257Tina RoesselinDiane Fennel CENTRA 1400 OLD COUNTRY ROAD SUITE 420 WESTBURY, NY 11590
Randi Berger SVP [email protected] (516) 997 3147, ext. 14 (917) 744-0289
(516) 997-3147, ext. 23 (201) 424-1050Dori Seaman, Account Executive [email protected] (516) 997-3147, ext. 18 naAl Holmes, Senior Vice President, Technology [email protected]
4Jan. 16, 2009
Dept Name – Email Marketing
Name/Title Email Phone
Jen Del Mar [email protected]
847-286-7378
Beth Schmidt [email protected] 312-930-4286
Mark Hilliard
5Jan. 16, 2009
Main Function-Responsibilities Roles- Email Deployment to support programObjectives- Timely Email with program applicants
6Jan. 16, 2009
Sequence of Events
• When was your dept engaged? October
• Was the timing sufficient? Yes
• Was the field advised and ready? N/A
• Had all key stakeholders been in alignment? Yes
• Did you have the information needed to do your work? Yes
7Jan. 16, 2009
Dept. Milestones -Phase 1 Wish Registry Task Timing Owner
Deployment 10/18 Accept and Need More Responsys +Centra
10/22 Accept and Need More Responsys +Centra
10/25 Accept and Need More Responsys +Centra
10/28 Final –Accepts and Rejects Responsys +Centra
8Jan. 16, 2009
Dept. Milestones - 2 Deploy Gift Cards Task Timing Owner
Deployment 11/23, 12/10, 12/21, 1/7 Responsys/Email team
9Jan. 16, 2009
Dept. Milestones -Phase 3 Close Program Task Timing Owner
N/A
10Jan. 16, 2009
Issues Issue 1 – Communication with call center and vendors.
• Key Learning- Full cc’s to allow Sears from Responsys email the loop 24/7
Issue 2 – Some issues with call center accepting people late into program
• Key Learning: Shut the Look Up DOD Tool down the minute the program window closes. Also add time stamp for acceptance rejection.
Issue 3 : Multiple emails same HH address.
• Fraud Key Learning: Reject all fraudulent email addresses (multiple emails at 1 HH address)
Additional Improvements
• Key Learning: Deploy the emails in waves (central times) -East Coast first at 8A, Midwest 12N , Southwest 1P, West Coast 5P to allow call centers to field calls in a more orderly fashion.
• Key Learning: 7.1 % of the emails bounced back and had to be cleaned up by the call centers (186 on Round 1 and 119 on Round 2). Can we fix this for next year? Can Call Centers verify the emails better?
• Please make sure all (ALL) bounce back email addresses are sent to Randi + Call Centers within 2 business days of each of the deployment waves. CCN and Centra must know all "bad email addresses” within 2 business days so our Call Centers and Centra can remediate.
11Jan. 16, 2009
Best Practices/Key Learning’s
• What worked well and why? Utilizing the Http post for resends specifically the Auto Trigger a resend of the exact same Gift Card Number –this prevents fraud since you can not reuse the same CARD Number if you already used it.
• And you must be on the original acceptance lists at Responsys. Do this again next year
• 186 Claimed no cards: 99 Were Fraud/Duplicates, 87 should have been accepted and were.
• What can we do to improve next year?
• Streamlined communication – direction from 1 person. Should all go through email team.
12Jan. 16, 2009
Marketing Planning-OBU
Name/Title Email Phone
Robert Kennedy [email protected] 847-286-1438
Barbara Armour (Babs) [email protected] 847-286-6792
224-723-2411
Cindy Larson -Analyst [email protected] 847-286-5825
847-404-5105
13Jan. 16, 2009
Heroes at Home Phase 2 - Gift Cards V1, V2 & V3
14Jan. 16, 2009
Sears.com Home Page Ads Holiday Hub Art Promo Box 250x175
15Jan. 16, 2009
Main Function-Responsibilities Roles –Planner OBU • Provide SME guidance for the digital space to Media Teams and Social Media
groups from the Full Line Store side of Sears.• Act as single point of contact for the Integrated Marketing Team• Assign work flow to the OBU Planning Team, DAC Team and UX Team and
outside Agency partners. • Build Emails • Coordinate Product Management Resources• Follow up reporting and analysis.• Daily donations reporting
Objectives• Deliver a turnkey Heroes At Home for 23,000 Families• Gain $7MM in Donations
16Jan. 16, 2009
Overview
• The Heroes At Home (HAH) promotion (now in its 3rd year) consists of several, coordinated online and offline components. It is funded by the Public Relations Department of Sears, which is not in the Online Business Unit (OBU).
