OMNICHANNEL MARKETING OPERATIONS

A PROJECT REPORT

Submitted by

Gokulnath S (Reg.No:19C025)
Kaviya D (Reg.No:19C042)
Raja Rajeshwari AS (Reg.No:19C076)

in partial fulfillment for the award of the degree

of

BACHELOR OF ENGINEERING
in

COMPUTER SCIENCE AND ENGINEERING

THIAGARAJAR COLLEGE OF ENGINEERING, MADURAI – 15

(A Government Aided Autonomous Institution Affiliated to Anna University)

ANNA UNIVERSITY: CHENNAI 600 025

APRIL 2023

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 THIAGARAJAR COLLEGE OF ENGINEERING
(An Autonomous Institution Affiliated to Anna University, Chennai)

MADURAI – 625 015

BONAFIDE CERTIFICATE
Certified that the Project report titled “Omnichannel marketing
operations”, is the bonafide work of being submitted by “Gokulnath S
(19C025), Kaviya D (19C042) and Raja Rajeshwari AS (19C076)” who
carried out the project work under our supervision during the academic year
2022-2023.

SIGNATURE SIGNATURE

Dr. S. Mercy Shalinie Dr. Narasiman MallikaArjunan, Dr. M. Vijayalakshmi,

Dr. M. P. Ramkumar
HEAD OF THE DEPARTMENT

COMPUTER SCIENCE AND ENGINEERING, SUPERVISORS

THIAGARAJAR COLLEGE OF ENGG, COMPUTER SCIENCE AND ENGINEERING
MADURAI- 625 015 THIAGARAJAR COLLEGE OF ENGG,
MADURAI- 625 015

Submitted for the Viva-Voce Examination held at Thiagarajar College of

Engineering, Madurai on .

INTERNAL EXAMINER EXTERNAL EXAMINER

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INTERNSHIP BONAFIDE

iii
iv
v
 ACKNOWLEDGEMENT

We wish to express my deep sense of gratitude to Dr. M. Palaninatharaja,

Principal of Thiagarajar College of Engineering for his support and
encouragement throughout this project work.

We wish to express my sincere thanks to Dr. S. Mercy Shalinie, Head of

the Department of Computer Science and Engineering for her support and ardent
guidance.

We owe our special thanks and gratitude to Dr. Narasiman

MalikaArjunan, Associate Professor, Dr. M. Vijayalakshmi Associate
Professor, and Dr. M. P. Ramkumar, Assistant professor, Department of
Computer Science and Engineering for his guidance and support throughout our
project.

We are also indebted to all the teaching and non-teaching staff members of
our college for helping us directly or indirectly by all means throughout the course
of our study and project work.

We are very grateful to my managers Mr. Dharanidharan, and my

mentors at AstraZeneca, Ms. Maheshwari, Mr. Avishek and Mr. Ravi,
for being stellar examples of how little kindness and patience can make a
huge difference to people around them.

We extremely thank our parents, family members and friends for their
moral support and encouragement for our project.

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 LIST OF CONTENTS

Item Page No.

TITLE PAGE i

CERTIFICATE ii

INTERNSHIP CERTIFICATE iii

ACKNOWLEDGEMENT vi

LIST OF CONTENTS vii

LIST OF FIGURES ix

LIST OF ABBREVIATIONS x

ABSTRACT xi

CHAPTER 1 INTRODUCTION
1.1 Introduction 12
1.2 Key Elements 13

CHAPTER 2 LITERATURE SURVEY

2.1 Existing Methods 14

CHAPTER 3 PROBLEM DESCRIPTION

16
3.1 Problem Statement
16
3.2 Objectives

CHAPTER 4 METHODOLOGY

4.1 Adobe campaign classic 18

4.2 Asset Build 19

4.3 Process Overview 22

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CHAPTER 5 PRESENT WORK
5.1 Environment and Tech Stack 25
5.2 Database and Schemas 30
5.3 Working with workflows 32

CHAPTER 6 RESULTS AND DISCUSSIONS

6.1 Development of active inactive campaign 34
for HCP
38
6.2 Asset Build
6.3 Test Email Blast 41
6.4 Quality assurance and analysis
41

