Fusion Marketing for Events Business

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Fusion Marketing for Events Business

• Kick-Off Meeting in London September 28th

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Agenda

• Introduction Goals
• Your Role
• Fusion General
• Events Process
• Fusion Marketing
• Defined functionality per Module
• Screens in spotlight Promotion, Drop, People
  Companies
• Which Reports are we Building in Phase I
• Global Database
• Coding
• FAQ
• Next Steps           

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Attendees (Steering Committee)

• Jan van Deenen
• Pekka Lehikoinen
• Jacqueline van Voorden
• Jeff Lup
• Daniel Murphy
• Isobel Peck
• Susan Tootell
• Victoria Ansell
• Alex Moilliet
• Alexandra Boeckem

• Monika Adams
• Lena Malm
• Pascal van Hombergh
• Joseph Librizzi
• Nikki Phillips
• Louisa Rogers
• Owen Mills
• Anne De Beauchaine

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Objectives for Today

• By the end of the day you should have a good
  understanding of
• What is involved with Fusion
• How processes and data will flow through the
  various Fusion applications
• Let you know who is working on what in the
  project
• What modules we have in Fusion Marketing and how
  it will work
• How you can make sure your requirements will be
  met in Fusion Marketing
• Listen to any and all concerns, questions, issues
  you may have do our best to address them today
  or get back to you.

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Your Role !
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Your Role

• You are the representative of your business and
  perhaps a group of companies. You are actively
  part of the project team and need to
• Raise any issues (with Group Marketing) which you
  currently have or envisage you may have in the
  future. (Group marketing are your point of
  contact for interfacing with the technical team)
• Promote Fusion Marketing within your own
  organisation

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Fusion Demystified
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Fusion Demystified What is Fusion ?
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Fusion Demystified What is Fusion ?

• Defined by Business Process
• Marketing / Campaign Management
• Account Management
• Contract Management
• Product Lifecycle Management
• Project Management (Resource Management)
• Order to Cash
• Customer Service
• Inventory / Procurement
• Financial Management
• Business Intelligence
• (Integration to other key systems)

• Defined by Application
• SAP
• SalesForce.com
• Fusion Marketing
• CODA Financials
• Sonic ESB
• GlobalTracking
• etc etc etc

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Fusion Demystified Architecture(how it is put
together)

• Each Fusion application or service is connected
  to the bus
• Applications send messages (a.k.a. publish) to
  other applications and databases via the bus
• Messages are related to business activities
  processes
• New account added
• New customer purchase (order)
• Contact record address change
• etc.
• Applications that are interested in the messages
  / information, access the bus grab (a.k.a.
  subscribe) that data then process according to
  configuration

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Fusion Implementation

• Partnership between business and Fusion team
• Local Business Resource Local Implementation
  Manager
• Knows which systems are in place in specific
  legal entity
• Knowledge of business processes
• Senior enough to explain to business whats
  happening
• Knows the people within the company that can get
  things done (no offense to the mgmt team)
• Take ownership of project
• Fusion MDM/ESB Team will have dedicated business
  solution architects to work with the Local
  Implementation Manager to determine the
  application landscape
• Implementation and change management established
  and managed in conjunction with Robbins-Gioia

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Business Processes for Events
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Main Business Processes - Conferences

• Concept to product
• Marketing
• Order To Cash
• Finance
• Customer Support

Concept To Product
Marketing
Order To Cash
Finance
Customer Support
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Conferences

• Concept to product - CFT
• Idea Research
• Product definition
• Basic attributes (title, venue, staff, etc.)
  CFT
• Venue Management integrate w/local solution
• Speaker Management integrate w/local solution
• Associate products (x-sell) CFT
• List pricing - CFT
• Forecast - CFT
• Finalize (Go/no go) CFT to ESB
• Pricing SAP workflow to set up product w/prices
• Once set up in SAP - push product back to CFT
  (finalized)
• and into other applications (FM, SFDC, CODA,
  etc.)
• Available for sale/purchase

Concept To Product
Marketing
Order To Cash
Finance
Customer Support
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Conferences