• It has several features, but for purposes of this document, it is only necessary to mention the following online features:
• Military members sign up to benefit from the program via the Dept. of Defense (DOD) website. This was implemented on 10/1.
• Consumers can make a donation while in the store. Or, they can donate online. An online donation appears as an item in their shopping cart (similar to a gift card). This was implemented on 11/11.
17Jan. 16, 2009
Sequence of Events
• When was your dept engaged? OBU Planning was notified in July 2010
• Was the timing sufficient-Would have been if the Project had been duplicated exactly as is -with same Agency, Same Product Manager engagement
• Was the field advised and ready? Yes
• Had all key stakeholders been in alignment? No. Product Management had decided to bring the program in house and act as the major owners for development – and on August 28 decided not to bring it in house and then stopped attending any meetings or provide any further assistance. So we had to launch in 4 weeks from scratch operationally, but we at least had creative development underway.
• Did you have the information needed to do your work? No. Records were all over the place. Most of the key players from 2009 had left Sears or were no longer on the program.
18Jan. 16, 2009
Dept. Milestones -Phase 1 Wish Registry
Task Timing Owner
Technical Discovery and Assessment September 1 – September 27, 2010
Centra Marketing & CDW
Phase 1 Wish Registry Application Pages Creative
September 13-September 27, 2010
Centra Marketing
Database Build, Application Platform and Functionality/system interface Build
September 7 – September 27, 2010
Centra Marketing
Call Center Research Tool Build September 20 – September 27, 2010
Centra Marketing
Acceptance, Need More Info and Reject email deployment creative and HTML
September 20 – September 27, 2010
Centra Marketing
Original launch Date of Wish Registry Application
September 28, 2010 Delayed
Modify Wish Registry Application, Meet Security Requirements and PenTesting
October 7 – October 12, 2010 Security
Launch of the Wish Registry Application October 13, 2010 Centra Marketing
Acceptance, Need More Info Emails Deployed October 18, 22, and 25, 2010 Centra/Responsys
Final Acceptance and Reject Emails Deployed October 28, 2010 Centra/Responsys
19Jan. 16, 2009
Dept. Milestones – 2 Donations
Task Timing Owner
API build and interface with Cart check out October 15 – November 1, 2010
Centra and multiple Sears Internal Teams
Creative Direction for Landing Page and Pop Up pages
October 15 – November 1, 2010
Centra
Landing Page and Donation Page Launch November 1, 2010 Delayed due to API/Cart Issues
Checkout Team/Donation page Integration and Pen testing
November 1 – 11, 2010 Centra/ multiple Sears Internal Teams
Launch of the Heroes at Home Destination Page and Donation Page
November 11, 2010 Centra/multiple Sears Internal Team
Creative Direction and HTML for November 23 eGift Deployment and Acceptance List
November 19, 2010 Centra/Responsys
20Jan. 16, 2009
Dept. Milestones -Phase 3 Deploy Gift Cards
Task Timing Owner
First eGift Card ($50) deployed November 23, 2010 Sears/Centra Responsys
Second eGift Card (amount TBD) deployed December 21, 201 Sears/Centra Responsys
Third and Final eGift Card (amount TBD) deployed
January 7, 2011 Sears/Centra Responsys
Note that Massachusetts needs HARD CARDS (59)
All 3 Dates Above Sears/Centra Responsys
21Jan. 16, 2009
Marketing and PR Key Learning’s
22Jan. 16, 2009
PR Insights
• Communication was good, Marketing Planning was always helpful.
• Please boost the creative for 2011. Would prefer that the site be more engaging and interactive
• Ideas for driving donations? Refresh the pages? Upfront marketing?
• 45 Second Film running on Social Media – can we use for 2011?
• Can we do emails ahead?
• Can we re-run for social media 2011?
• HaH needs to be on sears.com
• Add the Donation Widget (like PetSmart)
• Engage Children• Pen Pals – Kids area. COPPA Etch A Sketch type tool.
• Children’s Ecard or Photo Ornament-bounce back.
Ask Mark Hilliard to dedupe to see if we have any opt ins for Natalie.
