This chapter is from the book
Three Phases of the ebocube
- Phase one, the dashboard and the datacube: This phase focuses on reporting on marketing, sales, and company or contact data for the businesses you're targeting in EM. It measures what's working (or not working) and which market is generating the highest return on marketing investment (ROMI). The datacube also represents the quality of contact data to leverage an eCRM strategy. The ebocube means business decisions are not based on instinct or assumption, but on numbers and business intelligence.
- Phase two, campaign and data planning: Using the ebocube commercial cycle (contact buying cycle/decision-making process and data life cycle), phase two discusses the proposition used, messaging, the incentive, localization, budgeting, and integrating media mix (online and offline) to achieve ebocube commercial cycle goals.
- Phase three, marketing operations demonstration: In phase three, you budget, plan, execute, track, and measure campaigns to feed the dashboard with meaningful metrics, and feed your company database, which can be represented in the datacube. Phase three closes the loop on marketing, data, and sales in EMs.
Figure I.1 The ebocube model