• Events Marketing
• Promotion management FM
• Promotion fulfillment FM
• DM activity
• Telesales Promotions
• Initiate order push to ESB, picked up by SAP
• (initiate order)
• Telesales
• Web
• Offline (starts direct in SAP)
• Note SAP pulls in priority code from FM to
  connect
• to promotion, list, person/company

Concept To Product
Marketing
Order To Cash
Finance
Customer Support
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Conferences

• Sponsorship Exhibition Sales
• Promotion management FM
• Promotion fulfillment SFDC
• Information flowing back and forth to FM
• (campaign info, record edits (as defined),
• selectable properties)
• Lead Management - SFDC
• Account activity management - SFDC
• Opportunity Management - SFDC
• Initiate order SFDC to ESB to SAP

Concept To Product
Marketing
Order To Cash
Finance
Customer Support
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Conferences

• Order to Cash - SAP
• Registration (order) priority code links to
  marketing promotion
• Confirmation (fulfillment)
• Invoice (billing)
• Payments (cash receipts)
• Cash Application
• Credit Control
• Validation/addition of vital marketing
  information
• (approving managers, job function code, etc.)
• Info fed back to ESB for use in other
  applications
• (CODA, FM, SFDC, etc. for analysis, reporting,
  etc.)
• All order information pushed to FM for use in
• promotion development, selection and analysis

Concept To Product
Marketing
Order To Cash
Finance
Customer Support
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Conferences

• Venue Speaker Management
• Finance CODA
• Budgeting
• Costing
• Revenue recognition
• PL
• Balance sheet
• Management Accounts/KPIs
• Forecasting, etc.

Concept To Product
Marketing
Order To Cash
Finance
Customer Support
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Conferences Customer Support

• One Customer Screen (still to be finalised)
• Inbound phone call
• Preferences (opt-in/opt-out, change my address,
  remove from your list, didnt get an invoice,
  payment etc.)
• Data researchers outbound call/cleaning
• Will use FM to clean records
• Changes to flow to other apps (as defined by
  business rules using ESB)

Concept To Product
Marketing
Order To Cash
Finance
Customer Support
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Fusion Marketing

• Approach, Teams Phases

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General

• Best of existing applications within Informa
• Able to meet needs for
• Multiple business types (PI, Pub, Events)
• Multiple business processes / cultures
  (Euroforum, IIR)
• Flexible setup
• Properties
• Addresses
• Coding

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Approach

• Cooperative approach
• Partnership between business and technology
• Listen to business for needs/requirements
• Work together to understand, plan, transition,
  train, meet ongoing requirements
• Implement not dictate
• Leverage collective expertise
• Business Technology teams work together to
  implement the strongest system/processes to
  support the continuing business needs

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Design Development

• Bases Requirements Doc but decided to do
  development in an iterative process
• Dedicated Teams per Module Group
• (with Support / Quality roles)
• Design Team
• Middle-Layer Team
• Front-End Team
• Development per Business Type (3 weeks)

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Module Groups

• Promotion Pekka 19/12
• People Companies Jacqueline 12/12
• Properties Pekka 5/12
• Reports Daniel 31/12

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Test

• Setup of Test Plan
• Design Team
• Group experts
• Initial test Design Team
• Alpha Test (per unit / integrated)
• Sign-Off 3 weeks after finish development
• Group Marketing
• Beta Test (per unit / integrated)
• Sign-Off 4 weeks after finish alpha test
• Steering Committee per Business Type

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Implementation (I)

• Per Business Type
• 3 months for first company of business type
• 2 months for follow-up companies
• Two Implementation teams
• US Implementation Team
• Europe Implementation Team
• Steps
• BluePrinting
• Data Migration
• Training

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Defined functionality per module (Group)
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Process

• Initial Requirements Gathering
• Process with representatives of the businesses
• Result Requirements Doc
• Iterative Process
• Translate Requirements Doc into Screens
• Discuss and finalize screens with GM
• Develop screens and show business representatives
• You
• Should make sure everything you need is in the
  req. doc
• Take an active role when you see the screens and
  validate it for your business

