Case Studies
International Media & Entertainment Direct Marketing Company
One of the world's largest and most diversified direct marketers of music and video.
The Challenge
Case Challenge After implementing a significant industry niche order fulfillment packaged software solution, the client experienced a myriad of fulfillment related issues as well as reporting and data quality related issues. Because of the perceived and actual data quality problems, the client’s business owners had difficulty determining the actual performance of a specific marketing campaign for well over a year relative to customer purchases and further, in using this analysis to target and forecast future demand, and predict return and cancellation rates. The inability to perform this kind of analysis left the business owners wondering if they should spend more or less on existing campaigns, shift spending from one campaign to another, or cancel specific campaigns altogether.
The Solution
Case Solution - Implemented and managed an overall Program Management approach for Marketing Systems.
- Developed a technical integration architecture strategy among various platforms to allow for consistent integration points across the Enterprise.
- Established a structured testing methodology for validating the historical data created in the order fulfillment system, the data exported from this system to an Enterprise Data Warehouse, and the integration to the tool used to perform business and financial analysis.
- Developed data marts and reporting capabilities to answer many of the business and marketing questions reliably (e.g., Campaign ROI, Performance by Marketing Channel, Performance by Customer Demographic)
- Implemented Acxiom's solution to improve customer data level reporting and improve selection of customer names for targeted campaigns.
The Results
Case Results Datamart development and report creation gave business owners the reporting and ad-hoc analytical capabilities required to facilitate day-to-day operations and strategic decision-making. Implementing the structured testing methodology achieved the following: - Highlighted many system deficiencies / bugs
- Involved business owners to elevate application knowledge
- Provided a mechanism to prioritize business and system related issues.
- Gained confidence across the business in the accuracy of their data and trust the backend reporting and analysis.
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