Marketing Automation Across Multi-Channel Campaigns

Xerago's Marketing Automation team equipped an Indian private sector bank deliver real time, complex, multi- channel, multi-wave campaigns across the customer lifecycle.

The client was the first non-banking finance company in India to convert itself in to a bank. It has over 440 branches and 967 ATMs, which are spread all over India, not just in the metros but in Tier II cities and rural India as well.

Challenges

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.

Solution

  • Reviewing the current environment, marketing infra and business impact, Xer