Campaign Management is responsible for managing the lifecycle of marketing campaigns, sometimes referred to as "closed loop marketing". Service Provider marketers need to respond to changing market environments with marketing initiatives that push highly targeted messages to increasingly focused segments.
Marketers need an adaptable and flexible campaign management capability that can adjust to evolving customer lifecycles with corresponding targeted marketing strategies. Marketers need to deliver coordinated outbound and inbound campaigns across all points of interaction- focusing marketing resources where the greatest potential value exists. Campaign management needs to:
• Leverage a single, consistent view of customer data.
• Be highly usable, which increases marketing productivity and effectiveness.
• Provide valuable insight into marketing performance through analytics that enable marketers to continually adjust and improve marketing investments.

Experience Insight Management will be used to analyze data to provide insight into the customer and user experience. Outputs may include insights to enable the improvement of the experience, such as NPS, churn probability, etc.

Knowledge Management (KM) supports the identification, collation, labelling, storage and sharing of knowledge. Knowledge includes insights, experiences, intellectual properties (both external and internal), organizational processes and practices that are vital for the enterprise operation and development. It ensures that an organisation is having access to the same set of Information and Data about the Knowledge which is acquired with the time and past experience.

Recommendation Management provides the functionality to drive decisions e.g.. Customer treatment and action for each specific situation based on observing what the customer is immediately experiencing. These decisions can be deterministic (i.e. business rules based), statistical (i.e. Analytical, Machine Learning (ML) or Artificial Intelligence (AI) based so treatment or recommendation is based on what has worked in the past)

Resource Performance Management will monitor, analyze, and report on the performance of the service provider's resources.

Service Performance Management will monitor, analyze, and report on the end-end service performance. This can include a real-time, end-to-end view to ensure that each service is functioning correctly as well as a historical view. These functions build on the Resource Performance data and active end-end service performance test data to provide a view of a service. The component provides a key input to determine the Quality of Service.

intelligence management

intelligence
management