Case Studies

Supporting client's consumer-centric strategy and increasing revenues

A global consumer products company with a reputation for innovative marketing decided to change its approach to consumer acquisition and retention. The company wanted to focus on a comprehensive view of the consumer-company relationship to improve revenue and profitability by strengthening its customer base. To support this strategy, our client needed to build the technology and business process foundation.

In the first phase of implementing a solution, Impart worked closely with key client management and marketing specialists to identify the business requirements to support the new consumer-centric strategy. These requirements provided the foundation for a thorough technology assessment to identify the tools required to execute this strategy.

We identified Unica Affinium Campaign and Model software, supported by a custom-developed consumer data repository, as the underlying technical platform to support this comprehensive view of the consumer-company relationship.

In the second phase, our experts constructed a data repository, then implemented and configured Unica Affinium's software to accept data feeds from multiple existing transactional systems and other sources of customer communications, such as reply cards and surveys. This created a single view of the consumer's interaction with our client. The data repository fed both the Unica Affinium software as well as the Business Objects tool for analytics and reporting.

This single view that Impart developed became the cornerstone of the client's successful consumer-centric marketing strategy. The Unica Affinium software was configured to support not only a pilot customer dialogue campaign, but also to support the future campaigning vision.

Delivering value

• The campaign management pilot and data repository implementation approach allowed our client to expand and refine its requirements to support its new consumer-centric strategy.
• The Unica Affinium software allowed our client to quickly and easily support a new campaign management approach.
• The custom designed consumer data repository captured information in a manner that allowed users a 360 degree view of their interactions with their consumers, allowing them to mine, analyze and report on information that was previously unavailable to them.

These results helped the client improve revenues by increasing the average amount purchased per sale, increasing customer retention, and cross-selling products to consumers based on propensity modeling. The greater campaign management efficiencies provided by the Unica Affinium software reduced marketing costs through more effectively targeted consumer communications.

Finally, our client strengthened its customer base by increasing the rate of repeat purchases and customer referrals; both of which help expand consumer revenue and profitability.