Improved Customer Engagement
with ShareInsights
with ShareInsights
How a network equipment manufacturing giant doubled the effectiveness of their marketing campaigns and increased customer retention rate by 15%.
A Fortune 100 network equipment manufacturer uses a marketing automation tool along with CRM software and contact/opt-in lists to run campaigns and offers to prospects and customers. The company wants to introduce much more depth into its standalone marketing campaigns and operations by including all its customer touch points. The goal is to improve campaign effectiveness by an order of magnitude, increase customer engagement and stem customer attrition in a highly competitive and fast-paced business environment.
Challenges
- The current marketing tools and operations largely run in a vacuum primarily using only CRM and contact information with no input coming from any other customer-related source
- Product telemetry data available to the company from its devices runs into terabytes, but the current marketing tools lack the ability to use it meaningfully for campaigns
- The marketing campaigns target a large, monolithic audience that is too broad for the marketing message being communicated, resulting in customer fatigue and falling satisfaction ratings
- With the current set of tools, there is little-to-no possibility of timing cross-selling campaigns using other customer-centric data such as contract renewal cycles, product usage, support, video tracking, website tracking and professional services interactions
- There is heavy dependence on IT for any cross-linkage of data and running complex analysis, effectively rendering any such initiative futile
ShareInsights Architecture
Integrating and processing enterprise data to create targeted segments that drive value
Solution
Accelerite ShareInsights provided self-service big data analytics capability to marketing analysts and campaign managers in the organization so that they could better understand their customer behavior, create finer target segments and run effective campaigns.
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- Marketing analysts now create and publish market segment templates that are based on datasets from seven additional enterprise systems outside of traditional marketing sources – including unstructured sources such as web analytics and telemetry data – effectively adding over a million new records and terabytes of new data for analysis
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- The analysts use the drag-and-drop interface of ShareInsights to run complex models on top of datasets to create reusable models (called segmentation templates) for use by campaign managers
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- Campaign managers use the ShareInsights Viewer dashboard to compare various templates and filter down based on specific parameters to create granular segments
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- Campaign managers design campaigns in alignment with customers’ buying journey and corporate interactions instead of running only canned and periodic offers
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- Campaign managers can now predict a customer’s propensity to churn propensity score and customer’s lifetime value by employing using drag and drop machine learning algorithms through ShareInsights
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- In addition to using datasets tested and approved for use by IT, marketing analysts and campaign managers continually share datasets, data pipelines and dashboards amongst each other to build off of each others’ work and refine segments and models
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- The IT team securely exposes data coming from ERP, customer support ticketing system, contracts database, sales back office software and other sources residing in Hadoop to convert it into datasets for use by analysts
Result
The marketing campaigns saw an 80%-90% increase in click-through rates, open rates and conversions in offer pages
Annual contract renewals increased by 12% and average deal size saw an increase of 15% with targeted offers and timely cross-selling/up-selling campaigns
ShareInsights established a collaborative platform for analysts and campaign managers to continually refine their segmentation, targeting and messaging without having to depend on IT
IT is able to provide secure and self-service access to IT-approved datasets from various sources to the marketing team while ensuring adequate control