Migration between systems

Transcription

1 Migration between systems 360 graders digital strategi og eksekvering Insights on moving from Responsys to Agillic. Considerations, the pitfalls and solutions.

2 Allan Jørgensen Digital strategy, tactics and execution. Web2Media Web2Media Ent. WakeupData Chairman 1 wife + 1 house + 2 kids >= 3 companies Dba.dk / Ebay Boligportal.dk EnGodSag.dk / agoodcause.com Bearleague.com 2

3 Some of our friends +150 of our digital minded clients

4 Case based Our task was to migrate 100+ flows from Egmont s current system Responsys and move them into Agillic, ensure data flows would proceed and be improved in the process. Furthermore and more importantly to ensure the right strategy, improve the baseline, and scope the future roadmap and quick-wins. 4

5 We start with the conclusion Step by step guide when migrating to Agillic 1. Identified the needs and goals for the new setup 2. Identify the current marketing automation setup 3. Scope the project 4. Spring cleaning now is the chance to clean up! 5. Have a proper data strategy (system integration, data models, data flows) 6. Never start without a naming convention! 7. Migrate current data 8. Build the new flows, segments, s, 9. Test the new system 5

6 Break down the silos Identified the needs and goals What are the overall goals for the project? How do we measure success set up macro and micro goals for the system (no. leads, CPA etc.) Invite relevant stakeholders: explain them about the possibilities and get their input to the project. Having success with an MA system involves lots of departments don t forget them, they can be key to success! (IT, Sales, Marketing, SoMe). 6

7 Agillic gives great possibilities for Omnichannel! Think about how to take advantage of this!

8 Identify the current marketing automation setup 1. Map out all the systems that are currently integrating with your MA system. 2. What are the data flows between the system, who is the master of this data? 3. Export all contact data from the old system look at the data one by one and discuss what to do with it - contact fields (name, , birthday etc.) - contact behavior (open rates, unsubscriptions, hard-bounces, etc.) - Segments (target groups) and lists which each contact belongs to. - Permission data (date for permission, permission text, permission group etc.) 4. Export all flows and s (if possible) otherwise write them down so you have the overview 5. Interview all relevant people to gather as much information as needed (especially hands-on people with the old system) 6. Have a visual overview of this makes it so much easier. 8

9 Data flow example

10 Scoping the project Stuff not to migrate? (flows, system integration, s) that you don t want to migrate execute only on the relevant areas. Do you want to migrate 1-1 (to start), or do you want to completely change the current setup? (we did the most important flows 1-1 and then thought of new flows/integrations afterwards) Are you happy with the design and tone of voice, or should this also be a part of the project? Specify all relevant flows and system integrations into tasks and set up a time and current value on these. Create a prioritized list of tasks based on value and time. Key insight: Consider TIME as well as VALUE when prioritizing. Use this list to plan and scope your project. 10

11 Breaking down the project Task Time Value Winback flow Low High Newsletter mails Low High Integration to Faceook Lead Ad Low High Credit card expire flow Medium Medium Abandon basket flow Medium Low Integration to External discount system High Medium 11

12 Spring cleaning Now is the time to clean up! We would not recommend migrating 1-1 from one system to Agillic. Think instead of what flows makes sense and what type of contacts that makes sense to have. When building new flows this is also a good idea to try out different things. 12

13 Have a proper data strategy (system integration, data models, data flows) It s very important that you have an aligned agreement and documentation on how the new data setup should be used. This is best done by thinking about the future strategy and use cases and see what data are needed to support these 13

14 Data strategy considerations Which system should own the data? How are data synced between the system and how often should it be synced real-time, intervals, combi? (Price data is crucial). What data models should you use in Agillic for the different kinds of data? Do you need a 1 to many database or a flat database? What segments/target groups do you need? Look at your current segments but also the future segments. Do you have the data to support your segments? What system should do the data consolidation and data calculation? Example: If you have a recommendation engine, should this data be calculated and fed into Agillic, or should Agillic be the engine? 14

