Grow your Revenue with Artificial Intelligence (AI)

Grow your Revenue with Artificial Intelligence (AI)

Presented by James Aziz and Brad Penwarden

Optimizing the Customer Journey through Artificial Intelligence and Machine Learning 

Did you know that almost two-thirds of opportunities involving advanced machine learning show substantial improvement in the performance of conventional analytics? Machine learning is more accessible than you might think. In leveraging artificial intelligence, you can enhance input flexibility, data volume, and model selection for more effective marketing operations, without having to modify your entire MarTech stack.

Through a collaborative presentation by James Aziz and Brad Penwarden at Munvo – the Marketing Solutions Specialists – our webinar will unpack the power of machine learning in the realm of artificial intelligence. Not only will this informative talk show how leveraging predictive analytics can create new competitor advantages, it will include an exclusive propensity model use case to dispel the process through which Munvo was able to architect a new infrastructure, with the ability to house and target a client’s 400+ million customer records.

From data mining to near-instant decisioning and real-time insights, discover how AI can boost the value of your next campaign.

James Aziz

James Aziz

Consultant, Munvo

With a diverse background spanning healthcare, research, enterprise software, and marketing management, James has continued to unlock the remarkable opportunities that artificial intelligence (AI) has to offer. At Munvo, James leverages this passion to deliver tailored solutions for the financial and hospitality sectors and helps clients enrich their marketing operations with emerging technologies.

Brad Penwarden

Brad Penwarden

Director of Products, Munvo

As the manager of Munvo’s Software Product Development team, Brad has drawn from his extensive experience in software architecture to employ agile software methodologies in Enterprise Marketing projects across Canada, the US, and Europe. Since first joining the company in 2009, Brad has efficiently connected developers and management to smoothly translate complex concepts into more accessible, colloquial terms.

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Adobe Experience Manager and Unica Campaign: Customer Focus Epitomized

Adobe Experience Manager and Unica Campaign: Customer Focus Epitomized

Integrating AEM with Unica Campaign for Personalized Omnichannel Marketing

Having worked in conjunction with Unica since 2005, our consultants at Munvo have specialized in a variety of projects involving Unica Campaign. What began as software implementation, upgrade services, and management, eventually led to the development of several complex and sophisticated initiatives – many of which have been predicated on the integration of Unica Campaign and Adobe Experience Manager (AEM).

In our clients’ pursuit of creating more innovative omnichannel content, it is no surprise that we’ve turned to, and so capitalized on, the integration of Unica and AEM. Over 90% of online shoppers agree that visually engaging experiences are the most influential factors driving purchase decisions. In response to this demand, the combination of Unica Campaign and Adobe Experience Manager ensures that brands and businesses stay connected to their customers through deeply dynamic interactions.

This AEM integration has consistently served to deliver digital experiences that can be tailored for consumers across all industries – from retail and banking to telco and travel. Ultimately, its capacity for personalization, adaptability, and detailed analysis has prompted Munvo’s deployment of contextualized campaigns that are immersive, relevant, and always compelling.

So how can your business harness Adobe AEM and Unica Campaign for content-driven marketing?

While Munvo’s experience with Unica extends to all modules of the marketing solutions suite, its integration with AEM is highly effective for streamlining marketing processes. Of course, Unica can be combined with a number of content managers, but its integration with AEM is particularly fitting. Not only does AEM work well with Campaign, its compatibility extends to both Interact and Plan. It is this convenience and flexibility that allows users to quickly adapt their content based on various consumer needs and contexts.

More specifically, Unica can consistently target the ideal audience across all channels. AEM, meanwhile, provides creative and visual content for more compelling interactions designed around customer profile attributes. Marketers will then be able to do randomized A/B testing to compare the audience’s receptivity to distinct marketing materials (i.e. contrasting supporting visuals). Through diverse personalization features, you can put together thorough and timely digital assets that will actually resonate with the right audiences.

The integration between Unica Campaign and AEM also prompts you to connect with consumers in real time, based on their exact place within the current customer journey. This can provide insight on potential buyers so that your team is able to strategize and further direct the conversation.

Seeing as performance is measured while the engagement occurs, you’ll be notified when any sort of immediate action is required. This heightened system of surveillance and error prevention gives your creative and marketing departments the control and agility to actively manage customer experiences, without having to rely on IT intervention to make specific changes. In other words, it allows them to resolve and respond to end-user issues, inquiries, and requests directly, instead of seeking out external sources of support.

It’s time to rethink the way that content reaches and engages its recipients. For a reliable marketing ecosystem that is well-maintained and up to date, you’ll want to deploy interactive digital campaigns efficiently and at scale. Almost 15 years and 200 projects later, our consultants at Munvo can now fully attest to the power and performance of Unica Campaign when paired with AEM.