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Module Groups Promotion

• Promotion Definition
• Promotion
• Drops
• Selections
• Packs
• Order Handling
• Inventory Items
• Jobs
• Analyzer Tool

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Module Group Promotion

• Lead Pekka
• Design Jacqueline
• Jonathan Gerson
• (Slawomir)
• Middle-Layer Slawomir
• Front-End Astrid
• Jeroen
• Test Design Team
• Isobel Peck
• Susan Tootell
• (Jeff Lup)

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Module Groups People Companies

• People Companies Modules
• General info
• Addresses
• Marketing Customer Information
• (Coding, Mailpreferences Stops)
• Lists
• Import Module
• Telesales
• Automatic Coding
• Speaker Database

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Modules People Companies

• Lead Jacqueline
• Design Martin
• Pekka
• Jacqueline
• (Jonathan Gerson)
• Middle-Layer Sebastian
• Front-End Rob
• Jurry
• Test Design Team
• Isobel Peck
• Susan Tootell
• (Jeff Lup)

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Module Groups Properties

• Properties Modules
• Promotions
• Address
• Product (PLM)
• People Companies

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Module Group Properties

• Lead Pekka
• Design Jacqueline
• (Jonathan Gerson)
• Middle-Layer Jacek
• Front-End Alex
• Hans
• Test Design Team
• Isobel Peck
• Susan Tootell
• (Jeff Lup)

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Module Groups Reports

• Use SAP BW to build the reports
• (work closely together with Phil Edwards)
• Report categories defined
• Analysis
• Client
• Database
• Product
• Promotion / Campaign
• Sales

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Module Group Marketing Reports

• Lead Daniel Murphy
• Design Pekka Lehikoinen
• Jacqueline van Voorden
• Isobel Peck
• Susan Tootell
• Building Reports Peter Schmitz (EU based)
• Mark Marchant (UK based)
• External consultant Satyam
• Test Design Team

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Phase I for Events (Q1-2007)

• Building basic functionality to make sure
• we have a fully operational MKT system
• Not in Scope
• - Speaker Database
• Automatic Coding
• Promotion Rules (only basic functionality as is)
• Inventory Items Process
• Ultimate One-customer screen

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Screens in SpotlightPromotion, DropsPeople
Companies
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Definition

• A Promotion is the integrated plan of all
  activities to achieve a specific Marketing Goal.
  Every activity in this plan is called a drop.
• A Drop is the collection of Selections that form
  a list of persons which we want to target for a
  marketing effort.
• Every Selection is a group of people meeting a
  specific set of criteria. Thus, this can be a
  so-called cross database selection, list based
  selection, etc.

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Definition

• Every drop can be split in one or more packs. A
  pack is the combination of both a specific
  (sub)set of the total list of persons and the
  list of inventory items you want to send.
• Once a pack is processed it becomes a job and
  gets a jobnumber. In most cases every pack is one
  single job, but there's also an option to
  (manually or automatically) combine several packs
  to one job.
• The job is processed and than sent to the
  mailhouse, telesales team, 3rd party email
  distributor, etc. for further handling.

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Promotion Process Flow

• Create or manage promotions
• Create or manage drops
• Create or manage selections
• Preview and analyse drop
• Create or manage packs
• Preview and analyse packs
• Process packs (job ID is auto-created)
• Job fulfilment
• Response tracking analysis

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Promotion Process Flow

• 1 Create or Manage Promotions
• Change an existing promotion or create a new one.
  On a promotion level you can
• select a Promotion Model which auto-creates the
  default Drops
• store general tracking info like division,
  marketer etc.
• exclude from analysis
• look at the associated products (or link them if
  you want to)
• define your forecast, status and look at the
  actuals
• analyse the list of persons within the promotion
  on every criterion
• set filters for everything within the promotion

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Promotion Process Flow

• 2 Create or Manage Drops
• Change an existing drop or create a new one.
  On a drop level you can
• analyse the list of persons within the drop on
  every criterion
• define the associated products for this drop and
  define sales area for the product
• define your forecast on a drop level or look at
  the actual response for the drop
• define your split method for the total list of
  persons
• set filters for everything within the drop

