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Transactional Email as a Real-Time Marketing Channel – Part III

Posted by Paul Becker

Jul 30, 2015 10:59:00 AM

Recently we've discussed highlights from a presentation we did with our client Shutterfly at the IBM Amplify 2015 conference in San Diego.

Our final installment from the presentation shows how the process for a real-time system needs to be more nimble to support the transactional email campaigns and real-time decision rules. With a structured environment, it is possible to provide continuous measurement and adjustment.

Process

 

Reporting and Measurement are run as a continuous piece of the Marketing Process

To most effectively utilize the real-time functionality, the reporting and measurement process informs the offer and decision rules adjustment, as below:

  • Reporting and Monitoring
  • Daily analysis cycle
  • Attribution
  • KPI computation
  • Performance Review / Test results
  • Offer and Decision Rules Adjustment

 

Download the entire presentation to learn more.

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Topics: Case Studies, Real-Time Marketing

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