Predictive Analytics Driven Campaign Management Support Systems

Abstract

This paper uses design science research foundations to establish requirements for predictive analytics-driven Campaign Management Support Systems (CMSS). We assert the "campaign" as the unit of analysis for these systems, because campaign management is central to the marriage of marketing resource management and the ideals of demand/customer-driven supply chains. Current CMMS are fragmented, disconnected and batch-oriented - they are not enterprise-centric. They do not address governance, integrated deployment or the risk of unexpected consequences of campaigns gone awry. However, they should given examples of recent campaign failures at Target and other companies. Further, they do not support domain specific performance measurement and monitoring. We develop requirements for CMSS. We provide a conceptual architecture and monitoring engine. The architecture and engine are founded in vigilant information systems design theory. The CMSS design builds on earlier research in a predictive analytics deployment methodology called "DEEPER".