Success Story
Hachette reach a new chapter in personalised marketing
Hachette UK’s CRM and email systems were outdated, disconnected, and difficult to work with. Tap CXM stepped in to streamline the setup.
Industry
Publishing
Date delivered
August 2022
Length of project
9 months
Solution provided
Delivering personalisation, Managing operations
Technology
Adobe Campaign
The Project
When Hachette UK acquired Jessica Kingsley Publishers in 2018, it got a great young brand. But clunky, disconnected CRM and email systems. This setup blocked any potential to engage with customers one-to-one. We worked with Hachette to migrate the acquired database, mature email marketing capabilities, boost customer engagement, and stay GDPR compliant. In a phased collaboration, we integrated the new acquisition into Hachette’s Adobe Campaign instance in a way that set them up for success – and independence.
The Challenge
Integrating Jessica Kingsley Publishers into Hachette’s Adobe Campaign ecosystem presented several challenges:
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- Maturity model: We started without set requirements; instead we collaborated with both teams on discovery sessions to understand what would be the best approach.
- Data quality issues: Legacy data was scattered across disconnected systems, requiring consolidation and cleaning if the integration was going to work.
- Compliance and continuity: We had to ensure that acquired customers retained their data privacy rights as we consolidated the two databases.
The Solution
After a collaborative discovery session, we decided the best solution was to integrate Jessica Kingsley Publishers into Hachette UK’s Adobe Campaign ecosystem. We started by working with the Jessica Kingsley team to clean and consolidate their records before migrating to a segregated, GDPR-compliant database. This improved data quality and created a foundation to mature customer engagement.
We then kicked off that maturity by creating 4 automated workflows in Adobe Campaign — the first automations for Jessica Kingsley — covering the entire customer lifecycle. This was all collaborative. We quality-tested templates created by Hachette, developed a new customer-facing preference centre, and built export processes to surface insights in Tableau.
The Results
Our work with Hachette UK has set a new standard for customer engagement and marketing automation within the publishing industry.
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- Strategic integration: We migrated Jessica Kingley’s legacy CRM and email systems into Hachette’s Adobe Campaign instance, keeping everything GDPR-compliant.
- Seamless campaigns: We helped Jessica Kingsley automate personalisation at scale, save time on campaign development, experiment with A/B tests, and develop great templates.
- A new chapter: Introducing marketing automations, targeted solutions, and automated workflows moved Jessica Kingsley from “batch and blast” to personalised campaigns that continue to evolve and become more valuable for customers and Hachette.
