Improving campaign delivery through greater use of data and resources to maximise campaign ROI and customer engagement.
We undertook pre and post campaign analytics, campaign design and execution, operational campaign reporting, best practices and process design.
Problems & pain points
Insights without actionable decisions
Customer and business insights are incredibly valuable assets to have, but must be acted upon in a reasonable time frame. If they aren’t acted upon in a timely fashion they often generate no real business value, which was the case with our customer.
Depth of domain knowledge
A wide number of technologies being implemented in such a unique and rapid fashion resulted in a wealth of undocumented knowledge specific to the environment.
Data quality and integrity issues
Poor planning and implementation had resulted in data structures and processes that didn’t prevent, restrict or even detect problems leaving the business with an unfeasible amount of inoperable data.
Database performance issues were often a continual hindrance to the productivity of the campaigns team. An outage of the marketing platform can put entire teams or divisions out of work for impractical amounts of time.
Complexity of technology
There were impractical and out of date processes in place leading to stifled innovation and poor productivity among employees.
Solutions and outcomes
We developed a systematic decision engine that optimises the performance of campaigns and enables the development of marketing campaigns on the fly for each unique customer, while mitigating the issue of unused insights. We delivered this end-to-end solution by combining our expertise in data warehousing, advanced analytics and application development.
Agile, adaptable campaigns
The campaigns were built so they are flexible, adaptable and agile. This ensures that major changes in campaign strategy can be accommodated via a streamlined process as opposed to the construction of a new solution.
We implemented solutions to help automate many previously laborious tasks, including the loading of external data sources into the marketing database, transfer of data between databases and verification of lead allocation.
Campaign delivery framework
We undertook a review of the end-to-end campaign process, interviewing members across teams to fully document and advise on campaign delivery – ensuring all areas of campaigning including product, legal, creative, insights, delivery and reporting were addressed and effectively contributing to positive customer experience.
Our Personalised Marketing Campaign solution has since allowed our customer to change and adapt up to 20 different offers under three revised strategies all based on a solid 400 customer profiles. This solution has helped the business send more than one million communications over the last year. It has helped to increase the retention of off-contract and nearly off-contract customers, maximise the return on investment and as well as build a robust footprint into real-time campaigning.
Our Fixed Onboarding Pre-activation Campaign solution alleviated a major pain point for customers who previously had to put up with inconsistent and sometimes contradictory system notifications. The other benefits of this campaign was a reduction in early tenure churns improving NPS and reducing the number of calls made to the customer call centre by 60%.
A marketing platform is only as good as the data that goes into it. Our specialisation in data warehousing and data integration solutions was crucial to identifying and making recommendations on data quality and data model issues, which when addressed helped improve the performance of the marketing platform. Campaigns ran faster and with greater accuracy – leading to fewer errors and less verification overhead.
By automating tasks, business users can be more agile in their approach to identifying leads allowing more time for the creative aspects of marketing and campaigning, without needing to deal with unnecessary operational overheads.