RBG - CRM BRD - Marketing - v4.1

Controlled copy Business Requirements Document
Marketing Management
Business Requirements Document
V4.1
DOCUMENT VERSION 4.1
Program / Project Name: UNB Customer Relationship Management
Business Sponsor/ Recipient Union National Bank – Retail Banking Group

of Deliverable:
Union National Bank - Injaz
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Table of Contents
1.0 Document Control 4
1.1 Change Log 4
2.0 Business Process and Entities 5
2.1 Business Areas 5
2.1.1 Marketing Management 5
2.1.2 Digital Marketing 13
2.1.3 Loyalty Management 14
2.1.4 Mobility 15
2.1.5 Reporting 16
3.0 Business Requirements 17
3.1 Marketing Plan Management 17
3.1.1 Marketing Planning 17
3.2 Campaign Management 18
3.2.1 Campaign Design 18
3.2.2 Campaign Launch 25
3.2.3 Campaign Response Management 27
3.3 Segmentation 29
3.3.1 Segmentation Criteria Application 29
3.3.2 Target List Management 30
3.4 Event Management 31
3.4.1 Event Planning and Design 31
3.4.2 Event Response Management 31
3.5 Digital Marketing 32
3.5.1 Engaging Customer 32
3.5.2 Profiling 33
3.5.3 Moderation 33
3.5.4 Driving Sales 34
3.5.5 Driving Customer Service 35
3.5.6 Analytics 35
3.6 Loyalty Management 36
3.6.1 Accrual Criteria Setup 36
3.6.2 Accrual Management 37
3.6.3 Member Services 38
3.7 Mobility 38
3.7.1 Marketing Management 38
3.8 Reporting Requirements - Marketing 39
3.8.1 Campaign Dashboard and Report 39
3.8.2 Lead Generation by Source 39
3.8.3 Lead Generation by Fulfillment Partner 40
3.8.4 Event Dashboard and Report 40
3.8.5 Top 10 Campaigns by ROI 41
3.8.6 Marketing Contribution to Overall Pipeline 41
3.8.7 Total Marketing Spend Overview 41
3.8.8 Segment Penetration Effectiveness 42
3.8.9 Channel Effectiveness for Campaigns 42
3.8.10 Bottom 10 Campaigns by ROI 42
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3.8.11 Post Implementation Report 43

3.8.12 Marketing Plan Deviations 43
3.8.13 Lead Conversion by Source across Fulfillment Partners 44
4.0 Appendix 44
4.1 Marketing Data Dictionary 44
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1.0 Document Control
1.1 Change Log

Version Date Author Role Remark
No.
0.1 30/04/2015 Cognizant Consultant Initial draft BRD for Marketing

Management requirements
1.0 03/05/2015 Cognizant Consultant Updated to incorporate feedback
from:
1. UNB IT
2. RBG Products
3. RBG Credit Cards
4. ADC
5. Digital Marketing
Updated to incorporate feedback
from:
1. RBG Products
2. Corporate Communications
1.1 11/05/2015 Cognizant Consultant
3. MRS IT
4. CRM IT
Changes highlighted
Updated to incorporate feedback
from:
1. RBG Products
2.0 18/05/2015 Cognizant Consultant 2. Corporate Communications
3. CRM IT
Changes highlighted
3.0 25/05/2015 Cognizant Consultant Removed Highlights
 BRD updated for comments from
Praveen Bandekar
 Data Dictionary populated in table
in Appendix
Updated Requirements Number
prefixes
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2.0 Business Process and Entities
2.1 Business Areas

2.1.1 Marketing Management
This module encompasses the following functional areas:
1. Marketing Plan Management

2. Campaign Management
3. Event Management
4. Segmentation
Marketing Plan
A marketing plan shall assist in setting out how UNB Product Team aims to translate its marketing
strategy into practice. An effective marketing plan must set clear objectives that shall help UNB
Team towards its longer-term strategic goals. The marketing plan must also list down the key
resources that shall enable UNB Team to achieve these objectives.
There can be a single Marketing Plan encompassing all business units or individual Marketing Plans
can be created for each business unit, product line or region based on needs of the business.
Typically Marketing Plans are created for defined time period such as quarterly, half yearly or
annually.
Key elements of a typical Marketing Plan are –
 Marketing Plan Goals: These outline the main objectives of the current Marketing Plan. Goals
capture the key metric to measure the success of the marketing plan E.g. ROI%, Number of
Leads, # of Opportunities, etc. along with the target values to define the performance objectives of
the marketing plan. A Marketing Plan can have one or more Goals associated with it.
 Marketing Plan Components / Initiatives/Tactics: These capture the key marketing initiatives
planned to be undertaken to convey the marketing message to one or more groups target
audience E.g. Marketing Programs, Stand-alone Campaigns or Events planned as part of the
Marketing Plan.
 Marketing Funds & Budgeting: Marketing Fund facilitates to establish a budget for each
marketing department or cost center that is part of the Marketing Plan. It allows users to monitor
current amounts for initial, allocated, committed, and spent funds – thus providing an up-to-date
standing of the funds allocated towards the marketing plan. It also allows tracking and monitoring
of Budget Requests and Approvals across departments for various marketing initiatives such as
campaigns, events, etc.
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 Marketing Plan Expenses: These allow users to captures details for each budget expense
along with additional information, such as the purchase order number and invoice details that
were incurred during execution of the Marketing Plan. CRM assists in tracking actual expenses
against the planned and forecasted budget allocations, thus providing key insights in cost
management.
 Marketing Plan Resources: This list down the critical resources that are involved in planning
and execution of the Marketing Plan. E.g. Teams / people involved in planning and executing the
plan, physical assets, collaterals and digital documents that are required for campaigns or events
which are part of the Marketing Plan.
Marketing Program:
 A marketing program is a multistep dialogue in which UNB can plan and set up a
series of communications to its customers and prospects in a pre-defined time
period. Marketing Programs are best leveraged when Marketing Team requires
designing a multi-stage marketing initiative, where each stage involves multiple
campaigns, events, associated target audience with each aiming to achieve one
sub-part of the overall Program.
 Stages can be designed to be recurring or they can be designed to follow a process
flow where outcome of previous stage translated into inputs for next stage launch -
 Marketing Program with Recurring Campaign: Scheduled to recur at standard
intervals or specific times (daily, weekly, monthly, quarterly, and yearly). Example of
a recurring Program can be a monthly repeating “Welcome on-board program for
new customers” where first stage of the Program involves identifying list of new
customers acquired and executing a campaign to send out welcome letters, email
and kits to customers. Subsequent stage may include outbound welcome calls to
customers.
 Event / Response -triggered Marketing Program: Provides a follow-up activity based
on an action. E.g. new “Ultra-Premium Credit Card Launch Program” can have first
Stage to create Awareness by executing an email campaign to existing Platinum
card holders, soliciting their interest in upgrading. Stage two of the campaign can
involve Opportunity Creation by executing outbound calls and email to only those
customers that expressed interest in upgrading.
 Marketing Program is typically associated as a Component / Initiative / Tactic under
one or more existing Marketing Plan.
Campaign Management
A campaign is the initiative in which Marketing Team conveys the marketing message to one or
more groups of people that were selected on the basis of specific criteria. Typically, campaigns
deliver a promotional offer to retain current customers or to acquire new customers across channels
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of communication. The goal of a marketing campaign is to create an opportunity that ultimately

results in a sale, brand recognition, or some other type of response.
Campaigns can be stand-alone in nature or they can be part of a multi-stage Marketing Program.
One or more Campaigns are typically assigned under a Marketing Plan.
Key elements of a Campaign are –
 Activity Plans: These are pre-defined list of activities that need to be performed by particular
team members at a particular stage in the Campaign lifecycle.
 Offers: An offer is a single proposition or message to a customer that provides an incentive to
respond and is valid for a fixed time period. E.g. Offer to upgrade to a premium credit card with no
additional one time or annual costs available to customer, valid for 15 days since the date of offer.
Offers can be reused across multiple campaigns, but the campaign is a one-time instance of the
offer presented to a customer at a certain point in time.
 Campaign Channel / Treatment: A treatment is a channel-specific instance of an offer. You
create a treatment for every channel, such as email or direct mail, through which you want to
deliver the offer. E.g. there can be two separate Channel / Treatments for above Credit Card
Upgrade offer – SMS and Email.
 Segment: A segment defines a target set of customers or prospects based on pre-defined criteria
and attributes of the customers such as demographics, geography, etc. E.g. the segment can be
selected as all current UNB Platinum credit card holders for duration of one year or more with
annual salary above particular value. A campaign can target one or more segments.
 Team Members: This lists down the all UNB employees involved in the campaign planning and
execution. This shall drive the visibility of these users to particular Campaigns in CRM.
 Responses: Whenever prospects or contacts respond to an offer through any channel (by
inbound email, the Web, a call center, or sales representative), their responses may be captured
in detail using the Responses screen. E.g. Interested, Not Interested, Contact Later, Requested
More Info, etc.
 Waves: Campaign execution to target list of customers can be executed in a distributed manner.
E.g. In case outbound calls need to be made to 1000 customers; these can be equally distributed
in four waves with 250 customers included in each wave. This helps to organize and distribute
workload.
Relationship between these Entities:
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Marketing
Plan
Marketing
Campaign Event
Program
Target List Offers Responses Segment
Channel /
Treatment
Fig 1. Relationship between Marketing Entities
The whole Campaign Management can be summarized into 4 phases as depicted in the figure
below:
Fig 2. Contextual Diagram
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Campaign Management Overall Process:
Fig 3. Campaign Overall Process
Campaign Design:
Fig 4. Campaign Design Part 1
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Note: Approval flows can be called by user at a stage which seems apt depending on user’s discretion.
The process only captures an instance
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Note: Approval flows can be called by user at a stage which seems apt depending on user’s discretion.
The process only captures an instance
Campaign Launch:
Fig 7. Campaign Launch
Campaign Response Management:
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Fig 8. Campaign Response Management Part 1
Fig 9. Campaign Response Management Part 2
Segmentation – This function will allow Campaign planners to be able to search in the customer
CRM data base and identify the set of customers which they want to target under a particular
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Campaign. Ability to do complex querying using multiple customer attributes will help users to
retrieve matching customers within CRM without going to any other team or system
Event Management – This functional area will enable Injaz sales team to create an Event
record in system to be able to attach their leads and process them. Such Leads will have source
captured as “Event” for any further tracking
Event Management Overall Process:
Fig 10. Event Management Overall
2.1.2 Digital Marketing

Digital Marketing covers the functionality of engaging customers in digital world including social
forums. CRM will enable UNB to manage their inquiries and complaints from the digital world
more effectively to give Customer a consistent experience
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Fig 10. Digital CRM Coverage
2.1.3 Loyalty Management

This module will provide ability to UNB to manage their Loyalty program and accrual rules within
CRM so that CRM can calculate accrued points by getting relevant transactions from core
systems. The accrued points data will be passed to Rewards System where the points for
customer will be managed.
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Fig 11. Set up of Accrual Rules
Fig 12. Member Services
2.1.4 Mobility
Mobile CRM will enable mobile or remote employees at UNB to use mobile devices such as smart
phones and tablets to access, update and interact with customer data wherever they are. Instant
access to CRM system via their mobile devices would ensure that the UNB staff is able to process
the various sales, service and marketing activities in minimal cycle time.
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Fig 13. Functional Areas for Mobility
2.1.5 Reporting
Reporting and Analytics provides key inputs in decision making, helps identify success factors
and pain points across various business areas, aids in tracking and monitoring progress of
individuals and teams.
Requirements for reports and dashboards have been proposed to address the current and future
business needs of UNB across Sales, Marketing and Service functions. This document captures
the reporting requirements under Marketing
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3.0 Business Requirements
3.1 Marketing Plan Management

