Challenge
The Demand for Personalization
A global media and entertainment company sought to increase engagement, drive affinity, and reduce churn rates amongst its subscriber population. To accomplish this, they needed the right data infrastructure and workflow automation to enable personalization and experimentation across broad audience segments. Existing processes relied heavily on manual tasks for data retrieval and movement, inhibiting the team’s capacity to provide personalized experiences at scale. Faced with the challenge of scaling engagement during a period of subscriber growth, a senior marketing operations leader approached Point B to develop an automation solution to address their challenges.
Approach
Automation to Accelerate Growth
To conduct outreach at scale, marketers needed access to a multitude of subscriber audiences to deliver personalized experiences across mobile (SMS), email, and in-app touchpoints.
Point B developed a data automation and orchestration solution that
- Uses AWS Lambda and EC2 over Snowflake data cloud to extract tailored user audiences
- Processes and distributes audience lists to marketers for personalized subscriber targeting
- Notifies marketers with timely progress updates enabled by monitoring infrastructure
- Facilitates the flow of experimentation data back into data lake for further analysis
- Provides on-demand accessibility for marketing stakeholders through AWS endpoints
Project Outcomes
Scaling Impact & Elevating Experiences
Since implementing this solution, marketers have experienced a ten-fold increase in the number of individuals they can engage with personalized offers and notifications, delivering 3 times the marketing campaign value. In addition to increasing their capacity for subscriber engagement, this global media and entertainment company experienced:
- Elevated subscriber experiences with tailored content across their customer journey
- Enhanced marketing innovation and capabilities, enabled at scale
- Opportunity to meaningfully engage 50 million+ newly acquired subscribers without the need for additional headcount
- Freed-up technical resource capacity for higher-impact activities across the business
Now, equipped with the proper data automation infrastructure, this company is positioned to develop more innovative marketing tactics, paving the way for them to reach even more customers with the content and experiences they’ll value most.
Point B’s approach to Technology Consulting puts the customers and employees at the heart of the solution. Harnessing the potential of MarTech data and automation capabilities, leaders are empowered to leverage insights and reach audiences at scale while retaining their top talent for the highest-value activities.
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