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CRM platform was outdated and couldn’t support the MarTech team’s needs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.
