Success Story
Marketing Technology Implementation For Data Axle's Key Global Clients
Tap CXM were the enablers, bug-fixers and subject matter experts helping Data Axle to complete a marketing automation implementation for 18 key clients. From training wheels to self-powered CXM success, this is a stellar Adobe Campaign Standard case study.
Industry
Marketing
Date delivered
6 months
Length of project
2021
Solution provided
Deliver personalisation at scale, Measure effectiveness
Technology
Adobe Campaign Standard
The Project
Global marketing consultancy Data Axle saw the potential of Adobe Campaign Standard to improve the value that its international client base could extract from email marketing. The challenge was translating that potential to 18 unique use cases. It wouldn’t be a simple swap.
We integrated with the Data Axle team to support a seamless migration and deliver an ambitious marketing automation implementation.
The Challenge
Data Axle’s migration to Adobe Campaign Standard from a lighter-weight legacy platform was more complex than the average martech implementation. That’s because the company was bringing 18 clients across to the new system. Each had unique onboarding, training and setup requirements, demanding tailored support from an experienced team.
- Awareness: Clarifying the advantages of Adobe Campaign Standard for specific use cases.
- Adoption: Getting clients excited and ready to embracing the change.
- Training: Helping users go from no experience to self-sufficient at a comfortable pace.
- Value: Maximising the potential of email marketing to engage customers and drive business growth.
- Expertise: Being able to answer questions about Adobe Campaign Standard and troubleshoot transition issues.
The Solution
Officially, our 3-person team were repping Data Axle as “ACS Technical Onboarders”. They played hybrid roles, wearing many hats over a 6-month engagement.
Unofficially, they were Adobe Campaign subject matter experts, helping Data Axle and its clients understand what’s possible in the new marketing automation platform. They were enablers, smoothing the transition with tailored training and advice. They were problem-solvers, bug-fixers, template-builders and workflow-translators. They were, in a word, CXM consultants.
The Results
We collaborated closely with Data Axle to deliver tailored onboarding for 18 clients during the marketing automation implementation project. Confidence and capability levels varied widely at the outset. But after 6 months, around 70% of the people we helped were sending out regular emails. Some were entirely self-sufficient with advanced email automation tasks.
Adoption was only part of the puzzle. The “a-ha!” moments were the real proof of progress. That’s when we knew the teams we were working with were grasping the possibilities—and trusting their own abilities. But we can only call the project a success because Data Axle’s clients have continued experimenting, developing, and maturing since we took the training wheels off.
