Sales & Marketing Alignment: How to Synergize for Success
XMPie Integration
1. XMPie Simple and Complex Tools for: Integration Into Web Portals, Document Engine and e-mail Marketing Paul Murphy Regional Sales Manager [email_address]
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3. Components of Personalization Data The recipient profiles Design Templates Print, web, email, SMS… Logic variables, rules, actions <Offer> := If (gender=“m” and age<50) then “ Charger” Else “ Headset” Name Gender Age Christopher M 42 Jane F 37
5. Workflow : From briefing to printing & beyond Phone Chart Brief/Project Doc uProduce Production Design uCreate uDirect VPS, VIPP, PPML/PS, PPML/VDX & PDF, PS ICP APIs Web/Mobile Logic/Rules uPlan
6. XMPie Software Solution Cross Media SQL 2005 Server Marketing Console Web to Print File Server uStore
7. Current State… Multiple tools, multiple workflows, … Push “Replies” Back to Web Data Variable Data Print Workflow Adding Web to Print Web to Print Personalization Engine Adding Personalized Web Portal Push PURL back to Customer Data Web Design Data For Web Web Personalization Engine Convert and Transfer Customer Data Print Design VDP Personalization Engine Web to Print Template Design
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12. ADOR: Automatic Dynamic Object Replacement Customer Database ADOR Page Designs (Print, e-mail, web, mobile) John 123 Main Street Free headset Sally 22 East Road ½ Off Charger Designer uCreate
14. ADOR: Automatic Dynamic Object Replacement Customer Database ADOR Page Designs (Print, e-mail, web, mobile) uProduce Server InDesign Websites File Server Production uProduce Dashboard Email Mobile Web Print Web Storefront Portal
15. XMPie — One-to-One in One Variable Data Print Web, Email and Mobile Personalized Web-to-Print
16. Components of Personalization Data The recipient profiles Design Templates Print, web, email, SMS… Logic variables, rules, actions <Offer> := If (gender=“m” and age<50) then “ Charger” Else “ Headset” Name Gender Age Christopher M 42 Jane F 37
21. Touch point A – Personalized Printed Postcard (Outbound) - Female / 35-40 Direct Mail Postcard personalized by gender and age with uImage effect on name Touch point B: follow-up email ( outbound) Touch point C: RURL (Interactive) Touch point D: Refer-a-Friend Refer –a-friend and get 2 months free membership Elixia: Cross-Media Campaign Components - Female
22. Touch point A – Personalized Printed Postcard (Outbound) – Male / 30-35 Direct Mail Postcard personalized by gender and age with uImage effect on name Touch point B: follow-up email ( outbound) Touch point C: RURL (Interactive) Touch point D: Refer-a-Friend Refer –a-friend and get 2 months free membership Elixia: Cross-Media Campaign Components - Male
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24. A Host of HTML Growth Opportunities Print Email Response URL Order Confirmation Refer A Friend Customer Survey Campaign Tracking
25. XMPie Resources and Services — A Fast Start Program for Success Marketplace Online Library Easy To Use Cross-media Campaign Templates Professional Services and Specialized Training Program
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Editor's Notes
To help you succeed and turn communications into conversations, you need a solution that can provide: One platform for all channels – print, Web, email, mobile One platform for all work functions – data, creative, production and measurement One set of business rules used to drive all variable content in all media Adobe platform support for the gold standard of creativity and flexibility in design. Automatic tracking and reporting of actions and events – in real time. Bi-directional, ongoing communications with ability to capture information, update the database, and use this intelligence for communicating the next phase of the campaign. And XMPie is uniquely positioned to provide you with all of this in one robust, integrated, scalable solution.
Modularity, Specialization, and Collaboration enable a highly concurrent workflow that matches very nicely the implementation workflow of one-to-one publishing campaigns – at Enterprises, Agencies, Printers, and other Marketing Service providers. The planner can start working with the data and the business rules at the same time the designer can start working on the design. All along the process team members can use the uProduce to place working documents for testing and ultimately the completed documents are used for production to the variable print streams or dynamic web documents. uCreate and/or uDirect Professional (InDesign Plug-ins) both allow the designer to start the logic as well by linking a database. This capability can permit the designer to create simple variable jobs and upload them to the uProduce as one exported file. Or if the logic has become more complex than it started out to be, the design can easily be converted from linking to the database with simple rules to linking to a plan file. The plan can then be edited in uPlan to be completed. The uDirect Standard & Studio versions allow production of variable output from their desktops, however those designs can also be exported to the uProduce for production as well.
