Marketing Modeling Session Results

Agenda from first session Purpose To produce a Business Function Model (BFM) and a Conceptual Data Model (CDM) for the Marketing Project Today’s Agenda Explain the rules for Business Function Modeling Build a BFM Future Modeling Sessions Finish/refine the BFM as necessary Ask the question “What data do I need to perform this function?” for each of the lowest-level functions in the BFM Build a CDM –this will look like an entity-relationship diagram without any keys or attributes Ultimate outcome of these meetings A CDM to serve as the basis of Logical Data Modeling for the project A prototype process to determine the extent that a facilitated modeling session can reduce or eliminate the need for a formal BRD document

Rules for Business Function Modeling Functions define WHAT, not HOW Functions start with a precise verb Functions are stated in plain English—no jargon Functions deliver something Order of functions is not important Functions may be optional Functions usually break down into 4 to 8 sub-functions Sub-functions must completely define the parent function

Marketing Business Function Model Optimize at the customer level by modifying programs based on results Target campaigns Identify campaign activity Identify response curves –the time lag between receipt and purchase Build predictive models Modify future campaigns

BFM Detail Target campaigns Identify What to test Identify to Whom to send Identify When to send Identify What to send

BFM Detail Identify campaign activity Identify delivery activity –Bounce –Fail –Frequency –Suppress –Exclude –Delivered Identify response activity –Opens –Clicks –Purchases –Search –Shop –Save –Opt Out –None –Flagged as SPAM –Complained –Called

BFM Detail Identify response curves Identify delivery response curves Plot Clicks over time Plot Opens over time Plot Opt Outs over time Plot Complaints over time Plot Flagged as SPAM over time Plot Delivery over time Identify transaction response curves Plot Purchase over time Plot Cancel over time Plot Search over time Plot Shopping over time Plot Save over time

BFM Detail Build predictive models Run test campaign Collect all response data Select other available attributes Select an algorithm Run it Identify predictive variables Build Model Validate Model

BFM Detail Modify future campaigns Apply what we have learned from past campaigns Identify opportunities for new campaigns Terminate ineffective campaigns

Conceptual Data Modeling Agenda Today we ask this question for each of the lowest level functions in the business model: “What data do I need to perform this function?” We answer the question in terms of entities, attributes, and relationships Entity: Something (a noun) the business has the will and the means to keep information about Attribute: A single piece of information about an entity Relationship: An association between two entities for a business purpose We are still looking at: Future-State Perfect-World What, not How

Conceptual Data Modeling Today we are not doing Defining scope Source system analysis Attribute definitions and data types Primary and foreign keys We need to leave some work for the project managers, logical data modelers, and database developers

Conceptual Data Model

CDM Notes Account Attributes –Demographic –Psychographics –Preferences –Hardware/Network/Browser –Everything else you could imagine Content –A unique asset sent to a unique address at a point in time

CDM Event Notes Account EventContent EventLink Event BounceX FailX FrequencyX SuppressX ExcludeX DeliveredX OpenX ClickX PurchaseXXX SearchXXX ShopXXX SaveXXX Opt OutXXX NoneXXX Flagged as SpamX ComplainedXX CalledXX