Marketing Applications
Marketing, when it is done well, is a kind of scientific experiment conducted under very prescribed conditions, for a well defined purpose, and with results that are carefully measured. In fact, some argue that the measurement aspect is possibly the most important aspect of marketing. Measurement enables us to see where the marketing campaign is taking us, and then to see the impact of any campaign tuning that we may wish to try.
opentaps Marketing Tab provides for the conduct of marketing campaigns with a professional approach including:
- Defining the campaign in terms of the name, date range, budget, estimated actual cost, a description, a target audience, delivery mechanism, tracking codes to measure results, and tracking codes to measure the contact routing.
- Multiple contact lists and delivery mechanisms, with list membership information selected from the opentaps Party data for people who are Leads, Contacts, Partners, Employees, Customers, etc.
- Message delivery support for email campaigns delivered via the opentaps web email system, and USPS mail sorting support for postal mail campaigns delivered via presorted bulk mail.
- Email preparation and sending for specific campaign delivery and tracking.
- Customer feedback capture via Survey style campaigns delivered via the integrated ecommerce web site, or associated with items on an order to capture order information for future marketing use.
- Reports on campaign results for impressions per contact, orders, order amount, and conversion rate from impressions to orders.
When your campaign is delivered via a third party such as a magazine advertisement or a telemarketer, you can use all of the features of opentaps Marketing Tab except the delivery mechanism. You will still have the ability to use your tracking codes for each delivery method which you will gather from the inbound contacts made to your campaign response mechanisms (phone, email, or other method).
Members of your Contact Lists will come from the system database, thus they have been entered into the system as Leads or some other classification of person. When you buy a distribution list for use in your marketing campaign, you may wish to import the list into your Leads data if you will be doing the message distribution via opentaps email, for example. To do this data importation ask your technical system administrator for assistance with importing a distribution list.
To access the marketing support applications from the main navigation screen click:
* CRMSFA > Marketing Tab which opens that Find Campaigns Screen. * Click: [Find Campaigns]] to view the default Marketing Campaign list that are currently "In Progress" status. * Alternately you can enter a campaign name or another status choice to see more campaigns. * Click: any campaign Name in the displayed list to see the View Campaign Screen.
The View Campaign Screen
The Forecasts Tab < Tabs pages > Managing Business Projections
Managing Business Projections < Manual pages > Managing Sales
Other related screens in the Reference Manual: View Campaigns Screen
