EmViEmail Content Management System CS 410 Orange Team www.cs.odu.edu/~410yello/
1-4 5-11 12 13 14-21 22-23 24-25 26 27-29 30-31 32-38 39-43 44-51 52-57 58 59 Introduction Case Study Problem Statement Solution Statement Historical Background Current Process Goals and Objectives Improved Process Competition Component Analysis Milestones Database Structure User Interface Risks Conclusion References OUTLINE
Development lead for email marketing systems • Internal clients include Bing, MSN and Hotmail • ODU computer science undergraduate since 2008 Case StudyKeith Walsh
Microsoft Case Study • Case Study Identified Marketing Department • Takes direction from company executives • Responsible for meeting engagement metrics Advertising Agency • Hired by Marketing • Consults on strategy and analysis • Specializes in creating beautiful HTML content Data Operations • Responsible for safe-handling of customer data • Queries big databases to extract mailing lists • Sends campaigns from on-premise CRM tool • Provides post-campaign metrics and analysis
Case Study Identified • Microsoft Case Study RACI Chart • Tasks are listed in sequence. • Marketing is always accountable to a higher power when it is responsible for a task. • Each time responsibility is transferred, a delay occurs. Responsible Accountable Consulted Informed
Case Study Identified • Microsoft Case Study Mismatch • Testing requires that all content tasks be completed. • However, content tasks are split across two teams. • Because these two tasks are not core Operations functions, they have been assigned to a team in another time zone, further slowing the pace. Responsible Accountable Consulted Informed
Case Study Identified • Microsoft Case Study Improvement • Shifting responsibility for all content related tasks to Agency would… • Save time. • Reduce errors. • But…is there an app for that? R I R R I R Responsible Accountable Consulted Informed
Case Study Identified • Microsoft Case Study • Testing Complexity Browsers: Chrome Firefox Internet Explorer Opera Safari Versions: 4, 4S, 5 2000, 2003,…,2013 Jelly Bean, ICS Operating Systems: Windows Android OS X ETC! Clients: Android AOL Apple Mail Blackberry Gmail Hotmail iPad iPhone Lotus Outlook Outlook.com Thunderbird Yahoo Windows Phone ETC!
Case Study Identified • Microsoft Case Study • Testing Significance Correct Rendering - Outlook Apology – Wrong Content Incorrect Rendering – Lotus Notes Apology – Broken Links
The Problem Statement • The process • of creating • email content and testing across all emails clients is time consuming and complicated. • Problem Identified
The SolutionStatement • Provide a • stand-alone • email marketing content management system that streamlines the development and testing process so designers can perform end-to-end testing independently. • Solution Identified
Why Email Marketing? Has it not been replaced in the realm of modern communication by: texting instant messaging tweeting wall posting blogging pinning checking in yelping etc… etc... • Problem Historically Defined
Problem Historically Defined Email Is… ?
Problem Historically Defined • SOURCE: The Radicati Group, Inc - Email Market, 2012-2016 …Abundant!
Problem Historically Defined • SOURCE: Merkle, “View from the Digital Inbox” Email Users… …Checked Often!
Problem Historically Defined • SOURCE: SOS Emarketing November 15, 2011 …A Good Investment! 4000%
Problem Historically Defined • SOURCE: The Radicati Group, Inc - Email Market, 2012-2016 …Big Business! $1.3 Billion Spent on Email Marketing in 2012
97%of companies expected increaseor maintain their email marketing budgets • Problem Historically Defined • SOURCE: 2011 Marketing Sherpa Email Marketing Benchmark Survey …Still Growing! 2012 Projections
NO Current Process MARKETING MARKETING NO YES NO YES Assets Approved? Create Campaign Concept Approve Assets for Testing Assets Approved? Send Approval to Operations Brief CreativeAgency YES Tests Passed? CREATIVE AGENCY CREATIVE AGENCY Make Corrections Generate Campaign Assets Send to Marketing for Review Evaluate Test Emails In All Email Clients Upload Images to CDN Load Assets into Outbound Tool Send Test Emails OPERATIONS OPERATIONS Dispatch Email to Mailing Lists Collect Analytics Report Results to Marketing Current Process
Goal • Solution Goals Streamline the email testing process to enable rapid iteration on designs.
Objectives • Objectives Identified • AUTOMATE: • -version control • -approval process • -uploading of content • -distribution of test emails • -generation of preview images
Proposed Process NO YES MARKETING Send Approval to Operations Create Campaign Concept Assets Approved? YES Brief Creative Team NO Tests Passed? Make Corrections Generate Campaign Assets CREATIVE AGENCY Evaluate Test Emails In All Email Clients Upload Content into EmVi Send Test Emails OPERATIONS Dispatch Email to Mailing Lists Collect Analytics Report Results to Marketing Improved Process Identified
Competition Matrix Competition Identified
30 • Feature Matrix
MFCD • Components CDN (i.e. Azure) Deployment (i.e. Exact Target) API • Authentication • Storage • Workflow • Send Email to Test List • EmVi Rendering Tests (i.e. Litmus) CMS (i.e. Drupal) API UI UI Desktop Apps (i.e. Photoshop, Dreamweaver) In Scope Manual
High Level Overview • Milestones EMVI Hardware Software Third Party
Hardware • Milestones Hardware Servers Development Machines
3rd Party Software • Milestones Third Party CDN and Test Renderer via API Database Engine Play Framework
Web Server • Milestones Software Web Server Interface with Third Party API Database Graphical User Interface Public API Webpage Logic Database Interface Email SMTP Interface Access Control System
Sitemap • Site Overview
API Interfaces • Milestones Software Web Server Database Graphical User Interface Interface with Third Party API CDN Email Preview Renderer
Database • Milestones Software Web Server Interface with Third Party API Database Graphical User Interface Access Control Schema Version Control Data Schema
Database Schema • Database
Campaign ERD • Database CampaignID, VerID, StartDate, EndDate, CStatusID, StatusDate, UID has Campaign Campaign Email CEmailID, CampaignID, EMailAddress has has has Campaign Versions Images Campaign Owners VerID, CampaignID, CampaignURL, VersionDate, CurrentVer ImagesID, CampaignID, Name, URL, Tag COwnerID, CampaignID
User ERD • Database UID, LocID, Fname, MI, Lname, UserName, Email, PhNum, Pass, Status, RoleID has User Role RoleID, RoleName has Location LocID, Street, City, State, Zip, PhNum
GUI • Milestones Software Web Server Graphical User Interface Interface with Third Party API Database Login Page Admin Page Email Preview Page Approval Page Creator Page Sender Page
Login Page • Web User Interface EmVi EmVi www.EmVi.com Login
Registration Email • Web User Interface Gmail gmail.google.com
Admin Role UI • Web User Interface Administrator www.EmVi.com/admin EmVi Admin Signed in as David. Your role is Admin. Account Maintenance Account Management Add User Account Campaign Management -Account Maintenance -View Active Campaigns -Check Status Previews Approver Creator Admin Admin Add -Preview Campaigns Modify User Account User Tools -Home -Logout Update Remove Update Remove Update Remove Update Remove
Creator Role UI • Web User Interface Creator www.EmVi.com/creator EmVi Creator Signed in as Joe. Your role is Creator. Campaign Creation Settings Campaign Setup New Campaign Previews -Preview Campaign -Create Campaign -Campaign Search -Images Campaign Name: Submission Start Date: -Submit For Approval -Check Status End Date: User Tools -Home -Logout Owner: Submit