& Cross-Channel Customer Engagement RFP Guide

Transcription

1 & Cross-Channel Customer Engagement RFP Guide

2 Customer Engagement in a Perpetually Connected World Today s perpetually connected customer is interacting with your brand through digital, mobile & social channels, leaving behind rich trails of behavioral data. Customers are expecting brands to deliver 1:1 personalization, based on recent & historical behavior, in a consistent manner across all platforms. As a result, the nature of customer engagement marketing has changed dramatically over the past few years. For the modern marketer, being good at marketing is no longer enough; instead you need to be able to engage customers across a journey that might span websites, & mobile apps. Newsletters, sent at a fixed time to every customer, are producing diminishing returns; instead you need to trigger communications based on customer behavior. Finally, it s no longer sufficient to send the same content to every user; instead you must meet customer expectations with 1:1 Recommendations. Preparing Your Request for Proposal: 100 Questions Modern marketing organizations must invest in technology solutions whose vision and capabilities are aligned with today s needs. To assist with this, we have organized the various capabilities you need to evaluate into the following categories, with an extensive list of 100 questions from these categories: Company Overview Cross-channel customer identity Customer segmentation Personalization & Dynamic content Machine learning & 1:1 Recommendations Cross-channel campaign execution Day-to-Day Campaign Operations Metrics & Reporting Data Management APIs & Webhooks Templates & Creatives Integrations with 3 rd party systems Enterprise Capabilities Support & Customer Success Data Privacy & Security

3 Company Overview 1. Tell us about your company s background and history. 2. Describe your global presence. 3. List your primary points of differentiation from competitors. 4. List your primary customers. Cross-channel customer identity 5. Does the solution provide a consolidated view of each customer s identity on different channels: address, mobile device tokens, phone numbers, addresses, and identities on 3 rd party ecosystems like Facebook & Display Retargeting? 6. Does the solution maintain un-subscribe or opt-out information for each channel? 7. Is the solution capable of identity resolution between known & anonymous user data? 8. Does the solution automatically append relevant data like location & gender based on raw data like IP address, lat/long or first name? Customer Segmentation 9. Does the system offer an ability to target based on website behavior? 10. Does the system offer an ability to target based on mobile app behavior? 11. Does the system offer an ability to target based on previous engagement with s & notifications, e.g. opens/clicks, users who consistently do not open etc.? 12. Does the system offer an ability to target based on user attributes? 13. Does the system offer predictive segmentation? 14. Can segments be created using a visual interface? 15. Does segment creation require knowledge of SQL or any query knowledge? 16. Do segments refresh automatically with new data coming in? How often do segments refresh? Dynamic Content & Personalization 17. What forms of dynamic content are available in your system? 18. Can every user attribute be used as dynamic content? 19. Can every event attribute be used as dynamic content? 20. Do you support dynamic subject lines? 21. Do you support filters & conditional logic in & mobile templates? Machine Learning & 1:1 Recommendations 22. Are unique recommendations available for every user? Is this a native capability or through a partnership/ additional integration? 23. How are recommendations generated by your system? 24. What forms of recommendations are available? 25. Describe how recommendations can be deployed in Describe how recommendations can be deployed in mobile app push notifications.