If we add e-mail to the mix we add another level of complexity with data. Do we coordinate with the web database, or the customer database, and so on. And, with this multi-vendor approach, how can we ever be sure that the variable data and business rules in all of these three systems are in sync? In other words, how do we guarantee that a specific recipient received the exact same offer and message in print, Web and email if the database and systems are different.
One platform One set of business rules Industry-standard Adobe platform Automated tracking & reporting Bi-directional technology
XMPie is more than a simple plug-in to InDesign… We uniquely integrate desktop design with server technology – The power of XMPie leveraging the design flexibility of Adobe The power of the ADOR - Business rules independent from both specific design elements, channel (print, e-mail, etc.), and function (Marketing Console) - Separation of Data, Logic, and Design – Unique to XMPie!
ADORS are the technology key that allows Programmers, Designers, Production Operations, and Marketing Personnel to work both independently and collaboratively. Independently because each of these experts has a tool in the XMPie toolkit designed specifically for their needs. Collaboratively because each expert can individually contribute to the project as a whole. The DBA or Programmer, using the uPlan tool, creates the ADOR objects – depicted here as a cube. The ADOR itself describes what the customer data looks like – the column header for example, the business rules, and the logic. This individual doesn’t need to know anything about how the ADOR will be used.
The designer, on the other hand, cares how the ADOR will be used, but doesn’t need to know where or how to get the data. He or she simply places ADORs on the pages. (CLICK) When the document runs through the XMPie engine – whether print, e-mail, web or mobile – the ADOR objects are replaced with the actual data from the database, according to the business rules and logic hidden inside the ADORs themselves. (CLICK) (CLICK)
The Marketer, using uProduce Marketing Console, will use the ADORs to decide what parts of a campaign he or she wants to analyze. “Did females under 30 react better to the headset offer than males over 40?” “Did customers receiving an e-mail follow-up visit all of the RURL ages, or drop off before acting on the offer?” And so on.
The uProduce Dashboard was specifically designed for the production specialist, who bring it all together on the powerful uProduce server. He or she will simply point at the customer’s actual data, the ADOR values, and the designs to produce fully personalized messaging in print, e-mail, web, and mobile.
XMPie provides a platform for customers to support variable data printing, personalized web to print and cross media marketing. Users can start with any of these business offerings and quickly and easily expand to the other solutions. It is all about owning one solution that does it all.. and does it all well.
Let’s look now at how one company is using the power of the XMPie solution to add some muscle to a Fitness-center chain in Norway. W & J is a traditional commercial printing company that decided to expand its offerings into digital printing and personal communications a few years ago. Their client Elixia was challenged with increasing membership and in the past did not have good results using direct mail programs. The strategy was to entice members to exercise with a friend and the slogan for the campaign was “Get a good friend to become a healthy friend.”
The campaign consisted of two parts: Outbound phase using personalized direct mail and a Response URL (e.g Purl). Interactive phase consisting of a survey for updating recipient data and Refer-a-Friend pages The offer consisted of 2 free months of membership for the recipient and the friend. NOTE: In the program that was implemented, tracking showed that 27.5% of those receiving the direct mail moved to the interactive phase of the program.
Shown above is the cross media campaign for females. The components consisted of direct mail postcards and emails with Response URLs that linked to personal web pages with program information, registration and confirmation pages.
And here you can see that the program for males using completely different creative.
The results for Elixia and W & J were phenomenal. Whereas in the past they only obtained 37 new members, this integrated cross media program resulted in over 2,500 new members. Additionally as a result of this program and other XMPie campaigns from W and J their iGen4 and iGen3 volumes increased. W and J has also realized more revenues from additional Elixia programs and other XMPie-driven customers.
XMPie is committed to your success and provides a portfolio of business development resources. Marketplace is an online library containing uImage (image personalization) and other marketing templates, such as calendars. The XMPie RURL Wizard and Template offering provides a fast, easy method for creating and deploying cross media campaigns with Response URL web pages and email. For customers interested in learning more about the marketing and technical aspects of the XMPie solutions, there is an active User’s Group. XMPie also offers a professional services group with concept, design and programming support, as well as advanced training classes for our product offerings.
![XMPie Simple and Complex Tools for: Integration Into Web Portals, Document Engine and e-mail Marketing Paul Murphy Regional Sales Manager [email_address]](https://image.slidesharecdn.com/xmpiew2pintegrationv3-12874346854503-phpapp02/85/XMPie-Integration-1-320.jpg)
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