Project Description
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
- Current state of operation,
- Data sources list,
- Data source with Available and Used attributes,
- Target state Requirements, and
- 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
Project Details
- IndustryLeisure and Entertainment
- Service LineCustomer Experience