Marketing Strategy Lifecycle Management

摘要

Marketing strategy lifecycle management techniques are described. In one or more implementations, a marketing strategy is created and managed using a plurality of entities as part of a lifecycle management system. The system may include a hierarchical structure that describes a relationship of portions of the strategy to each other, such as brand, portfolio, marketing campaign, marketing channel, and marketing activity. In this way, users may view and implement different portions of the strategy through interaction at different levels within the hierarchical structure. Further, access to and implementation of metadata as part of these entities may be managed through use of states and transitions between the states and thus may control which metadata is available to users and business logic that interact with the system.

主权项

1. A method implemented by one or more computing devices, the method comprising:
defining a marketing strategy for a good or service, specified using inputs received via a user interface, as a hierarchical structure having a plurality of entities arranged in corresponding levels within the hierarchical structure to describe an association of marketing activities with respective marketing channels and the respective marketing channels with respective ones of a plurality of marketing campaigns for the marketing strategy; associating metadata for inclusion with respective ones of the plurality entities in the hierarchical structure, via the user interface, that defines characteristics of the respective entities in relation to the marketing strategy, the metadata assigned corresponding tracking codes automatically and without user intervention by the one or more computing devices; collecting values by the one or more computing devices for the metadata of the entities from implementation of the marketing strategy for the good or service using the tracking codes from sources external to the one or more computing devices; and managing a lifecycle of the metadata of respective said entities through use of states and transitions between the states that involve permissions that define which users are permitted to change the metadata, versioning for the changes made to the metadata, and visibility to control access to the metadata and corresponding values by the users or business logic.