CASE STUDY AT A GLANCESolution Spotlight Campaign Management with

Marketing Analytics

Industry VerticalOnline Retail

Business Challenges•Customermarketingprocessesnotprovidingrelevant,engagingmessages

•Nomechanismtore-engagelapsedcustomersorinfluencerepeatpurchases

•Inabilitytomanagecross-channel,real-time,micro-segmentcommunications

•Segregateddatawithcumbersomeaccessbybusinessusers

•Nouser-friendlyreportingsystemformarketingperformancemeasurement

Solution Overview•Campaignmanagementsolutionforintelligentrelationshipmarketing

•Purpose-builtmarketingdatabasewithcombinationofonlinebehaviorandecommerceactivity

•End-to-endcampaignplanning,definition,execution,trackingandreporting

•Targeted,triggered,personalized,multi-channelcustomercommunications

•Marketinganalytics

Results Summary•Greateraverageordersize

•Increasedrevenuepercustomer

•Longeraveragecustomertenure

•Improvedcustomerprofitability

•Reducedtimetomarketfornewprogramsandpromotions

•Easeofintegratingadditionalbrands

A successful online retailer boosts their ecommerce system with leading-edge marketing analytics and campaign management capabilities and multiplies marketing opportunities throughout the customer engagement cycle.

There are multitudes of businesses that add ecommerce capabilities each year. Customers expect to interact online with the companies they do business with and require a genuine shopping experience that meets their needs. There is a wealth of customer information available to marketers from the ecommerce interactions of selecting/configuring products, filling shopping carts and completing orders/purchases. In addition, the behavior of site visitors outside of these core ecommerce functions, such as search and browse activity on the site, can offer significant insight into customer needs. But with thousands of pages viewed by millions of customers performing countless actions on those pages, how do companies sort through that available data and utilize it to deliver more relevant marketing communications to the consumer?

The Challenge

Our client is a leading internet-based social expression and personal publishing service company that prides itself on helping its customers deepen relationships with the important people in their lives. The client knew that they needed to put into practice that same philosophy with their customer relationships, but were chal-lenged by not having the mechanism in place to deliver relevant marketing communications to their custom-ers. They wanted to move from an “eligibility model” (where every customer taking a given action was eligible to receive a given marketing message) to a more personalized dialogue approach. Their challenge was to move to a better understanding of customer behavior at a more granular level through segmentation and utilization of data they had at the enterprise level to deliver those most compelling messages and offers.

The client had an email system that provided some rudimentary selection and tracking, but no concrete way to segment their audiences and perform the relevant targeting they were seeking. They used email and some limited direct mail marketing, but their channel strategy was “silo’ed” and they were not utilizing web analytics data. They also wanted to reduce their reliance on discount offers to keep customers engaged and improve lifetime value, but were challenged to target and segment properly in their current environment.

Our client was additionally facing the following business issues:

• Lack of a 360 degree view of each customer • Inability to manage cross-channel, real-time, micro-segment communications• Segregated data with cumbersome access by business users • No reporting system – campaign results generated manually • Lack of closed loop marketing capability• Need to move from transactional marketing to relationship marketing

(continued)

C A S E S T U D Y An Online Retailer Turns their Ecommerce System into a Marketing Dynamo with Integrated Campaign Management

“We’re about ten years late on

getting CRM….It’s about time

we got it. Pinpoint helped us

transition to next-generation

customer marketing models and

technologies so we can now stay

ahead of the curve. “

– CEO, ecommerce client

M A R K E T S M A R T E R . A DA P T FA S T E R .

M A R K E T S M A R T E R . A DA P T FA S T E R .

Page 2 of 4

Solution Components

•Campaignmanagementsolutionforintelligentrelationshipmarketing

•Customer-centricmarketingdatabasewithecommerceandwebanalyticsdata

•Cross-brandintegration–enterprisecustomermodel

•Coordinatedpromotionsacrosschannels

•Automatedmeasurementandreporting

BusinessIntelligence

Software

IBM UnicaCampaignSoftware

CampaignManagement

Database

Campaign Management Solution

Web AnalyticsEcommerce

social

email

web site

mobile

direct mail

customerservice

The SolutionPinpoint Systems addressed the client’s needs by designing a marketing database containing every ecommerce action combined with website browse and search behavior of individual customers, tied to the historical record of marketing offers extended. Pinpoint integrated the cross-channel campaign management system (IBM Unica Campaign*) with this database to perform the marketing segmentation and analytics that would help the client overcome their business challenges.

Rather than relying only on standard ecommerce triggers, such as an abandoned cart action, to get a better picture of customer needs, Pinpoint consultants combined the ecommerce data with web site browse and search data in order to understand the customer behavior from the very beginning of the customer engagement cycle.

As people browse more frequently than they buy, the fresher browse data and search behavior combined with the consumer ecommerce actions were used to drive multi-channel customer communications to the individual consumer. Pinpoint helped the client sort through the overwhelming amount of web analytics information devising a method to filter and aggregate the web site activity data while retaining the fidelity needed for relationship marketing. The effort in using the web analytics – that goes beyond just doing dynamic site content – adds great value to the client’s overall coordinated multi-channel marketing initiatives and strikes a balance between having an offer for everybody and offer for one person.

(continued)

C A S E S T U D Y An Online Retailer Turns their Ecommerce System into a Marketing Dynamo with Integrated Campaign Management

M A R K E T S M A R T E R . A DA P T FA S T E R .

Page 3 of 4

About Pinpoint

Pinpoint Systems helps you realize

the promise of real-time marketing

to ensure that each of your customer

interactions is more intimate and most

productive. We intelligently deploy

real-time marketing systems and

provide EMM software consulting and

implementation for Fortune 1000 and

mid-market companies.

Pinpoint’s consultants help you

navigate the complexity of real-

time, customer-centric marketing

interactions, enabling new capabilities

that maximize the value and

measurability of every customer

relationship. Our practical, hands-on

approach combines qualitative analysis

of your business needs with a deep

understanding of data, technologies

and tools to help you select, implement

and manage real-time marketing

systems with confidence and agility.

The Results

The new campaign management system allows the client a full understanding of the customer with integrated browse and search behavior, ecommerce activity and marketing/response history. This richer customer information is used in their triggered customer dialogue environment and for cross-sell opportunities to the client’s sister ecommerce sites for brand synergy.

Additional client benefits of campaign management include:

• Reduced time to market for new programs and promotions• Continuous improvement in messaging relevance (and associated revenue and profitability)

through automated testing and measurement• Ease of integrating additional brands• Greater average order size• Increased revenue per customer with greater customer retention• Longer average customer tenure• Improved customer profitability

C A S E S T U D Y An Online Retailer Turns their Ecommerce System into a Marketing Dynamo with Integrated Campaign Management

Pinpoint Systems Corporation • 8605 Trethorne Cour t • Waxhaw, NC 28173-6797 • 800-809-0612

w w w.pinpoint-corp.com

Want to explore if a Campaign Management with

Marketing Analytics solution

is right for your business?

Learn what Pinpoint Systems can do for you.

CM@pinpoint-corp.com*Pinpoint Systems is an

authorized IBM Unica Reseller and IBM Unica SVP Partner.