Challenge
1 —
Need to personalise CRM campaigns
2 —
Old data architecture without SCV
3 —
A Campaign Management tool not adapted to the needs
The Key Questions
1 —
Which personalisation level do I really need ?
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Which targets should I prioritise ?
3 —
Quelle architecture data dois-je mettre en place pour supporter ma stratégie relationnelle
Approach
1 —
Data analysis and client segmentation
2 —
Requirement definition regarding personalisation
3 —
Specification of the target data architecture
4 —
Development of the RCU
5 —
Choice of the most suitable campaign management tool after an RFP
6 —
Integration of the campaign management tool in the client IS
7 —
Training of the users
Results
1 —
Very good level of campaign personalisation due to the new tool
2 —
Increase of the second purchase rate