Marketing and Media Campaign Management

Client: The nation’s largest publicly held personal lines insurance company.

Engagement Description: Create a simplified, streamlined process for implementing and documenting an insurance company’s new marketing and media campaigns that leverage their agency, customer service, and measurement systems. The company recognized the need to provide a centralized access point for campaign initiation, management, and measurement as the existing process involved several different groups each employing unique technologies and processes.

• Customer data resided in multiple systems of record: mainframe legacy, large data warehouses and modern SOA based systems.
• Sensitive customer data had to be secure.
• Rules governing the management of campaigns were constantly changing and had to be managed by business users.
• Business processes spanned multiple departments and included many different roles and functions.

Rulesware’s Contributions: A four phased approach was designed to meet the client’s needs.

First, a Campaign Management tool on the PRPC platform was created that has a standard set of user interfaces and processes to replace the manual exchange of data with an automated system. This reduced manual errors, standardized the campaign management process, and defined knowledge and expertise that previously only resided in the minds of individuals. Rulesware made the user interfaces customizable based upon user groups and compatible with future upgrades.

Secondly, roles were defined and instituted to manage parts of the campaign management process. This eliminated redundant tasks and enabled role based process participation.

Next, the team enabled the business activity monitoring tools within PRPC to monitor process activity and assist in the identification of possible process improvements. Such an implementation is aligned with the standard BPM best practices of constant process improvement and monitoring.

Finally, to allow for intelligent assessments of campaign success and the re-use of historic campaigns, a process was created to address the archiving of previous campaigns for metrics, reporting, and re-use. Specialized document generation features to enhance PRPC’s standard correspondence functions were designed and built as well.

This solution was deployed successfully in Q3 of 2007 with no known issues or problems to date.