"The bank wanted to maximize customer value by delivering real time, complex, multi-channel, multi- wave campaigns across customer lifecycle. Faced with an ever-increasing amount of data to analyze from 30 systems across its financial services products to achieve the above objectives, The bank had procured, IBM Campaign to build cross-channel campaign management capabilities and target millions of individuals, with the right message at the right time through the right channel. IBM EMessage to extend IBM Campaign capabilities to email and other outbound digital campaigns with the ability to create, preview, test, execute, and track messages. IBM Detect to build effective, event-based marketing programs and boost cross-sell and retention rates and improving onboarding programs. IBM Interact to provide real-time personalized experience for customers interacting with websites, call centers and other inbound marketing channels. IBM Cognos for reporting, analysis, score-carding, and monitoring of events and metrics Xerago was tasked to successfully implement the above modules of IBM Unica Suite and integrate with communication channels such as Email, SMS, Website and Call Centre."
Reviewing the current environment, marketing infra and business impact, Xerago realized a mere implementation of the above modules of IBM Suite will not be sufficient and data from the 30 different sources had to be integrated with the IBM Suite, so that the overall goal is achieved. The 30 data sources were disparate and were generating data at different frequencies and different formats such as TXT, CSV, Excel, ASCII, Database files etc. Based on this, Xerago developed a project plan that comprised of the below two phases.
Installation, customization and configuration of IBM suite for increasing marketing velocity
Development of an online data store to capture the data from the 30 different systems and integrating the same with IBM Suite for improved targeting & accuracy