CHAPTER 7 CONCLUSION
42

REFERENCES 43

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 LIST OF FIGURES

Figure Description Page

No No
1 Omnichannel process 17
2 Sample Asset 21
3 Process Overview 22
4 Sample BRD 24
5 Adobe campaign homepage 26
6 Photoshop preview 27
7 Snaggit preview 28
8 Box folder 29
9 Recipient Table 31
10 SQL query 31
11 Simple consumer campaign 32
12 Complex Campaign 33
13 BRD for the campaign 34
14 Overall campaign 34
15 Data loading and file transfer 35
16 Active part of the campaign 36
17 Sample JavaScript Code 37
18 Inactive part of the campaign 37
19 Original Email Asset 38
20 Asset HTML Preview 39
21 RV Preview 40
22 CV Preview 40
23 Test Blast 41
24 Report and Analysis Dashboard 41

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 LIST OF ABBREVIATIONS

Symbol Description
HTML Hyper Text markup Language
CSS Cascade Style Sheet
HCP Health Care Professionals
BRD Business Requirement Document
SQL Structured Query Language
QA Quality Assurance

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 ABSTRACT

This project demonstrates the implementation of a Omnichannel marketing

operations. It aims at providing right content in the right format to the right people.
The capabilities of omnichannel marketing operations involves Campaign
development, HTML build, Email project management and omnichannel
specialist, Quality Assurance and business assurance testing. Using all these
capabilities the team delivers the right information at the right time to the health
care professionals and patients. The project is implemented using the Adobe
Campaign, a powerful tool that provides a streamlined development experience
and includes many features out of the box, making it an ideal choice for building
and delivering campaigns.

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 CHAPTER - 1

INTRODUCTION

1.1 INTRODUCTION

Omnichannel marketing operations refer to the strategic management and

coordination of marketing efforts across multiple channels to create a seamless and
consistent customer experience. It involves integrating various marketing channels,
such as social media, email, mobile, web, and in-store, to deliver a cohesive and
personalized marketing message to customers, regardless of the channel they use to
interact with a brand.

Omnichannel marketing operations aim to provide a unified and seamless customer

experience, where customers can seamlessly switch between different channels while
receiving consistent messaging, branding, and offers. The goal is to create a holistic
marketing approach that enables customers to engage with a brand through their
preferred channels, at their convenience, and in a personalized manner.

Effective omnichannel marketing operations require a robust marketing technology

infrastructure, data-driven strategies, and efficient coordination across different
marketing teams and channels. It involves understanding customer behaviors,
preferences, and needs across different touchpoints, and leveraging that information
to deliver personalized and relevant marketing campaigns that drive engagement,
conversion, and loyalty.

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 1.2 KEY ELEMENTS
Channel integration: This involves integrating various marketing channels, such as
social media, email, web, mobile, and in-store, to create a seamless and consistent
customer experience. It may involve aligning messaging, branding, offers, and
promotions across channels to provide a cohesive marketing experience.

Data-driven marketing: Omnichannel marketing operations rely on data to understand

customer behaviors, preferences, and needs. This may involve collecting, analyzing, and
leveraging customer data from different channels to create targeted and personalized
marketing campaigns.

Marketing automation: Automation plays a critical role in omnichannel marketing

operations, allowing for efficient coordination and execution of marketing campaigns
across channels. Marketing automation tools enable marketers to automate tasks, such
as email campaigns, social media posts, and personalized offers, to deliver a consistent
message across channels and improve operational efficiency.

Personalization: Personalization is a key aspect of omnichannel marketing operations,

as it allows marketers to deliver relevant and tailored marketing messages to individual
customers. This may involve leveraging customer data, segmentation, and targeting
techniques to deliver personalized content, offers, and recommendations across
channels.

Measurement and optimization: Measurement and optimization are essential in

omnichannel marketing operations to evaluate the effectiveness of marketing efforts and
make data-driven decisions. This may involve tracking and analyzing key performance
indicators (KPIs) across channels, conducting A/B testing, and optimizing marketing
campaigns based on insights and data.

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 CHAPTER – 2

LITERATURE SURVEY

2.1 EXIXTING METHODS

MULTICHANNEL OPERATIONS

Multi-channel marketing operations refer to the practice of utilizing multiple marketing

channels to reach and engage with customers. These channels may include email, social
media, content marketing, direct mail, and more. While multi-channel marketing can
offer various benefits, such as widening the reach and targeting diverse customer
segments, it also has some disadvantages compared to omnichannel marketing
operations.