About Munvo

Munvo is a leading consulting firm helping clients improve their marketing capabilities through a combination of technology implementations, management consulting and marketing run services. In addition, Munvo Lab develops products and connectors for Adobe, SAS, and Unica Marketing Solutions.

The Adobe Summit Recap: 3 Key Takeaways

The Adobe Summit Recap: 3 Key Takeaways

Get the Munvo Team’s Firsthand Account of the 2019 Digital Experience Conference

It’s a wrap: the Munvo team has returned from Las Vegas, officially marking the end of yet another impressive Adobe Summit. As discussed in our previous post, this year’s conference promised an experience that would be innovative, informative, and inspiring – and it certainly delivered.

From March 26-28, 10 of us from Munvo Montreal, Toronto, Calgary, and California, inhabited the Venetian in Vegas for a period of proactive learning and networking. During this time, our team chose from a variety of over 300 immersive sessions and workshops to attend. With more than 17,000 participants, including leaders from global brands and trusted Adobe partners, the 2019 Digital Experience Conference proved to be the biggest and most exciting yet. It’s no wonder that 99% of ticket-holders reported that the summit met or even exceeded their expectations. Our colleagues at Munvo fall into that same category, which is why we want to share our Adobe Summit Recap, and ultimately, impart our knowledge of what went down this year.

The Munvo Team at the 2019 Adobe Summit

Munvo’s 3 Main Takeaways from the 2019 Adobe Summit:

Adobe Experience Cloud Keeps Marketers in Mind

Let’s begin our Adobe Summit Recap with a discussion of customer experience. Customer Experience Management (CEM) was an overarching theme at this year’s Digital Experience Conference. The 2017 name change from the Adobe Marketing Cloud (AMC) to the Adobe Experience Cloud (AEC) perhaps most obviously encapsulates this priority. Of course, it also aligns with the brand’s motto. In the words of Adobe CEO, Shantanu Narayen: “People buy experiences. Not products.”

From session to session, the subject of delivering consistent and relevant omni-channel experiences at scale repeatedly came up, as it lies at the centre of Adobe Campaign, a tool designed for the modern-day marketer. The release of the Adobe Experience Cloud platform further simplifies and optimizes the end-to-end process of creating and delivering personalized customer experiences at scale. More than this, it allows for the real-time management of customer profiles enabled by a robust set of digital marketing applications, such as Adobe’s Marketing Cloud, Advertising Cloud, Analytics Cloud, and Commerce Cloud.

Having specialized in marketing consulting for over 14 years, we at Munvo recognize the value of capitalizing on crucial integrations to enhance marketing practices, and by extension, customer engagement. The 2019 Adobe Summit highlighted the inclusion of Marketo and Magento to the Adobe Experience Cloud for this purpose. While Marketo, a worldwide leader in B2B (Business-to-Business) Marketing Automation was added to the Marketing Cloud, Magento instead created its own unique Commerce Cloud. The incorporation of these two applications furthers Adobe’s reach for B2B and E-Commerce marketers across all industries. As such, there was a palpable sense of enthusiasm for both Marketo and Magento throughout the entirety of the Adobe Summit.

The Takeaway?

It’s time to embrace new developments and functionality enhancements within Adobe’s Experience Cloud to take your marketing initiatives to new heights!

Continuous Learning is Key

The next section of our Adobe Summit Recap is devoted to the topic of empathy and company culture, which Shantanu Narayen believes are conductive to innovative marketing practices. During Narayen’s collaborative session with Microsoft CEO Satya Nadella, they outlined their secret to driving business outcomes. According to Nadella, marketers must transition from a ‘know-it-all’ mindset to one that is interested in learning it all, in order to achieve and maintain success.

At Munvo, we similarly believe that ongoing learning is vital for reaching both our short- and long-term goals. With tools such as Munvo’s e-learning platform, EMM School (Enterprise Marketing Management), immersive training events, and enthusiastic support to pursue technology certifications from our partners (Adobe included!), you can see why Nadella’s message resonated so strongly with us.

It is this volition to keep on learning that also led us to embrace the Adobe Experience League, an online program for guided learning to help just about anyone master the Adobe Experience Cloud. After all, the experience league permits its users to review and apply knowledge directly from the Adobe sessions to their own marketing practices.

The Takeaway?

It doesn’t matter whether you’re an amateur or expert user of the Adobe Experience Cloud! Once you walk into the Adobe Summit, you’ll be given an equal opportunity to listen, learn, and contribute to the conversation.