3.1.1 Marketing Planning
The system should be capable of creating a marketing plan to capture detail about Marketing
Program such as tactics, budget fund and expenses, marketing resources, activities.
Functional Requirements:
CRM User should have ability to –
 REQ.MRP.01: Create a Marketing Plan at any level of Product hierarchy: Product Type,
Category, Sub-Category, Product
 REQ.MRP.02: Create a Marketing Plan by Emirate if defining for a specific region
 REQ.MRP.03: Set goals for Marketing Plans
 REQ.MRP.04: Create and associate marketing initiatives like Campaigns, Events with
Marketing Programs
 REQ.MRP.05: Schedule activities and alerts for planning
 REQ.MRP.06: Develop, manage and track marketing funds
 REQ.MRP.07: Plan marketing budget at any level of Product hierarchy: Product Type,
Category, Sub-Category, Product
 REQ.MRP.08: Submit proposed Budget Plan and overall Marketing Plan for approval
 REQ.MRP.09: Review and approve budget requests
 REQ.MRP.10: Optimally allocate Marketing Resources (budget, people) to marketing
initiatives
 REQ.MRP.11: Add planned expenses for Marketing Plan
 REQ.MRP.12: Create Marketing Programs using a Program template or build a new one
 REQ.MRP.13: Add stages to Programs
 REQ.MRP.14: Specify repeating stages within Programs
 REQ.MRP.15: Add Campaigns to stages
 REQ.MRP.16: Create Activities those need to be done on the Marketing Program by the
Program owner and individuals Campaign owners under it
 REQ.MRP.17: Define the Marketing Calendar period
 REQ.MRP.18: Associate a Marketing Program to a Marketing Plan
 REQ.MRP.19: Update the Marketing Plan details to change as required
 REQ.MRP.20: Maintain Marketing Plan status to reflect the progress of the Marketing Plan
 REQ.MRP.21: View expenses rolled up from the Campaigns and Events associated to the
Marketing Plan
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CRM System should have ability to –
 REQ.MRP.22: Provide approval process and manage escalations for planning for user to
apply as required
 REQ.MRP.23: Refresh the status of Campaigns in Marketing Plan as associated Campaigns
progress
 REQ.MRP.24: Alert Marketing Plan owner on associated Campaign’s closing date
 REQ.MRP.25: Alert Marketing Plan owner on nearing closure of Marketing Plan
Screen Elements:
Refer to the Appendix 4.1 - Marketing Data Dictionary
3.2 Campaign Management

3.2.1 Campaign Design
The user should be able to plan and design new Campaigns in the system
CRM User should have ability to –
 REQ.CAM.01: Initiate a new Campaign by entering the mandatory details

 REQ.CAM.02: Initiate a new Campaign by using an existing Campaign template
 REQ.CAM.03: Associate a Campaign to a Marketing Plan directly
 REQ.CAM.04: Associate a Campaign to Marketing Program
 REQ.CAM.05: Indicate if the Campaign is a recurring Campaign
 REQ.CAM.06: Define the frequency of reoccurrence in case of recurring Campaign
 REQ.CAM.07: Upload management approvals as attachments and indicate receiving of
initial approval
 REQ.CAM.08: Define Campaign Type to capture the Campaign focus
 REQ.CAM.09: Select the Product Category for which the Campaign is planned
 REQ.CAM.10: Capture the Customer Segment brief which are to be targeted under this
Campaign
 REQ.CAM.11: Override system selection of fulfillment channels by selecting one or many
from the below list:
o Branch
o Contact Center
o Injaz
o Telemarketers
 REQ.CAM.12: Select one or multiple channels through which Campaign offers will be
pushed out to the Customers to provide an Omni-channel experience to Customer:
o Email
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o SMS
o ATM
o IVR
o Auto-Dialer
o UNB Website
o UNB Mobile App
o Branch Kiosk
o Face Book
o Twitter
o Comparison Websites
o Third Party Sites
o Plasma Display
o Print Media (No integration)
 REQ.CAM.13: Indicate the assignee for a targeted Customer in case the assignment rules
not able to assign a particular Customer to a fulfillment channel team member
 REQ.CAM.14: Capture Offer details which need to go out in this Campaign and the channel
for communicating that Offer (Treatment)
 REQ.CAM.15: Indicate if any deviations from defined Offer is allowed
 REQ.CAM.16: Indicate if the customers from this Campaign will be eligible for Lucky Draw
 REQ.CAM.17: Tag internal team members to the Campaign with their roles defined to
enable work collaboration for Campaign related tasks including alternate assignee in case
of primary assignee being out of office
 REQ.CAM.18: Define the Campaign lifecycle with important dates like Planned Launch Date
and Campaign End Date
 REQ.CAM.19: Capture expenses for the Campaign at media channel level factoring in all
associated costs
 REQ.CAM.20: Capture the projected income for the Campaign
 REQ.CAM.21: Capture the vendor details who will be providing support in execution of the
Campaign by providing marketing material, logistics
 REQ.CAM.22: Import list of prospect Customers received from an external data source to
run Campaigns against them
 REQ.CAM.23: Indicate during every subsequent application of a Target List when one
already attached there to system to:
o Append to an existing target list
o Refresh the target list
o Create another Target list
 REQ.CAM.24: Segment Customers in database using complex queries – Refer to
Segmentation requirements
 REQ.CAM.24.1: Apply segmented list provided by system to Campaign
 REQ.CAM.25: Create Wave records under Campaigns to distribute Campaign execution
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across multiple waves

 REQ.CAM.26: Upload and associate personalized templates to be used in Campaign
communication and associate with channel for Customers
 REQ.CAM.27: Upload personalized email templates to be used for notification on Campaign
launch for internal users
 REQ.CAM.28: Attach static guiding Campaign scripts for inbound/outbound execution teams
in CRM system
 REQ.CAM.29: Indicate as in how system should assign communication channel to the
Customers in Target List:
o Channel preference
o Percentage distribution
o Manually by one-by-one/ multiple selection
 REQ.CAM.30: Apply an Treatment to a Target List which indirectly tags the corresponding
Offer to the Target List
 REQ.CAM.31: Capture a checklist of Collaterals required for the Campaign execution and
mark them mandatory and non-mandatory
 REQ.CAM.32: Test Campaigns by previewing the Offer and sending it to test email ids and
phone number as applicable
 REQ.CAM.33: Send for supervisor approval
 REQ.CAM.34: View the Campaign details while reviewing and shall be able to:
o Approve and Send for another approval
o Send back for updates with comments
 REQ.CAM.35: Send to Corporate Communications team lead for reviewing and uploading
templates and artwork/ collaterals
 REQ.CAM.36: Re-assign to another team member for reviewing and working on Campaign
 REQ.CAM.37: To capture feedback on the Campaign for other user to view and ask for
more information
Note: This can also be met by collaboration enablement at Campaign level
 REQ.CAM.38: Define if the Campaign can be launched automatically by system or needs to
be manually triggered by user
 REQ.CAM.39: Indicate if all the required offline approvals are received before setting up the
Campaign as ready to launch or for auto-launch
 REQ.CAM.40: Set the Campaign status to capture completion of Campaign design for
system to trigger mandatory checks
 REQ.CAM.41: Override and proceed with Campaign launch even with missing collaterals by
providing fulfillment date for them
 REQ.CAM.42: Update Campaign details until Campaign is launched
 REQ.CAM.43: Create workflow based Campaign templates and save them in system for any
future use. The Campaign template can have the following pre-defined:
o Customer Segmentation
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o Approval flows
o Notification Rules
 REQ.CAM.44: Update the existing Campaign template and save the changes to the
template or create another template
 REQ.CAM.45: Assign priority to a Campaign to be considered for display of Campaign offer
on Customer 360 degree view
 REQ.CAM.46: Collaborate with other team members by opening up a discussion thread
under the Campaign for exchanging views, asking for information and documents
 REQ.CAM.47: Upload expenses against Campaign in a pre-defined template along with
Invoice
CRM System should have ability to –
 REQ.CAM.48: Create recurring Campaigns by automatically selecting Customers based on

predictive analytics using :
o Customer Demographic data
o Customer behavior data
 REQ.CAM.49: Create unique id for all Campaigns for future referencing and tracking
 REQ.CAM.50: Govern screen element display based on Campaign type and other field level
rules
 REQ.CAM.51: Compare external list with existing Customers and Contact in system to
identify if they already exist and accordingly populate existing Customer data or create new
Customer
 REQ.CAM.52: Apply the channel to the Customers in Target List based on the criteria
chosen by user to do the distribution of channel with option for user to override
 REQ.CAM.53: Apply the treatment of Offer as applicable automatically once offer and
channel is selected for Customer
 REQ.CAM.54: Perform validation checks on availability of template depending on channels
and offer treatment selected
 REQ.CAM.55: Perform validation checks on details necessary for setting up auto-launch of a
Campaign or setting Campaign ready for launch on future date
 REQ.CAM.56: Check if all the Collaterals those were indicated as required are available in
the Campaign and alert user if missing.
 REQ.CAM.57: Support different formats of documents to be used as marketing material
such as Word, PDF, PPT and JPEG/ GIF which can be sent through Email besides just
storing on Campaign
 REQ.CAM.58: Provide Campaign brief collated in a pre-defined template to all the
Campaign teams with ability for them to print
 REQ.CAM.59: Assign the Customers/ Contacts to Team coordinator of applicable Fulfillment
Partners selected for this Campaign
 REQ.CAM.60: Send the Campaign to Team Lead for review and approval of the following
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Fulfillment Partners:
o Contact Center
o Telemarketer
 REQ.CAM.61: Automatically notify the assignee through email if the Campaign is waiting for
some further action
 REQ.CAM.62: Automatically notify the alternate assignee once system identifies that the
primary assignee is out of office
 REQ.CAM.63: Send email notifications on change of Campaign status to users involved in
Campaign workflow
 REQ.CAM.64: Capture the overall CPR for Campaign by aggregating the CPR for individual
customers targeted under the Campaign
 REQ.CAM.65: Select the fulfillment channel based on rules
 REQ.CAM.66: Store the collaboration thread if any initiated under the Campaign for any
future reference
 REQ.CAM.67: Capture the TAT for each assignee of the Campaign for future reporting.
 REQ.CAM.68: Capture by list source, the count of existing customers vs. new customers
identified during list and make them available for reporting
 REQ.CAM.69: Allow flexibility for product team to define the prioritization rules for pushing
Campaigns to Customer
Business Rules:
Rule ID Rule Description
RUL.CAM. Rule Name Selection of Fulfillment Partners

01
Conditions The Fulfillment Partners can be selected by system under a

Campaign based on:
1. Product Type
User can always override it
RUL.CAM. Rule Name Target List Exception

02
Conditions Campaigns can be designed without list of Customers. For e.g.,:
1. Campaign Nature: Recurring

2. Campaign Type: Brand Communication
Rule Name Rules for Assignment of Target List

RUL.CAM.
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03
Conditions UNB can consider rules to be able to assign the Customers in

Campaign target list:
1. Fulfillment Partner
2. Product Category
3. Existing Customer
4. Current Workload
5. RM Manager
RUL.CAM. Rule Name Prioritization of Campaign for Pushing to Customer