One of the disadvantages of multi-channel marketing operations is the potential lack of

consistency in messaging and branding across different channels. Since each channel
may have its own tone, style, and format, it can be challenging to maintain a unified
brand voice and message. This lack of consistency can lead to confusion and dilution of
the marketing message, resulting in a less impactful overall marketing campaign.

Another disadvantage of multi-channel marketing operations is the difficulty in tracking

and measuring the effectiveness of each channel individually. With multiple channels
in play, it can be challenging to accurately attribute the success or failure of a marketing
campaign to a specific channel. This lack of clear measurement and attribution can make
it challenging for marketers to optimize their marketing efforts and allocate resources
effectively.

Moreover, multi-channel marketing operations can result in higher operational

complexity and increased costs. Managing multiple channels requires additional

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resources, including personnel, technology, and budget. Each channel may have its own
set of requirements and demands, leading to increased operational overhead and
potential inefficiencies.

In contrast, omnichannel marketing operations take a more holistic approach, seamlessly

integrating different channels to provide a consistent and personalized customer
experience. With omnichannel marketing, the customer journey is unified across
channels, allowing for a seamless transition from one channel to another without losing
continuity. This approach provides a more cohesive and personalized experience for
customers, resulting in improved customer satisfaction and loyalty.

In conclusion, while multi-channel marketing operations can offer certain benefits, such
as increased reach and targeting, it also has some disadvantages, including lack of
consistency, difficulty in measurement, and increased operational complexity. In
contrast, omnichannel marketing operations provide a more seamless and personalized
customer experience. To effectively engage and retain customers in today's competitive
landscape, businesses should consider adopting an omnichannel marketing approach
that integrates various channels to provide a unified and consistent customer experience

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 CHAPTER – 3

PROBLEM DESCRIPTION

3.1 PROBLEM STATEMENT

As the world becomes increasingly digital, businesses are increasingly turning to

Omnichannel operations to create seamless customer experience and to provide
customer centric approach. It also provide integration of channels.

3.2 OBJECTIVES

• To enhance customer experience: Omnichannel marketing allows customers to

interact with the brand in a seamless and consistent manner across different
channels. By providing a superior customer experience, AstraZeneca can
increase customer satisfaction, brand loyalty, and retention.
• To improve brand awareness and reach: By using multiple channels such as
social media, email, mobile apps, and websites. AstraZeneca can increase its
brand exposure and reach a wider audience. This can help the company to
engage with potential customers who may not have been reached through
traditional marketing channels.
• To Drive sales and revenue: Omnichannel marketing allows AstraZeneca to
target customers with personalized and relevant content, which can lead to
increased sales and revenue. By analysing customer data and behaviour,
AstraZeneca can identify opportunities to upsell or cross-sell its products.

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 Omni
channel
specialist

Business Email
assurance manageme
tester nt

Quality
assurance
tester & email Content
deliverability build
specialist

Campaign
developer

Figure 1: Omnichannel process

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 CHAPTER - 4

METHODOLOGY

4.1 ADOBE CAMPAIGN CLASSIC

Adobe Campaign Classic is a powerful marketing automation tool that helps businesses
create, automate, and manage their multi-channel marketing campaigns.

Define Campaign Objectives: Clearly define the objectives of your marketing campaign.
What are you trying to achieve? Who is your target audience? What channels will you
use for your campaign (e.g. email, SMS, direct mail, etc.).

Define Target Audience: Identify your target audience for the campaign. This includes
defining segmentation criteria such as demographics, behaviors, preferences, and past
interactions with your brand.

Create Campaign Assets: Create the necessary assets for your campaign, such as email
templates, SMS templates, landing pages, and other creative elements that will be used
in your marketing materials.

Set up Campaign Workflows: Use Adobe Campaign Classic's visual workflow builder
to create campaign workflows. Workflows are the backbone of your campaign and
define the steps and actions that will be executed to reach your campaign objectives.
This can include sending emails, SMS, direct mail, updating customer profiles,
triggering follow-up actions, and more.

Define Campaign Offers: Define the offers, promotions, or incentives that you will
provide to your target audience as part of your campaign. This can include discounts,
coupons, freebies, or other compelling offers to encourage engagement and conversions.

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Personalize Campaign Content: Leverage Adobe Campaign Classic's powerful
personalization capabilities to create personalized content for your campaign. This can
include dynamically inserting customer data, such as names, preferences, and purchase
history, into your emails, SMS, and other marketing materials.

Test and Optimize: Before launching your campaign, thoroughly test your workflows,
assets, and personalization to ensure everything is working as expected. Once your
campaign is live, regularly monitor its performance and make data-driven optimizations
to improve results.

