The client’s request
marlies|dekkers desired a data-driven CRM strategy and optimization of their marketing efforts. A key element in this strategy was the need to gain insights in their current and future customer wants and needs. There was little or no segmentation, reporting, testing, and personalization. Marketing efforts were based on gut feelings. Although these gut feelings were often correct, there were no objective criteria on which an improvement cycle could be based.
Through an agile way of working with a hybrid on-site team of consultants and data scientists, near real-time insights were developed. A dashboard incorporated data from multiple channels and different sources. Through insights of the dashboard and with machine-learning techniques several (automated) campaigns were developed, such as personalized next best offer campaigns and welcome campaigns. In addition lead generation efforts were developed to achieve a larger prospect base. To optimize and improve campaign efforts, a consistent testing framework was developed.
This approach lead to a changed mindset towards a data-driven culture throughout the entire company. Not just the sales or marketing department, but even the product designers have incorporated data insights in their daily work. Moreover, the sales significantly improved due to the personalized campaigning and the continuous marketing improvement cycle. Also the overall customer base grew with a significant amount.