04
Conditions User shall be able to define rules using multiple criteria:

1. Product Hierarchy Levels
a. Product Type
b. Product Category
c. Product Sub-Category
d. Product Name
2. Campaign Priority
3. Customer Success Likelihood (Determined by system
based on predictive analytics)
E.g.,
 First Check: Within one Product Category
o Shortlist at-least one for each Product Category
based on:
 Level 1: System determined Success
Likelihood (If available)
 Level 2: Campaign Priority
o Level 3: Campaign End
Date nearest
 Second Check: Across Product Category
 Level 1: System determined Success
Likelihood (If available)
 Level 2: Campaign Priority
o Level 3: Campaign End
Date nearest
Sample recurring Campaign design by system:
Campaign Rule Description
Up-sell Loan Conditions  Car Type = Old

 No Car Loan
 Salary >= X
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Up-sell Loan Conditions  Salary <= X

 Card Transaction >= X
 Average Balance in Account <= X
 Segment = X
Up-sell Loan Conditions  Loan Outstanding Amount <= X
 Salary >= Y
 DSR >= X
 Segment = X
Up-sell Loan Conditions  Product Relationship = Loan
 Status = Closed and Not Active
Cross-sell Conditions  Product Relationship = Salary Account
Loan
 Product Category = Loan
 Status = Active
 Outstanding <= X
Cross-sell Conditions  Segment = Not Equal VIP
Loan
 Salary = X
 Credit Score >= X
 DSR >= X
Up-Sell Conditions  Average Balance in Account >= X
Deposit
Up-sell Card Conditions  Card Transaction Amount >=X

Payment
Plan
Cross-sell Conditions  Product Relationship = Salary Account

Credit Card
 Product Relationship = Not Equal to Cards
 Nationality = Not Equal to X
 Salary >= X
 Age <= X
 DSR <= X
Up-sell Conditions  Customer Type = Individual
Credit Card
 Product Category = X
Automatic Campaign Design using Customer behavior data (Predictive analytics):
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Design Conditions Segmentation on Customer behavior

Sample 1
 To identify Customers likely to buy a product:
o Characteristics of Customers who historically
bought another Credit card after having an
existing Credit Card with UNB:
 Salary
 Age
 Hobbies
st
 Credit Limit of 1 card
 Credit Card Fee
 To identify most optimum channel to assign to Customers
identified above:
o Preferred channel
o Offer communication channels used earlier
 Assign “Success Likelihood” for the designed Campaign
Screen Elements:
3.2.2 Campaign Launch
Upon successful completion of Campaign design, system should be capable of launching and
publishing the campaign on centralized Marketing calendar and push to all the applicable channels
and Fulfillment teams. CRM users should be able to view Campaign details along with the Target
List associated
CRM User should have the ability to –
 REQ.CAM.70: Manually launch the Campaign and accordingly change the Campaign launch
date
 REQ.CAM.71: View Campaign details including the Target List Customer as assigned to the
user along with other data within CRM
 REQ.CAM.72: View Campaign highlights on Marketing Calendar and navigate to Campaign
details from the Marketing Calendar
CRM System should have the ability to –
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 REQ.CAM.73: Send e-mail notification to the Campaign owner on a Campaign nearing

launch based on pre-defined rules
 REQ.CAM.74: Check for all approvals to be there on the Campaigns waiting for auto-launch
and notify Campaign owner if not there on T-X day
 REQ.CAM.75: Check for exclusion rules on T-X day on the target list and exclude if any
meeting the exception criteria
 REQ.CAM.76: Notify Campaign owner on the revised target list if system excluded more
Customers based on re-run of exclusion rules before launch on T-X days
 REQ.CAM.77: Captures the actual launch date
 REQ.CAM.78: Send e-mail notifications to other Campaign teams (based on pre-defined
rules) informing about the Campaign launch:
o Channel Lead
o Any other CRM teams/users added in Campaign team
 REQ.CAM.79: Publish Campaigns on a centralized marketing calendar for restricted users
to see
 REQ.CAM.80: Act as an Offer container for other channels such as ATM, Web Portal by
providing a web service interface for retrieving the list of Campaigns that target a specific
user
 REQ.CAM.81: Automatically launch recurring Campaigns on pre-defined date by refreshing
the target list automatically
 REQ.CAM.82: Distribute campaign execution in parts, based on definition of Campaign
Waves
 REQ.CAM.83: Send Campaign offer communication to the target Customers through e-mail
channel
 REQ.CAM.84: Send Campaign offer communication to the target Customers through SMS
channel
 REQ.CAM.85: Send the segmented Customer list to auto-dialer for making calls
 REQ.CAM.86: Track e-mail to capture:
o Successful delivery
o Soft bounce
o Hard bounce
 REQ.CAM.87: Track SMS to capture:
o Delivery
o Failure
 REQ.CAM.88: Generate a list of Customers to which email and SMS bounced and
o Store it in designated place
o Share with designated user
 REQ.CAM.89: Send out Campaign details to ATM system for displaying on ATM screens
 REQ.CAM.90: Send out Campaign details to IVR system to trigger Campaign on IVR menu
 REQ.CAM.91: Send out Campaign details to Auto-dialer to trigger outbound call
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 REQ.CAM.92: Send out Campaign details to Internet Banking Portal and UNB Website
 REQ.CAM.93: Send out Campaign details to Kiosk system for displaying on Kiosk screen
 REQ.CAM.94: Send out Campaign details to Social engine for publishing Campaign on
Digital channels:
o Facebook
o Twitter
o Comparison Websites
o Third Party Websites
 REQ.CAM.95: Send out Campaign details to Branch/ Contact Center Plasma Display
system for displaying on the screen
 REQ.CAM.96: Publish the Campaign details in a pre-defined format on UNB intranet
 REQ.CAM.97: Display Campaigns against in Customer 360 degree view based on the
prioritization rules set in the system
 REQ.CAM.98: Push Campaigns to Customers on all channels based on the prioritization
rules set in the system
Business Rules:
RUL.CAM. Rule Name View of Campaigns

05
Conditions  Fulfillment Partner Team Leads shall be able to see all
Customers in Campaign target list who are assigned to him and
his team
 Fulfillment Partner Assignee shall be able to see all Customers
in the Customers in target list but can work only on those which
are assigned to him
 Fulfillment Partner teams those are not part of the Campaign
shall also be able to view limited information on Campaigns
along with Customers targeted under it. They will not be able to
work on those Customers
Screen Elements:
3.2.3 Campaign Response Management

System shall also be able to track the Customer response and accordingly take them through the
sales cycle as defined in Sales Management Module. For the Campaigns executed through digital
channel, the Corporate Communications team will upload the responses. CRM users themselves
can capture Customer response in system which will trigger sales cycle
Page 27 of 68
CRM User should have the ability to -
 REQ.CAM.99: Capture Customer response to the Campaign against the targeted customer
record under Campaign through human interfacing channels
 REQ.CAM.100: Manually capture the response against the Campaign when received
through Email where system was not able to read and tag it
 REQ.CAM.101: Manually capture the response against the Campaign when received
through SMS where system was not able to read and tag it
CRM System should have the ability to -
 REQ.CAM.103: Receive customer response through website portal interface when

Campaign offer was sent through Email
 REQ.CAM.104: Receive Customer response through SMS
 REQ.CAM.105: Receive Customer response through ATM network interface
 REQ.CAM.106: Receive Customer response through IVR interface
 REQ.CAM.107: Receive the Outbound call details from auto-dialer and store it against
Customer in customer 360 degree view
 REQ.CAM.108: Receive Customer response through UNB Website portal interface for
Campaigns launched on Website
 REQ.CAM.109: Receive Customer response through UNB Mobile Website interface
 REQ.CAM.110: Receive Customer response through Branch Kiosk interface
 REQ.CAM.111: Receive customer response through Social engine
 REQ.CAM.112: Identify the Customer and Campaign against which response has been
received
 REQ.CAM.113: Publish a report for the responses which could not be tagged to a Customer
and Campaign and share it with Contact center team
 REQ.CAM.114: Detect if Customer has expressed interest in which case system shall
capture a Lead for that Customer and assign to the person who was the assignee in
Campaign Target List – Refer to Lead Management requirements on sales cycle
 REQ.CAM.115: Detect if Customer has shown disinterest in which case system shall
capture the response against that Customer under that Campaign for users to view
 REQ.CAM.116: Track the outcome of Lead created against interested Customer and
capture it against the Customer record in the Campaign Target List
 REQ.CAM.117: Auto update the Customer response as ”Not Responded” if there is no
response received from Customer until Campaign End Date
 REQ.CAM.118: Generate an exception list for the Target List on which no action have been
taken within a certain period from Campaign start date (pre-defined rules) and generate an
alert to the Campaign owner and Lead owner
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 REQ.CAM.119: Share list of Customers who got converted under a Campaign and have
made a transaction of certain type in certain period to Lucky Draw system
 REQ.CAM.120: Send notification to all Campaign channel systems for removing the
Campaign from Customer view once Customer responds to Campaign
Screen Elements:
3.3 Segmentation
3.3.1 Segmentation Criteria Application
The system should be capable of providing user with ability to select from a list of criteria in order to
get a list of eligible customers based on defined criteria. The system should also allow user to store
such lists for future reference.
 REQ.SEG.01: Select combination of criteria from a pre-defined attribute list and submit to
system to retrieve matching Customers meeting all applied criteria
 REQ.SEG.02: Select value for the chosen attributes from the pre-defined values for those
attributes
 REQ.SEG.03: Manually apply some optional exclusion rules available for user selection to
get the Target List
 REQ.SEG.04: Save the segmentation criteria applied giving a Segment name for any future
use
 REQ.SEG.05: Save the Segmentation for future use in recurring Campaign under which
 REQ.SEG.06: Submit the segmentation criteria for system to retrieve the matching results
 REQ.SEG.07: Define test and control groups segments for the Campaigns in order to see
the Campaign effectiveness
 REQ.SEG.08: Automatically apply mandatory pre-defined exclusion rules on top of the

search criteria applied by the Customer
 REQ.SEG.09: Read from different hosts systems for multiple pre conditions
 REQ.SEG.10: Allow user to sort and filter on segmented results to better manage the Target
List
 REQ.SEG.11: Save the segmentation criteria for subsequent auto usage for recurring
Campaigns to refresh the list for every recurring launch under a new Campaign Id
Page 29 of 68
RUL.CAM. Rule Name Sample Exclusion Rules

06
Conditions  High Risk Listing
 Bankrupt
 Blacklisted
 Targeted in Campaign for same Product Sub-Category in
last X months
 Rejected for the same product-subcategory in last X
months
Screen Elements:
3.3.2 Target List Management

The system should be capable of displaying list and count of customer shortlisted based on pre-
defined criteria. It should be possible to further refine the list by sorting and filtering the list.
 REQ.SEG.12: Select some or all Customer results and apply to a pre-defined/ Campaign( if
segmentation function called from outside a Campaign)
 REQ.SEG.13: Assign Segment to Customers (Tiers, Segment etc.) retrieved after
application of segmentation criteria for storing on Customer record for future marketing
usage
 REQ.SEG.14: Display list of Customers that match the segmentation criteria to CRM user
 REQ.SEG.15: Append to the existing Target list based on user indication when another
segmentation or uploading action is called within the same Campaign
 REQ.SEG.16: Refresh the existing Target list based on user indication when another
 REQ.SEG.17: Create another Target list based on user indication when another
 REQ.SEG.18: Indicate to user the common records which exist already and filter them out
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when appending to the existing Target List

