Details and description

A large media company, already possessing a substantial user base as well as delivery over all channels, wanted to be able to run more fine grained campaigns specifically for upselling other services to existing clients. Additionally there was a desire to run micro-targeted campaigns to prospects that had shown prior interest but never converted. They had an extensive collection of mail campaign journeys that were orchestrated and managed with Selligent.

What needed to be done

The company already possessed a mature landscape and architecture for each individual channel. However challenges had arisen over the ability to monitor campaign response and ROI In their Salesforce implementation which served as the client master. It was required that the account manager would be able to view which campaigns clients had been exposed to, irrespective of the channel and what, if any engagement had been achieved.

The campaign data resided and was orchestrated through a Selligent implementation. As the marketing system contained significant volumes of clients and prospects, it was particularly difficult to determine what response could be tracked back to either which prospect or client. As people tend to move between companies, but in some cases contact details remained unchanged. Furthermore account managers needed to be able to launch specific follow up campaigns for selected targets, through the marketing system directly from salesforce. Significantly reducing the amount of overhead required for targeted micro-campaigns.

The solution(s)

The solution was devised in the form of a direct bidirectional interface between Selligent and Salesforce. Due to the unique way data was structured in Selligent several additional batch procedures needed to be created on the Salesforce side to correctly identify the participants and their status.

The gains

As a result account reps were able to significantly increase the reach of campaigns to clients as well as prospects, without noticeable overhead. Additional insights in the ROI of campaigns became available, together with the possibilities for new campaigns targeting segments that were invisible prior, reducing churn.