MarTech Assessment and Roadmap

Marketing Solution Implementation

Marketing Operations Services

• Provided marketing technology advisory services for one of the largest inbound marketing personalization implementations worldwide. The client needed to improve throughput to better manage the demand for “next best action” recommendations for over 150,000 transactions per hour servicing their 10 million customer base. Recommendations designed to delivered faster response times and lower IT infrastructure costs while enabling the desired business outcomes.
• Created a 12 to 18-month technology implementation and change management plan for the deployment of inbound and outbound offer personalization capabilities at a $35+ billion insurance business. Technology strategy enabled arbitration across multiple lines of business (home, life, car, recreational vehicle, renters etc.), to ensure offers that were best aligned to the needs of the member. Change management plan included training the marketing team to design campaign tactics to ensure the realization of the business benefits.
• Led a customer and marketing data capability assessment to support the implementation of a cloud-based campaign management solution. The objective of the project was to increase prospecting and member engagement capabilities for an $8 billion North American insurance company. Recommendations included the data architecture, data quality remediation plan, third party data appends, ETL strategy and datamart schema design.

• Performed an assessment of marketing call center agent’s user experience at a national insurance company with strong ties to the public sector. Delivered implementation plan for providing “like-for-like” visibility of marketing e-mails to agents, which was instrumental in meeting a new service quality mandate.
• Deployed an optimization solution to enforce global contact strategy rules across multiple lines of business (i.e. home vs. auto), which accounted for mandatory vs. discretionary communication prioritization rules. Provided confidence to proceed with go-live through “what-if” reports, which illustrated inter-LoB contact loss metrics.

• On-going promotion of best practices through co-delivery of campaigns such as the use of reusable templates for accurately and efficiently determining head of household and applying standardized exclusions for policy type & geography combinations.
• Built & monitored three tiers of automated trigger campaigns: member events (e.g.renewal), predicted events (e.g. new behavior) or external events (e.g. weather).
• Delivered campaigns while maintaining quality controls related to typical sources of issues such as multiple policies per member or multiple dwellings per member.

MarTech Assessment and Roadmap

Marketing Solution Implementation

Marketing Operations Services

• Created technology strategy and roadmap to enable new personalization capabilities for a North American department store with over 1,100 locations. The approach included defining key use cases, such as triggered sales alerts and in-store pickup/return, and marketing technology capabilities that would leverage their bricks and mortar investment to complete more successfully with their e-commerce rivals.
• Conducted a marketing operations capability assessment to address the throughput issues created by this retailer’s needs to increase content volume. Recommendations included changes to processes, resolving gaps in marketing skills and increased use of MRM functionality for improved automation, such as review/approval of content. The approach targeted improvements in content throughput, cycle times and on-time delivery.
• Delivered technology advisory services to refine the campaign management eco-system addressing the complex challenges driven by 1,000’s of offers, across 10’s of millions of customers and conflicting priorities of the category managers. Developed recommendations on how to prioritize offers by the customer, improve marketing performance visibility and redesigned the operating model processes to improve the effectiveness of the offshore marketing operations team.

• Implemented our performance monitoring tool (Companion) for a global pharmacy retail chain operating in over 25 countries to ensure consistent & predictable time-to-market of campaigns.
• Modeled initial retail marketing data mart for North American e-commerce start-up, which was optimized for unencumbered use by campaign management solution, which allowed for simplified campaign builds.
• Deployed reskinnable e-mail solution for complex product, category, and promotion personalization campaigns across 10 child brands, which reduced campaign build and maintenance complexity.

• Supported the marketing ecosystem of one of the largest discount retailers in the US with on-going system administration, troubleshooting, and assistance with new campaign type launches.
• Delivered campaigns for a North American retailer with 1500+ stores with a focus on cross-selling initiatives through the extensive use of offer management capabilities.
• Co-delivered e-mail focused campaigns for a North American retailer with almost 60K employees with a focus on the promotion of product recommendations and promoting microfinancing from credit department.

MarTech Assessment and Roadmap

Marketing Solution Implementation

Marketing Operations Services

• To help the client improve the health outcomes of their members, client created a strategy to increase member awareness of programs. Defined technology roadmap to enable the use of personalized communications to help implement a strategy for increasing member engagement.
• Created technology strategy to help personalize the claims self-service experience. The roadmap was designed to enable the capture of member sentiment and execute personalized messaging strategy through owned and paid channels.
• Created a marketing technology roadmap to enable PBM’s strategy to increase script adherence, cost savings and improved convenience to their members. The technical strategy included usage of event patterns and machine learning to prioritize the best communication approach.

• Helped to define and implement technology to enforce global contact strategy rules across lines of business (e.g. pharmacy vs. clinical) with awareness of mandatory vs. discretionary communications.
• Enabled gaps-in-care real-time alert messaging based on risk severity for the web and e-mail channels.
• Integrated data streaming and analytics for detection of friction points (e.g. claims denial, coverage change or loss of service provider) with triggered multi-channel campaigns.

• Support of reporting teams by tailoring insurance campaign data models for simplified analytics of member/policy/campaign relationships.
• Promotion of best practices through co-delivery of campaigns for wellness and rewards programs for e-mail, web, and mobile.
• Delivery of campaigns, while performing quality control for regulatory and privacy requirements (e.g. HIPPA).

