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7. What do you need from email?

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20. Available ERP Data
Use sale transaction data to bring new company
dimensions: profitability, topline revenue, and
product volume
Most ERPs have cubes – predefined datasets for
reporting
Rich data available: date of sale, total invoice,
product code, product grouping, sales rep,
customer billing contact, discounts applied

21. New Dimensions
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Profitability by sales rep and/or product
Product Groups
Product Volume
Sales Reps
Discounts by product and/or rep

22. Advanced KPIs
 Profitability by campaign by region
 Discounts by campaign by region
 Percent of corporate profits and/or products
by campaign
 Most profitable products by email campaign
 Predictive profitability by campaign

23. Advanced KPIs

24. Advanced Segmentation
Campaigns by least/most profitable customer
 Select all customers where margin is above 40% and zip code
equals 27502 – 27600
Campaigns by most/least profitable products by customers
within a demographic
 “Select all customers where margins on beds is less than 5%
within zip code 27502”
 Send them a campaign for 40% margin headboards!
Campaigns by most/lease total spend customers within a
demographic
 "Select all customers who have spent less than $3000 on all
product groups in the last 6 months within 27502."

25. Advanced Segmentation

26. Where Do I Start?
 Establish a key between email and ERP
 Ensure ERP sale transaction record has
Campaign field
 Online Key Setup
 Ensure Campaign is passed from email to shopping cart to
ERP record
 Enable integration of clicks and opens with ERP system automated import – added to customer records
 Offline Key Setup – Provide email Messages for
Campaigns to call center, enter at time of sale

27. Where Do I Start? - Continued
Get Your IT Team Onboard:
 Ask ERP admin to add field with Campaign name to sale transaction
record
 Ask ERP admin to add fields for clicks and opens to customer record
 Hire a consultant familiar with your ERP to import standard ERP sales
cubes into your database
 Hire a consultant familiar with your ERP to “push” clicks and opens
into the ERP
 Hire out the BI vendor PS team or another consultant to build the data
model and initial reports for ERP data
 Request training on how to make AD HOC reports
These types of projects run $50K - $100K