1. Data Flow Advantage, Clickshare, Marketo, Cheetahmail
Business Insurance
Data Flow
Advantage, Clickshare, Marketo, Cheetahmail

2. Objectives 1. Review the current data flow
2.  Identify the gaps that exist in order to use Marketo as the primary marketing platform
3.  Review items that need to be addressed in order to remove/reduce the gaps involved with the data flow
4.  Establish ownership of individual tasks and develop timelines to implement.

3. Current State Advantage to Clickshare
If a New Customer – Person does not exist in Clickshare – A new account is created with Name/Address being pre-populated.
If an existing Customer/Order – Only Subscription is added – No Demographics or address information is updated
Clickshare
Advantage
Web Orders – Real Time - XML
If a Customer already exists, Subscription information is updated. NO Demographics are updated as we do not know if Clickshare demographics are more recent or Advantage
If a Customer does not exist in Clickshare, a new registration record is automatically created. No Demographics are pre-populated because they do NOT match with Advantage
If Subscriber is in Clickshare but not in Advantage SEED file, the subscriber is downgraded
No Connection with Clickshare for Address changes
No way to update ONLY demographics on Advantage through the Web. It has to be either a new order or renewal
SEED File
SEED file contains a list of all active subscribers. Generally Paid, Controlled and Complimentary
Generated once a week after Cycle End Runs

4. Current State Clickshare to Marketo & Cheetahmail
Any New Registration record created in Clickshare – directly or as a result of Advantage processes (Real Time or SEED), are sent to Marketo in Real Time via API calls
Advantage
Clickshare
Marketo
New – Real Time
SEED File
Batch Changes
Please see notes on previous Slide
Any changes to a customer account (other than a new account) are batched and sent to Marketo once a night. (This is because of a API cap of 10,000 requests per day)
Data set that is sent to Marketo is as what is currently defined. Does not include. This currently does NOT include: Advantage Customer number, Subscription Status or Expire dates for any of the subscription products
Entire record set is sent. So, it will overwrite whatever is in Marketo. This is because Marketo does not have methods that allow us to selectively update data. In other words, we cannot identify which field was last updated when in Marketo.
Recommendation: Do NOT have customers update their records in Marketo, but rather have them make updates in Clickshare or Advantage.
Cheetahmail
Any updates to profile or newsletter subscriptions or contact preferences are sent to Cheetahmail every 15 minutes
Unsubscribes/Bounces/Abuse complaints are sent to Clickshare - Nightly

5. Desired State – List of points
Drive promotions and audience development efforts through Marketo
Send Newsletter Subscription Offers
Send Paid Subscription Offers
Send Renewal Offers
Send Controlled offers
Allow sponsored content access by registering on Marketo
Send offers for Paid Whitepapers or other content based on past behavior
GOAL: Would like to assign a score to a website visitor based on multiple criteria such as:
Content Visited
Subscriber or not
Registered or not
Newsletters subscribed to and so on
Recency of Demographics updates – which in turn drive criteria for offers

6. Current Implementation (attempts)
Offers and promotions are sent out via Marketo
Responses are collected in Marketo
Actionable data needs to be sent to the respective systems for the fulfillment (Physical or virtual)
Advantage (Demo Updates, Requals, Renewals)
Cheetahmail (Newsletter subscriptions)
Clickshare (Demographics and Newsletter subscriptions)
Problems with the Current Implementation:
There is no outbound API in Marketo or methods to update these respective systems automatically.
Options are:
Manually load data into each of the systems – less preferable as it requires human involvement – resulting into time and money.
Generate offer and promotion through Marketo BUT direct the updates or actions to the respective systems.
Commission outbound APIs as well as inbound APIs to update Advantage and Clickshare. This however requires a large time and cost involvement.

7. Suggestion
For each of the offers, redirect the person to the correct area based on the desired goal of the offer.

8. Reasoning
We already have a integration built from Clickshare to Marketo.
We already have a integration build from Advantage to Clickshare (with a few exceptions which need to be addressed – discussed later)
Allow Customer data in Marketo to be updated only from one source so there is no conflicting data (discussed on slide 2)

9. Newsletter Offers Checklist for Marketo:
Have address
Send from Marketo, but the redirect link should go to Clickshare
Need to specify in the redirect link:
Whether full registration form or simple only form
Specific Newsletter or handful of newsletters or all newsletters
Unsubscribe link – which goes to Clickshare ( FromSite/ FromPartners)

10. Example Newsletter Redirect Offers
Show All Newsletters – Allow person to submit address (should not be the case if you are sending via )
Show All Newsletters – and pre-populate
Show Select Newsletters only:
Show Select Newsletters only – and pre-populate
Single Newsletter –pre-populate and auto-submit (Single Click Sign-up):
Multiple Newsletters –pre-populate and auto-submit (Single Click Sign-up):

11. Anatomy of the Newsletter Offer Links
Select Newsletters only – and pre-populate
Name of the Controller (Page)
Name of the Key that tells Clickshare to show only Newsletter options
Values:
The newsletter names as configured in Clickshare that you wish to display on the page.
Multiple newsletters are separated by the | (pipe) symbol
The newsletter names are case sensitive
Name of the Key that tells Clickshare we are providing an address so that they can pre-populate the field
address. Generally the that you are sending the offer to

12. Anatomy of the Newsletter Offer Links
Multiple Newsletters –pre-populate and auto-submit (Single Click Sign-up):
Name of the Controller (Page)
Name of the Key that tells Clickshare we are providing an address so that they can pre-populate the field
The newsletter names as configured in Clickshare that you wish to set a value.
The value that you wish to set for this newsletter (Y or N)
Multiple newsletters are separated by the & (ampersand) symbol
The newsletter names are case sensitive
address. Generally the that you are sending the offer to
Tells Clickshare not to prompt i.e. Automatically Submit the selections and options