MarTech Assessment and Roadmap

Marketing Solution Implementation

Marketing Operations Services

• Developed an 18-month marketing technology implementation plan, including quick wins and costs, to enable client’s strategy to migrate customers from pre-pay plans to long-term contracts. Included next best action capability for improving close ratios of the thousands of call center reps.
• Analyzed the marketing technology ecosystem to identify capability gaps and recommended a new approach to capturing, analyzing and acting on real-time subscriber usage data using data streaming technologies. Recommendation enabled the customer retention strategy to identify usage patterns to proactively suggest new plans.
• Created architecture strategy for ensuring alignment of over 8,500 annual marketing offers and promo codes with the other marketing system components to enable the improved ability to manage the growing number of offers and promotions.

• Developed an automated offer loader solution for syndicating device, plan and product detail with the marketing solution for a 20 million subscriber telco. A scaled volume of offers to hundreds of thousands per year.
• Designed and rolled out custom integration with coupon issuance and redemption systems, which helped to drive personalization goals for increasing pre-paid customer spend for this $25 B business.
• Deployed real-time personalization solution for web & mobile, which integrated with services determining hardware upgrade eligibility across multiple sub-brands.

• Delivered customized training for campaign delivery team, which focused on reusable components to avoid the most common performance and quality issues (e.g. switch to account or dwelling/premise audience at end of flowchart).
• Monitored and troubleshoot complex ETL jobs supporting data feeds, which transformed audience (subscriber, contact, household, device) data into optimized models, which required a lower learning for campaign execution end users.
• Nurtured the development of “champion” uses through co-delivery and coaching of team members. Successfully promoted autonomy by focusing on the most critical and complex campaigns, such as unfulfilled shopping carts and detailed top-up offers.

MarTech Assessment and Roadmap

Marketing Solution Implementation

Marketing Operations Services

• Performed a high-level capability assessment for the demand generation capabilities from awareness to sales hand-off for one of the largest networking companies globally. Advised on technology integration and consolidation strategy in order to better enable sales driving drip campaigns.
• Lead demand generation platform upgrades planning for a global analytics instruments and software company. Delivered a plan to minimize risk to this complex environment supporting 15 languages, multiple time zones and a series of interconnected nurturing campaigns.
• Provided marketing process advisory services for a multinational electronics manufacturing company. Recommendations included centralizing demand generation and analytics activities into a common marketing automation platform, which reduced missed deployments and allowed for increased personalization to meet revenue growth targets.

• Rolled out Munvo’s performance monitoring tool (Companion) for one of the world’s largest electronics manufacturing companies, which included the adoption of new SAML security standards.
• Enhanced and optimized control solution for managing complex “daisy chain” customer journey campaigns, which utilized 150+ campaigns to provide on-going customer nudges during the lead and sales cycles.
• Designed and implemented fuzzy matching and lead scoring solution, which enabled the transition of drip marketing campaigns from anonymous traffic to registered (“known”) visitors for a $80 B revenue global technology firm.

• Delivered customized training for configuration of personalized e-mails, which were driven by capturing digital analytics intent and product interest behavior for a major casino and hotel.
• Enhanced and maintained real-time inbound nurturing campaigns, which supported personalization thousands of web pages in 50+ countries for 24 languages.
• Ensured on-going delivery of campaigns built using a customized personalization solution, which automated the creation of rules for real-time arbitration based on marketer defined requests.

MarTech Assessment and Roadmap

Marketing Solution Implementation

Marketing Operations Services

• Partnered with a global travel & loyalty business to provide a key role in marketing technology advisory and implementation services. Defined implementation strategy for key capabilities such as real-time personalization based on thousands of permutations of trip origin, destination and service types to promote program engagement and net promoter scores.
• Assisted a major leisure airline with addressing marketing technology gap by enabling a multi-tenant architecture scalable to support multiple geographies, while keeping marketing automation expertise centralized and maintaining a low cost of ownership.
• Guided a leading travel & coalition marketing program in the evaluation of best of breed vs. integrated suite to meet their growing campaign volumes and complexity. Delivered a multi-year implementation plan for the adoption of core personalization capabilities over time, in addition to investment in must-have customized integrations.

• Customized the real-time personalization solution for a global top 5 gaming and hotel company’s loyalty rewards program. Developed tight integration between marketing systems with redemption systems, slot machines, hostess screens and digital channels for an interactive experience designed to increase spend per visit.
• Implemented an automated delivery process to 6 internal and external channel vendors, which included encryption, compression, fault tolerance, notifications, and vendor file mapping aids to ensure consistent and secure campaign delivery.
• Developed customized asset loader for managing life-cycle of an offer and creative content relationship to enable a large travel & loyalty organization to scale their level of personalization, while maintaining staffing levels.

• Provided on-going support for campaign execution for a European based airline servicing 200+ destinations. Ensured up-time of automated transactional e-mails and SMS campaigns, which unlocked previously ignored marketing opportunities during events such as booking confirmation and seat selection.
• Supported design and execution of triggered journey campaigns for high-net-worth airline customers, which focused on bespoke “surprise and delight” offers designed to increase loyalty, NPS and member spend.
• Maintained automated centralized response tracking solution, which enabled a consistent customer view across all channel touch-points for full, partial and inferred conversions.