4 27. Describe how recommendations can be deployed on websites. 28. What kind of latency can we expect for website recommendations? 29. Can we import recommendations from our in-house team? If yes, describe how. 30. Can we combine multiple types of recommendations into 1 , with some recommendation blocks coming from our team? If yes, describe how. 31. Does your solution offer a visual studio to preview recommendations and add filters? 32. Does your solution offer predictive scoring on customer actions? What scores are available? 33. What kind of analytics do you offer to understand the predictive scores? 34. How often are scores updated? Cross-channel campaign execution 35. Does your solution provide visual journey-mapping across all channels? 36. What kind of ability do you have to schedule messages? 37. Can the trigger and drip campaigns be configured both within your UI and via your API? 38. Please list the different methods of triggering a campaign. Are you able to trigger automated messaging based on customer actions ( opt-in, changes in preferences, online requests, online, purchases or other actions)? 39. Do you offer the ability to schedule recurring campaigns in your interface? Can these campaigns be paused and rescheduled if needed? 40. Describe your capabilities around lifecycle marketing programs. 41. Are you able to create smart retargeting campaigns based on the user s interaction with the or push message, as well as website and mobile app interactions? 42. Does your solution offer a fatigue model, or message limits per user? Are these limits set at a campaign level, or at an account level? 43. What kind of a/b testing capabilities are included? 44. Do you offer segment split testing? 45. Does your solution provide support for day-parting, i.e. limiting triggered messages to go out only on certain days and times? Day-to-Day Campaign Operations 46. What speeds should we expect for deployment? 47. Does dynamic content slow down the mailing deployment time? 48. Describe your application's QA processes/tools for campaigns. 49. For s, can you preview the inbox before deployment, for various clients? 50. For mobile push notifications, can you preview the notification on ios and Android? 51. How long does it take to import large files of customer attributes? Metrics & Reporting 52. Do you have a unified dashboard for campaigns across all channels? 53. Are conversion metrics tracked in addition to opens & clicks? How flexible is the conversion tracking? 54. What kind of deliverability related metrics are available for s?

5 55. Are your dashboards customizable based on each customer s unique metrics? 56. Is your campaign reporting real-time? If not, how much of a time lag is expected in reports? 57. What kind of reporting is available for multi-step drop drip series or multi-step crosschannel campaigns? 58. Describe how A/B tests are analyzed. Do you calculate statistical significance? 59. Do you offer link click tracking for s? 60. Do you have a reporting hub with the ability to schedule reports? 61. What kind of attribution models are offered for conversion tracking? 62. What reporting is available for mobile app push notifications? Do you track app uninstalls? 63. Do you provide click tracking for SMS campaigns? Data Management 64. How flexible is your data schema? Do we need to perform any schema mapping before loading data into your system? 65. Do you offer mobile SDKs for capturing mobile app behavioral data? 66. What historical data can we import into your system? 67. What are your data storage limitations? Do you charge for data storage? 68. What are the maximum number of attributes / variables we can store on a reader? 69. How is data stored and who has access to it? Do you share data across your customer base? 70. Are there limitations to how far back we can access and use our subscriber data for marketing campaigns? 71. Can we import CSV files? Describe your interface for importing files. 72. Can we export campaign data at a user level? APIs & Webhooks 73. Share the link to your API documentation 74. Do you offer APIs for importing event data & customer attributes? 75. Do you offer APIs for creating templates? 76. Do you offer APIs for tracking campaign performance at a user level? 77. Do you offer APIs for recommendations & predictive scores? 78. Do you offer Webhooks for tracking campaign activity in real-time at a user level? Templates & Creatives 79. What support do you offer for mobile responsive templates? 80. Does your platform provide a WYSIWYG editor for creating and editing s? 81. Do you support mobile app rich push notifications with images? 82. If you offer an SDK, does the SDK come pre-loaded with push notification templates? 83. How are creatives personalized? Do you use a template language? 84. Can non-technical marketers build personalized creatives in your system?

6 85. Can your system automatically append analytics parameters (e.g. UTM parameters) to each link? Integrations with 3 rd party systems 86. Please list any supported integrations to other CRM systems or service providers. Enterprise Capabilities 87. How do user management, permissions and approvals work in your platform? 88. Does your system offer support for multiple websites or apps to be linked with 1 account? 89. Does your system maintain an audit trail of every change? 90. Do you provide continuous uptime monitoring? 91. Do you provide detailed documentation? If yes, provide the link to your documentation. Support & Customer Success 92. Do you provide account management support? 93. If yes, how do you assign account management teams to customers? 94. Do you offer creative development services? 95. Do you collect and share client benchmark data with any customers? if yes, by industry/sub-vertical/etc.? 96. Provide three customer testimonials. Data Privacy & Security 97. Outline the steps you take to respect customer privacy. 98. Does your application have multi-factor authentication? 99. What data security or privacy certifications do you have? 100. Describe any security system audit that you have.