Sales and Marketing Case Study:

Multi-Channel Data Integration and a Unified Customer View for a Leading Online Retailer


Contact eClerx:
Americas EMEA APAC Learn more at www.eclerx.com/sms
+1-212-551-4150 +44-0-207-529-6000 +65-0-6224-6329 Twitter: @eClerxSMS



Our client wanted to
breakdown existing silos of
customer data and develop a
unified customer view.

Challenges
The client, a leading online retailer was planning to embark on a new series of
marketing campaigns but was facing challenges in deriving actionable insights
into behaviour of its existing customers as well as prospects.
While the client had a wealth of information available about its customers and
prospects through its CRM, sales pipeline and promotion data sources, they
lacked an integrated view of their targets resulting in ineffective decision making
and weak marketing campaigns. The situation was compounded as the customer
data was spread across more than six systems globally with each of them
following inconsistent data standards and governance.
In the initial assessment, Client indicated that information from multiple platforms
and sources like Adobe SiteCatalyst, Aprimo, Siebel, Salesforce.com and other
internal data sources was used but the earlier integration plan had not worked
well. As a result, the client needed a partner who could support in integrating the
data, improving data quality, transforming it for easier insights and provide
dashboards that could help improve marketing decisions.
Solution
Drawing on eClerxs extensive experience in similar data management projects,
the team designed a customized program to centralize and standardize the
customer data management process. Based on the analysis of the As Is state
of affairs, a multi-channel data integration roadmap and project plan,
incorporating best practices improvements and recommendations, was
presented to the client. The client and eClerx jointly refined the plan based on
budgets and business goals and a joint project team was formed to execute.
In the first stage, eClerx deployed a business requirements team to analyze
various data sources containing customer information. The data sources included
Adobe Sitecatalyst, Aprimo, Siebel, Salesforce.com and other internal data
sources.
The first stage involved:
Datamart development for Adobe Sitecatalyst data at visit level
Multi-Channel Data Integration and a
Unified Customer View for a Leading
Online Retailer

(1) Propensity to Buy Solution Enables Cross and Up-sell for a Large Hi-Tech
Manufacturer
Sales and Marketing Case Study:
Multi-Channel Data Integration and a Unified Customer View for a Leading Online Retailer


Contact eClerx:
Americas EMEA APAC Learn more at www.eclerx.com/sms
+1-212-551-4150 +44-0-207-529-6000 +65-0-6224-6329 Twitter: @eClerxSMS

Integration of Adobe Sitecatalyst datamart with the Aprimo campaign response database
Integration with customer / prospect data from Siebel / Salesforce.com
In order to ensure that the data was usable, a data management team performed data cleansing, matching, reconciliation,
and transformation at the staging environment.
The next stage involved pushing data from staging to production environment data marts with the desired facts and
measures at appropriate roll-up levels.
In the final stage the team wanted to ensure that proper tracking mechanisms were in place and implemented daily and
weekly reporting on specific marketing KPIs. This was supported by a regular monitoring service and regular QA of ETL
and reports.

Benefits
The client saw significant results with the intervention of the eClerx team. Benefits to the client included:









About eClerx.
eClerx provides critical business operations services to more than 20 global Fortune 1000 clients, including many of the worlds leading
financial services firms, online retail and distributors, interactive media and entertainment, high tech and industrial manufacturing, travel and
leisure, and software vendors, through operational support, data management and analytics solutions. Incorporated in 2000, eClerx is
Indias first and only publicly listed knowledge processing (KPO) company and is today traded on both the Bombay and National Stock
Exchanges of India. eClerx was ranked as one of Forbes Asias 200 Best Under a Billion List and named as finalist in Teleos Most Admired
Knowledge Enterprise award. eClerx employs over 6,000 employees across its six Indian delivery centers offices in Mumbai, Pune and
Chandigarh plus global client relationship locations in New York, London, Silicon Valley, Austin, Dublin and Singapore. For more
information, please visit www.eclerx.com.


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Client was able to use the customer data to
launch analytics initiatives to identify new
opportunities to increase revenue and
improve profitability
4 unique marketing campaigns targeted towards
existing multi channel customers were launched
and resulted in $ 2 mm additional revenue
Marketing was able to define and more effectively
measure campaign ROIs as email opt-ins
increased up by 46%
Able to attribute 34% of anonymous web visitors
data to existing customers
Better ROI measurement for web assets,
marketing campaigns and offline sales/marketing
activities
Better data foundation to target customers and
run marketing campaigns
Improved customer experience through
coordinated, relevant and non-conflicting
interactions with customers
The integrated data helped ensure a clean and
accurate central database
Integrated data helped better understand
customer behavior and identify opportunities for
cross sell and up-sell programs