Digital Campaign

Need of every digital marketing campaign team is to have a definitive vision of their customer base and so did UK’s largest retailer Dixons Carphone Group Plc, a client of Chennova limited.

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The Challenge

Digital marketing was still being done by sending emails and sms in bulk to a set of customers without segregation or segmentation, let alone targeting. This issue came down mainly due to non availability of information and technology. Marketers didn’t trust the data currently available. There were lot of complaints registered by customers who had opted out of marketing but were still receiving multiple communications.

The Approach

Vision was seemingly straight forward. We had to bring in disparate systems across, make sure customer data is void of duplicates and have a single source to be used by multiple teams.The system should also have self data healing capabilities, owing to nature of data. Digging deeper, we found that such solution was easier said than done. There were data from multiple group of companies, each with its own solidified systems, each with a different POS system and multiple marketing teams working on various agendas. With a firm determination, solid data work and few months later, we were able to achieve a unified view of customer across multiple systems and companies. We then took this base of customers to run analytics models on purchase behaviours, wallet size and other aspects to feed information into marketing system. We were also able to fix marketing optin/ out engines, in line with European GDPR rules.

The Result

Digital Marketers were able to readily segregate customer base into more manageable segments. Response and conversion rate of customers increased dramatically than before. There were more information available against a customer to clearly identify targeting segments across various product groups. Marketers were also surprised to see trends which came out through analytics. Metrics and reporting became more streamlined. There were very less to none complaints from customers. Solution also meant that the company was GDPR compliant.