 REQ.SEG.19: Indicate to user the new unique records added when appending to the
existing Target List
 REQ.SEG.20: Display the count of retrieved Customer records and the count in Target List
Screen Elements:
3.4 Event Management

3.4.1 Event Planning and Design
Users can create a new Event in the system by capturing relevant details and updating them as
required
 REQ.EVM.01: Plan and capture all Event related details

 REQ.EVM.02: Identify a team associated with the Event and capture team details
 REQ.EVM.03: Associate partners who will be supporting execution of the Event
 REQ.EVM.04: Attach any related Event material
 REQ.EVM.05: Update Event details as required
 REQ.EVM.06: Upload expenses against Event in a pre-defined template along with Invoice
 REQ.EVM.07: Generate a unique Event Id for any future tracking

 REQ.EVM.08: Publish the Event on Marketing Calendar when active
Screen Elements:
3.4.2 Event Response Management

Users can create a new Event in the system by capturing relevant details and updating them as
required
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 REQ.EVM.09: Capture attendance at the Event

 REQ.EVM.10: Bulk upload list of attendees to the Event
 REQ.EVM.11: View the duplicates identified by system and either proceed with:
o Upload
o Re-upload
o Exit from process
 REQ.EVM.12: View the successfully uploaded attendee records segregated by acquired
Customer and new/aspiring Customers
 REQ.EVM.13: Check for duplicates and exclude them from upload

 REQ.EVM.14: Display to user the list of records that were not uploaded as these were
duplicates
 REQ.EVM.15: Create and assign Leads from the uploaded list based on Lead assignment
rules
 REQ.EVM.16: Create new Customer and Contact for the attendees which are currently not
present in CRM system
 REQ.EVM.17: Capture source as 'Event' against all records in Target List
Screen Elements:
3.5 Digital Marketing

3.5.1 Engaging Customer
The users should be able to engage with the customers across social media platforms for various
purposes such as broadcasting product information, gathering customer feedback, launching
campaigns, etc.
 REQ.DGM.01: Plan, Design, Launch and Execute a marketing Campaign using Digital
Media as channel: Twitter, Facebook, Websites etc. - Refer to Campaign Management
requirements
 REQ.DGM.02: Broadcast Product information for new product launch, feature
enhancements, user demos via Social Media (RSS Feed, blogs, communities, etc.)
 REQ.DGM.03: Engage with Customers on social platforms like UNB FB page, moderated
community/forum to receive Customer views/ comments
 REQ.DGM.04: Engage with Customers on social platforms to get product feedback from
Customers, Prospects, etc. via Social Media (Twitter, Facebook, Blogs, etc.)
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Note: The requirements REQ.DGM.02, 03, 04 generally are done through dedicated Digital
engine or a Social CRM plug-in on standard CRM applications
 REQ.DGM.05: Send alerts/updates to Customer via Digital Engine regarding location

specific Offers to Customer on Social platforms
 REQ.DGM.06: Integrate with Digital Engine to push Campaign based on Campaign
Treatments/ Channel
Screen Elements:
3.5.2 Profiling
The CRM system should provide ability to store Social Media profile details and attributes such as
interests, likes, followers, friends, tweets, re-tweets, location etc.
 REQ.DGM.07: Receive Social Media profiles of Customers from Digital engine on a daily
basis
 REQ.DGM.08: Identify if the Customer is existing or new using social profile received and
accordingly associate it with existing Customer or create a new Customer respectively
 REQ.DGM.09: Store detailed Social Media profiles and attribute data under Customer 360
degree view
 REQ.DGM.10: Store a flag on Customer profile indicating if social profile is available for a
Customer
Screen Elements:
3.5.3 Moderation
The CRM system should provide ability to integrate with dedicated Digital engine to collect Customer
opinions, feedback or requests raised through the digital media channels. This data should then be
analyzed in CRM to further categorize the nature of information into inquiry, feedback, complaint or
issue.
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CRM System and Social Tool should have the ability to –
 REQ.DGM.11: Capture Customer views/opinions/ feedback related to products/services

leading to Brand Comparison, Brand Perception and Product management
 REQ.DGM.12: Capture Customer views/opinions related to issues, queries, feedback on
Customer services / after sales services
 REQ.DGM.13: Provide user interface (like widgets/apps etc.) on social networks,
Comparison Sites, LinkedIn for a/c opening transaction
 REQ.DGM.14: Analyze data collected from the Digital Media to determine if it's a product
inquiry
 REQ.DGM.15: Analyze data collected from the Digital Media to determine if it's a product
feedback
 REQ.DGM.16: Analyze data collected from the Social Media to determine if it's a service
issue
 REQ.DGM.17: Analyze data collected from the Social Media to determine if it's a general
feedback or compliment
Note: The requirements above are achieved through dedicated Digital engine or a Social
CRM plug-in on standard CRM applications
 REQ.DGM.18: Receive analyzed and categorized feed data in real time
Screen Elements:
3.5.4 Driving Sales

The CRM system should provide ability to generate leads when potential customers express interest
related to any product through digital media platforms. These leads should be assigned to an
appropriate team to progress them further.
 REQ.DGM.19: Create Leads in CRM system if an interest is detected in Customer comment

 REQ.DGM.20: Capture source as 'Social' for such Leads for future tracking
 REQ.DGM.21: Assign Leads to dedicated sales team - Refer to Lead assignment rules in
Lead management BRD
 REQ.DGM.22: Provide updates to the Customer using Social Media via Direct Messages
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through Facebook, Twitter, etc.

 REQ.DGM.23: Capture product feedback received from social platforms to be provided to
UNB product strategy team
Screen Elements:
3.5.5 Driving Customer Service

The CRM system should provide ability to create Service Requests or Complaints upon identification
of issue raised by customer on social media platform. These SRs / Complaints should be assigned
to the appropriate team for resolution and update may be provided to the customer via social media
channel.
 REQ.DGM.24: Create a new Incident if an issue is identified

 REQ.DGM.25: Assignment and management of Incident - Refer to Service management
BRD
 REQ.DGM.26: Provide updates to the Customer on Incident details using Social Media via
Direct Messages through Facebook, Twitter, etc.
 REQ.DGM.27: Provide updates to the Customer on Incident status using Social Media via
Direct Messages through Facebook, Twitter, etc.
 REQ.DGM.28: Capture the general Incident in CRM for future reference
 REQ.DGM.29 Conduct Survey to capture Service Request feedback via Social Media
Screen Elements:
3.5.6 Analytics
The CRM system should provide ability to create reports to track success rate of campaigns and
other initiatives on social media platform.
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 REQ.DGM.30: Track and measure the details on Volume, Sentiments, Demographics, and
Influencers.
 REQ.DGM.31: Report on Campaign success rates based on numbers of responses and
sales Inquiry Incidents - Refer to Lead Management Reports for details
 REQ.DGM.32: Report on Leads generated from Social Media - Refer to Lead Management
Reports in BRD
 REQ.DGM.33: Report on Service Request/ Complaints received from Social Media - Refer
to Service Management Reports in BRD
Note: The requirement REQ.DGM.30 is enabled at Digital engine end
3.6 Loyalty Management

3.6.1 Accrual Criteria Setup
The CRM system should be capable of capturing loyalty program and manage accrual for non-cards
 REQ.LOM.01: Define a Loyalty Program for non-cards

 REQ.LOM.02: Define the Criteria Qualifier for system to check and pick up the right criteria
set
 REQ.LOM.03: Define a combination of criteria set to award or deduct points
 REQ.LOM.04: Define Accrual rules based on different aspects of Customer:
o Product Relationship
o Transaction
o Incident
o Attribute
 REQ.LOM.05: Define point decrement rules based on different aspects of Customer::
o Product Relationship
o Transaction
o Incident
o Customer Profile Attribute
 REQ.LOM.06: Define the selection criteria for Customer segments to be picked for Loyalty
Program
 REQ.LOM.07: View the list of Customers selected in CRM based on the defined selection
criteria - Please refer to Segmentation requirements for further details
Sample Accrual Criteria:
Page 36 of 68
Reward Rule Description
X points Conditions  Transaction Mode = Online

 Transaction Category = Utility Bills
 Transaction Amount .= X
X points Conditions  Transaction Category = Donations
 Transaction Amount .= X
X points Conditions  Service Request Type = Feedback
X points Conditions  Product Relationship = Saving Account

 Average Monthly Balance = X
X points Conditions  Recurring Deposit .= X

 Transaction Mode = Online
 First occurrence
 Transaction Type = Outward Remittance
 Transaction Amount = X
 Transaction Type = Credit
 Transaction
X points Conditions  Transaction Amount = X
 On Debit Card
X points Conditions  Product Relationship = Home loan
 Loan Amount >= X
X points Conditions  Product Relationship = Home Loan
 Loan Anniversary
X points Conditions  Product Relationship = Top-up Loan
 Loan Amount >= X
Screen Elements:
3.6.2 Accrual Management

The CRM system should support tracking and calculation of accrued points for customers across
Page 37 of 68
various event triggers and sources defined within Loyalty Programs.
 REQ.LOM.08: Calculating points for customers under different loyalty programs based on
the accrual rules
 REQ.LOM.09: Viewing of accrued points under loyalty program for each customer from their
banking transactions Incidents
 REQ.LOM.10: Receive transactions from core systems

 REQ.LOM.11: Processing of accrual rules on the transactions as applicable for the customer
under different loyalty programs
 REQ.LOM.12: Sending of accrued points data to reward system to be managed
Screen Elements:
3.6.3 Member Services

The CRM system should provide CRM users with ability to receive member requests and logon to
the reward system to perform action
 REQ.LOM.13: Initiate and manage a request for Loyalty membership servicing – Refer to
Incident Management in Service management BRD
Note: Any updates or processing for such request will be done directly in MRS
 REQ.LOM.14: Access Rewards system partner portal through CRM application
3.7 Mobility
3.7.1 Marketing Management
The CRM system should be accessible on mobile devices across platforms to enable Marketing
Team to view Current Campaign and Offer details, Marketing Calendar and provide ability to capture
leads created from Campaigns.
Page 38 of 68
 REQ.MOB.01: View the Marketing Calendar

 REQ.MOB.02: View the active Campaigns and the Customers under them with restricted
access based on assignee rules
 REQ.MOB.03: Receive alert on ongoing Campaigns to marketing team
 REQ.MOB.04: Capture Customer response to initiate sales cycle
 REQ.MOB.05: View the Event details
 REQ.MOB.06: Indicate presence at the Event
 REQ.MOB.07: Geo stamp the UNB sales personnel location when user updates presence in
Event and store it against the Event
3.8 Reporting Requirements - Marketing

3.8.1 Campaign Dashboard and Report
The system should be capable of generating Campaign dashboard to be able to track and analyze
Campaign results at a summary level. User then shall be able to drill down to see the Campaign
detailed listing.
 REQ.MKR.01: Apply selection criteria to be able to define data for which Campaigns shall be
pulled up
 REQ.MKR.02: View summary of Campaigns grouped by certain parameters and with
aggregated and calculated values
 REQ.MKR.03: View details of individual Campaign by drilling down from summary view
Screen Elements:
3.8.2 Lead Generation by Source

