Automation and Personalization at Scale

Working with the Client, we needed to define the rules required to drive automated personalized messages at scale by developing a clear understanding of message sequencing, timing, content (creative and offers) and channels to optimize marketing dollars and ensure improved success on campaigns.

Our team developed an orchestrated customer communications plan as well as a thoughtfully orchestrated technology infrastructure to ensure well-orchestrated data which delivers empowered decision making.

The end-to-end solution was architected taking into consideration:

• Communications Strategy: defining the exact moments to send ‘black Friday’ messaging to fit neatly within a long-term campaign strategy, defining user journeys and crafting intelligent business rules and models.
• AdTech Architecture: Enhancing the power of Salesforce Marketing Cloud by creating automations for every step of the process for bi-directional data transfers and across sources, to incorporate new consumer records from multiple sources (both paid and organic).
• Operations: Building custom built Accelerators or Tools to drive automation at every stage of the campaign build process from message configuration to QA and deployment.
• Personalization and Offer Archive: Keeping a detailed archive of each and every message that a consumer receives. This allows us to personalize the next message of offer based on their interaction history at a campaign and overall level.
• Connection of data to deliver insights: Standing up a Command Center, bringing multiple sources of data together which can be drilled to a transactional level to ensure maximum campaign performance is always achieved and allow for real-time decision making.