Success at Cricket Australia

Read how Cricket Australia identified new and returning customers, and developed cross-sell and upsell marketing campaigns for a highly engaged customer experience.

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Challenges

Wanted Better Customer Engagement – 360° view
  • Could not accurately ID new and returning customers.
  • Unable to develop strategic upsell/cross sell campaigns.
  • Wanted to be able to track customer engagement and reward those highly valuable customers.
  • Needed a process for creating complete view of Customer.

Strategy

Implement Customer Clean Up Solution in the Cloud
  • Implemented the Profisee Platform. Cleansed, matched and de-duplicated customer data from existing source systems.
  • Integrate the clean customer data back to downstream systems in the SQL Data warehouse and Dynamics CRM.
  • Align with cloud strategy. Customer MDM solution needed to run on Azure infrastructure.
  • Build a Culture of Data. Support internal efforts to market the right offers to the right customers at the right time. Support growing TV viewership and club participation.

Levels of Success

Strategic
  • “ID highly valuable customers – Upsell / Cross sell – Increase customers”
  • “Customers segmentation drives best campaigns – 360° customer view”
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