Análisis de Tesis

Colegio Suizo Américano

4to. Bachillerato

Adrián Alfonso Escobar 27 Mayo

Vásquez 2020
Ericsson Internal | 2018-02-21
The Ericsson customer journey

See Think Do Share

“I’m looking for inspiration.” “I’m actively looking and likely to buy “I’m ready and “It’s a very valuable partnership
Customer “I don’t know what I need.” a solution soon.” willing to buy.”  for us”
journey “I’m not quite ready to buy now.” “I’m happy to be a reference”
phases

Ericsson Internal | 2018-02-21

Campaign management and optimization
framework
1 Campaign strategy, planning and analysis

2 Campaign development and execution

1

3 Content development

4 2
Data
4 Response capture and reporting
6

5 Advanced analytics
3

6 Business and data analysis

Application Maintenance 7 Marketing resource management

Ericsson Internal | 2018-02-21

Program types

There are four types of program in Marketo: Email Engagement

— Email: Used for classic batch and blast emails
with a simple interface and reporting dashboard
— Engagement: Used for nurturing initiatives
— Event: Used to coordinate, facilitate, and track
your online and offline events Program
— Default: If your marketing initiative does not types
meet the criteria for the other 3 program types
above, use the Default Program.

Event Default

Ericsson Internal | 2018-02-21

Measure and optimize campaign performance
through a structured process
1 Define objectives Every campaign process must start with a definition
of objectives – what exactly are we trying to achieve
with this campaign. 6 1
2 Identify KPIs along Every objective must be broken down into KPIs
the customer along the decision making process (customer Campaign strategy 2
journey journey) in order to define benchmarks and and planning
measure the performance of campaign elements.
3
Map target Map out the traffic sources that will feed contacts
audience and to the marketing process, divided into traffic Campaign
3 traffic sources sources: owned audience, earned audience, paid design 4
audience.
Identify conversion Break the campaign flows down touchpoint by
rate touchpoint and apply an average conversion rate to Campaign
per touchpoint each interaction point. execution
4 Content
Calculate total Define the total conversion targets by adding all the 5 development
conversion targets traffic and campaign types in the end.
Iteration and Measure and follow up actuals and identify key
5 continuous success factors and improvement areas. Feed back
learning to campaign planning through continuous learning
measures and sharing of best practices.
6

Ericsson Internal | 2018-02-21