The target list of prospects or customers for Worldline’s campaigns were produced by a single person from a series of Access files. Those Access files were referencing each other and also other sources.
The handling of those Access files was complex, time consuming and the knowledge to create the target list was not shared among different employees.
Thus, Worldline had to find a solution in order to automate this process and make this solution usable for different employees.
Within the department of Merchant Services, Worldline runs on a regular base campaigns to stimulate growth by acquiring new customers, performing retention campaigns to prevent churn, as well as x-sell and upsell campaigns.
These campaigns are performed with a team of campaign marketers that set-up and roll-out these campaigns based on campaign listings. These campaign listings were the result of the work of one BI analyst that ran queries using different working tools such as MS Access, Webfocus, Excel and connected separately to many different data sources (Maestro Database, Oracle DWH Extracts via BO, Excel files, ..).
The list generation was often the bottleneck to perform more campaigns and limited the ability to be as agile and flexible as possible to quickly react to a changing market environment.
Worldline had decided that to this purpose they would like to set-up and roll-out a campaign marketing automation tool.
In order to implement a robust solution, 2 main axes arised:
- Replacement of the Access Tool with a more user-friendly tool in order to easily create campaign lists.
- Replacement of the current main Data Source with a more complete, robust and up-to-date source by using our dataFactory as Master Data Management system.
Thanks to that approach, complex queries done by the BI analyst were integrated in the solution so that they can be ran automatically to feed the campaign marketers on a regular base with the necessary campaign listings.
Consequently, all campaign marketers are able to create and export themselves ad hoc listings without relying on the knowledge of the BI analyst. These lists are set-up using a simple filtering approach where no knowledge is required to write complex queries within the BI tool (QlikView).
In addition, the BI analyst can still use the campaign selection tool in such a way that the time to produce more complex ad hoc listings is highly reduced compared to the previous situation.
Tables centralized in a 3.1 GB database
Filters to better target customers/prospects
Types of campaign listings (automated, ad hoc or complex)
GB of database size