Challenge/Opportunity

• Marketing struggling with increased email and DM campaign execution⚬ Low level of confidence in data/reporting
• Poor data availability, accuracy, fitness for purpose
• Manual campaign design, approval, load and tracking process decreased ability to meet sales/lead generation goals

Approach

• Formal diagnostic process included reviews of people, process, technology and data across 4 lines of business/brands
• Recommended 19 initiatives organized by timing and importance
• Developed shared services team including MKT/IT/HR/Operations to execute on initiatives
• Specific process and data recommendations to improve through quick hits and strategic outsourcing

Result

• Marketing increased campaign execution programs by 50%
• SI contracted to work on initiatives
• Automated 20-30% of loads and other manual campaign efforts
• Outsourced email marketing and analytics temporarily to alleviate overtime and improve targeting accuracy