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