Optimized Marketing

The Challenge

This North America-based home and garden retailer wanted to cut its marketing costs while increasing speed to market. By ending its outsourcing agreement for campaign management and using Unica's Campaign, Marketing Operations, and Predictive Insight products to automate its in-house database marketing, the company's Customer Relationship Marketing group expected to scale up its message volume while reducing costs and boosting efficiency.

Our Approach

Since the Unica solutions would rely on the company's Teradata enterprise data warehouse (EDW), Slalom assisted the client in optimizing the EDW for Unica configuration and translating marketing tactics into data requirements. Slalom also reviewed existing manual processes and redesigned them to leverage automation available through marketing operations. Lastly, Slalom implemented pilot campaigns to seamlessly maintain in-flight marketing efforts as well as demonstrate enhanced targeting and tracking.

The Results

To date, Slalom has successfully automated both business processes and campaign management and optimized data structures in EDW to increase performance and reduce complexity in Unica Campaign. Success milestones include:

• Significantly reduced expenses and campaign launch lifecycles, with increased message personalization
• Simplified and more efficient direct marketing efforts

Based on the outcome, client has also engaged Slalom to assist its marketing campaign response attribution using Unica.