15 Never start without a naming convention! One of the big pains we always emphasize the importance of! Start small but document big. 15

16 Country Branch Vertical Segment/Persona Action/Goal Naming conventions you ll need to have Naming conventions are highly different from each domain, but a general rule is to start the name with the highest level, i.e. if you have different countries start with a country code in the name. A good naming convention will greatly improve the speed working with the system! Search is a big part of the navigation, and without a good naming convention it s useless. Have a webpage or a document where all the rules and examples are linkable. So that if you should start building a flow, you can click and see how you should name this. Because a lot of different files and flows can be called and referred to different places in Agillic, it s really important to have this straight! 16

17 Naming conventions you ll need to have 1. Flows SMS 4. Target groups/segments 5. File names 6. Folder names 7. Personal data 8. Data fields 9. UTM tracking 17

18 Live example with multiple brands, a lot of campaigns, flows - and thus are highly dependent on a strict naming convention Very important that you know this belongs to this brand. This is a welcome flow and (1) indicates this is the first in the flow. What type of mail is this? Is it a one off mail, winback, welcome, newsletter? With this naming you can easily search all welcome mails from Euroman. euroman_welcome_plus_confirmation (1) Vs confirmation mail plus campaign Describe what the is about. What type campaign does this belongs too? 18

19 Folder structure is also essential to keep a smooth marketing automation system folder Brands type Automation s segmented into folders 19

20 Migrate current data Have a backup of all the data from the old system. Go through each data fields and map them into Agillic. Consider what data model that you want to use. Remember that there are a lot of behavior data that are important to transfer also (open rates, click rates, buying history, pages visited, etc.) Which and what type of permissions do you have in the old system, do you need more permissions in the new system? Consider not migrating inactive users to make sure deliverability will be good when moving to Agillic 20

21 Important - go through each field! We highly recommend involving both developer and business to this exercise.

22 Classic pitfalls migrating data 1. Forget to migrate the right permissions (not an easy task if you have a lot of leads from different sources gathered for years). 2. Migrate irrelevant contacts that have either hard bounced or unsubscribed (important data to export to the new system). 3. Misunderstanding when mapping segments in the new system to the old system, so you end up with a segment structure with no value. 4. Purchase history goes wrong. 22

23 Contact Convertr Map each data field 1-1 Import real-time / delay / one off Empower marketing and business (not development). 23

24 Build the new flows, segments, s It is very important that you start out with small sprint when migrating a lot of flows. This will give you an idea on whether the estimate you have been given actually matches the speed. There are a lot of things that can complicate the process and when shifting in bulks you can easier estimate the speed and timing of the full transformation. Remember to consider a good template first how much logic should this has.. 24

25 Migrate your platform using agile development processes 25

26 Running transition (if possible) Having two systems in a short period (1-2 months) testing and slowly shifting We would recommend having the old marketing running sideways while slowly migrating all the flows. This gives the possibility to build flows, check the target groups contact and see if they match. Furthermore, you can compare data before and after to see if you match anything. Timing is everything! 26

27 The tool stack A few examples of a tool stack that can help We call it Digital Lifehacks 27

28 Qbuildr Create dynamic content without development. Minimize cost Increase effectiveness and present up-todate landing pages and s before, under and after migration 28

29 Qbuildr+ Flyer From physical Flyer to Digital real-time and dynamic Flyer (PDF not welcome) 29

30 Contact Convertr Map each data field 1-1 Import real-time / delay / one off Empower marketing and business (not development) 30

31 Digital cockpit Your data report is xxxx fantastic. It is what I have been missing in the past 8 yeasrs I have run online shops. It is outstanding! The Digital Cockpit presents the right foundation for decisions around your digital presence across all your channels! Do not limit yourself to looking into Google Analytics, AdWords, Facebook, and/or CRM system but combine them all into one Digital Cockpit.

32 Questions? And a freebee: aj@web2media.dk 32