Global Entertainment Company Cross-sells to Most Valuable Customers
An international electronics, entertainment and gaming company was looking to create a multi-phased set of programs that expands and transforms their current digital marketing capabilities to create differentiated and personalized experiences across channels.
The client struggled with very siloed data amongst business units, an unwillingness to share data, limited technology platforms to identify customers and create 360-degree customer profiles, and an inability to personalize marketing efforts across channels. Our client identified a need to reach high-value, loyal customers more effectively.
Merkle led in-depth discovery interviews with key technology owners within the organization and identified current challenges, gaps, and capabilities needed to reach a future-state vision. We then conducted a current-state assessment of business processes and marketing technologies. This resulted in the deliverable of a phased, five-year business and marketing technology enablement roadmap, investment overview, and value case.
Then, we developed the tech and operating model recommendations to address gaps identified in the current-state assessment and in the future-state use cases. along with customer journeys aligned to vision.
Finally, we designed future-state customer journey that aligned to the client’s vision of personalized, multi-channel marketing harmony. Merkle still plays a key role in this program’s implementation and management.
Keys to success
- Merkle's engagement included: Customer Engagement Vision and Value, Marketing Technology Assessment, Future State Roadmap, Program Management & Solution Delivery
- Engagement gained executive alignment on issues (gaps and silos ), technology initiatives, and investments needed to achieve business goals
- An actionable, phased, multi-year road map of technology initiatives —to build a centralized consumer database, remove information silos, and create personalized consumer interactions–linked to business value drivers and desired capabilities