Dorchester Collection, a luxury hotel operator, had invested in a best in class eCRM system. They had been using Adobe Campaign for some time and weren’t driving value on all capabilities of the platform.
Their internal team were short on time and lacked experience on the platform. We worked collaboratively onsite to transfer knowledge, upskill and build their inhouse capabilities.
How we made it happen:
Completing an in-depth discovery phase, including on-site discovery workshops to understand the client’s business, objectives, data systems, in-house teams and Adobe Campaign set-up.
Scoping and delivery, including:
We worked closely with the client’s SQL and Adobe Campaign developers to learn about their data engineering and data architecture including schemas, links and input forms. We completed schema edits to make the data accessible and useable, and delivered bespoke training so that similar edits could be completed in-house without our assistance.
We made the categorised data from the data mart available in Adobe Campaign. This allowed our client to use these attributes to build queries in the system that would target customers based on previously determined segments and send out appropriate messaging that they had created.
Our Adobe Campaign expert studied the existing email campaign production process – including volume, frequency and range of current and aspirational campaigns. We also assessed the skills and experience of the client’s internal team.
Planning and developing automated journeys
We discussed email content with our client and the drivers that would trigger a set of emails to be sent to a customer. Together they decided to include five emails in the journey, with the frequency of one per week. They looked at suppression and exclusion rules that would exclude someone from receiving the client’s emails despite meeting the criteria.
The next step was to build Adobe Campaign workflows to trigger these journeys, and as part of the monitoring process, implement alerts to guarantee the consistent delivery of emails. Our experts also proposed a way to offer social media content, such as recent tweets, within these communications.