OUTLINE 1-4 Introduction 5-11 Case Study 12 Problem Statement 13 - PowerPoint PPT Presentation

E M V I E MAIL C ONTENT M ANAGEMENT S YSTEM CS 410 Orange Team www.cs.odu.edu/~410yello/ 1 April 9, 2013

OUTLINE 1-4 Introduction 5-11 Case Study 12 Problem Statement 13 Solution Statement 14-21 Historical Background 22-23 Current Process 24-25 Goals and Objectives 26 Improved Process 27-29 Competition 30-31 Component Analysis 32-38 Milestones 39-43 Database Structure 44-51 User Interface 52-57 Risks 58 Conclusion 2 April April 59 References 9, 2013 9, 2013

I NTRODUCTION K EITH W ALSH 3 April 9, 2013

C LASS P RIMARY S ECONDARY W EBMASTER Chris Yolanda R OLES E XPERT L IAISON Keith Chris P OWER P OINT Richard Keith R ISK T RACKING Yolanda David C OMPETITION David Tamara P ROJECT M ANAGER Tamara Richard P RODUCT P RIMARY S ECONDARY W EB D EVELOPER / UI Yolanda David S OFTWARE D EVELOPER Chris Richard D ATABASE D EVELOPER David Keith D OCUMENTATION Tamara Yolanda I NTEGRATION /API Richard Chris 4 April April P ROJECT M ANAGER Keith Tamara 9, 2013 9, 2013

C ASE S TUDY K EITH W ALSH • Development lead for email marketing systems • Internal clients include Bing, MSN and Hotmail • ODU computer science undergraduate since 2008 5 April 9, 2013

M ICROSOFT C ASE S TUDY M ARKETING D EPARTMENT • Takes direction from company executives • Responsible for meeting engagement metrics A DVERTISING A GENCY • Hired by Marketing • Consults on strategy and analysis • Specializes in creating beautiful HTML content D ATA O PERATIONS • Responsible for safe-handling of customer data • Queries big databases to extract mailing lists • Sends campaigns from on-premise CRM tool • Provides post-campaign metrics and analysis 6 April 9, 2013 C ASE S TUDY I DENTIFIED

M ICROSOFT C ASE S TUDY RACI C HART T ASK M ARKETING A GENCY O PERATIONS S TRATEGY R C C • Tasks are listed in C OPY & C OLOR A R C sequence. U PLOAD I MAGES A I R • Marketing is always S END P REVIEWS A I R accountable to a T EST A R C higher power when A PPROVE R C C it is responsible for S END A I R a task. T RACK A I R A NALYZE A C R • Each time R EPORT R C C responsibility is transferred, a delay R esponsible occurs. A ccountable C onsulted I nformed 7 April C ASE S TUDY I DENTIFIED 9, 2013

M ICROSOFT C ASE S TUDY M ISMATCH T ASK M ARKETING A GENCY O PERATIONS • Testing requires that S TRATEGY R C C all content tasks be C OPY & C OLOR A R C completed. U PLOAD I MAGES A I R S END P REVIEWS A I R • However, content T EST A R C tasks are split across A PPROVE R C C two teams. S END A I R • Because these two T RACK A I R tasks are not core A NALYZE A C R Operations functions, R EPORT R C C they have been assigned to a team in R esponsible another time zone, A ccountable C onsulted further slowing the I nformed pace. 8 April C ASE S TUDY I DENTIFIED 9, 2013

M ICROSOFT C ASE S TUDY I MPROVEMENT T ASK M ARKETING A GENCY O PERATIONS S TRATEGY R C C • Shifting C OPY & C OLOR A R C responsibility for all U PLOAD I MAGES A R I R R content related R R S END P REVIEWS A I R tasks to Agency T EST A R C would… A PPROVE R C C ! Save time. S END A I R ! Reduce errors. T RACK A I R • But…is there an app A NALYZE A C R for that? R EPORT R C C R esponsible A ccountable C onsulted I nformed 9 April 9, 2013 C ASE S TUDY I DENTIFIED

M ICROSOFT C ASE S TUDY T ESTING C OMPLEXITY Browsers: Clients: Chrome Android Firefox AOL Internet Explorer Apple Mail Opera Blackberry Safari Gmail Hotmail Versions: iPad 4, 4S, 5 iPhone 2000, 2003,…,2013 Lotus Jelly Bean, ICS Outlook Outlook.com Operating Systems: Thunderbird Windows Yahoo Android Windows Phone OS X ETC! ETC! 10 April 9, 2013 C ASE S TUDY I DENTIFIED

M ICROSOFT C ASE S TUDY T ESTING S IGNIFICANCE Correct Rendering - Outlook Apology – Wrong Content Incorrect Rendering – Lotus Notes Apology – Broken Links 11 April 9, 2013 C ASE S TUDY I DENTIFIED

T HE The process P ROBLEM of creating S TATEMENT email content and testing across all emails clients is time consuming and complicated. 12 April April 9, 2013 9, 2013 P ROBLEM I DENTIFIED

T HE Provide a S OLUTION stand-alone email marketing S TATEMENT content management system that streamlines the development and testing process so designers can perform end-to-end testing independently. 13 April April S OLUTION I DENTIFIED 9, 2013 9, 2013

B ACKGROUND R ICHARD T RUCHANOWICZ 14 April 9, 2013

W HY E MAIL Has it not been replaced in the realm of modern M ARKETING ? communication by: texting instant messaging tweeting wall posting blogging pinning checking in yelping etc… etc... 15 April April P ROBLEM H ISTORICALLY D EFINED 9, 2013 9, 2013

