TouchPoint is MarketWide’s Campaign Management application. It lets you design and manage automated B-B or B-C multi-channel marketing campaigns. It is a very powerful program, capable of running campaigns with hundreds – or even thousands – of segments against very large databases, making a single pass per campaign. Each segment is assigned a unique segment code (or “keycode”), and output can be directed to various channels such as direct mail, catalog, email, telemarketing, text messaging, and Facebook. Features exist for householding, max-per-site, suppressions, test/control groups, splits and NTHs, and other critical marketing functions. Finally, every customer and prospect selected by a TouchPoint campaign is written into a robust set of Promotion History tables, along with necessary campaign metadata to let you keep track of who’s being marketed to and what’s being offered.
First Time Use
Before you can run your first TouchPoint campaign, the following pieces need to be in place:
Promotion history tables
Solicit Templates (one per channel)
General Steps for Running a Campaign
- Create your segmentation logic.
This is done on the TouchPoint Criteria tab and is usually the most involved part of the campaign process. Segmentation logic determines who is selected by the campaign. Any number of segments can be created, and commonly used segments can be saved to a public library where they can be shared with other marketing users. Additionally, input tables can be filtered and excludes can be applied
- Review the waterfall counts, constrain as needed, and assign keycodes and other tracking codes
After your campaign is submitted, the selection process takes place and counts get generated for each segment. This is often an iterative process, where counts are reviewed, and adjustments are made. Once you’re happy with the results, you can optionally create Constraints to limit the number of pieces per household or location, and enter or paste keycodes and other tracking codes for each output segment.
- Design and run your MarketFlow.
This step is where you decide what to do with the customers and prospects selected by your campaign, along with when, where and how to market to them. TouchPoint provides a powerful set of MarketFlow features for splitting, NTH-ing, branching, test/control groups, winner/challenger groups, and generating any combination of output files, emails, text messages, and so on. A campaign MarketFlow can be as simple as generating a single mail file or an email deployment, or it can run over a period of days or weeks, generating output files and/or email and waiting a given time interval or for events to occur before continuing to subsequent steps. At any time, consumers who respond to an offer or opt out of further communication can be suppressed. MarketFlow automatically updates promotion history whenever consumers are output to any communication channel, known as a Touch.