23Jan. 16, 2009
Issue 1
• From 7/1 to 8/28, the project operated under the auspices of Product Management but the decision and conclusion that all creative and all hosting would be done in-house (vs. using an agency in previous years).
• However, on 8/28, the decision was entirely reversed and an agency (Centra) needed to be hired.
• Key Learning: - Don’t switch out all responsibilities 4 weeks before the program is supposed to start. Decide NOW which dept. is the running HaH for 2011: Product Management or Marketing?
24Jan. 16, 2009
Issue 2 Data Base Admin Insights
• When the military registered through the sears.com/heroesathome Wish Registry info went to > CDW Server to > DOD website, the result was 1 of the following scenarios:
• Registration confirmed
• There is a problem with your registration, call us so that we can manually register you.
• You are not eligible to register. Call us if you think that there is a mistake in our records.
• The Call Center was trained to receive calls and use a look up tool. Calls were initially taking 13 minutes to resolve due to slowness with the lookup tool. Barbara Armour engaged DBA (Kevin Benton) to speed up the tool.
• Key Learning: Involve DBAs Team- Kevin Benton/Sears –at the very beginning to review and approve lookup tool implementation and test response time. CDW Tech Operations –Heath Corrigan must be engaged. Allow look up time of 30 seconds or less-CDW responsibility.
• Perhaps bring in hosting to Sears with SAVIS. Monitor what is spent on database activity versus call center activity.
25Jan. 16, 2009
DBA Insights - Continued
• Performance testing –holiday level loads in the environment. Begin testing in May, June, July, August. Simulate the maximum traffic.
• Notify and engage DBA in May 2011• Test driven development – write the requirements, write the code, test and keep
testing until the system performs as required. • Define Requirements:” As a ( role ) I need ( explain feature ) so that ( why
feature is needed).” Refer to the hyper link below for best practices- the site is updated monthly….
http://wiki.intra.sears.com/confluence/display/ECOMMIT/ECMySQLBestPract• Consider normalizing the data and creating a data warehouse.• Consider back up Master-Master replication.• Selenium Tool may be useful for automated simulated users. • Engage a third party to audit the code-Laz can recommend a Sears person to
audit the code by July 15, 2011.• MemcacheD Tool: Allows you to have applications ask what the results of a
recent query was and give you the answer immediately.• When in doubt, if nothing else, ask an experienced MySQL DBA to review
database design and SQL before it goes into production. J
26Jan. 16, 2009
Issue 3
• Legal made constant changes throughout the project. Legal must review every single letter, web page creative, T&C, look up tool, CC Script and make their change in a more scheduled fashion.
• Key Learning: Bring in legal at the outset. Review 2010 creative and ask Legal to advise us of required changes of the 2010 art that can be applied to 2011.
• Send Legal 2010 Call Center Scripts for suggested changes to 2011.
• Engage legal in Rounds 1, 2 3 of Creative.
27Jan. 16, 2009
Issue 4
• Project went through all needed administrative steps. It was listed as required project for q3 and q4. There was a Daptiv project number assigned, a PRD document was created and shared with Product Management (Chris Dargis).
• However, Lori Crozier was not kept aware of the project
• IT (and others) confused this project with another (ceased) project and claimed that no further work would be done on the project.
• Key learning: Product Management needs to coordinate their resources- Ensure full communication and clarity regarding the project. Set PM Milestones and responsibilities in May and begin communicating at the bi-weekly meetings which will be starting June 15, 2011
28Jan. 16, 2009
Issue 5
• Online donation functionality was not working until the last moment due to a Product ID (PID) being deleted from the catalog. This was rebuilt by Sveta Edel, Michelle Horan and ARS.
• Key learning: Gift Card Team: Ensure item set up (PID) from previous year is still intact early in the project. OBU Planner and Centra is responsible for this.
• Verify PID continues to work in May, June, July, August- double verify with Michelle Horan and Sveta Edel.
• Sveta should deactivate the PID on Jan. 1, 2011. Convert to SPIN (Rodney Cates Carter ).
29Jan. 16, 2009
Issue 6
• Once built, the PID is fed through an API so that it can be put into the cart as a product. That was not functional and through a miscommunication from PM, confusing this project with another project) that the project would not be supported. Therefore, 1 week of time was spent telling people we are still doing HAH.
