MAXIMIZING CAMPAIGN VELOCITY FOR STARHUB

Case Summary

Goal

Increase marketing velocity

People Deployed

Business Analyst, Functional Consultants, Campaign Managers, Campaign Operations Manager, Quality Analysts

Processes Deployed

Campaign Briefing Process, Campaign Design Process, Campaign Validation Process, Hand-off Process, Reporting Process

Technologies Used

IBM Campaign

Analytics Used

Background

StarHub is Singapore’s fully-integrated info-communications company, offering a full range of information, communications and entertainment services to consumer and corporate markets. StarHub operates a mobile network that provides 4G, 3G and 2G services and manages an island-wide HFC network that delivers multi-channel pay TV services (including HDTV, Internet TV and on-demand services) as well as ultra-high speed residential broadband services.

Challenge

StarHub had invested in the IBM Unica Suite, to increase its marketing velocity.
While StarHub was using the IBM Suite to run campaigns,

  • The marketing velocity was still very low
  • All of the existing campaigns were SMS-based and StarHub wanted to extend the campaigns to other channels such as Email, Tele-calling and Direct mail.
  • Measuring customer responses was done on an ad hoc basis and there was a need for an efficient response tracking mechanism.
  • There were no means of managing the contact solicitation

With only limited number of campaign resources available onboard, StarHub was not able to increase marketing velocity beyond a certain point. Xerago was roped in to find and deploy a viable solution to address these problems.

Solution

Xerago analyzed the existing campaign processes in StarHub and spotted the lack of any streamlined campaign process coupled with too many manual interventions in executing campaigns. Also campaign best practices were not followed – which impacted campaign velocity.

Xerago streamlined the campaign processes first – right from the campaign creation to reporting and reduced the number of manual interventions by deploying campaign best practices. Xerago also standardized campaign creation, Folder structuring and naming convention on campaigns, and helped organize offers across multiple products. We also regularized the contact history table and automated recurring campaigns successfully, leading to an increase in marketing velocity.

To extend campaigns to other channels, Xerago studied the dynamics of eDM and e-butter channels and integrated them with IBM Campaign while addressing the channel specific sensibilities resulting in facilitating campaign management on these channels.

Further to improve reporting and have a better response tracking mechanism, Xerago made the contact history table as the single source of data for response tracking and report building that significantly reduced the reporting time and improved reporting efficiency. Xerago also set up a process to measure customer responses on a weekly basis, which was done earlier in an ad-hoc manner.

For managing contact solicitation and to be compliant with Personal Data Protection Act, Xerago went on to build a complex logic in IBM Campaign using reusable templates that helped excluding the DNC customers for each campaign based on campaign type.

The above activities significantly increased the marketing velocity, helped extend campaigns on to other channels, have an efficient response tracking mechanism and manage contact solicitation effectively.

Results

Xerago’s interventions were able to increase campaign velocity significantly at StarHub. Due to the highly standardized and streamlined campaign processes, StarHub was able to create and take campaigns live in a very short span of time. Campaign velocity reached a peak of 30 campaigns a month with varying complexities, surpassing the client’s actual benchmark of 20 a month.

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