It’s Never Been Easier to Connect and Collaborate with Digital Marketing/Experience Leaders

Our Adobe Summit Recap would not be complete without reiterating Adobe’s attention to the attendees’ overall networking opportunities. This year’s conference provided us with the ideal atmosphere to catch up on the latest trends in customer experience management alongside some top leaders in the MarTech industry. The schedule and set up were organized in a way that made it easy for us to meet new peers and collaborate with independent businesses and Adobe partners alike. There were plenty of occasions to connect with likeminded individuals during the Welcome Reception and Community Mixer – not to mention the Summit Bash where we enjoyed a performance by The Killers. The Community Pavilion was also convenient for engaging with Adobe product experts and other technology providers, whereas the Partner Area was particularly useful for us at Munvo, as a longstanding Adobe partner.

Meanwhile, each hour-long session at this year’s summit concluded with its own specialized Q&A to ensure maximum participation among attendees. It was motivational for us to partake in a larger dialogue and have our voices heard. This also led to plenty of conversation following the sessions, which built a sense of community among attendees to contribute their respective best practices and preferences.

The Takeaway?

Adobe’s emphasis on human connection and personalization is not only limited to their tools and products; it informs and inspires the events that they host, as epitomized by this year’s Digital Experience Conference.

In light of all the information absorbed over our three days at the Adobe sessions, Munvo’s Adobe Summit Recap unpacks just a few of our firsthand highlights, insights, and observations. Naturally, each individual experience at the summit will differ. How much you get out of the annual event chiefly relies on you! If you remain a curious and proactive participant, then you’ll surely be as moved as we were. All in all, the Munvo team is already looking forward to next year’s Digital Experience Conference.

Were You at the 2019 Adobe Summit and Want to Connect? Contact Us Here!

Fill out the form and one of our representatives will reach out to as soon as possible.

About Munvo

Munvo is a leading consulting firm helping clients improve their marketing capabilities through a combination of technology implementations, management consulting and marketing run services. In addition, Munvo Lab develops products and connectors for Adobe, SAS, and Unica Marketing Solutions.

Advanced Real-Time Personalization

Advanced Real-Time Personalization

Presented by: Craig Nathan and Jason Kim

Interactions and Insights. Impressions and Engagement.

At Munvo, we recognize the importance of real-time personalization to accelerate and ensure the success of your next marketing campaign. Companies around the world are increasingly turning to Campaign Management Systems (CMS) to amplify customer engagement across all channels. It has never been more crucial to retrieve and examine customer insights, which is why our team at Munvo focuses on the development of omnichannel marketing practices to further benefit your business.

In collaboration with Craig Nathan and Jason Kim from Tangerine, we discuss innovative approaches to personalizing customer interactions through different technolgies, key learnings, and best practices. From collaborative brainstorming, technological testing and experimentation, to enhanced targeting and analytic assessments, this webinar highlights how you can keep up with the ever-changing landscape of advanced personalization.

Presented by:

Craig Nathan

Craig Nathan

Product Owner

Craig is currently the Product Owner of Tangerine’s Insights channel, where he is responsible for delivering real-time communications to Clients. After nearly 20 years in IT, Craig transitioned to the Marketing team to help align their IBM Campaign and Interact solution with the vision of providing engaging communications to Clients.

Jason Kim

Jason Kim

Marketing Customer Relationship Manager

Jason has been a key member of Tangerine’s Marketing Customer Relationship Management team for almost 10 years. Jason’s deep technical knowledge, coupled with strong business acumen, has made him an asset on most Marketing initiatives at Tangerine. On a daily basis, Jason tackles complex Marketing and technology problems that usually involve data analytics, systems integration, and marketing communications.

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2019 Adobe Summit: 5 Sessions You Won’t Want to Miss

2019 Adobe Summit: 5 Sessions You Won’t Want to Miss

Munvo Unpacks the Most Anticipated Adobe Campaign Sessions at This Year’s Adobe Summit

Adobe Promises an Innovative, Informative, and Inspiring Event

The Adobe Summit is one of the most talked about tech events each year – and the 2019 Digital Experience Conference is no exception. A number of our Munvo consultants (10 of our team members, to be exact!) will be in Las Vegas from March 26-28 for a period of interactive learning, listening, and networking.

An annual tradition, the Adobe Summit is packed with ample A-list presenters who will impart their wisdom, advice, and share inspirational success stories with attendees. In fact, this season’s schedule comprises of more than 300 informative sessions. That’s why we perused the itinerary ahead of time, to narrow down several talks that our Munvo specialists recommend for current and aspiring users of Adobe Campaign.

Take a Look at Munvo’s Top 5 Must-See Sessions at This Year’s Adobe Summit

S114 – Acronym-mageddon! Data Technologies Everywhere!