Launch and Monitor: Launch your campaign and monitor its performance in real-time
using Adobe Campaign Classic's reporting and analytics features. Track key
performance indicators (KPIs) such as open rates, click-through rates, conversions, and
other relevant metrics to measure the success of your campaign.

Analyze and Learn: After your campaign has ended, analyze the results to gain insights
into its effectiveness. Identify what worked well and what could be improved, and use
those insights to inform future campaigns and continuously optimize your marketing
efforts.

Maintain and Scale: Adobe Campaign Classic is a powerful tool that requires ongoing
maintenance and optimization. Continuously monitor and optimize your campaigns,
update your assets and workflows, and scale your campaigns as needed based on your
business goals and objectives.

4.2 ASSET BUILD

Developing the assets with HTML and CSS to various different products refers to asset
build. For this we are using different tools mainly Dream weever.
This process is commonly called as Content building in Astrazeneca.

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Responsibilities of CB:

1. Email development

2. Render with all devices.

3. RV & CV creations

4. Test Blast

5. Configure the strategy in Adobe Campaign

6. Track the HCP and patients(User beahavior)

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Figure 2: Sample Asset

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4.3 PROCESS OVERVIEW

This is the process overview of US and ROW.

Figure 3: Process overview

Steps:
1. Brand details will be obtained from the agency to the brand manager.
2. Brand manager will pass this information to the campaign strategist and
implementation manager.
3. They both hands over this new campaign details to the EPM and omnichannel
specialist
4. Contents will be given to the EPM whereas campaign flow and process will be
given to the omnichannel specialist.

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 5. There are two process that goes on simultaneously. (i.e. content build and
campaign operations)
6. BRD will be prepared and works will be allocated in JIRA.
7. BRD discussion meeting will be held.
8. Further EPM hands over the requirement for the content build process
9. Specialist hands over the requirements to the operations team.
10. After the files are ready, email deliverability manager checks and assigns the
count of email to be sent.
11. After this epm signs off the document.
12. Quality assurance is done
13. Campaign is deployed.

Content build process:

1. Required documents will be given and team prepares the asset

2. After the asset is build it will be verified and goes through RV creation
3. After RV changes are made and test verification is done.
4. RV is sent to MLR.
5. After MLR, CV is created and it is sent to AFD
6. After AFD files are uploaded for the campaign operators to deploy

Campaign Operation:

1. With the help of BRD, operators plan the campaign flow in the Adobe campaign
tool.
2. They operate in Stage and prod.
3. After the stage files are migrated to the prod.

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Figure 4: Sample BRD

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 CHAPTER - 5

PRESENT WORK

First, the necessary tools used for the implementation of the omnichannel operations
are explained. Later, there is an depiction of adobe campaign tool, the standard data
schemas. Finally, the implementation and testing are explained.

5.1 ENVIRONMENT & TECH STACK

One of the major tool used in marketing operatios is Adobe Campaign is a platform for
designing and executing digital marketing campaigns and provides an environment for
visual campaign orchestration.

Adobe Campaign, a comprehensive email marketing tool, empowers businesses to

create, automate, and optimize their email campaigns. With Adobe Campaign,
businesses can easily create campaigns with defined goals, target specific audiences,
and schedule deliveries. The tool offers a user-friendly drag-and-drop email editor that
allows for visually appealing email content creation, including images, text, and
dynamic elements. Personalization options based on recipient data further enhance
engagement. Automation features enable triggered emails and follow-up actions based
on recipient behavior. Adobe Campaign also provides testing and previewing
capabilities to ensure seamless email rendering across different email clients. Detailed
reporting and analytics allow for monitoring and optimization of campaign
performance. Compliance features help businesses adhere to email marketing
regulations, such as CAN-SPAM and GDPR. Overall, Adobe Campaign is a powerful
tool for businesses looking to design, automate, and optimize their email campaigns,
resulting in more effective and engaging email marketing efforts.

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 Figure 5: Adode campaign homepage

Photoshop is used for the developing of HTML for design purposes.

The Photoshop app, available on desktop and mobile devices, is a powerful design tool
used by designers and creatives for a wide range of purposes. With its extensive features
and capabilities, Photoshop app provides a versatile platform for creating visual content.

