Análisis Tesis AAEV para configiracion de Inteligencia Articial

Analisis de Tesis AAEV

1. Análisis de Tesis Colegio Suizo Américano 4to. Bachillerato 27 Mayo 2020 Adrián Alfonso Escobar Vásquez

2. The Ericsson customer journey Customer journey phases See Think Do Share “It’s a very valuable partnership for us” “I’m happy to be a reference” “I’m looking for inspiration.” “I don’t know what I need.” “I’m actively looking and likely to buy a solution soon.” “I’m not quite ready to buy now.” “I’m ready and willing to buy.”  Aware Familiarize Discover Explore Evaluate Resolve Decide Implement Communicate

3. Campaign management and optimization framework Campaign strategy, planning and analysis 1 Campaign development and execution 2 Content development 3 Response capture and reporting 4 Advanced analytics Business and data analysis Marketing resource management 5 6 7

4. There are four types of program in Marketo : 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 Default: If your marketing initiative does not meet the criteria for the other 3 program types above, use the Default Program. Program types Program types Email Engagement Default Event

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