• Key learning: Better communication of project? PM and API and Check Out/Cart s need to attend, respond and ensure API, IT Engineering is engaged on HaH.
30Jan. 16, 2009
Issue 7
• Redesign of checkout created a challenge.
• Key learning/recommendation: Make donation process similar to existing donation projects, such as PetSmart that encourages a $1 donation at checkout.
• Natalie, Babs and Robert Kennedy to get Daptiv # assigned and milestones from Chris Dargis by March 1.
• If possible, remove the Reloadable gift card entirely.
31Jan. 16, 2009
Issue 8
• FLS Program Development Manager assigned was brand new to Sears. So the FLS Partner was meeting a lot of challenges,
• Key learning/recommendation: FLS Program Manager should be seasoned Sears employee who can help with Call Center, Accounting/Finance, In Store Operations.
32Jan. 16, 2009
Issue 9
• No Central Sears Library/Repository for HaH Information
• So Marketing Planning had to look up, track down or fill in every single aspect of this program.
• Key learning/recommendation: Create rosters of contacts plus a DEPT BY DEPT recap of steps, milestones, key leanings and pitfalls to avoid plus best practices by DEPT for 2011. Babs has a meeting scheduled n Dec 17 with all the personnel to capture, and has created this HaH Library.
33Jan. 16, 2009
Issue 10
• No Product Manager was re-assigned until last week of October when Online donations were to begin Nov 1. Jay and Paul really pitched in and that was awesome.
• The Product Manager group was copied on all aspects of the project, including the notes from the 2 meetings/week.
• Project Managers kept coming in and put sporadically, which made them ineffective.
• Key Learning- Biweekly meetings are mandatory for all.
• Project Manager must set up the meeting, monitor attendance and review milestones.
34Jan. 16, 2009
Product Management
Name/Title Email Phone
Jay Wilder/Product Manager [email protected] 847- 286- 8261
John Harris
Jennifer Giese [email protected] office: 847-286-4464
mobile: 224.723.4952
Uma Ramen
35Jan. 16, 2009
Main Function-Responsibilities Roles- Evaluate in-house vs. external hosting.- Identify any needs for IT.- Test donation flow and work with IT to resolve any issues.
36Jan. 16, 2009
Work Around for 2010
Here was our workaround because we didn’t have an API.
We used a direct function call to DonationOrderItemAdd instead, and passed in some parameters:
form class="donateForm" onsubmit="return checkvalue(this);return false;" action="<http://www.sears.com/shc/s/DonationOrderItemAdd?storeId=10153&catalogId=12605&langId=-1&donation_1=0||40||http://s7.sears.com/is/image/Sears/07976029000||Heroes at Home Donation||123||||http://www.sears.com||2344>" method="GET" target="_blank"
Key Learning:This is not ideal from a security perspective; that’s why one of my suggestions for 2011 is to create an API version of this function.
37Jan. 16, 2009
Best Practices/Key Learning’s
• What can we do to improve next year?• Make an API solution for adding donation to cart and bringing user to cart -
possibly an API version of DonationOrderItemAdd. Takes minimum 4 weeks.
• How can we remove RSA (identity-verification) questions from the donation process? Currently, they show up because the card that they're "buying" is a reloadable gift card.
• Investigate whether we should make it so that the gift card does not load - donations flow directly to PS account number, which is easier for back-end processing.
• What other donation programs do we have? Can we use a common flow for in-site donations as well as offsite donations?
• We had more hardware than needed – we only needed 1 web/app and 1 DB server. We had an extra web/app server and load balancer.
• Document the flow of product/account numbers (PID connected to Gift Card Account #, PID connected to PeopleSoft account number, POS account 076029, GL account 24300.
38Jan. 16, 2009
Checkout• Per Jennifer Giese : As I explained on the call, this year we were unable to
support many projects because we were undertaking checkout redesign which had an $20MM revenue justification behind it. That project was in progress and committed to launch right before the holiday. I had to turn away a lot of requests for checkout this year as a result. Both Chris Westall and I communicated this multiple times to multiple people.
• Product Management fully supports trying to improve the process on the site – including making changes to checkout. However, in order to get this project officially on the list for 2011 – we need a business case as well as funding source for the project. Product management can work with whomever the project stakeholders are to create a business case . Our internal template for business cases is our BOP model (template attached). The intake form is also attached and you’ll notice a spot for the funding chargeback for this.