Designers can use the Photoshop app to create graphics for social media posts, website
banners, logos, product packaging, promotional materials, and more. The app offers
robust design tools, such as layers, brushes, filters, and blending options, that allow for
precise control over design elements and the ability to create intricate and visually
appealing designs.

Furthermore, the Photoshop app supports design for various screen sizes, including
desktop, mobile, and tablet, allowing designers to create responsive designs that adapt
to different devices and platforms. The app also provides tools for creating mockups and
wireframes, helping designers visualize and present their design concepts to clients and
stakeholders.

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With its seamless integration with other Adobe Creative Cloud apps, such as Adobe
Illustrator and Adobe XD, designers can easily transfer their designs between different
apps for a streamlined design workflow.

Figure 6: Photoshop preview

SNAGIT: For capturing mobile view and desktop view of the asset.

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 Figure 7: Snaggit preview

BOX app for syncing and uploading files.

The Box app is a cloud-based content management and collaboration tool that provides
businesses with a secure and scalable platform for managing and sharing files and
documents. The Box app offers a range of features and use cases that can enhance
productivity and streamline workflows for individuals and teams.

One of the primary uses of the Box app is file storage and sharing. Users can upload and
store files in the cloud, making them accessible from any device with an internet
connection. Files can be easily shared with internal and external collaborators, allowing
for seamless collaboration and file sharing within and outside of the organization. Users
can also set permissions and access controls to ensure that files are shared securely and
only with the intended recipients.

The Box app also offers robust document management features, including version
control, document editing, and commenting. Team members can collaborate on
documents in real-time, making it easy to work on projects together and track changes.
The version control feature allows for the management of different versions of
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documents, ensuring that the most up-to-date version is always accessible and easy to
revert to if needed.

In addition, the Box app provides integrations with various third-party apps, such as
Microsoft Office, Google Workspace, and Adobe Acrobat, enabling users to work
seamlessly across different applications and streamline their workflows. The app also
offers powerful search and metadata capabilities, making it easy to find and organize
files efficiently.

Figure 8: Box folder

DREAMWEEVER: For building the asset.

The Dreamweaver app, a popular web design software developed by Adobe, is used for
building HTML (Hypertext Markup Language) websites and web applications. The app
offers a range of features that facilitate the creation and editing of HTML code, making
it a powerful tool for web designers and developers.

One of the primary uses of the Dreamweaver app is HTML code editing. The app
provides a visual interface that allows designers and developers to create and edit HTML
code using a WYSIWYG (What You See Is What You Get) editor. Users can easily add,
modify, and format HTML elements, such as headings, paragraphs, lists, images, and
links, using the visual editor, making it easy to create web pages without needing to

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 write code manually.

The Dreamweaver app also offers a powerful code editor with syntax highlighting, code
completion, and error checking features, which are beneficial for experienced
developers who prefer to work with code directly. The app supports various coding
languages, including HTML, CSS (Cascading Style Sheets), JavaScript, and more,
making it suitable for building dynamic and interactive web applications.

Furthermore, the Dreamweaver app provides templates and pre-designed layouts that
can be used as a starting point for building web pages. Users can choose from a wide
range of templates and customize them to suit their specific design requirements. The
app also offers responsive design features, allowing designers to create websites that are
optimized for different devices and screen sizes.

The Dreamweaver app also supports integration with other Adobe Creative Cloud apps,
such as Adobe Photoshop and Adobe XD, allowing for seamless design and
development workflows. Designers can create visual assets in Photoshop or XD and
import them into Dreamweaver for further development and integration into web pages.

Additionally, the Dreamweaver app offers features for testing and debugging web pages,
such as a built-in browser preview, code validation, and debugging tools, allowing
developers to ensure that their HTML code is valid and functional.

5.2 DATABASE AND SCHEMA

In AstraZeneca, there are two different schemas – Consumer schema and the Recipient schema.
Both the schema holds the information about the customers and the email that are delivered
to them.

• A particular schema contains all the details pertaining to the customer

• The purpose of this is to check how many people have received the mail thus
calculating the partial success of the campaign.

• Another schema contains the information of the user activity. This is used to
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 gauge the interest area of a particular customer in the campaign. This data can be
processed and used in other campaigns running.

•
Figure 9: Recipient Table

Figure 10: SQL query

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 5.3 WORKING WITH WORKFLOWS
A workflow is nothing but an order of executions that processes a group of information.
Adobe campaign supports with segmentation, record handling, and run campaign by
creating, editing and modifying with its powerful comprehensive graphical
environment.

