Updated: Apr 26, 2023
Our client faced a significant challenge – increase campaign velocity and accuracy while moving to a shared services model. They were moving to a new focus – Event-Based Marketing, to better align their offerings to the customer lifecycle and they had picked a new, Best in Class enterprise marketing management application. Their goal was to simultaneously change their processes to become more flexible, increase reusability of their campaign components and remove time from their campaign development cycle. This would lead to an improved customer relationship, increasing retention. It would also have benefits for the marketing teams: better operational execution across the many channels and departments involved in getting marketing communications into the hands of customers.
Covalent Marketing's solution was accomplished using the following steps:
Redefined the campaign system architecture and process flow to eliminate inefficiencies.
Consolidated and centralized the campaign development and execution responsibilities to one group. As a by product this eliminated most of the IT development costs and they were able to focus on their core competency; customer data enrichment and application support/maintenance.
Created and implemented new, customized coding that reduced the campaign execution lifecycle to under 24 hours for even their largest and most complex campaigns.
Made the business rules transparent to those who created them in the first place ensuring nothing was “lost in translation”.