Dan Raff, Expert, Adobe
Joe Berg, Marketing Manager, 3M


Tuesday, March 26
1:00 PM – 2:00 PM

Get settled in and start off with Dan Raffe and Joe Berg’s session on leading data technologies today. In this talk, Berg, the Marketing Manager over at 3M, will outline how the development of a data-driven economy has shaped his business. Raffe, a renowned Adobe Expert, will also reveal the importance of analyzing and understanding consumer data on all levels, from its storage and organization to the way that it is activated in a complex ecosystem for marketing and IT teams alike.

S108 – Transforming Customer Data into High-Value Audiences


Kris Groulx, Manager of Analytics and Insights, TELUS
Nagrendra Nukala, Multi-Solutions Architect, Adobe


Tuesday, March 26
5:30 PM – 6:30 PM

While the first day of the Adobe Summit is often filled with orientation-style festivities, you’ll want to make it out to Kris Groulx and Nagendra Nukala’s discussion of TELUS’s digital journey. Groulx, who manages Insights and Analytics at TELUS, pairs up with Adobe’s Multi-Solution Architect, Nukala, to examine TELUS’s personalization strategies. More specifically, they will provide insights on how to master Adobe Audience Manager (AAM), a data management platform (DMP) meant to improve your targeted marketing initiatives.

S309 – Pushing the Limits of Email Design and Innovation


Bruce Swann, Group Product Marketing Manager, Adobe
David DeVore, Founder and CEO, Story Ports


Wednesday, March 27
2:00 PM – 3:00 PM

Digital marketers, developers, and campaign managers are equally excited for Bruce Swann and David DeVore’s collaborative talk. This session, hosted by the Group Product Manager at Adobe and the Founder/CEO of Story Ports, respectively, explores the most current and cutting-edge capabilities available for dynamic email design and the deployment of engaging campaigns. Most importantly, Swann and DeVore will provide tips and tricks for mastering cross-channel experiences that intersect – whether it be through the overlap of social media, email, and/or website design.

S981 – Digital Transformation in Life Sciences: A MarTech Perspective


Joe George, Head of Marketing Technology COE, Abbvie Inc.
Thomas Swanson, Head of Industry Strategy and Marketing, Adobe


Thursday, March 28
9:30 AM – 10:30 AM

On the last day of the Adobe Summit, you’ll want to rise early enough to catch Joe George and Thomas Swanson’s discussion of digital transformation and its implications on running a successful MarTech business today. In this talk, Abbvie’s Head of Marketing Technology, George, joins forces with Swanson, the Head of Industry Strategy and Marketing at Adobe, to outline the tangible ways that digital transformation processes are actually implemented.

S304 – Triple Threat: 24 Hour Fitness, Microsoft Dynamics 365, and Adobe Campaign


Ben Tepfer, Technical Evangelist for Microsoft, Adobe
Mike Carney, Vice President of Marketing, 24 Hour Fitness


Thursday, March 28
2:30 AM – 3:30 AM

Why not end your summit experience with a use case that prioritizes personal fitness and lifestyle goals? Leave it to Ben Tepfer, a Microsoft Technical Evangelist, and Mike Carney, the VP of Marketing at 24 Hour Fitness, to showcase various methods for effectively connecting with consumers as they navigate complex customer journeys. Together, they will highlight the value of both knowing and prioritizing your audience.

More to Come

Keep in mind that these are just a few of the many sessions that you should see if you’re currently working with or planning on adopting Adobe Campaign. Other notable speakers include actress, producer, and entrepreneur, Reese Witherspoon, Microsoft CEO, Satya Nadella, comedian Mindy Kaling, and of course, Adobe President, Shantanu Narayen – not to mention a long-awaited performance by The Killers. It is no wonder that Adobe promotes its digital conference as “a week that will change your thinking about brand experiences.”

Be sure to stay tuned for a follow-up blog, as our colleagues will be reporting back from Las Vegas to share their take on the 2019 Adobe Summit.

Are you also attending the Digital Experience Conference? Feel free to contact us using the form below if you’re interested in meeting up at the conference.

About Munvo

Munvo is a leading consulting firm helping clients improve their marketing capabilities through a combination of technology implementations, management consulting and marketing run services. In addition, Munvo Lab develops products and connectors for Adobe, SAS, and Unica Marketing Solutions.

How AEM 6.5 Benefits your Business

How AEM 6.5 Benefits your Business

Personalize Customer Journeys with AEM 6.5

Marketing specialists rejoice in the wake of Adobe Experience Manager’s (AEM) 6.5 release. As certified Adobe marketing solutions partners, the consultants here at Munvo have responded with an overwhelming sense of enthusiasm. This latest upgrade involves cutting-edge features to better support digital marketers and IT developers alike. From automatic scaling to quick edit and personalization functions, you’ll be able to refine your AEM practice, and as a result, enhance your customer’s overarching experience.

In this article, we dig deeper to demonstrate how you can take full advantage of AEM’s latest capabilities and lead in Customer Experience Management (CXM) – from the beginning to the very end of your next campaign.

