The Presentation Project

CIS 354 Introduction to Database Systems

Final Project

Objective

Congratulations, you made it to the final project for the course. The requirements for the project are detailed below. You will present your final project on Class Presentation Day. Attendance at the presentation is critical because your score is determined by peer review. Depending on the number of presentations, class may extend beyond its normal end time.

Overview

The Final Project is a database marketing campaign business case study. You are to find published papers on how businesses have implemented database marketing campaigns and measured the business value they yield.

Database marketing case studies can be found through online search. Some case studies can be found on the Microsoft CRM web site (http://crm.dynamics.com/en-us/featured-customers and http://crm.dynamics.com/en-us/search) and textbook web site (http://www.dbmarketing.com/). The library responded with a link to their Business and Economics Research Guide, https://ezproxy.uindy.edu/login?url=http://kml.uindy.edu/researchguides/bizecon.php. There are a few direct and database marketing case studies in the databases.

Teams

The final project may be accomplished with a self-selected team of up to three persons. Each member of the team shall receive the same peer-reviewed score. All members of the team must present a significant amount in the Project Day presentation.

Requirements

Prepare a presentation that covers the following topics. Relate your analysis to concepts covered in the course.

1. Business overview: Major products, business model, marketing environment, economic trends and competitive analysis. Analysis is not just a collection of information but an analysis of importance and impact of information.

2. Database Marketing Campaign Goals and Objectives: Quantitative - Build lead database, acquire new customers, cross-sell, new product introduction, prospect cost per lead, acquisition cost, retention, Win back cost, return on advertising Qualitative - Increase customer satisfaction, enhance brand perception, etc.

3. Marketing Strategy and Tactics: Including differentiation/positioning/uniqueness. Example strategies might include:

· newsletters

· automated welcome emails

· automated birthday cards

· quarterly workshops

· sales

· promotions

· servicing surveys

· Online advertising (PPC) and advertorials

· marketing surveys

· Campaign website or landing page

· Direct mail

· Email

· Telemarketing

4. Targeting: How are customers or prospects ranked? How are customers selected for including or excluding from the campaign? Is a score generated similar to lifetime value, RFM, customer value index, etc.

5. Personalization: What personalization was used to customize the marketing message for a particular customer? Examples are customizing the message to overcome specific objections, calling a person by their correct name, differentiating messages by market segment, establishing a dialog, etc.

6. Testing: How was the marketing campaign tested?

7. Responses and closed-loop marketing: How are responses collected across multiple channels?

· Inbound phone calls

· Dedicated email address

· Campaign specific website or landing pages - enquiry forms

· Social Media

How is a closed-loop established?

8. Measures of Success: Methods of measuring success include the following:

· Improvements to retention rate

· Improvements to lifetime value

· Direct Mail (total responses)

· Website - (Google Analytics and web-tracking technology)

· Online advertising (impressions, interactions and click-through rates)

· Email (successful sends, opens, interactions)

· Telemarketing (quantitative and qualitative feedback) and the call-to-lead ratio

· Cost of acquisition (campaign costs vs attributable revenue)

· New customer revenue

· Return on campaign investment

9. Analysis and Critique: Analyze the campaign based on your understanding of the strategic database marketing concept discussed in this course. Provide a critique and suggestions for improvement.

Deliverables

1. Project checkpoint: On assigned date prior to Presentation Day, provide a list of team members and copies of the sources you found.

2. Upload your presentation to ACE: About 15 minutes prior to the beginning of presentations, upload your presentation to the Final Project assignment in ACE. This allows all the presentations to be copied to the media computer to you are not stuck downloading them yourself from ACE or a thumb drive.

3. Presentation: Present your case study on Project Presentation Day. Make sure that all team members speak for a significant period of time. Unless otherwise stated, plan on 10-15 minutes for your presentation. Depending on the number of presentations, the class period may extend beyond the normal ending time.

4. Works Cited: Add Works Cited slide to the final project presentation so that the reader can find all sources used in the business case analysis.

5. Appendices: If you performed any analysis using Excel beyond what is provided in your source, include that information in Appendix slides. Do not present the appendices during your presentation.

6. Upload FinalProject.pptx to the Final Project assignment by 11:55 PM on the due date. Make sure to include all team members on the project title slide.

Rubric

During presentation day, your peers will award you a max of 40 points based on the following rubric. Every student shall turn in a scoring sheet that includes scores for every presentation, including your own.

A. Business Overview, Goals and Objectives (10 points)

B. Database Marketing Campaign Strategy, Tactics and Results (10 points)

C. Analysis and Critique (10 points)

D. Presentation. How professional was the presentation? Was the presentation coherent? Was the length of the presentation within time constraints? Did the presentation follow the suggested outline? (10 points)

Acknowledgements

Bloomtools: Database Marketing Plan

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