• Jennifer Giese• Senior Product Manager - eCommerce• [email protected]• office: 847-286-4464• mobile: 224.723.4952
39Jan. 16, 2009
Centra Marketing & Communications, LLC
Name/Title Email Phone
Randi Berger, Executive Vice President [email protected] (516) 997 3147, ext. 14
(917) 744-0289
Al Holmes, Senior Vice President, Technology
[email protected] (516) 997-3147, ext. 23
(201) 424-1050
Dori Seaman, Account Executive [email protected] (516) 997-3147, ext. 18
40Jan. 16, 2009
Main Function-Responsibilities Roles and Requirements:• Technical discovery and Assessment (Evaluate the 2009 HAH Tech Environment)
• Wish Registry Enrollment Phase I – 9/28 - 10/8; launch delayed until 10/13 - 10/27 IT Penetration Testing
• Build Enrollment Site (Flash Crowd expected)• Close Enrollment upon reaching 25,000 Registrants Allow for 1700 duplicates. How can we validate and dedupe
closer to real time?• HAH Call Center Service Application Research Tool- New tool developed by Centra.• Data Handling and Processing against Department of Defense, Uploading Acceptance, Need More Info and
Rejecting Files Integration with Responsys plus Creative Design and Layout for Registration Page, Thank You Page, FAQ Page, Terms and Conditions Page, Come Back Soon Page and Registration Closed Page. See Susan Murzyn for 2011 Style Guide
• Creative Design and HTML for Acceptance, Need More Info and Reject email deployments.
• Wish Registry Donation Page II – 11/1-12/31; launch date delayed until 11/11
• Work with the Sears teams to create the API and set up of he Donation Page/Sears Cart Integration• Create and design Landing Page that serves as a destination for Sears community to Donate, see the TV
Commercial, and Read Military Stories, Letters from the Military, Holiday Posts to the Military• Update the HAH Call Center Service Application Research Tool• Handle Customer Inquiry Investigations• Manage and maintain the Acceptance Database Integration with Responsys• Creative Design and HTML for eGift deployments scheduled for 11/23, 12/21 and 1/7/10
41Jan. 16, 2009
Main Function-Responsibilities
Objectives• To build the “Engine” that allows U.S. Military Families to register for the Wish
Registry in a user friendly environment
• To serve as Program Database Manager and provide Sears and Responsys with member information accurately and in a timely fashion
• To create and design a valuable and educational “Destination” for the Sears Community to learn about the program and encourage donations to the Wish Registry.
42Jan. 16, 2009
Sequence of Events
• When was your dept engaged – September 1, 2010
• Was the timing sufficient – Timing to develop and finalize creative was sufficient. Timing was not sufficient to discover and assess the existing technical environment, database build and functionality, QA staging and testing. Changing/Fluid requirements throughout the project created insufficient time to implement solutions appropriately.
• Was the field advised and ready? Teams from the 2009 Heroes at Home Program who were available for this year’s program provided valuable insight as a “starting point”. Many players from last year were not available for this year’s program and a lot time and effort was put forth to determine the right internal resources, their responsibilities and next steps in order to complete the process.
• Had all key stakeholders been in alignment? It took a considerable amount of time to determine the stakeholders, however once all of the stakeholders had been found and requirements were provided and responsibilities assigned, the stakeholders worked very well together, and in many cases, in an expedited fashion.
