Campaign Management (EDM) Effectiveness

Project Description

Our client needed to standardise the process to deliver Electronic Direct Marketing (EDM) campaigns across the enterprise
Our role was to design and implement a consistent data management practice and provide a Single Customer View (SCV) for all EDM campaigns

What We Did

Interviewed business stakeholders from multi locations who ran different processes to identify the people, process, data, and technology used for the various EDM campaigns
Identified the gain & pain points and opportunities available to the Marketing team within and surrounding the complexities of EDM
Created a Business Requirements Document (BRD) to capture
1. Current state of operation,
2. Data sources list,
3. Data source with Available and Used attributes,
4. Target state Requirements, and
5. Target state of Operating Model and processes

Outcomes Delivered

Standardised campaign practices across multiple sites ensuring efficiencies and effectiveness of the campaign process
Improved data richness, completeness, and consistency by identifying 20 new data sources
Enabled client to profile its customers more effectively, segment the market, and tailor the customer value proposition (CVP) to specific customer groups
Improved customer experience through a standardised and consistent process and use of data