Getting A Business Out Of The Performance Plateau
A large American digital wallet-based e-commerce payments provider has a worldwide online payments system that supports online money transfers and is an alternative to traditional paper methods like checks and money orders. They offer payment processing services to online vendors, auction sites, and many other commercial users, for a fee.
They were seeing a plateau in the activation of new customers and a decline in the frequency of usage of their products among their target audience in the Asia-Pacific region. Xerago was brought on board to identify possible causes and to make recommendations to counter this.
Xerago has years of experience in helping businesses run omni channel campaigns that are highly targeted and high-performing. On conducting a thorough analysis of the company’s marketing operations, Xerago found that
- No personalized customer campaigns or offers were being run
- Campaigns were required to be run across the Asia Pacific stretch at various region-specific timelines
- Although the company had IBM Unica, its capabilities were severely underutilized
- The company’s audience was predominantly categorized under consumers and business (merchants)
Xerago pointed out that the key to the company’s success lay in reaching out to customers and merchants through personalized, one to one offers run on multiple channels including email and SMS. The entire campaign would have to be structured around a tight campaign strategy to ensure a relevant and timely delivery across various places in the APAC.
Xerago’s consultants worked with the company’s Marketing teams to architect the marketing turnaround, and helped set up several segmentation rules for both customers and merchants. After a careful study of the vintage and transaction frequency of The company’s customers and merchants, Xerago identified about 18 customer segments – Inactive, Active, Churned etc. and 23 Business (Merchant) segments including High Volume, Low Volume, Churned, etc.
Xerago created a detailed campaign process documentation and workflow that ensured an efficient running of campaigns across all countries in the APAC region. Xerago ensured that all responses are captured correctly and created a closed loop marketing capability at the company.
Xerago also created several campaigns that would run on its own based on seasonality and the sensibilities of the financial payments vertical. Apart from this, triggers which would sift through financial transactions and identify campaigns, were set up. All these new campaigns were allied with the company’s brand and communication strategy. Xerago streamlined the entire campaign development, scheduling and execution process using existing marketing investments in Unica and associated tools.
Jump-starting marketing velocity, Xerago helped the company create at least 25 ad-hoc campaigns and 5 behaviour-triggered campaigns which were rolled out every quarter.
Additionally, Xerago identified and suggested on-the-ground improvements for streamlining the efficiency of campaign operations across automation, direct mail and Mediaplex.
All this changed things for the company dramatically.
- Over 200 campaigns were designed and executed for the company’s customers and merchants with significantly shortened turnaround times.
- The company saw a higher ROI and increased customer activation among their target audience.