• Did you have the information needed to do your work? From a technology standpoint, we had limited or in-valid documentation, unknown processes and personnel contact information. From a creative perspective, limited creative was provided and deadlines for approval were not met as required. Get legal to commit to ONE legal advisor through out and pad the milestones
43Jan. 16, 2009
Dept. Milestones -Phase 1 Wish Registry Task Timing Owner
Technical Discovery and Assessment September 1 – September 27, 2010 Centra Marketing & CDW
Phase 1 Wish Registry Application Pages Creative September 13-September 27, 2010 Centra Marketing
Database Build, Application Platform and Functionality/system interface Build
September 7 – September 27, 2010 Centra Marketing
Call Center Research Tool Build September 20 – September 27, 2010 Centra Marketing
Acceptance, Need More Info and Reject email deployment creative and HTML
September 20 – September 27, 2010 Centra Marketing
Original launch Date of Wish Registry Application September 28, 2010 Delayed
Modify Wish Registry Application, Meet Security Requirements and PenTesting
October 7 – October 12, 2010 Security
Launch of the Wish Registry Application October 13, 2010 Centra Marketing
Acceptance, Need More Info Emails Deployed October 18, 22, and 25, 2010 Centra/Responsys
Final Acceptance and Reject Emails Deployed October 28, 2010 Centra/Responsys
44Jan. 16, 2009
Donations Phase 2
Task Timing Owner
API build and interface with Cart check out October 15 – November 1, 2010 Centra and multiple Sears Internal Teams
Creative Direction for Landing Page and Pop Up pages October 15 – November 1, 2010 Centra
Landing Page and Donation Page Launch November 1, 2010 Delayed
Checkout Team/Donation page Integration and Pen testing November 1 – 11, 2010 Centra/ multiple Sears Internal Teams
Launch of the Heroes at Home Destination Page and Donation Page
November 11, 2010 Centra/multiple Sears Internal Team
Creative Direction and HTML for November 23 eGift Deployment and Acceptance List
November 19, 2010 Centra/Responsys
45Jan. 16, 2009
Dept. Milestones - 3 Deploy Gift Cards Task Timing Owner
First eGift Card ($50) deployed November 23, 2010 Centra/Responsys
Second eGift Card (amount TBD) deployed December 21, 201 Centra/Responsys
Third and Final eGift Card (amount TBD) deployed January 7, 2011 Centra/Responsys
46Jan. 16, 2009
Issues
Main concernsExisting Technical Environment• Limited or in-valid Documentation
• Load Balancing and additional services not in place (impacted performance during enrollment) and call center tool functionality
• Application Platform was Java not PHP which is preferred in this type of program
• DOD verification process missing or non-functional
• MySql DB out of date
No Testing/Staging Environment
Security requirements introduced days before Phase I launch date
Sears.com integration (identifying the right internal resources)
Changing/Fluid requirements through the project
Very tight timing to investigate and not enough time to develop effective solutions
Applicants registered with multiple email address which accounted for possible fraudulent applications. Approximately 1700+ applicants were duplicates
Small bumps that could have been avoided… if• Early engagement of Sears Security Team
• Early engagement of the complete line of Sears internal resources
• Allow enough time for the creative and development process
• Meeting Creative Deadline review and approvals
• Maintain proper documentation, processes and personnel contact information
• Engage Sears.com checkout team earlier in the program to ensure proper donation phase integration
47Jan. 16, 2009
Best Practices/Key Learning’s
What worked well and why?• DOD Verification APP. Plan for delayed processing by DOD site. Contact DOD
administrator to see if enhanced integration was available.
• Once the internal teams were defined and the responsibilities were assigned, we worked very well together in an expedited manner.
What can we do to improve next year?• Start planning as early as May 1, 2011
• Define internal Sears teams and roles and responsibilities early into the program
• Adhere to creative, technical and testing deadlines
• Allow for more time to test and QA and troubleshoot
48Jan. 16, 2009
Phase 1 CreativeFAQ PageEntry Page Thank You Page
Acceptance Letter Rejection LetterPending Letter
49Jan. 16, 2009
Phase 2 Creative
View MessagesLanding Page Read the LettersPost A MessageFrantz D’s Story
50Jan. 16, 2009
Phase 2 Creative (cont’d)
11-23 eGift DeploymentDonation Page 12-21 eGift Deployment 1-7 eGift Deployment
51Jan. 16, 2009
Phase 2 Omniture ReportsPage Views Report – Entire Site
Total: 94,913
Page Views Report – Landing Page
Total: 71, 071
Other Page
Views:
52Jan. 16, 2009
Phase 2 Omniture Reports (cont’d)Click-through Report, from Landing Page
FAQ 7,871
Commercial plays 3,427
Donate 2,190
ViewMessage 1,964
military discount 1,822
ReadLetters 1,752
Form Analysis 1,703
Enter for a chance to win 1,275
FranzD Story 728
PaulD Story 726
DinaR Story 693
Print 586
Terms Condition 508
PostMessage 435
We Hire Heroes 388
Donation continue 170
Post message submit 133
Post message submit success 120
Rebuilding Together 100
Donation continue success 87
26,681
53Jan. 16, 2009
Phase 2 Omniture Reports (cont’d)
Total Visits: 39,361
Total Unique Visitors for Phase 2 - 31,566
Time Spent Per Visit
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