“Evidence-based management is based on the belief that facing the hard facts about what works and what doesn’t, understanding the dangerous half truths that constitute so much of conventional wisdom about management, and rejecting the total nonsense that too often passes for sound advice will help organizations perform better.”
--Jeffrey Pfeffer and Robert I. Sutton,
Hard Facts, Dangerous Half Truths & Total Nonsense

Marketing Program Management

DHSoft’s Marketing Program Management Practice enables clients to optimize their ROI on tactical and strategic marketing initiatives by leveraging our program management expertise to ensure that the client’s programs are executed effectively.  DHSoft has a highly skilled program management staff that is able to build and execute entire marketing program initiatives, including strategy development, project management, organizational alignment, resource planning, business process documentation, and technology application. 

DHSoft program managers are able to integrate marketing programs involving the evolution of actionable insight across any, or all, of the client’s Data Warehousing, Business Intelligence, Advanced Analytics, and/or Customer Relationship Management functions. Our Program Managers are also adept at identifying optimization opportunities that map to the client’s longer term marketing strategies, and ensure that newly identified program opportunities are integrated into the client’s overall performance improvement strategy over time.

DHSoft’s program managers begin by developing plans to execute a marketing initiative defined by our clients.  Programs can be either client-defined, or identified as part of a broader strategy developed through one of DHSoft’s Insight-Driven Service Approaches. The elements of the Marketing Program Management Plan include the following:

1. Developing and executing a marketing program strategy to accomplish the business initiative, or set of business initiatives (e.g., marketing business initiatives might include acquisition, cross/up-sell, and/or retention campaigns).  Typically program management planning and execution includes the following components:
   • Business Case Definition – Including target program initiatives, value drivers, and ROI objectives for Finance review and approval.
   • Channel(s) Selection for campaign execution – Determine appropriate channel(s) to use in the execution of the campaign.
   • Cross-Functional Organization Resource Alignment – Including Call Center, IT, operations and Marketing Communication resources. 
   • Need for Advanced Analytics - To generate campaign target lists to determine appropriate targeting and estimating response propensity.
   • Offer Definition - Approved by Finance as part of the overall campaign business case and strategy.
2. Program management responsibilities also include overall campaign execution & management to ensure that the campaign’s objectives and ROI are met.  These include:
   • Coordination of all groups involved in campaign execution. 
   • Developing and project managing program milestones and activities.  
   • Coordinating cross-organizational commitment and sign off for respective areas of accountability and delivery.
   • Campaign execution tracking to identify necessary improvements to meet the program objectives.
   • Campaign success measurement - Upon completion of each program, develop program reports identifying campaign success metrics based on plan.