Workflows in Adobe campaign is used for:

• Execution of specific campaign.

• Set up campaigns from scratch

• Perform scientific tasks like clean up, collecting following data or interim
calculations.

Figure 11: Simple consumer campiagn

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Figure 12: Complex campaign

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 CHAPTER – 6

RESULTS AND DISCUSSIONS

6.1 DEVELOPING ACTIVE INACTIVE CAMPAIGN FOR HCP

Figure 13: BRD for the campaign

With the help of BRD we get the required details like the brand and program
details. We target the specific HCP with the required suppression.

Figure 14: Overall campaign

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 Figure 15: Date loading and file transfer

File transfer and data loading is done at the start of the workflow. Then we are enriching
the recipient data with the database. In parallel we are also reconciling old azid people
with our database. Deduplication and HCP suppressions take places.
After this process we are checking for any subscription activity by the users by specific
program code and product code.

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 Figure 16: Active part of the campaign

In the active part we are doing domain split for google users and other domain users.
For this we using JavaScript code. Then we are checking for fulfillment whether the
users have been targeted before or not. If the users are not targeted we are splitting
the delivery into 4 depending upon their active statuses. After this activity we are
checking for the records availability and configuring the delivery activity.
Simultaneously for other domain we are doing fulfillment check and also records
availability and then we configure the delivery activity with different delivery code.
For active part of the campaign, we are configuring five different delivery codes.

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 Figure 17: Sample JavaScript code

Figure 18: Inactive part of the campaign

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 Inactive part of the campaign starts with excluding members from the active
part. Then inactive part is splitted into 8 different delivery time with different
delivery codes. Deduplication is done after the union activity. Further her also
we check for fulfillment where we remover participants who were already
targeted. Then we check for the availability of records. After all the checks we
proceed to the delivery activity of the email campaign where we upload the
assets.

6.2 ASSET BUILD

Figure 19: Original Email Asset

The design of the email and its content will be given to us by the brand team.
We have to create the HTML for website view and mobile view without any rendering
issues. For this we have specific sizes for each application to be followed. This email
will be tested in the adobe campaign tool before deployment of the original campaign.

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 Figure 20: Asset HTML preview

After creation of the HTML, assets will go through two different reviews.
Review version document will be created with desktop and website view screenshot
of the email along with the links and personalization details mentioned while creating
the asset.
After review version is cleared and further corrections are made, asset goes to
compliance version. Furthermore, after the approval of CV asset goes to the uploading
part to the campaign operators for it to be deployed in the campaign.

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Figure 21: RV Preview

Figure 22: CV Preview

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 6.3 TEST EMAIL BLAST

Figure 23: Test blast Preview

6.4 QUALITY ASSURANCE AND ANALYSIS

Just before the deployment QA team checks for the high quality of the
campaign along with the business assurance testing team. Then the email
deliverability team manages the IP reputation. Along with these teams, tagging
does the pre and post analytics for the campaign with the help of adobe
analytics.

Figure 24: Reports and analysis dashboard

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 CHAPTER – 7

CONCLUSION

In conclusion, omnichannel marketing operations can greatly enhance the

effectiveness and efficiency of email campaigns. By leveraging various
channels and touchpoints, such as email, social media, mobile, and web,
businesses can create a seamless and personalized experience for their
audience. Through integration and automation, they can streamline their email
campaigns, ensure consistent messaging, and optimize customer interactions
across channels.

Omnichannel marketing operations for email campaigns enable businesses to

reach their target audience through multiple channels, increasing the chances
of engagement and conversion. With the ability to personalize content and
offers based on customer preferences, behaviors, and demographics, businesses
can deliver relevant and timely emails, resulting in improved open rates, click-
through rates, and conversions.

Furthermore, automation and integration of email campaigns with other

channels and systems can save time and resources, while also improving the
accuracy and consistency of messaging. By using data-driven insights and
analytics, businesses can continuously optimize their email campaigns, make
data-informed decisions, and improve overall marketing performance.

In today's digital landscape, customers expect seamless and consistent

experiences across channels. By implementing omnichannel marketing
operations for email campaigns, businesses can deliver a cohesive and
personalized experience to their audience, fostering brand loyalty, customer
engagement, and business growth

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REFERENCES

[1] Digital Marketing Methodologies

[2] Adobe Campaign Classic
[3] What is Omnichannel Marketing?
[4] Delivery templates in detail

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