SEM campaign builder
Product Requirements
Version 4.0
Last Saved on 09-30-2011
Author: Ruth Shen
Status: In Progress
Page 1 of 22
1 Document Background
1.1 Document Owner & Scope
This document defines the Search Engine Marketing (SEM) Campaign builder for MerchantCircle.com ARB/SMB project, a too that will build and populate SEM campaign with multiple categories and cities. This structure can used to create a baseline for future SEM initiative and forecast.
1.2 Document Approvers List with Due Date
1.3 Document Reviewers List
1.4 Revision History
2 Table of Contents
1 Document Background 2
1.1 Document Owner & Scope 2
1.2 Document Approvers List with Due Date 2
1.3 Document Reviewers List 2
1.4 Revision History 3
2 Table of Contents 4
3 Overview 5
3.1 Executive Summary 5
3.2 Key Concepts, Terms & Definitions 5
3.3 Product Objective 5
3.4 Key Value Proposition 5
3.5 Problem Assessment 5
3.6 Competitive Space Assessment (Recommended) 6
3.7 Business Cost Benefit Analysis (Optional) 6
4 Summary of Systems Impacted (Optional) 7
5 Functional Requirements 8
6 Technical Requirements 10
7 Security & Privacy Requirements 11
8 Data Requirements 12
9 International / Globalization Requirements 13
10 Other Applicable Requirements (Optional) 14
11 Legal and Contractual Issues 15
12 Use Cases 16
12.1 Use Case 1: Inconsistent Date Ranges 16
12.2 Use Case 2: Random External Event 16
12.3 Use Case 3: Incomplete Picture 16https://docs.google.com/Doc?docid=0ATGnxOx82NLdZGQ1a2RmY3pfMTJ4OTVxajRmag&hl=en
12.4 Use Case 4: Analysis Error 17
12.5 Use Case 5: One Bad Subdomain Spoils the Whole Bunch? 17
13 Key Dependencies 18
14 Risks and Mitigation Plan (Recommended) 19
15 Future Considerations 20
16 Open Issues 21
17 Appendix (Optional) 22
17.1 Research/Prototyping Data 22
17.2 References / Links 22
