Case Studies
Establishing a Global Center of Excellence for Customer Insights in Fortune 100 eCommerce
Introduction
A Fortune 100 eCommerce client sought to create a global center of excellence to gain a comprehensive understanding of customer behavior across all channels. The objective was to leverage data from various sources, including past orders, attended events, social media interactions, web page engagements (Google Analytics), and email campaign results via marketing automation.
Challenge
The challenge involved synthesizing diverse data sets to create a unified view of customer behavior. The client aimed to enhance targeted marketing efforts, reduce advertising spend, and improve return on investment (ROI) through a robust customer insights platform.
Solution
A comprehensive solution was crafted to address the challenges:
Customer 360 Modeling: Implemented a customer 360-degree solution using Salesforce as the front-end system to showcase transactional data.
SQL Server Warehouse: Established an SQL Server warehouse to consolidate data from various sources for in-depth analysis, visualization, email open frequency analysis, and customer segmentation.
Streamlined Delivery: Assisted the client team in streamlining the delivery of reports and dashboards, optimizing the interpretation of customer insights.
Business Outcome
The outcomes of this initiative were impactful:
Targeted Marketing Campaigns: Enabled the execution of targeted marketing campaigns based on customer insights, resulting in reduced advertising spend and improved ROI.
Weekly Customer Insights Dashboards: Delivered weekly customer insights dashboards to brand managers and executive stakeholders, providing real-time visibility into customer behavior.
Tools Used
Tool |
Description |
R |
Programming language for statistical computing |
Azure ML |
Cloud-based machine learning platform |
Salesforce |
Front-end system for showcasing transactional data |
Power BI |
Business analytics tool for data visualization |
SQL Server |
Relational database management system for data warehousing |
Data Factory |
Cloud-based data integration service for ETL (Extract, Transform, Load) |
MuleSoft |
Integration platform for seamless data connectivity |
Conclusion
The establishment of a global center of excellence empowered the Fortune 100 eCommerce client to harness customer insights effectively. By utilizing tools such as Salesforce, SQL Server, and Power BI, the client achieved targeted marketing success, reducing advertising costs and enhancing ROI. The regular delivery of customer insights dashboards further strengthened the client's strategic decision-making processes.