Marketing Automation & Customer Experience
Turn data into the most valuable business asset collecting and make it available for every company process
Our services
Multichannel Marketing
Establishing policies for data quality, privacy, and security. Defining roles for data stewardship. Implementing measures to ensure data accuracy, completeness, and consistency.
Personalization
Centralizing critical data for consistency; maintaining metadata like definitions, relationships, and lineage. Managing data entities such as customers, products, and suppliers.
Customer Experience
Designing a framework for data management that aligns with business goals. Structuring data in a way that supports scalability and integration.
Marketing Optimization
Next Best Offer/Action (NBO/NBA) strategies to deliver targeted recommendations.
Customer Analytics
Setting up CRM dashboards and reports for tracking key performance metrics.
Loyalty Management
Implementing and managing loyalty engines to increase customer retention.
Technologies
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Our experience
Campaign Management
Solution:
- HCL Unica Platform (Unica Campaign).
Results
x10
x7
Number of regular campaigns
Time-to-market speed-up
Solution:
- Automation of marketing campaign designing and execution.
- Cost reduction on support of campaigns.
- Increase time of designing and launching campaign into production.
Requirements:
customer:
Leading CIS TelCo on broadband market
Real Time Engine
Requirements:
- Create custom smart triggers for real-time marketing purposes.
- ~4,000 text messages per hour (SMS/PUSH).
Solution:
- Technologies: Kafka, Kafka Streams, KSQL, Hbase, Phoenix, Impala, SAS RTDM.
- Project duration: 9 months.
Results
6%
9%
Increase in transactional activity
Reduction in the proportion of online questionnaires with negative scores
5%
Increased sales
on inbound channel
on inbound channel
Marketing Optimization
Requirements:
- Implementing personal order of services in mobile app with Teradata RTIM.
- Scoring all personal and public offering to make optimal order for each client.
- Increasing by 3% response rate growth comparing to general business rules order.
Solution:
- Optimizing all outbound campaigns for all outbound channels.
- Choosing best offer for each client each week, considering: sales plans, budgets, channel capacity, TM workload.
Results
2x
3%
Sales growth for some of product groups. Full control of outbound campaign waves, with transparent forecasting of plan fulfillment
Conversion growth
100+
Campaign launches per month
Customer Experience
Requirements:
- Capturing customer feedback by sending email after store visit / online purchase. Tagging (300+ categories) customers comments on lack of stock or assortment by using text analytics.
- Creating tickets and routing them based on tags to proper divisions of the stores (electronics, tools, furniture etc.). Visualizing in dashboards impact of experience drivers on overall NPS to monitor progress.
Solution:
- Qualtrix
Results
+8
Points increase in NPS for the network
+4,6%
Sales growth showed stores which optimized their stock/shelf processes based on feedback
Loyalty Management
Requirements:
- Allow partners to plan, execute & monitor marketing campaigns in several channels.
- Build-up enhanced customer profile to allow partners precise segmentation considering region specifics and contact policy for the best outreach.
Results
4.5
Response uplift
Customer base with partnership offering coverage
Solution:
- Airflow data collection.
- SAS Marketing Automation for campaigning.
- SAS Customer Intelligence platform.
- Advanced analytics supported by SAS Visual analytics.
- Loyalty engine based on customer price sensitivity and brand preferences.
64%
33%
2.5
More target marketing campaigns
to
x
x
customer:
National Payment system
Customer 360 Profile
Requirements:
- Build a unified system with data and applications to provide automatized marketing processes with high-quality and 360-profile customer data (both batch and online).
- Integrate this system with all the communication channels and provide unified contact policy.
Results
15%
Sales increase in Total
Conversion increase in passive channels
Solution:
- Data Mart (Oracle Exadata + Informatica PowerCenter, now migrating into GreenPlum+IPC) based on DWH
- Customer Engagement Platform + Genius Engine (initially SAS MA, Hadoop, Kubernetes, Spark. Now migrating SAS MA -> Alphyn Marketing Hub)
90%
28,5m $
Sales UpLift due to Customer Engagement Platform Pilots
Campaign Management
Requirements
Customer
Leading CIS TelCo on broadband market
- Automation of marketing campaign designing and execution
- Cost reduction on support of campaigns
- Increase time of designing and launching campaign
solution
HCL Unica Platform (Unica Campaign)
results
x10
Number of regular campaigns
x7
Time-To-market speed-up
Real Time Engine
Requirements
- Create custom smart triggers for real-time marketing purposes
- Create custom smart triggers for real-time marketing purposes
- ~4,000 text messages per hour (SMS/PUSH)
solution
- Technologies: Kafka, Kafka Streams, KSQL, Hbase, Phoenix, Impala, SAS RTDM
- Project duration: 9 months
results
9%
6%
Reduction in the proportion
of online questionnaires
with negative scores
of online questionnaires
with negative scores
Increase in transactional activity
5%
Increased sales
on inbound channels
on inbound channels
Marketing Optimization
Requirements
- Implementing personal order of services in mobile app with Teradata RTIM.
- Scoring all personal and public offering to make optimal order for each client.
- Increasing by 3% response rate growth comparing to general business rules order.
solution
- Optimizing all outbound campaigns for all outbound channels.
- Choosing best offer for each client each week, considering: sales plans, budgets, channel capacity, TM workload.
results
3%
100+
Conversion growth
Campaign launches per month
2x
Sales growth for some of product groups. Full control of outbound campaign waves, with transparent forecasting of plan fulfillment
Customer Experience
Requirements
- Capturing customer feedback by sending email after store visit / online purchase. Tagging (300+ categories) customers comments on lack of stock or assortment by using text analytics.
- Creating tickets and routing them based on tags to proper divisions of the stores (electronics, tools, furniture etc.).
- Visualizing in dashboards impact of experience drivers on overall NPS to monitor progress.
solution
Qualtrix
results
+4,6%
+8
Sales growth showed stores which optimized their stock/shelf processes based on feedback
Points increase in NPS for the network
Loyalty Management
Requirements
Customer
National Payment system
- Allow partners to plan, execute & monitor marketing campaigns in several channels
- Build-up enhanced customer profile to allow partners precise segmentation considering region specifics and contact policy for the best outreach
solution
- Airflow data collection
- SAS Marketing Automation for campaigning
- SAS Customer Intelligence platform
- Advanced analytics supported by SAS Visual analytics
- Loyalty engine based on customer price sensitivity and brand preferences
results
to
x4,5
Customer base with partnership offering coverage
Response uplift
64%
33%
x2,5
Points increase in NPS for the network
Customer 360 Profile
Requirements
- Build a unified system with data and applications to provide automatized marketing processes with high-quality and 360-profile customer data (both batch and online)
- Integrate this system with all the communication channels and provide unified contact policy
solution
- Data Mart (Oracle Exadata + Informatica PowerCenter, now migrating into GreenPlum+IPC) based on DWH
- Customer Engagement Platform + Genius Engine (initially SAS MA, Hadoop, Kubernetes, Spark. Now migrating SAS MA -> Alphyn Marketing Hub)
results
15%
Conversion increase in passive channels
Sales increase in Total
90%
28,5m $
Sales UpLift due to Customer Engagement Platform Pilots
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