4. Building a Campaign Framework – Marketing
Reference :
The Gap has no reference in the Appendix A or ISP Report but discussed during the
Discovery Workshop Session on Marketing.
Original Requirement :
This is a New Requirement.
Current Understanding :
The requirement is to build a comprehensive Campaign framework which would comprise of:
• Marketing Data Mart
• 10 models which would include TLI's existing models (customer value segmentation, life time value, life cycle, customer lapsed, up/cross sell and need based models) and few more as would be suggested by TLI
• 5 campaign processes.
Revised Solution (if applicable) :
• HCL proposes to use existing SAS ECA setup but TLI has asked to evaluate SQL Analytics and provide a TCO comparison between SAS vs. SQL approach.
Original Estimation :
Since this is a new requirement, it was not originally estimated
Effort Estimation :
The effort for building models cannot be estimated at this moment as it would depend on a lot of factors which can be known only at the time of model development.