Here are 3 ways that AEM 6.5 can help you achieve your marketing aims:


One major priority of AEM’s recent upgrade is to provide users with a faster and more efficient virtual workspace. Put simply, Version 6.5 was designed to both customize and consolidate marketing operations. It can, primarily, be used to edit Single Page Applications (SPAs), such as websites built using the React or Angular JavaScript frameworks.

The Adobe Asset Link, now readily available, also permits users to locate and reuse their digital assets directly within Adobe Photoshop, Illustrator, and InDesign. At the same time, the Brand Portal transfer service promotes teamwork through the collaborative management of these digital assets. By facilitating the process of editing and reworking marketing material, AEM empowers its users to make changes in real time.


AEM’s cloud agility solidifies your company’s IT support with backup so that team members are prepared to spring into action, should any issues arise. Users can optimize workflows through an accelerated speed-up delivery that will consistently deploy and regulate digital campaigns, expediting their time to market. In fact, AEM’s new autoscaling service detects spikes and drops in traffic as they occur, which instantly alters the number of active servers running. AEM 6.5 tracks all activity to minimize downtime, reduce risks, and ensure that no customer experience is hindered by technical difficulties.


In addition to these functions, the Automated Forms Conversion service digitizes data capture by converting original print to adaptive, device-friendly forms. Adobe’s upgrade includes a Smart Crop tool that is tailored to accommodate video content on just about any device – whether it be a laptop, desktop computer, or mobile phone. Perhaps most impressively, this feature (powered through Adobe Sensei’s AI) can intuitively identify and crop the most vital facets of your video in order to produce a refined online viewing experience for your audience. In a world where consumers own and actively use multiple devices, personalization is key. It is imperative that your business adjusts to all possible channels – a goal that is increasingly attainable with AEM 6.5.

Keeping today’s competitive climate in mind, it is worth showing your customers just how much you value them, no matter what industry you’re in. After all, consumers are empowered to navigate digital platforms (and dismiss them!) at a speed that is unprecedented. The quality of your marketing initiatives depends on a solid digital transformation strategy. That’s why our Munvo consultants are eager to employ and experiment with Adobe’s latest version. With AEM 6.5, users can now convey relevant and personalized messages so that they are highly effective, carefully controlled, and humanizing in essence.

About Munvo

Munvo is a leading consulting firm helping clients improve their marketing capabilities through a combination of technology implementations, management consulting and marketing run services. In addition, Munvo Lab develops products and connectors for Adobe, SAS, and Unica Marketing Solutions.

Complying With Privacy Laws Using Munvo’s campaignQA

Complying With Privacy Laws Using Munvo's campaignQA

Consent Management for Marketing Campaign Automation Technologies
Tech Vendor ReportRead the Full Article

Privacy-enhancing Technology: Munvo’s recharged solution ensures omnichannel marketing privacy compliance

As privacy laws continue to develop around the world, privacy technology solutions have been sprouting up to both address this issue and further support organizations as they tackle a variety of compliance requirements. Here at Munvo, we’ve made it our mission to offer a tool that benefits the often-overlooked department of omnichannel marketing. To address this issue, we’ve released a revamped version of our campaignQA solution to fill this need, and ultimately, prompt companies to create concrete rules for inbound and outbound marketing campaigns.

Complying with Privacy Laws

You may be asking yourself: “what is campaignQA?

Well, campaignQA is a tool that complements your campaign management solution and improves the overall marketing execution process. More than that, it guarantees that your company is not violating any regulatory laws, such as the European Union’s General Data Protection Regulation (GDPR), Canada’s Anti-Spam Legislation (CASL), or California Privacy Law. The IAPP (International Association for Privacy Protection) even published an article that positioned Munvo’s campaignQA as a notable solution for marketers to better comply with such legal stipulations.

Most recently, Munvo’s campaignQA was reintroduced in the updated release of the IAPP’s tech vendor report. The report consolidated several industry-leading technologies, renowned for prioritizing company adherence to privacy laws. In the article, IAPP Associate Editor Ryan Chiavetta, CIPP/US, spoke with Munvo’s Software Development Manager Brad Penwarden about the creation of campaignQA and why omnichannel marketing compliance tools have yet to make it big in the industry.

Click below to read the full article

About Munvo

Munvo is a leading consulting firm helping clients improve their marketing capabilities through a combination of technology implementations, management consulting and marketing run services. In addition, Munvo Lab develops products and connectors for Adobe, SAS, and Unica Marketing Solutions.

