"Xerago consultants worked with the client's Marketing teams to architect the marketing turnaround. Xerago helped setup several segmentation rules for both customers and merchants. On closer review of the vintage and transaction frequency of the client's customers and merchants Xerago identified close to 18 customer segments like Inactive, Active, Churned etc. and 23 Business (Merchant) segments including High Volume, Low Volume, Churned etc. Xerago created detailed campaign process documentation and workflows that ensured that the campaigns could be run efficiently across all the countries in the APAC region. Xerago also ensured that responses could be captured appropriately and create a closed loop marketing capability in the organisation. Xerago also created a host of campaigns to run ad-hoc based on seasonality and financial payments vertical sensibilities. Apart from this, triggers were setup which would sift through financial transactions and identify campaigns. Xerago ensured the overall alignment of these new campaigns with the company's brand and communication strategy. Xerago streamlined the campaign development, scheduling and execution process using the existing marketing investments in Unica and associated tools. Jumpstarting marketing velocity, Xerago helped the client to 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 campaign operations efficiency across automation, direct mail and Mediaplex."