Authority
The platform and content must be under control of the own marketing or event department. In context of Novartis this requirement means that Novartis has full access to the platform and all of its functionalities. There should never be a hold up situation.
Measurable
The platform must generically measure, analyze and report the performance of all events. In context of Novartis this requirement means, that the platform has to deliver metrics, that enable Novartis to evaluate the performance of each event and to compare the performance of events to create systematically learnings and optimizations.
Integrated
The platform must be integrated into the existing marketing software infrastructure. In context of Novartis this requirement means that the platform should be able to integrate itself into the existing software infrastructure of Novartis. This feature will be discussed thoroughly in chapter 2.
Connected
The platform must be able to connect to all available communication services. In context of Novartis this requirement means that the platform should be able to integrate itself into the existing software infrastructure of Novartis. To fit the requirement of different companies or even nations, the platform should not use a generic communication tool. Instead, it should be able to use different tools (e.g. MS Teams, Adobe Connect, Kaltura). Especially for the Chinese market national communication tools should be used.
Ongoing:
The platform must be able to host the content prior, during and after virtual or hybrid events. Compared to real events, virtual events have the advantages to be independent of time and place. Especially the independence of time creates the chance to extend the live time of virtual events to week, months or unlimited time. As long as events create visitors, they should be ongoing.