The system should be capable of generating a report displaying all Leads in the system from
different sources. This will help marketing teams to understand what channels are more effective
Page 39 of 68
 REQ.MKR.04: Apply selection criteria to be able to define data for which Leads shall be
pulled up
 REQ.MKR.05: View the aggregated data for Lead response targeted under Campaigns
grouped by channel
Screen Elements:
3.8.3 Lead Generation by Fulfillment Partner

The system should be capable of generating a report displaying all Leads in the system from
different Fulfillment partners. This will help marketing teams to understand the most effective
channel partners for lead creation.
 REQ.MKR.06: Apply selection criteria to be able to define data for which Leads shall be
pulled up
 REQ.MKR.07: View the aggregated data for Lead response targeted under Campaigns
grouped by channel partner
Screen Elements:
3.8.4 Event Dashboard and Report

The system should be capable of generating Event dashboard to be able to track and analyze
results of success with Leads generated through them at a summary level. User then shall be able to
drill down to see the Event detailed listing
 REQ.MKR.08: Apply selection criteria to be able to define data for which Events shall be
pulled up
 REQ.MKR.09: View summary of Events grouped by certain parameters and with aggregated
and calculated values
 REQ.MKR.10: View details of individual Event by drilling down from summary view
Screen Elements:
Page 40 of 68
3.8.5 Top 10 Campaigns by ROI

The system should be capable of generating a report displaying list of Top 10 Campaigns for a
particular time period based on ROI%.
pulled up
 REQ.MKR.12: View individual list of top 10 campaigns with highest ROI for defined time
period
Screen Elements:
3.8.6 Marketing Contribution to Overall Pipeline

The system should be capable of generating a report displaying overall contribution of marketing
initiatives in generating opportunities for UNB.
 REQ.MKR.13: Apply selection criteria to be able to define data for which Campaign
information shall be pulled up
 REQ.MKR.14: View aggregated numbers for campaign and event contributions in
generating business opportunities for defined time period
Screen Elements:
3.8.7 Total Marketing Spend Overview

The system should be capable of generating a dashboard displaying graphical representation of
distribution of total spending on marketing campaigns and events.
 REQ.MKR.15: Apply selection criteria to be able to define data for which Campaign
spending information shall be pulled up
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 REQ.MKR.16: View graphical representation of Total Campaign Spending, grouped by

certain parameters and with aggregated and calculated values
Screen Elements:
3.8.8 Segment Penetration Effectiveness

The system should be capable of generating a report to provide an overview of the effectiveness of
campaigns across various segments.
 REQ.MKR.17: Apply selection criteria to be able to define data for which Segment
 REQ.MKR.18: View aggregated numbers for segments for defined time period
Screen Elements:
3.8.9 Channel Effectiveness for Campaigns

The system should be capable of generating a report to provide an overview of the effectiveness of
campaigns across various channels.
 REQ.MKR.19: Apply selection criteria to be able to define data for which Channel
 REQ.MKR.20: View aggregated numbers for channels for defined time period
Screen Elements:
3.8.10 Bottom 10 Campaigns by ROI

CRM system should be capable of generating a report displaying list of Bottom 10 Campaigns for a
particular time period based on ROI%
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pulled up
 REQ.MKR.22: View individual list of bottom 10 campaigns with highest ROI for defined time
period
Screen Elements:
3.8.11 Post Implementation Report

CRM system should be capable of generating a Campaign post implementation report automatically
on the Campaign End date and email it to the Campaign Owner and his supervisor
 REQ.MKR.23: View Campaign Post Implementation Review report for a particular

Campaign
 REQ.MKR.24: Generate a Campaign post implementation report automatically on the

Campaign end date
 REQ.MKR.25: Email the Campaign post implementation report to the Campaign owner and
his supervisor
Screen Elements:
3.8.12 Marketing Plan Deviations

CRM system should be able to generate a report to highlight the deviations in the Marketing plan
from the planned facets. This report shall be emailed to certain users based on their involvement in
the Marketing Plan
 REQ.MKR.26: View Marketing Plan deviations report by selecting a Marketing Plan
Page 43 of 68
 REQ.MKR.27: Generate a report on a Marketing Plan highlighting the deviations from the
original plan
 REQ.MKR.28: Email the Marketing Plan deviation report to the Marketing Plan owner and
the owner of the Campaigns/ Events/ Marketing Programs done under it
Screen Elements:
3.8.13 Lead Conversion by Source across Fulfillment

Partners
CRM system should be able to generate a report to indicate the conversion rate on Lead from
multiple sources by Fulfillment Partners
 REQ.MKR.29: View the report for a certain period
 REQ.MKR.30: Generate a report capturing the success rate with Leads from different
sources as followed up by different Fulfillment Partners
Screen Elements:
4.0 Appendix
4.1 Marketing Data Dictionary

Screen Attribute Mandatory Data Type Business Rule
Element Id
Marketing Planning
Basic Details
SE.CMT.1 Marketing Plan Name Yes Free Text
SE.CMT.2 Plan Code Yes Alphanumeric Auto-generated by the
system and must be a
unique value
SE.CMT.3 Type No Picklist Values
SE.CMT.4 Objective No Free Text
SE.CMT.5 Planning period No Picklist Monthly, Quarterly,
Half-Yearly, Annually
SE.CMT.6 Execution Start Date Yes Date
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SE.CMT.7 Execution End Date No Date

SE.CMT.8 Approval Status Yes Picklist Approved, Declined,
Submitted, Needs
Revision
SE.CMT.9 Approved By Yes System
Populated
SE.CMT.10 Approval Date Yes System
Populated
SE.CMT.11 Region No Lookup
SE.CMT.12 Team Yes Lookup
SE.CMT.13 Status Yes Picklist New; In Progress
SE.CMT.14 Owner Yes Alpha Default
SE.CMT.15 Assigned To Yes Alpha Defaulted to the
person who currently
working on it
SE.CMT.16 Description No Free Text
SE.CMT.17 Product Type Yes Lookup
SE.CMT.18 Product Category Yes Lookup
SE.CMT.19 Product Sub-Category Yes Lookup
SE.CMT.20 Product Name Yes Lookup
SE.CMT.21 Estimated Revenue Yes Numeric
SE.CMT.22 Estimated Funds Yes Numeric
Required
Goals
SE.CMT.23 Goal Metric Yes Lookup Goal Metric allows
user to capture the
measurable objective
of the Marketing Plan.
E.g. # Leads, #
Opportunities, ROI
Amount as expected
outcome of executing
the Marketing Plan
SE.CMT.24 Description No Free Text This field allows user
to elaborate about the
Marketing Plan Goals
and Objectives
SE.CMT.25 Metric Format Yes Picklist Number; Percentage;
Currency
SE.CMT.26 Target Amount No Numeric If metric format is
currency then this
field will be enabled
and mandatory
SE.CMT.27 Target Quantity No Numeric If Target Metric is not
currency then this
field will be enabled
and mandatory
Marketing Initiative Planned
SE.CMT.28 Marketing Initiative Name Yes Alpha Marketing Initiatives
help user to capture
the key marketing
activities planned to
be undertaken to
convey the marketing
message to one or
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more groups target

audience E.g.
Marketing Programs,
Stand-alone
Campaigns or Events
SE.CMT.29 Marketing Initiative Type Yes Picklist Event plan, Marketing
Program, Campaign
SE.CMT.30 Marketing Initiative Sub- No Picklist This field allows user
Type to capture the precise
objective of the
initiative E.g. A
campaign initiative
may be designed for
any of the following
reasons - Acquisition,
Awareness, Follow-
up, Cross-sell, Up-
sell, Win-back, and
Loyalty.
SE.CMT.31 Planned Start Date No Date
SE.CMT.32 Planned End Date No Date
Fund Details
SE.CMT.33 Fund ID Yes Alphanumeric Auto-generated by the
unique value
SE.CMT.34 Initial Amount Assigned Yes Numeric This field indicates the
amount assigned to
the marketing fund at
the beginning of the
planning cycle
Submitted, Needs
Revision
SE.CMT.36 Funds Approved Yes Numeric Automatically
calculates total of
Approved Budget
amount from budget
requests
SE.CMT.37 Funds Spent No Numeric Automatically
calculates total of
actual expenses from
the tactics associated
with the fund
SE.CMT.38 Funds Available Yes Numeric Auto calculated (Initial
Amount – Spent-Net
Adjustments)
SE.CMT.39 Locked No Checkbox When this check box
is selected, the
marketing fund can
only be updated by a
Marketing
Administrator
SE.CMT.40 Net Adjustments No Numeric This can be put in to
capture if there are
any adjustment made
to the fund post
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locking
Budget
SE.CMT.41 Budget Request ID Yes Alphanumeric Auto-generated by the
unique value
SE.CMT.42 Budget Category Yes Picklist Marketing
Communications,
Advertising, Analyst
Relations, Consumer
Promotions, Direct
Marketing, Event
Marketing, Market
Research, Loyalty
Program, Public
Relations
SE.CMT.43 Product Type Yes Lookup
SE.CMT.44 Product Category Yes Lookup
SE.CMT.45 Product Sub-Category Yes Lookup
SE.CMT.46 Product Name Yes Lookup
SE.CMT.47 Emirate No Lookup
SE.CMT.48 Planning Period Yes Picklist
SE.CMT.49 Total Requested Yes Numeric
SE.CMT.50 Approved Budget No Numeric
Submitted, Needs
Revision
SE.CMT.52 Marketing Plan No Alphanumeric Pre-default with the
Marketing Plan under
which Budget is being
planned. Field is read-
only.
SE.CMT.53 Fund Yes Lookup Identifies the
Marketing Fund that
provides funds for this
budget request
Campaign/ Event Expenses
SE.CMT.54 Campaign Name System Alphanumeric From Campaign/
Populated Event associated
SE.CMT.55 Event Name System Alphanumeric From Campaign/
SE.CMT.56 Expense Name System Alpha From Campaign/
SE.CMT.57 Purpose System Picklist From Campaign/
SE.CMT.58 Unit (in case of variable System Checkbox From Campaign/
cost) Populated Event associated
SE.CMT.59 Invoice # System Alphanumeric From Campaign/
SE.CMT.60 Purchase Order # System Alphanumeric From Campaign/
SE.CMT.61 Assigned Budget System Numeric From Campaign/
SE.CMT.62 Forecast Units System Numeric From Campaign/
SE.CMT.63 Forecast Unit Cost System Numeric From Campaign/
Page 47 of 68

SE.CMT.64 Forecast Expense System Numeric From Campaign/
SE.CMT.65 Actual Units System Numeric From Campaign/
SE.CMT.66 Actual Unit Cost System Numeric From Campaign/
SE.CMT.67 Actual Expense System Numeric From Campaign/
SE.CMT.68 Variance System Numeric From Campaign/
SE.CMT.69 Expense Date System Date From Campaign/
Program Details
SE.CMT.70 Program Name Yes Free Text
SE.CMT.71 Program Code Yes Alphanumeric Auto-generated by the
unique value
SE.CMT.72 Approval Status No Picklist Approved, Declined,
Submitted, Needs
Revision
SE.CMT.73 Type No Picklist
SE.CMT.74 Planned Start Date Yes Date
SE.CMT.75 Planned End Date Yes Date
Campaign
Basic Details
SE.CMT.76 Select Campaign No Picklist If a template is
Template selected then all fields
in Campaign design
which have been pre-
set in Campaign
template will be
populated. User can
update those
SE.CMT.77 Campaign Code Yes Text Auto-generated by the
unique value
SE.CMT.78 Campaign Name Yes Text
SE.CMT.79 Campaign Id Yes System
Generated
SE.CMT.80 Marketing Plan Code No Picklist
SE.CMT.81 Marketing Program Code No Picklist
SE.CMT.82 Status Yes Picklist At creation will be
“New”; Ready for
Launch; · Active,
Expired; Cancelled
SE.CMT.83 Cancellation Reason No Picklist
SE.CMT.84 Channel/s Yes Multiple Value Multiple Channels can
Field be selected
SE.CMT.85 Campaign Type Yes Picklist E.g., Referral; Cross-
sell; Up-sell; Brand
Awareness
SE.CMT.86 Description for No Text
“Campaign Type”- Others
Page 48 of 68
SE.CMT.87 Campaign Nature Yes Picklist Recurring; Onetime