Munvo Receives Adobe Campaign Specialty Certification

Munvo Receives Adobe Campaign Specialty Certification

Munvo Receives Adobe Campaign Specialty Certification

Investing and Demonstrating Leadership As An Adobe Experience Cloud Partner

Today we are announcing the latest acknowledgment we’ve received from Adobe – our Adobe Campaign Specialty Certification. This achievement is in recognition of our commitment to building a team of high performing Adobe Campaign consulting resources as well as the successful completion of multiple Adobe Campaign projects.

Rob Davis, Managing Partner for Business Development and Alliances, said, “This achievement is the recognition of our commitment and success in helping the Adobe customer base achieve their marketing goals through the implementation of the Adobe Campaign technology. Organizations need marketing solutions that meet their requirements, can be deployed quickly and help drive business value. Meeting these needs requires commitment, collaboration and innovation between Munvo and our technology partner Adobe.”

“Our commitment to the Adobe technology goes back to 2012 when we became one of the first Neolane partners in North America. After Adobe’s acquisition of the company in 2013, we continued to work together to deliver high performing marketing solutions for clients across different industries”, states Mathieu Sabourin, Munvo’s President and Founder.

Our Adobe delivery capabilities aren’t limited to Campaign, as our consultants hold more than 40 certifications across Adobe Campaign, Experience Manager and Audience Manager. Working in close coordination with Adobe, we have contributed to the successful completion of over 300 Adobe Campaign projects.

In addition, our latest capability investments included enabling cross-module functionality. For example, implementing the email template capabilities of AEM to support Adobe Campaign solutions. These are just a few reasons why we are so proud of our newly obtained Adobe Campaign Specialty Certification.

A big thank you to everyone here at Munvo and to our partners at Adobe.

About Munvo

Munvo is a leading consulting firm helping clients improve their marketing capabilities through a combination of technology implementations, management consulting and marketing run services. In addition, Munvo Lab develops products and connectors for AdobeSAS, and Unica Marketing Solutions

Command Performance: Seeking and Solving with Munvo Companion

Command Performance: Seeking and Solving with Munvo Companion

If you’re like a lot of companies, you’ll have somewhat mixed feelings about IBM Campaign. On the one hand, it is the backbone of your marketing ecosystem, the figurative rock upon which you build your campaigns. On the other, it is sometimes the hard place where campaigns go to…be stressful. Simply put, you should check out Munvo Companion.

Chris Rayson, Market Campaign & Operations Associate Director at Alliance Data’s LoyaltyOne — the company that brings us the popular Air Miles loyalty program, serving over 11 million collectors in Canada — points out how vital IBM Campaign is to the multitudinous campaigns Air Miles puts out every week. Indeed, in addition to being responsible for running some 30 independent email campaigns per week, the Air Miles team runs 40 triggered campaigns every day. Counting in web, mobile, social and other channels, they are pushing upwards of 450 email campaigns per week. And you thought your days were full.

Boon Companion

Chris and his team are also responsible for the smooth operation of Air Miles’ analytics, scoping and all the little bits of filtering in all their campaigns, which requires a great deal of repeat behavior. To keep the complex processes as transparent as possible, Chris uses a comprehensive master flowchart to create a slew of “starting universes” for all those campaigns – one for their partners in the gas business, one for liquor partners, one for collectors showing interest in the Air Miles website, and so on.

“Our master flowchart runs and defines a huge number of universes,” Chris explains. “By running it in IBM Campaign, we can generate strategic segment returns in seconds instead of minutes. Every minute is valuable in our line of work.”

The master flowchart, created in IBM Campaign, contains hundreds of process boxes. Early each work day, it needs to run before the start of business, so Chris’ team can start working on up-to-date universes as soon as they arrive. Recently, however, they experienced a nerve-wracking slow down:

“Our master flowchart usually runs from 7 to 9 am,” he says. “Then, all of a sudden, it was taking until 11 am to finish. My team couldn’t get to work on the campaign. It was an absolute nightmare situation. When we have 40 highly targeted campaigns with all kinds of segmentation that are delayed like that, we’re letting our collectors and our partners down.”

Wondering what the problem was, Chris bypassed the overwhelming and deeply complex logs produced by IBM Campaign, using Munvo Companion to view historical runtimes, individual process box runtime and further details that enabled him to pinpoint what was causing the slowdown, fix the problem and get his team back to work:

“We would never have been able to find out what was wrong without Companion,” says Chris, matter-of-factly. “Companion enabled us to gain insight in areas we hadn’t thought about before.”

eNormous eNewsletter

Chris and his team also discovered how Companion could help with the monthly distribution of their formidable eNewsletter, which juggles the needs of as many as 70 valued partners, even as it provides in-depth information and valuable cross-promotional offers. All this makes for another massive master flowchart with hundreds of segments.

