GETTING PAYPAL OUT OF A CAMPAIGN PERFORMANCE PLATEAU
Increase marketing velocity
Business Analyst, Functional Consultants, Campaign Managers, Campaign Operations Manager, Quality Analysts
Campaign Briefing Process, Campaign Design Process, Campaign Validation Process, Hand-off Process, Reporting Process
IBM Campaign, Exact Target
PayPal is a global digital wallet-based e-commerce payments provider. Established in 1998, PayPal is one of the world's largest internet payment companies and as of 2013 has moved $180 billion in 26 currencies across 193 nations and generates revenues of $6.6 billion.
PayPal was 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 as part of its Campaign Management Services, started with a thorough analysis of PayPal's marketing operations and identified that
- No personalized customer campaigns or offers were being run
- Campaigns were required to be run across the Asia Pacific at various region-specific timelines
- Although PayPal possessed IBM Unica, its capabilities were severely underutilized
- PayPal's audience was predominantly categorized under consumers and business (merchants)
Xerago realized that the key to PayPal'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 PayPal'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 PayPal'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 PayPal.
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 PayPal'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 PayPal create at least 25 ad-hoc campaigns and 5 behavior-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.
Over 200 campaigns were designed and executed for PayPal's customers and merchants with significantly shortened turnaround times. PayPal saw a higher ROI and increased customer activation among their target audience.