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Promotion Process Flow

• 3 Create or Manage Selections
• Change an existing selection or create (from a
  template if desired) a new one. On a selection
  level you can
• set filters to everything within the selection
• set the priority code for the specific selection

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Promotion Process Flow

• 4 Preview and Analyse Drops
• a. If analysis is OK continue with manage packs
• b. If analysis in not OK change selections

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Promotion Process Flow

• 5 Create or Manage Packs
• Based on sales area, medium or test packs can be
  created
• Select medium and promotion category
• (pre-reg, main, repeat)

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Promotion Process Flow

• 6 Preview and Analyse Packs
• a. If OK, continue with Step 7
• b. If not OK change selections (Step 3)
• or change packs (Step 5)

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Promotion Process Flow

• 7 Process Packs (Job ID is auto-created)
• Add products to pack
• (select which products linked to drop to use)
• Per pack select elements associated with the pack
• Select process method
• (standard, manual combined, automatic combined)

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Promotion Process Flow

• Job Fulfillment
• Order handling

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Promotion Process Flow

• 9 Response Tracking Analysis
• Based on the level we can store the priority code
  response is tracked to the person in the
  selection in combination with the product.
• Priority codes are validated when orders are
  processed in SAP
• Response analysis, go back to 2b for new drops

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Promotion Screens
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Promotion Screens

• Search Promotion
• Manage Promotion
• Search Drop
• Manage Drop

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People Company Screens
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People Companies

• Multiple addresses per Company and Person. On a
  person level you can assign which address is the
  mailaddress
• You can
• Define synonyms and translations per company
• Define associates between people
• Define relationships between companies
• Redirect persons
• Set promotion rules (stop-/go-codes)
• Manage different properties

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People Company Screens

• Search Person
• Manage Person
• Search Company
• Manage Company

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Reports
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Reports Team

• Reports team (rev)
• Phil Edwards (SAP BI and DWH lead/PM)
• Dan Murphy (PM for FM reports)
• Peter Schmitz (Systems analyst / developer)
• Mark Marchant (SAP BI developer)
• Pekka Lehikoinen (design phase)
• Jacqueline van Voorden (design phase)
• Group Marketing (design phase)
• Satyam consultancy (SAP BI expertise at the
  required level throughout the project)

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Module Groups Reports

• Use SAP BW to build the reports
• (work closely together with Phil Edwards)

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Reports Process

• Requirements gathered from businesses
• Data analysed to identify reports that overlap
• Refined list created
• Reports renamed
• Ongoing process
• Current list contains c.50 reports across all
  business types
• Starting point

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Reports

• Report categories defined
• Analysis
• Client
• Database
• Product
• Promotion / Campaign
• Sales

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Next Steps in Reporting

• Analysis and data definition
• Report build and testing
• User testing, training and roll-out

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Global Database
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Global Database

• Open access policy
• to data across Informa for marketing
• Own silo of marketing information
• Able to apply changes from other silos
• Selection of names is possible across all silos
  (owner is informed)
• CDI approach
• for Informa-wide consolidation
• to enable world-wide search

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CDI Style Coexistence/Hybrid
CDI Consolidated Record
Web
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Coding
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Coding

• Benefits
• Process
• Structure
• Flexibility
• Review

Codes still to be defined
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FAQ
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Frequently Asked Questions

• Have we checked that all existing functionality
  is included in the requirements?
• What is the current timeline for development?
• What are the plans for roll out, training and
  ongoing support?
• How will the testing process work?
• Who should I contact with questions about Fusion?
  
• Will the system be fast and data in real time?
• Will there be a single global database? Will I
  have access to data from other entities and will
  they have access to data from mine?
• Will I get to review the coding scheme before it
  gets implemented?
• How can I find out more information about Fusion?

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Next Steps
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Next Steps

• Please let us know
• If you fully agree with the things said /
  discussed today
• If not please note which issues you want us to
  address in more detail
• Monthly Meeting Webinar
• Any raised issues
• Screens in Spotlight
• Test results
• Next Steps
• Face-2-Face Meeting January 2007