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6 Key Tips for a Successful Automated Marketing Project:

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Following on from my previous blog, here are 6 key tips (and one final “thought for the day”) for ensuring your automated marketing programme doesn’t fail:

1. Analyse your multichannel customers first to understand where the opportunities for cross-channel targeting lie

      • It’s not enough any longer (as though it ever was) to target a customer within a single channel – that’s just not how customers behave; they use all channels available. So, before you try and target anyone, it’s important to understand what the bigger picture is and how customers really behave across channels.

2. Set up your own targeting model, and don’t just rely on a black box solution from a software vendor

      • It’s your model, so it’s important that you understand it. Too many vendors will say that you don’t need to – that because it happens automatically you don’t need to know how it works.  But they are not the ones who will be held accountable when it goes wrong, or doesn’t deliver the anticipated results.

3. Give your model some time to evolve – no model is ever right first time

      • No human has ever got a complex calculation – and that’s what attribution modelling is – right first time. So why expect a new model to be perfect from the get go? Give it a couple of iterations before you are happy with it.

4. Make sure you understand your model, and have someone on hand to manage it on an ongoing basis

      • This follows on from point 2. You understanding your model is vital to you maintaining it (which is equally essential). Make sure that your team understands what your model is doing, so that they can manage it, update it and improve it. Besides, the more successful it is, the more you will need to explain internally what is being done – not least to the Finance, Audit or CSR teams, who will want to to demonstrate the legal compliance of all activities.  The model won’t be held to account – you will.

5. Take your team with you – they could feel threatened and you don’t want to turn them into guerrillas

      • This is probably the most important (and perhaps ironic) point: it’s the people that will make or break your automated marketing project. Remember, you have whole teams who currently run your channel marketing activities. They could feel threatened – and last thing your project needs is an internal saboteur.Your suppliers could also feel vulnerable (perhaps even more so) – cross-channel automated marketing is a big threat to those who provide single channel services. They might love to see your project fail.It’s therefore important that everybody, from the outset, understands the project’s potential, and how they can help drive the benefits. Bear this in mind and make sure to communicate effectively with those that will be effected – you need everyone to be invested in this new programme.

6. Remember, the real benefits lie in better lead and prospect targeting and conversion

      • Automated marketing is not about cost reduction, or handing over “power to the robots”. If anything, it requires more human guidance, not less.  So, don’t think of this as a cost reduction opportunity; the real benefits are found in lead generation and converting those leads to sale.

Finally, my thought for the day is this: have the courage of your convictions.  As one of my colleagues put it, cross-channel attribution modelling is something that lots of people talk about, but very few ever actually implement or use properly.  That’s often because they don’t follow the tips above or tackle the challenges that underpin them. If you are going to do implement an automated marketing project, embrace the challenges and trust yourself.


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