13. New Subscription Offers
Checklist for Marketo:
Have
Advantage customer number and Zip are good if you have them but not necessary
Send from Marketo, but the redirect link should go to Advantage
Need to specify in the redirect:
Advantage Customer Number, Zip Code and Key Code
Unsubscribe Link (either sec.crain.com or Clickshare – to be discussed)

14. Example Subscription Offers
If you do not have a Advantage Customer Number or if you are not using a specific key code
If you do not have a advantage customer number BUT want to direct to a specific key code
If you have an advantage customer number, zip code and want to direct to a specific key code

15. Anatomy of Subscription Offer Links
If you do not have a advantage customer number BUT want to direct to a specific key code
If you have an advantage customer number, zip code and want to direct to a specific key code
Parameters:
d = Type of Transaction. (Order = New Order, renew=renewal, coa=change of address, status= Sub status)
C = customer number Z = zip code P = promotion or key-code
Name of advantage new order page
Site Pub Code Landing pages differ by Pub
Promotion Code you want to use. Has to be set up in Advantage FIRST
Name of advantage page that can handle different types of transactions based on additional parameters
See different parameter definitions below

16. Subscription Renewals (or requalification)
Note: Requalification means you have to process a Renewal.
Checklist for Marketo:
Have Advantage customer number
Have Zip Code
Send from Marketo, but the redirect link should go to Advantage
Need to specify in the redirect:
Advantage Customer Number, Zip Code and Key Code
Unsubscribe Link (either sec.crain.com or Clickshare)

17. Example Renewal Offers
If you do not have a Advantage Customer Number or if you are not using a specific key code
If you do not have a advantage customer number BUT want to direct to a specific key code
If you have an advantage customer number, zip code and want to direct to a specific key code

18. Unsubscribe Links – Option 1
Replace <adv_CUSTNO> with the advantage customer number stored for the person in Marketo
Goes to sec.crain.com
Site specific Page
Advantage Variable
Defines Customer #
ELST-CDE=<list_id>&PUB-CDE=<publication_code>&ADR-EMAL=< _address>
Advantage Variable
Defines Publication
Advantage Variable
Defines Address
Advantage Variable
Defines List Code
Optional List Code used mainly in Advantage for Third party tracking
Specify Source Publication Code i.e. BI, BIZ, BID
Specify Address of the person
These unsubscribe links were traditionally used:
For Internal Promotions (Subscription Offers, Special Offers etc.) from BI
For Marketing Offers (Events, Conferences etc.) from BI ( FromSite)
For Third Party List Rentals ( FromPartners)

19. Unsubscribe Links – Marketo
All new promotions – Internal Site or External are now being sent from Marketo
As a result, need to decide on which is the master source of data for managing Opt-outs. Marketo or Advantage ?
The unsubscribes could be taken/accounted for directly in Marketo since that is where the marketing is driven from and Clickshare data is updated in Marketo.
However, the following precautions should be taken:
Manually update the Preferences that are stored in Advantage to Marketo if not already done
Clickshare Preferences should have been synchronized the first time the data was loaded into Marketo and any subsequent updates that take place in Clickshare on nightly basis.
DO NOT perform any marketing functions from Advantage or Clickshare otherwise your data could be out of sync
For Third Party List Rentals ( FromPartners) – always collec

20. Additional Items to address
Modify SEED file (Advantage) to include date indicators for Demographic changes and Address Changes (REQUIRES DEVELOPMENT TIME)
Change Processes on Clickshare to update Demographic changes from Advantage (REQUIRES DEVELOPMENT TIME)
Make sure that demographic values match between Clickshare and Advantage
Decide which publication takes precedence (BI, BIZ or BID) if necessary otherwise the demographics will be updated in the order received
Change processes on Clickshare to always overwrite address from Advantage (REQUIRES DEVELOPMENT TIME)
Need to decide what happens when a persons address is flagged as undeliverable due to USPS update.
Review the current data set that is being sent from Clickshare to Marketo and make any necessary adjustments (MAY REQUIRE SMALL DEVELOPMENT TIME)
Ensure BI has a regular process to clean up and manage Exceptions from Clickshare i.e. multiple subscribers with the same address or Advantage Customer Number Mismatch.

21. Next Steps 1
Reconcile Demographics between Advantage and Clickshare and decide on new mappings (Michelle VanArman + Michelle O’Malley)
Determine Precedence of Processing SEED files (Michelle VanArman + Michelle O’Malley)
Analyze percentage of Subscribers that have same address but different Subscriptions(Michelle VanArman + Michelle O’Malley) 2
Review capabilities in Marketo to distinguish Advantage Customers versus Non-Advantage Customer to see if the Unsubscribe/opt-out links can be sent to respective areas i.e. Advantage versus Marketo (Steve Susina)
Determine how to handle Change of Address – Clickshare or Advantage (Michelle VanArman + Manish Patel)
Review list of Data Fields that are sent from Clickshare to Marketo and create a list of new ones. (Steve Susina + Manish Patel) 3
Update/change mappings in Clickshare and Advantage to match (Michelle VanArman + Manish Patel)
Modify SEED files to include, Date Signed, Change Date, CTG Date (Michelle VanArman + Mike Gilbert)
Modify SEED file and XML processing rules to adjust for decisions on Demographic Updates, Address Change Updates, Store new date variables (Manish Patel + Clickshare)
Modify Marketo integration to add new fields (Manish Patel + Clickshare)
Establish process to ensure new newsletter additions also include Marketo Field updates (Manish Patel)