We created a marketing and business requirements report that
- Provided an understanding of the existing group approach to commenting, community, engagement and moderation within different areas of the business with a focus on marketing
- Offered an understanding of the different department business requirements for comment functionality (marketing, editorial, commercial, customer value team, technical, etc).
- Took a clear strategic decision about the different forms of digital interaction based on data and business insight.
- Determined the best technology (through supplier selection) based upon editorial, user experience, and tech/product resources.
- Set clear marketing KPIs to drive marketing engagement, acquisition and strategic benefits.
- Created different business cases and budget allocations dependent on the supplier recommendations and department creation options