SE.CMT.88 Recurring Frequency No Radio button Mandatory if recurring
Campaign/ Values:
Weekly; Fortnightly;
Monthly; Quarterly;
Hal Yearly; Yearly
SE.CMT.89 Priority Yes Picklist
SE.CMT.90 Target Segment Yes Multi Value field
SE.CMT.91 Description Yes Text
SE.CMT.92 Objectives Yes Text
SE.CMT.93 Campaign Launch Date Yes Calendar Date
SE.CMT.94 Campaign End Date Yes Calendar Date
SE.CMT.95 Created By Yes System
populated
SE.CMT.96 Created On Yes System
populated
SE.CMT.97 Approved By Yes Picklist
SE.CMT.98 Approved On Yes Calendar Date
SE.CMT.99 Last Updated By Yes System
populated
SE.CMT.100 Last Updated On Yes System
populated
SE.CMT.101 Parent Campaign No Picklist
SE.CMT.102 Fulfillment Partner Yes Multi value field Branch; Contact
Center; Injaz;
Telemarketing
SE.CMT.103 Corporate Yes Checkbox
Communication Approval
Required
SE.CMT.104 Stage No Picklist Mandatory in case
Campaign is linked to
Marketing Program
that has Stages
SE.CMT.105 Lucky Draw Applicable Yes Radio Button
SE.CMT.106 Revenue Parameter Yes Multivalue Field Sales; Processing
Fee; Interest Income;
Outstanding
SE.CMT.107 Planned Revenue Value Yes Numeric For each Revenue
parameter
Offer Details
SE.CMT.108 Offer Name Yes Free Text

SE.CMT.109 Offer Code Yes Alphanumeric Auto-generated by the
unique value
SE.CMT.110 Product Category Yes Picklist
SE.CMT.111 Product Sub-Category Yes Picklist
SE.CMT.112 Product Type Yes Picklist
SE.CMT.113 Product Name Yes Picklist
SE.CMT.114 Interest No Alphanumeric
SE.CMT.115 Pricing No Alphanumeric
SE.CMT.116 Fees No Alphanumeric
SE.CMT.117 Tenure No Alphanumeric
SE.CMT.118 Minimum Ticket No Alphanumeric
Page 49 of 68
SE.CMT.119 Bundled Product No Checkbox The fields for details

of offer will repeat as
for the primary
product
SE.CMT.120 Deviations Allowed No Checkbox The fields for details
of offer will repeat as
for the primary
product
SE.CMT.121 Offer Treatment Yes Text By channel
Expenses
SE.CMT.122 Expense Name Yes Alpha
SE.CMT.123 Purpose Yes Picklist This field indicates the
category for the
expense. E.g.
Advertising, Branding,
Collateral, Creative,
Direct Mail, Discounts,
Promotions, Samples,
Printing, Shipping,
Training.
SE.CMT.124 Media Channel Yes Picklist
SE.CMT.125 Vendor Company Name No Free Text
SE.CMT.126 Unit (in case of variable No Checkbox This field Indicates if
cost) the expense is a fixed
or per unit (variable)
cost. Values - Fixed,
Per Unit
SE.CMT.127 Actual Units Yes Numeric This field captures the
actual number of units
that were purchased
as part of this
expense.
SE.CMT.128 Actual Unit Cost No Numeric This field captures the
actual per unit cost of
the purchased made
as part of this
expense.
SE.CMT.129 Actual Expense No Numeric This field captures the
difference between
Forecasted and
Actual expense.
Auto calculated
(Actual Units * Actual
Unit Cost)
SE.CMT.130 Expense Date Yes Date Captures the date on
which expense was
incurred.
SE.CMT.131 Invoice # Yes Alphanumeric Captures the Invoice
number
SE.CMT.132 Purchase Order # Yes Alphanumeric Allows user to
associate the
Purchase Order that
must pay the
expense, which was
created previously
against the Marketing
Page 50 of 68
Initiative / Campaign
during Planning stage.
SE.CMT.133 Assigned Budget No Numeric This field helps
capture the Amount
that was budgeted for
this Expense.
SE.CMT.134 Forecast Units No Numeric This field captures the
number of units
expected to be
purchased as part of
this expense.
SE.CMT.135 Forecast Unit Cost No Numeric This field captures the
expected per unit cost
of the purchased to be
made as part of this
expense.
SE.CMT.136 Forecast Expense No Numeric Auto calculated
(Forecast Units *
Forecast Unit Cost)
SE.CMT.137 Variance No Numeric Indicates the
difference Forecast
and Actual and is
auto-calculated
(Actual Expense –
Forecast Expense)
SE.CMT.138 Invoice Attachment No Attachment
Partners
SE.CMT.139 Vendor Company name No Text
SE.CMT.140 Vendor Contact Name No Text
SE.CMT.141 Vendor Contact Mobile No Text
SE.CMT.142 Vendor Contact No Text
Designation
SE.CMT.143 Vendor Status No Picklist Active; Inactive;
Suspended
SE.CMT.144 Vendor Description No Text
SE.CMT.145 Remarks No Text
SE.CMT.146 Vendor Email No Text
SE.CMT.147 Date Added No System
populated
SE.CMT.148 Added By No System
populated
Templates
SE.CMT.149 Template Category No Picklist
SE.CMT.150 Template Sub-Category No Picklist
SE.CMT.151 Template for Channel No Picklist
SE.CMT.152 Template for Offer No Picklist
SE.CMT.153 Template Description No Text
SE.CMT.154 Template Attachment No Attachment
SE.CMT.155 Template Added By No System
populated
SE.CMT.156 Template Added On No System
populated
Collaterals
SE.CMT.157 Document Category No Picklist
Page 51 of 68
SE.CMT.158 Document Sub-Category No Picklist

SE.CMT.159 Document Attachment No Attachment
SE.CMT.160 Document Added By No System
populated
SE.CMT.161 Document Added On No System
populated
SE.CMT.162 Mandatory Yes Picklist Yes; No
SE.CMT.163 Fulfillment Date Yes Calendar Date Default will be
(Launch Date - X) but
can be edited by user
SE.CMT.164 Send as Email No Picklist Yes; No
Attachment
Wave
SE.CMT.165 Wave Code Yes Alphanumeric Not mandatory
SE.CMT.166 Description No Free Text
SE.CMT.167 Lag Yes Numeric 0 by default. The
maximum lag for the
waves cannot be
greater than number
of days between the
start date and end
date of the campaign.
SE.CMT.168 Lag Unit Yes Picklist (Hours
or Days)
SE.CMT.169 Percentage Yes Numeric 100 by default. For
multiple waves, the
total of percent values
cannot exceed 100%
Attachments
SE.CMT.170 Description Yes Text Not Mandatory
SE.CMT.171 Attached On Yes System
populated
SE.CMT.172 Attached By Yes System
populated
SE.CMT.173 Attachment Yes Attachment
Approvals
SE.CMT.174 Applicable Approval Type Yes Picklist Some of the Approval
Types will be
automatically applied
based on pre-defined
workflow of
Campaign/ Values -
Municipal; Marketing
Head; HORBG;
Corporate
Communications;
Branch; Contact
Center; Telemarketer
SE.CMT.175 Approval Status Yes Picklist This will be selectable
for approvals which
do not happen within
system/ Values -
Received; Pending.
SE.CMT.176 Approved By No Alphanumeric For approval done in
system as part of
Page 52 of 68
Campaign workflow,
system will populate
the approver name
SE.CMT.177 Approval Received On No Calendar Date For approval done in
and Time system as part of
workflow, system will
populate the approval
date and time
SE.CMT.178 Approval Attachment No Upload
Target List
SE.CMT.179 Customer Number/ Lead Yes From Customer/
Id Lead Record
SE.CMT.180 Emirates Id Yes From Customer/
Lead Record
SE.CMT.181 Customer Status Yes From Customer/
Lead Record
SE.CMT.182 Salutation Yes From Customer/
Lead Record
SE.CMT.183 First Name Yes From Customer/
Lead Record
SE.CMT.184 Last Name Yes From Customer/
Lead Record
SE.CMT.185 Gender Yes From Customer/
Lead Record
SE.CMT.186 Preferred Channel Yes From Customer/
Lead Record
SE.CMT.187 Preferred Time Yes From Customer/
Lead Record
SE.CMT.188 Preferred Branch Yes From Customer/
Lead Record
SE.CMT.189 Mobile Yes From Customer/
Lead Record
SE.CMT.190 Primary Email Id Yes From Customer/
Lead Record
SE.CMT.191 Home Phone Yes From Customer/
Lead Record
SE.CMT.192 Office Phone Yes From Customer/
Lead Record
SE.CMT.193 Address Line 1 Yes From Customer/
Lead Record
SE.CMT.194 Address Line 2 No From Customer/
Lead Record
SE.CMT.195 Emirate Yes From Customer/
Lead Record
SE.CMT.196 Country Yes From Customer/
Lead Record
SE.CMT.197 Success Likelihood Yes System Based on behavior
Populated analysis for system
created Campaigns
SE.CMT.198 Select Yes Check Box
SE.CMT.199 Select All No Check Box
Action on Target List
SE.CMT.200 Assign Segment No Picklist
SE.CMT.201 Assign Channel Yes Picklist If under Campaign
SE.CMT.202 Assign Offer Yes Picklist If under Campaign
Page 53 of 68
Segmentation
Query Builder
SE.CMT.203 Select an Existing Yes Radio Button Yes; No
Segmentation Criteria
SE.CMT.204 Select No Picklist Mandatory only when
user decides to select
from an existing
segmentation query
SE.CMT.205 Criteria Yes Picklist From the list above
SE.CMT.206 Operator Yes Picklist Equal To; Not Equal
To; Greater Then;
Less Then
SE.CMT.207 Value Yes Picklist
SE.CMT.208 Submit No Button
SE.CMT.209 A Target list already No Radio Button Append; Refresh;
exists. Do you want to New Target List
append, refresh or create
another target list?
Segmentation Criteria - Filter
SE.CMT.210 Customer Type Yes Picklist Individual; Company
SE.CMT.211 Segment on Yes Picklist Lead; Customer
Segmentation – Demographic
SE.CMT.212 Gender No From Customer
Record
SE.CMT.213 Segment No From Customer
Record
SE.CMT.214 Channel Preference No From Customer
Record
SE.CMT.215 Unsubscribe to Email No From Customer
Record
SE.CMT.216 Email Verified No From Customer
Record
SE.CMT.217 Unsubscribe to SMS No From Customer
Record
SE.CMT.218 Mobile Verified No From Customer
Record
SE.CMT.219 Age No From Customer
Record
SE.CMT.220 Marital Status No From Customer
Record
SE.CMT.221 Highest Level of No From Customer
Education Record
SE.CMT.222 Country of Citizenship No From Customer
Record
SE.CMT.223 Language Spoken No From Customer
Record
SE.CMT.224 Religion No From Customer
Record
SE.CMT.225 UNB Employee No From Customer
Record
SE.CMT.226 Company No From Customer
Record
SE.CMT.227 Company Group No From Customer
Record
Page 54 of 68
SE.CMT.228 Company Type No From Customer