? E MAIL I S … 16 April 9, 2013 P ROBLEM H ISTORICALLY D EFINED

…A BUNDANT ! Worldwide Email Accounts in Millions SOURCE : The Radicati Group, Inc - Email Market, 2012-2016 4500 4000 3500 3000 2500 2000 1500 1000 500 0 2012 2013 2014 2015 2016 17 April 9, 2013 P ROBLEM H ISTORICALLY D EFINED

…C HECKED O FTEN ! Once 4+ per SOURCE : Merkle, “View from the Digital Inbox” times 31% week or daily less 26% 32% 1-3 2-6 11% times times daily per week 18 April 9, 2013 P ROBLEM H ISTORICALLY D EFINED

…A G OOD I NVESTMENT ! 4000% ROI PER DOLLAR SPENT $45 $40 SOURCE : SOS Emarketing November 15, 2011 $35 $30 $25 $20 $15 $10 $5 $0 M ARKETING C HANNEL 19 April 9, 2013 P ROBLEM H ISTORICALLY D EFINED

…B IG B USINESS ! SOURCE : The Radicati Group, Inc - Email Market, 2012-2016 $1.3 Billion Spent on Email Marketing in 2012 20 April 9, 2013 P ROBLEM H ISTORICALLY D EFINED

…S TILL G ROWING ! 2012 P ROJECTIONS SOURCE : 2011 Marketing Sherpa Email Marketing Benchmark Survey Increase more than 30% 19% Increase 10% to 30% 32% Increase less than 10% 16% 2012 will stay the same as 2011 22% 97% of companies Decrease less than 10% 1% expected increase or Decrease 10% to 30% 1% maintain their email marketing budgets Decrease more than 30% 1% 21 April 9, 2013 P ROBLEM H ISTORICALLY D EFINED

P ROCESS A NALYSIS R ICHARD T RUCHANOWICZ 22 April 9, 2013

C URRENT P ROCESS C REATE A PPROVE S END MARKETING A SSETS NO A SSETS YES NO YES C AMPAIGN A SSETS FOR A PPROVAL TO A PPROVED A PPROVED ? ? C ONCEPT T ESTING O PERATIONS B RIEF C REATIVE YES A GENCY T ESTS NO P ASSED ? CREATIVE AGENCY M AKE G ENERATE S END TO C ORRECTIONS C AMPAIGN M ARKETING E VALUATE T EST A SSETS FOR R EVIEW E MAILS I N A LL E MAIL C LIENTS U PLOAD I MAGES L OAD A SSETS INTO S END T EST TO CDN O UTBOUND T OOL E MAILS OPERATIONS D ISPATCH E MAIL TO R EPORT R ESULTS TO C OLLECT A NALYTICS M AILING L ISTS M ARKETING 23 April 9, 2013 C URRENT P ROCESS

G OAL Streamline the email testing process to enable rapid iteration on designs. 24 April 9, 2013 S OLUTION G OALS

O BJECTIVES AUTOMATE: -version control -approval process -uploading of content -distribution of test emails -generation of preview images 25 April 9, 2013 O BJECTIVES I DENTIFIED

P ROPOSED P ROCESS MARKETING C REATE S END A SSETS YES NO C AMPAIGN A PPROVAL TO A PPROVED ? C ONCEPT O PERATIONS B RIEF YES C REATIVE T EAM NO M AKE T ESTS C ORRECTIONS P ASSED ? G ENERATE CREATIVE AGENCY C AMPAIGN E VALUATE A SSETS T EST E MAILS I N A LL E MAIL C LIENTS U PLOAD S END T EST C ONTENT INTO E MAILS E M V I OPERATIONS D ISPATCH E MAIL TO R EPORT R ESULTS TO C OLLECT A NALYTICS M AILING L ISTS M ARKETING 26 April 9, 2013 I MPROVED P ROCESS I DENTIFIED

C OMPETITION T AMARA J ONES 27 April 9, 2013

C OMPETITION M ATRIX E M V I L ITMUS E XACT T ARGET D RUPAL E MAIL C AMPAIGN C REATION X X X C USTOMIZABLE X X D OWNLOADABLE X X E-M AIL T ESTING C APABILITY X X W EB B ASED X X X X C ONTENT M ANAGEMENT S YSTEM X X C ONTENT D ISTRIBUTION N ETWORK I NTEGRATION X X X (I MAGE H OSTING ) $49 a Usage month M ONTHLY P RICING O PTIONS Free Free Dependent per user 28 April C OMPETITION I DENTIFIED 9, 2013

F EATURE M ATRIX F EATURE I NCLUDED V IA API API( S ) S UPPORTED Version Control Yes No Access Control Yes No Approval Tracking Yes No Preview Across Email Clients Yes Yes Litmus or EOA Upload Images to CDNs Yes Yes AWS, Akamai, Azure Upload HTML and Text Docs Yes No Send Text Email to List Yes No Send Multipart Email to List Yes No Template Based Creation TBD No Edit HTML and Text Docs TBD No Image Editing No No Upload Target Email List No No Send Email Campaign No No Track Email Campaign No No 29 29 April April Email Metrics No No 9, 2013 9, 2013

C OMPONENT A NALYSIS T AMARA J ONES 30 April 9, 2013

MFCD CDN (i.e. Azure) D EPLOYMENT (i.e. Exact Target) API E M V I • Authentication R ENDERING CMS • Storage API T ESTS • Workflow (i.e. Drupal) (i.e. Litmus) • Send Email to Test List UI UI D ESKTOP A PPS In Scope (i.e. Photoshop, Manual Dreamweaver) 31 April 9, 2013 C OMPONENTS

M ILESTONES C HRIS D ASHIELL 32 April 9, 2013

H IGH L EVEL O VERVIEW EMVI Third Software Hardware Party 33 April M ILESTONES 9, 2013

H ARDWARE Hardware Development Servers Machines 34 April M ILESTONES 9, 2013