• Background Research: Understanding ODAT’s development, launch, and initial feedback from the Martech Discovery research.
• Survey Design: Crafting a survey to gather feedback on ODAT usage, user satisfaction, pain points, and improvement suggestions.
• Survey Execution: Distributing the survey to ODAT users across different access permissions (admin, edit, read-only) and regions.
• Interviews: Conducting interviews with select users to gain deeper insights into their experiences and pain points.
• Data Analysis: Analyzing survey responses, interview transcripts, and feedback to identify common themes and pain points.
• Documentation: Documenting key findings, pain points, and improvement suggestions.

Identified Problems:

• Time-Consuming Campaign Setup:

• • Manual entry, duplication, and inefficient automation features contribute to lengthy campaign setup times.

Users find it challenging to keep up with business expectations due to the time required for campaign configuration.

Manual Data Entry Errors:

• Non-linear data entry process leads to mistakes and inconsistencies.
• Mandatory fields are often irrelevant or unknown, prompting users to enter random values.

Information Hierarchy and Visibility:

• Lack of a comprehensive view hampers understanding and editing of campaign details.
• Important information is buried or hidden, making it difficult to access or edit.

Inefficient Automation Features:

• Lack of flexibility and clarity in automation features such as component auto-generation and cloning.
• Bulk/group actions are not well-defined, leading to inefficiencies in task completion.

Fixed Structure Limitations:

• ODAT’s structure is campaign-centric rather than customer-centric, hindering adaptability to agile campaign processes.
• Incompatibility with multi-brand or medical campaign types requires workarounds and compromises.

Integration Issues:

• Lack of integration with other AZ tools necessitates manual data entry, leading to inefficiencies and potential errors.
• Limited support from the BOT for existing campaigns adds to integration challenges.

Training Material Shortcomings:

• Users express a need for more examples and visual aids in training materials to enhance understanding.