Record
SE.CMT.229 Occupation No From Customer
Record
SE.CMT.230 Industry No From Customer
Record
SE.CMT.231 Length of Service No From Customer
Record
SE.CMT.232 Position No From Customer
Record
SE.CMT.233 Vintage No From Customer
Record
SE.CMT.234 Number of Active No From Customer
Relationships Record
SE.CMT.235 Emirate No From Customer
Record
SE.CMT.236 Referral No From Customer
Record
SE.CMT.237 Exchange No From Customer
Record
SE.CMT.238 Loyalty Points No From Customer State should be
Record populated based on
the country selected
SE.CMT.239 Loyalty Program No From Customer
Enrolment Status Record
SE.CMT.240 Status No From Customer Yes; No
Record
SE.CMT.241 Product Interested In No From Customer
Record
SE.CMT.242 Rejection Reason No From Customer
Record
SE.CMT.243 Creation Date No From Customer
Record
SE.CMT.244 Suspension Date No From Customer
Record
SE.CMT.245 Social Profile Available No From Customer
Record
SE.CMT.246 No. of Followers No From Customer
Record
SE.CMT.247 No. of Friends No From Customer
Record
SE.CMT.248 No. of Communities No From Customer
Record
SE.CMT.249 No. of Groups No From Customer
Record
Segmentation – Customer Behavior
SE.CMT.250 Product Type No From Customer
Relationship Record
SE.CMT.251 Product Category No From Customer
Relationship Record
SE.CMT.252 Product Sub-Category No From Customer
Relationship Record
SE.CMT.253 Product Name No From Customer
Relationship Record
SE.CMT.254 Product Relationship No From Customer
Record
Page 55 of 68
Status
SE.CMT.255 Payment Default No From Customer
Record
SE.CMT.256 DSR No From Customer
Record
SE.CMT.257 Delinquency Status No From Customer
Record
SE.CMT.258 Assets Under No From Customer
Maintenance Record
SE.CMT.259 Transaction Mode No From Customer
Record
SE.CMT.260 Transaction Type No From Customer
Record
SE.CMT.261 Transaction Amount No From Customer
Record
SE.CMT.262 Loan Amount No From Customer
Record
SE.CMT.263 Loan Disbursement Date No From Customer
Record
SE.CMT.264 Principal Amount No From Customer
Record
SE.CMT.265 Interest Amount No From Customer
Record
SE.CMT.266 Interest Percentage No From Customer
Record
SE.CMT.267 Instalment Amount No From Customer
Record
SE.CMT.268 Original Loan period No From Customer
Record
SE.CMT.269 Outstanding Loan No From Customer
Amount Record
SE.CMT.270 Total Instalments No From Customer
Record
SE.CMT.271 Instalments Remaining No From Customer
Record
SE.CMT.272 Deferment No From Customer
Record
SE.CMT.273 Salary Amount No From Customer
Record
SE.CMT.274 Salary Credit Date No From Customer
Record
SE.CMT.275 Credit Limit No From Customer
Record
SE.CMT.276 Available Credit Limit No From Customer
Record
SE.CMT.277 Card Expiry Date No From Customer
Record
SE.CMT.278 Billing Date No From Customer
Record
SE.CMT.279 Last Credit Card No From Customer
Transaction Date Record
SE.CMT.280 Last ATM Transaction No From Customer
Date Record
SE.CMT.281 Last Online Transaction No From Customer
Record
Page 56 of 68
SE.CMT.282 Last Social Transaction No From Customer

Record
SE.CMT.283 No. of ATM Transactions No From Customer
Record
SE.CMT.284 No. of Online No From Customer
Transactions Record
SE.CMT.285 No. of SMS Transactions No From Customer
Record
SE.CMT.286 No. of Social No From Customer
Transactions Record
SE.CMT.287 Date From Yes From Customer If at-least 1 financial
Record behavior criteria is
selected
SE.CMT.288 Date To Yes From Customer If at-least 1 financial
Record behavior criteria is
selected
Event Management
Basic Details
SE.CMT.289 Event Name Yes User Entry
SE.CMT.290 Event Id Yes System
Populated
SE.CMT.291 Event Description No User Entry
SE.CMT.292 Event Type Yes Pick List
SE.CMT.293 Company Name No User Entry
SE.CMT.294 Event Start Date and Yes Date and Time
Time Calendar
SE.CMT.295 Event End Date and Time Yes Date and Time
Calendar
SE.CMT.296 Created By Yes System
Populated
SE.CMT.297 Created On Yes System
Populated
SE.CMT.298 Last Updated By Yes System
Populated
SE.CMT.299 Last Updated Date Yes System
Populated
SE.CMT.300 Channel Yes User Entry
SE.CMT.301 Owner Yes System
Populated
Venue
SE.CMT.302 Venue Name No User Entry
SE.CMT.303 Address line 1 No User Entry
SE.CMT.304 Address line 2 No User Entry
SE.CMT.305 Emirate No Pick List
SE.CMT.306 Country No Pick List
Sales Team
SE.CMT.307 First Name Yes User Entry
SE.CMT.308 Last Name Yes User Entry
SE.CMT.309 Role Yes Picklist
SE.CMT.310 Supervisor No User Entry
SE.CMT.311 Mobile Number No User Entry
SE.CMT.312 Attendance Yes Radio Button
SE.CMT.313 Geo Location No Alphanumeric Latitude, Longitude
information
Page 57 of 68
SE.CMT.314 Geo Location Stamping No System

Date & Time Populated
Marketing Calendar
SE.CMT.315 Event Type Yes From Event
Record
SE.CMT.316 Event Start Date and Yes From Event
Time Record
SE.CMT.317 Event End Date and Time Yes From Event
Record
List of Attendees
SE.CMT.318 First Name Yes From List
Uploaded
SE.CMT.319 Last Name Yes From List
Uploaded
SE.CMT.320 Mobile 1 Yes From List
Uploaded
SE.CMT.321 Primary Email Id Yes From List
Uploaded
SE.CMT.322 Emirate Yes From List
Uploaded
SE.CMT.323 Customer Status Yes From List Prospect; Acquired
Uploaded
Assignment Details
SE.CMT.324 Lead Id Yes System
Populated
SE.CMT.325 Lead Status Yes System
Populated
SE.CMT.326 Assigned To Yes System
Populated
SE.CMT.327 Role Yes System
Populated
Expenses
SE.CMT.328 Expense Name Yes Alpha
SE.CMT.329 Purpose Yes Picklist This field indicates the
category for the
expense. E.g. Venue,
Branding, Leaflets,
F&B
SE.CMT.330 Vendor Company Name No Free Text
SE.CMT.331 Unit (in case of variable No Checkbox This field Indicates if
cost) the expense is a fixed
or per unit (variable)
cost. Values - Fixed,
Per Unit
SE.CMT.332 Actual Units Yes Numeric This field captures the
actual number of units
that were purchased
as part of this
expense.
SE.CMT.333 Actual Unit Cost No Numeric This field captures the
actual per unit cost of
the purchased made
as part of this
expense.
SE.CMT.334 Actual Expense No Numeric This field captures the
Page 58 of 68
difference between
Forecasted and
Actual expense.
Auto calculated
(Actual Units * Actual
Unit Cost)
SE.CMT.335 Expense Date Yes Date Captures the date on
which expense was
incurred.
SE.CMT.336 Invoice # Yes Alphanumeric Captures the Invoice
number
SE.CMT.337 Purchase Order # Yes Alphanumeric Allows user to
associate the
Purchase Order that
must pay the
expense, which was
created previously
against the Marketing
Initiative / Event
during Planning stage.
SE.CMT.338 Assigned Budget No Numeric This field helps
capture the Amount
that was budgeted for
this Expense.
SE.CMT.339 Forecast Units No Numeric This field captures the
number of units
expected to be
purchased as part of
this expense.
SE.CMT.340 Forecast Unit Cost No Numeric This field captures the
expected per unit cost
of the purchased to be
made as part of this
expense.
SE.CMT.341 Forecast Expense No Numeric Auto calculated
(Forecast Units *
Forecast Unit Cost)
SE.CMT.342 Variance No Numeric Indicates the
difference Forecast
and Actual and is
auto-calculated
(Actual Expense –
Forecast Expense)
SE.CMT.343 Invoice Attachment No Attachment
Digital Marketing
Social Profile
SE.CMT.344 First Name Yes Read Only
SE.CMT.345 Last Name Yes Read Only
SE.CMT.346 Email Id Yes Read Only
SE.CMT.347 Phone Number No Read Only
SE.CMT.348 Social Profile Link Yes Multi Value By Social platforms
Field
SE.CMT.349 Gender Yes Read Only
SE.CMT.350 Date of Birth Yes Read Only
SE.CMT.351 Marital Status Yes Read Only
Page 59 of 68
SE.CMT.352 Place Yes Read Only

SE.CMT.353 Interests Yes Read Only
SE.CMT.354 Education Level Yes Read Only
SE.CMT.355 Relationships Yes Read Only
SE.CMT.356 Life Event Yes Read Only
SE.CMT.357 Count of Followers Yes Read Only
SE.CMT.358 Count of Friends Yes Read Only
SE.CMT.359 Count of Communities Yes Read Only
SE.CMT.360 Count of Groups Yes Read Only
Digital Feed
SE.CMT.361 Digital engine Case Id/ Yes Read Only
Incident Id
SE.CMT.362 First Name Yes Read Only
SE.CMT.363 Last Name Yes Read Only
SE.CMT.364 Email Id Yes Read Only
SE.CMT.365 Date of Birth Yes Read Only
SE.CMT.366 Phone Number No Read Only
SE.CMT.367 Customer Feed Yes Read Only
SE.CMT.368 Related to No Read Only Application no.;
Request Id; Complaint
No.
SE.CMT.369 Query Type Tag Yes Read Only Complaint; Request;
Inquiry; General
SE.CMT.370 Query Status Tag Yes Read Only Closed Query; Open
Query
SE.CMT.371 Community Manager Yes Read Only
Email
SE.CMT.372 Community Manager No Read Only
Response to Customer
SE.CMT.373 Community Manager No Read Only
Notes
Loyalty Program
Accrual Criteria Setup
SE.CMT.374 Name Yes Text
SE.CMT.375 Active Flag Yes Checkbox
SE.CMT.376 Criteria Qualifier Yes PickList Points; No. of
Products; Total Value
SE.CMT.377 Operator for Criteria Yes PickList Greater Then; Equal
Qualifier To; Less Then Equal
To; Not Equal To
SE.CMT.378 Value Yes Numeric
SE.CMT.379 Criteria Type Yes PickList Transaction; Attribute;
Incident
SE.CMT.380 Product Name Yes PickList
Relationship
SE.CMT.381 Transaction Mode Yes PickList ATM; Charge; Check;
Deposit; Online; POS;
Transfer; Withdrawal
SE.CMT.382 Transaction Type Yes PickList Credit; Credit Card
Payment; Loan
Installment;
Remittance; Insurance
Premium; Biller
Page 60 of 68
Transaction; Forex;
AMB
SE.CMT.383 Transaction Category Yes PickList This might not be
applicable for Assets [
General values are:
Grocery &
Supermarkets;
Petroleum;
Government Services;
Entertainment ]
SE.CMT.384 Incident Type Yes PickList Complaint; Feedback;
Request
SE.CMT.385 Incident Channel Yes PickList Contact Center; Self-
Service
SE.CMT.386 Customer Profile Attribute Yes PickList Segment; Paperless;
Standing Instructions
Loyalty Points; CPR
SE.CMT.387 Operator for Criteria Yes PickList Greater Then; Equal
To; Less Then Equal
To; Not Equal To
SE.CMT.388 Transaction Amount Yes PickList
SE.CMT.389 Points to be Rewarded Yes Numeric
Points Accrued Summary
SE.CMT.390 First Name Yes System
Populated
SE.CMT.391 Last Name Yes System
Populated
SE.CMT.392 Customer Id Yes System
Populated
SE.CMT.393 Emirate Id Yes System
Populated
SE.CMT.394 Segment Yes System
Populated
SE.CMT.395 Points Allocated Yes System
Populated
SE.CMT.396 Points Allocation Date Yes System
Populated
Reporting
Campaign Dashboard Report – Dashboard Selection
SE.CMT.397 Date Period Yes Date Calendar
SE.CMT.398 Product Type No Multi Value
Field
SE.CMT.399 Product Category No Multi Value
Field
SE.CMT.400 Product Subcategory No Multi Value
Field
SE.CMT.401 Product Name No Multi Value
Field
SE.CMT.402 Channel No Multi Value
Field
SE.CMT.403 Execution Partner No Multi Value
Field
Campaign Dashboard Report – Campaign Summary
SE.CMT.404 Product Type Yes System
Populated
Page 61 of 68
SE.CMT.405 Product Category Yes System