“We used Companion to analyze the newsletter and optimize the master flowchart,” says Chris. “We were able to take something that was eating up to 18 hours a day, and bring it down to less than 10 hours. One of the best things about Companion is that, in the morning when my alarm goes off, I can check my phone and see if it’s going to be a good day or not; it lets me know if I should be picking up coffees and donuts for my team. I know in advance if I have to soften the blow of extra work.”

Coffee and donuts are, of course, always welcome, but perhaps less so when you see a long, long day unfolding in front of you.

…And Other Stories

And it’s not just LoyaltyOne and Air Miles who have discovered the benefits of Companion. A European online retailer that generates not-too-shabby annual revenues of €3.5 billion recently said of Munvo Companion:

“We have automatic processes kicking off at midnight which averaged over 13 hours to complete. Companion helped us find bottlenecks and pain points and helped us optimize our processes. Now, with more lists and customers, the processes take an average of 3 to 4 hours to complete.”

Not to be outdone, Air France used Companion to overcome a serious slowdown in its response time with reservation-triggered emails that was causing its customers to have reservations of their own about the airline. Using the software’s Log Analysis feature, Air France could uncover and pinpoint problem areas which, in turn, enabled it to optimize flowcharts and ensure that all the particulars of Service-Level Agreements (SLA) were respected.

All this to say one simple thing: no matter what you do, it always pays to have a trustworthy and knowledgeable Companion at your side.

If you’d like to learn more about how Munvo Companion is helping clients across the globe, check out our webinar: Proactive Performance Monitoring and Issue Resolution for IBM Campaign. Be sure to have a look at Companion’s Log Analysis in action.

About Munvo

Munvo is a leading consulting firm helping clients improve their marketing capabilities through a combination of technology implementations, management consulting and marketing run services. In addition, Munvo Lab develops products and connectors for Adobe, SAS, and Unica Marketing Solutions.

Campaign Connections: Taylor Guitars Hits the High Notes with SMS, Adobe Campaign and Connector

Campaign Connections: Taylor Guitars Hits the High Notes with SMS, Adobe Campaign and Connector

Often enough, a good marketing campaign is like preparing to play guitar in front of a huge crowd. Practicing, experimenting, planning, scheduling, practicing some more. In the final analysis, however, you just to have to put your carefully selected notes out there and hope they strike a chord with your audience. Now that I’ve led you down the Greasy Garden Path of Awkward Metaphors, this story is about Taylor Guitars, the El Cajon, California-based guitar company that has been making some of the world’s most popular guitars since 1974. It’s also about how this company, without any of its own storefronts, used a combination of SMS marketing, Adobe Campaign software, Twilio cloud communications and, yes, Munvo products and technical expertise to strengthen its relationship with both finger-pickin’ consumers and guitar-hawkin’ franchisees.

We’re warning you now that there will be some technical terminology along the way, but don’t worry: we’ll walk you through it.

Chord Progressions

Like playing a good guitar riff, developing an effective direct marketing campaign is all about choosing the right combination of gentle pressures and applying them in just the right order, in just the right spots. [Last guitar metaphor, I promise.]

Convincing and compelling communications are the heart-plucking [sorry] chord progressions [sorry again] of any marketing campaign. When it comes to techniques for reaching the largest possible audiences, no shift has been so tectonic as the one that led us from direct mail and printed brochures to email and Short Message Service (SMS) campaigns. In 2012, Arthur Middleton Hughes compared direct mail with email, and succinctly described the stark difference in costs:

ROI = [(Profit from the sales) – (dollars invested in marketing)] / (dollars invested in marketing) …The in-the-mail price of third class (bulk rate) direct mail (including printing, addressing, and postage) is about $600 per thousand. The delivery cost of e-mails is about $6.00 per thousand. This includes the creation of the e-mail and the delivery costs…In this example, every dollar invested (cost of mailing) with direct mail produced $4.45 in return on the invested dollar. For e-mail, the ROI was $18.33 for every invested dollar.[1]

While direct mail continued to show some advantages when it came to maintaining audience attention and gaining conversions, the sheer economy (and blinding speed) of email could not be denied.

The choice between email and SMS campaigns is not nearly so stark, but it does appear decisive. Both channels are cost-effective, fast, engaging and accessible, especially when each is optimized for those now-ubiquitous smart phones. Both channels offer immense marketing opportunities, but choosing which medium is right for your campaign can be a challenge.

Let’s get down to the nitty gritty.

SMS vs. Email

Studies reveal that typical email campaigns can count on about 30% of recipients opening a given email. That may not seem too bad, until you discover that a full 98% of SMS messages get opened, usually within the first 15 minutes following delivery. Similarly, while emails have a click-through rate of around 7%, SMS messages consistently convince approximately 36% of recipients to take that extra step towards conversion.

Before you jump on the SMS bandwagon and start thinking up clever Keywords, Short Codes and Multi-Touch Upsell campaigns, however, keep in mind that few campaigns are entirely successful the first time out.

