This bank, headquartered in Florida, had a proprietary marketing platform to engage with its customers. With a customer base of roughly 50,000, they needed to implement a robust marketing platform to help drive revenues and engage effectively with its loyal and profitable customer base. They chose IBM (formerly Unica) Campaign to implement and manage customer marketing programs that target customers through email, outbound calling and DM. Having no prior experience in email marketing and marketing automation platforms, they enlisted the expertise of Comet to set up a Unica campaign practice.
Since this bank never had a proper datamart, the first step was to work with the marketing team to understand the goals of the campaigns. There were two major marketing strategies initially:
Comet successfully delivered these capabilities within three months of the IBM Campaign installation. In the initial phase Comet put a consultant to work with the IT and marketing teams to build a campaign datamart based on marketing initiatives. Once the campaign datamart was built at the customer level, the Comet consultant worked with marketing to implement a contact history table that supported offer management, contact strategy and reporting needs. Next, Comet set up three campaigns—one cross-sell up-sell, one automated and one transactional campaign—and cross-trained the bank’s campaign team on all the functionalities of IBM Campaign.
Comet designed detailed functional documents on how to implement the Post-100-Day Campaign. The process allowed customers who were eligible to receive multiple offers each cycle to receive only the “best” offer at the time of communication.