Success Story
Media Conglomerate Moves From Outsourced To Outstanding CXM
As embedded partners, we were involved in developing the data model, architecture and capabilities that enabled our client to rewire the brand-customer connection.
Industry
Telecomms & Entertainment Conglomerate
Date delivered
December 2022
Length of project
6 months
The Project
Database marketing was a “black box” for this US mass media company. That’s despite the millions spent annually on tech, consultants and partner vendors. The value equation wasn’t balancing – for the company or its customers. We helped them break open the black box and bring value back to CXM.
As one of the world’s largest broadcasting and cable television companies worldwide by revenue, our client engages with a lot of customers. Its main monthly newsletter reaches between 14M and 20M people. Daily comms go out to 1M+ across email, SMS and OTM (outbound telemarketing).
As embedded partners, we were involved in developing the data model, architecture and capabilities that enable those experiences. We also contributed our expertise to mammoth martech migrations. Together with the client’s Campaign Operations and Data teams, we’ve rewired the brand-customer connection and made every link in the content supply chain more efficient.
The Challenge
It wasn’t the output that frustrated our client. It was the fact they outsourced almost every part of the content supply chain. There were dozens of people involved – all external – and data being exported to third-party vendors.
- Too many cooks: 16 people were working on the client’s Adobe Campaign (v7) instance, costing thousands every day.
- Black box operations: Those 16 people weren’t documenting or sharing what they did. It was good work. But the client wasn’t learning, and innovation wasn’t happening.
- Under-utilised MarTech: A Ferrari without wheels. Adobe Campaign was only used to compile recipient lists, not send comms. A flat spreadsheet was exported to a third-party delivery vendor.
- Feedback delays: All these exchanges obscured the client’s view of engagement and reporting. There was a 24-hour lag where they didn’t know if or when campaigns launched, or how they performed.
Our approach was to embed 6 hand-picked specialists into the client’s team. We’d earn their trust, then gradually and strategically unravel the knots in their content supply chain, by:
- Rebuilding the data model to connect Adobe Campaign with Adobe Experience Platform, the ‘brain’ of their marketing operations.
- Working between the Data and Campaign Operations to ensure customer data is flowing, clean, usable and compliant.
- Training ~10 power users, documenting everything we do and sharing knowledge with 25+ people.
We’re working as Adobe experts, CXM consultants, tech specialists and data architects – a lot of hats for 6 people to share. We’re also helping the client prepare for an Adobe Campaign v8 migration that will in-house more CXM capabilities, save $1M+ annually, and evolve the company from batch-and-blast to real-time triggered engagement.
The Results
Our embedded expertise has unlocked a waterfall of benefits for the client.
- 50% reduction in consulting costs
- 25+ people upskilled in Adobe Campaign capabilities
- Improved architecture between AEP and Campaign, enhancing 1M+ daily experiences and up to 20M monthly newsletters
- Integrated a bespoke SMS system to improve data visibility and governance
- Reduced go-to-market time for every campaign
All this work is building to the ‘big one,’ migrating the company to Adobe Campaign v8. This should save an additional $1M+ annually by eliminating an external delivery vendor. More importantly, it’ll spark real-time engagement capabilities and real innovation potential in the coming months and years.