Populated
SE.CMT.406 Product Sub-Category Yes System
Populated
SE.CMT.407 Product Name Yes System
Populated
SE.CMT.408 Channel Yes System
Populated
SE.CMT.409 No. of Campaigns Yes System
Populated
Populated
SE.CMT.411 Total Targeted Yes System
Populated
SE.CMT.412 Responded Yes System
Populated
SE.CMT.413 Interested Yes System
Populated
SE.CMT.414 Converted Yes System
Populated
SE.CMT.415 Campaign Response Yes System
Rate % Populated
SE.CMT.416 Campaign Success Yes System
Rate% Populated
SE.CMT.417 Campaign ROI% Yes System
Populated
Campaign List View
SE.CMT.418 Campaign Name Yes System
Populated
SE.CMT.419 Campaign ID Yes System
Populated
SE.CMT.420 Campaign Owner Yes System
Populated
Populated
SE.CMT.422 Campaign Channel Yes System
Populated
SE.CMT.423 Campaign Launch Date Yes System
Populated
SE.CMT.424 Campaign End Date Yes System
Populated
Populated
SE.CMT.426 Product Name Yes System
Populated
SE.CMT.427 Total # Targeted Yes System
Populated
Populated
Populated
Populated
Rate % Populated
Page 62 of 68

Rate% Populated
SE.CMT.433 Revenue Generated Yes System
Populated
SE.CMT.434 Campaign Cost Yes System
Populated
SE.CMT.435 Cost per Target Customer Yes System
Populated
SE.CMT.436 Campaign ROI% Yes System
Populated
Lead Generation by Source
Criteria
SE.CMT.437 Date From Yes Date Calendar
SE.CMT.438 Date To Yes Date Calendar
Lead Summary
Populated
Populated
SE.CMT.441 Total Converted Yes System
Populated
SE.CMT.442 Conversion Ratio Yes System
Populated
Lead Generation by Partner
Criteria
Lead Summary
SE.CMT.445 Channel Partner Yes System
Populated
Populated
SE.CMT.447 Total Converted Yes System
Populated
SE.CMT.448 Conversion Ratio Yes System
Populated
Event Dashboard and Report
Dashboard Selection
SE.CMT.450 Date To No Date Calendar
SE.CMT.451 Area Yes Multi Value
Field
SE.CMT.452 Event Type Yes Multi Value
Field
Event Summary
SE.CMT.453 No. of Events Yes System
Populated
SE.CMT.454 Leads for Existing No System
Acquired Customers Populated
Received
Converted
SE.CMT.456 Leads for Prospective No System
Page 63 of 68
Customers Received Populated

Customers Targeted Populated
Event List View
SE.CMT.458 Event Name Yes System
Populated
SE.CMT.459 Event Id Yes System
Populated
SE.CMT.460 Event Description No System
Populated
SE.CMT.461 Event Type Yes System
Populated
SE.CMT.462 Event Channel Yes System
Populated
SE.CMT.463 Event Owner Yes System
Populated
SE.CMT.464 Event Start Date and Yes System
Time Populated
SE.CMT.465 Event End Date and Time Yes System
Populated
Received
Converted
SE.CMT.468 Leads for Prospective No System
Customers Received Populated
Customers Targeted Populated
Top 10 Campaigns by ROI
Criteria Selection
SE.CMT.470 Date Range Yes Date Calendar
Field
Field
Field
SE.CMT.474 Product Code No Multi Value
Field
Field
Field
Campaign List
Populated
Populated
SE.CMT.479 Campaign Code Yes System
Populated
Populated
Page 64 of 68

Populated
Populated
Populated
SE.CMT.484 Product Code Yes System
Populated
Populated
Populated
Populated
Populated
Rate % Populated
Rate% Populated
Populated
Populated
Populated
SE.CMT.494 Campaign ROI% Yes System Default Sorting in
Populated Descending order
Marketing Contribution to Overall Pipeline
Criteria Selection
Field
Field
Field
SE.CMT.499 Product No Multi Value
Field
Field
Field
Campaign Data
SE.CMT.502 # Converted from Yes System
Campaigns Populated
SE.CMT.503 # Converted from Events Yes System
Populated
SE.CMT.504 # of Total Opportunities Yes System
Populated
SE.CMT.505 % Opportunities nos. with Yes System
source as Campaign Populated
SE.CMT.506 % Opportunities nos. with Yes System
source as Event Populated
SE.CMT.507 Monetary value of Yes System
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Opportunities created by Populated

Campaign
SE.CMT.508 Monetary value of Yes System
Opportunities created by Populated
Event
SE.CMT.509 Total monetary value of Yes System
all Opportunities Populated
SE.CMT.510 % Opportunities by value Yes System
with source as Campaign Populated
SE.CMT.511 % Opportunities by value Yes System
with source as Event Populated
Total Marketing Spend Overview
Criteria Selection
Campaign Data
SE.CMT.514 Pie Chart Graph Yes System
segregating by count and Populated
percentage of spending
on marketing campaigns /
events across Products
events across Channels
events across Regions
events across Customer
Segments
Segment Penetration Effectiveness
Criteria Selection
Campaign Data
SE.CMT.520 Segment Name Yes System
Populated
SE.CMT.521 # targeted in Segment Yes System
Populated
SE.CMT.522 # Converted in Segment Yes System
Populated
SE.CMT.523 % Conversion in Segment Yes System
Populated
Channel Effectiveness for Campaigns
Criteria
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Campaign Data
Populated
SE.CMT.527 # targeted in Channel Yes System
Populated
SE.CMT.528 # Converted in Channel Yes System
Populated
SE.CMT.529 % Conversion in Channel Yes System
Populated
Bottom 10 Campaigns by ROI
Criteria
Field
Field
Field
SE.CMT.534 Product Code No Multi Value
Field
Field
Field
Campaign Data
Populated
Populated
SE.CMT.539 Campaign Code Yes System
Populated
Populated
Populated
Populated
Populated
SE.CMT.544 Product Code Yes System
Populated
Populated
Populated
Populated
Populated
Rate % Populated
Rate% Populated
Populated
Page 67 of 68

Populated
Populated
SE.CMT.554 Campaign ROI% Yes System Default Sorting in
Populated Ascending order
Marketing Plan Deviation

Marketing Plan
SE.CMT.555 Marketing Plan Name Yes System
Populated
SE.CMT.556 Marketing Plan Id Yes System
Populated
SE.CMT.557 Marketing Plan Start Date Yes System
Populated
SE.CMT.558 Marketing Plan End Date Yes System
Populated
SE.CMT.559 Budget Planned Yes System
Populated
SE.CMT.560 Total Cost Yes System
Populated
SE.CMT.561 ROI Planned Yes System
Populated
SE.CMT.562 ROI Achieved Yes System
Populated
SE.CMT.563 Deviation from Planned Yes System
Start Date (By Tactic) Populated
SE.CMT.564 Deviation from Planned Yes System
End Date (By Tactic) Populated
Lead Conversion by Source across Fulfillment Partners
Fulfillment Partner Performance
SE.CMT.565 Date From Yes System
Populated
SE.CMT.566 Date To Yes System
Populated
SE.CMT.567 Leads from Source Yes System All Sources will be
Populated listed as report
columns
SE.CMT.568 Leads Converted Yes System
Populated
Campaign Post Implementation Review Report
A Form view in a pre-defined template populated with identified information from Campaign
Page 68 of 68

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Controlled copy Business Requirements Document

DOCUMENT VERSION 4.1

Program / Project Name: UNB Customer Relationship Management

Business Sponsor/ Recipient Union National Bank – Retail Banking Group

3.8.11 Post Implementation Report 43

1.0 Document Control

1.1 Change Log

0.1 30/04/2015 Cognizant Consultant Initial draft BRD for Marketing

2.0 Business Process and Entities

2.1 Business Areas

1. Marketing Plan Management

Key elements of a typical Marketing Plan are –

of communication. The goal of a marketing campaign is to create an opportunity that ultimately

Key elements of a Campaign are –

Relationship between these Entities:

Target List Offers Responses Segment

Fig 1. Relationship between Marketing Entities

Fig 2. Contextual Diagram

Campaign Management Overall Process:

Fig 3. Campaign Overall Process

Fig 4. Campaign Design Part 1

Fig 5. Campaign Design Part 2

Fig 6. Campaign Design Part 3

Fig 7. Campaign Launch

Campaign Response Management:

Fig 8. Campaign Response Management Part 1

Fig 9. Campaign Response Management Part 2

Event Management Overall Process:

Fig 10. Event Management Overall

2.1.2 Digital Marketing

Fig 10. Digital CRM Coverage

2.1.3 Loyalty Management

Fig 11. Set up of Accrual Rules

Fig 12. Member Services

Fig 13. Functional Areas for Mobility

3.0 Business Requirements

3.1 Marketing Plan Management

CRM User should have ability to –

CRM System should have ability to –

Refer to the Appendix 4.1 - Marketing Data Dictionary

3.2 Campaign Management

CRM User should have ability to –

 REQ.CAM.01: Initiate a new Campaign by entering the mandatory details

across multiple waves

CRM System should have ability to –

 REQ.CAM.48: Create recurring Campaigns by automatically selecting Customers based on

Rule ID Rule Description

RUL.CAM. Rule Name Selection of Fulfillment Partners

Conditions The Fulfillment Partners can be selected by system under a

User can always override it

RUL.CAM. Rule Name Target List Exception

Conditions Campaigns can be designed without list of Customers. For e.g.,:

1. Campaign Nature: Recurring

Rule Name Rules for Assignment of Target List

Rule ID Rule Description

Conditions UNB can consider rules to be able to assign the Customers in

RUL.CAM. Rule Name Prioritization of Campaign for Pushing to Customer

Conditions User shall be able to define rules using multiple criteria: