Event Based Marketing

Event based marketing grew out of the belief that there has to be a better way to communicate with customers other than bombarding them with mail or email that are on the marketing calendar, but not necessarily on the customers.

Event based marketing instead uses a set of business rules and triggers, generally tied to the customer lifecycle, to create a framework for improved interactions. Covalent Marketing's methodology defines a series of events, creates the business rules to help you detect their occurrence and maximize the opportunity for interaction with your customer by optimizing among suitable offers, based on key contact strategy criteria.

It is possible to start with an event-based marketing engagement, especially for clients with a good data source and a campaign tool like Unica's Affinium Campaign already installed. However, case studies of market leaders have determined that a focused approach to Customer Strategy and Experience increases the effectiveness and efficiency of the tools that underlie Event Based Marketing.

Our approach delivers improved customer loyalty, judicious and measurable investments in customer interactions and a scalable model for cross enterprise communications.

The Covalent Marketing methodology:

Step 1: Map the customer lifecycle across a defined period
Step 2: Define make or break customer interaction points such as key on-boarding experiences, contract renewal periods and failed service experiences
Step 3: Determine the business rules for detecting events, including business priority
Step 4: Create a unified rules execution approach
Step 5: Match potential events to the customer
Step 6: Execute customer contact management and exclusion principles
Step 7: Optimize to the best customer fit based on preferences, profile and permission
Step 8: Complete channel-based execution