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Use case

OPTIMIZING MARKETING FOR A GLOBAL LIVE ENTERTAINMENT COMPANY
CUSTOMER PROFILE:
  • Industry: Communications & Media – Entertainment
  • Product portfolio: Live shows in a variety of formats
  • Headquarters: Canada
  • Brand presence: Productions in 60 countries
  • Employees: 4,000
  • A world leader in live entertainment
CHALLENGES
  • Customer data was scattered
  • Full capabilities of Salesforce Commerce Cloud were underutilized
  • CRM platform was outdated and couldn’t support the MarTech team’s needs
  • Lack of resources, training and time resulted in limited use of automation and personalization of customer communications
  • Customer purchase information was not being captured
  • Reporting was minimal, with no time to properly assess results and identify opportunities for better communication and engagement to drive sales
OBJECTIVES
  • Define a TECHNICAL ARCHITECTURE for better customer insights
  • UPDATE Salesforce Marketing Cloud instance
  • Provide SUPPORT to maintain the platform, processes and campaign setup
SOLUTION
  • Provided workshops to recommend architecture and an action plan to implement it
  • Designed and implemented data flows, which supported the setup and execution of automated email marketing programs
  • Migrated the Salesforce Marketing Cloud instance from Enterprise 1.0 to Enterprise 2.0, consolidating all business units
  • Built and rolled out a customized training and coaching plan, allowing the team to leverage more advanced and robust features of Marketing Cloud
  • Structured customer data within the new instance and for each business unit
RESULTS
  • Following the consulting, migration and on-site coaching sessions, the CRM team could independently work with the Salesforce Marketing Cloud email platform. The company had more accessible, real-time customer data and improved, flexible and automated business processes allowing for personalization at scale. Most of the communications were now executed through automated customer journeys, generating cost and time efficiencies for the team and allowing them to focus on new, strategic initiatives to move the business ahead.
TECH STACK
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