Today’s companies usually strategize for longer-term engagements using drip-marketing and other forms of content nurturing. This means engaging customers with multiple messages over a defined period. With automated email campaign platforms like Adobe Campaign, brands can issue up to 30 email campaigns per month, while brands using SMS initiate more like 5 campaigns each month.

Time for an example.

Tailoring Taylor Guitars

I probably don’t need to tell you that purchasing a guitar is a very personal, very tactile experience. To put your good money down, you’re going to want to press the neck and pluck the strings. So how does Taylor Guitars – the world’s largest guitar manufacturer by sales volume – take advantage of all that digital marketing offers?

Cameron Walt is Taylor Guitars’ Digital CRM Manager, and the company’s sole Adobe Campaign expert. He and two colleagues handle all digital marketing initiatives for Taylor Guitars, and have been the impetus behind the guitar company’s transition from a solely hands-on, face-to-face marketing experience to including digital campaigns. Rather than relying almost entirely on independent dealers and in-store sales staff, Taylor is ready to deal more directly with guitar aficionados, while rigorously maintaining personal interactions.

“We’re after that final five feet in the purchase funnel,” Cameron says. “Our dealers and sales reps are still the rock stars when it comes to customer interaction, and we have a healthy online presence, but when it comes to that final in-person guitar sale, we wanted to figure out a way to be part of that in-store experience without disrupting that personal interaction. That’s when we engaged Munvo to help with a robust SMS campaign.”

Information Direct

If you’ve ever been in the market for a guitar, you know the experience. Go into a music store, large or small, and the walls are covered with shiny new guitars, some of which are Taylor’s. But guitars are not like other products; you don’t get a spec sheet with a guitar, you just take it down and play it. There might be a price tag (FYI: Taylor’s most popular model, the 1814ce, retails for around USD$3500), maybe a barcode, but the rest is up to your fingers and ears.

Taylor Guitars decided to use Adobe Campaign to create a SMS campaign as what Cameron calls a “product extender”: a quick and easy way to instantly discover more about whatever axe has caught your eye.

“We wanted to create something that would help consumers and sales staff to quickly find out more about particular guitar models, on-the-spot,” says Cameron. “We know our customers will only make their final purchasing decision when they hold and play the guitar, but by giving them an easy way to get the facts about a specific model, we hope that will increase the chances they’ll walk out of the store with a Taylor.”

SMPP to REST = Munvo

Munvo was on-hand to help Taylor with all things Adobe Campaign-related, including Cameron’s desire to use the more flexible Representational State Transfer (REST) protocol in place of the more ubiquitous Short Message Peer-to-Peer (SMPP):

“REST is far superior to SMPP for the kind of conversational SMS communications that Taylor was after,” explains Andrew Didinchuk, Senior Adobe Architect at Munvo. “It has very low latency, you can communicate directly from Adobe Campaign and you’re able to execute very complex logic for the processing of inbound messages.”

Unfortunately, Adobe Campaign does not support REST-based delivery communications straight out of the box. Fortunately, we could provide Taylor with our own SMS Connector to bridge that gap.

SMS Connector fits right into Adobe Campaign, enabling you to use REST for sending communications to Twilio, a REST-based service provider for sending SMS messages (we’re already working with additional service providers). It processes outbound requests, both in terms of one-off messages and larger batches, as well as pulling status information on those messages, making it easier to determine if your messages are delivered or not. SMS Connector is also able to receive, process and store inbound requests in real time when customers text you.

Taylor (and Cameron) are very pleased with the results so far:

“We’ve achieved on-demand product information for both our customers and our dealers,” explains Cameron. “We’ve really sewn up that last 5 feet in the funnel. What’s more, this has augmented our support for the staff in the music stores. They’re more confident, knowing more in-depth information is just a few phone taps away. And from our side, there is minimal maintenance required, now that it’s up-and-running.”

Taylor Guitars are currently in rollout phase, with no less than 150 dealers interested in adopting the new SMS system.

In this case, at least, SMS appears to have prevailed over email. For more on Taylor Guitars, SMS, Adobe Campaign and Munvo’s SMS Connector, check out our webinar: Combining SMS Marketing and Adobe Campaign to Better Connect with Customers.”

In parting, we recommend everyone forget about all that macho stuff and learn how to play guitar.

[1] Hughes, Arthur Middleton. Strategic Database Marketing: Fourth Edition. New York: McGraw-Hill, 2012. Pp. 50-52.

About Munvo

Munvo is a leading consulting firm helping clients improve their marketing capabilities through a combination of technology implementations, management consulting and marketing run services. In addition, Munvo Lab develops products and connectors for Adobe, SAS, and Unica Marketing Solutions.